The Revenue Cafe: Recent Episodes

Gary Amaral

"The Revenue Cafe Podcast" is brought to you by Breadcrumbs - The Revenue Acceleration Platform.

In each episode, we will bring you interesting conversations on all things Sales, Marketing and CX related.

The hope is we will help you along the path to Revenue Acceleration and entertain you along the way!

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Anirudh Kuthiala, Director of Product Analytics at Groupon, shares a powerful framework for simplifying decision-making in product development cycles. He emphasizes the importance of integrating structured thinking and data-driven decision-making to prioritize ideas for maximum impact. Anirudh guides us through the stages of the framework, from opportunity identification to evaluation, enhancement, pivoting, or discontinuation. He illustrates how this framework not only streamlines the decision-making process but also aligns teams for success.

KEY TAKEAWAYS

  • Simplify Decision Making: The framework simplifies complex decision-making by breaking it down into manageable steps, fostering critical thinking at each stage.
  • Prioritize for Impact: Prioritization is crucial in product development. Data-driven decision-making helps allocate resources to ideas with the highest impact.
  • Continuous Assessment: Just like stock investments, regularly evaluate your product's progress to determine whether to pursue, pivot, or discontinue.
  • Opportunity Identification: Start with identifying opportunities for enhancement, not bugs. Bugs require immediate fixing, but opportunities need this framework.
  • Data-Driven Prioritization: Use a prioritization framework based on business value and effort, making it easier to identify quick wins and big bets.
  • Continuous Improvement: Product development is a cycle. If a problem arises, return to stage 1 and work on enhancement.
  • Aligning Teams: To get groups of people aligned around a framework, connect the impact of the product to desired outcomes. This encourages alignment and decision-making based on the bigger picture.

HIGHLIGHT QUOTES

  • "Simplifying something complex is difficult, but this framework is a one-time investment with a 10x return, both short term and long term."
  • "In the end, data-driven decision making should enable you to decide among these three options: what to pursue, pivot from, or discontinue."
  • "It's about making them successful at their jobs. In my experience, that makes it easier to get alignment."

You can find out more about Anirudh Kuthiala in the link below:

  • LinkedIn: https://www.linkedin.com/in/anikuthiala/

HOST: Gary Amaral
GUEST: Anirudh Kuthiala
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Gary Amaral welcomes Anirudh Kuthiala, Director of Product Analytics at Groupon, to discuss the art of structured thinking and frameworks in achieving epic product success. Anirudh shares his extensive experience and insights into creating effective strategies for product development. He emphasizes the importance of clear prioritization, effective project management, and the role of data in product innovation. This episode is a valuable resource for product managers, entrepreneurs, and anyone seeking to refine their product development process.

KEY TAKEAWAYS

  • Effective product development requires a well-defined framework to avoid challenges like unclear prioritization and limited data.
  • Confidence in product development is built on answers to questions like reducing dependence on intuition and connecting ideas to business growth.
  • Success indicators and performance metrics are essential for evaluating a product's effectiveness, focusing on outcomes, and promoting motivation within cross-functional teams.
  • The best approach to evaluating product effectiveness includes opportunity sizing, defining success metrics, and considering engagement metrics before launching.

HIGHLIGHT QUOTES

  • "Lack of clear prioritization, ineffective project management, limited data, or poor change management practices can restrict the effectiveness of a product."
  • "Confidence is super important because the last thing you want to worry about when you're developing or launching something is, 'I wasn't sure.'"
  • "Not every idea should directly connect to the North Star; there should be success indicators or KPIs to evaluate a team's outcome, not just output."
  • "It's super important for all teams involved in building a project to know how the product is positioned on a bigger picture."

You can find out more about Anirudh Kuthiala in the link below:

  • LinkedIn: https://www.linkedin.com/in/anikuthiala/

HOST: Gary Amaral
GUEST: Anirudh Kuthiala
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Neel Desai, Director of Product at Paddle, delves into the secrets of reducing cancellations and increasing customer loyalty. He highlights the significance of handling payment failures and the challenges in the evolving landscape of payment gateways. Neel provides valuable insights and practical tips, such as avoiding email notifications before payment failure, optimizing retries, using plain text emails, and localizing communication for global customers. The discussion emphasizes the importance of experimentation and offers strategies for optimizing term lengths and pricing to enhance the customer experience.

KEY TAKEAWAYS

  • Reduce cancellations by 10-20% through effective salvage offers and offboarding.
  • Payment failures are a major cause of customer loss, with 130+ unique reasons for card failures.
  • Email notifications before payment failure can lead to higher cancellations, so use in-app messaging instead.
  • Implement your own retries, targeting specific times for maximum success.
  • Plain text emails perform better for payment failure notifications, resulting in 7-10% higher conversion rates.
  • Localizing communication in the customer's native language can improve retention by 10% or more.
  • Experimentation is key – aim for one experiment a quarter to continuously improve customer retention.
  • Month-to-month pricing can reduce friction in the buying process, leading to higher conversion rates and easier upsells.

HIGHLIGHT QUOTES

  • "Payment failures are the largest single bucket of lost customers."
  • "Aim for one experiment a quarter. If it works, great, fold it into the default experience. If it doesn't, kill it."
  • "Month-to-month is such a hack for enterprise products because it reduces the risk, and people can try it."
  • "Most people just want to get in and play with the tool and make sure it gets value."

You can find out more about Neel Desai in the link below:

  • LinkedIn: https://www.linkedin.com/in/neelvdesai/

HOST: Gary Amaral
GUEST: Neel Desai
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Neel Desai, Director of Product at Paddle, shares valuable insights into boosting customer Lifetime Value (LTV) through tactical strategies. He highlights the importance of understanding that not all retention efforts are created equal and discusses how to implement strategies with high impact and low effort. Neil delves into the power of plan optimization, conversion from monthly to annual plans, and effective win-back and cancellation strategies. If you're looking to enhance your LTV and reduce churn, this episode provides actionable tactics to implement today.

KEY TAKEAWAYS

  • Not all retention strategies are equally effective. Some tactical levers can significantly boost LTV with relatively low effort.
  • Longer-term plans, such as quarterly and annual options, result in much higher LTV in both B2C and B2B SaaS.
  • To encourage customers to opt for annual plans, it's essential to time your outreach correctly, usually around the 8-12 week mark.
  • Use plain text emails and quantify the discount in months free rather than a percentage to increase conversion rates.
  • Implement win-back and cancellation strategies by cataloging why customers are leaving, offering salvage or discounted plans, and being explicit about renewals to reduce churn.

HIGHLIGHT QUOTES

  • "Not all retention is created equal. Some of these things like improving time to value or upsells are strategic projects. However, there are tactical improvements with high impact and low effort."
  • "Longer term plans typically mean much higher lifetime value. Your power users opt into longer terms to get more benefit from your product."
  • "When it comes to cancellations, it's crucial to understand why customers are leaving and predict future churn moments."
  • "Use plain text emails and quantify the discount in months free to boost the conversion to annual plans."
  • "Implement win-back strategies, offer salvage plans, and be explicit about renewals to save as many customers as possible."

You can find out more about Neel Desai in the link below:

  • LinkedIn: https://www.linkedin.com/in/neelvdesai/

HOST: Gary Amaral
GUEST: Neel Desai
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Amy Beaudoin shares her expertise on competitive intelligence and why it's about much more than just feature comparisons. She discusses the importance of creating battle cards that highlight the holistic customer experience, quotes, category leadership, unique features, and weaknesses of your product in relation to competitors. Amy also emphasizes the value of interviewing customers who have switched and shares insights on how to approach feature comparisons strategically.

KEY TAKEAWAYS

  • Competitive intelligence goes beyond feature comparisons; it's about showcasing the overall customer experience.
  • Battle cards should emphasize customer success, category leadership, unique product features, and weaknesses in the competition.
  • Interviewing customers who have switched provides valuable insights and credibility.
  • When using feature comparisons, focus on highlighting critical features and explaining why they're better.
  • Third-party endorsements, like Forrester Waves, can be powerful in side-by-side comparisons.

HIGHLIGHT QUOTES

  • "Competitive intelligence is really knowing how good your business is versus the competition."
  • "The richer the story around what you're solving, the better."
  • "Highlight the ones that are critical and show how your software is better."

You can find out more about Amy Beaudoin in the link below:

  • LinkedIn: https://www.linkedin.com/in/amy-beaudoin/

HOST: Gary Amaral
GUEST: Amy Beaudoin
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Amy Beaudoin, Product Marketing Director at Visier. Amy shares her insights on why competitive intelligence goes far beyond a simple feature-by-feature comparison. Learn how to differentiate your product or service from competitors, make informed decisions, and create a compelling sales strategy. Discover the various aspects of competitive intelligence, from customer experiences to pricing strategies and product vision. Amy's practical advice will help you stay ahead in the competitive landscape.

KEY TAKEAWAYS

  • Competitive intelligence isn't just about comparing features; it's about understanding the overall customer experience, sales process, and more.
  • Highlight the strengths and weaknesses of your competitors, including service quality and support.
  • Utilize third-party interviews with customers to gain unbiased insights into why they chose or switched products.
  • Evaluate pricing strategies and how your competitor's pricing may affect your market positioning.
  • Leverage analyst reports to understand how your competitors are perceived in the industry and their long-term vision.

HIGHLIGHT QUOTES

  • "Sometimes you can't compete at all if you're going feature by feature." - Amy Beaudoin
  • "You want to highlight the fact that you're able to get answers to your questions a lot faster than your competitors." - Amy Beaudoin
  • "Your customers want to make sure that you're going to continuously innovate and keep up with market demands." - Amy Beaudoin
  • "Competitive intelligence is about understanding not just the software but the overall experience, from buying to post-purchase." - Amy Beaudoin

You can find out more about Amy Beaudoin in the link below:

  • LinkedIn: https://www.linkedin.com/in/amy-beaudoin/

HOST: Gary Amaral

GUEST: Amy Beaudoin
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Jacki Leahy, the founder of Activate the Magic and a Salesforce consultant, and Joe Aicher dive into the complexities of Revenue Operations. They discuss the challenges of achieving a single source of truth and the importance of fostering alignment within organizations. Jacki emphasizes the need for a data dictionary squad and highlights the significance of cross-functional collaboration. The conversation also touches on the evolution of RevOps tech stack, with Jacki recommending middleware solutions like Synchry to normalize and orchestrate data effectively. Join this discussion to gain insights into how RevOps professionals can navigate the world of data ambiguity and drive success in their roles.

KEY TAKEAWAYS

  • RevOps professionals should not be swayed by conventional wisdom but instead approach their roles with self-confidence and a touch of humor.
  • Building a data dictionary squad with cross-functional team members can help organizations align on key metrics and definitions.
  • The absence of a single source of truth is a common challenge, and data normalization and orchestration are crucial for successful RevOps.
  • The choice of the main source of truth (CRM, data warehouse, etc.) depends on the company's stage and needs.
  • Fostering collaboration and alignment in the early stages of data architecture design is vital to avoid data fiefdoms and conflicts.

HIGHLIGHT QUOTES

  • "You keep using that word. I do not think it means what you think it means."
  • "The more we come to the table together to figure it out in the beginning, the better."
  • "It's just, it's everywhere, and it sucks."

You can find out more about Jacki Leahy in the link below:

  • LinkedIn: https://www.linkedin.com/in/jackileahy/

HOST: Joe Aicher
GUEST: Jacki Leahy
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Jacki Leahy, the founder of Activate the Magic and a Salesforce consultant, shares her perspective on the concept of a "single source of truth" in business operations. She humorously dissects the idea and offers practical insights on how to navigate the complexities of data management and integration in today's business landscape. With a touch of Mean Girls humor and real-life anecdotes, Jacki challenges the conventional wisdom and presents a more nuanced approach to data management that is both informative and entertaining.

KEY TAKEAWAYS

  • The Single Source of Truth Paradox: Jacki discusses the Dunning-Kruger effect and how the more she learned about data, the more she realized how little she knew. She questions the existence of a universal single source of truth for organizations.
  • Contextual Truth: Jacki suggests that different departments within an organization may have their own "single source of truth," and that the concept is highly contextual and relative.
  • Middleware Evolution: Jacki highlights the limitations of traditional middleware solutions, which can break easily with minor changes. She introduces the idea of Middleware 2.0, a distributed approach that can better accommodate the complexities of modern data management.
  • Data Dictionary: To bridge communication gaps, Jacki recommends creating a data dictionary that establishes common definitions within the organization, beyond software-specific definitions.

HIGHLIGHT QUOTES

  • "The more I learn about data and how it works, the more I realize that I actually know nothing. I know nothing."
  • "We're not special; we're all pretty much the same. So all these software solutions saying you're special, you need this – no, we're not special."
  • "Manage project expectations – push back on the highfalutin idea of a single source of truth for the entire organization."
  • "When we say customer, what do we actually mean? What's our organization's definition beyond software-specific definitions?"
  • "Consider a distributed source of truth approach, like Middleware 2.0, to keep data in sync across the organization without being tied to a single platform."

You can find out more about Jacki Leahy in the link below:

  • LinkedIn: https://www.linkedin.com/in/jackileahy/

HOST: Joe Aicher
GUEST: Jacki Leahy
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Karl Wierzbicki, a VP Sales & Marketing at Weavik Inc., shares a real-world case study from his marketing experience. He dives into a campaign that underwent a significant strategic shift and discusses the challenges that arose during its execution. Karl highlights the importance of recognizing and learning from marketing failures, emphasizing the need for post-mortems and adjustments to prevent making the same mistakes in the future. The episode provides valuable insights into normalizing the idea that marketing is a probabilistic endeavor and the importance of credibility and systematic problem-solving in marketing strategies.

KEY TAKEAWAYS

  • Marketing as a Probabilistic Endeavor: Marketing involves making a portfolio of initiatives, some of which will succeed, while others may fail. Normalizing this idea is essential in the marketing profession.
  • The Value of Post-Mortems: After a marketing initiative fails, conducting a thorough post-mortem to understand the root causes and make adjustments is crucial to prevent similar failures in the future.
  • Credibility in Marketing: Demonstrating seriousness in addressing failures and implementing procedures to avoid recurring mistakes is vital for building credibility with the CEO, CFO, and the entire organization.
  • Continuous Improvement: Marketing is an ongoing process, and learning from failures is an essential part of continuous improvement in marketing strategies.

HIGHLIGHT QUOTES

  • "We were gambling with an unproven go-to-market strategy."
  • "You want to make winning bets more often than you make losing bets."
  • "The signals that you send after making a losing bet are extremely important to your credibility."
  • "To me, it comes down to having credibility with the CEO, having credibility with the CFO, and having credibility with the rest of the organization."

You can find out more about Karl in the link below:

  • LinkedIn: https://www.linkedin.com/in/karlwierzbicki/

HOST: Armando Biondi
GUEST: Karl Wierzbicki
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Karl Wierzbicki, a VP Sales & Marketing at Weavik Inc., challenges the conventional wisdom by arguing that every company should fail at marketing. He highlights the rapidly changing and unpredictable nature of the business world, emphasizing the need for adaptability and resilience. Karl delves into the valuable lessons that can be learned from marketing failures, including the opportunity to reevaluate assumptions, refresh foundational elements, and build habits that enhance a company's ability to respond to a dynamic environment.

KEY TAKEAWAYS

  • The VUCA World: The volatile, uncertain, complex, and ambiguous (VUCA) nature of the business world makes it impossible to make perfect decisions, and the pace of change is outstripping companies' ability to adapt.
  • Common Challenges: Karl outlines various challenges, such as chaotic workforces, talent shortages, enduring economic pessimism, and the increasing importance of AI in business strategy.
  • Topic Avoidance: Avoiding discussions about marketing failures can be detrimental, as it often unfairly attributes blame to marketing teams and prevents a holistic examination of the root causes.
  • Loss Aversion: The fear of failure can lead to making safer, smaller bets in marketing, hindering the pursuit of bold strategies with significant rewards.
  • Shiny Object Syndrome: Blaming marketing tools for failures without a deep dive into root causes can perpetuate the belief that the latest technology is the solution, when in fact, the problem may be more fundamental.
  • Learning from Failure: Embracing marketing failures as valuable data points can lead to improved collaboration, reassessment of foundational elements like ideal customer profiles and messaging, and the development of resilience in go-to-market strategies.

HIGHLIGHT QUOTES

  • "We live in a world where we don't have all of the information or the opportunity to make perfect decisions."
  • "Failure is good practice for adaptation and innovation. Take advantage of it."

You can find out more about Karl in the link below:

  • LinkedIn: https://www.linkedin.com/in/karlwierzbicki/

HOST: Armando Biondi
GUEST: Karl Wierzbicki
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Erol Toker, discusses a radical shift in sales and marketing strategies that prioritize the customer's journey over traditional sales tactics. Erol shares insights into how his team stopped doing live demos and started creating videos tailored to customers' specific needs, making the sales process more efficient. He emphasizes the importance of understanding the customer's "job to be done" and using this perspective to attract the right customers. Additionally, Erol challenges the conventional wisdom of sales conversations, revealing how talking more and asking fewer questions can lead to successful deals. This episode explores the changing landscape of sales and the role of Revenue Operations (RevOps) in driving this transformation.

KEY TAKEAWAYS

  • Customer-Centric Approach: Prioritizing the customer's journey and empathizing with their specific needs can greatly improve the sales process.
  • Job to Be Done: Understanding the customer's unique situation and buying motivation is key to attracting the right customers.
  • The Power of Informed Marketing: Tailoring your outreach to the prospect's specific situation, supported by research, can lead to more meaningful conversations.
  • Rethinking Sales Conversations: Contrary to conventional wisdom, successful sales may involve more talking from your side and fewer questions, provided you've done your marketing homework.
  • The Future of Sales: Sales is evolving, and RevOps is playing a pivotal role in driving this transformation.

HIGHLIGHT QUOTES

  • "Stop trying to make your reps more efficient; make the customer's journey more efficient, and everything will figure itself out."
  • "Understanding the customer's unique situation and buying motivation is key to attracting the right customers."
  • "If you can map the right person to your product and have a real strategy around that, they will be asking you the questions."

You can find out more about Erol in the link below:

  • LinkedIn: https://www.linkedin.com/in/eroltoker/

HOST: Gary Amaral
GUEST: Erol Toker
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Gary Amaral welcomes Erol Toker, a seasoned CEO and co-founder with extensive experience in the revenue operations (rev ops) space. Erol shares his journey and the valuable lessons he learned from his time as a CEO, emphasizing the need to reevaluate traditional sales approaches. He discusses how companies can improve their processes by shifting the focus from sales metrics to customer-centric strategies. Erol's insights shed light on why it's essential to redefine the role of sales in the modern business landscape.

KEY TAKEAWAYS

  • Metrics can be deceiving: Today's best-in-class metrics may not be relevant in the future, and it's easy to deceive yourself if you isolate metrics without considering the bigger picture.
  • Problems originate in various departments: Many challenges in business don't have a single root cause but are interconnected across different departments, making it vital to take a holistic approach to problem-solving.
  • Rethinking the role of sales: Errol questions whether the effort and complexity of scaling a sales team are worth it, urging businesses to focus on the ultimate goal of making the right customers come in the door and have a seamless experience.
  • Customer-centric approach: Shifting the perspective to understand what the ideal customer looks like, what they need to see, and how to meet their needs can lead to significant improvements in efficiency and customer satisfaction.

HIGHLIGHT QUOTES

  • "It's really easy to kid yourself if you break down and silo your metrics and say, we are absolutely crushing it. And there's only one problem over there, but everything else is going great. Never works that way."
  • "The job of sales is to make the business successful. Rather than talking about making sales, having a great marketing department, a great sales department, what does it mean for the business to be successful?"
  • "The best fit customers are always the quietest and they always renew and they always pay more than everybody else."

You can find out more about Erol in the link below:

  • LinkedIn: https://www.linkedin.com/in/eroltoker/

HOST: Gary Amaral
GUEST: Erol Toker
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Dave Shanley, the founder and CEO of Content Camel, shares his insights on building a systematic approach to understanding and addressing customer pain points in B2B sales and marketing. He emphasizes the importance of going beyond surface-level marketing tactics and digging deep into the real frustrations of your target audience. Dave discusses strategies for engaging with diverse buying committees and even involving the CFO in the sales process. Discover how to equip your team to become effective "pain point sellers" and gain valuable insights into the current macroeconomic conditions affecting B2B sales.

