WEBVTT 1 00:00:01.850 --> 00:00:04.051 Welcome to ChannelWaves, the podcast where channel 2 00:00:04.051 --> 00:00:07.322 leaders share success strategies, best practices and emerging 3 00:00:07.322 --> 00:00:09.668 trends brought to you by StructuredWeb. 4 00:00:09.668 --> 00:00:11.786 Here's your host, Steven Kellam. 5 00:00:11.786 --> 00:00:13.466 Welcome everyone to ChannelWaves. 6 00:00:13.466 --> 00:00:14.996 StructuredWeb's view into everything channel. 7 00:00:14.996 --> 00:00:16.836 I'm your host Steven Kellam and today 8 00:00:16.836 --> 00:00:19.674 joined by Meaghan Moore, who's the VP 9 00:00:19.674 --> 00:00:23.610 of Channel Partnerships at ServiceNow. Welcome, Meaghan. 10 00:00:23.610 --> 00:00:25.356 Thank you. Hi, Steven. How are doing? 11 00:00:25.356 --> 00:00:26.908 I'm doing very well. And you? 12 00:00:26.908 --> 00:00:29.180 I'm so good. So good. 13 00:00:29.180 --> 00:00:30.716 You look like you have just 14 00:00:30.716 --> 00:00:32.680 been somewhere and just come back. 15 00:00:33.690 --> 00:00:35.708 I feel like I've been somewhere and just come back. 16 00:00:35.708 --> 00:00:36.972 But isn't that how we all are? 17 00:00:36.972 --> 00:00:41.680 We're all going and coming and life is crazy. It's good. 18 00:00:41.680 --> 00:00:42.192 It is. 19 00:00:42.192 --> 00:00:43.984 So we're going to talk today about 2024 20 00:00:43.984 --> 00:00:48.064 and what people have been thinking about from 21 00:00:48.064 --> 00:00:50.192 channel partners and where they're going to go 22 00:00:50.192 --> 00:00:52.944 and what their expectations and what they're going 23 00:00:52.944 --> 00:00:54.298 to want, what's going to be delivered. 24 00:00:54.298 --> 00:00:56.452 And the interesting thing is Meaghan and I are doing 25 00:00:56.452 --> 00:01:01.572 this and it's already February and we're already into it. 26 00:01:01.572 --> 00:01:01.876 Right. 27 00:01:01.876 --> 00:01:03.594 So one of the reasons I wanted to have Meaghan 28 00:01:03.594 --> 00:01:06.388 on was because I wanted to see what she thought 29 00:01:06.388 --> 00:01:08.760 about some of the predictions that have been out there, 30 00:01:08.760 --> 00:01:11.848 some of the expectations from partners and partnerships that are 31 00:01:11.848 --> 00:01:14.974 out there and what's really going to happen because she's 32 00:01:14.974 --> 00:01:15.788 right in the middle of it. 33 00:01:15.788 --> 00:01:18.268 I know she just got back from her 34 00:01:18.268 --> 00:01:20.748 partner kickoff and a lot's been going on. 35 00:01:20.748 --> 00:01:23.308 But we're in February already, Meaghan, so the 36 00:01:23.308 --> 00:01:28.012 prediction, prediction stuff is like, hey, it's out 37 00:01:28.012 --> 00:01:30.812 there, but really, what's the real world saying? 38 00:01:30.812 --> 00:01:32.502 And by the way, we're going to get into AI, 39 00:01:32.502 --> 00:01:36.208 but we're going to save AI for the last piece. 40 00:01:36.208 --> 00:01:37.728 I think we're going to start with something you 41 00:01:37.728 --> 00:01:40.640 and I had talked about last year and about 42 00:01:40.640 --> 00:01:44.362 storytelling and curious of your opinion because at StructuredWeb, 43 00:01:44.362 --> 00:01:47.178 I think our goal is to help vendors 44 00:01:47.178 --> 00:01:49.364 help their partners be better storytellers. Right. 45 00:01:49.364 --> 00:01:51.418 And how do we help in channel marketing? 46 00:01:51.418 --> 00:01:52.708 And it's really what we do. 47 00:01:52.708 --> 00:01:54.372 And I know that's been a big part of what your 48 00:01:54.372 --> 00:01:56.648 mantra and what you've talked about for a long time. 49 00:01:56.648 --> 00:01:57.624 So maybe we can talk a little 50 00:01:57.624 --> 00:02:00.392 bit about partners expectations for 2024. 51 00:02:00.392 --> 00:02:02.414 What you think, how storytelling plays 52 00:02:02.414 --> 00:02:06.710 into that partner experience, automation. 53 00:02:06.710 --> 00:02:08.012 We can go through the whole list. 54 00:02:08.012 --> 00:02:10.729 But just curious what you're thinking. 55 00:02:10.729 --> 00:02:12.476 Yeah, I mean, I think you're absolutely right. 56 00:02:12.476 --> 00:02:14.972 The storytelling is certainly, it's been 57 00:02:14.972 --> 00:02:16.876 the buzzword for years now. 58 00:02:16.876 --> 00:02:19.312 I think it's definitely the most effective way 59 00:02:19.312 --> 00:02:22.624 of communicating anything when a partner goes out 60 00:02:22.624 --> 00:02:25.622 and talks about their journey or customer engagement. 