Subscribe
Share
Share
Embed
Back on T-R-A-C-K (formerly Tea Time with Tech Marketing Leaders) is where founders learn how to build a true marketing growth engine — one that runs smoothly, scales sustainably, and supports the business you actually want to lead.
After hundreds of conversations with marketing leaders on Tea Time, one truth kept surfacing: too many founders are stuck chasing what’s shiny and new instead of strengthening the systems that create consistent, compounding growth.
Back on T-R-A-C-K is your reset. Join me and a lineup of fractional marketing leaders and founders who’ve paved the way — or are finding it in real time — as we share honest stories, practical strategies, and proven frameworks to help you get clarity, build momentum, and stay the course. Because growth doesn’t come from doing more — it comes from getting back on track.
Kind: captions
Language: en
hello<00:00:04.080> I'm<00:00:04.240> Carrie<00:00:04.640> Guard<00:00:04.880> and<00:00:05.040> welcome<00:00:05.279> back
hello I'm Kerry Guard and welcome back
hello I'm Carrie Guard and welcome back
to<00:00:05.680> Tea<00:00:06.000> Time<00:00:06.240> with<00:00:06.400> Tech<00:00:06.720> Marketing<00:00:07.120> Leaders
to Tea Time with Tech Marketing Leaders
to Tea Time with Tech Marketing Leaders
Sorry<00:00:07.680> y'all<00:00:07.919> for<00:00:08.080> taking<00:00:08.320> a<00:00:08.639> mini<00:00:08.960> hiatus
Sorry y'all for taking a mini hiatus
Sorry y'all for taking a mini hiatus
last<00:00:09.760> week<00:00:10.000> I<00:00:10.240> had<00:00:10.559> one<00:00:10.960> heck<00:00:11.360> of<00:00:11.519> a<00:00:11.679> chest
last week I had one heck of a chest
last week I had one heck of a chest
infection<00:00:12.480> and<00:00:12.880> zero<00:00:13.280> voice<00:00:14.160> So<00:00:14.960> huge<00:00:15.599> huge
infection and zero voice So huge huge
infection and zero voice So huge huge
thank<00:00:16.240> you<00:00:16.480> to<00:00:16.880> my<00:00:17.520> podcast<00:00:18.000> sidekick<00:00:18.480> Elijah
thank you to my podcast sidekick Elijah
thank you to my podcast sidekick Elijah
Drown<00:00:19.359> for<00:00:19.520> jumping<00:00:19.840> on<00:00:20.080> in<00:00:20.560> and<00:00:20.800> having<00:00:21.520> a
Drown for jumping on in and having a
Drown for jumping on in and having a
wonderful<00:00:22.320> wonderful<00:00:22.720> wonderful
wonderful wonderful wonderful
wonderful wonderful wonderful
conversation<00:00:23.760> last<00:00:24.080> week<00:00:24.320> If<00:00:24.560> you<00:00:24.720> haven't
conversation last week If you haven't
conversation last week If you haven't
checked<00:00:25.519> it<00:00:25.600> out<00:00:25.920> be<00:00:26.080> sure<00:00:26.240> to<00:00:26.480> head<00:00:26.640> on<00:00:26.800> over
checked it out be sure to head on over
checked it out be sure to head on over
and<00:00:28.000> uh<00:00:28.160> take<00:00:28.480> a<00:00:29.039> listen<00:00:29.439> and<00:00:29.679> he<00:00:29.920> was<00:00:30.160> a<00:00:30.480> great
and uh take a listen and he was a great
and uh take a listen and he was a great
fillin<00:00:31.519> He<00:00:31.760> was<00:00:31.920> almost<00:00:32.480> I<00:00:33.440> Yeah<00:00:33.920> I'm<00:00:34.160> going<00:00:34.239> to
fillin He was almost I Yeah I'm going to
fillin He was almost I Yeah I'm going to
leave<00:00:34.399> it<00:00:34.559> at<00:00:34.719> that<00:00:34.960> I'm<00:00:35.120> going<00:00:35.200> to<00:00:35.280> leave<00:00:35.360> it
leave it at that I'm going to leave it
leave it at that I'm going to leave it
at<00:00:35.600> that<00:00:35.760> for<00:00:35.920> now<00:00:36.320> Uh<00:00:36.640> this<00:00:36.960> week<00:00:37.360> I'm<00:00:37.760> been<00:00:38.239> on
at that for now Uh this week I'm been on
at that for now Uh this week I'm been on
the<00:00:38.559> edge<00:00:38.719> of<00:00:38.879> my<00:00:38.960> seat<00:00:39.200> for<00:00:39.360> this
the edge of my seat for this
the edge of my seat for this
conversation<00:00:39.920> because<00:00:40.239> I<00:00:40.480> met<00:00:40.719> Arpine<00:00:41.200> at
conversation because I met Arpine at
conversation because I met Arpine at
Cyber<00:00:41.760> Marketing<00:00:42.160> Con<00:00:43.360> um<00:00:44.239> in<00:00:44.480> December<00:00:45.520> it
Cyber Marketing Con um in December it
Cyber Marketing Con um in December it
feels<00:00:46.000> like<00:00:46.160> yesterday<00:00:47.120> and<00:00:47.680> also<00:00:48.480> like<00:00:48.719> ages
feels like yesterday and also like ages
feels like yesterday and also like ages
ago<00:00:49.680> at
ago at
ago at
this<00:00:51.920> and<00:00:52.640> I<00:00:53.440> um<00:00:54.399> uh<00:00:54.559> pulled<00:00:54.800> myself<00:00:55.120> together
this and I um uh pulled myself together
this and I um uh pulled myself together
and<00:00:55.600> approached<00:00:55.840> her<00:00:56.000> and<00:00:56.160> said<00:00:56.320> would<00:00:56.480> you
and approached her and said would you
and approached her and said would you
pretty<00:00:56.879> pretty<00:00:57.120> pretty<00:00:57.120> pretty<00:00:57.120> pretty
pretty pretty pretty pretty pretty
pretty pretty<00:00:57.360> pretty<00:00:57.360> pretty<00:00:57.360> pretty
pretty pretty pretty pretty pretty
pretty pretty<00:00:57.600> pretty<00:00:57.600> pretty<00:00:57.600> pretty
pretty pretty pretty pretty pretty
pretty pretty<00:00:57.840> please<00:00:58.160> be<00:00:58.239> on<00:00:58.399> my<00:00:58.559> podcast
pretty pretty please be on my podcast
pretty pretty please be on my podcast
because<00:00:59.199> this<00:00:59.359> is<00:00:59.600> amazing<00:00:59.840> conversation<00:01:00.239> and
because this is amazing conversation and
because this is amazing conversation and
I<00:01:00.640> want<00:01:00.719> to<00:01:00.800> rehash<00:01:01.120> it<00:01:01.280> and<00:01:01.520> she<00:01:01.680> was<00:01:01.840> kind
I want to rehash it and she was kind
I want to rehash it and she was kind
enough<00:01:02.160> to<00:01:02.320> say<00:01:02.559> yes<00:01:02.800> and<00:01:03.039> we<00:01:03.199> are<00:01:03.359> finally
enough to say yes and we are finally
enough to say yes and we are finally
here<00:01:04.000> and<00:01:04.320> I<00:01:04.799> am<00:01:05.479> stoked<00:01:06.479> is<00:01:06.560> the<00:01:06.720> VP<00:01:07.119> of<00:01:07.280> global
here and I am stoked is the VP of global
here and I am stoked is the VP of global
demand<00:01:07.920> gen<00:01:08.240> for<00:01:08.479> threat<00:01:08.880> connect<00:01:09.200> at<00:01:09.439> cyber
demand gen for threat connect at cyber
demand gen for threat connect at cyber
marketing<00:01:10.159> con<00:01:10.479> like<00:01:10.560> I<00:01:10.720> said<00:01:10.880> I<00:01:11.040> had<00:01:11.119> the
marketing con like I said I had the
marketing con like I said I had the
pleasure<00:01:11.520> of<00:01:11.680> enjoying<00:01:12.000> her<00:01:12.240> talk<00:01:12.880> about
pleasure of enjoying her talk about
pleasure of enjoying her talk about
waterfall<00:01:14.080> metrics
waterfall metrics
waterfall metrics
Ever<00:01:15.520> since<00:01:15.760> that<00:01:15.920> day<00:01:16.240> I've<00:01:16.400> been<00:01:16.560> obsessed
Ever since that day I've been obsessed
Ever since that day I've been obsessed
with<00:01:17.040> marketing<00:01:17.439> decisions<00:01:17.840> based<00:01:18.080> on
with marketing decisions based on
with marketing decisions based on
regularly<00:01:19.200> updating<00:01:19.920> data<00:01:20.720> And<00:01:21.040> it's<00:01:21.280> so
regularly updating data And it's so
regularly updating data And it's so
addicting<00:01:22.159> when<00:01:22.320> you<00:01:22.479> add<00:01:22.720> tracking<00:01:23.119> KPIs<00:01:23.520> to
addicting when you add tracking KPIs to
addicting when you add tracking KPIs to
the<00:01:23.759> mix<00:01:24.240> Well<00:01:24.479> I'll<00:01:24.640> be<00:01:24.720> spilling<00:01:24.960> the<00:01:25.119> tea<00:01:25.360> on
the mix Well I'll be spilling the tea on
the mix Well I'll be spilling the tea on
that<00:01:25.680> later<00:01:26.159> Don't<00:01:26.400> you<00:01:27.080> worry<00:01:28.080> Conventions
that later Don't you worry Conventions
that later Don't you worry Conventions
can<00:01:28.799> be<00:01:28.960> loud<00:01:29.360> over<00:01:29.600> stimulating<00:01:30.080> and<00:01:30.320> full<00:01:30.479> of
can be loud over stimulating and full of
can be loud over stimulating and full of
sensory<00:01:31.200> overload<00:01:31.840> It's<00:01:32.000> a<00:01:32.159> lot<00:01:32.240> of<00:01:32.320> pressure
sensory overload It's a lot of pressure
sensory overload It's a lot of pressure
Threat<00:01:33.040> connect<00:01:33.360> sponsored<00:01:34.159> rocking
Threat connect sponsored rocking
Threat connect sponsored rocking
mocktails<00:01:35.280> with<00:01:35.680> sober<00:01:36.240> and<00:01:36.400> cyber<00:01:36.880> at<00:01:37.119> the
mocktails with sober and cyber at the
mocktails with sober and cyber at the
latest<00:01:37.600> RSA<00:01:38.320> We<00:01:38.560> are<00:01:38.720> lucky<00:01:38.880> enough<00:01:39.040> to<00:01:39.280> have
latest RSA We are lucky enough to have
latest RSA We are lucky enough to have
learned<00:01:39.680> so<00:01:39.920> much<00:01:40.000> from<00:01:40.240> Jen's<00:01:40.640> mission<00:01:40.880> for
learned so much from Jen's mission for
learned so much from Jen's mission for
sober<00:01:41.520> networking<00:01:42.400> in<00:01:42.640> a<00:01:42.880> the<00:01:43.200> past<00:01:43.439> episode
sober networking in a the past episode
sober networking in a the past episode
of<00:01:43.840> tea<00:01:44.000> time<00:01:44.400> that<00:01:44.560> Arpine<00:01:45.119> is<00:01:45.200> a
of tea time that Arpine is a
of tea time that Arpine is a
well-rounded<00:01:45.920> marketer<00:01:46.320> for<00:01:46.479> a<00:01:46.720> huge
well-rounded marketer for a huge
well-rounded marketer for a huge
background<00:01:47.680> in<00:01:47.920> journalism<00:01:48.560> So<00:01:48.799> you<00:01:49.040> know<00:01:49.759> she
background in journalism So you know she
background in journalism So you know she
will<00:01:50.240> be<00:01:50.399> telling<00:01:50.799> great<00:01:51.520> stories<00:01:52.000> just<00:01:52.240> like
will be telling great stories just like
will be telling great stories just like
our<00:01:52.560> previous<00:01:52.880> guests<00:01:53.439> like<00:01:53.680> John<00:01:54.000> and<00:01:54.159> Mark
our previous guests like John and Mark
our previous guests like John and Mark
and<00:01:54.560> all<00:01:54.720> of<00:01:54.880> those<00:01:55.040> wonderful<00:01:55.759> wonderful
and all of those wonderful wonderful
and all of those wonderful wonderful
folks<00:01:56.560> So<00:01:57.360> uh<00:01:57.759> so<00:01:58.000> excited<00:01:58.240> for<00:01:58.399> the<00:01:58.560> show
folks So uh so excited for the show
folks So uh so excited for the show
Thank<00:01:58.960> you<00:01:59.119> for<00:01:59.280> being<00:01:59.439> here<00:01:59.680> and<00:01:59.920> thank<00:02:00.000> you
Thank you for being here and thank you
Thank you for being here and thank you
Arpine<00:02:00.880> for<00:02:01.119> joining<00:02:01.439> me<00:02:02.479> Thank<00:02:02.719> you<00:02:02.880> for
Arpine for joining me Thank you for
Arpine for joining me Thank you for
having<00:02:03.280> me<00:02:03.520> I'm<00:02:03.759> so<00:02:04.000> excited<00:02:05.119> Yes<00:02:05.840> Oh<00:02:06.159> it's
having me I'm so excited Yes Oh it's
having me I'm so excited Yes Oh it's
been<00:02:06.640> we've<00:02:07.040> been<00:02:07.600> this<00:02:07.840> is<00:02:07.920> overdue<00:02:08.560> This<00:02:08.720> is
been we've been this is overdue This is
been we've been this is overdue This is
overdue<00:02:09.759> for<00:02:10.000> sure<00:02:10.479> yet<00:02:11.120> You<00:02:11.360> you<00:02:11.599> said<00:02:11.760> it
overdue for sure yet You you said it
overdue for sure yet You you said it
right<00:02:12.160> December<00:02:12.640> feels<00:02:12.959> like<00:02:13.120> yesterday<00:02:13.599> and
right December feels like yesterday and
right December feels like yesterday and
also<00:02:14.239> feels<00:02:14.480> like<00:02:14.560> forever<00:02:14.959> ago<00:02:15.599> That<00:02:15.840> is
also feels like forever ago That is
also feels like forever ago That is
ever<00:02:18.080> forever<00:02:18.560> And<00:02:18.720> it<00:02:18.800> feels<00:02:18.959> like<00:02:19.120> it's<00:02:19.280> just
ever forever And it feels like it's just
ever forever And it feels like it's just
around<00:02:19.680> the<00:02:19.840> corner<00:02:20.080> again<00:02:21.360> Yes<00:02:21.920> I<00:02:22.160> know<00:02:22.720> I
around the corner again Yes I know I
around the corner again Yes I know I
can't<00:02:23.440> believe<00:02:23.680> it<00:02:24.160> I<00:02:24.400> We<00:02:24.640> need<00:02:24.800> to<00:02:24.959> enjoy
can't believe it I We need to enjoy
can't believe it I We need to enjoy
summer<00:02:25.599> for<00:02:25.840> a<00:02:25.920> little<00:02:26.000> bit<00:02:26.239> though<00:02:26.879> That's