KEY TAKEAWAYS

  • Building a systematic approach to understanding customer pain points is essential for successful B2B sales and marketing.
  • Avoid copying what others are doing and instead focus on resonating with the real problems and frustrations of your target audience.
  • In complex buying scenarios with multiple decision-makers, start each conversation from scratch, ensuring all participants' concerns are addressed.
  • Involve the CFO indirectly by understanding their priorities and anchoring your pitch in ways that align with their objectives.
  • Utilize a systematic approach to consistently surface and address pain points, whether through warm leads, lead generation funnels, or online communities.

HIGHLIGHT QUOTES

  • "You want to like think through this and really like really just think this up from like the, from the ground up." - Dave Shanley
  • "What you read online is not always the truth." - Dave Shanley
  • "You're turning them into sellers, but in a really systematic way." - Dave Shanley

You can find out more about Dave in the link below:

  • LinkedIn: https://www.linkedin.com/in/dshanley/

HOST: Gary Amaral
GUEST: Dave Shanley
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Dave Shanley, the founder and CEO of Content Camel, dive deep into the world of B2B sales. Dave, with his unique background as a technical founder, shares invaluable insights into the power of urgency in B2B sales. This isn't just about value propositions or organizational pain points – it's about understanding the individual decision-makers, their fears, and their frustrations. Dave reveals how to tailor your messaging, align sales and marketing efforts, and consistently drive urgency to close deals successfully.

KEY TAKEAWAYS

  • Urgency is the key to success in B2B sales.
  • Instead of chasing gimmicks, focus on a repeatable system to drive results.
  • Tailor your messaging to the individual decision-makers and their personal pain points.
  • Reinforce these pains and frustrations consistently throughout your sales process.
  • Highlight the gap between their current situation and the impact of doing nothing.
  • Use prospects' own words to maintain consistency and drive urgency.

HIGHLIGHT QUOTES

  • "It's really about what's the one thing you focus on? It's urgency and driving and getting deals done."
  • "You could literally be handing gold bricks out on the side of the street, and people will be like, 'I'm too busy.'"
  • "People are hardwired to be consistent. They don't want to be inconsistent."

You can find out more about Dave in the link below:

  • LinkedIn: https://www.linkedin.com/in/dshanley/

HOST: Gary Amaral
GUEST: Dave Shanley
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Katheline Jean-Pierre Coleman explores the critical relationship between marketing and finance within organizations. Drawing inspiration from the world of dating, she introduces the concept of "DTR" (Define the Relationship) to assess where your marketing and finance teams stand. Are they siloed or collaborating? Do they operate with doubt or trust? Katheline breaks down the journey towards a mature relationship between these essential departments, providing actionable steps for alignment. She shares insights from Anushka Elliot, the global brand managing director at the Royal Bank of Canada, on how she bridged the gap between marketing and finance. Katheline's three key tips—shedding marketing jargon, securing a seat at the decision-making table, and becoming indispensable—serve as a roadmap for success in this dynamic relationship.

HIGHLIGHT QUOTES

  • "DTR, or Define the Relationship, is a term we use in dating, but it's equally valuable for understanding the marketing and finance relationship in organizations."
  • "Building a long-term relationship between marketing and finance is about fostering trust. You can evolve from being remote to evolving and, eventually, mature."
  • "To win more budget and create more value, get out of the marketing lingo."
  • "Be the steak, not the gravy. Get closer to the financial team, the board, and prove your critical role in driving growth."

You can find out more about Katheline in the link below:

  • LinkedIn: https://www.linkedin.com/in/kathelinejeanpierre/

HOST: Joe Aicher
GUEST: Katheline Jean-Pierre Coleman
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Katheline Jean-Pierre, a senior director at LinkedIn with extensive experience at Google and in the startup world, discusses the crucial intersection of marketing and finance. She emphasizes the need for marketers to understand financial metrics and align their efforts with the organization's goals, ultimately driving value, profitability, and revenue growth. Kathleen introduces the "Value Framework" to guide marketers in this alignment process and shares insights on how marketing can contribute to margin and profit. Join us to learn how to evolve from marketing to moneymaking!

HIGHLIGHT QUOTES

  • "We need to focus on the steak and not the gravy."
  • "Marketing really drives shareholder value and profitability, which is the name of the game."
  • "The financial literacy is not present in marketing across different levels."
  • "You have to provide evidence with an empirical mindset, looking at data beyond digital."

You can find out more about Katheline in the link below:

  • LinkedIn: https://www.linkedin.com/in/kathelinejeanpierre/

HOST: Joe Aicher
GUEST: Katheline Jean-Pierre Coleman
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Thomas Shields, a seasoned product marketing leader with over a decade of experience in the B2B SaaS world, and Armando Biondi dive into the intriguing world of category creation within the business landscape. They discuss the critical questions companies should ask before venturing into category creation, the challenges and expenses associated with it, and how it can be a game-changer for businesses looking to stand out in competitive markets.

HIGHLIGHT QUOTES

  • "Ultimately, the value of having a new category has to be greater than the value of your solution existing in an established category." - Thomas Shields
  • "Category creation is expensive, but sometimes making big investments if you're a small growing company is the right move." - Thomas Shields
  • "It's not something that, if you have everyone in a strong signal from everyone, then yeah, the answer is yes. This is where a little bit of the art comes in." - Thomas Shields
  • "There are more categories maybe than a lot of the kind of naysayers think." - Armando Biondi
  • "The only time you're going to be a single player in a category will largely be related if you have really high network effects." - Thomas Shields

You can find out more about Thomas in the link below:

  • LinkedIn: https://www.linkedin.com/in/tlshields/

HOST: Armando Biondi
GUEST: Thomas Shields
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Thomas Shields, a seasoned product marketing leader with over a decade of experience in the B2B SaaS world, takes us on a deep dive into the world of category creation. Thomas shares his valuable insights and a five-question framework to help businesses assess whether pursuing a category creation strategy is the right move. From the importance of positioning in existing markets to understanding shifts in audience needs and ecosystem building, Thomas provides actionable advice for those considering this high-risk, high-reward strategy.

HIGHLIGHT QUOTES

  • "We need to explore whether pursuing a category creation strategy is the right move. It's a decision that carries significant implications for the ultimate success of your business and products."
  • "The increased risk being that the company will not ultimately succeed—this sort of bias in the data of the study is called survivorship bias."
  • "Is there an ecosystem that we believe exists or can develop around this category? What does that look like? Well, it could be as simple as customers talking about the category, buying into it, discussing things online, like the unique challenges they faced and how old solutions don't work as well today."
  • "Brute forcing this is really hard, unless maybe you're Apple and you have those kinds of resources, but you need to be really crafting your strategy to make sure you leverage your resources intelligently."

You can find out more about Thomas in the link below:

  • LinkedIn: https://www.linkedin.com/in/tlshields/

HOST: Armando Biondi
GUEST: Thomas Shields
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Armando and Gary dive deep into the world of data analytics. They discuss the importance of cohorted breakdowns in understanding data sets, the Pareto Principle, and the art of making data-driven decisions. Discover how focusing on specific cohorts can transform your decision-making process and drive revenue growth. Get ready to unlock the potential of data-driven insights that go beyond averages.

KEY TAKEAWAYS

  • Always ask for cohorted breakdowns of key relevant data sets when making important decisions.
  • Understand the Pareto Principle: 20% of inputs generate 80% of outputs.
  • Trade-offs are essential when parsing through data; prioritize what matters most.
  • Data tells a story, but breakdowns tell a better story by pinpointing what truly impacts your objectives.
  • Data-driven decisions based on average data yield average results; aim for more.

HIGHLIGHT QUOTES

  • "Data-driven decisions based on average data will only get you average results."
  • "Focus and sacrifice are key when making operational decisions based on data."
  • "Granularity in cohorted views drives operational decisions, emphasizing the importance of focus and sacrifice."

You can find out more about Armando Biondi in the link below:

  • LinkedIn: https://www.linkedin.com/in/armandobiondi/

HOST(s): Armando Biondi, Gary Amaral
GUEST: -
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Armando Biondi, the co-founder and CEO of Breadcrumbs, takes us on a journey through the world of data analysis and why relying solely on averages can limit your company's potential. With real-world examples and practical insights, Armando explains how breaking down data into cohorts and understanding their behavior can lead to more informed decision-making and significant business growth. Join us as we dive deep into the importance of data granularity and discover how to unlock your company's full potential.

KEY TAKEAWAYS

  • Averages Aren't Enough: Averages often oversimplify data. To gain a deeper understanding of your business performance, break down data into cohorts based on different behaviors or characteristics.
  • Cohort Analysis: Cohort analysis can reveal hidden insights. Armando shares examples of how different customer cohorts can dramatically impact key metrics like conversion rates and average contract values.
  • Informed Decision-Making: By focusing on cohort analysis, businesses can make more informed decisions and allocate resources effectively to areas that truly move the needle.
  • Benchmarking: Benchmarking against cohorts can help businesses set more realistic goals and understand where they stand within their industry.
  • The TED for B2B Tech: HotX Live is dubbed as the TED for B2B tech, featuring short, insightful talks from industry leaders across marketing, sales, product, and operations.

HIGHLIGHT QUOTES

  • "Averages are a lazy way of measuring, enough with that."
  • "One thing is the average. The other thing is what are the cohorts? What are the different behaviors/makeups that are contributing to that average point?"
  • "Isn't this a way more informative, educated way of having that conversation and a better way to focus on the things that move the needle?"
  • "Benchmarking against cohorts can help businesses set more realistic goals and understand where they stand within their industry."

You can find out more about Armando Biondi in the link below:

  • LinkedIn: https://www.linkedin.com/in/armandobiondi/

HOST: Armando Biondi
GUEST: -
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Eric Duerr, founding partner at Massive Global, delves into the art of constructing persuasive arguments in marketing. He highlights the significance of finding commercial insights that support your claims and making arguments that resonate with your target audience. Eric explores the three pillars of persuasion: ethos, pathos, and logos, and how they contribute to building brand affinity. He emphasizes that emotional valence plays a crucial role, even in B2B marketing decisions. Eric concludes with a thought-provoking reminder that the argument to persuade others may differ from the one that initially convinced you.

HIGHLIGHT QUOTES

  • "Look for commercial insights that support your argument and make you think about your product differently."
  • "Debates create better ideation."
  • "Construct emotional valence with your audience; it's a risky decision-making process."
  • "Apple didn't become a market leader through creativity alone; they understood the arguments their ICP wanted to hear."
  • "The argument to persuade someone else isn't the same argument that persuaded you to believe it."

You can find out more about Eric Duerr in the link below:

  • LinkedIn: https://www.linkedin.com/in/ericjduerr/

HOST: Armando Biondi
GUEST: Eric Duerr
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Eric Duerr, founding partner at Massive Global, delves into the world of marketing positioning and messaging through the lens of argument theory. He underscores the need for marketers to create foundational messaging that supports all other content. Eric introduces the concept of arguments in marketing, comprising a claim, warrant, and evidence. He emphasizes the importance of understanding the warrant, as it is the reason audiences should believe the claim. The session also explores common fallacies in marketing arguments, such as the straw man, middle ground, composition fallacy, and false dichotomy. Eric encourages marketers to engage in well-reasoned debates to develop stronger ideas and arguments.

HIGHLIGHT QUOTES

  • "If you're lost in the forest, running doesn't help."
  • "Why would someone choose our brand or our product? What are the strongest claims we can make? What would our competitors say?"
  • "Debate is really strong; we need to create a culture of well-reasoned debates."
  • "For you to believe this to be true, you'd have to believe that all men who drive these Lincolns are loved by women, which just doesn't seem right."
  • "Watch out for the fallacies that we make; we hear them all the time, and that's why we turn off from marketing."

You can find out more about Eric Duerr in the link below:

  • LinkedIn: https://www.linkedin.com/in/ericjduerr/

HOST: Armando Biondi
GUEST: Eric Duerr
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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Kevin Brown, CEO and co-founder of LeadSmart Technologies, and Armando Biondi explore the dynamic concept of Ideal Customer Profiles (ICPs) as living documents that can fuel business growth. They stress the need for a mindset shift when considering adjustments to your ICP and share practical insights into exploring new markets and industries. The discussion emphasizes data analysis, cohort analysis, and outlier exploration as essential tools for uncovering growth opportunities. Real-world examples of successful pivots and the role of generative AI tools like ChatGPT in market research are also discussed. Importantly, these principles are shown to apply across various business types, extending beyond B2B SaaS.

HIGHLIGHT QUOTES

  • "Sometimes the only way to beat the competition is to stop trying to beat the competition."
  • "We're creatures of habit... but the other side of it is, whether it's our case, our company's bootstrapped, it's our money. We have to maximize that."
  • "Instead of relying on averages, do cohort analysis and a more opinionated breakdown. There will be stuff you didn't expect to see, potentially pointing to future markets."
  • "If they got here somehow, why are they here? And did they spend any time? Should I be thinking about the market that they're in?"
  • "What attributes does my company have? What are we strong at? What does our tooling allow us to do outside?"

You can find out more about Kevin Brown in the link below:

  • LinkedIn: https://www.linkedin.com/in/brownkevinl/

HOST: Armando Biondi
GUEST: Kevin Brown
Breadcrumbs Podcast

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SHOW SUMMARY

In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Kevin Brown, CEO and co-founder of LeadSmart Technologies, discusses the importance of rethinking Ideal Customer Profiles (ICPs) in the B2B SaaS industry. Kevin shares his unconventional journey from being a reserve firefighter to a passionate sailboat racer and ultimately a SaaS founder. He emphasizes the need to prioritize what truly matters in business and life. The conversation explores the risks associated with a crowded B2B SaaS market, including pricing battles and customer churn. Kevin introduces the concept of "blue oceans" and the potential for growth by expanding into new markets and sub-markets. He also shares a success story of how his company pivoted its ICP and product offerings to target wholesale distributors, resulting in zero churn, increased customer lifetime value, and loyal customers. The key takeaway is to remain open to new opportunities and continuously evolve your ICP as a dynamic document.

HIGHLIGHT QUOTES

  • "Traditional Ideal Customer Profiles can actually hamper revenue." - Kevin Brown
  • "There's great life outside of the crowded B2B SaaS marketplace." - Kevin Brown
  • "Lower customer loyalty denotes poor loyalty." - Kevin Brown
  • "Be open to new opportunities and make your ICP a living document." - Kevin Brown

You can find out more about Kevin Brown in the link below:

  • LinkedIn: https://www.linkedin.com/in/brownkevinl/

HOST: Armando Biondi
GUEST: Kevin Brown
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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live with Amin Ibrahim, Senior Director of PreSales and Strategy at Hootsuite, the discussion revolves around the pivotal role of pre-sales in driving a company's sales achievements. Amin underscores the significance of a robust pre-sales team in securing higher win rates, larger deal sizes, and accelerated deal cycles. Moreover, he points out the challenge of identifying the right talent for pre-sales, emphasizing that experience alone may not suffice. Amin advocates for making pre-sales a strategic priority within organizations and stresses the invaluable role pre-sales professionals play in understanding customer needs and influencing product strategies. Ultimately, the conversation underscores that success in sales arises from setting oneself apart, with pre-sales serving as a key ingredient in achieving this differentiation.

HIGHLIGHT QUOTES

  • "A strong pre-sales team will ensure that you've got higher win rates, bigger average deal sizes and faster deal cycles."
  • "Having a strong knowledge of pre-sales will help in a big way."
  • "Pre-sales should be a priority. If pre-sales isn't a priority in your organization, I strongly recommend you make it that way."
  • "A strong pre-sales experience is an excellent customer experience."
  • "Success comes from standing out, not fitting in, and pre-sales can be a fantastic way to make your company stand out and differentiate."

You can find out more about Amin Ibrahim in the link below:

  • LinkedIn: https://www.linkedin.com/in/aminibrahim/

HOST: Gary Amara
GUEST: Amin Ibrahim
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Amin Ibrahim, Senior Director of PreSales and Strategy at Hootsuite, shares his insights on the importance of pre-sales in the modern business landscape. He discusses the evolving nature of customer empowerment and the increasing complexity of the business world, emphasizing the role of pre-sales in making products a perfect fit for customers.

Amin draws parallels between pre-sales and custom advertising, highlighting how pre-sales professionals provide tailored solutions to clients. He also delves into the qualities that make a great pre-sales person, emphasizing problem-solving skills, technical expertise, business acumen, and creativity.

Furthermore, Amin discusses the need for simplifying complex concepts for customers while also being able to provide detailed information when required. He emphasizes the role of inspiration in pre-sales, as successful pre-sales professionals are skilled at inspiring customers to embrace change and envision a brighter future.

Overall, Amin's interview provides valuable insights into the world of pre-sales and its importance in driving business success.

HIGHLIGHT QUOTES

  • "Pre-sales fundamentally exists because the natural fit of a product changes over time, and you need people who are really, really good at making things fit and making things make sense for a lot of other people."
  • "Pre-sales is the custom advertising arm of technology. Every time we are talking to customers, we are giving them a custom ad of what our product and what our software can do for them, which is amazing."
  • "The best pre-sales people out there are actually problem-focused. They're extremely curious. They apply a 'so what? Who cares about everything."
  • "Pre-sales excels at simplifying very complex things so executives and laypeople can understand it, but it's not always simplifying."
  • "Great pre-sales people are fantastic at inspiring customers to buy into that future vision and get them there."

You can find out more about Amin Ibrahim in the link below:

  • LinkedIn: https://www.linkedin.com/in/aminibrahim/

HOST: Gary Amaral
GUEST: Amin Ibrahim
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Lorenzo Tiberi, CEO of Crono, emphasizes the importance of personalization in sales and marketing. He highlights the need to be relevant to customers and address their pain points. While automation and generative AI have their place in business processes, Lorenzo suggests that a human touch and a personalized approach are crucial for building meaningful customer relationships. Tracking customer behavior and engagement is also essential to gauge the effectiveness of outreach efforts. Lorenzo Tiberi offers a 25% discount on K Chrono services to webinar attendees and provides contact information for those interested in learning more.

HIGHLIGHT QUOTES

  • "It's better to start with a personalized approach. It's better to study the market, the ECP, and be relevant. Be relevant for us; it's one of the keys to success."
  • "If you personalize email well, you can get it read because now I think I have 100 emails and links in a day. I don't read them all because I see that it's automation. I read only the ones that are personalized, the ones that are relevant to my moment."
  • "I think generative AI should help you do the boring things, like data entry in the CRM. But in the end, when you have a good customer experience and sales experience, that's the key."
  • "It's very important to track everything and customer behavior. If the email is read and they spend some time and maybe visit the website, you've reached your goal because you're in the mind of the customer at that point."

You can find out more about Lorenzo in the link below:

  • LinkedIn: https://www.linkedin.com/in/tiberilor/

HOST: Gary Amaral
GUEST: Lorenzo Tiberi
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Gary Amaral and Lorenzo Tiberi, CEO of Crono, dive deep into the world of sales automation and its often-overlooked long-term consequences. Lorenzo shares his insights based on his experience, emphasizing that while automation can yield quick results, it ultimately leads to a decline in performance over time. The discussion touches on the challenges of finding new leads for automation, the difficulty of building relationships, and how companies can find themselves in a challenging situation after overusing automation. Lorenzo suggests that while automation has its merits, a balanced approach that incorporates personalization is essential for sustained success in sales.