61 00:02:25.622 --> 00:02:27.520 And really it's about engagement, right. 62 00:02:27.520 --> 00:02:31.072 Having those intimacy moments or having those points 63 00:02:31.072 --> 00:02:33.088 of engagement where your audience really gets kind 64 00:02:33.088 --> 00:02:34.368 of caught up in what you're talking about 65 00:02:34.368 --> 00:02:35.636 and really wants to listen. 66 00:02:35.636 --> 00:02:39.082 And you and I have talked for years, Steven, about what's 67 00:02:39.082 --> 00:02:41.012 most effective and what's the best way to do this. 68 00:02:41.012 --> 00:02:43.172 And so many people are still kind of 69 00:02:43.172 --> 00:02:45.498 online or doing podcasts like these or webcasts. 70 00:02:45.498 --> 00:02:47.402 So how do you really capture an audience? 71 00:02:47.402 --> 00:02:49.848 And it seems like storytelling is the way where 72 00:02:49.848 --> 00:02:51.784 you get a little bit vulnerable, you get a 73 00:02:51.784 --> 00:02:53.688 little bit of an engagement point, and then people 74 00:02:53.688 --> 00:02:56.020 tend to want to listen more. Absolutely. 75 00:02:57.910 --> 00:03:00.892 How do we help them be better storytellers? Right. 76 00:03:00.892 --> 00:03:03.450 In your mind as you're going through this, and 77 00:03:03.450 --> 00:03:06.402 it's part of what you do in your role, 78 00:03:06.402 --> 00:03:07.852 right, is how do we get them there? 79 00:03:07.852 --> 00:03:12.608 I hear certain things about how do we enable them to 80 00:03:12.608 --> 00:03:16.752 do this, or how do we use automation to do that? 81 00:03:16.752 --> 00:03:18.262 Is there a secret sauce? 82 00:03:18.262 --> 00:03:19.494 Is there a recipe? 83 00:03:19.494 --> 00:03:22.032 Are there things that you tried and true 84 00:03:22.032 --> 00:03:23.248 that are working for you that you think 85 00:03:23.248 --> 00:03:25.124 are going to work well in 2024? 86 00:03:25.124 --> 00:03:28.516 Yeah, I think it's really getting partners to think, 87 00:03:28.516 --> 00:03:31.972 or everybody for that matter, to go external in. 88 00:03:31.972 --> 00:03:33.764 So many of us will be talking about, well, what 89 00:03:33.764 --> 00:03:36.330 are our partners doing or what's happening in the industry? 90 00:03:36.330 --> 00:03:37.720 You got to start at the customer 91 00:03:37.720 --> 00:03:39.768 and come backwards from there, right? 92 00:03:39.768 --> 00:03:43.048 And there is a certain recipe for 93 00:03:43.048 --> 00:03:44.328 how to tell a good story, right. 94 00:03:44.328 --> 00:03:46.552 And it has to start with what was 95 00:03:46.552 --> 00:03:48.968 that emotional moment in time or something that 96 00:03:48.968 --> 00:03:50.764 happened to kind of trigger all this? 97 00:03:50.764 --> 00:03:52.908 And that's all going to start with a customer and 98 00:03:52.908 --> 00:03:56.428 a customer problem or something they experienced or say they 99 00:03:56.428 --> 00:03:59.788 had this catastrophic downtime or something that kind of made 100 00:03:59.788 --> 00:04:01.862 them think about, God, I need a new solution. 101 00:04:01.862 --> 00:04:06.192 And I think if you start there and bring it backwards from 102 00:04:06.192 --> 00:04:07.968 there, I think that's really the best way to do it. 103 00:04:07.968 --> 00:04:10.208 But it's also, again, about a little bit 104 00:04:10.208 --> 00:04:13.332 of vulnerability, a little bit intimacy, and really 105 00:04:13.332 --> 00:04:15.412 getting that engagement where people want to listen 106 00:04:15.412 --> 00:04:16.640 to what you have to say. 107 00:04:17.410 --> 00:04:19.156 How do you break it up? Right. 108 00:04:19.156 --> 00:04:21.760 I continually have these conversations about, 109 00:04:22.450 --> 00:04:24.452 here's the long tail, here's the 110 00:04:24.452 --> 00:04:26.538 mid market, here's the enterprise. 111 00:04:26.538 --> 00:04:28.520 And in the world that I live in, 112 00:04:28.520 --> 00:04:31.016 traditionally in marketing, automation is what we do. 113 00:04:31.016 --> 00:04:33.768 Instructor, web, a lot on the long tail, a little 114 00:04:33.768 --> 00:04:36.652 bit on the prescriptive side on the mid market. 115 00:04:36.652 --> 00:04:39.858 And the larger partners in enterprise really weren't 116 00:04:39.858 --> 00:04:43.548 using platforms like ours because really customize it. 117 00:04:43.548 --> 00:04:44.284 Right. 118 00:04:44.284 --> 00:04:46.364 They didn't want to sound like anybody else. 119 00:04:46.364 --> 00:04:47.362 That's all changing. 