summer for a little bit though That's
summer for a little bit though That's
true<00:02:28.080> That's<00:02:28.319> true<00:02:29.360> You<00:02:29.599> were<00:02:29.760> just<00:02:29.840> at<00:02:30.080> RSA
true That's true You were just at RSA
true That's true You were just at RSA
Yes<00:02:31.920> Yeah<00:02:32.640> just<00:02:33.560> how<00:02:34.560> I<00:02:34.800> know<00:02:34.959> that<00:02:35.200> this<00:02:35.959> I'm
Yes Yeah just how I know that this I'm
Yes Yeah just how I know that this I'm
I'm<00:02:37.280> going<00:02:37.440> on<00:02:37.599> a<00:02:37.760> tangent<00:02:38.080> here<00:02:38.239> folks<00:02:38.480> I'll
I'm going on a tangent here folks I'll
I'm going on a tangent here folks I'll
bring<00:02:38.720> us<00:02:38.879> back<00:02:39.040> to<00:02:39.120> center<00:02:39.519> Don't<00:02:39.680> panic<00:02:40.239> But
bring us back to center Don't panic But
bring us back to center Don't panic But
I<00:02:40.640> do<00:02:40.800> have<00:02:40.959> to<00:02:41.120> know<00:02:41.519> because<00:02:41.760> there<00:02:41.920> was<00:02:42.080> so
I do have to know because there was so
I do have to know because there was so
much<00:02:42.400> chatter<00:02:42.959> It<00:02:43.120> was<00:02:43.200> like<00:02:43.360> very<00:02:43.599> hot
much chatter It was like very hot
much chatter It was like very hot
chatter<00:02:44.000> and<00:02:44.239> now<00:02:44.319> it's<00:02:44.480> very<00:02:44.720> quiet<00:02:44.879> again
chatter and now it's very quiet again
chatter and now it's very quiet again
But<00:02:45.440> are<00:02:45.680> there
But are there
But are there
any<00:02:47.440> immediate<00:02:47.920> takeaways<00:02:48.480> that<00:02:48.640> were<00:02:48.800> like
any immediate takeaways that were like
any immediate takeaways that were like
some<00:02:49.200> aha<00:02:49.680> moments<00:02:50.000> for<00:02:50.160> you<00:02:50.319> while<00:02:50.560> you<00:02:50.640> were
some aha moments for you while you were
some aha moments for you while you were
there<00:02:50.959> Any
there Any
there Any
surprises<00:02:53.319> Um<00:02:54.319> I<00:02:54.640> wouldn't<00:02:55.040> say<00:02:55.280> there<00:02:55.519> were
surprises Um I wouldn't say there were
surprises Um I wouldn't say there were
any<00:02:56.080> surprises<00:02:56.879> What<00:02:57.040> I<00:02:57.280> what<00:02:57.599> I<00:02:57.840> think<00:02:58.080> is<00:02:58.959> it
any surprises What I what I think is it
any surprises What I what I think is it
gets<00:02:59.519> better<00:02:59.840> and<00:03:00.080> better<00:03:00.480> every<00:03:01.040> year<00:03:01.840> Um<00:03:02.519> so
gets better and better every year Um so
gets better and better every year Um so
and<00:03:03.760> by<00:03:04.000> better<00:03:04.480> I<00:03:04.720> mean<00:03:05.680> marketers<00:03:06.319> get<00:03:06.480> more
and by better I mean marketers get more
and by better I mean marketers get more
sophisticated<00:03:07.519> with<00:03:07.840> the<00:03:08.080> way<00:03:08.239> they<00:03:08.480> present
sophisticated with the way they present
sophisticated with the way they present
their<00:03:09.040> products<00:03:09.360> in<00:03:09.599> their<00:03:09.760> booth<00:03:10.400> and<00:03:10.640> the
their products in their booth and the
their products in their booth and the
conversations<00:03:11.920> with<00:03:12.239> people<00:03:12.720> get<00:03:13.040> better<00:03:13.360> and
conversations with people get better and
conversations with people get better and
better<00:03:14.159> in<00:03:14.480> terms<00:03:14.640> of<00:03:15.680> um<00:03:16.159> people<00:03:16.400> who<00:03:16.640> are
better in terms of um people who are
better in terms of um people who are
actually<00:03:17.360> interested<00:03:17.840> to<00:03:18.159> learn<00:03:18.480> about<00:03:18.879> your
actually interested to learn about your
actually interested to learn about your
products<00:03:20.080> and<00:03:20.400> come<00:03:20.560> to<00:03:20.800> the<00:03:20.959> booth<00:03:21.280> to<00:03:21.599> talk
products and come to the booth to talk
products and come to the booth to talk
about<00:03:22.080> what<00:03:22.319> you<00:03:22.480> have<00:03:22.640> to<00:03:22.879> offer<00:03:23.680> versus<00:03:24.080> a
about what you have to offer versus a
about what you have to offer versus a
few<00:03:24.480> years<00:03:24.720> ago<00:03:25.120> we<00:03:25.360> were<00:03:25.519> definitely
few years ago we were definitely
few years ago we were definitely
experiencing<00:03:26.560> people<00:03:26.800> who<00:03:27.040> were<00:03:27.200> just<00:03:27.440> there
experiencing people who were just there
experiencing people who were just there
for<00:03:27.840> the<00:03:28.120> swag<00:03:29.120> or<00:03:29.680> you<00:03:29.920> know<00:03:30.080> just<00:03:30.319> there<00:03:30.640> to
for the swag or you know just there to
for the swag or you know just there to
learn<00:03:31.440> So<00:03:31.680> it<00:03:32.000> definitely<00:03:32.720> feels<00:03:33.120> like<00:03:33.519> buyer
learn So it definitely feels like buyer
learn So it definitely feels like buyer
intent<00:03:34.560> is<00:03:34.879> serious<00:03:35.360> in<00:03:35.599> cyber<00:03:36.120> security<00:03:37.120> and
intent is serious in cyber security and
intent is serious in cyber security and
and<00:03:37.760> it's<00:03:38.000> more<00:03:38.239> fun<00:03:38.640> because<00:03:38.959> you<00:03:39.280> have<00:03:39.440> to<00:03:39.599> be
and it's more fun because you have to be
and it's more fun because you have to be
more<00:03:39.840> and<00:03:40.080> more<00:03:40.319> creative<00:03:40.720> to<00:03:41.040> stand<00:03:41.280> out<00:03:41.920> And
more and more creative to stand out And
more and more creative to stand out And
um<00:03:42.640> I<00:03:42.799> I<00:03:43.200> did<00:03:43.440> spend<00:03:43.680> the<00:03:43.920> whole<00:03:44.080> time<00:03:44.400> pretty
um I I did spend the whole time pretty
um I I did spend the whole time pretty
much<00:03:44.799> in<00:03:44.959> the<00:03:45.120> booth<00:03:45.519> I<00:03:45.760> haven't<00:03:46.080> had<00:03:46.319> a<00:03:46.480> a
much in the booth I haven't had a a
much in the booth I haven't had a a
chance<00:03:46.959> to<00:03:47.200> walk<00:03:47.440> around<00:03:47.840> a<00:03:48.080> whole<00:03:48.319> lot
chance to walk around a whole lot
chance to walk around a whole lot
because<00:03:49.200> it<00:03:49.440> was<00:03:49.519> so<00:03:49.760> busy<00:03:50.080> which<00:03:50.319> is<00:03:50.400> a<00:03:50.560> good
because it was so busy which is a good
because it was so busy which is a good
thing<00:03:50.959> We<00:03:51.200> go<00:03:51.360> there<00:03:51.599> it's<00:03:51.840> been<00:03:52.000> busy<00:03:52.400> and<00:03:52.560> and
thing We go there it's been busy and and
thing We go there it's been busy and and
that's<00:03:53.360> and<00:03:53.599> that<00:03:53.840> we<00:03:54.080> were<00:03:55.440> That's<00:03:55.920> awesome
that's and that we were That's awesome
that's and that we were That's awesome
It<00:03:56.879> sounds<00:03:57.120> like<00:03:57.280> there's<00:03:57.519> a<00:03:57.760> shift<00:03:58.000> a<00:03:58.239> little
It sounds like there's a shift a little
It sounds like there's a shift a little
bit<00:03:58.640> in<00:03:59.080> the<00:04:00.080> buyer<00:04:00.560> universe<00:04:01.040> then<00:04:01.360> in<00:04:01.599> terms
bit in the buyer universe then in terms
bit in the buyer universe then in terms
of<00:04:02.640> I<00:04:02.799> feel<00:04:02.879> like<00:04:03.040> there's<00:04:03.200> a<00:04:03.360> bit<00:04:03.439> of<00:04:03.599> a<00:04:04.080> a
of I feel like there's a bit of a a
of I feel like there's a bit of a a
drought<00:04:05.280> or<00:04:05.519> a<00:04:05.840> cold<00:04:06.159> spell<00:04:06.959> depending<00:04:07.280> on
drought or a cold spell depending on
drought or a cold spell depending on
which<00:04:07.840> weather<00:04:08.080> you<00:04:08.360> prefer<00:04:09.360> Uh<00:04:09.920> in<00:04:10.159> regards
which weather you prefer Uh in regards
which weather you prefer Uh in regards
to<00:04:10.720> buyers<00:04:11.200> not<00:04:11.439> wanting<00:04:11.680> to<00:04:11.920> engage<00:04:12.720> at<00:04:13.080> all
to buyers not wanting to engage at all
to buyers not wanting to engage at all
and<00:04:14.319> now<00:04:14.560> it<00:04:14.799> seems<00:04:15.120> like<00:04:15.439> maybe<00:04:15.680> they're
and now it seems like maybe they're
and now it seems like maybe they're
popping<00:04:16.239> their<00:04:16.479> heads<00:04:16.720> back<00:04:16.880> in<00:04:17.120> to<00:04:17.560> see
popping their heads back in to see
popping their heads back in to see
what's<00:04:18.880> going<00:04:19.040> on<00:04:19.359> Have<00:04:19.600> we<00:04:20.160> built<00:04:20.560> trust<00:04:20.880> back
what's going on Have we built trust back
what's going on Have we built trust back
with<00:04:21.280> our<00:04:21.519> buyers<00:04:22.479> It<00:04:22.720> feels<00:04:22.960> like<00:04:24.000> yeah<00:04:24.320> I
with our buyers It feels like yeah I
with our buyers It feels like yeah I
think<00:04:24.720> it's<00:04:25.040> it's<00:04:25.199> it's<00:04:26.000> trust<00:04:26.639> I<00:04:26.880> think<00:04:26.960> it's
think it's it's it's trust I think it's
think it's it's it's trust I think it's
also<00:04:27.759> the<00:04:28.639> um<00:04:28.880> when<00:04:29.199> you<00:04:29.520> are<00:04:30.160> creative<00:04:30.639> and
also the um when you are creative and
also the um when you are creative and
personable<00:04:32.000> people<00:04:32.400> want<00:04:32.560> to<00:04:32.720> talk<00:04:32.880> to<00:04:33.040> you<00:04:33.759> uh
personable people want to talk to you uh
personable people want to talk to you uh
people<00:04:34.240> want<00:04:34.400> to<00:04:34.560> talk<00:04:34.720> to<00:04:34.880> people<00:04:35.520> not<00:04:35.840> to
people want to talk to people not to
people want to talk to people not to
websites<00:04:36.800> or<00:04:37.400> businesses<00:04:38.400> and<00:04:38.880> I<00:04:39.199> think<00:04:40.080> um
websites or businesses and I think um
websites or businesses and I think um
many<00:04:41.000> times<00:04:42.000> the<00:04:42.240> booths<00:04:42.639> that<00:04:42.800> you<00:04:43.040> see<00:04:43.759> uh<00:04:43.919> or
many times the booths that you see uh or
many times the booths that you see uh or
just<00:04:44.479> even<00:04:44.639> the<00:04:44.880> sellers<00:04:45.280> they're<00:04:45.520> ready<00:04:45.759> to
just even the sellers they're ready to
just even the sellers they're ready to
have<00:04:46.160> their<00:04:46.400> pitch<00:04:46.800> they<00:04:47.120> don't<00:04:47.280> really<00:04:47.600> care
have their pitch they don't really care
have their pitch they don't really care
about<00:04:48.320> what<00:04:48.560> the<00:04:48.880> person's<00:04:49.320> doing<00:04:50.320> and<00:04:50.560> now<00:04:51.520> uh
about what the person's doing and now uh
about what the person's doing and now uh
marketers<00:04:52.479> and<00:04:52.560> and<00:04:52.880> salespeople<00:04:53.440> too<00:04:53.600> in<00:04:53.759> the
marketers and and salespeople too in the
marketers and and salespeople too in the
boost<00:04:54.160> are<00:04:54.400> getting<00:04:54.560> a<00:04:54.800> little<00:04:54.880> bit<00:04:55.120> more
boost are getting a little bit more
boost are getting a little bit more
approachable<00:04:56.560> in<00:04:56.880> asking<00:04:57.360> what<00:04:57.520> do<00:04:57.680> they<00:04:57.840> do
approachable in asking what do they do
approachable in asking what do they do
what<00:04:58.320> are<00:04:58.479> their<00:04:58.720> pain<00:04:58.960> points<00:04:59.360> and<00:04:59.520> and
what are their pain points and and
what are their pain points and and
talking<00:05:00.240> to<00:05:00.400> them<00:05:00.560> about<00:05:00.880> something<00:05:01.120> that<00:05:01.440> can
talking to them about something that can
talking to them about something that can
actually<00:05:02.000> help<00:05:02.240> them<00:05:02.560> rather<00:05:02.880> than<00:05:03.520> getting
actually help them rather than getting
actually help them rather than getting
ready<00:05:04.080> to<00:05:04.320> get<00:05:04.479> their<00:05:04.720> message<00:05:05.040> out<00:05:05.360> and<00:05:05.680> then
ready to get their message out and then
ready to get their message out and then
wait<00:05:07.120> Um<00:05:07.440> so<00:05:07.680> I<00:05:07.919> think<00:05:08.000> it's<00:05:08.240> that<00:05:08.560> I<00:05:08.720> think<00:05:08.880> the
wait Um so I think it's that I think the
wait Um so I think it's that I think the
conversation<00:05:09.520> is<00:05:09.759> just<00:05:09.919> more<00:05:10.160> fun<00:05:10.400> and
conversation is just more fun and
conversation is just more fun and
personable<00:05:11.919> as<00:05:12.160> well
personable as well
personable as well
That's<00:05:14.680> amazing
That's amazing
That's amazing