HIGHLIGHT QUOTES

  • "Automation at the beginning is good. In just one week, maybe you can set up everything, run the campaign, and do a lot of actions." - Lorenzo Tiberi
  • "With automation, you connect, send messages out with a lot of people, but you need new leads every week, and it's becoming very difficult to find them." - Lorenzo Tiberi
  • "Your sales team basically will convert into a research team that only searches for leads to put in automation." - Lorenzo Tiberi
  • "You don't create a relationship with automation; you have this decrease in performance over time." - Lorenzo Tiberi
  • "Automation can be good at the beginning, but you see this pattern in all companies, and at one point, you have to go back to the personal approach." - Lorenzo Tiberi

You can find out more about Lorenzo in the link below:

  • LinkedIn: https://www.linkedin.com/in/tiberilor/

HOST: Gary Amaral
GUEST: Lorenzo Tiberi
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Tim Kilroy, CEO of Team Kilroy Agency, and Armando Biondi explores the pivotal role of understanding in marketing and sales. They stress that simply increasing ad spend isn't as effective as deeply comprehending prospects and clients. Trust, alignment, and change management are crucial aspects of sales processes. Tim introduces the concept of ROU (Return on Understanding), emphasizing its emotional nature as a KPI related to the reduction of friction in business processes. The importance of early NPS feedback and measuring success through improved processes is also discussed.

HIGHLIGHT QUOTES

  • "Increasing your ad spend does not grow your market nearly as quickly as understanding your prospects and clients in a really deep and profound way."
  • "The power is when you tie data-driven connections and opportunities to the idea of trust and alignment."
  • "Change management and strategic goals are inextricably tied."
  • "Reduced sales cycle is an output of pre-aligning and strategic goals, as well as change management."
  • "ROU is the reduction of friction in the process."

You can find out more about Tim Kilroy in the link below:

  • LinkedIn: https://www.linkedin.com/in/timkilroy/

HOST: Armando Biondi
GUEST: Tim Kilroy
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Tim Kilroy, CEO of Team Kilroy Agency, introduces the concept of ROU (Return on Understanding) in sales and marketing. He emphasizes the importance of shifting the focus from tactics to understanding the buyer's perspective and needs during the sales and onboarding process. Tim highlights the correlation between high post-onboarding NPS scores and customer lifetime value, stressing the need to address client needs explicitly. He explains that software providers must adapt to their clients' needs to lower perceived risks and ensure client satisfaction. The episode also discusses the significance of articulating client pain points and tying software benefits to strategic goals for successful renewals.

HIGHLIGHT QUOTES

  • "Your sales and onboarding process is almost entirely built around your needs."
  • "Prospects and buyers want to feel understood and supported all the time."
  • "What's in it for me (WIFM) is real. This is the guiding principle of making decisions."
  • "Creating alignment is the number one thing that is going to make renewals easier."
  • "Renewals made easy: The role of ROU in customer relationships."

You can find out more about Lalit Gautam in the link below:

  • LinkedIn: https://www.linkedin.com/in/timkilroy/

HOST: Armando Biondi
GUEST: Tim Kilroy
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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Lalit Gautam, the founder and CEO of Sensegrass, emphasizes the critical importance of adopting a customer-centric approach to drive successful startup growth. He highlights the need to solidify your value proposition, focusing primarily on one key value proposition in your product. Lalit introduces the concept of limited acquisition, where revenue, repeat sales, and referrals play a pivotal role in a startup's journey.

He discusses the significance of Gorilla Growth Hacking, a 360-degree approach that leverages digital strategies for the 21st century. Lalit stresses the importance of thoroughly understanding your customers and setting the right Key Performance Indicators (KPIs) for your business. He shares valuable insights into challenging your comfort zone as an entrepreneur, emphasizing that growth and comfort cannot coexist.

HIGHLIGHT QUOTES

  • "The customer is the king; if you're not talking to your customer, everything will fail."
  • "Solidify your value proposition and focus on the one main value proposition in your product."
  • "Gorilla Growth Hacking is about taking a 360-degree approach to growth in the 21st century."
  • "Knowing your customers and setting the right KPIs are key to success."
  • "Growth and comfort do not coexist; you have to challenge your comfort zone."

You can find out more about Lalit Gautam in the link below:

  • LinkedIn: https://www.linkedin.com/in/lalit-gautam-61241a23/

HOST: Joe Aicher
GUEST: Lalit Gautam
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Lalit Gautam, the founder and CEO of Sensegrass, discusses the critical role of growth hacking in the success of B2B SaaS startups. Drawing from his extensive experience in the startup world, including e-commerce and complex tech products, Lalit emphasizes the importance of gradual and positive growth. He underscores the significance of customer market fit (CMF) and the need for startups to scale across different markets. Lalit's insights provide valuable guidance for entrepreneurs seeking to navigate the challenges of building and growing startups, particularly in complex industries.

HIGHLIGHT QUOTES

The Significance of Growth Hacking- "Building a great product is fine, but if you're not hacking the growth and revenue part in your startup, any great product will fail in the market."

Customer Market Fit: The Key to Success - "Customer market fit is more important than the product-market fit. Your product should be CMF-focused, where you can sell to early adopters, retain them, and scale to different markets."

You can find out more about Lalit Gautam in the link below:

  • LinkedIn: https://www.linkedin.com/in/lalit-gautam-61241a23/

HOST: Joe Aicher
GUEST: Lalit Gautam
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Will Foust, the chief critic and CMO at Ad-versary, and Armando Biondi delve into the complexities and challenges of marketing. They emphasize the importance of maintaining expertise and avoiding the trap of mindlessly agreeing to every idea presented. The discussion highlights how misalignment, miscommunication, and lack of communication can hinder marketing success, especially when dealing with C-level executives. Clear communication and effective abstraction are key to bridging the gap between marketing teams and leadership.

HIGHLIGHT QUOTES

The Great Failure of Marketing: Avoiding the 'Yes-Man' Trap - Will Foust: "If you water it down with bad ideas... you are the reason why marketing fails because you're just doing whatever is asked of you. You're an order taker, and order taking is the great failure of marketing."

The Importance of Understanding Marketing Realities - Will Foust: "It's FaceTime and it's the ability to be able to find that time to connect and make it."

You can find out more about Will Foust in the link below:

  • LinkedIn: https://www.linkedin.com/in/willfoust/

HOST: Armando Biondi
GUEST: Will Foust
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Will Foust, the chief critic and CMO at Ad-versary, to uncover the hidden implications behind the four most dangerous words in advertising: "it just seems like." Will Foust, drawing from his extensive background in marketing, dissects these words and reveals how they often signal a lack of understanding, appreciation, and technical knowledge. He discusses real-world examples, both humorous and frustrating, where these words have led to misguided marketing notions. Will provides valuable advice on how to navigate these situations, emphasizing the importance of listening, understanding, and communicating effectively with individuals who approach marketing challenges with a limited perspective. Ultimately, this episode offers a fresh perspective on the complexities of marketing and the opportunity to bridge gaps in knowledge and appreciation.

HIGHLIGHT QUOTES

Bridging the Gap of Ignorance - "Listen to them. Help them get to the point of what they're trying to communicate and give them that vocabulary because you're going to start to break down those walls of 'it just seems like'."

Unveiling the Depths of Marketing - "Marketing is more than a soft skill; it's a blend of strategy, creativity, and technical expertise."

You can find out more about Will Foust in the link below:

  • LinkedIn: https://www.linkedin.com/in/willfoust/

HOST: Armando Biondi
GUEST: Will Foust
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Danny Essner, VP Marketing at Chameleon, explores the shift towards product-oriented marketing strategies and the technologies that empower this transformation. The conversation touches upon the emergence of product demo software, messaging as an engagement channel, and the importance of product-to-sales connectivity. The interplay between product, marketing, and sales is examined, with a focus on aligning strategies with varying market segments and buyer dynamics.

HIGHLIGHT QUOTES

The Shift Towards Product-Centric Marketing - Danny Essner: “A modern tech stack is now built on tools that allow us to do much more showing and much less telling.”

Collaboration between Product, Marketing, and Sales - Armando Biondi: “Instead of being marketing led or product led or sales led and thinking about those things in isolation, it's more around how marketing and product and sales can contribute to the buyer's journey.”

You can find out more about Danny Essner in the link below:

  • LinkedIn: https://www.linkedin.com/in/dannyessner/

HOST: Armando Biondi
GUEST: Danny Essner
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Danny Essner, VP Marketing at Chameleon, joins Armando Biondi to discuss the changing dynamics of demand generation in a product-led business landscape. Traditionally, demand generation was focused on generating leads for the sales team. However, as the world shifts toward a product-led approach, the role of marketing has evolved significantly. Marketing is now responsible for guiding customers through their product exploration journey and showcasing the value of the product itself. Danny explains how marketing's role has expanded to encompass post-conversion engagement, highlighting the need for new strategies and channels. He emphasizes the importance of product-oriented storytelling and the role it plays in helping customers grasp the value proposition of a product. The episode sheds light on the challenges and opportunities presented by this shift in demand generation strategies.

HIGHLIGHT QUOTES

Shifting from Lead Generation to Value Delivery - "We're quickly moving from a world that was predominantly sales led to a world that is increasingly product led or at least a hybrid between product and sales led."

Empowering Customers through Product-Oriented Storytelling - "Our role is to move prospects from the product side to the sales side and ensure a smooth transition, identifying when they're ready for sales."

You can find out more about Danny Essner in the link below:

  • LinkedIn: https://www.linkedin.com/in/dannyessner/

HOST: Armando Biondi
GUEST: Danny Essner
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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Alexandra Alexsin, Head of Demand Generation at Leapsome, shares her strategies for successful marketing through data-driven approaches. She stresses the importance of beginning conversations with well-defined goals, driving everyone to consider the metrics that matter. The need to invest in long-term strategies over quick fixes is emphasized, with a warning against relying on disjointed tools. Alexandra advocates for a unified source of truth, with the CRM being her preferred choice due to its accessibility to all departments. She underlines the importance of training to ensure that data access is widespread and not confined to a single person. The concept of "marketing influenced" accounts is presented as a valuable north star metric, capturing marketing's impact on engagement. Throughout, the significance of iteration and adaptability in refining strategies is highlighted.

HIGHLIGHT QUOTES

Starting with Goals: A Foundation for Success - Alexandra: "I make a point to start every conversation with what are the goals. The reason I do that is because it gets everyone in the room thinking about what metrics do we need to track and why. And then that starts to create this semblance of an idea of, okay, we know that this is important to marketing."

Embracing Iteration and Adaptability - Alexandra: "Iterate, iterate, iterate. Be open-minded and from there, the key takeaway from all of this should be if at first you don't succeed. Try, try again... be open to it, be open-minded. And from there, the key takeaway from all of this should be if at first you don't succeed. Try, try again.

You can find out more about Alexandra Alexin in the link below:

  • LinkedIn: https://www.linkedin.com/in/alexandraalexin/

HOST: Joe Aicher
GUEST: Alexandra Alexin
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Alexandra Alexin, Head of Demand Generation at Leapsome, delves into the challenges of managing data in modern business systems. Using her own experiences, she highlights the pitfalls of lacking a single source of truth and the subsequent data manipulation challenges. Alexandra emphasizes the importance of decision-making when it comes to data tools and the need for thorough documentation and training. Her talk provides valuable insights into achieving data consistency across departments and ensuring that future employees can access historical information with ease.

HIGHLIGHT QUOTES

The Challenge of Data Manipulation - Alexandra: "Once you don't have that single source of truth and the data has to be manipulated externally, you have a problem once you start saying, okay, well, let's take our Salesforce data. We've got to export that... Now you have a massive problem.

Navigating Data Source Decisions - Alexandra: "To fix this, a decision needs to be made about a single data source... Let's say that your company is currently using HubSpot and you're using HubSpot for your CRM and for your marketing automation. Now you're deciding, well, should we start to migrate our CRM over to Salesforce? A lot of our people know how to use Salesforce. This might be a really good thing."

You can find out more about Alexandra Alexin in the link below:

  • LinkedIn: https://www.linkedin.com/in/alexandraalexin/

HOST: Joe Aicher
GUEST: Alexandra Alexin
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, host Armando Biondi engages Aaron Cort, the VP of Operations at ClickUp, discusses the importance of a reliable source of truth in data, the modern data stack, and key considerations for marketing teams. He emphasizes the significance of structured data architecture and clear metrics definitions. The discussion delves into strategies for fostering alignment across complex organizations and practical steps for driving growth.

HIGHLIGHT QUOTES

Crafting Clear Metrics Definitions for Business Clarity - "Having clear data definitions on your key metrics is crucial. If you don't have simple definitions, that's a problem."

Starting with Strategies to Drive Organizational Growth - "Start with strategies. Start with how you're forecasting growth in the business. That exercise will force you to think about this stuff."

You can find out more about Aaron Cort in the link below:

  • LinkedIn: https://www.linkedin.com/in/aaroncort/

HOST: Armando Biondi
GUEST: Aaron Cort
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, host Armando Biondi engages Aaron Cort, the VP of Operations at ClickUp, to uncover the top ten mistakes that developers should steer clear of when striving for efficient marketing program development. Aaron brings his extensive experience to the table, sharing insights from ClickUp's remarkable journey, which saw them grow from 4 million ARR to a hundred million ARR in just two years. The discussion is structured around four critical areas: strategy, content, community, and data. Aaron underscores the significance of concentrating on leading indicators, leveraging organic insights to fuel performance, and creating a robust data infrastructure. He emphasizes that community engagement, consistent updates, and a deep understanding of the ideal customer persona are pivotal to successful program development.

HIGHLIGHT QUOTES

The Power of Focusing on Leading Indicators - Aaron Cort: "The thing to focus on when you're a marketing team, especially are the leading indicators. This is website visits, signups, activations, and conversions. These are the things that drive revenue that creates the end result. And you need to focus on those as a hyper focused asset, as opposed to hyper focusing on the end result, which doesn't lead to control."

Community Building and Trust - Aaron Cort: "Consistency and predictability allow people to trust you, recommend you, and ultimately, want to pay for using your product or use it long term. And that is the biggest part of the community outside of what I had mentioned on the prior slide. Another aspect of the community, and notice we have a few points for this, is not having formal ICP, ideal customer persona archetypes or definitions."

You can find out more about Aaron Cort in the link below:

  • LinkedIn: https://www.linkedin.com/in/aaroncort/

HOST: Armando Biondi
GUEST: Aaron Cort
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, host Armando Biondi and Kelly Benish, VP Strategic Partnerships at Uberall, discuss the intricacies of forming strategic partnerships. They delve into the importance of mutual investment, creating an onboarding plan, stakeholder engagement, and overcoming obstacles in partnerships. Kelly shares her expertise on effective communication, deep partner profiling, and the value of personal connections. The conversation also highlights the significance of timelines, milestones, and the role of marketing in partnership success. The duo addresses the challenges of lengthy sales cycles and the role of vulnerability in relationship-building. They conclude by emphasizing the necessity of understanding and adapting to each partner's unique needs and offering practical tips for initiating partnerships.

HIGHLIGHT QUOTES

Mutual Investment and Joint Business Ventures - Kelly Benish: "Strategic partnerships are a joint business venture; you have to put your entrepreneurial hat on."

Building Strong Partnerships Through Understanding - Armando Biondi: "It's like that proverbial one plus one equals three, where if there's joint alignment and complementarity, interesting things can happen with the proper investment and time."

You can find out more about Donti in the link below:

  • LinkedIn: https://www.linkedin.com/in/kelly-benish/

HOST: Armando Biondi
GUEST: Kelly Benish
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Kelly Benish, VP Strategic Partnerships at Uberall, shares her expertise on strategic partnerships and offers valuable insights into building successful and lasting relationships. She emphasizes the importance of personalized experiences, active listening, and guiding partners through challenges. The discussion covers topics such as partner qualification, best practices, risk assessment, and the role of partner playbooks.

HIGHLIGHT QUOTES

Empathy and Expertise: The Foundation of Strategic Partnerships - Kelly Benish: "Building meaningful connections in strategic partnerships is not a pitch. It's a mutual alignment. You've already agreed that they have a need and you can potentially fill it. So now it's just looking at the path forward on how to do that. Map the path effectively and always provide a thoughtful approach. Exercise empathy, accessibility, always be there if they need something and already have the answer or seek the answer from others that have done it before."

Partner Playbooks: Guiding Success through Shared Knowledge - Kelly Benish: "Educating and guiding your partners is crucial; transferring your expertise into their operations makes the partnership thrive. So many times this is going to require you to wear many hats, seek advice from industry friends or existing partners, even to build that expertise. These playbooks should always include all the success factors and criteria that they will surely need through the process. And your job is to really make it easy for them and do all of the hard work and heavy lifting on their behalf."

You can find out more about Donti in the link below:

  • LinkedIn: https://www.linkedin.com/in/kelly-benish/

HOST: Armando Biondi
GUEST: Kelly Benish
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Donti Twine, Director of Sales at Kaseya, discusses the importance of collecting and utilizing customer feedback to drive business growth. He addresses the challenges associated with biased feedback sources and highlights the significance of creating a culture of data collection. The conversation emphasizes the role of cross-functional collaboration and real-time revenue expansion opportunities through continuous customer engagement. Practical tips for establishing a feedback loop and metrics-driven decision-making are shared.

HIGHLIGHT QUOTES

The Power of Cultivating Customer-Centric Culture - Donti Twine: "Feedback mechanism is so important. You're doing things for the masses. You're gonna have those one-offs, right? But those one-offs will derail the rest of your revenue that you can sink from the rest of the customer base."

Real-Time Revenue Expansion through Customer Engagement - Gary Amaral: "Pragmatically, these pulse checks, these conversations, these are like real-time revenue expansion opportunities."

You can find out more about Donti in the link below:

  • LinkedIn: https://www.linkedin.com/in/donti-twine-mba-2750165/

HOST: Gary Amaral
GUEST: Donti Twine
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Gary Amaral welcomes Donti Twine, Director of Sales at Kaseya, to discuss the transformative power of turning client feedback into revenue. Donti emphasizes the vital link between prioritizing customer satisfaction and increased profitability, highlighting that businesses focusing on customer satisfaction are 60% more profitable. He delves into the concept of value leakage and its impact on brand and company culture, showcasing the ripple effects of losing sight of customer needs.

Donti addresses challenges faced by sales representatives in converting unhappy customers, particularly in managing negative feedback from sources like social media and peer groups, which can hinder cross-sell and upsell opportunities. He stresses the need to capture, analyze, and interpret customer feedback to create actionable insights that drive business growth.

Data collection emerges as a critical strategy for enhancing customer experience, with Donti advocating a multi-threaded approach involving surveys, social media monitoring, sales analytics tools, and more. He emphasizes the importance of identifying trends in the data to avoid allocating excessive resources to isolated customer concerns, which could compromise overall customer loyalty and repeat business.

The episode explores strategies for boosting customer loyalty and revenue, highlighting the significance of customer acquisition and fostering partnerships with clients. Donti underscores the value of defining a clear business purpose centered on customer welfare and long-term profits. He encourages businesses to view customers as partners, emphasizing that highly satisfied customers contribute to increased revenue.

Donti concludes with a reminder to stay focused on the core business purpose and to cultivate sustainable profits over the customer's lifetime. He highlights the resilience of businesses with loyal customers during market downturns, attributing this to the strong focus on customer satisfaction and success.

HIGHLIGHT QUOTES

Prioritizing Customer Satisfaction for Profits - Donti Twine: "Businesses that prioritize customer satisfaction are 60% more profitable than those that don't."

The Importance of Customer Lifetime Value - Donti Twine: "Customer lifetime value should guide strategies for retention and loyalty."

You can find out more about Donti in the link below:

  • LinkedIn: https://www.linkedin.com/in/donti-twine-mba-2750165/

HOST: Joe Aicher
GUEST: Donti Twine
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Christine Crandell, President at New Business Strategies, discusses the revolutionary concept of Experience-Led Growth (ELG) and its significance in modern business strategies. She explains how integrating experience into an organization's mission, vision, and goals can lead to exceptional outcomes. Using examples from companies like Salesforce and BMW, Christine demonstrates the positive impact of ELG on customer satisfaction and business success. She highlights the importance of understanding stakeholder experiences through trend analysis, co-creation sessions, and qualitative interviews. Christine also addresses indicators of a lack of experience-led growth, such as disconnected customer experiences during onboarding or across different departments. She concludes by encouraging businesses to embrace ELG and offers a 30-minute consultation to help them embark on this transformative journey.

HIGHLIGHT QUOTES

Embracing the Power of Exceptional Experiences - Christine Crandell: "In a world of constant change and uncertainty, relying on outdated strategies and approaches can spell disaster."