120 00:04:47.362 --> 00:04:49.142 We're going to talk about that when we get to AI. 121 00:04:49.142 --> 00:04:51.734 But what do you see across that group of partners? 122 00:04:51.734 --> 00:04:52.976 How are you tiering that? 123 00:04:52.976 --> 00:04:55.126 How are you talking to them differently? 124 00:04:55.126 --> 00:04:57.980 Is that even relevant anymore? Right. Yes. 125 00:05:00.190 --> 00:05:01.744 For me in this new job here 126 00:05:01.744 --> 00:05:04.452 at ServiceNow, it's never been more relevant. Right. 127 00:05:04.452 --> 00:05:06.922 And what you're talking about is the classic 128 00:05:06.922 --> 00:05:10.938 one to one, very customized, intimate marketing. 129 00:05:10.938 --> 00:05:13.556 It's a one to few for those partners that 130 00:05:13.556 --> 00:05:15.604 need some help but have the resources and can 131 00:05:15.604 --> 00:05:16.808 do some of it on their own. 132 00:05:16.808 --> 00:05:18.136 And then it's the one to many. 133 00:05:18.136 --> 00:05:21.304 It's that self serve automation scale model that you 134 00:05:21.304 --> 00:05:23.768 can go capture like a large group of customers. 135 00:05:23.768 --> 00:05:26.088 So that is what our whole strategy is about this 136 00:05:26.088 --> 00:05:28.450 year, is how do you nail those three categories? 137 00:05:28.450 --> 00:05:30.402 Because you handle them all differently, 138 00:05:30.402 --> 00:05:32.490 one to one, very expensive. 139 00:05:32.490 --> 00:05:34.988 When you go down to the scale, one to 140 00:05:34.988 --> 00:05:38.130 many, you can do kind of self serve automation. 141 00:05:38.130 --> 00:05:40.658 That's where obviously StructuredWeb and ServiceNow 142 00:05:40.658 --> 00:05:41.660 are doing a ton of work. 143 00:05:41.660 --> 00:05:42.902 But how do you go out and capture 144 00:05:42.902 --> 00:05:44.710 a larger market and help those partners? 145 00:05:44.710 --> 00:05:46.128 So that's the only thing I think 146 00:05:46.128 --> 00:05:48.214 about these days are those three categories. 147 00:05:48.214 --> 00:05:51.924 And is the partner experience obviously a big part of 148 00:05:51.924 --> 00:05:55.380 this in what you offer across all of those? Right? Yes. 149 00:05:55.380 --> 00:05:56.480 Here's my question. 150 00:05:57.650 --> 00:06:00.612 Everyone I'm hearing is, okay, we're doing more 151 00:06:00.612 --> 00:06:03.076 with less, so maybe a little bit less 152 00:06:03.076 --> 00:06:04.798 or break even on the resources. 153 00:06:04.798 --> 00:06:08.470 But expectations are high not only for 154 00:06:08.470 --> 00:06:11.006 creating great partner experience, but in reality 155 00:06:11.006 --> 00:06:12.910 shortening time to revenue for the partners. 156 00:06:12.910 --> 00:06:14.472 So here we are. 157 00:06:14.472 --> 00:06:16.712 Is okay, we have this resources, we have 158 00:06:16.712 --> 00:06:19.762 this expectation, and we still have this goal 159 00:06:19.762 --> 00:06:22.970 of shortening revenue and making all partners happy. 160 00:06:22.970 --> 00:06:24.600 That's a hard thing to do. 161 00:06:25.130 --> 00:06:26.268 You're not going to let me talk 162 00:06:26.268 --> 00:06:29.232 about AI yet because you're okay. 163 00:06:29.232 --> 00:06:31.008 Here we go, by the way. 164 00:06:31.008 --> 00:06:34.620 Okay, that was a softball toss in the AI thing. 165 00:06:36.110 --> 00:06:37.696 You make a great point. Right? 166 00:06:37.696 --> 00:06:40.598 Like so many companies just in the current economic 167 00:06:40.598 --> 00:06:43.296 conditions we're in, have to do more with less. 168 00:06:43.296 --> 00:06:46.192 There's either layoffs or hiring is slowing, right. 169 00:06:46.192 --> 00:06:49.108 Budgets are coming down, yet the expectations have never been 170 00:06:49.108 --> 00:06:50.858 higher to do more and more and more and capture 171 00:06:50.858 --> 00:06:52.676 more and do more and all that kind of stuff. 172 00:06:52.676 --> 00:06:54.708 And so the only way to 173 00:06:54.708 --> 00:06:56.792 do that, quite frankly, is technology. Right? 174 00:06:56.792 --> 00:06:59.608 It's automation, like you talked about, mixed with a little 175 00:06:59.608 --> 00:07:02.008 bit of AI sprinkle, which we'll talk about later. 176 00:07:02.008 --> 00:07:05.270 But how do you bring resources to partners? 177 00:07:05.270 --> 00:07:06.952 In a couple of ways, one, to make it easy 178 00:07:06.952 --> 00:07:08.910 as possible for them so that they can go quicker 179 00:07:08.910 --> 00:07:11.708 with customers for time to revenue like you talked about. 