I<00:05:17.360> I'm<00:05:17.600> trying<00:05:17.840> to<00:05:18.000> turn<00:05:18.160> off<00:05:18.919> my<00:05:19.919> buzzing<00:05:21.120> Um
I I'm trying to turn off my buzzing Um
I I'm trying to turn off my buzzing Um
it<00:05:24.160> looks<00:05:24.320> like<00:05:24.479> you<00:05:24.720> haven't<00:05:24.960> set<00:05:25.120> up<00:05:25.280> any
it looks like you haven't set up any
it looks like you haven't set up any
HomeKit<00:05:26.080> access
Technical<00:05:33.840> difficulty<00:05:34.479> Siri<00:05:34.960> thinks<00:05:35.199> I'm
Technical difficulty Siri thinks I'm
Technical difficulty Siri thinks I'm
trying<00:05:36.720> Helpful<00:05:37.120> not<00:05:37.360> helpful<00:05:37.759> dairy<00:05:39.000> Um
trying Helpful not helpful dairy Um
trying Helpful not helpful dairy Um
I<00:05:41.840> I<00:05:42.240> do<00:05:42.560> think<00:05:42.720> that's<00:05:42.960> what<00:05:43.120> buyers<00:05:43.520> have
I I do think that's what buyers have
I I do think that's what buyers have
been<00:05:43.919> screaming<00:05:44.320> at<00:05:44.479> us<00:05:44.720> for<00:05:45.039> for<00:05:45.280> the<00:05:45.440> last
been screaming at us for for the last
been screaming at us for for the last
few<00:05:45.919> years<00:05:46.479> of<00:05:46.880> like<00:05:47.440> that<00:05:47.759> human<00:05:48.240> connection
few years of like that human connection
few years of like that human connection
and<00:05:50.080> wanting<00:05:50.479> to<00:05:50.639> be<00:05:50.880> seen<00:05:51.280> and<00:05:51.520> heard<00:05:52.000> for
and wanting to be seen and heard for
and wanting to be seen and heard for
what<00:05:52.639> they<00:05:52.880> need<00:05:53.120> and<00:05:53.440> not<00:05:53.600> just<00:05:53.919> pumped
what they need and not just pumped
what they need and not just pumped
through<00:05:54.560> some<00:05:54.800> sort<00:05:54.960> of<00:05:55.120> sales<00:05:55.440> process<00:05:55.840> like
through some sort of sales process like
through some sort of sales process like
everybody<00:05:57.440> else<00:05:58.000> So<00:05:58.639> it<00:05:58.960> sounds<00:05:59.199> like<00:06:00.000> we
everybody else So it sounds like we
everybody else So it sounds like we
finally<00:06:00.720> broke<00:06:01.039> through<00:06:01.280> and<00:06:01.440> saying<00:06:01.680> we<00:06:01.919> hear
finally broke through and saying we hear
finally broke through and saying we hear
you<00:06:02.160> and<00:06:02.400> we're<00:06:02.639> doing<00:06:02.720> the<00:06:02.960> thing<00:06:03.120> and<00:06:03.360> now
you and we're doing the thing and now
you and we're doing the thing and now
they're<00:06:03.759> actually<00:06:04.080> showing<00:06:04.319> up<00:06:04.479> to<00:06:04.639> to<00:06:05.039> want
they're actually showing up to to want
they're actually showing up to to want
to<00:06:05.360> engage<00:06:05.600> and<00:06:06.120> that's<00:06:07.120> amazing<00:06:07.919> I<00:06:08.160> think<00:06:08.960> the
to engage and that's amazing I think the
to engage and that's amazing I think the
the<00:06:09.440> people<00:06:09.680> element<00:06:10.160> too<00:06:10.960> sounds<00:06:11.199> like<00:06:11.360> the
the people element too sounds like the
the people element too sounds like the
sales<00:06:11.840> team<00:06:12.400> how<00:06:12.639> are<00:06:12.800> you<00:06:13.039> working<00:06:13.280> with<00:06:13.840> the
sales team how are you working with the
sales team how are you working with the
sales<00:06:14.479> team<00:06:15.039> in<00:06:15.360> terms<00:06:15.680> of<00:06:16.639> that<00:06:17.039> Like<00:06:18.000> it
sales team in terms of that Like it
sales team in terms of that Like it
sounds<00:06:18.400> like<00:06:18.560> you're<00:06:18.720> all<00:06:18.880> working<00:06:19.120> together
sounds like you're all working together
sounds like you're all working together
to<00:06:19.680> move<00:06:20.160> towards<00:06:20.479> that<00:06:20.800> direction
to move towards that direction
to move towards that direction
holistically
holistically
holistically
uh<00:06:23.520> in<00:06:23.759> both<00:06:24.000> you<00:06:24.400> in<00:06:24.720> terms<00:06:24.960> of<00:06:25.120> you<00:06:25.280> both
uh in both you in terms of you both
uh in both you in terms of you both
being<00:06:25.759> in<00:06:25.919> the<00:06:26.080> booth<00:06:26.400> and<00:06:26.720> both<00:06:26.960> of<00:06:27.120> you
being in the booth and both of you
being in the booth and both of you
having<00:06:27.520> that<00:06:27.840> experience<00:06:28.479> with<00:06:28.800> your<00:06:28.960> buyers
having that experience with your buyers
having that experience with your buyers
was<00:06:30.560> that<00:06:30.800> a<00:06:30.960> collective<00:06:31.720> effort<00:06:32.960> Yeah<00:06:33.360> it<00:06:33.600> is
was that a collective effort Yeah it is
was that a collective effort Yeah it is
absolutely<00:06:34.160> a<00:06:34.400> team<00:06:34.560> effort<00:06:34.880> and<00:06:35.120> I<00:06:35.280> would<00:06:35.440> say
absolutely a team effort and I would say
absolutely a team effort and I would say
we're<00:06:35.840> very<00:06:36.160> lucky<00:06:36.400> at<00:06:36.639> thread<00:06:37.039> connect
we're very lucky at thread connect
we're very lucky at thread connect
compared<00:06:37.759> to<00:06:38.000> some<00:06:38.240> other<00:06:38.560> companies<00:06:38.880> that
compared to some other companies that
compared to some other companies that
I've<00:06:39.360> worked<00:06:39.600> at<00:06:40.319> with<00:06:40.639> we<00:06:40.880> have<00:06:40.960> a<00:06:41.199> great
I've worked at with we have a great
I've worked at with we have a great
relationship<00:06:41.919> with<00:06:42.160> our<00:06:42.479> sales<00:06:42.800> team<00:06:43.440> and
relationship with our sales team and
relationship with our sales team and
just<00:06:44.000> like<00:06:44.160> we<00:06:44.479> were<00:06:44.639> just<00:06:44.880> talking<00:06:45.199> about
just like we were just talking about
just like we were just talking about
relationship<00:06:46.080> between<00:06:46.400> buyers<00:06:46.960> and
relationship between buyers and
relationship between buyers and
marketers<00:06:48.000> and<00:06:48.319> salespeople<00:06:49.280> has<00:06:49.520> to<00:06:49.759> be
marketers and salespeople has to be
marketers and salespeople has to be
people<00:06:50.720> first<00:06:51.600> product<00:06:52.080> second<00:06:52.800> It's<00:06:53.039> same
people first product second It's same
people first product second It's same
between<00:06:53.759> sales<00:06:54.000> and<00:06:54.240> marketing<00:06:54.960> getting<00:06:55.199> to
between sales and marketing getting to
between sales and marketing getting to
know<00:06:55.520> each<00:06:55.759> other<00:06:55.919> as<00:06:56.160> as<00:06:56.639> people<00:06:57.440> building
know each other as as people building
know each other as as people building
that<00:06:58.400> personal<00:06:59.000> relationship<00:07:00.000> makes<00:07:00.240> it
that personal relationship makes it
that personal relationship makes it
easier<00:07:00.880> to<00:07:01.199> work<00:07:01.360> together<00:07:01.840> and<00:07:02.160> understand
easier to work together and understand
easier to work together and understand
that<00:07:02.880> we're<00:07:03.039> on<00:07:03.280> the<00:07:03.440> same<00:07:03.599> team<00:07:04.479> Um<00:07:04.800> we
that we're on the same team Um we
that we're on the same team Um we
actually<00:07:05.440> have<00:07:06.080> shared<00:07:06.479> goals<00:07:06.720> with<00:07:06.960> the
actually have shared goals with the
actually have shared goals with the
sales<00:07:07.440> team<00:07:08.240> Um<00:07:08.880> and<00:07:09.280> that<00:07:09.840> helps<00:07:10.479> bring<00:07:10.800> us
sales team Um and that helps bring us
sales team Um and that helps bring us
closer<00:07:11.360> to<00:07:11.680> and<00:07:11.840> and<00:07:12.479> work<00:07:12.800> on<00:07:13.360> the<00:07:13.680> same<00:07:14.560> um<00:07:14.800> be
closer to and and work on the same um be
closer to and and work on the same um be
on<00:07:15.199> the<00:07:15.360> same<00:07:15.520> page<00:07:16.479> We<00:07:16.800> don't<00:07:17.120> have<00:07:17.520> like<00:07:17.759> in
on the same page We don't have like in
on the same page We don't have like in
some<00:07:18.400> companies<00:07:18.800> you<00:07:19.039> could<00:07:19.120> see<00:07:19.360> oh
some companies you could see oh
some companies you could see oh
marketing<00:07:20.080> only<00:07:20.400> is<00:07:20.720> responsible<00:07:21.199> for<00:07:21.440> leads
marketing only is responsible for leads
marketing only is responsible for leads
and<00:07:21.919> then<00:07:22.160> sales<00:07:22.400> is<00:07:22.639> responsible<00:07:23.039> for
and then sales is responsible for
and then sales is responsible for
pipeline<00:07:24.080> We're<00:07:24.319> actually<00:07:24.639> all<00:07:24.960> responsible
pipeline We're actually all responsible
pipeline We're actually all responsible
for<00:07:25.599> pipeline<00:07:26.160> equally<00:07:27.039> Uh<00:07:27.280> and<00:07:27.520> we're
for pipeline equally Uh and we're
for pipeline equally Uh and we're
measured<00:07:28.319> by<00:07:28.800> pipeline<00:07:29.280> and<00:07:29.520> closed<00:07:29.840> deals<00:07:30.400> Uh
measured by pipeline and closed deals Uh
measured by pipeline and closed deals Uh
and<00:07:31.039> this<00:07:31.280> is<00:07:31.440> our<00:07:31.759> joint<00:07:32.080> success<00:07:32.639> which
and this is our joint success which
and this is our joint success which
helps<00:07:33.440> bring<00:07:33.680> us<00:07:34.160> as<00:07:34.479> people<00:07:34.880> and<00:07:35.120> as
helps bring us as people and as
helps bring us as people and as
teammates<00:07:35.919> closer<00:07:36.440> together<00:07:37.440> Um<00:07:38.240> so<00:07:38.479> yeah
teammates closer together Um so yeah
teammates closer together Um so yeah
we're<00:07:39.039> absolutely<00:07:40.000> collaborative<00:07:40.720> in<00:07:41.199> all<00:07:41.440> of
we're absolutely collaborative in all of
we're absolutely collaborative in all of
the<00:07:41.840> go<00:07:42.080> to<00:07:42.240> market<00:07:42.560> strategies<00:07:43.120> that<00:07:43.360> we<00:07:43.680> have
the go to market strategies that we have
the go to market strategies that we have
and<00:07:44.319> metrics<00:07:44.800> as<00:07:45.039> well
and metrics as well
and metrics as well
in<00:07:48.080> terms<00:07:48.240> of<00:07:48.400> aligning<00:07:48.800> on<00:07:49.039> metrics<00:07:49.680> And<00:07:49.919> I
in terms of aligning on metrics And I
in terms of aligning on metrics And I
feel<00:07:50.319> like<00:07:50.560> a<00:07:50.880> lot<00:07:50.960> of<00:07:51.120> the<00:07:51.440> times<00:07:51.919> the
feel like a lot of the times the
feel like a lot of the times the
fingerpointing<00:07:53.680> sort<00:07:53.919> of<00:07:54.080> happens<00:07:54.319> between
fingerpointing sort of happens between
fingerpointing sort of happens between
marketing<00:07:54.960> and<00:07:55.199> sales<00:07:55.599> because<00:07:55.919> it's<00:07:56.240> like
marketing and sales because it's like
marketing and sales because it's like
who<00:07:56.800> did<00:07:57.039> what<00:07:57.199> and<00:07:57.440> who<00:07:57.680> owns<00:07:58.080> what<00:07:58.400> So<00:07:58.639> it's
who did what and who owns what So it's
who did what and who owns what So it's
great<00:07:58.960> that<00:07:59.120> you're<00:07:59.360> all<00:07:59.919> like<00:08:00.160> okay<00:08:00.400> we're
great that you're all like okay we're
great that you're all like okay we're
all<00:08:00.800> responsible<00:08:01.280> for<00:08:01.520> revenue<00:08:01.919> but<00:08:02.160> what
all responsible for revenue but what
all responsible for revenue but what
does<00:08:02.560> that<00:08:02.919> mean<00:08:03.919> in<00:08:04.240> terms<00:08:04.680> of<00:08:05.680> what
does that mean in terms of what
does that mean in terms of what
marketing<00:08:06.919> contributes<00:08:07.919> and<00:08:08.319> is<00:08:08.800> being<00:08:09.120> held
marketing contributes and is being held
marketing contributes and is being held
accountable<00:08:09.759> to<00:08:10.080> versus<00:08:10.560> sales<00:08:11.280> Or<00:08:11.599> is<00:08:11.759> it
accountable to versus sales Or is it
accountable to versus sales Or is it
just<00:08:12.879> at<00:08:13.120> the<00:08:13.280> end<00:08:13.360> of<00:08:13.440> the<00:08:13.639> day<00:08:14.639> however<00:08:15.120> the
just at the end of the day however the
just at the end of the day however the
however<00:08:15.599> the<00:08:15.759> revenue<00:08:16.160> got<00:08:16.319> there<00:08:17.280> teamwork
however the revenue got there teamwork
however the revenue got there teamwork
makes<00:08:17.919> the<00:08:18.080> dream<00:08:18.240> work<00:08:18.639> We're<00:08:18.879> all<00:08:18.960> in<00:08:19.120> this
makes the dream work We're all in this
makes the dream work We're all in this