Transforming Business Through Experience-Led Growth - Christine Crandell: "ELG empowers us to break free from the shackles of yesterday's logic and embrace new ways of thinking and new ways of thriving."

You can find out more about Christine in the link below:

  • LinkedIn: https://www.linkedin.com/in/christinecrandell/

HOST: Joe Aicher
GUEST: Christine Crandell
Breadcrumbs Podcast

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SHOW SUMMARY

In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Christine Crandell, President at New Business Strategies, joins Joe Aicher to explore the transformative concept of Experience-Led Growth (ELG). Christine draws on her extensive experience in understanding customer needs to reveal the intricacies of experience gaps and their impact on revenue and success. She highlights the challenges posed by evolving customer expectations and underscores the need to close these gaps just as rigorously as revenue gaps.

Christine introduces the idea of ELG, which revolves around understanding and meeting the expectations of all stakeholders, transcending traditional B2C and B2B boundaries. She describes how ELG combines the strengths of product and market-led principles, positioning experience as the driving force behind revenue growth. Christine also outlines the benefits of ELG, including clear goal definition, focused resource allocation, and the shift from reactive to proactive business approaches.

Tune in to this episode to learn how to bridge experience gaps and leverage the power of ELG to achieve unparalleled growth and success.

HIGHLIGHT QUOTES

Bridging the Gap: Customer Expectations vs. Vendor Perception - Christine Crandell: “The gap between what a vendor thinks the customer wants as their experience of the life cycle and what the customer actually really wants. That gap is often pretty huge.”

Unleashing the Power of Experience-Led Growth - Christine Crandell "ELG is all about understanding and meeting the expectations of everyone. Right. That's customers, employees, vendors, investors, and the communities that we work in that we live in. So it's about going beyond just products and services and delivering exceptional value to all stakeholders."

You can find out more about Christine in the link below:

LinkedIn: https://www.linkedin.com/in/christinecrandell/

HOST: Joe Aicher
GUEST: Christine Crandell
Breadcrumbs Podcast

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SHOW SUMMARY

In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Joe Aicher and Joe Gelata, the director of Business Operations at OTTO Motors, delves into the critical concept that drives company success: the strategic choices made regarding priorities. Joe Gelata emphasizes that success isn't solely determined by a company's actions, but also by its ability to decide which paths to avoid. The conversation explores the challenges of resource allocation and how to effectively manage tasks and energy, particularly within the realm of Revenue Operations (RevOps). He discussed the use of a priority matrix and shares how his team employs project management tools and a company-wide wiki to transparently communicate priorities and projects.

HIGHLIGHT QUOTES

The Essence of Company Success: Strategic Choices and Prioritization - Joe Gelata: "Companies are successful, not necessarily because of what they do, but because of what they choose not to do. So make sure you choose wisely."

Balancing Urgency and Growth: Navigating Priorities in Different Company Phases - Joe Gelata: "I'd say it would change based on the life cycle or where the company is in their life cycle. If it's a really early stage company, a lot of those improvement projects end up getting thrown in the garbage because things are changing so quickly... Once you have a really repeatable engine, then it kind of turns into more maintenance."

You can find out more about Joe in the link below:

  • LinkedIn: https://www.linkedin.com/in/joegelata/

HOST: Joe Aicher
GUEST: Joe Gelata
Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Joe Gelata, Director of Business Operations at OTTO Motors, discusses the need for a smaller, focused team in revenue operations to achieve impactful results. He highlights the trap of excessive work without strategic value and introduces the concept of the Eisenhower Matrix for effective project prioritization. By setting deadlines and creating artificial urgency for important yet less urgent tasks, RevOps teams can ensure these valuable projects are completed. Dividing responsibilities and transparently communicating the team's priorities also play pivotal roles in maximizing efficiency and strategic impact. Joe also emphasizes the importance of striking a balance between resource constraints and necessary capabilities to drive organizational growth.

HIGHLIGHT QUOTES

Unleashing Strategic Value in RevOps - Joe Gelata: “If you're doing more work, but not providing the strategic value you hope for, you're just getting stuff done, not necessarily the good stuff.”

Building Scalability Through Prioritization - Joe Gelata: “High importance, but low urgency tasks are where the scalability of your company is built.”

You can find out more about Joe in the link below:

  • LinkedIn: https://www.linkedin.com/in/joegelata/

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Lorena Morales, the Director of Digital Marketing and Revenue Operations at JLL, discusses the benefits of integrating Objectives and Key Results (OKRs) with lead management practices. The speaker highlights four main advantages of this alignment, including improved clarity, visibility, and adaptability. Setting relevant metrics for lead management OKRs is essential for data-driven decision-making. Ultimately, combining OKRs and lead management can lead to increased revenue and success.

HIGHLIGHT QUOTES

Aligning Lead Management with OKRs Drives Effective Practices and Increases Chances of Success - Lorena Morales: “And the answer is never simple, right? Like, it's never an easy way to get there. But with these types of frameworks that again are not easy to apply because they have to come from leadership all the way to individual or ICs, individual contributors. You can get there.”

Choosing the Right Metrics Helps in Tracking Performance and Making Data-Driven Decisions - Lorena Morales: “This is important because when setting OKRs for lead management, you have to identify key metrics that indicate progress and success. Without these, you can't move forward. These metrics should be aligned with the stages of the lead management process that I already mentioned before, and should provide actionable insights for optimizing lead generation, qualification, nurturing, and conversion.”

You can find out more about Lorena in the link below:

  • LinkedIn: https://www.linkedin.com/in/moraleslorena/en/

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Lorena Morales, the Director of Digital Marketing and Revenue Operations at JLL, explains the significance of OKRs (Objectives and Key Results) and their role in goal-setting. She highlights the hierarchical structure of OKRs, where high-level objectives cascade down to individual objectives. Lorena then connects lead management, the process of capturing, tracking, nurturing, and converting leads into customers, to OKRs. She emphasizes the importance of building relationships to generate revenue and aligning lead management efforts with overall organizational goals. This alignment fosters collaboration and improves performance across teams.

HIGHLIGHT QUOTES

The Power of Human-to-Human Interactions - Lorena Morales: "Without relationships, you really don't have anything because towards the end, I don't believe in B2C or B2B anymore. I believe in age to age, human to human, and those human-to-human interactions are going to provide valuable information at the end and guide customers through the entire buyer's journey."

Aligning OKRs for Revenue Generation - Lorena Morales: "By aligning both frameworks that are very customer-centric as well, we are focusing on revenue generation. This focus shifts from having a general mindset towards revenue, towards how do I generate revenue and how do I achieve the desired business outcome while OKRs provide a clear direction for lead management efforts, ensuring that the strategies are activities and that those activities are tied directly to overall organization goals."

You can find out more about Lorena in the link below:

  • LinkedIn: https://www.linkedin.com/in/moraleslorena/en/

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Rosalyn Santa Elena discusses the significance of a strong revenue operations infrastructure in enabling business strategy and optimizing execution. The key takeaway is that revenue operations is the strategic differentiator to drive and optimize the revenue engine. She emphasizes the importance of alignment across people, processes, technology, data, insights, strategy, and enablement in the revenue operations function. A rev ops team, starting with generalists, can help bridge gaps and achieve business objectives. The focus is on hiring for areas that require improvement and leveraging different skill sets from various backgrounds.

HIGHLIGHT QUOTES

Revenue Operations: A Strategic Differentiator - Rosalyn: "Revenue operations is the strategic differentiator really to drive and optimize the revenue engine, which is, you know, really what I believe Rev Ops can bring to an organization when it's done right."

Finding the Right Rev Ops Hire - Rosalyn: "If you want a solution, it's like, where are your biggest pain points? I think about from a company perspective, what are the main objectives that you have for the year? And then where are those gaps to get there? That's where I would hire for."

You can find out more about Rosalyn in the link below:

  • LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Rosalyn Santa Elena, founder of the Rev Ops Collective, discusses the common mistakes companies make in approaching revenue operations. She emphasizes the importance of an end-to-end approach to the revenue process and the need for a strong infrastructure to drive efficiency and predictability. Rosalyn highlights the role of RevOps as a strategic business partner and the challenges faced by RevOps professionals. She concludes with the importance of proper guidance and support for success in the RevOps domain.

HIGHLIGHT QUOTES

The Spirit of Revenue Operations - Rosalyn: “When I think about revenue operations, it's really come a very long way, right over the last, you know, five, 10 years. And really most recently, I think the last three or four years, you know, with, for many reasons, right. The volatility of the market, the ever-changing landscape of driving and retaining revenue, and then that critical need for those deep insights now, right, into what's working, what's not. With all of those needs, I think RevOps is definitely one of the hottest areas, you know, hottest topics, but I still think that many companies are approaching, really approaching revenue operations wrong.”

RevOps as a Valued Business Partner - Rosalyn: “I do think many companies still view and treat RevOps as this back office, you know, support or administrative function, you know, that tactical doer. And that's the team that manages help tickets, right, and supports the revenue team. And yes, we are definitely supporters or definitely enablers, I would say, of the revenue team. But the real benefit of RevOps is when they become that valued business partner, right? They're that thought partner. And then you can start to leverage their pulse on the day to day operations, right? The data, the insights that are available and their business acumen, right? As well as their strong understanding of the customer. And then you can be strategic in helping, you know, then that rev ops team and leader can be strategic and helping to really shine a light on, you know, what's happening in the business and then where to lean in, right. And where to focus.”

You can find out more about Rosalyn in the link below:

  • LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Ian Wroobel shares valuable insights on optimizing sales development strategies and driving towards long-term goals. He emphasizes the importance of setting clear objectives and hiring effective first-line leadership. Ian also discusses the benefits of incentivizing sales development reps throughout the deal cycle and fostering a strong foundation of industry knowledge. The conversation touches on managing expectations for career progression and striking the right balance between activity metrics and outcome-based rewards. Overall, investing in sales development is presented as a key driver of long-term and measurable value.

HIGHLIGHT QUOTES

The Power of Investing in Sales Development - Ian Wroobel: "Investing in sales development with the same focus as direct sales organizations provides long-term dramatic and measurable value."

Balancing Metrics and Outcomes in Sales Development - Gary Amaral: "You're trying to find a healthy balance between Hey, I know it takes effort. I want to reward the effort. But ultimately I care about the outcome."

You can find out more about Ian in the link below:

  • LinkedIn:https://www.linkedin.com/in/ianwroobel/

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Gary Amaral interviews Ian Wroobel, an experienced sales director soon to join a leading data and AI company. Ian shares his unique perspective on why many businesses approach sales development incorrectly and how to build a successful sales development organization. He emphasizes the importance of aligning business goals, providing consistent coaching and enablement, and developing the right compensation strategy. The discussion revolves around driving quality pipeline, facilitating rep progression, and allowing experienced AEs to focus on closing deals. Tune in for valuable insights and tips on motivating sales reps in a challenging environment.

HIGHLIGHT QUOTES

The Misalignment of Sales Development and Business Goals - Ian Wroobel: "From my perspective, I think the real challenge of building and scaling sales development lies with the mission of the organization itself. Really it's the focus upfront of how you're actually building the organization. I've noticed there's a misalignment with business goals. Lead gen versus development is sometimes at odds. Inherently, there are certain things that are at odds with each other. There's overlap in terms of lead gen versus development, and it can lead to blurred lines between quality and quantity."

The Value of a Strong Sales Development Organization - Ian Wroobel: "A sales development organization could be one of your most valuable assets. It's not just another problem to throw bodies at. Having a vision for prioritizing lead gen or AE progression is the foundation to build on. A strong sales development organization allows for experienced AEs to focus on closing, and it can lead to better retention rates and performance of reps. Furthermore, the right vision leads to more motivated sales reps, which is paramount for success in a tough job like sales development, where rejection is a daily challenge."

You can find out more about Ian in the link below:

  • LinkedIn:https://www.linkedin.com/in/ianwroobel/

HOST: Gary Amaral

GUEST: Ian Wroobel

Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Sebastien van Heyningen, President of Central Metric, discusses the importance of aligning the buyer journey from the buyer's perspective. He emphasizes the need to map out the buyer journey, stage by stage, and align it to the buyer's goals. Process automation and optimization are presented as methods to enhance the buyer journey. Sebastien stresses the significance of consistently demonstrating value to lead the buyer towards making a decision. Practical steps for improving the buyer journey are also provided, including a free buyer journey blueprint workshop.

HIGHLIGHT QUOTES

Paving the Road to Your Solution: The Importance of Buyer Journey Mapping - Sebastien van Heyningen: "If you don't pave the road that your buyers take to your solution, they will take another road, and that doesn't even necessarily mean that they'll go with the competitor. They might solve the problem themselves."

Empathy in Sales: Convincing Through the Customer's Logic - Sebastien van Heyningen: "I find that sometimes the best way to convince somebody that they're wrong is to follow their logic to its conclusion. In most cases, with the kind of stacks and processes that we're looking at, that end result, that conclusion is not sales or not sales development."

You can find out more about Sebastien in the link below:

  • LinkedIn:https://www.linkedin.com/in/sebastienvanheyningen/

HOST: Joe Aicher

GUEST: Sebastien van Heyningen

Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Sebastien van Heyningen, President of Central Metric, emphasizes the significance of the buyer journey over the offering itself. He notes common issues like complicated sales processes, lack of focus on buyer experience, and founder arrogance in assuming product adoption. Sebastien stresses the importance of delivering value beyond the solution and engaging with buyers throughout their journey. He advises against investing in software before understanding the actual problems. Sebastien encourages businesses to map their ideal buyer journey to avoid fragmented buyer experiences.

HIGHLIGHT QUOTES

Your Buyer Journey Matters More Than Your Offering - Sebastien van Heyningen: "Your buyer journey matters more than your offering. So whatever it is you're selling as cool as that is as important as the problems that you solve are. What's more important is the road that your buyers take to engaging with you."

Winning by Design: Engaging Superior Buyer Journey - Sebastien van Heyningen: "They won by design, the design of their buyer journey, the way that they engage with their buyers was superior to their competitors. And so they won."

You can find out more about Sebastien in the link below:

  • LinkedIn:https://www.linkedin.com/in/sebastienvanheyningen/

HOST: Joe Aicher

GUEST: Sebastien van Heyningen

Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Armando Biondi and Kenny Lee, VP Revenue Marketing at Seismic, discuss the importance of a sophisticated scoring engine for high-performance in a company. They explore how many companies overlook the significance of such systems and opt for simple scoring models. Kenny shares his experience working in companies that lacked product-market fit and were ahead of market maturity, which required a more proactive approach to generate demand.

They delve into the negotiation and alignment aspect of scoring systems, emphasizing the need for careful and empathetic communication among teams. Kenny highlights the importance of proper qualification questions to get the sales pipeline on 3rd base, ready to close deals. The conversation also touches on the role of measuring success in revenue marketing, with a focus on reducing marketing to sales handoff percentages and ensuring effective pipeline conversion.

HIGHLIGHT QUOTES

Pulling the Market Forward: The Power of Proactive Demand Generation - Kenny Lee: "I have been, I jokingly say, fortunate to work at some companies that didn't have product market fit, was not a leader in its space, right? We have to, we were selling a product that was or a solution that was way ahead of market maturity. And so, you know, you can't wait for the phone to ring and look at harvest that demand. I think traditional demand models where you have that sausage factory or baton handoff works when everyone's in a buying mood, everyone's got money, they want to test and iterate when I was working in companies that didn't have that recognition, you have to pull the market forward that no one's answering your phone, no one's buying."

From Anecdotes to Data: The Value of a Closed Loop Model - Kenny Lee: "The other thing that I'll tell you as an insight, uh, Armando, that we learned was that in this process, right? Old school mentality was, hey, marketing's not doing their job or inside sales is dropping the ball, you know, in this process where we all agreed on the handoff stages, what it would look like sales going through their process, we actually learned that a lot of it was product shortcomings, right? And we're not pointing fingers. We're just saying, look, okay. We're losing customers at stage 2 because there are product gaps. And here's the data that tells us that."

You can find out more about Kenny in the link below:

  • LinkedIn:https://www.linkedin.com/in/kennykhlee/overlay/photo/

HOST: Armando Biondi

GUEST: Kenny Lee

Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Kenny Lee, VP Revenue Marketing at Seismic, challenges the traditional lead scoring model and suggests a better approach to improve go-to-market efficiency. He highlights the common problem of each team working in their own silo, creating their own methodology for success. This leads to low conversion rates and missed bookings targets. Kenny proposes analyzing winning pipeline data to build a more effective lead scoring model. By identifying key attributes of successful opportunities, teams can align and improve their qualification and disposition processes. This approach helps answer crucial questions about buying accounts, buyers, and their behaviors, ultimately increasing velocity through the customer journey.

HIGHLIGHT QUOTES

Need for alignment between marketing, inside sales, and sales teams - Kenny: “If marketing is hitting their pipeline goals, but sales is missing their numbers, you can't give each other high fives on the marketing team because something isn't working”

Importance of stakeholder alignment and division of attributes for success - Kenny: “Ultimately, if you want to know what winning pipeline to bookings looks like, analyze that and then get all your go to market teams aligned to those attributes and figure out how to divide those and conquer”

You can find out more about Kenny in the link below:

  • LinkedIn:https://www.linkedin.com/in/kennykhlee/overlay/photo/

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Andy Mowat, CEO of Gated, discusses the future of CRM, suggesting that the next CRM will be a data warehouse. Andy Mowat and Joe Aicher discuss strategies for improving sales pipeline coverage and accelerating pipeline movement. They highlight the importance of identifying and addressing churn and how pipeline coverage varies across industries and regions. They also address the challenges faced by reps in handling data and suggest potential solutions using insights, dashboards, and simplified user experiences. The power of community and events in engaging prospects and customers is emphasized as well.

HIGHLIGHT QUOTES

Identifying and Working Churn - Andy Mowat: “Sometimes churn itself is out of the CS reps control, but what's not out of their control is identifying it and working it and coordinating across the company. And so we started to hold people accountable to are you identifying and working churn in the right way and risk of churn? So, um, this isn't tomorrow, but it's coming soon, which is less about configuring systems.”

You can find out more about Andy in the link below:

  • LinkedIn:https://www.linkedin.com/in/amowat/

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Andy Mowat, CEO of Gated, discusses the future of CRM, suggesting that the next CRM will be a data warehouse. He shares his experience in scaling companies and the limitations of traditional CRM systems. Andy highlights the flexibility and analytical power of data warehouses, as well as emerging tools that offer more flexibility for reps. The presentation concludes with recommendations for investing in data literacy, upgrading the data stack, and reevaluating metrics to adapt to this future engagement.

HIGHLIGHT QUOTES

Your Next CRM is a Data Warehouse - Andy Mowat: “I fundamentally do believe that the next your next CRM will be a data warehouse. I don't necessarily mean that your reps will log into that, but when you put the core data model into a data warehouse, you can do a lot more things that I just described on the previous page. The way the system your reps log into, it's not going to be Salesforce anymore. Imagine if you can roll a UX for your team that's not necessarily locked and loaded with your data model. It becomes a lot more flexible.”

Investing in Data Literacy and the Modern Data Stack - Andy Mowat: “If you believe this world is coming, what are some of the things you can do? One is just make sure that you've invested in your team's data policy. I would say at Box, we had a course for SQL that anyone in the company could take, so we just had a much more data fluid company. Number 2, invest in your data stack. There are tools that can help you get there with a little bit less complexity, things like boost up or sinkery. Finally, rethink the metrics that you're holding your team accountable to, such as pipeline coverage, sales cycles on renewals, and identifying churn or contraction ahead of time.”

You can find out more about Andy in the link below:

  • LinkedIn:https://www.linkedin.com/in/amowat/

HOST: Gary Amaral

GUEST: Andy Mowat

Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Alvaro Soto, Director of Product Management and Growth at Procore, discusses the importance of product teams taking ownership of revenue goals. He highlights the need to understand how to achieve revenue targets and convert usage into monetary value. Alvaro addresses the discomfort that product and UX research teams may experience when discussing money and monetization. He explains that in sales-led organizations, there is often a disconnect between product and revenue targets. However, with the introduction of product growth, this mindset needs to change. The session also touches upon the tendency for organizations to rely on third-party vendors for research and the importance of asking unbiased questions. Alvaro emphasizes the significance of accurate customer intent to purchase research and suggests incorporating continuous research practices internally. The session concludes with Alvaro providing his contact information for further engagement.