180 00:07:11.708 --> 00:07:14.076 But two, make it so seamless and simple 181 00:07:14.076 --> 00:07:16.748 for them that it's just this great experience. 182 00:07:16.748 --> 00:07:18.108 At the end of the day, they 183 00:07:18.108 --> 00:07:20.176 are an extension of our salesforce. Right. 184 00:07:20.176 --> 00:07:21.840 So we need to make sure 185 00:07:21.840 --> 00:07:24.624 ultimately it's the customer experience, right. 186 00:07:24.624 --> 00:07:26.208 Customer experience is going to be 187 00:07:26.208 --> 00:07:28.496 largely dependent on their partner experience. 188 00:07:28.496 --> 00:07:30.528 Partner experience is dependent on what I put out 189 00:07:30.528 --> 00:07:31.972 in the market to make it easier for them. 190 00:07:31.972 --> 00:07:33.626 So for us, it's that whole chain 191 00:07:33.626 --> 00:07:34.960 that goes all the way through. 192 00:07:35.890 --> 00:07:37.790 So maybe we should talk about AI. 193 00:07:39.890 --> 00:07:42.010 I don't know how you do without AI. 194 00:07:42.010 --> 00:07:44.036 There's two things that I talk about 195 00:07:44.036 --> 00:07:45.652 almost on a daily basis around this 196 00:07:45.652 --> 00:07:47.992 and obviously curious your take on that. 197 00:07:47.992 --> 00:07:50.100 One is the do more with less. 198 00:07:50.630 --> 00:07:52.872 And I think the AI plays really well into 199 00:07:52.872 --> 00:07:54.408 it and we're going to differentiate and talk about 200 00:07:54.408 --> 00:07:58.812 AI between what I call the big AI and 201 00:07:58.812 --> 00:08:03.132 the direct line to channel marketing and creating content. 202 00:08:03.132 --> 00:08:04.636 But I see two sides of it. 203 00:08:04.636 --> 00:08:06.578 So I spend a little bit, I actually spent 204 00:08:06.578 --> 00:08:08.412 a lot of time talking about do more with 205 00:08:08.412 --> 00:08:11.324 less, but I very rapidly all the conversations get 206 00:08:11.324 --> 00:08:15.440 switched over to doing better with less, not more. 207 00:08:15.440 --> 00:08:17.200 But let's actually do better. 208 00:08:17.200 --> 00:08:19.232 Let's not just take less and try to figure out 209 00:08:19.232 --> 00:08:21.168 to do what we did before, but I think we 210 00:08:21.168 --> 00:08:23.764 can accelerate that and do a whole lot better. 211 00:08:23.764 --> 00:08:26.852 So anyways, that's what I'm hearing, seeing. 212 00:08:26.852 --> 00:08:27.908 I think you're totally right. 213 00:08:27.908 --> 00:08:30.964 And it's so fascinating because AI in 214 00:08:30.964 --> 00:08:32.724 general and especially gen AI, right, it 215 00:08:32.724 --> 00:08:35.732 is a once in a generation change. 216 00:08:35.732 --> 00:08:38.308 This is a really big one, right? 217 00:08:38.308 --> 00:08:39.956 And I think it's super interesting. 218 00:08:39.956 --> 00:08:43.172 AI has been around for a while and then I remember you 219 00:08:43.172 --> 00:08:44.964 gave me a call, I don't even know how long ago. 220 00:08:44.964 --> 00:08:46.172 It was like nine months ago. 221 00:08:46.172 --> 00:08:47.548 And you're like, oh my God, I've got this 222 00:08:47.548 --> 00:08:49.074 product I want to demo for you and it's 223 00:08:49.074 --> 00:08:51.730 Gen AI and it's channel marketing AI. 224 00:08:51.730 --> 00:08:54.748 And I was sitting in the same seat when 225 00:08:54.748 --> 00:08:56.108 you demoed to me and I'm like, oh my 226 00:08:56.108 --> 00:08:57.612 God, I want to get my hands on that. 227 00:08:57.612 --> 00:08:59.052 I want to be first to implement it. 228 00:08:59.052 --> 00:09:00.348 I want to be first to market with you 229 00:09:00.348 --> 00:09:02.806 to do that because it's a game changer. 230 00:09:02.806 --> 00:09:04.910 What StructuredWeb is doing. 231 00:09:04.910 --> 00:09:06.864 And I cannot wait until we get 232 00:09:06.864 --> 00:09:08.416 to release this product out into market 233 00:09:08.416 --> 00:09:10.560 because it's going to change everything. 234 00:09:10.560 --> 00:09:13.892 Well, what StructuredWeb is doing with you to 235 00:09:13.892 --> 00:09:17.418 help the partners to get to the buyer, following 236 00:09:17.418 --> 00:09:19.840 that whole line that you're talking about. 237 00:09:22.050 --> 00:09:24.484 You and I were sitting over a scotch and it 238 00:09:24.484 --> 00:09:27.304 was probably a very good scotch, probably five years ago 239 00:09:27.304 --> 00:09:31.230 at a Channel focus Baptiste event talking about AI. 240 00:09:31.230 --> 00:09:33.448 And I think Ross Brown was sitting there and 241 00:09:33.448 --> 00:09:35.096 we were talking about where would AI go? 242 00:09:35.096 --> 00:09:38.888 And Ross is at 10,000ft and I'm like, 243 00:09:38.888 --> 00:09:41.042 oh my gosh, this is George Orwellian. 