together<00:08:19.599> sort<00:08:19.840> of<00:08:19.919> thing<00:08:20.080> Is<00:08:20.240> it<00:08:20.560> is<00:08:20.800> it<00:08:20.960> one
together sort of thing Is it is it one
together sort of thing Is it is it one
or<00:08:21.199> the<00:08:21.280> other<00:08:21.440> A<00:08:21.520> bit<00:08:21.759> of<00:08:21.919> both<00:08:22.720> How<00:08:22.960> are<00:08:23.120> you
or the other A bit of both How are you
or the other A bit of both How are you
sort<00:08:23.520> of<00:08:24.400> taking<00:08:25.000> accountability<00:08:26.000> for<00:08:26.639> as
sort of taking accountability for as
sort of taking accountability for as
each<00:08:27.199> service<00:08:27.520> line<00:08:27.759> to<00:08:28.000> contribute<00:08:29.199> Yeah<00:08:29.440> I
each service line to contribute Yeah I
each service line to contribute Yeah I
think<00:08:29.840> it's<00:08:30.080> it's<00:08:30.479> more<00:08:30.720> of<00:08:30.879> the<00:08:31.120> latter<00:08:31.840> Um
think it's it's more of the latter Um
think it's it's more of the latter Um
we're<00:08:32.560> trying<00:08:32.800> to<00:08:33.039> shy<00:08:33.360> away<00:08:33.760> from<00:08:34.399> what<00:08:34.640> some
we're trying to shy away from what some
we're trying to shy away from what some
people<00:08:35.120> would<00:08:35.360> call<00:08:35.760> credit<00:08:36.159> culture<00:08:36.880> So<00:08:37.120> like
people would call credit culture So like
people would call credit culture So like
who<00:08:38.000> who<00:08:38.399> owns<00:08:38.719> this<00:08:38.959> lead<00:08:39.120> or<00:08:39.440> who<00:08:39.680> generated
who who owns this lead or who generated
who who owns this lead or who generated
this<00:08:40.399> lead<00:08:40.800> Oh<00:08:41.039> it's<00:08:41.200> marketing<00:08:41.680> No<00:08:41.919> it's
this lead Oh it's marketing No it's
this lead Oh it's marketing No it's
sales<00:08:42.959> In<00:08:43.200> reality<00:08:43.919> in<00:08:44.159> a<00:08:44.399> complex<00:08:45.040> B2B<00:08:45.680> sale
sales In reality in a complex B2B sale
sales In reality in a complex B2B sale
there<00:08:46.640> are<00:08:47.360> multiple<00:08:47.959> touches<00:08:48.959> And<00:08:49.200> there<00:08:49.440> is
there are multiple touches And there is
there are multiple touches And there is
no<00:08:50.000> sale<00:08:50.560> that<00:08:50.959> happens<00:08:51.360> without<00:08:51.680> a
no sale that happens without a
no sale that happens without a
salesperson's<00:08:52.560> involvement<00:08:53.360> obviously<00:08:54.240> at
salesperson's involvement obviously at
salesperson's involvement obviously at
this<00:08:54.720> point<00:08:54.959> anyway<00:08:55.920> uh<00:08:56.080> before<00:08:56.320> AI<00:08:56.720> takes
this point anyway uh before AI takes
this point anyway uh before AI takes
over<00:08:57.279> but<00:08:57.600> right<00:08:57.839> now<00:08:58.320> and<00:08:58.560> there<00:08:58.720> is<00:08:58.880> also
over but right now and there is also
over but right now and there is also
really<00:08:59.680> no<00:09:00.080> sales<00:09:00.640> that<00:09:00.959> happens<00:09:01.360> without
really no sales that happens without
really no sales that happens without
marketing<00:09:02.160> involvement<00:09:02.800> even<00:09:03.040> if<00:09:03.279> marketing
marketing involvement even if marketing
marketing involvement even if marketing
didn't<00:09:04.000> generate<00:09:04.399> the<00:09:04.560> lead<00:09:04.959> there's<00:09:05.200> still<00:09:05.360> a
didn't generate the lead there's still a
didn't generate the lead there's still a
person<00:09:05.760> that<00:09:06.080> came<00:09:06.240> to<00:09:06.399> the<00:09:06.640> website<00:09:07.360> or<00:09:07.680> maybe
person that came to the website or maybe
person that came to the website or maybe
they<00:09:08.160> read<00:09:08.480> some<00:09:08.720> document<00:09:09.200> that<00:09:09.440> the
they read some document that the
they read some document that the
salesperson<00:09:10.399> sent<00:09:10.640> them<00:09:11.279> Um<00:09:11.839> so<00:09:12.240> all<00:09:12.480> of<00:09:12.640> those
salesperson sent them Um so all of those
salesperson sent them Um so all of those
efforts<00:09:13.360> really<00:09:13.920> make<00:09:14.160> a<00:09:14.399> sale<00:09:14.800> happen<00:09:15.120> and
efforts really make a sale happen and
efforts really make a sale happen and
there<00:09:15.600> are<00:09:15.760> always<00:09:16.080> multiple<00:09:16.480> touches
there are always multiple touches
there are always multiple touches
multiple<00:09:17.440> interactions<00:09:18.800> Um<00:09:19.279> so<00:09:19.519> we<00:09:19.760> do<00:09:20.000> look
multiple interactions Um so we do look
multiple interactions Um so we do look
at<00:09:20.320> it<00:09:20.800> We<00:09:21.120> look<00:09:21.279> at<00:09:21.920> uh<00:09:22.320> what<00:09:23.120> impacted<00:09:23.839> the
at it We look at uh what impacted the
at it We look at uh what impacted the
sale<00:09:24.560> or<00:09:24.880> the<00:09:25.040> the<00:09:25.959> opportunity<00:09:26.959> what<00:09:27.200> the
sale or the the opportunity what the
sale or the the opportunity what the
touches<00:09:28.000> were<00:09:28.480> if<00:09:28.720> we<00:09:28.959> can<00:09:29.120> track<00:09:29.360> it<00:09:29.600> what<00:09:29.839> the
touches were if we can track it what the
touches were if we can track it what the
interactions<00:09:30.720> were<00:09:31.279> but<00:09:31.519> we<00:09:31.680> don't
interactions were but we don't
interactions were but we don't
necessarily<00:09:32.800> say<00:09:33.279> "Oh<00:09:33.839> this<00:09:34.080> is<00:09:34.240> who<00:09:34.480> gets
necessarily say "Oh this is who gets
necessarily say "Oh this is who gets
credit<00:09:35.120> for<00:09:35.360> this<00:09:35.680> deal."<00:09:36.560> Um<00:09:36.959> and<00:09:37.200> I<00:09:37.360> I<00:09:37.680> would
credit for this deal." Um and I I would
credit for this deal." Um and I I would
say<00:09:38.000> to<00:09:38.240> the<00:09:38.640> previous<00:09:39.040> question<00:09:39.360> you<00:09:39.600> had
say to the previous question you had
say to the previous question you had
that<00:09:40.160> also<00:09:40.480> helps<00:09:40.800> the<00:09:41.040> team<00:09:41.279> work<00:09:41.920> closer
that also helps the team work closer
that also helps the team work closer
because<00:09:42.959> we<00:09:43.279> all<00:09:43.440> want<00:09:43.600> the<00:09:43.839> deal<00:09:44.000> to<00:09:44.240> happen
because we all want the deal to happen
because we all want the deal to happen
We<00:09:45.200> don't<00:09:45.560> care<00:09:46.560> who<00:09:47.040> gets<00:09:47.360> credit<00:09:47.680> for<00:09:47.839> the
We don't care who gets credit for the
We don't care who gets credit for the
deal<00:09:48.399> because<00:09:48.800> you<00:09:48.959> know<00:09:49.040> we<00:09:49.279> both<00:09:49.519> benefit
deal because you know we both benefit
deal because you know we both benefit
from<00:09:50.160> it<00:09:50.320> and<00:09:50.560> we<00:09:50.800> both<00:09:51.600> suffer<00:09:52.000> if<00:09:52.160> the<00:09:52.399> deal
from it and we both suffer if the deal
from it and we both suffer if the deal
doesn't<00:09:52.959> happen<00:09:53.360> So<00:09:53.519> on<00:09:53.760> our<00:09:53.920> end<00:09:54.160> we<00:09:54.399> want<00:09:54.480> to
doesn't happen So on our end we want to
doesn't happen So on our end we want to
make<00:09:54.880> sure<00:09:55.519> that<00:09:56.080> the<00:09:56.320> the<00:09:56.880> opportunities
make sure that the the opportunities
make sure that the the opportunities
that<00:09:57.760> we<00:09:58.000> generate<00:09:58.560> are<00:09:58.880> good<00:09:59.120> quality<00:10:00.080> that
that we generate are good quality that
that we generate are good quality that
the<00:10:00.720> conversations<00:10:01.519> we<00:10:02.320> present<00:10:02.640> to<00:10:02.800> the
the conversations we present to the
the conversations we present to the
sales<00:10:03.360> team<00:10:03.760> are<00:10:04.080> meaningful<00:10:05.040> and<00:10:05.279> they<00:10:05.600> also
sales team are meaningful and they also
sales team are meaningful and they also
want<00:10:06.160> to<00:10:06.320> make<00:10:06.399> sure<00:10:06.560> that<00:10:06.800> they<00:10:07.040> move<00:10:07.200> them
want to make sure that they move them
want to make sure that they move them
forward<00:10:07.839> and<00:10:08.080> they<00:10:08.399> spend<00:10:08.640> their<00:10:08.959> time<00:10:09.200> most
forward and they spend their time most
forward and they spend their time most
efficiently<00:10:11.040> um<00:10:11.279> to<00:10:11.920> qualify<00:10:12.480> them<00:10:12.720> to<00:10:12.959> get
efficiently um to qualify them to get
efficiently um to qualify them to get
additional<00:10:13.600> information<00:10:14.079> and<00:10:14.320> then<00:10:14.480> to<00:10:14.720> work
additional information and then to work
additional information and then to work
with<00:10:15.040> us<00:10:15.279> to<00:10:16.160> um<00:10:16.399> help<00:10:17.440> uh<00:10:17.680> drive<00:10:18.079> what<00:10:18.320> what
with us to um help uh drive what what
with us to um help uh drive what what
else<00:10:18.880> they<00:10:19.120> might<00:10:19.279> need<00:10:19.519> in<00:10:19.760> terms<00:10:19.920> of
else they might need in terms of
else they might need in terms of
messaging<00:10:20.560> in<00:10:20.720> terms<00:10:20.880> of<00:10:21.040> collateral<00:10:21.760> so<00:10:22.000> so
messaging in terms of collateral so so
messaging in terms of collateral so so
the<00:10:22.480> deal<00:10:22.959> help<00:10:23.279> the<00:10:23.519> deal<00:10:23.760> actually<00:10:24.079> closes
the deal help the deal actually closes
the deal help the deal actually closes
but<00:10:24.880> I<00:10:25.120> guess<00:10:25.200> the<00:10:25.519> other<00:10:25.760> thing<00:10:26.000> the<00:10:26.320> ultimate
but I guess the other thing the ultimate
but I guess the other thing the ultimate
goal<00:10:26.959> here<00:10:27.279> is<00:10:28.000> to<00:10:28.320> help<00:10:28.640> the<00:10:29.120> customer<00:10:29.680> right
goal here is to help the customer right
goal here is to help the customer right
to<00:10:30.079> help<00:10:30.240> the<00:10:30.480> buyer<00:10:31.279> so<00:10:31.600> we<00:10:31.920> want<00:10:32.000> to<00:10:32.240> educate
to help the buyer so we want to educate
to help the buyer so we want to educate
them<00:10:33.040> we<00:10:33.279> don't<00:10:33.360> want<00:10:33.519> to<00:10:33.680> just<00:10:33.920> sell<00:10:34.959> um<00:10:35.440> and
them we don't want to just sell um and
them we don't want to just sell um and
there<00:10:36.000> are<00:10:36.320> people<00:10:36.640> for<00:10:37.040> whom<00:10:37.519> or<00:10:37.920> companies
there are people for whom or companies
there are people for whom or companies
for<00:10:38.640> which<00:10:38.880> our<00:10:39.200> products<00:10:39.600> aren't<00:10:39.920> a<00:10:40.160> fit<00:10:40.720> for
for which our products aren't a fit for
for which our products aren't a fit for
various<00:10:41.600> reasons<00:10:42.079> right<00:10:42.240> so<00:10:42.560> we<00:10:42.720> want<00:10:42.880> to<00:10:42.959> make
various reasons right so we want to make
various reasons right so we want to make
sure<00:10:43.360> We<00:10:44.160> identify<00:10:44.560> those<00:10:44.880> right<00:10:45.200> people<00:10:45.600> the
sure We identify those right people the
sure We identify those right people the
ICP<00:10:46.640> of<00:10:47.040> people<00:10:47.360> that<00:10:47.839> we<00:10:48.079> are<00:10:48.640> most<00:10:48.880> likely<00:10:49.279> to
ICP of people that we are most likely to
ICP of people that we are most likely to
be<00:10:49.600> able<00:10:49.760> to<00:10:49.920> help<00:10:50.399> and<00:10:50.720> then<00:10:51.440> provide<00:10:51.839> them
be able to help and then provide them
be able to help and then provide them
enough<00:10:52.399> information<00:10:52.959> to<00:10:53.839> uh<00:10:54.079> be<00:10:54.320> helpful<00:10:54.800> and
enough information to uh be helpful and
enough information to uh be helpful and
so<00:10:55.200> that<00:10:55.440> they<00:10:55.760> ultimately<00:10:56.160> move<00:10:56.480> to<00:10:56.880> purchase
so that they ultimately move to purchase
so that they ultimately move to purchase
and<00:10:57.519> it's<00:10:57.680> a<00:10:57.760> win-win
and it's a win-win
and it's a win-win
Yes<00:11:01.200> it's<00:11:01.519> so<00:11:02.079> it's<00:11:02.320> so<00:11:02.560> nice<00:11:02.720> when<00:11:02.880> you<00:11:03.040> put
Yes it's so it's so nice when you put
Yes it's so it's so nice when you put
your<00:11:03.360> customer<00:11:03.680> really<00:11:03.839> at<00:11:04.000> the<00:11:04.160> center<00:11:04.320> of
your customer really at the center of
your customer really at the center of
everything<00:11:04.800> you<00:11:04.959> do<00:11:05.279> makes<00:11:05.519> it<00:11:05.760> so<00:11:06.160> much
everything you do makes it so much