HIGHLIGHT QUOTES

Owning Revenue Goals: The Key Responsibility of Product Teams - Alvaro Soto: “All right, so the takeaway, the product team needs to own revenue goals. That's the main thing. And when we own revenue goals, then we have to understand how to get to those targets. So not only do we need to understand if are we building something valuable and we're gonna drive engagement, and all of those KPIs that we're used to measuring, but are we actually going to convert that usage into... money. And it just makes sense that the product team owns the research to achieve these goals.”

You can find out more about Alvaro in the link below:

  • LinkedIn:https://www.linkedin.com/in/varosoto/

HOST: Gary Amaral

GUEST: Alvaro Soto

Breadcrumbs Podcast

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In this episode of The Revenue Cafe Podcast, host Gary Amaral is joined by Alvaro Soto, Director of Product Management and Growth at Procore, to share his insights on how UX teams can take the lead in willingness to buy research within an organization. He emphasizes the importance of breaking down the fear around revenue measurement and highlights the significance of product-led growth (PLG) in understanding customer value and conversion. Alvaro also discusses the limitations of external firms' research and the need for internal teams to actively engage in conducting research to determine if products are not only delivering value but also converting customers into paying customers. He presents practical tactics for product teams to partner with UX and effectively evaluate customer willingness to buy.

HIGHLIGHT QUOTES

Shifting the Focus: Building Products Customers Are Willing to Pay For.

"Building something customers need is better or greater than focusing on building something customers are willing to pay for. I'm not... saying that many product teams or UX teams will say that that is a fact, that there's just concern about delivering value and that the money will come in some other way. But I think that's something that we also need to debunk, right? Like, I think building value is not enough. Building products that customers are willing to pay for is what we're here to do." - Alvaro Soto

Empowering Product Teams for Effective Willingness to Buy Research.

"I hope that with this presentation, what I convinced teams is that, hey, if you already have a UX team, that's great. If you just have your product managers and your designers, they can be equipped to asking the right questions and to conduct the type of research that you need to start understanding if the products you're building are not just driving, delivering value to those customers, but that they're actually going to convert those customers into paying customers, which is ultimately what we want." - Alvaro Soto

Fostering Intuition and Collaboration through Huddles.

“We sit in open huddle channels all day long, so product and marketing will sit in the team kind of huddle and be able to collaborate and again, just like hear the snippets of what's happening... Huddles, I think, are an awesome way to do that.” - Jenny Orser

You can find out more about Alvaro in the link below:

  • LinkedIn:https://www.linkedin.com/in/varosoto/

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In this episode of The Revenue Cafe Podcast, Armando Biondi is joined by Genny Orser, VP of Marketing at Mappedin, discusses the challenges of communication in remote-first companies. She highlights the importance of daily stand ups and huddles in her company to foster collaboration and intuition. Jenny emphasizes the value of hearing raw facts and snippets of information rather than relying solely on documentation. Armando agrees, noting that documentation is useful for reference but not effective for real-time thinking. The conversation underscores the need for interactive communication in the remote work environment. Learn everything in more detail in this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live.

HIGHLIGHT QUOTES

Challenges of Communication in a Remote-first World. “In the current remote-first world, communication is becoming more and more challenging.” - Armando Biondi

The Value of Real-time Communication.“Documentation. I think it's very good backward. So if you don't remember why you took that decision or if you want to look at something that happened in the past, it's great, but for real time thinking of different teams, not effective at all.” - Armando Biondi

The Power of Daily Standups and Huddles. “All of our teams do daily standups. I don't think this is unique. I think lots of groups do this. But to me, that standup is incredible because product and marketing get to, like, you hear the raw facts about what's going on day to day.” - Jenny Orser

Fostering Intuition and Collaboration through Huddles. “We sit in open huddle channels all day long, so product and marketing will sit in the team kind of huddle and be able to collaborate and again, just like hear the snippets of what's happening... Huddles, I think, are an awesome way to do that.” - Jenny Orser

You can find out more about Genny Orser in the link below:

LinkedIn: https://www.linkedin.com/in/genny-orser-7a842951/

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In this episode of The Revenue Cafe Podcast, Armando Biondi is joined by Genny Orser, VP of Marketing at Mappedin, discusses the importance of aligning product and marketing teams for customer-centricity. She highlights how traditional customer teams (customer success, support, and sales) have typically been seen as the primary drivers of customer-centricity. However, Genny believes that product and marketing teams, with their front-row seats, can naturally be more customer-centric and should play a crucial role. She explains that by having both teams work closely together, companies gain a better understanding of the market, customer needs, and how to deliver a clear value proposition. This collaboration leads to improved alignment, stronger communication, and the ability to adapt value propositions and build holistic product roadmaps. Genny concludes by emphasizing the potential benefits of aligning product and marketing teams, regardless of the organizational setup, and invites further exploration of this topic. Learn everything in more detail in this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live.

HIGHLIGHT QUOTES

Product and Marketing Collaboration for Customer Centricity - Genny: “I really come to realize in my current role that, you know, with product and marketing, having a front row seat, I think that there are other teams within your organization that can naturally be more customer centric, and certainly should be.”

The Benefits of Bringing Product and Marketing Together - Genny: “Sitting within one roof and on one team, I think, has encouraged just the most heightened organic communication that could exist between these two groups, between your product and your marketing group.”

You can find out more about Genny Orser in the link below:

LinkedIn: https://www.linkedin.com/in/genny-orser-7a842951/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Glenn Schmelzle, the founder of Marketing What’s New and the host of the Funnel Reboot Podcast.

Glenn argues that marketing should own the cost of acquiring customers and be able to influence it. By controlling customer acquisition costs and making them a smaller portion of revenue, marketing can increase profitability and become the hero of the story. By feeding information from various platforms into Google Analytics Four, marketers can inform Google Ads and improve targeting without compromising personal data.

You can find out more about Glenn in the link below:

  • LinkedIn: https://www.linkedin.com/in/glennschmelzle/

Check out more Hot Takes on revenue acceleration on our website below!

About Breadcrumbs

Breadcrumbs – A Revenue Acceleration Platform Starting With Lead Scoring As It Was Meant To Be.

We think lead scoring shouldn’t be a black box – it’s your company and your leads. Your models should change as your strategy does, and black boxes just don’t cut it.

At Breadcrumbs, we think it shouldn’t cost you months and up to several hundreds of thousands of dollars just to hard-code the first iteration in your systems, you should be able to implement it and then iterate on it in minutes, and for free.

Our mission? In two words: revenue acceleration. We want to try and enable 2,000 companies -which at 500 free leads per month will be a cool 1,000,000 leads scored on a monthly basis- to take it to the next level and be the first early adopters of this new modern take of lead scoring.

A 10X better, 10X faster, 10X cheaper lead scoring that doesn’t suck anymore. Welcome to the age of Revenue Acceleration. Can we help you grow faster and more efficiently? Let us know, we’re more than happy to.

Learn more at https://breadcrumbs.io

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Glenn Schmelzle, the founder of Marketing What’s New and the host of the Funnel Reboot Podcast.

Glenn argues that marketing should own the cost of acquiring customers and be able to influence it. By controlling customer acquisition costs and making them a smaller portion of revenue, marketing can increase profitability and become the hero of the story. By feeding information from various platforms into Google Analytics Four, marketers can inform Google Ads and improve targeting without compromising personal data.

HIGHLIGHT QUOTES

Glenn-(0:02:13)

"Marketing should say that they can influence that cost, that they can do it better, and that when new tools come along that may allow marketing to get that cost down that the rest of the business needs to listen to marketing."

Glenn-(0:03:38)

"Marketing is then the hero of the story, and we get to continue to be a valued member in our company's leadership."

Glenn-(0:04:15)

"When marketing is trying to bring in new traffic, but they don't get full visibility into what's happening post click, post conversion with that traffic, how many of those leads became qualified, became opportunities,

You can find out more about Glenn in the link below:

  • LinkedIn: https://www.linkedin.com/in/glennschmelzle/

Check out more Hot Takes on revenue acceleration on our website below!

About Breadcrumbs

Breadcrumbs – A Revenue Acceleration Platform Starting With Lead Scoring As It Was Meant To Be.

We think lead scoring shouldn’t be a black box – it’s your company and your leads. Your models should change as your strategy does, and black boxes just don’t cut it.

At Breadcrumbs, we think it shouldn’t cost you months and up to several hundreds of thousands of dollars just to hard-code the first iteration in your systems, you should be able to implement it and then iterate on it in minutes, and for free.

Our mission? In two words: revenue acceleration. We want to try and enable 2,000 companies -which at 500 free leads per month will be a cool 1,000,000 leads scored on a monthly basis- to take it to the next level and be the first early adopters of this new modern take of lead scoring.

A 10X better, 10X faster, 10X cheaper lead scoring that doesn’t suck anymore. Welcome to the age of Revenue Acceleration. Can we help you grow faster and more efficiently? Let us know, we’re more than happy to.

Learn more at https://breadcrumbs.io

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In this session of Hot Takes Live by Breadcrumbs, Ian Shields, the Director of Marketing Ops Demand Generation at EcoVadis, emphasizes the importance of focusing on three key metrics to simplify and streamline business operations. Ian shares a quote by Steven Levitt, an economist and co-author of a book on economics, highlighting the need to make things less complicated. Additionally, he introduces a framework for customer lifecycle and campaign engagement to bring alignment and improve efficiency in the go-to-market strategy. The session emphasizes the storytelling element in data presentation to inspire action across stakeholders. The importance of branding and reputation is discussed, acknowledging their intangible yet significant impact on business success. Armando and Ian also mention the need to consider dimensions like product line, geography, and acquisition source when analyzing core numbers.

HIGHLIGHT QUOTES

Simplify and Align with Three Key Metrics - Ian: “When you focus on these three key metrics, it helps make the world less complicated. I love this quote by Steven Levitt, economist and co-author of the book for economics: 'simplify, make things less complicated with these three key metrics.”

The Power of Storytelling in Data Presentation and Action-Driven Insights - Ian: “Absolutely. Storytelling element is essential to not just explore the data, but to inspire action across all stakeholders. People won't necessarily remember the numbers as you present them, but if you can bring in a story element, they'll remember that, and that will inspire them.”

You can find out more about Ian in the link below:

LinkedIn: https://www.linkedin.com/in/iancshields/

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In this episode, Ian Shield, the Director of Marketing Ops Demand Generation at EcoVadis, discusses the three metrics that matter in the customer journey. With a shift from growth at all costs to efficient growth, organizations are now focused on being accountable for their dollars. Ian emphasizes the need to measure progress towards revenue goals and correlate marketing and sales activities with revenue. He presents a scalable and robust approach, highlighting the importance of identifying milestones and measuring quantity, conversion rate, and velocity between them. Ian also emphasizes the role of storytelling and analyzing customer experiences to improve efficiency. While discussing the three metrics, he acknowledges the ongoing need to build brand reputation, awareness, and trust. Learn everything in more detail in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Building Brand Reputation, Awareness, and Trust in the Customer Journey - Ian: "So think on how you can look at those customer experiences. That would decrease the velocity or increase the conversion rate. And the last thing is these are definitely three metrics that really matter in your customer journey. But don't discount a need to continue to build brand reputation, awareness, and trust. Those are things that are harder to measure. Not always visible, but they definitely can have a contributing factor to your full customer life cycle."

You can find out more about Ian in the link below:

LinkedIn: https://www.linkedin.com/in/iancshields/

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In this episode, Irena Soriano, VP of Enablement at Seismic, delves into the "improve" phase of the enablement strategy. Joe and Irina emphasize the importance of using collected data to enhance skills and improve enablement programs. Collaboration with managers, coaching, and driving accountability are key factors in achieving success. The field activation team plays a crucial role in providing feedback and identifying gaps for program improvement. Measuring the impact on business metrics and demonstrating value to executives are essential. Specific metrics tracked in different phases of enablement are discussed, highlighting the integration of technology in the process. The significance of having a plan and program for repeatable enablement success is emphasized, along with the need to track data, enable engagement, and measure outcomes. Learn everything in more detail in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Coaching Managers to Optimize Program Effectiveness and Accountability - Irina: "So here's really where we work with the managers to coach them to help us reinforce whatever enablement program we're driving for the year. And then also help us drive accountability with the teams where there is low enablement engagement because that happens, as we all know."

You can find out more about Irina in the link below:

LinkedIn: https://www.linkedin.com/in/irina-soriano/

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In this episode, Irina Soriano, VP of Enablement at Seismic, discusses sales enablement by the numbers. She shares a four-step strategy that emphasizes outcome-based enablement and showcases the value and ROI behind enablement efforts. The strategy includes planning, enabling, engaging, and improving. Irina explains the importance of aligning enablement with business outcomes, designing effective enablement programs, and tracking engagement and behavior changes. The goal is to enable sellers to deliver outstanding customer experiences and increase role proficiency and effectiveness. Learn everything in more detail in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Outcome-driven Enablement Consultant - Irina: "So we have a four step strategy in place, and I will walk through each of these steps. So the first step is for us to plan. We then move into enable, we then move into engage, and ultimately we look at improve. And that's all with the purpose of driving better outcomes and really play the numbers game with enablement."

You can find out more about Irina in the link below:

LinkedIn: https://www.linkedin.com/in/irina-soriano/

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So you've planned out your launch plan months ahead and now it's going smoothly. What do we want to do now? Janet Giesen, Founder and Principal at JetPath Consulting, talks about understanding why your launches are not having the impact they should and what you should do immediately after the launching.

Janet essentially gives us a blueprint for a successful launch. From planning and sorting out everything you need beforehand to what you should directly after. Learn everything in more detail in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Sometimes you need to go slow to go fast - Janet: "Rather than throwing something out there into the market, give time to plan. Maybe that's managing up or managing cross-functionally, and saying we need four more weeks to really plan this and do this pretty well. That can help people have really successful launches and just do better in the long run."

You can find out more about Janet in the link below:

LinkedIn: https://www.linkedin.com/in/janetgiesen/

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You have only one shot at launching something and launching it well. That essentially means that you don't have to launch something constantly. Janet Giesen, Founder and Principal at JetPath Consulting, talks about why your launches are not having the impact they should on the market.

Janet dives deep into the planning of launches and how much this process can drive your impact. Learn more by tuning in to this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Make sure that product, marketing, and sales are on the same page when launch planning - Janet: "When you're aligned and you're doing something in a unified way, you get that revenue boost. So making sure that you're launching together, that your go-to-market activities are rolling out together, and that everyone is ready at the same time."

You can find out more about Janet in the link below:

LinkedIn: https://www.linkedin.com/in/janetgiesen/

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More than 80% of high-growth companies take a value-based approach. So what does this mean for you and how do you first approach this? Jimmy Ku, Head of Growth for Developed Markets at Flutterwave, continues his talk about focusing on value.

For today's episode, Jimmy dives deep into the drivers of value. He also shares how he switched strategies over time to make sure everything becomes value-based. Learn all of this and more in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Have a conversation instead of trying to sell - Jimmy: "For me, it is really about listening to what they are looking to do, what they're looking to accomplish, and what their major pain points are. There are some high-level things you can do to get the conversation started. But if you are going off and continuing your pitch without truly listening and not really asking any questions, you're not connecting with who you're talking to."

You can find out more about Jimmy in the link below:

LinkedIn: https://www.linkedin.com/in/jimmyku/

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If you really think about it, no one really likes to be sold to and so the old ways of trying to sell just don't work anymore. Jimmy Ku, Head of Growth for Developed Markets at Flutterwave, talks about focusing on value and what we can provide to our customers when selling.

Jimmy lays down the overall process for providing value consistently in both the short and long term. Learn even more in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

What are your priorities to add value? - Jimmy: "Look to add value in every interaction. Every meeting should have something new otherwise why are you having another meeting? So make sure in every meeting there's something valuable that you are providing in that conversation."

You can find out more about Jimmy in the link below:

LinkedIn: https://www.linkedin.com/in/jimmyku/

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There should always be some engagement between sales, marketing, and product to make sure everyone is aligned. Joāo Romāo, Chief of Staff for Product at OutSystems, continues his discussion on the use and combination of the sales-led and product-led motions for maximum efficiency.

Joāo shares insights on how to use the best of both in order to see continuous and consistent growth and make sure you have a healthy offering that caters to different scenarios. There's a lot more to learn so tune in to in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

You might not see the results at first but they compound - Johan: "This shift from sales-led to product-led and combining them both, you must not look at it as a sprint. It's a marathon. It takes time, it takes trust, and it takes a lot of effort to make it work but the results are compounds."

You can find out more about Joāo in the link below:

  • LinkedIn: https://www.linkedin.com/in/joaoromao/

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Optimize for collaboration between sales and marketing by avoiding the "Us vs Them" mindset. Joāo Romāo, Chief of Staff for Product at OutSystems, talks about using sales-led and product-led strategies as two different options to drive growth in your company.

Joāo also discusses the main pitfalls to watch out for and avoid when integrating these two sales motions. Learn about sales-led versus product-led motions in more detail in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Start relationships with a product experience - Joāo: "For some users that are going through your product-led approach, it might be the case that they're so self-sufficient and so independent that they want to buy independently from a sales motion. For those, you always should have an escape valve for them to buy without being sold to."

You can find out more about Joāo in the link below:

  • LinkedIn: https://www.linkedin.com/in/joaoromao/

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Managing expectations internally is just as crucial as managing expectations with your buyer. Johan Benoualid, the former Chief Revenue Officer for EMEA and APAC at Akeneo, continues his discussion on the rollercoaster sales stage and helping your champion overcome their internal obstacles.

Changing the way your forecast is built and recognizing that the last mile could take longer is something you often should just acknowledge. Learn more about the essential factors for this in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Buying decisions are being put on hold - Johan: "There is so much competition now between the different projects that a company will approve internally that you need to create this sales page to manage the rollercoaster situation and help your team to be successful."

You can find out more about Johan in the link below:

LinkedIn: https://www.linkedin.com/in/johanbenoualid/

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Sales is a process whether you sell to SMB, mid-market, or large enterprises. Johan Benoualid, the former Chief Revenue Officer for EMEA and APAC at Akeneo, talks about the rollercoaster sales stage which requires teams to adapt to changing buying processes of customers.

By understanding the challenges of the rollercoaster stage, teams can then learn to provide a better customer experience. Learn more about the rollercoaster stage and how to adapt to it in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Buying decisions are being put on hold - Johan: "We see customers becoming more mature in the ways they buy. Sales cycle can get stretched. And did I expect it by higher level of management? I think that's a reality that most of us have seen and most of sales leaders have experienced last year.

"And this year, really that situation where our customer is doing all the sales process and have the budget approves the authority, but then the foundation is on hold. And that's where we become to be in a kind of roller coaster here."

You can find out more about Johan in the link below:

LinkedIn: https://www.linkedin.com/in/johanbenoualid/

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Salespeople must ask the right questions to diagnose a problem and provide a solution. Karl Ortmanns, VP of Sales at Agorapulse, discusses how to ask what and how questions. The demo is the prescription and it is the output of the insights that you learn to show the customer how you can make their life better.

Learn more about how demos are journeys, not destinations in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Remember to ask what and how questions, not why - Karl: "That's the whole notion of it is why questions are accusational by nature because I'm asking you, why didn't you do this? And you think of it as a parent. Why did you do that? This first question parents ask is why did you do that?"

"And kids go, I don't know. However, if you think about it from a sales context, if you start asking them, hey, what is it the solutions you're going to do? Hey, how would we get this done? If you start to ask what and how questions it provokes and drives engagement and conversation. If you ask why questions, it's going to put up a wall."

You can find out more about Karl in the link below:

  • LinkedIn: https://www.linkedin.com/in/karlortmanns/

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Doctors cannot prescribe medicine without diagnosing the problem first. Karl Ortmanns, VP of Sales at Agorapulse, discusses how the same goes for sales reps. Reps must first consider the type of sale, ask the right questions, and always seek to help rather than sell.