244 00:09:41.042 --> 00:09:42.412 He's like, it's coming, it's coming, 245 00:09:42.412 --> 00:09:43.836 it's all this sort of stuff. 246 00:09:43.836 --> 00:09:45.228 And this is five years ago 247 00:09:45.228 --> 00:09:46.524 and we were talking about it. 248 00:09:46.524 --> 00:09:48.828 And even two years ago, you and I were talking 249 00:09:48.828 --> 00:09:50.738 about it going, okay, this is pretty cool where it's 250 00:09:50.738 --> 00:09:53.856 going, but nine months ago we had that conversation when 251 00:09:53.856 --> 00:09:56.384 I actually saw something that, like I said, was a 252 00:09:56.384 --> 00:10:00.048 direct line to channel marketing to help you help your 253 00:10:00.048 --> 00:10:03.390 partners be better storytellers to get to the buyer. 254 00:10:03.390 --> 00:10:05.248 That was a pretty cool moment. 255 00:10:05.248 --> 00:10:06.276 It was a cool moment. 256 00:10:06.276 --> 00:10:08.388 And for those people listening are like, what 257 00:10:08.388 --> 00:10:09.652 in the world are they talking about? Right? 258 00:10:09.652 --> 00:10:10.676 Because we are going to be first. 259 00:10:10.676 --> 00:10:12.068 I'm very excited about it. 260 00:10:12.068 --> 00:10:14.286 So let's talk about what it really means for partners. 261 00:10:14.286 --> 00:10:17.736 So what StructuredWeb is doing is you're going 262 00:10:17.736 --> 00:10:22.350 into the ServiceNow IP, into our websites and internal 263 00:10:22.350 --> 00:10:24.968 place and training all the LLM models on our 264 00:10:24.968 --> 00:10:26.888 language and exactly how we talk and how we 265 00:10:26.888 --> 00:10:28.392 position what that product is. 266 00:10:28.392 --> 00:10:31.458 You're then taking that, putting it in the structured know portal 267 00:10:31.458 --> 00:10:33.500 that we use with you for all of our content. 268 00:10:33.500 --> 00:10:35.202 And imagine now you're a partner. 269 00:10:35.202 --> 00:10:37.804 You can come into this website and you 270 00:10:37.804 --> 00:10:39.686 can say, I'm a partner in Korea. 271 00:10:39.686 --> 00:10:42.768 I want to go after itsm for 272 00:10:42.768 --> 00:10:45.808 this market and this type of person. 273 00:10:45.808 --> 00:10:49.382 And literally within seconds all of this gen AI 274 00:10:49.382 --> 00:10:53.476 is going to create customized content in Korean for 275 00:10:53.476 --> 00:10:57.802 that product, for that customer base, for that Persona. 276 00:10:57.802 --> 00:10:58.724 Just like that. 277 00:10:58.724 --> 00:10:59.892 I mean like amazing. 278 00:10:59.892 --> 00:11:02.676 And by the way, for partners, it's all free, right? 279 00:11:02.676 --> 00:11:04.698 I mean, imagine a world in which you're 280 00:11:04.698 --> 00:11:07.672 a partner where even localization and translation used 281 00:11:07.672 --> 00:11:10.248 to take nine weeks post production of when 282 00:11:10.248 --> 00:11:12.280 they would do it in the United States. 283 00:11:12.280 --> 00:11:14.712 So it is an absolute game 284 00:11:14.712 --> 00:11:16.638 changer, especially for our global partners. 285 00:11:16.638 --> 00:11:18.248 I mean, for everyone for sure. 286 00:11:18.248 --> 00:11:20.428 But when you reach into the kind of localization and 287 00:11:20.428 --> 00:11:23.132 translations, that was the one for me nine months ago, 288 00:11:23.132 --> 00:11:25.522 because you know me, I'm very global, very international. 289 00:11:25.522 --> 00:11:27.756 That was the one where I was like, oh my God. 290 00:11:27.756 --> 00:11:30.082 And when you demoed it for me, you did it in Japanese. 291 00:11:30.082 --> 00:11:33.640 I remember I told Daniel and I'm like, this is amazing. 292 00:11:34.990 --> 00:11:37.574 I mean the double bite character right out of the gate. 293 00:11:37.574 --> 00:11:39.648 I know I'm doing a big promo for you right 294 00:11:39.648 --> 00:11:43.110 now, but I'm literally blown away by the capabilities. 295 00:11:43.110 --> 00:11:45.668 And when I was just at partner kickoff last week in 296 00:11:45.668 --> 00:11:48.308 Vegas, where I met with a lot of partners, tons of 297 00:11:48.308 --> 00:11:51.668 them were global partners, and we talked about the capabilities that 298 00:11:51.668 --> 00:11:55.524 are coming very soon and their eyes lit up. 299 00:11:55.524 --> 00:11:56.628 Where can I sign up? 300 00:11:56.628 --> 00:11:58.856 How do I get access to this? I am all in. 301 00:11:58.856 --> 00:12:02.184 I mean, the response has been absolutely amazing. 