everything you do makes it so much
easier<00:11:06.880> to<00:11:07.200> like<00:11:07.440> align<00:11:07.839> and<00:11:08.079> come<00:11:08.240> together
easier to like align and come together
easier to like align and come together
when<00:11:09.040> it<00:11:09.200> comes<00:11:09.560> to<00:11:10.560> defining
when it comes to defining
when it comes to defining
goals<00:11:13.040> as<00:11:13.760> a<00:11:14.279> company<00:11:15.279> and<00:11:16.000> then<00:11:16.519> having<00:11:17.519> to
goals as a company and then having to
goals as a company and then having to
ladder<00:11:18.160> up<00:11:18.320> to<00:11:18.560> those<00:11:18.959> as<00:11:19.360> marketing<00:11:19.680> and
ladder up to those as marketing and
ladder up to those as marketing and
sales
sales
sales
How<00:11:22.959> are<00:11:23.120> you<00:11:23.360> working<00:11:23.600> together<00:11:24.079> to<00:11:24.399> say<00:11:25.200> I
How are you working together to say I
How are you working together to say I
this<00:11:25.680> is<00:11:25.760> such<00:11:25.920> a<00:11:26.079> big<00:11:26.240> topic<00:11:26.480> right<00:11:26.720> now
this is such a big topic right now
this is such a big topic right now
because<00:11:27.200> it<00:11:27.440> feels<00:11:27.959> like<00:11:28.959> directive<00:11:29.519> comes
because it feels like directive comes
because it feels like directive comes
down<00:11:30.079> from<00:11:30.320> the<00:11:30.480> top<00:11:30.800> of<00:11:31.120> this<00:11:31.279> is<00:11:31.440> our<00:11:31.600> revenue
down from the top of this is our revenue
down from the top of this is our revenue
goal<00:11:32.640> go<00:11:32.880> forth<00:11:33.120> and<00:11:33.360> conquer<00:11:33.920> and<00:11:34.079> it's<00:11:34.399> like
goal go forth and conquer and it's like
goal go forth and conquer and it's like
wait<00:11:35.120> a<00:11:35.279> minute<00:11:36.480> um<00:11:36.959> and<00:11:37.120> it<00:11:37.279> sounds<00:11:37.440> like
wait a minute um and it sounds like
wait a minute um and it sounds like
threat<00:11:37.920> connect<00:11:38.160> is<00:11:38.320> just<00:11:38.480> approaching<00:11:38.800> this
threat connect is just approaching this
threat connect is just approaching this
some<00:11:39.200> from<00:11:39.440> such<00:11:39.600> a<00:11:39.839> different
some from such a different
some from such a different
avenue<00:11:41.839> that<00:11:42.079> I<00:11:42.240> think<00:11:42.399> we<00:11:42.560> all<00:11:42.800> would<00:11:43.440> love<00:11:43.680> to
avenue that I think we all would love to
avenue that I think we all would love to
know<00:11:44.240> in<00:11:44.480> terms
know in terms
know in terms
of<00:11:46.240> how<00:11:46.399> are<00:11:46.560> the<00:11:46.640> goals<00:11:46.959> being<00:11:47.120> set<00:11:47.360> and<00:11:47.519> then
of how are the goals being set and then
of how are the goals being set and then
how<00:11:47.920> are<00:11:48.079> you<00:11:48.399> coming<00:11:48.560> together<00:11:48.800> as<00:11:49.040> marketing
how are you coming together as marketing
how are you coming together as marketing
and<00:11:49.440> sales<00:11:49.600> to<00:11:49.760> say<00:11:49.920> we<00:11:50.079> can<00:11:50.240> or<00:11:50.480> cannot<00:11:50.800> meet
and sales to say we can or cannot meet
and sales to say we can or cannot meet
those<00:11:52.279> And<00:11:53.279> have<00:11:53.440> you<00:11:53.680> have<00:11:53.839> you<00:11:54.000> run<00:11:54.160> into<00:11:54.320> a
those And have you have you run into a
those And have you have you run into a
place<00:11:54.640> where<00:11:54.800> you<00:11:54.959> were<00:11:55.120> like
place where you were like
place where you were like
that's<00:11:57.200> that's<00:11:57.600> not<00:11:57.839> possible<00:11:58.320> or<00:11:58.560> are<00:11:58.720> you
that's that's not possible or are you
that's that's not possible or are you
part<00:11:58.959> of<00:11:59.040> the<00:11:59.200> conversation<00:11:59.839> How<00:12:00.079> does
part of the conversation How does
part of the conversation How does
setting<00:12:00.800> goals<00:12:01.360> at<00:12:01.680> threat<00:12:02.079> connect<00:12:02.720> work<00:12:02.959> and
setting goals at threat connect work and
setting goals at threat connect work and
how<00:12:03.360> is<00:12:03.519> marketing<00:12:03.839> and<00:12:04.000> sales<00:12:04.160> a<00:12:04.320> part<00:12:04.399> of
how is marketing and sales a part of
how is marketing and sales a part of
that<00:12:05.040> That's<00:12:05.200> the<00:12:05.440> question<00:12:05.760> Yeah<00:12:06.399> that<00:12:06.720> is<00:12:06.800> a
that That's the question Yeah that is a
that That's the question Yeah that is a
big<00:12:07.200> question<00:12:08.079> And<00:12:08.480> so<00:12:08.720> there<00:12:08.959> is<00:12:09.040> a<00:12:09.279> revenue
big question And so there is a revenue
big question And so there is a revenue
goal<00:12:09.839> and<00:12:10.079> there<00:12:10.320> are<00:12:10.480> sales<00:12:10.800> codas<00:12:11.279> and<00:12:11.519> they
goal and there are sales codas and they
goal and there are sales codas and they
are<00:12:11.920> what<00:12:12.160> they<00:12:12.399> are<00:12:12.800> Um<00:12:13.680> uh<00:12:13.839> what<00:12:14.079> we<00:12:14.399> do<00:12:15.120> to
are what they are Um uh what we do to
are what they are Um uh what we do to
then<00:12:16.240> come<00:12:16.560> off<00:12:16.720> of<00:12:16.959> that<00:12:17.440> is<00:12:18.399> we<00:12:18.720> build<00:12:18.959> this
then come off of that is we build this
then come off of that is we build this
reverse<00:12:19.839> waterfall<00:12:20.399> what<00:12:20.639> we<00:12:20.800> call<00:12:20.959> it<00:12:21.839> where
reverse waterfall what we call it where
reverse waterfall what we call it where
um<00:12:23.120> we<00:12:23.440> look<00:12:23.680> at<00:12:23.920> our<00:12:24.320> historical<00:12:24.959> conversion
um we look at our historical conversion
um we look at our historical conversion
rates<00:12:25.839> and<00:12:26.079> what<00:12:26.240> I<00:12:26.399> mean<00:12:26.560> by<00:12:26.639> that<00:12:26.880> is<00:12:27.040> we<00:12:27.360> look
rates and what I mean by that is we look
rates and what I mean by that is we look
at<00:12:28.639> um<00:12:28.959> when<00:12:29.279> we<00:12:29.519> generate<00:12:30.079> a<00:12:30.240> thousand<00:12:30.720> leads
at um when we generate a thousand leads
at um when we generate a thousand leads
for<00:12:31.440> example<00:12:32.079> how<00:12:32.320> many<00:12:32.480> of<00:12:32.720> them<00:12:32.880> then
for example how many of them then
for example how many of them then
convert<00:12:33.600> into<00:12:33.920> an<00:12:34.079> opportunity<00:12:34.720> how<00:12:34.959> many<00:12:35.120> of
convert into an opportunity how many of
convert into an opportunity how many of
those<00:12:35.680> convert<00:12:36.160> into<00:12:36.480> a<00:12:36.800> deal<00:12:37.200> and<00:12:37.519> obviously
those convert into a deal and obviously
those convert into a deal and obviously
there<00:12:38.160> are<00:12:38.320> stages<00:12:38.639> in<00:12:38.880> between<00:12:39.240> then<00:12:40.240> we<00:12:40.560> take
there are stages in between then we take
there are stages in between then we take
these<00:12:41.200> conversion<00:12:41.600> rates<00:12:42.000> and<00:12:42.399> kind<00:12:42.560> of<00:12:42.920> apply
these conversion rates and kind of apply
these conversion rates and kind of apply
in<00:12:44.240> reverse<00:12:44.639> to<00:12:44.880> that<00:12:45.120> revenue<00:12:45.519> goal<00:12:45.760> and<00:12:46.000> to
in reverse to that revenue goal and to
in reverse to that revenue goal and to
say<00:12:46.720> if<00:12:47.040> we<00:12:47.360> do<00:12:48.200> absolutely<00:12:49.200> exactly<00:12:50.079> what<00:12:50.320> we
say if we do absolutely exactly what we
say if we do absolutely exactly what we
did<00:12:50.959> last<00:12:51.480> year<00:12:52.480> where<00:12:53.040> is<00:12:53.279> it<00:12:53.519> going<00:12:53.600> to<00:12:54.240> land
did last year where is it going to land
did last year where is it going to land
us<00:12:54.880> Like<00:12:55.200> where<00:12:55.440> how<00:12:55.680> many<00:12:55.920> leads<00:12:56.160> do<00:12:56.320> we<00:12:56.480> need
us Like where how many leads do we need
us Like where how many leads do we need
to<00:12:56.880> generate<00:12:57.519> with<00:12:57.760> these<00:12:58.079> same<00:12:58.240> conversion
to generate with these same conversion
to generate with these same conversion
rates<00:12:58.880> to<00:12:59.120> get<00:12:59.279> to<00:12:59.440> this<00:12:59.680> revenue<00:13:00.079> goal<00:13:00.959> And
rates to get to this revenue goal And
rates to get to this revenue goal And
then<00:13:01.440> is<00:13:01.680> it<00:13:01.839> realistic<00:13:02.399> or<00:13:02.639> not<00:13:02.959> And
then is it realistic or not And
then is it realistic or not And
sometimes<00:13:04.399> we<00:13:04.720> do<00:13:04.959> find<00:13:05.200> that<00:13:05.440> it's<00:13:05.760> actually
sometimes we do find that it's actually
sometimes we do find that it's actually
not<00:13:06.399> realistic<00:13:07.519> Um<00:13:07.839> you<00:13:08.079> look<00:13:08.240> at<00:13:08.399> things<00:13:08.639> like
not realistic Um you look at things like
not realistic Um you look at things like
average<00:13:09.279> sale<00:13:09.600> price<00:13:10.000> you<00:13:10.079> know<00:13:10.160> is<00:13:10.399> it
average sale price you know is it
average sale price you know is it
increasing<00:13:11.200> is<00:13:11.360> it<00:13:11.639> decreasing<00:13:12.639> what<00:13:12.880> are<00:13:13.040> the
increasing is it decreasing what are the
increasing is it decreasing what are the
different<00:13:13.600> factors<00:13:14.079> that<00:13:14.399> might<00:13:14.800> come<00:13:15.120> into
different factors that might come into
different factors that might come into
making<00:13:16.000> that<00:13:16.480> goal<00:13:17.279> uh<00:13:17.519> making<00:13:17.920> those<00:13:18.399> targets
making that goal uh making those targets
making that goal uh making those targets
a<00:13:19.320> reality<00:13:20.320> Um<00:13:20.800> and<00:13:21.040> then<00:13:21.279> we<00:13:21.519> have<00:13:21.680> a<00:13:21.839> joint
a reality Um and then we have a joint
a reality Um and then we have a joint
conversation<00:13:23.040> between<00:13:23.360> the<00:13:23.600> sales<00:13:23.839> and
conversation between the sales and
conversation between the sales and
marketing<00:13:24.399> and<00:13:24.639> honestly<00:13:25.279> other<00:13:25.680> people
marketing and honestly other people
marketing and honestly other people
involved<00:13:26.480> Finance<00:13:26.800> is<00:13:27.120> very<00:13:27.279> much<00:13:27.519> involved
involved Finance is very much involved
involved Finance is very much involved
in<00:13:28.639> these<00:13:28.959> discussions<00:13:29.680> as<00:13:29.920> well<00:13:30.320> So<00:13:30.480> we<00:13:30.720> can
in these discussions as well So we can
in these discussions as well So we can
determine<00:13:31.839> do<00:13:32.079> we<00:13:32.240> need<00:13:32.399> to<00:13:32.639> actually<00:13:33.040> adjust
determine do we need to actually adjust
determine do we need to actually adjust
our<00:13:33.760> goals<00:13:34.079> because<00:13:34.399> what<00:13:34.639> we're<00:13:34.880> shooting
our goals because what we're shooting
our goals because what we're shooting
isn't<00:13:35.760> going<00:13:35.920> to<00:13:36.079> work<00:13:36.720> Do<00:13:36.959> we<00:13:37.120> need
isn't going to work Do we need
isn't going to work Do we need
additional<00:13:37.920> budget<00:13:38.480> Because<00:13:38.720> then<00:13:39.040> we<00:13:39.200> need
additional budget Because then we need
additional budget Because then we need
to<00:13:39.600> generate<00:13:40.079> more<00:13:40.399> We<00:13:40.639> can't<00:13:40.880> do<00:13:41.120> more<00:13:41.360> with
to generate more We can't do more with
to generate more We can't do more with
the<00:13:41.839> same<00:13:42.240> resources<00:13:42.720> that<00:13:43.040> we<00:13:43.200> have<00:13:43.760> Do<00:13:44.000> we
the same resources that we have Do we
the same resources that we have Do we
need<00:13:44.320> to<00:13:44.639> find<00:13:44.959> some<00:13:45.200> tools<00:13:45.760> to<00:13:46.079> help<00:13:46.240> us<00:13:46.480> be
need to find some tools to help us be
need to find some tools to help us be
more<00:13:46.880> efficient<00:13:47.360> so<00:13:47.600> we<00:13:47.839> could<00:13:48.160> actually<00:13:48.560> do
more efficient so we could actually do
more efficient so we could actually do
more<00:13:49.040> with<00:13:49.279> less<00:13:50.000> And<00:13:50.399> usually<00:13:50.959> honestly<00:13:51.440> it's
more with less And usually honestly it's
more with less And usually honestly it's
all<00:13:51.920> of<00:13:52.000> the<00:13:52.240> above<00:13:53.120> Um<00:13:53.680> we<00:13:54.000> do<00:13:54.480> have<00:13:54.639> a<00:13:54.880> little