Learn more about making sales a two-way street rather than "I-centric" in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

The best salespeople add to the conversation - Karl: "Maybe the best way to say this is somebody who's paying attention, they're listening, they're taking notes, and they're actually adding to the conversation, and it's trying to create a two-way dialogue."

You can find out more about Karl in the link below:

  • LinkedIn:https://www.linkedin.com/in/karlortmanns/

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Not all demand waterfalls are created equal. Elizabeth Sullivan, VP of Marketing at Discern, discusses how the reverse demand waterfalls must have multiple dimensions. She emphasizes that the assumptions you make should not be equal to the prior year's performance, as well as provides a detailed breakdown of why you should focus on conversion rates over win rates.

Learn more about how to implement a reverse demand waterfall in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Rerun your model every month or quarter - Elizabeth: "If you continue with the same goals that you had set at the very beginning of the year, obviously there's a very low chance that you're actually going to hit your targets, so you've got to rerun the assumptions, re-enter your revenue goals based on what you've already closed, and then see what your new goals are."

You can find out more about Elizabeth in the link below:

  • LinkedIn: https://www.linkedin.com/in/elizabeth-sullivan-92557b5a/

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Marketing is underappreciated and undervalued in B2B organizations. Elizabeth Sullivan, VP of Marketing at Discern, talks about how marketing is seen as a cosmetic role and that marketers should demonstrate their impact on revenue. Learn more about the reverse demand waterfall in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

The demand waterfall is defined - Elizabeth: "The reverse demand waterfall is basically looking at your top-level revenue goals, looking at certain assumptions, such as your average selling price, conversion rates, win rates, and even sales cycle length, especially if you have a much longer sales cycle length in order to determine how many leads need to be generated at every stage of your marketing funnel, in addition to the pipeline being generated and originated from marketing activities as well as bookings."

You can find out more about Elizabeth in the link below:

  • LinkedIn:https://www.linkedin.com/in/elizabeth-sullivan-92557b5a/

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Titles don't mean sht if you don't have a leader that is thinking more holistically. Lorena Morales*, Director of Global Digital Marketing Revenue Operations at JLL, shares how silos are not entirely bad and how unlearning this was key in making some regions of the world work well.

Learn more about the value of unlearning and leadership in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Unlearning some notions about silos - Lorena: "Not every silo is damaging. There are some functional silos. So that was a relearning kind of experience where I needed to see that there were things that were working in some regions of the world that I shouldn't touch, because if I touch them, then I would break things that actually were working pretty well."

You can find out more about Lorena in the link below:

  • LinkedIn: https://www.linkedin.com/in/moraleslorena/

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The ability to unlearn things is what will take you further. Lorena Morales, Director of Global Digital Marketing Revenue Operations at JLL, shares how coachability and an open mind are essential for success.

Lorena dials in on how to create a customer-centric service by actually talking to your customers. Learn more about gap identification and coachability in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Success comes from being coachable to learn and unlearn things - Lorena: "We have to be coachable. We have to have an open mind always. Regardless of the size of the company, we need to develop the muscle of meaningful conversations with our customers. Basic, basic, basic, basic stuff, but that is going to take you a long way. I promise you that."

Implement what works, not what was taught to you as true - Lorena: "Learn from the new teams that you have in front of you. Stop trying to implement what worked for someone else. It sounds repetitive, but it is true. Like the people that you hire, first of all, need to be smarter than you. But other than that, they are there to help you, so try to learn from them."

You can find out more about Lorena in the link below:

  • LinkedIn: https://www.linkedin.com/in/moraleslorena/

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Customer advocates can help you at every stage of the funnel. Mark Organ, CEO Coach at Categorynauts and author of The Messenger is The Message, returns to talk about the 3 ways you can motivate your advocates: exclusive tribe, meaningful impact, and social capital. Learn more about customer-powered marketing in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Provide feedback on meaningful impact - Mark: "Meaningful impact. People want to know how well they're doing. So if someone's generated a referral for your company, let them know that referral is now in a demo or that's now a closed deal."

"Or if they're out of the funnel, why they went out of the funnel. If they helped you write a story, how many hits has it had? How much impact has it had on your organization? If you give people that feedback, they're going to do a lot more activity."

You can find out more about Mark Organ in the links below:

  • LinkedIn: https://www.linkedin.com/in/markorgan/
  • Email: mark@categorynauts.com

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Trust in brands is at an all-time low. Mark Organ, CEO Coach at Categorynauts and author of The Messenger is The Message, comes on the show to discuss the idea of a customer-powered enterprise. If you build a buying process that involves your customers, you create advocates who help in closing deals, build better products, and retain customers.

Learn more about creating an experience that your customers will talk about in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Advocates speak the language of customer ease - Mark: "If you've got people who are working for you, essentially for free, and they're really effective at their jobs, do you know why they're so effective at their jobs? Because they speak a special language and it's called customer ease. They speak customer ease really well. They understand customers better than your employees will ever understand customers."

You can find out more about Mark Organ in the link below:

  • LinkedIn: https://www.linkedin.com/in/markorgan/

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Create content for your target audience over search engines, not the other way around. Mike Aynsley, Director for Audience Strategy and Engagement at Hootsuite, shares how great content rewards both you and the end user, as well as how search marketing remains relevant despite the changing tech.

Learn more about the value of high-quality content that solves human problems in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Get ideas from other people to keep content fresh - Mike: "You've got to be ahead of the next big thing. Talk to your teams, talk to your customers, what are people wondering about today? Tomorrow? And then you have to create content around that, and there's a really big opportunity there, so it's always going to be about humans. You're trying to solve human problems."

You can find out more about Mike in the link below:

  • LinkedIn: https://www.linkedin.com/in/michaelaynsley/

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SEO is not dead, but the days of keyword stuffing into mediocre content are definitely over. Mike Aynsley, Director for Audience Strategy and Engagement at Hootsuite, shares how to create an inbound strategy that is audience-led and evolves with tech, channels, and tactics. Learn more about the key principles of a future and AI-proof strategy in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Relevance and Readiness explained - Mike: "Number one, is the keyword relevant to your company's value proposition? If I'm having trouble with X, does that suggest I might find your product helpful? Number two, readiness to buy. Hootsuite, which is obviously where I work, is a social media management platform."

"So a search topic like how to use Twitter, that's in the right universe, that person cares about social media, but they're probably a long ways away from needing a powerful marketing tool. But if someone is searching for best social media tools, then that person is shopping."

Create original content that builds authority - Mike: "Another critical step to SEO success doesn't even happen on your website. Referring domains, other websites that cite and link to yours, is one of the most important ranking factors.

"It's a signal to search engines like Google that a particular site is an authority on a given topic. That is why valuable, original content is critical to success. You need to compel prospects and other publishers to not only click on your links but share them with their audiences."

You can find out more about Mike in the link below:

  • LinkedIn: https://www.linkedin.com/in/michaelaynsley/

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Mike MacFarlane, President and Founder of 3MG, joins us to explain how to mesh the sales and PLG worlds together. First, you must really understand your requirements, define 2 to 3 key scenarios you need to accommodate, and buy with experience in hand. Learn more about the strategy for combining PLG and sales in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Have clear objectives and requirements for your product - Mike: "Going through and making an evaluation on a MarTech platform, making an evaluation on a campaign execution tool, before you even start going through and engaging in that sales process, take some time and sit down and figure out what are you trying to solve for?

"What are you hoping that these tools can do? Because the better you can articulate that in a sales process, the better you can articulate that as you're using a product, the more valuable that's going to be for you because you're obviously making a stronger decision."

You can find out more about Mike in the link below:

  • LinkedIn: https://www.linkedin.com/in/mikemacfarlane1/
  • Normalize the Buying Process - https://www.3mg.ca/offer

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Mike MacFarlane, President and Founder of 3MG, joins us to point out trends when people buy software—starting with a "contact us" form, the introduction to freemium or gated software, and community-based buying and referral.

He noticed that the traditional sales process is dying and that a strong product adoption plus experienced success equals success. Learn more about combining the powers of PLG and sales in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

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Information that makes buying decisions at the tip of their hands - Mike: "A lot of people will sometimes make buying decisions before they even raise their hand, just based on the fact that they're going out and getting additional information on their own, and that information is so readily available."

"You have strong product adoption through kind of the PLG side of things, which can obviously lead to success. and then on the side of that as well, you can also have experienced support."

You can find out more about Mike in the link below:

  • LinkedIn:https://www.linkedin.com/in/mikemacfarlane1/

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Companies that are not very metric-savvy can let the "tail wag the dog," or basically design the business in service of metrics and attribution models. Mo Zahid, VP of Self Serve at Hootsuite, explains that companies must never change their customer experience just to better serve metrics. Learn more about using benchmarks effectively in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

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Metrics can be a double-edged sword - Mo: "People say a little bit of data is better than no data. I actually have the opposite assessment. I think a little bit of data often hurts way more than no data. And the short version of that is that it's often used to stuff out or circumvent discussion."

"Whereas when you have no data, you're forced to think logically about a problem and you often get to a way better outcome than when you have a little bit of data. And so attribution models often fall into that fallacy where they can actually get you to make kind of the wrong decisions."

You can find out more about Mo in the link below:

  • LinkedIn: https://www.linkedin.com/in/mohamedzahid/

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The goal of a GTM leader is to create a high-performance revenue engine. Mo Zahid, VP of Self Serve at Hootsuite, comes on the show to explain that LTV/CAC is actually the only metric you need. However, to make it really powerful, you need to pair it with the Rule of 40. Learn more about financial alchemy and pairing metrics in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

The Rule of 40 explained - Mo: "Rule of 40 is super dumb, super simple. It's basically your growth rate plus your profitability. And the idea there is you can trade those off at different stages of your company. So I'll give you a few examples of what Rule 40 looks like because then it makes more sense. Let's say you're growing at a hundred percent a year, but your profitability is negative 60. You would still be rule 40 cause it's a hundred minus 60."

You can find out more about Mo in the link below:

  • LinkedIn: https://www.linkedin.com/in/mohamedzahid/

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Today we feature Nicholas Ghitti, the CRO of Trace Finance. He runs down the process of turning your sales team into a data-gathering team. This starts with their mindset and then the necessary training for them to understand the data.

Also, know that 90% of the time you do not even need third-party research and that all the data you need is available in-house. Learn more about intelligence-gathering and empowering reps to be specialists on this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

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The data within your sales team is immense - Nicholas: "Don't underestimate how much your sales team actually knows about your industry and how much information, how much data, they have access to on a daily basis. And most of all, make sure you have the right processes and platforms in place to make the most out of that data."

You can find out more about Nicholas in the link below:

  • LinkedIn: https://www.linkedin.com/in/nicholasghitti/

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On today's episode, we feature Nicholas Ghitti, CRO of Trace Finance. He shares their unique problem where they could not access 40% of their leads from Shopify. By having the sales team become a data-gathering team, Nicholas was able to find the seed of a solution from one of his sales reps.

The lesson is for companies not to waste the data gathered by sales because marketing and sales management need answers to questions about the market, product, and customer perception. Learn more about using sales for intelligence-gathering on Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Gather the valuable data collected by sales teams - Nicholas: "The real problem is that even though they're not actually trained to do that, most account as executives, they actually use those information to build rapport or establish a relationship with the lead, but they're using that information only to be able to close the deal."

"Once the deal is done, either they close the deal or the deal was lost, they have no use for that information anymore, or they don't share that kind of information with the rest of the company, with their peers, or with the leaders."

You can find out more about Nicholas in the link below:

  • LinkedIn: https://www.linkedin.com/in/nicholasghitti/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Nishchal Dua, VP of Marketing at inFeedo. Today, he dives into how to build brands in practice and measure brand impact. Nishchal identifies events and focuses on "owning the internet for a day" as prime examples of creating memorable brands.

He also talks about measuring brand impact by tracking brand search traffic. An increasing number of people Googling a company's name is the most direct indicator that brand recall is improving. Learn more about building a strong brand in B2B SaaS companies in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

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Events and LinkedIn content create a memorable brand - Nishchal: "I think the number one takeaway for everyone who's trying to build a phenomenal, memorable brand here is to go back and think about the next event that they can host. And in today's world, events are not big budget, long duration, long turnaround time kind of affairs."

"They're super simple to execute and it's just about the right kind of creative that goes into it. Second, Look within your own organization, look within your customer base, look within your community, and think about the three LinkedIn creators that you can create from within."

Brand recall improves conversion rates - Nishchal: "Your conversion rates start going up and you might be thinking, hey, maybe it's because of 10 other things that we executed across sales enablement, product marketing, content marketing. But end of the day, it's because your brand recall is so strong that all your prospects want to move further down the fund."

You can find out more about Nishchal in the link below:

  • LinkedIn: https://www.linkedin.com/in/nishchaldua/

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Brands are built over time. It requires a significant amount of storytelling and persistence to the point where it can be deafening and annoying. This episode introduces us to Nishchal Dua, VP of Marketing at inFeedo, and he will be sharing his expertise on marketing and branding.

Nishchal identifies how the brand is the key problem when growth-stage companies suddenly lose their shine. There is a misconception of what a brand really is—it is not just the logo, the color, or swag, but the story you tell that makes it your identity. Learn more about Nishchal and his insights in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

What a brand really is - Nishchal: “Brand, in the simplest terms, is a story that you tell over and over and over again. It’s a story that you tell so many times in all the different places that you can by telling the same story and it becomes deafening to a level and it becomes super annoying, and you become tagged as the person or the company that only talks about this, this particular message, this particular story, and that's the reason why brands are built over time because you stick to that messaging that you have for as long as you can.”

You can find out more about Nishchal in the link below:

  • LinkedIn: https://www.linkedin.com/in/nishchaldua/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Paul Fairbrother, Founder and CEO of The Fairbrother Agency. Funnel strategies are much too simplistic. Buyers will not just see your ad and then buy your product.

They will research you, your social media, your ratings, and your competitors. Besides, tracking is not precise and with Google phasing out cookies, adapting our view of sales funnels is vital. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

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Reimagine the sales funnel as a sales web - Paul: "Google is going to be removing cookies in the future. So we can't just go and track this linear like we can't track all our leads, all our sales-qualified leads, all of our trials. We have to take a more holistic view and that's why the web is a much better kind of concept of thinking about it instead of the funnel."

You can find out more about Paul in the link below:

  • LinkedIn: https://www.linkedin.com/in/pwfairbrother/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Paul Fairbrother, Founder and CEO of The Fairbrother Agency. Marketing funnels don't work the way you think. They are not linear; they are a web. The solution is content marketing because the customer is in control and they will buy only when they are ready. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Think like a customer with their needs and wants - Paul: "You might think, okay, my KPIs for this month are to get X number of MQLs or Y number of SQLs, but really you need to be thinking what does the customer need at this stage of the journey?"

"Like I was saying on the previous slide with these squeeze pages, they don't give enough information. So, maybe the customer doesn't want to jump on a webinar yet. It might be that that's your KPI, but you got to think of what the customer wants."

You can find out more about Paul in the link below:

  • LinkedIn:https://www.linkedin.com/in/pwfairbrother/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Rich Adkin, CEO and Founder of Flikli. When you partner up with a studio, Rich recommends starting with a strategic framework, then the project managers take over from clients and distribute with audiences in mind. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Successful video production depends on process management - Rich: "Process management is key because, otherwise, you're going to get behind the 8-ball, you're not going to have the project done on time, it's not going to be released in time with the rest of the marketing campaign, and you're going to be left out in the cold for not doing your job."

You can find out more about Rich in the link below:

  • LinkedIn: https://www.linkedin.com/in/richard-adkin/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Rich Adkin, CEO and Founder of Flikli. The power of video cannot be ignored. Audiences engage with it and the US digital video marketing industry has taken notice—it is projected to reach $130 billion this year.

Rich shares how to define shtty videos, make a plan for your video content and avoid a shtty process. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

The 3 steps to NOT make a sh*tty video - Rich: "The first step is you must define sh*tty video. And that means when there is just no impact on your audience. They aren't taking action, they're clicking away, they're forgetting you, like you're ignored. People are not paying attention to if you've got a video that's not working."

"Step number two, to avoid that you need to make a plan. Making that plan is super important. Number one, who are you talking to? Number two, what is the video supposed to do? What is the purpose of that video? And number three, you need to know where your audience spends their time."

You can find out more about Rich in the link below:

  • LinkedIn:https://www.linkedin.com/in/richard-adkin/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Rosalyn Santa Elena, Founder and CROO of The RevOps Collective. She explains why having a well-defined ICP enables your strategy and helps prospects understand why they should care.

Since results matter, give yourself the best likelihood of success by starting with your ICP. Rosalyn highlights that the current downmarket makes being efficient yet effective more relevant than ever. Learn more in the latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

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A well-defined ICP allows you to use resources efficiently and effectively - Rosalyn: "Having a well-defined ICP, again, focus, focus, focus. Helping you focus your resources, things that we don't have a lot of; right time, money, right people, we just don't have enough resources. So you need to focus your resources on the right programs, the right processes, the right activities."

You can find out more about Rosalyn in the links below:

  • LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/
  • Website: https://therevopscollective.com/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Rosalyn Santa Elena, Founder and CROO of The RevOps Collective. A longtime RevOps practitioner, she has spoken to dozens of companies and seen the same challenges.

From vague ICP, "spray and pray" versus targeted programs, and prospecting with irrelevant messaging, Rosalyn explains why companies should CARE about why this is a problem. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Understanding your ICP affects everything downstream - Rosalyn: "If you don't understand who should be buying your product or your services, how can you tell or convince a prospective buyer why they should care? Why they should be buying?"

"So really understanding who that right customer is, ensures that all of your downstream initiatives, your processes, all the activities, your campaigns, your account plans, all of those things that encompass your go-to-market overall. All of those can be focused."

You can find out more about Rosalyn in the links below:

  • LinkedIn:https://www.linkedin.com/in/rosalyn-santa-elena/
  • Website: https://therevopscollective.com/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Ryan Donovan, Chief Product and Technology Officer at GRIN. Today, he dives into Reforge's quantitative methodology, how to establish it, and its goal of creating habit users that you can upsell. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

The 4 moments in the Reforge methodology - Ryan: "The first moment is the signup moment which is when a user has actually joined the product. The setup moment comes post signup, which is what you need to do to actually be able to derive value from the product."

"The aha moment is when the user experiences that core value proposition for a first. Then the habit moment is when they're receiving sustained value on an ongoing basis around your product. And you could, you do this by these moments."

You can find out more about Ryan in the link below:

LinkedIn: https://www.linkedin.com/in/rdonovan/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Ryan Donovan, Chief Product & Technology Officer at GRIN. Ryan introduces himself with a little background information and talks about using data to reinvent your product roadmaps.

He then proceeds to break down how to create a customer-centric roadmap by using both qualitative and quantitative methodologies together. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Qualitative and Quantitative Methodology - Ryan: "In order to make sure your roadmap is the most customer-centric possible, the best practice I've seen now having done this for a while is that you really want to have both qualitative and quantitative methodology to measure your product market fit and customer adoption."

You can find out more about Ryan in the link below:

  • LinkedIn:https://www.linkedin.com/in/rdonovan/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Sam Isaacs, Owner of Sam Isaacs Consulting. Without emotion, brands can create the best products in the world but they would not sell. Sam discusses how finding pain points and eliciting emotion work operationally and how this figures even from a budgetary perspective.

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Emotion is the key to making people open to change - Sam: "What we need to do is create an ability in a human's mind to have them emote so they are open to learning something new. Like 90% of us are not open to learning something new, and so when I flash that picture up of all those features, you just be like, ugh, another sales rep."

You can find out more about Sam in the link below:

  • LinkedIn: https://www.linkedin.com/in/samisaacs/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Sam Isaacs, Owner of Sam Isaacs Consulting. Once early adopters and investors surround a startup, it becomes an echo chamber, and almost overnight everything starts to slow down. This happens when you start leading with features. Sam advises startups to think about the humans that used your product and create a presales process to elicit buyer emotion.

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Pivot to users once your buyer base moves beyond first adopters - Sam: "This is the number one key mistake where I see fantastic products with good product market fit solving a good problem fail because of the go to market. So what does this mean in practice? Reverse your approach. Think about the humans that use your product, not the product itself."