302 00:12:02.184 --> 00:12:03.022 Just astounding. 303 00:12:03.022 --> 00:12:04.744 So I am so excited for 2024 304 00:12:04.744 --> 00:12:08.472 and really changing the game here. How about your team? 305 00:12:08.472 --> 00:12:10.268 How does your team feel about this? Right. I'm sorry. 306 00:12:10.268 --> 00:12:12.476 It's such a loaded question. Sorry. I know I. 307 00:12:12.476 --> 00:12:14.172 Yeah, no, all good. 308 00:12:14.172 --> 00:12:18.140 I think the team was, I'd say, skeptical at first. 309 00:12:18.140 --> 00:12:19.634 And you and I have talked about, it's 310 00:12:19.634 --> 00:12:21.820 just this big scary, like, what is this? 311 00:12:21.820 --> 00:12:24.464 And to your point, there is big AI and 312 00:12:24.464 --> 00:12:27.168 then there's channel marketing AI, which are very, I 313 00:12:27.168 --> 00:12:29.328 mean, they've got similar threads, but different. Right. 314 00:12:29.328 --> 00:12:30.592 At first it was like, oh, yeah. 315 00:12:30.592 --> 00:12:32.624 Well, I don't get know, I don't understand how that's going 316 00:12:32.624 --> 00:12:35.312 to happen, but when you can see the demo and touch 317 00:12:35.312 --> 00:12:37.268 and feel it and see how fast it is, it's like, 318 00:12:37.268 --> 00:12:39.892 how do you not just become a total believer, right? 319 00:12:39.892 --> 00:12:42.426 It's like Santa Claus just came town. I'm so excited. 320 00:12:42.426 --> 00:12:43.680 Can't even stand it. 321 00:12:44.390 --> 00:12:47.528 So maybe since you're doing the whole thing, 322 00:12:47.528 --> 00:12:50.382 what's the difference between why channel GPT versus 323 00:12:50.382 --> 00:12:53.422 just unleashing Chat GPT on the partners? 324 00:12:53.422 --> 00:12:55.432 Right, but that's exactly what I talked about. 325 00:12:55.432 --> 00:12:57.198 But like, just Chat GPT, it's 326 00:12:57.198 --> 00:12:59.560 kind of in that open domain. Right. 327 00:13:00.330 --> 00:13:01.916 And it's a wonderful thing. 328 00:13:01.916 --> 00:13:03.612 I use Chat GPT every day. 329 00:13:03.612 --> 00:13:06.290 It does my menu planning for what I'm 330 00:13:06.290 --> 00:13:07.800 going to make for dinner every week. 331 00:13:08.890 --> 00:13:11.292 But that's more of kind of an open. 332 00:13:11.292 --> 00:13:12.742 What's out in the public domain, 333 00:13:12.742 --> 00:13:13.840 all that kind of stuff. 334 00:13:13.840 --> 00:13:17.070 The channel GPT and what we're doing. 335 00:13:17.070 --> 00:13:19.558 What I said, you guys are training the LLM models 336 00:13:19.558 --> 00:13:22.224 on our specific IP and the ServiceNow language and 337 00:13:22.224 --> 00:13:25.450 our positioning so that you don't get the hallucinations. 338 00:13:25.450 --> 00:13:27.834 It's nearly 100% accurate. 339 00:13:27.834 --> 00:13:31.348 Not 100%, nothing's 100%, but the work that it takes 340 00:13:31.348 --> 00:13:32.964 us to go back and check through it and make 341 00:13:32.964 --> 00:13:35.572 sure it's good just takes like no time at all. Right. 342 00:13:35.572 --> 00:13:38.830 So it's very different because it's very customized. 343 00:13:38.830 --> 00:13:39.176 Right. 344 00:13:39.176 --> 00:13:40.552 And there is a cost to that. 345 00:13:40.552 --> 00:13:42.248 I shouldn't say that's free. It's free. 346 00:13:42.248 --> 00:13:44.424 To our partners, there's a cost to it for us. 347 00:13:44.424 --> 00:13:45.806 For me, that is priceless. 348 00:13:45.806 --> 00:13:49.292 It's like we're going to change the landscape and 349 00:13:49.292 --> 00:13:52.508 the ease of use and the experience partners have 350 00:13:52.508 --> 00:13:54.300 and how fast they can get to market. 351 00:13:54.300 --> 00:13:58.012 That is priceless because we're going after big money and 352 00:13:58.012 --> 00:14:00.720 big deals and we want to be first in market. 353 00:14:00.720 --> 00:14:02.910 And ServiceNow is a very. 354 00:14:02.910 --> 00:14:04.970 We call ourselves the rocket ship. 355 00:14:06.430 --> 00:14:08.688 I wouldn't say aggressive is the wrong word, but 356 00:14:08.688 --> 00:14:10.288 we are absolutely in it to win it. 357 00:14:10.288 --> 00:14:11.968 And we're putting everything at the wall right 358 00:14:11.968 --> 00:14:13.652 now and we are going to win it. 359 00:14:13.652 --> 00:14:15.012 So what would you tell our 360 00:14:15.012 --> 00:14:18.330 audience, our listeners, about generative AI? 361 00:14:18.330 --> 00:14:19.988 What do they need to do? 362 00:14:19.988 --> 00:14:22.340 I think you spoke very eloquently on why they 363 00:14:22.340 --> 00:14:25.124 get involved, but what do they need to do? 364 00:14:25.124 --> 00:14:26.948 Maybe share a little bit of the process that you 365 00:14:26.948 --> 00:14:29.592 went through, if you can, on figuring out how to 366 00:14:29.592 --> 00:14:31.750 take that in and figure out how to make. 367 00:14:31.750 --> 00:14:34.446 I think the main thing is we can read 100 articles 368 00:14:34.446 --> 00:14:37.432 and you can go to 100 podcasts and it's great. 