all of the above Um we do have a little
all of the above Um we do have a little
bit<00:13:55.120> of<00:13:55.279> back<00:13:55.440> and<00:13:55.680> forth<00:13:56.000> on<00:13:56.320> goals<00:13:56.720> when<00:13:57.040> we
bit of back and forth on goals when we
bit of back and forth on goals when we
initially<00:13:57.920> are<00:13:58.160> in<00:13:58.399> the<00:13:58.560> process<00:13:58.720> of<00:13:58.959> setting
initially are in the process of setting
initially are in the process of setting
them<00:13:59.760> just<00:14:00.000> to<00:14:00.240> come<00:14:00.399> to<00:14:00.720> something<00:14:01.040> that<00:14:01.600> we
them just to come to something that we
them just to come to something that we
can<00:14:02.639> be<00:14:02.959> confident<00:14:03.360> in<00:14:03.680> saying<00:14:04.000> okay<00:14:04.560> it<00:14:04.800> is
can be confident in saying okay it is
can be confident in saying okay it is
possible<00:14:05.360> to<00:14:05.600> reach<00:14:05.839> these<00:14:06.079> goals<00:14:06.639> We<00:14:06.880> want<00:14:06.959> to
possible to reach these goals We want to
possible to reach these goals We want to
grow<00:14:07.519> so<00:14:07.680> it<00:14:07.920> incorporates<00:14:08.480> that<00:14:08.800> growth<00:14:09.760> and
grow so it incorporates that growth and
grow so it incorporates that growth and
this<00:14:10.399> is<00:14:10.560> what<00:14:10.800> we<00:14:11.040> need<00:14:11.199> to<00:14:11.440> make<00:14:11.600> it<00:14:11.839> happen
this is what we need to make it happen
this is what we need to make it happen
And<00:14:12.399> sometimes<00:14:12.880> we<00:14:13.120> also<00:14:13.519> regroup<00:14:14.079> even<00:14:14.320> in
And sometimes we also regroup even in
And sometimes we also regroup even in
the<00:14:14.639> middle<00:14:14.800> of<00:14:14.959> the<00:14:15.120> year<00:14:15.760> or<00:14:16.399> quarter<00:14:17.040> to<00:14:17.360> say
the middle of the year or quarter to say
the middle of the year or quarter to say
hey<00:14:18.480> we<00:14:18.800> haven't<00:14:19.120> been<00:14:19.440> meeting<00:14:19.760> goals<00:14:20.079> or
hey we haven't been meeting goals or
hey we haven't been meeting goals or
we've<00:14:20.639> been<00:14:20.800> consistently<00:14:21.360> exceeding<00:14:21.839> goals
we've been consistently exceeding goals
we've been consistently exceeding goals
Why<00:14:23.199> Because<00:14:23.440> I<00:14:23.680> think<00:14:23.839> that<00:14:24.160> it's<00:14:24.480> not<00:14:24.720> just
Why Because I think that it's not just
Why Because I think that it's not just
about<00:14:25.279> the<00:14:25.519> numbers<00:14:26.000> it's<00:14:26.240> the<00:14:26.560> why<00:14:27.440> the
about the numbers it's the why the
about the numbers it's the why the
numbers<00:14:28.079> are<00:14:28.240> the<00:14:28.480> way<00:14:28.639> we<00:14:29.120> the<00:14:29.360> way<00:14:29.600> they<00:14:29.839> are
numbers are the way we the way they are
numbers are the way we the way they are
Um<00:14:30.959> did<00:14:31.199> we<00:14:31.360> do<00:14:31.600> something<00:14:31.920> that<00:14:32.240> was<00:14:32.480> very
Um did we do something that was very
Um did we do something that was very
successful<00:14:33.600> Like<00:14:33.920> we<00:14:34.160> were<00:14:34.320> just<00:14:34.480> talking
successful Like we were just talking
successful Like we were just talking
about<00:14:34.959> RSA<00:14:35.680> We<00:14:35.920> always<00:14:36.160> have<00:14:36.320> a<00:14:36.560> spike<00:14:36.800> in
about RSA We always have a spike in
about RSA We always have a spike in
pipeline<00:14:37.600> creation<00:14:37.920> around<00:14:38.240> these<00:14:38.560> big<00:14:38.720> trade
pipeline creation around these big trade
pipeline creation around these big trade
shows<00:14:39.680> and<00:14:39.920> that's<00:14:40.240> very<00:14:40.480> obvious<00:14:40.880> We<00:14:41.120> know
shows and that's very obvious We know
shows and that's very obvious We know
okay<00:14:41.600> we<00:14:41.760> went<00:14:41.839> to<00:14:42.120> RSA<00:14:43.120> here<00:14:43.680> it<00:14:43.920> went<00:14:44.160> well
okay we went to RSA here it went well
okay we went to RSA here it went well
there<00:14:44.639> is<00:14:44.720> a<00:14:44.880> spike<00:14:45.199> there<00:14:45.920> Um<00:14:46.399> but<00:14:46.639> then<00:14:46.880> when
there is a spike there Um but then when
there is a spike there Um but then when
we<00:14:47.760> don't<00:14:48.000> have<00:14:48.160> RSA<00:14:49.120> how<00:14:49.279> do<00:14:49.440> we<00:14:49.600> get<00:14:50.480> how<00:14:50.720> can
we don't have RSA how do we get how can
we don't have RSA how do we get how can
we<00:14:51.120> replicate<00:14:51.600> that<00:14:51.839> with<00:14:52.079> other<00:14:52.320> things
we replicate that with other things
we replicate that with other things
Because<00:14:52.800> there's<00:14:53.040> only<00:14:53.199> so<00:14:53.440> many<00:14:53.600> big<00:14:53.839> trade
Because there's only so many big trade
Because there's only so many big trade
shows<00:14:54.399> out<00:14:54.639> there<00:14:55.480> Um<00:14:56.480> and<00:14:56.959> and<00:14:57.440> understanding
shows out there Um and and understanding
shows out there Um and and understanding
these<00:14:58.560> contributors<00:14:59.360> to<00:14:59.760> success<00:15:00.320> or<00:15:00.720> not<00:15:01.760> um
these contributors to success or not um
these contributors to success or not um
is<00:15:02.240> what<00:15:02.560> helps<00:15:02.800> you<00:15:02.959> also<00:15:03.279> adjust<00:15:03.680> the
is what helps you also adjust the
is what helps you also adjust the
strategy<00:15:04.480> You<00:15:04.720> can't<00:15:04.880> just<00:15:05.120> set<00:15:05.279> the<00:15:05.440> goal<00:15:05.800> and
strategy You can't just set the goal and
strategy You can't just set the goal and
go<00:15:07.040> for<00:15:07.279> it<00:15:07.519> the<00:15:07.760> whole<00:15:08.000> year<00:15:08.560> You<00:15:08.800> have<00:15:08.959> to
go for it the whole year You have to
go for it the whole year You have to
adapt<00:15:09.680> throughout<00:15:10.079> the<00:15:10.320> year<00:15:10.639> things<00:15:10.880> are
adapt throughout the year things are
adapt throughout the year things are
changing<00:15:11.440> very<00:15:11.839> quickly<00:15:12.160> and<00:15:12.880> not<00:15:13.199> just<00:15:13.440> with
changing very quickly and not just with
changing very quickly and not just with
your<00:15:14.160> marketing<00:15:14.720> with<00:15:14.959> the<00:15:15.120> world<00:15:15.519> that<00:15:15.839> there
your marketing with the world that there
your marketing with the world that there
are<00:15:16.240> external<00:15:16.720> factors<00:15:17.120> that<00:15:17.279> affect<00:15:17.600> it<00:15:17.839> too
are external factors that affect it too
are external factors that affect it too
and<00:15:18.240> so<00:15:18.399> you<00:15:18.639> need<00:15:18.720> to<00:15:18.959> understand<00:15:19.360> all<00:15:19.600> of<00:15:19.680> it
and so you need to understand all of it
and so you need to understand all of it
to<00:15:21.440> uh<00:15:21.839> adapt<00:15:22.320> so<00:15:22.480> the<00:15:22.639> goals<00:15:22.959> I<00:15:23.199> would<00:15:23.360> say<00:15:23.839> you
to uh adapt so the goals I would say you
to uh adapt so the goals I would say you
have<00:15:24.240> to<00:15:24.399> look<00:15:24.480> at<00:15:24.720> them<00:15:25.279> constantly<00:15:26.240> weekly
have to look at them constantly weekly
have to look at them constantly weekly
daily<00:15:28.240> very<00:15:28.240> very<00:15:28.560> frequently
daily very very frequently
daily very very frequently
do<00:15:31.199> you<00:15:31.360> adjust<00:15:31.920> them<00:15:32.800> so<00:15:33.199> if<00:15:33.440> you<00:15:33.600> don't<00:15:33.760> hit
do you adjust them so if you don't hit
do you adjust them so if you don't hit
your<00:15:34.240> numbers<00:15:34.720> in<00:15:35.480> Q1<00:15:36.480> does<00:15:36.720> that<00:15:37.040> have<00:15:37.279> to
your numbers in Q1 does that have to
your numbers in Q1 does that have to
roll<00:15:37.920> into<00:15:38.320> the<00:15:38.560> rest<00:15:38.720> of<00:15:38.800> the<00:15:39.040> year<00:15:39.199> and<00:15:39.440> you
roll into the rest of the year and you
roll into the rest of the year and you
have<00:15:39.760> ground<00:15:40.240> to<00:15:40.399> make<00:15:40.639> up<00:15:41.519> or<00:15:41.839> do<00:15:42.000> you<00:15:42.240> adjust
have ground to make up or do you adjust
have ground to make up or do you adjust
to<00:15:43.199> say<00:15:43.920> okay<00:15:44.320> we<00:15:44.560> don't<00:15:44.800> think<00:15:44.959> we<00:15:45.199> can<00:15:45.399> hit
to say okay we don't think we can hit
to say okay we don't think we can hit
this<00:15:47.279> but<00:15:47.600> we<00:15:47.839> think<00:15:47.920> we<00:15:48.240> can<00:15:48.399> still<00:15:48.720> hit<00:15:49.040> this
this but we think we can still hit this
this but we think we can still hit this
and<00:15:49.680> you<00:15:49.920> sort<00:15:50.079> of<00:15:50.880> negotiate<00:15:51.440> and<00:15:51.759> compromise
and you sort of negotiate and compromise
and you sort of negotiate and compromise
with<00:15:53.440> whatever<00:15:54.000> factors<00:15:54.399> you<00:15:54.560> were<00:15:54.720> sort<00:15:54.880> of
with whatever factors you were sort of
with whatever factors you were sort of
up<00:15:55.600> against<00:15:55.839> in<00:15:56.079> Q1<00:15:56.480> that<00:15:56.639> aren't<00:15:56.880> panning<00:15:57.199> out
up against in Q1 that aren't panning out
up against in Q1 that aren't panning out
that<00:15:58.240> you<00:15:58.480> you<00:15:59.279> hope<00:15:59.519> to<00:15:59.680> combat<00:16:00.000> a<00:16:00.160> little<00:16:00.240> bit
that you you hope to combat a little bit
that you you hope to combat a little bit
in<00:16:00.480> Q2<00:16:00.880> but<00:16:01.040> you<00:16:01.120> can't<00:16:01.279> kind<00:16:01.440> of<00:16:01.600> guarantee
in Q2 but you can't kind of guarantee
in Q2 but you can't kind of guarantee
um<00:16:03.600> we<00:16:04.000> don't<00:16:04.320> adjust<00:16:04.800> them<00:16:05.120> in<00:16:05.440> that<00:16:05.680> way<00:16:06.240> we
um we don't adjust them in that way we
um we don't adjust them in that way we
actually<00:16:07.440> even<00:16:07.759> out<00:16:08.000> the<00:16:08.160> goals<00:16:08.480> throughout
actually even out the goals throughout
actually even out the goals throughout
the<00:16:09.040> year<00:16:09.600> even<00:16:09.920> though<00:16:10.160> we<00:16:10.320> know<00:16:10.480> there<00:16:10.720> is
the year even though we know there is
the year even though we know there is
seasonality<00:16:11.759> in<00:16:12.079> place<00:16:13.040> So<00:16:13.920> we<00:16:14.160> would<00:16:14.399> know
seasonality in place So we would know
seasonality in place So we would know
sometimes<00:16:15.279> that<00:16:15.600> we<00:16:15.839> wouldn't<00:16:16.160> hit<00:16:16.320> that<00:16:16.639> goal
sometimes that we wouldn't hit that goal
sometimes that we wouldn't hit that goal
in<00:16:18.160> let's<00:16:18.480> say<00:16:18.959> you<00:16:19.199> know<00:16:19.440> January<00:16:20.079> or
in let's say you know January or
in let's say you know January or
December<00:16:21.600> because<00:16:21.839> there's<00:16:22.160> holidays<00:16:22.639> and
December because there's holidays and
December because there's holidays and
all<00:16:23.040> that<00:16:23.279> stuff<00:16:23.519> or<00:16:23.759> in<00:16:24.000> the<00:16:24.160> summer<00:16:24.399> in
all that stuff or in the summer in
all that stuff or in the summer in
Europe<00:16:25.120> there<00:16:25.279> is<00:16:25.440> also<00:16:25.759> a<00:16:26.000> lot<00:16:26.079> of<00:16:26.240> downtime
Europe there is also a lot of downtime
Europe there is also a lot of downtime
and<00:16:26.959> holiday<00:16:27.440> stuff<00:16:28.160> Sometimes<00:16:28.720> we<00:16:28.959> just<00:16:29.199> know
and holiday stuff Sometimes we just know
and holiday stuff Sometimes we just know
it<00:16:29.600> and<00:16:29.920> so<00:16:30.079> when<00:16:30.399> we<00:16:30.560> look<00:16:30.720> at<00:16:30.880> the<00:16:31.040> goal<00:16:31.360> line
it and so when we look at the goal line
it and so when we look at the goal line
which<00:16:32.000> could<00:16:32.240> be<00:16:32.399> flat<00:16:32.800> like<00:16:33.040> every<00:16:33.360> week<00:16:33.600> it's
which could be flat like every week it's
which could be flat like every week it's
the<00:16:34.160> same<00:16:34.800> and<00:16:35.040> we<00:16:35.279> expect<00:16:35.600> for<00:16:35.839> it<00:16:36.000> to
the same and we expect for it to
the same and we expect for it to
fluctuate<00:16:36.880> up<00:16:37.120> and<00:16:37.279> down<00:16:37.680> but<00:16:38.079> it's<00:16:38.560> honestly
fluctuate up and down but it's honestly
fluctuate up and down but it's honestly