You can find out more about Sam in the link below:

  • LinkedIn: https://www.linkedin.com/in/samisaacs/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Stewart Hillhouse, Head of Content at Mutiny. Stewart shares his key takeaways on content that converts: get comfortable with zero-click content, stop producing random acts of content, and build future pipelines by leveraging super fans.

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Zero-click content leads to more clicks - Stewart: "Giving away 80% of the content without a click actually gets your message across, makes you seem more interesting, and counterintuitively, actually leads to more clicks."

You can find out more about Stewart in the link below:

  • LinkedIn: https://www.linkedin.com/in/stewarthillhouse/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Stewart Hillhouse, Head of Content at Mutiny. His hot take is that over-indexing on conversion focused content actually decreases your conversion rates and makes it harder to prove the pipeline for content marketing. He shares his 3-step process in creating content: get insight from the audience, choose a repeatable and practical format, and string it together into a larger narrative.

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Content that’s focused LESS on conversion actually converts more - Stewart: "Content that isn't focused on driving a new meeting booked or a new free trial signup actually does a better job at turning readers into pipeline than those conversion-focused pieces."

You can find out more about Stewart in the link below:

  • LinkedIn: https://www.linkedin.com/in/stewarthillhouse/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Tarmo van der Goot, Vice President - EMEA at Chargebee. For CFOs in today's market, a product that solves a technical problem is not enough. Sellers must listen very well to determine and quantify what the true business problems are. Tarmo also shares how enablement helps new reps develop good habits, as well as the central role of empathy in making discovery great.

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Be empathetic to quantify a prospect’s business problem - Tarmo: "Hypothetically, let someone comes to your discovery or your demo and they say, well, I have a problem with my invoicing. That's a technical problem, right? So what a lot of reps do then is, well, I mean, if you have a problem with your invoicing, then let me show you how awesome that we can solve this.

"I mean, yeah, a lot of people can probably do the same thing. You need to be empathetic and listen and actually understand and ask some more questions around, okay, so if you have some technical problems with you're invoicing, what does this actually mean? Like, why are you having those problems, and when those invoices are not working the way it should, what does it mean for your balances?"

You can find out more about Tarmo in the link below:

  • LinkedIn: https://www.linkedin.com/in/tarmovandergoot/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Tarmo van der Goot, Vice President - EMEA at Chargebee. Discovery fatigue is real, but it's likely not what you think. Tarmo gives the zoo as an example. Buyers, when they go to the zoo, they only want to see their favorite animal. In your demo, you can't jump to a product or price without first knowing what the problem is. How? Sellers must be empathetic and conscious of wasting time.

HIGHLIGHT QUOTES

Know what "animal" your buyers want to see before the demo - Tarmo: "If your buyers are scheduling demos and you basically immediately start with showing your product but you don't know what the actual problem is, then literally, you are the problem because you're not giving me what I'm here to see. So discovery fatigue, it is a real thing, but buyers do still love a good discovery. What they don't like is a bad discovery"

You can find out more about Tarmo in the link below:

  • LinkedIn:https://www.linkedin.com/in/tarmovandergoot/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Thomas Knoll, Strategic Advisor and Executive Coach at Revelry.co. There are other technology and behavior tools that can help you make practical ops decisions, like new pricing triggers which alert you to tweak price and roll it out to the business. Another tip is to write the PR release, a trick from Amazon, which helps everyone get on the same page regarding the vision of the decision.

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Write the PR release and align the team on the vision - Thomas: "If you want to launch a new program, a new plan, a new product, step 1 is write what the PR release is going to be, share that with the team, and that's like this tool that helps everyone way more quickly get on the exact same page about what the vision of the outcome of this whole investment and this project is going to be."

You can find out more about Thomas in the link below:

  • LinkedIn: https://www.linkedin.com/in/thomasknoll/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Thomas Knoll, Strategic Advisor and Executive Coach at Revelry.co. Decisions can seem hard, expensive, time-consuming, and entail a massive opportunity cost. But there are hacks: have a default decision (example: what are we having for dinner tonight?) and hell yeah or no, which simply says, if it's not a hell yeah, then it's a no.

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Get to a decision by starting with your default answer - Thomas: "I have an answer every single time I get asked what should we eat tonight? The answer's Taco Bell. That's it. And immediately everyone has an opinion about what we should eat tonight."

You can find out more about Thomas in the link below:

  • LinkedIn: https://www.linkedin.com/in/thomasknoll/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Thomas Shields, Director of Product Marketing at Superside. There is a galaxy of solutions to tackle the creative problem, ranging from strategic solutions to tactical, and outsourced to in-house.

Specifically, creative agencies, internal creatives, freelancers, and self-service tools comprise this galaxy. Thomas discusses creative-as-a-service (CaaS) as a better approach by combining 3 key elements: remote creative talent, tech for easy collaboration, and a unique subscription model.

HIGHLIGHT QUOTES

Advantages of CaaS over agencies and freelancers - Thomas: "So CaaS is technology-enabled, it's a subscription similar to SaaS, and it will deliver compelling creative on-demand, so really fast, within a clear, defined budget. You have total control and transparency around what you're getting, for what you pay, and it's able to do it at a scale and breadth of skills."

You can find out more about Thomas in the link below:

  • LinkedIn: https://www.linkedin.com/in/tlshields/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Thomas Shields, Director of Product Marketing at Superside. Modern marketing relies on timely, high-quality, and scaled creative. It is the lifeblood of effective marketing. However, many leaders are guilty of treating the creative team as short-order chefs instead of the strategists that they are.

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Creatives become order takers because of sheer volume - Thomas: "The reality is that so much volume is coming down the pipe, most creatives can't keep up with the demand and they can't keep up with the speed of which is required. I'm guilty, again, I’m being honest here, I'm guilty of not always giving them the lead time that they need to do the best work."

You can find out more about Thomas in the link below:

  • LinkedIn: https://www.linkedin.com/in/tlshields/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Timur Daudpota, Founding Partner of 2080 Ventures. Think of your content as a product itself and how Time Magazine, GQ, and Bloomberg do it. Timur advises others to get their content out there first and the organic response of your community to it will monetize itself later on.

HIGHLIGHT QUOTES

Create content first and monetize after - Timur: "When I was creating content out there, people started reaching out. Hey, can you help me out with this? Or hey, can you start helping me out with this. At first, you're like hey, this is not what we're doing, but as more and more of these requests start coming in, that's the time when you should really think about, okay, I need to start monetizing."

You can find out more about Timur in the link below:

  • LinkedIn: https://www.linkedin.com/in/timurdaudpota/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Timur Daudpota, Founding Partner of 2080 Ventures. He tackles the basics of creating content starting with 2 simple rules: if you don't like reading or watching it, no one else will, and whoever out-educates their users/customers will automatically win. Timur then breaks down the foundations of great content, from the best research tools down to the most effective methods.

HIGHLIGHT QUOTES

Don't gatekeep; give away your secrets for free - Timur: "Give away your secrets for free. If you think you're giving away more, do even more. Do more than anyone else. You have to give more value to people and in turn, it will keep giving you more in return."

Apply the Pig Factory Method to creating content - Timur: "Imagine we record this video. This video is going to be a recorded podcast, then it's going to be turned into audio, which is going to be shared across Soundcloud or Spotify, and then you make short form bites, so take interesting parts of this video and turn into one that it clips, add subtitles, and then distribute that to TikTok, Instagram Stories, and YouTube Shorts."

You can find out more about Timur in the link below:

  • LinkedIn: https://www.linkedin.com/in/timurdaudpota/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Todd Rowe, Chief Operating Officer of Bevy and Board Member of Genpact. Systems, shared success metrics, and people make up your go-to-market IP, and Todd discusses how to tie one team's success with another and how to hire team-oriented people and build a team-first culture.

HIGHLIGHT QUOTES

Shared success metrics vs function-specific KPIs - Todd: "One of the things that I've had to do is actually change some of the KPIs so that this way, for example, marketing and sales own certain targets together where marketing is quota, is around sales accepted leads, not marketing-generated leads, so this way sales and marketing have to work together that way."

You can find out more about Todd in the links below:

  • LinkedIn: https://www.linkedin.com/in/trowe/
  • Website: https://www.bevy.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Todd Rowe, Chief Operating Officer of Bevy and Board Member of Genpact. Hypergrowth companies look at their growth cross-functionally, which includes the optimization of their go-to-market IP. Any company can create its own go-to-market IP and Todd discusses its 3 critical components: systems, shared success metrics, and people.

HIGHLIGHT QUOTES

Optimize the entire "growth train" - Todd: "We need to optimize this for the entire customer life cycle, not just one single component. I like this to a growth train where that train literally, we have to optimize each of these different aspects, not just five or 15 different train cars themselves. So from my experience in building out go-to-market IP, there are 3 components simply: systems, shared success metrics, and people."

You can find out more about Todd in the links below:

  • LinkedIn: https://www.linkedin.com/in/trowe/
  • Website: https://www.bevy.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Vivek Bedi, Founder and Chief Product Officer of Product Immersion. Sales and product teams tend to get siloed from each other. Vivek discusses how these teams can use artifacts, much like app release notes, to stay aligned on a high level. Vivek discusses how the involvement of sales and products can change depending on the type of client, as well as the effectiveness of having a product manager in closing a deal.

HIGHLIGHT QUOTES

Some clients need more product team involvement, some don't - Vivek: "Looking at different types of clients, in the sales cycle, you might B2B clients, enterprise clients, big, small, that plays an interesting role too because depending on your client, there might be more involvement in the product."

A PM in the sales process closes deals more effectively - Massimo: "I think also getting like a product manager in the sales conversation helps a lot, especially when sharing the roadmap. I feel potential customer tends not to trust product promises from salespeople, while if there is an actual PM explaining the roadmap and making a formal commitment, that's way more effective for closing deals."

You can find out more about Vivek in the links below:

  • LinkedIn: https://www.linkedin.com/in/vivekbedi/
  • Website: https://productimmersion.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Vivek Bedi, Founder and Chief Product Officer of Product Immersion. Salespeople spend time learning more about the features, values, and stories of their products. While they do not need to know the product in detail, they do need to know how the product's features translate to value for the customer. It is only through working together that both sales and marketing teams can extract exponential value for the customer.

HIGHLIGHT QUOTES

Product and sales teams get more value by working together - Vivek: "We might be close to the customer to get feedback on our product, but we might not be close to the customer. And how are you using it? How can we upsell it for you? And what's the sales strategy? So getting more involved in that sales life cycle is really important from the product side as both of these teams can exponentially be more valuable if they just spend more time with each other."

You can find out more about Vivek in the links below:

  • LinkedIn: https://www.linkedin.com/in/vivekbedi/
  • Website: https://productimmersion.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jason Reichl, CRO of Trustlayer.io. The Challenger Sale taught sellers that the status quo is the biggest enemy; it's not. The real enemy is Fear of Messing Up. Jason discusses how brands can delight their customers especially as the new business has dropped and there is a need to upsell into existing teams to hit your numbers.

HIGHLIGHT QUOTES

Sellers lose more deals because of FOMU - Jason: "Fear of messing up or FOMU is this idea that over 60% of your deals will never actually go to closure, even if you're talking to the right people, even if they're motivated to move away from the status quo, or motivated to move away from a competitor because of uncertainty. And because of uncertainty and because people are so good at hiding uncertainty, it actually makes the sales cycle much, much more difficult."

Expand and upsell into existing teams - Jason: "You must be expanding your product and team offering. So, I would say that one of the closest things to a repeatable sales process that's out there now is by expanding and upselling into your existing teams. These are areas that were not repeatable in the past, and most organizations didn't even really do this very well, but that's where the paradigm is shifting. When there's a net reduction in net new, then people are moving to upsell and cross-sell, and expanding their product is a way of servicing their customers."

You can find out more about Jason in the links below:

  • LinkedIn: https://www.linkedin.com/in/betterjason/
  • Website: https://trustlayer.io/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jenn Steele, CEO of Kissmetrics. In practice, getting the martech tools you need, starts with figuring out the questions you are actually trying to answer. Jenn advises sales and marketing teams to work with product teams as you may not want the same tools. And lastly, you must demand visibility or you won't succeed.

HIGHLIGHT QUOTES

Find out what you want to measure and the tools you need to do so - Jenn: "Key takeaway here is that if all you have is a hammer and everything looks like a nail, in other words, if all you have is your martech stack, then you're actually going to be super limited in what you're measuring, what you're optimizing, and how you can grow."

You can find out more about Jenn in the links below:

  • LinkedIn: https://www.linkedin.com/in/jennsteele/
  • Website: https://www.kissmetrics.io/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jenn Steele, CEO of Kissmetrics. Experience taught Jenn that moving from an enterprise model to a product-led motion without changing the Martech stack ended in ridiculous amounts of work to produce just 3 data points. Jenn emphasizes that switching up the Martech stack allows you to mesh together different data points to produce true visibility and analyze in-product journeys.

HIGHLIGHT QUOTES

Change your Martech stack to lead better growth - Jenn: "If you're in marketing, you are a growth expert. How are you going to say, oh, if we just do this in the product, or if we lead them to this feature in the product, we'll grow? Or, hey, we've discovered that conversion to paid works much better if they do A, B, and C, so let's lead them to A, B, and C."

PLG takes data from sources that don't integrate together - Jenn: "Full visibility is absolutely vital, not just the points that you think you need, but what's happening, what your users are doing inside your free version or inside your free trial, or however you want to do PLG as opposed to trying to cobble stuff together. Your Martech stack is not built for that.."

You can find out more about Jenn in the links below:

  • LinkedIn: https://www.linkedin.com/in/jennsteele/
  • Website: https://www.kissmetrics.io/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jordan Crawford, Founder of Blueprint. He moves on to the Q&A portion of his webinar and gives tips on how best to use AI in this industry. Jordan also answers questions on providing value for free upfront and raising awareness using programmatic content.

HIGHLIGHT QUOTES

AI in sales will be centered on the buyer's problem - Jordan: "It's a different thing if I can reach out and say, Hey Jordan, I saw that you were spending time researching this topic, and I know that you're actively looking based on your posts like you're actively looking to solve this problem. How's it coming along? And AI will soon be able to do that thing. But we need to ask better questions of AI today to get us to do the things that we really want, which is not the buyer's attention. We want to talk about the buyer's problem."

Using programmatic content while prospecting - Jordan: "What I did is I took all that data and I matched that data to people. So I said, this job closed at this date from this company and then this person started at this company with about this same title, and then marry that data set and I'm going to spin up programmatic pages so sales reps can go on my site and instead of prospecting by a title, they can actually prospect by a description in a job."

You can find out more about Jordan in the links below:

  • LinkedIn: https://www.linkedin.com/in/jordancrawford/
  • Website: https://blueprintgtm.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jordan Crawford, Founder of Blueprint. The stats prove that SDRs could be making buying worse as a company scales. It is, however, not impossible to scale without sacrificing quality with great data + structure = quality outreach of scale. Use the GAS approach: Give away value for free, Approach programmatically with value, and Schedule meetings with customers.

HIGHLIGHT QUOTES

The GAS Approach builds the GTM engine - Jordan: "How do you fix this? We'll use the GAS process... so Give away value for free, Approach programmatically with value, and Schedule meetings with customers where the value that they experience was great."

The old way simply does not work anymore - Jordan: "We shape our tools and therefore our tools shape us. We are in this loop that I have Apollo, I have ZoomInfo, what do I say to people? That is not the problem that we should be thinking. The thinking is like, what is the very best message that you can deliver to a customer independent of how long it takes you to deliver that message, and then you want to reduce that cost over time."

You can find out more about Jordan in the links below:

  • LinkedIn: https://www.linkedin.com/in/jordancrawford/
  • Website: https://blueprintgtm.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Lee Gladish, Managing Director of DemandScience. He discusses that motivation is needed to use a complex product. Knowing this, PLG companies need to be flexible with their activation methods and know when to layer sales into their PLG. Lee also shares that product education should be treated as a marketing cost rather than a support cost.

HIGHLIGHT QUOTES

Experiment on activation methods - Lee: "Remember a hundred percent of your customers, a hundred percent of your users, a hundred percent of your trial customers all go through the same process. They all have to go through the website. They all have to activate, and they all have to sign up. They all see the same thing. They all go through the same. So remember, when it comes to triggers, how do you know when to trigger certain users based on, most likely, based on actions."

An end user must have the motivation to use a high learning curve product - Lee: "For a user to take action, they must have motivation. It must be easy enough to do, and if that's the case, you can really layer on your triggers, and then it’s just like rinse and repeat."

You can find out more about Lee in the link below:

  • LinkedIn: https://www.linkedin.com/in/leegladish/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Lee Gladish, Managing Director of DemandScience. He digs into how the best PLG companies are actually sales-led and discusses the formula B=MAT which stands for Behavior = Motivation, Ability, and Triggers. While a PLG strategy focuses on "A," for more complex products, it's all about the "M."

HIGHLIGHT QUOTES

PLG is still primarily sales-driven - Lee: "Everyone thinks PLG is the shit but what a lot of people don't really understand is product-led growth companies really generate a lot of revenue from sales as opposed to just product-led growth."

Defining PLG and what it really means - Lee: "What are the fundamentals, the basis of PLG? So we can all agree, It's probably a low barrier to entry, there is quick time to value, so no or little implementation when you're having your users go through a PLG strategy, and somewhat of a network effect maybe virality within the product as well."

You can find out more about Lee in the link below:

  • LinkedIn: https://www.linkedin.com/in/leegladish/

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Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Mandy Thompson, Founder and CEO of Digital Reach Online Solutions. ABM can only be a success when stakeholders align resources, technology, and time. Success, in its stages, must also be defined and aligned and an ongoing iteration planned for too. Mandy also gives tips for early-stage companies to begin their successful ABM strategy.

HIGHLIGHT QUOTES

A step-by-step approach gets stakeholders at the table - Mandy: "If you take it, step by step, you get everybody to the table, and we're truly aligned across all of these different areas, not just okay, we're going to get a list of targeted accounts and domains and we're going after the VP of sales and the VP of marketing and the head of finance and we're going to serve them."

Define ICP and get clarity on available resources for accounts - Mandy: "Obviously, starting with the ICP is really important and starting with a manageable number of accounts. And so, I think you need to go wide enough to be able to collect data that is going to be meaningful, but you need to be narrow enough to actually understand what is working."

You can find out more about Mandy in the link below:

  • LinkedIn: https://www.linkedin.com/in/mandy-thompson-digital-reach/

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Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Mandy Thompson, Founder and CEO of Digital Reach Online Solutions. ABM as a strategy fails because of a lack of alignment across revenue teams, unclear handoff when ABM becomes ABS, and simply no strategy for account-based efforts to continue in sync with sales after the initial sale.

HIGHLIGHT QUOTES

Be aligned on your definition of success - Mandy: "How are we defining success? How are we defining the milestones and touchpoints where we're going to engage accounts and be aware of our accounts so that we can continue this account-based experience beyond just that initial sale? And so tech doesn't fix that. Tech can help us to implement and deploy, but we have to all be on the same page."

You can find out more about Mandy in the link below:

  • LinkedIn: https://www.linkedin.com/in/mandy-thompson-digital-reach/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Massimo Arrigoni, CEO of BEE Content Design. He provides the steps to reinvent your PLG by switching up metrics (meaningful conversations vs conversions, incentivizing expansion MRR vs new business MRR) and investing in RevOps. Massimo talks about the changes a sales team has to make to be more product-focused and how PLG doesn't have prospects, just customers in different stages of adoption.

HIGHLIGHT QUOTES

Selling in a PLG motion is different from traditional selling - Massimo: " The people in your sales team that will reach out and try to understand more about these customers, what they're doing, et cetera, they have to be very product-focused. They're dealing not with a prospect, they're dealing with somebody that's been using the product for a long time, possibly more experience with some of the features than they have."

You can find out more about Massimo in the link below:

  • LinkedIn: https://www.linkedin.com/in/saas-ceo-massimo-arrigoni/

Check out more Hot Takes on revenue acceleration on our website below!