369 00:14:37.432 --> 00:14:39.372 You're going to get educated, but you have 370 00:14:39.372 --> 00:14:41.724 to get your hands dirty in it. 371 00:14:41.724 --> 00:14:43.388 So I don't know if you're going to be 372 00:14:43.388 --> 00:14:46.028 showing the video of this podcast today, but my 373 00:14:46.028 --> 00:14:48.732 background, I literally went in and created a gen 374 00:14:48.732 --> 00:14:51.372 AI background that is now my Zoom background, right? 375 00:14:51.372 --> 00:14:53.878 And I said, give me a beautiful high end luxury 376 00:14:53.878 --> 00:14:56.272 office in San Francisco with a bookshelf on the left, 377 00:14:56.272 --> 00:14:58.672 the Golden Gate bridge in the back, a sunny day. 378 00:14:58.672 --> 00:15:00.608 And here is what I got out of it, right? 379 00:15:00.608 --> 00:15:02.608 I had no idea what I was doing, right? 380 00:15:02.608 --> 00:15:05.044 But getting in the sandbox and playing with the 381 00:15:05.044 --> 00:15:07.028 tools and just seeing what they can do. 382 00:15:07.028 --> 00:15:08.708 Because once you touch it and feel it and 383 00:15:08.708 --> 00:15:11.860 experience like, oh my God, that's absolutely insane, right? 384 00:15:11.860 --> 00:15:14.212 Even for our employee kickoff next week. 385 00:15:14.212 --> 00:15:16.072 As a great example, because our company is 386 00:15:16.072 --> 00:15:19.016 all about Genai, you can now go into 387 00:15:19.016 --> 00:15:23.214 the ServiceNow corporate site, internal site, and we'll 388 00:15:23.214 --> 00:15:25.592 do Genai headshots just for fun, right? 389 00:15:25.592 --> 00:15:28.648 Get every employee playing with it, find out 390 00:15:28.648 --> 00:15:31.276 all the tools, doesn't matter what it is, 391 00:15:31.276 --> 00:15:32.412 just go in and play with it. 392 00:15:32.412 --> 00:15:34.428 Because all of a sudden your eyes get open. 393 00:15:34.428 --> 00:15:36.972 Then you start brainstorming with other people, you 394 00:15:36.972 --> 00:15:39.308 realize what the capabilities are and then you 395 00:15:39.308 --> 00:15:41.378 can jump on that train a lot quicker. 396 00:15:41.378 --> 00:15:43.378 And a lot of people say, is Gen AI 397 00:15:43.378 --> 00:15:45.852 going to replace all these jobs, especially marketing, right? 398 00:15:45.852 --> 00:15:47.954 It's a content generator. 399 00:15:47.954 --> 00:15:49.196 No, absolutely not. 400 00:15:49.196 --> 00:15:51.338 It's not going to replace place people's jobs. 401 00:15:51.338 --> 00:15:53.684 It's going to replace those people's jobs that didn't go 402 00:15:53.684 --> 00:15:55.188 out and play with it and understand it and how 403 00:15:55.188 --> 00:15:57.658 to use it and integrate into their everyday life, that's 404 00:15:57.658 --> 00:15:59.284 whose jobs are going to be on the line. 405 00:15:59.284 --> 00:16:01.588 So I'm telling my team, get out there and play with it. 406 00:16:01.588 --> 00:16:04.548 Doesn't matter what the tool is, just go play. Yeah. 407 00:16:04.548 --> 00:16:06.244 I love the analogy. I'd heard this. 408 00:16:06.244 --> 00:16:07.512 You heard, Daniel heard this, too. 409 00:16:07.512 --> 00:16:10.296 It's like having an assistant, right? 410 00:16:10.296 --> 00:16:12.488 It's like having a college grad who come in as 411 00:16:12.488 --> 00:16:15.214 a great writer, but doesn't know all your content, doesn't 412 00:16:15.214 --> 00:16:19.490 know all the nuances, doesn't understand all the value propositions, 413 00:16:19.490 --> 00:16:22.124 but it gives you a great place to start. Right. 414 00:16:22.124 --> 00:16:25.138 And so I think that's the time saver. 415 00:16:25.138 --> 00:16:27.698 And then how you go beyond. 416 00:16:27.698 --> 00:16:29.740 I think your partners are going to 417 00:16:29.740 --> 00:16:31.888 be amazed with what they can do. Right. 418 00:16:31.888 --> 00:16:33.632 You look at so many partners, the 419 00:16:33.632 --> 00:16:36.688 large enterprise partners, they probably wouldn't have 420 00:16:36.688 --> 00:16:39.888 come to a TCMA historically because they 421 00:16:39.888 --> 00:16:43.120 can't really customize their message, right? 