just<00:16:39.440> harder<00:16:40.320> to<00:16:41.040> build<00:16:41.360> that<00:16:41.680> into<00:16:42.000> the<00:16:42.160> goals
just harder to build that into the goals
just harder to build that into the goals
just<00:16:42.880> because<00:16:43.040> of<00:16:43.279> how<00:16:43.519> CRM<00:16:44.160> work<00:16:44.639> You<00:16:44.880> can't
just because of how CRM work You can't
just because of how CRM work You can't
um<00:16:45.920> it<00:16:46.079> it's<00:16:46.399> it's<00:16:46.800> a<00:16:46.959> lot<00:16:47.040> of<00:16:47.440> kind<00:16:47.600> of
um it it's it's a lot of kind of
um it it's it's a lot of kind of
downtime<00:16:48.399> to<00:16:48.720> just<00:16:48.959> adjust<00:16:49.360> these<00:16:49.759> these
downtime to just adjust these these
downtime to just adjust these these
lines<00:16:51.519> um<00:16:51.920> when<00:16:52.240> the<00:16:52.399> end<00:16:52.639> result<00:16:53.440> would<00:16:53.680> be
lines um when the end result would be
lines um when the end result would be
the<00:16:54.000> same<00:16:54.320> So<00:16:54.560> it's<00:16:54.720> a<00:16:54.959> good<00:16:55.199> question<00:16:56.240> it
the same So it's a good question it
the same So it's a good question it
There<00:16:56.800> might<00:16:57.040> be<00:16:57.120> a<00:16:57.360> technology<00:16:57.839> out<00:16:58.079> there
There might be a technology out there
There might be a technology out there
being<00:16:58.639> created<00:16:59.120> that<00:16:59.519> allows<00:16:59.920> to<00:17:00.160> do<00:17:00.320> that
being created that allows to do that
being created that allows to do that
easier<00:17:01.199> but<00:17:01.440> at<00:17:01.680> at<00:17:02.000> this<00:17:02.240> point<00:17:02.560> it<00:17:02.880> would
easier but at at this point it would
easier but at at this point it would
just<00:17:03.199> take<00:17:03.680> too<00:17:04.000> much<00:17:04.240> time<00:17:04.799> So<00:17:05.679> um<00:17:05.839> we<00:17:06.079> just
just take too much time So um we just
just take too much time So um we just
consider<00:17:06.640> it<00:17:06.880> but<00:17:07.120> we<00:17:07.360> don't<00:17:07.520> change<00:17:07.760> it<00:17:08.799> So
consider it but we don't change it So
consider it but we don't change it So
your<00:17:09.120> goals<00:17:09.280> are<00:17:09.520> just<00:17:09.600> the<00:17:09.760> goals<00:17:10.079> and<00:17:10.319> either
your goals are just the goals and either
your goals are just the goals and either
you<00:17:10.720> hit<00:17:10.880> them<00:17:10.959> or<00:17:11.120> you<00:17:11.280> miss<00:17:11.520> them<00:17:11.600> and<00:17:11.839> that
you hit them or you miss them and that
you hit them or you miss them and that
just<00:17:12.799> is<00:17:12.959> what<00:17:13.199> it<00:17:13.360> is<00:17:14.160> Yeah<00:17:14.400> I<00:17:14.559> mean<00:17:14.720> again<00:17:15.039> we
just is what it is Yeah I mean again we
just is what it is Yeah I mean again we
did<00:17:15.600> actually<00:17:16.079> adjust<00:17:16.400> the<00:17:16.640> goals<00:17:17.120> For
did actually adjust the goals For
did actually adjust the goals For
example<00:17:17.679> last<00:17:17.919> year<00:17:18.079> we<00:17:18.319> acquired<00:17:18.640> a<00:17:18.880> company
example last year we acquired a company
example last year we acquired a company
um<00:17:20.079> and<00:17:20.400> that<00:17:20.720> is<00:17:20.959> a<00:17:21.280> whole<00:17:21.679> new<00:17:22.079> business<00:17:22.559> a
um and that is a whole new business a
um and that is a whole new business a
whole<00:17:23.039> new<00:17:23.280> product<00:17:23.679> line<00:17:24.880> um<00:17:25.199> different<00:17:25.600> way
whole new product line um different way
whole new product line um different way
to<00:17:26.319> measure<00:17:26.959> things<00:17:27.439> different<00:17:27.839> sales<00:17:28.160> cycles
to measure things different sales cycles
to measure things different sales cycles
that<00:17:28.720> we<00:17:28.880> had<00:17:29.120> to<00:17:29.280> adjust<00:17:30.080> Some<00:17:30.480> things<00:17:30.880> just
that we had to adjust Some things just
that we had to adjust Some things just
call<00:17:31.679> for<00:17:32.160> adjusting<00:17:32.799> goals<00:17:33.440> Sure
call for adjusting goals Sure
call for adjusting goals Sure
Um<00:17:35.440> usually<00:17:35.919> it's<00:17:36.480> not<00:17:36.880> common<00:17:37.440> to<00:17:37.760> do<00:17:38.000> that
Um usually it's not common to do that
Um usually it's not common to do that
and<00:17:38.640> usually<00:17:39.120> we<00:17:39.440> still<00:17:39.919> try<00:17:40.160> to<00:17:40.320> hit<00:17:40.559> it<00:17:41.360> Um
and usually we still try to hit it Um
and usually we still try to hit it Um
unless<00:17:42.400> there<00:17:42.640> is<00:17:42.799> something<00:17:43.280> crazy<00:17:43.600> that<00:17:43.919> we
unless there is something crazy that we
unless there is something crazy that we
uncover<00:17:45.280> Um<00:17:45.600> and<00:17:45.840> sometimes<00:17:46.240> there<00:17:46.400> are<00:17:46.559> also
uncover Um and sometimes there are also
uncover Um and sometimes there are also
things<00:17:47.120> like<00:17:47.440> people<00:17:47.760> turnover<00:17:48.400> like<00:17:48.559> we
things like people turnover like we
things like people turnover like we
would<00:17:48.880> know<00:17:49.120> oh<00:17:49.280> we<00:17:49.520> lost<00:17:49.679> a<00:17:49.840> rep<00:17:50.080> or<00:17:50.400> somebody
would know oh we lost a rep or somebody
would know oh we lost a rep or somebody
was<00:17:50.919> on<00:17:51.919> PTO<00:17:52.720> all<00:17:53.039> week<00:17:53.440> so<00:17:54.000> you<00:17:54.160> know<00:17:54.240> we
was on PTO all week so you know we
was on PTO all week so you know we
didn't<00:17:54.640> set<00:17:54.880> enough<00:17:55.200> meetings<00:17:55.679> things<00:17:55.919> like
didn't set enough meetings things like
didn't set enough meetings things like
that<00:17:56.559> But<00:17:57.440> um<00:17:57.679> so<00:17:57.919> we<00:17:58.080> know<00:17:58.320> sometimes<00:17:58.720> why<00:17:59.039> we
that But um so we know sometimes why we
that But um so we know sometimes why we
don't<00:17:59.520> hit<00:17:59.760> it<00:18:00.000> but<00:18:00.320> we<00:18:00.480> do<00:18:00.720> want<00:18:00.880> to<00:18:01.440> still
don't hit it but we do want to still
don't hit it but we do want to still
compensate<00:18:02.480> for<00:18:02.720> it<00:18:03.600> uh<00:18:03.760> for<00:18:04.000> the<00:18:04.160> most<00:18:04.480> part
compensate for it uh for the most part
compensate for it uh for the most part
In<00:18:07.120> terms<00:18:07.360> of<00:18:07.840> I<00:18:08.080> love<00:18:08.160> that<00:18:08.400> you<00:18:08.640> sort<00:18:08.720> of<00:18:08.880> look
In terms of I love that you sort of look
In terms of I love that you sort of look
at<00:18:09.200> okay<00:18:09.440> what<00:18:09.600> did<00:18:09.679> we<00:18:09.840> do<00:18:10.000> last<00:18:10.320> year<00:18:10.880> And<00:18:11.120> so
at okay what did we do last year And so
at okay what did we do last year And so
in<00:18:11.760> terms<00:18:11.919> of<00:18:12.240> walking<00:18:12.559> into<00:18:12.799> this<00:18:12.960> year<00:18:13.120> with
in terms of walking into this year with
in terms of walking into this year with
a<00:18:13.559> baseline<00:18:14.559> I<00:18:15.240> imagine<00:18:16.240> you<00:18:16.559> always<00:18:16.799> want<00:18:16.960> to
a baseline I imagine you always want to
a baseline I imagine you always want to
sort<00:18:17.280> of<00:18:17.360> try<00:18:17.520> and<00:18:17.679> do<00:18:17.840> a<00:18:18.000> little<00:18:18.160> bit<00:18:18.400> better
sort of try and do a little bit better
sort of try and do a little bit better
than<00:18:19.440> the<00:18:19.679> year<00:18:19.840> before<00:18:20.320> Are<00:18:20.480> you<00:18:20.640> looking<00:18:20.799> at
than the year before Are you looking at
than the year before Are you looking at
those<00:18:21.280> conversion<00:18:21.760> rates<00:18:22.080> to<00:18:22.320> figure<00:18:22.559> out<00:18:23.280> how
those conversion rates to figure out how
those conversion rates to figure out how
you<00:18:23.919> can<00:18:24.240> make<00:18:24.480> them<00:18:25.200> better<00:18:25.679> and<00:18:26.480> what<00:18:26.960> what
you can make them better and what what
you can make them better and what what
are<00:18:27.360> you<00:18:27.679> what<00:18:27.840> sort<00:18:28.000> of<00:18:28.160> are<00:18:28.320> some<00:18:28.480> of<00:18:28.559> the
are you what sort of are some of the
are you what sort of are some of the
levers<00:18:28.960> that<00:18:29.039> you<00:18:29.200> might<00:18:29.280> be<00:18:29.440> pushing<00:18:29.679> and
levers that you might be pushing and
levers that you might be pushing and
pulling<00:18:30.160> to<00:18:30.320> to<00:18:30.720> navigate<00:18:31.120> that<00:18:32.400> Yeah<00:18:32.960> we<00:18:33.280> we
pulling to to navigate that Yeah we we
pulling to to navigate that Yeah we we
are<00:18:34.000> looking<00:18:34.240> at<00:18:34.559> all<00:18:34.799> of<00:18:35.039> the<00:18:35.280> metrics<00:18:35.760> So<00:18:35.919> we
are looking at all of the metrics So we
are looking at all of the metrics So we
do<00:18:36.320> want<00:18:36.480> to<00:18:37.039> grow<00:18:37.760> every<00:18:38.080> year<00:18:38.880> and<00:18:39.840> u<00:18:39.919> the
do want to grow every year and u the
do want to grow every year and u the
adjustment<00:18:40.799> can<00:18:41.120> come<00:18:41.360> from<00:18:41.679> simply<00:18:42.240> just<00:18:42.559> do
adjustment can come from simply just do
adjustment can come from simply just do
more<00:18:43.520> and<00:18:43.679> then<00:18:43.919> keep<00:18:44.160> conversion<00:18:44.640> rates<00:18:44.960> the
more and then keep conversion rates the
more and then keep conversion rates the
same<00:18:45.600> and<00:18:45.840> then<00:18:46.000> you'll<00:18:46.240> get<00:18:46.400> a<00:18:46.559> better<00:18:46.799> result
same and then you'll get a better result
same and then you'll get a better result
and<00:18:47.360> that<00:18:47.520> might<00:18:47.760> work<00:18:48.799> um<00:18:49.039> but<00:18:49.280> it's<00:18:49.840> not
and that might work um but it's not
and that might work um but it's not
necessarily<00:18:50.559> the<00:18:50.799> most<00:18:50.960> efficient<00:18:51.440> So<00:18:51.679> we
necessarily the most efficient So we
necessarily the most efficient So we
look<00:18:52.080> at<00:18:52.240> then<00:18:52.960> where<00:18:53.280> do<00:18:53.520> we<00:18:53.679> need<00:18:53.840> to<00:18:54.480> uh
look at then where do we need to uh
look at then where do we need to uh
increase<00:18:55.120> conversion<00:18:55.600> rates<00:18:55.840> and<00:18:56.080> we<00:18:56.240> look<00:18:56.320> at
increase conversion rates and we look at
increase conversion rates and we look at
some<00:18:56.640> benchmarks<00:18:57.280> of<00:18:57.600> our<00:18:57.919> historical<00:18:58.480> data
some benchmarks of our historical data
some benchmarks of our historical data
as<00:18:59.120> well<00:18:59.280> as<00:18:59.679> talking<00:18:59.919> to<00:19:00.160> peers<00:19:00.559> and<00:19:01.200> cyber
as well as talking to peers and cyber
as well as talking to peers and cyber
marketing<00:19:02.240> society<00:19:02.799> and<00:19:03.200> just<00:19:03.440> in<00:19:03.760> general
marketing society and just in general
marketing society and just in general
other<00:19:04.559> people<00:19:04.799> in<00:19:05.039> the<00:19:05.200> network<00:19:06.160> Um
other people in the network Um
other people in the network Um
best-in-class<00:19:07.520> conversion<00:19:07.919> rates<00:19:08.320> what<00:19:08.480> what
best-in-class conversion rates what what
best-in-class conversion rates what what
do<00:19:08.880> they<00:19:09.039> look<00:19:09.200> like<00:19:09.520> What<00:19:09.679> are<00:19:10.000> ours<00:19:10.480> what<00:19:10.720> are
do they look like What are ours what are
do they look like What are ours what are
ours<00:19:11.200> like<00:19:11.520> and<00:19:11.840> where<00:19:12.160> is<00:19:12.320> this<00:19:12.559> somewhere<00:19:12.960> in
ours like and where is this somewhere in
ours like and where is this somewhere in
between<00:19:13.440> where<00:19:13.679> we<00:19:13.919> want<00:19:14.000> to<00:19:14.160> be<00:19:14.880> Um<00:19:15.600> and<00:19:15.840> then
between where we want to be Um and then
between where we want to be Um and then
setting<00:19:16.880> conversion<00:19:17.280> rate<00:19:17.600> goals<00:19:17.919> as<00:19:18.080> well
setting conversion rate goals as well
setting conversion rate goals as well
where<00:19:18.640> we<00:19:18.799> could<00:19:19.039> improve<00:19:19.440> them<00:19:20.320> Um<00:19:21.120> it's
where we could improve them Um it's
where we could improve them Um it's
interesting
interesting
interesting
because<00:19:24.240> the<00:19:24.559> other<00:19:24.960> kind<00:19:25.200> of<00:19:25.440> exercise<00:19:25.919> that