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Massimo Arrigoni, CEO of BEE Content Design. A successful PLG strategy fills the funnel with users of all shapes and sizes. In this model, there are no prospects; just customers who are at different phases of product adoption. Massimo teaches that sales teams need to change the way they qualify, contact, and engage with customers.

HIGHLIGHT QUOTES

Communicate in a product-focused way - Massimo: "You have to have people on your sales team that are very product-focused, very familiar with the product, great if they're using the product themselves all the time because they are dealing with people that are very familiar with the product."

You can find out more about Massimo in the link below:

  • LinkedIn: https://www.linkedin.com/in/saas-ceo-massimo-arrigoni/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we welcome back Matt Bolian, Co-Founder, and Head of Strategy and Growth at RevPartners. Matt discusses that RevOps is the science of sustainable revenue growth that enables revenue teams to teach, measure, repeat, improve, and apply growth strategies to the full revenue cycle. He breaks down the RevOps framework and answers audience questions on how to get started on RevOps.

HIGHLIGHT QUOTES

Get into a CRM first to start RevOps - Matt: "The way I say start is go into Salesforce or go into HubSpot, get certifications, and then get a role where you are in the CRM each and every single day and then you can start checklists."

You can find out more about Matt in the link below:

  • LinkedIn: https://www.linkedin.com/in/matthewbolian/

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Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Matt Bolian, Co-Founder, and Head of Strategy and Growth at RevPartners. The definition of RevOps has become muddied, so Matt debunks what it is not amidst buzzwords like "alignment" and "methodology." Billion-dollar companies were already executing RevOps long before the term even existed.

HIGHLIGHT QUOTES

What RevOps is NOT - Matt: "It is not new, it is not a methodology or alignment, it is not a mindset or a way of thinking, and it's not something you can start or stop. Everybody, if you have a business or you are working for a business, you are participating in revenue operations."

You can find out more about Matt in the link below:

  • LinkedIn: https://www.linkedin.com/in/matthewbolian/

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Megan Zink, the Sr. Director for Demand Gen Marketing at ReviewTrackers. Working with an agency is a partnership. They do not replace your team; they augment them. An agency is not a set-it-and-forget-it setup and data sharing is imperative to achieve success. The way to achieve this is through overcommunication and optimization.

HIGHLIGHT QUOTES

Data sharing is necessary for success with an agency partner - Megan: "Two-day data sharing is absolutely imperative. You have to treat them like they are a part of your team. You can't just say, hey, you out in leftfield, we need to hit this metric and we need to bring in this much revenue. You need to tell them what is successful on your end."

You can find out more about Megan in the link below:

  • LinkedIn: https://www.linkedin.com/in/megan-zink/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Megan Zink, the Sr. Director for Demand Gen Marketing at ReviewTrackers. She shares how their aggressive growth led them externally to work with an agency. While not all agency relationships pan out, the demands of their goals led them to one that helped them meet their targets in PPC and SEO.

HIGHLIGHT QUOTES

Stats indicate that working with an agency can 1.7x immediately- Megan: "Patience is a virtue here. But, since that time, these were some really exciting stats for me to see and share with you. We've generated over $800,000 in the pipeline for about almost $500,000 spent. So we've definitely 1.7-ed it."

Partnering with an agency has increased branded keyword searches - Megan: "We've also increased our branded keyword searches for ReviewTrackers, things like that, by 142% each. So that, to me, is a really good indicator that we're starting to take hold in the market, and then also increase total opportunities from organic search by 366%."

You can find out more about Megan in the link below:

  • LinkedIn: https://www.linkedin.com/in/megan-zink/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Patrick Campbell, Founder, and CEO of ProfitWell. Changing your price will always come as a shock even to your most loyal customers. However, by doing your research, conducting impact analysis, and framing your message properly, you will reduce the churn that you expect because of these changes.

HIGHLIGHT QUOTES

Underpricing your product or service makes you lose deals - Patrick: "If you're not losing deals because of your price, you're not testing that pricing power. You actually might be losing deals because of that price. And so, I have found that about 80 to 90% of companies that I've interacted with or seen the data on, they're underpriced."

You can find out more about Patrick in the links below:

  • LinkedIn: https://www.linkedin.com/in/patrickccampbell/
  • Twitter: https://twitter.com/patticus
  • Email: pc@patticus.com

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Patrick Campbell, Founder, and CEO of ProfitWell. Acquiring customers, monetizing them, and retaining them are the 3 big growth levers. However, pricing is the forgotten growth lever. Patrick digs into how you can rethink your pricing and evolve it using a value metric to maximize your growth.

HIGHLIGHT QUOTES

Your price is what you charge and who you're targeting - Patrick: "Your price is the exchange rate on the value that you've created. And what's kind of beautiful about that is if we go a little bit lower, we can start to realize that everything we're doing is driving someone to a point of conversion or justifying that product or that value or that price that we're putting on that value. And so your pricing becomes, your monetization becomes, not only the number you're charging but also who are you going after."

YYou can find out more about Patrick in the links below:

  • LinkedIn: https://www.linkedin.com/in/patrickccampbell/
  • Twitter: https://twitter.com/patticus
  • Email: pc@patticus.com

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Perry Nalevka, Co-Founder and CEO of Penguin Strategies. Today, Perry talks about the missing piece in playbooks—audience insight research (AIR).

Perry details the Double Diamond Process that Penguin uses for AIR which consists of the first part, research, and the last part, execution. Implementing their process helps companies experience growth when the rest of the industry is stagnating.

HIGHLIGHT QUOTES

Utilizing attribution in the Double Diamond Process - Perry: "You've got the list of content, you start creating it, and start seeing what works, and that's where the attribution software comes back into play. How much traffic are we getting to the pieces? Who's coming and visiting these pieces of content? Is it the right type of people? And once you've been testing it and executing on that, you could deliver more and more focused."

You can find out more about Perry in the links below:

  • LinkedIn: https://www.linkedin.com/in/pnalevka/
  • Website: https://www.penguinstrategies.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Perry Nalevka, Co-Founder and CEO of Penguin Strategies. Today, Perry gives an overview of how attribution is commonly done today and the clear disconnection it has from how people actually communicate today. With the popularity of dark social, we need to rethink how we attribute interactions.

HIGHLIGHT QUOTES

Addressing the crisis of disconnection in attribution - Perry: "The way we connect is broken or it's changed, I think that's the way of calling it. It's a crisis of disconnection. And there's a number of levels to it, the first one being that we have so many systems that we put together over the last 3, 4, 5 years, so many applications, so much MarTech out there, the sales tech, RevOps, that they're helping us become more efficient but they're really messing up our systems for those of us who deal with the IT piece of sales and marketing ops."

You can find out more about Perry in the links below:

  • LinkedIn: https://www.linkedin.com/in/pnalevka/
  • Website: https://www.penguinstrategies.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Rhys Williams, Founder and Managing Partner of Domestique Consulting. Capacity planning is one of the most significant activities to drive alignment and set up the GTM team for success in the next year.

He shares how to coordinate the different departments and gives practical advice on what companies can do to tweak the plan quarterly to reach the annual targets. Capacity planning is a process that gets everyone in on the conversation and, once the GTM is aligned, must include finance as well.

HIGHLIGHT QUOTES

Capacity planning is a process that involves the entire GTM team - Rhys: "The vast majority of companies tend to do it in silos. Marketing is doing a silo, finance is doing a silo, and then gives you the top-down number. So the key is two things. One, when you build the model, it needs to look at not just sales, but the entire go-to-market. And it should be interconnected. If you change something in sales, it should impact marketing, should impact the BDR, all that type of stuff."

"Two, as I mentioned in this, this is a process and this is where rev ops can really take the lead of getting all the key stakeholders in a room together. So one of the ways that we do it, we build the model, we give them heads of marketing, heads of BDR, heads of sales, heads of CS saying, this is the model."

WAGNER allows you to make baseline assumptions when historical data is not available - Rhys: "WAGNER: wild-ass guess, not easily refutable. So what I mean by that is, yeah, alright, so we're going to go upmarket in the enterprise team, or we're gonna expand internationally. You don't have the historical data, however, you can baseline it. And again, the individuals on this phone call probably understand the business better than anybody else."

"So the whole goal is I'll tell you right now, whatever assumption you have will be wrong, but the goal is to get it close enough. And then as long as you have the in-quarter tracking methodology, you can sit down and say, oh, we were way off. Let's change these things."

You can find out more about Rhys in the links below:

  • LinkedIn: https://www.linkedin.com/in/rhys-williams-24563617/
  • Website: https://www.domestique.info/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 20223 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Rhys Williams, Founder and Managing Partner of Domestique Consulting. Capacity planning is the basis of the annual plan and is one of the biggest drivers of next year's success.

It also aligns the entire GTM team and establishes a set of assumptions and bets for the path to get there. Capacity planning maps out the resources you need to get you to the goals you want to achieve. It does not simply involve the sales team but also how much marketing you need and all other GTM functions as well.

HIGHLIGHT QUOTES

Track close rates on a per-segment basis - Rhys: "It's not just this peanut butter, oh, the entire team closes 33% so we need 3x of that. Where are you going to hire if you're going to hire in the SMB, what's their close rate compared to the enterprise? So you need to look at it on a per-segment basis."

Map the top-down capacity against the bottom-up to identify deltas - Rhys: "When you do capacity planning well, you map in all your assumptions based upon historical data. Hey, we've been converting at 33%. Marketing's efficiency is X per MQL, those types of things. And then what you do is when you figure out the delta you have between the board number and your bottoms-up plan, you say alright, what are the bets we can make on different assumptions to close that gap?"

You can find out more about Rhys in the links below:

  • LinkedIn: https://www.linkedin.com/in/rhys-williams-24563617/
  • Website: https://www.domestique.info/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature the last part of our webinar with Rick Endrulat, President and Co-Founder of Virtual Causeway.

Remember to test different campaigns and keep getting data that you can take back to sales and marketing to create truly aligned ABM activities. Rick also discusses how to utilize content marketing to enable your outbound and vice versa for an effective feedback loop.

HIGHLIGHT QUOTES

Content marketing and outbound enable each other - Rick: "The key is getting the right piece of content to the right person at the right time in the process. And sometimes that is purely inbound and it's sometimes driven on their side. Other times, that requires you to be doing that from an outbound standpoint and doing it at a very targeted point in their buying journey. So it's a matter of figuring out how both content marketing and outbound can work in conjunction to help move people through the process."

Content and outbound inform you on your ICP - Rick: "ABM from an outbound standpoint, I think, is key because you need to determine what's your ICP and then do you have very specific account-based messaging that you need to get out there that's bespoke and that is very customized to that target market."

You can find out more about Rick in the links below:

  • LinkedIn: https://www.linkedin.com/in/rickendrulat/
  • Website: https://virtualcauseway.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature the first part of our webinar with Rick Endrulat, President and Co-Founder of Virtual Causeway. Rick gives an updated view of what outbound looks like today. This includes a combination of digital and human interactions, ABM and targeting, and is practiced with an integrated approach.

HIGHLIGHT QUOTES

The benefit of outbound is instant results - Rick: "The cool thing about outbound, if you do it right, is that you can actually get instant results and get that feedback loop really short and understand very quickly what your customers or your prospects are thinking, what they're saying, and how you move them through the process."

Your outbound must be integrated with other efforts - Rick: "Really, you need to worry about thinking, about integrating your marketing efforts. So you can't just rely on one kind of catch-all tactic. Your outbound is failing if you execute using only these old methods."

You can find out more about Rick in the links below:

  • LinkedIn: https://www.linkedin.com/in/rickendrulat/
  • Website: https://virtualcauseway.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Armando Biondi features Ryan Milligan, Senior Director of Revenue Operations at QuotaPath. Today, Ryan digs into the increase in retention and attraction of top talent by having a transparent sales comp structure in place. He discusses the simple graph they use to determine a rep's compensation, as well as the benefits of a clear growth path without biases that are available to each rep at QuotaPath.

HIGHLIGHT QUOTES

Explaining accelerated rates after the achievement of quota - Ryan: "You earn any dollar up to a hundred percent, and then once you're over a hundred percent attainment, you earn a higher rate, because we want to emphasize that. And then, we also have a rate kicker for 2-year and 3-year contracts. So if a rep signs a 2-year commitment or a 3-year commitment, she makes an additional couple of points on her rate. So in total, a rep has 6 rates she can earn for any deal."

You can find out more about Ryan in the links below:

  • LinkedIn: https://www.linkedin.com/in/ryanemilligan/
  • Website: https://www.quotapath.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Armando Biondi features Ryan Milligan, Senior Director of Revenue Operations at QuotaPath. Today, Ryan shares how to rethink sales comp that is equitable, fair, and easy for your organization. He discusses the different levels of their sales org, how each one has the same base and variable, and how this is all public knowledge.

HIGHLIGHT QUOTES

AEs on the same level have the same base and variable - Ryan: "Reps on the same level at your org should have the same on-target earnings. So our account executives, each of them have the same variable and the same base. When you graduate to an account executive two or get promoted, you now have a higher base and variable, and when you level up to a senior account executive, you have a higher base and variable as well. That should be public and shared within your sales team."

You can find out more about Ryan in the links below:

  • LinkedIn: https://www.linkedin.com/in/ryanemilligan/
  • Website: https://www.quotapath.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Gary welcomes back Tyler Lessard, VP of Marketing at Vidyard. Today, Tyler dials in on how to hyperfocus your content resonance. He stresses the need to create content your audience deserves. He also discusses how resonance factors in format, emotional connection, and the "irresistibility" factor, and how the key metric is only engagement and nothing else.

HIGHLIGHT QUOTES

Your content must be focused on your audience 110% - Tyler: "Focus on your audience, so step back and say are we creating content because it's what we want to say in the formats we're comfortable putting them out in, or are creating our content for our audience 110%? Are we doing what they really want to engage with? Take cues from YouTube, Tiktok, great podcasts in your community, stuff that you're jealous of, and say, well, I can do that."

You can find out more about Tyler in the links below:

  • LinkedIn: https://www.linkedin.com/in/tylerlessard/
  • Website: https://www.vidyard.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Gary features Tyler Lessard, VP of Marketing at Vidyard. Today, Tyler explains that resonance, not personalization or relevance, is the key to making successful content.

After reaching out to salespeople and learning about the content they consume, Tyler learned that it's not the best or most valuable content they engage with. The content that resonates is short form, funny, and educational—and the key metric is engagement.

HIGHLIGHT QUOTES

Insights into the content that salespeople engage with the most - Tyler: "We said, well, what does our audience really want? And what do they deserve? And we realized they wanted short-form content, first and foremost. They wanted video and imagery first content. They wanted things that they could from quickly, but they also wanted things that would make them laugh."

Engagement is one true sign that your content is resonating - Tyler: "This is all about the audience. And our key metrics are going to be engagement and engagement, and our third metric is engagement because that is the true sign that your content is resonating."

You can find out more about Tyler in the links below:

  • LinkedIn: https://www.linkedin.com/in/tylerlessard/
  • Website: https://www.vidyard.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Gary features Vishwanath Mallikarjunan, CRO at Esper. Vish puts together that all teams in the sales process must be aligned in how they are articulated in the CRM.

He also emphasizes that data hygiene and consistency determine the CRM data subset defined as pipeline, as well as the importance of understanding which sales motions are consistent or new and the outside factors that influence them. That pipeline must be segmented by sales motions separately.

HIGHLIGHT QUOTES

The key takeaways of sales pipeline in the CRM and forecasting - Vish: "The consistent sales process is the strategic foundation to a quality pipeline and quality forecast. Maintaining pipeline hygiene is very important but it comes at a secondary or at tactical level. So it is a sales process and its consistency and the way it's snapshotted, which clearly determines the outcome, which is the forecasting."

You can find out more about Vish in the links below:

  • LinkedIn: https://www.linkedin.com/in/vishwanathmallikarjunan/
  • Website: https://www.esper.io/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Gary features Vishwanath Mallikarjunan, CRO at Esper. Today, Vish discusses what a pipeline is and how good pipeline quality means that the pipeline accurately captures all the key attributes of the sales process.

He digs into what pipeline means from both the sales and RevOps points of view, as well as the 3 levels of pipeline in the CRM. Ideally, these 3 levels can actually be compressed into 2 or even 1 level.

HIGHLIGHT QUOTES

Pipeline defined is relative to a company's sales processes - Vish: "Pipeline is actually the tangible and articulated representation of sales process in CRM, so it is nothing but the snapshot of the sales process into the CRM. And pipeline by itself is also very useful input into forecasting and sales planning, so a healthy pipeline reflects very well on the sales process, whereas a healthy forecast reflects very well on the consistency of the sales process and the consistency by which we are snapshotting as a pipeline."

You can find out more about Vish in the links below:

  • LinkedIn: https://www.linkedin.com/in/vishwanathmallikarjunan/
  • Website: https://www.esper.io/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

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Gary, Joe, and Tim Fagan, Head of Revenue Operations at Jampp, chat about their entrepreneurial roots, their experiences building and scaling Sales Ops, Revenue Ops, and Marketing teams, what these terms mean to them, and the importance of communication and having your team all on the same page (and using the same tools!).

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In the first episode of season two of the Revenue Café, Breadcrumbs co-founder and CMO Gary Amaral and Director of Sales Joe Aicher are joined by Sam Stiles, Director of Marketing Operations at Summit7, to discuss finding your niche market and his experience working with US federal contracts.

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In this episode of the Revenue Café, Breadcrumbs co-founder and CMO Gary Amaral is joined by Zach Rego, The VP of Marketing and Sales of the SaaS solution Unstack to discuss product-led growth, overcoming objections and the challenges as a start-up, his perspective on valuable lead scoring, and the importance of tracking the correct data to increase sales.

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In this episode of the Revenue Café Podcast, Breadcrumbs co-founder and Chief Marketing Officer Gary Amaral and Director of Sales Joe Aicher are joined by Kanako Tone, Marketing Operations Manager of Alyce to discuss how personalization in gifting and tailoring your gifts can be beneficial in building relationships with your clients.

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In this episode of the Revenue Café, Breadcrumbs co-founder and CMO Gary Amaral is joined by Brad Cohen, CMO of Aspiritech, to discuss the importance of diversity in the workplace. Aspiritech has been working for 13 years to empower individuals on the autism spectrum to fully reach their potential through meaningful employment combined with social opportunity.

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In this episode of the Revenue Cafe, Breadcrumbs co-founder, and Chief Product Officer Gary Amaral is joined by Ferha Mirdawi, Vice President of Customer Experience for Lending Tree, the largest online marketplace across lending platforms, to discuss how to revamp and enhance your customer experience.

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In this episode of the Revenue Café Podcast, we're joined by Goran Kovacevic, The Director of Business Development at Infinum, for a chat about how to increase revenue through personalizing content, ‘secret sauce’ growth tactics, and determining your unique value proposition.

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In this episode of the Revenue Café, Breadcrumbs co-founder, and Chief Product Officer Gary Amaral is joined by Sam Hunter, Head of Sales at Driveroo, for a chat about product/value pricing, determining your ideal customer, and how COVID-inspired shifts led him to find his true calling.

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In this episode of the Revenue Café, Breadcrumbs co-founder and Chief Product Officer Gary Amaral and Sales Operation Manager Joe Aicher are joined by Mike Nauls, Revenue Operations Manager for Profisee (Data Management). Mike Nauls is a fresh face to the Profisee company; no stranger to Sales Ops in Marketing, Mike took on the role of Revenue Operations Manager for Profisee amidst the pandemic. He aims to transcend entire funnel operations across marketing, sales, and customer success to create repeatable, predictable, and scalable revenue engines.

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In this episode of the Revenue Café, we're joined by Kirk Fackre, Vice President of Sales at iCorps Technologies for a chat about remote work and the hybrid office experience, machine learning, and the future of artificial intelligence in marketing technology.

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In this episode of The Revenue Cafe, Breadcrumbs co-founder and Chief Product Officer, Gary Amaral, and Breadcrumbs Director of Sales, Joe Aicher, are joined by Esti Zimmerman, Sales Operations Manager at Akkadian Labs for a chat about sales, go-to-market strategies, and how the impact of COVID-19 forced us to adapt and overcome business challenges. 

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