422 00:16:43.120 --> 00:16:44.548 And co branding and putting their 423 00:16:44.548 --> 00:16:45.764 logo on, it's not enough. 424 00:16:45.764 --> 00:16:48.154 They want to be able to put their message to the buyer. 425 00:16:48.154 --> 00:16:51.300 And now even the largest partner can save 426 00:16:51.300 --> 00:16:54.756 time and really create great custom content. 427 00:16:54.756 --> 00:16:56.516 Everyone needs to differentiate, right? 428 00:16:56.516 --> 00:16:58.552 The only way to do that is get very specific 429 00:16:58.552 --> 00:17:01.112 and talk about what is your true unique value add 430 00:17:01.112 --> 00:17:04.290 over the competitors that are knocking at the same door. 431 00:17:05.109 --> 00:17:06.248 And, you know, it's funny, I 432 00:17:06.248 --> 00:17:07.998 think about, we talk about predictions. 433 00:17:07.998 --> 00:17:09.442 You and I are going to have a podcast 434 00:17:09.442 --> 00:17:10.907 two years from now and we're going to be 435 00:17:10.907 --> 00:17:12.780 laughing at this one saying, oh, my. 436 00:17:12.780 --> 00:17:14.380 Like everyone does that now. 437 00:17:14.380 --> 00:17:16.599 That was just table stakes now, right? 438 00:17:17.450 --> 00:17:20.480 I think it's going to accelerate incredibly fast. 439 00:17:20.480 --> 00:17:22.223 Who knows what it's going to be, right? 440 00:17:22.223 --> 00:17:23.407 Yeah, absolutely. 441 00:17:23.407 --> 00:17:24.650 Anyways, Meaghan. 442 00:17:26.109 --> 00:17:28.640 Oh, one last thing. I was going to ask. 443 00:17:28.640 --> 00:17:30.768 Normally say, hey, any recommendations for 444 00:17:30.768 --> 00:17:32.896 anybody out there for 2024? 445 00:17:32.896 --> 00:17:35.972 I'm pretty sure you just spent the last eight 446 00:17:35.972 --> 00:17:38.548 minutes talking about what they should be doing, what 447 00:17:38.548 --> 00:17:40.452 they should be looking at for 2024. 448 00:17:40.452 --> 00:17:41.508 Any thoughts you want to add to 449 00:17:41.508 --> 00:17:43.204 that or stick with where you want? 450 00:17:43.204 --> 00:17:45.668 Yeah, again, I think, and we talk about 451 00:17:45.668 --> 00:17:47.112 it amongst my team all the time. 452 00:17:47.112 --> 00:17:49.150 Just get out there, talk to your peers, 453 00:17:49.150 --> 00:17:50.504 go look at what's out there, play in 454 00:17:50.504 --> 00:17:53.742 the sandboxes, get some think tanks locally. 455 00:17:53.742 --> 00:17:56.168 And if you know someone, even if 456 00:17:56.168 --> 00:17:58.568 it's a competing vendor, here's the thing. 457 00:17:58.568 --> 00:18:00.776 Channel marketing is not brain science. Right? 458 00:18:00.776 --> 00:18:03.074 We all experience the same problems and we're 459 00:18:03.074 --> 00:18:04.588 all dealing with the same thing and trying 460 00:18:04.588 --> 00:18:05.724 to figure out how to get better. 461 00:18:05.724 --> 00:18:07.708 The most valuable thing that I've done in my 462 00:18:07.708 --> 00:18:10.892 career in partner marketing is to have friends like 463 00:18:10.892 --> 00:18:13.362 you and sit around in rooms with our peers 464 00:18:13.362 --> 00:18:15.974 and my peers at any large vendor. 465 00:18:15.974 --> 00:18:17.808 And we don't talk about best practices and 466 00:18:17.808 --> 00:18:18.944 what are you struggling with and how are 467 00:18:18.944 --> 00:18:20.288 you solving it, what are you doing? 468 00:18:20.288 --> 00:18:23.002 It only makes us better and stronger as an industry. 469 00:18:23.002 --> 00:18:24.612 And at the end of the know, 470 00:18:24.612 --> 00:18:26.020 that's what we're all about, right? 471 00:18:26.020 --> 00:18:29.520 So I say just get out and network. Okay. 472 00:18:30.690 --> 00:18:31.252 All right. 473 00:18:31.252 --> 00:18:33.268 So, Meaghan Moore, thank you so 474 00:18:33.268 --> 00:18:35.040 much for joining us once again. 475 00:18:36.690 --> 00:18:37.284 Absolutely. 476 00:18:37.284 --> 00:18:38.932 And the best way for people to reach you 477 00:18:38.932 --> 00:18:41.748 again would be you can hit me up at 478 00:18:41.748 --> 00:18:45.228 Meaghan moore@servicenow.com or I'm out there on LinkedIn in. 479 00:18:45.228 --> 00:18:46.754 I think I'm still Meaghan Sullivan Moore. 480 00:18:46.754 --> 00:18:48.786 I'm still going through the name transition, 481 00:18:48.786 --> 00:18:50.972 but you can find me either way. 482 00:18:50.972 --> 00:18:53.540 Okay, thanks, Meaghan. Thanks, listeners. Thank you.