because the other kind of exercise that
because the other kind of exercise that
you<00:19:26.559> can<00:19:26.720> do<00:19:26.880> or<00:19:27.200> other<00:19:27.440> marketers<00:19:27.919> can<00:19:28.160> do<00:19:29.120> is
you can do or other marketers can do is
you can do or other marketers can do is
um<00:19:30.799> a<00:19:31.120> very<00:19:31.720> sciencelike<00:19:32.720> process<00:19:33.520> where<00:19:34.080> you
um a very sciencelike process where you
um a very sciencelike process where you
just<00:19:34.640> come<00:19:34.799> up<00:19:34.960> with<00:19:35.120> a<00:19:35.360> bunch<00:19:35.520> of<00:19:35.919> hypotheses
just come up with a bunch of hypotheses
just come up with a bunch of hypotheses
like<00:19:36.880> if<00:19:37.120> you're<00:19:37.360> not<00:19:37.600> meeting<00:19:37.840> a<00:19:38.080> goal<00:19:38.720> or<00:19:38.960> if
like if you're not meeting a goal or if
like if you're not meeting a goal or if
you're<00:19:39.520> trying<00:19:39.760> to<00:19:40.160> increase<00:19:40.480> a<00:19:40.799> particular
you're trying to increase a particular
you're trying to increase a particular
number<00:19:42.160> like<00:19:42.880> you<00:19:43.039> know<00:19:43.200> let's<00:19:43.440> say<00:19:43.600> your
number like you know let's say your
number like you know let's say your
conversion<00:19:44.320> rate<00:19:44.720> from<00:19:45.360> opportunity
conversion rate from opportunity
conversion rate from opportunity
to<00:19:47.600> whatever<00:19:48.000> the<00:19:48.160> next<00:19:48.320> stage<00:19:48.640> is<00:19:48.799> evaluation
to whatever the next stage is evaluation
to whatever the next stage is evaluation
is<00:19:50.000> low<00:19:50.960> Why<00:19:51.280> could<00:19:51.520> that<00:19:51.760> be<00:19:52.320> And<00:19:52.559> you<00:19:52.720> just
is low Why could that be And you just
is low Why could that be And you just
literally<00:19:53.440> write<00:19:53.760> down<00:19:54.080> all<00:19:54.320> these<00:19:54.559> possible
literally write down all these possible
literally write down all these possible
reasons<00:19:55.679> like<00:19:56.000> from<00:19:56.559> the<00:19:56.799> pricing<00:19:57.120> is<00:19:57.360> too
reasons like from the pricing is too
reasons like from the pricing is too
high<00:19:57.760> to<00:19:58.000> people<00:19:58.240> don't<00:19:58.480> like<00:19:58.640> the<00:19:58.880> product<00:19:59.360> to
high to people don't like the product to
high to people don't like the product to
some<00:20:00.400> external<00:20:00.880> factors<00:20:01.520> happened<00:20:02.000> and
some external factors happened and
some external factors happened and
people<00:20:02.640> don't<00:20:02.880> buy<00:20:03.240> anymore<00:20:04.240> Writing<00:20:04.640> it<00:20:04.799> all
people don't buy anymore Writing it all
people don't buy anymore Writing it all
down<00:20:05.360> actually<00:20:05.600> is<00:20:05.840> a<00:20:06.000> a<00:20:06.320> fun<00:20:06.559> exercise<00:20:07.039> on<00:20:07.280> its
down actually is a a fun exercise on its
down actually is a a fun exercise on its
own<00:20:08.240> because<00:20:08.559> oftentimes<00:20:09.200> when<00:20:09.440> you<00:20:09.600> don't<00:20:09.760> do
own because oftentimes when you don't do
own because oftentimes when you don't do
that<00:20:10.240> you<00:20:10.480> just<00:20:10.640> have<00:20:10.880> make<00:20:11.120> one<00:20:11.360> assumption
that you just have make one assumption
that you just have make one assumption
and<00:20:12.240> you<00:20:12.400> just<00:20:12.640> stick<00:20:12.799> to<00:20:13.039> it<00:20:13.280> and<00:20:13.440> or<00:20:13.760> say<00:20:14.000> well
and you just stick to it and or say well
and you just stick to it and or say well
it's<00:20:14.480> probably<00:20:14.880> because<00:20:15.200> of<00:20:15.360> this<00:20:15.600> thing<00:20:16.320> Um
it's probably because of this thing Um
it's probably because of this thing Um
so<00:20:16.880> when<00:20:17.120> you<00:20:17.280> write<00:20:17.440> them<00:20:17.600> all<00:20:17.840> down<00:20:18.160> then<00:20:18.480> you
so when you write them all down then you
so when you write them all down then you
can<00:20:19.039> say<00:20:20.000> is<00:20:20.240> this<00:20:20.559> actually<00:20:20.960> true<00:20:21.200> for<00:20:21.440> us<00:20:21.760> And
can say is this actually true for us And
can say is this actually true for us And
there<00:20:22.160> might<00:20:22.320> be<00:20:22.559> ways<00:20:22.960> to<00:20:23.600> prove<00:20:23.840> that<00:20:24.240> You
there might be ways to prove that You
there might be ways to prove that You
might<00:20:24.799> be<00:20:24.960> able<00:20:25.120> to<00:20:25.280> run<00:20:25.520> some<00:20:25.760> reports<00:20:26.320> to<00:20:26.559> say
might be able to run some reports to say
might be able to run some reports to say
you<00:20:27.679> know<00:20:27.760> what<00:20:28.000> it<00:20:28.159> is<00:20:28.400> true<00:20:29.039> Uh<00:20:29.440> or<00:20:30.320> we've
you know what it is true Uh or we've
you know what it is true Uh or we've
just<00:20:30.880> checked<00:20:31.200> it<00:20:31.440> and<00:20:31.679> it's<00:20:31.919> not<00:20:32.799> Um<00:20:33.760> and<00:20:34.400> uh
just checked it and it's not Um and uh
just checked it and it's not Um and uh
and<00:20:34.799> then<00:20:34.960> you<00:20:35.200> eventually<00:20:35.679> will<00:20:36.000> come<00:20:36.159> to<00:20:36.320> a
and then you eventually will come to a
and then you eventually will come to a
conclusion<00:20:37.440> or<00:20:37.760> a<00:20:38.080> couple<00:20:38.240> of<00:20:38.400> of<00:20:38.799> reasons
conclusion or a couple of of reasons
conclusion or a couple of of reasons
that<00:20:39.360> are<00:20:39.520> actually<00:20:39.840> true<00:20:40.559> and<00:20:40.799> you<00:20:41.039> can<00:20:41.520> work
that are actually true and you can work
that are actually true and you can work
to<00:20:42.080> fix<00:20:42.400> those<00:20:42.720> reasons<00:20:43.200> rather<00:20:43.520> than<00:20:43.760> doing
to fix those reasons rather than doing
to fix those reasons rather than doing
everything<00:20:44.720> like<00:20:45.679> um<00:20:46.559> rather<00:20:46.880> than<00:20:47.200> trying<00:20:47.520> to
everything like um rather than trying to
everything like um rather than trying to
come<00:20:48.480> up<00:20:48.640> with<00:20:48.720> a<00:20:48.960> solution<00:20:49.520> trying<00:20:49.840> to
come up with a solution trying to
come up with a solution trying to
diagnose<00:20:50.480> a<00:20:50.840> problem<00:20:51.840> and
diagnose a problem and
diagnose a problem and
then<00:20:53.679> once<00:20:54.000> you<00:20:54.240> do<00:20:54.400> that<00:20:55.039> it's<00:20:55.360> easier<00:20:55.679> to<00:20:56.000> set
then once you do that it's easier to set
then once you do that it's easier to set
the<00:20:56.480> actions<00:20:56.880> to<00:20:57.760> fix<00:20:58.080> it
the actions to fix it
the actions to fix it
in<00:21:00.000> terms<00:21:00.159> of<00:21:00.240> the<00:21:00.480> conversion<00:21:00.880> rates<00:21:01.120> that
in terms of the conversion rates that
in terms of the conversion rates that
you're<00:21:01.440> looking<00:21:01.600> at<00:21:01.919> are<00:21:02.320> and<00:21:02.480> you're
you're looking at are and you're
you're looking at are and you're
waterfalling<00:21:03.360> them<00:21:04.039> backwards<00:21:05.240> Um<00:21:06.240> is<00:21:06.480> that
waterfalling them backwards Um is that
waterfalling them backwards Um is that
what<00:21:07.280> are<00:21:07.360> the<00:21:07.520> in<00:21:07.840> like<00:21:08.080> are<00:21:08.240> you<00:21:08.400> looking<00:21:08.799> at
what are the in like are you looking at
what are the in like are you looking at
it<00:21:09.280> really<00:21:09.600> tight<00:21:10.440> like<00:21:11.440> s<00:21:11.760> you<00:21:11.919> know<00:21:12.320> closed
it really tight like s you know closed
it really tight like s you know closed
SQL<00:21:14.000> MQL<00:21:14.799> lead<00:21:15.600> are<00:21:15.760> you<00:21:15.919> or<00:21:16.159> is<00:21:16.320> it<00:21:16.559> more<00:21:16.799> broad
SQL MQL lead are you or is it more broad
SQL MQL lead are you or is it more broad
What<00:21:17.919> sort<00:21:18.159> of<00:21:18.320> are<00:21:18.840> those<00:21:19.840> metrics<00:21:20.320> that
What sort of are those metrics that
What sort of are those metrics that
you're<00:21:20.960> mapping<00:21:21.440> back<00:21:21.760> to<00:21:22.400> and<00:21:22.640> how<00:21:22.880> far<00:21:23.039> back
you're mapping back to and how far back
you're mapping back to and how far back
are<00:21:23.440> you<00:21:23.520> going<00:21:23.679> all<00:21:23.760> the<00:21:23.840> way<00:21:23.919> back<00:21:24.080> to<00:21:24.240> an
are you going all the way back to an
are you going all the way back to an
impression
impression
impression
Um<00:21:26.320> we're<00:21:26.640> just<00:21:26.799> starting<00:21:27.120> with<00:21:27.360> a<00:21:27.600> lead<00:21:28.480> um
Um we're just starting with a lead um
Um we're just starting with a lead um
which<00:21:29.200> is<00:21:29.520> essentially<00:21:30.000> a<00:21:30.240> person<00:21:31.440> um<00:21:31.840> and
which is essentially a person um and
which is essentially a person um and
then<00:21:32.960> um<00:21:33.200> and<00:21:33.440> then<00:21:33.840> everything<00:21:34.320> else<00:21:34.720> we<00:21:35.039> call
then um and then everything else we call
then um and then everything else we call
them<00:21:35.600> a<00:21:35.840> more<00:21:36.080> traditional<00:21:36.559> names<00:21:36.880> like<00:21:37.280> SAL
them a more traditional names like SAL
them a more traditional names like SAL
SQL<00:21:38.880> opportunity<00:21:39.760> etc<00:21:40.480> Um<00:21:40.880> but<00:21:41.120> the
SQL opportunity etc Um but the
SQL opportunity etc Um but the
definitions<00:21:41.840> are<00:21:42.080> actually<00:21:42.400> a<00:21:42.559> little
definitions are actually a little
definitions are actually a little
different<00:21:43.039> because<00:21:43.280> we<00:21:43.440> are<00:21:43.799> accountbased<00:21:44.880> So
different because we are accountbased So
different because we are accountbased So
our<00:21:45.679> first<00:21:46.880> um<00:21:47.120> after<00:21:47.440> the<00:21:47.679> lead<00:21:48.000> it's<00:21:48.159> a
our first um after the lead it's a
our first um after the lead it's a
meeting<00:21:48.640> which<00:21:48.880> we<00:21:49.120> call<00:21:49.440> SAL<00:21:50.000> but<00:21:50.240> it's
meeting which we call SAL but it's
meeting which we call SAL but it's
actually<00:21:50.640> a<00:21:50.880> scheduled<00:21:51.360> meeting<00:21:52.240> with
actually a scheduled meeting with
actually a scheduled meeting with
someone<00:21:53.280> at<00:21:53.520> the<00:21:53.760> company<00:21:54.000> or<00:21:54.240> it<00:21:54.400> could<00:21:54.559> be
someone at the company or it could be
someone at the company or it could be
multiple<00:21:55.120> people<00:21:55.360> at<00:21:55.600> the<00:21:55.760> company<00:21:56.080> but<00:21:56.240> it<00:21:56.400> is
multiple people at the company but it is
multiple people at the company but it is
on<00:21:56.720> the<00:21:56.880> account<00:21:57.520> level<00:21:58.559> um<00:21:58.720> and<00:21:58.880> then<00:21:59.120> that
on the account level um and then that
on the account level um and then that
meeting<00:21:59.840> could<00:22:00.159> be<00:22:00.799> great<00:22:01.280> and<00:22:01.520> then<00:22:01.679> it
meeting could be great and then it
meeting could be great and then it
becomes<00:22:02.159> a<00:22:02.400> sales<00:22:02.720> qualified<00:22:03.480> opportunity<00:22:04.480> or
becomes a sales qualified opportunity or
becomes a sales qualified opportunity or
it<00:22:05.200> could<00:22:05.440> be<00:22:06.000> bad<00:22:06.320> for<00:22:06.640> different<00:22:07.039> reasons<00:22:08.240> Um
it could be bad for different reasons Um
it could be bad for different reasons Um
so<00:22:09.360> then<00:22:09.679> after<00:22:10.000> that<00:22:10.320> we<00:22:10.559> do<00:22:10.799> have<00:22:10.960> some
so then after that we do have some
so then after that we do have some
stages<00:22:11.679> like<00:22:12.080> demo<00:22:13.159> evaluation<00:22:14.159> PC
stages like demo evaluation PC
stages like demo evaluation PC
negotiation<00:22:16.240> etc<00:22:16.960> Um<00:22:17.440> within<00:22:17.760> the
negotiation etc Um within the
negotiation etc Um within the
opportunity<00:22:19.039> um<00:22:19.200> within<00:22:19.520> the<00:22:19.760> sales<00:22:20.400> stages
opportunity um within the sales stages
opportunity um within the sales stages
of<00:22:21.200> the<00:22:21.440> opportunity<00:22:22.080> it's<00:22:22.400> it's<00:22:22.799> managed<00:22:23.520> So
of the opportunity it's it's managed So
of the opportunity it's it's managed So
we<00:22:24.000> do<00:22:24.159> look<00:22:24.320> at<00:22:24.559> conversion<00:22:25.039> rates<00:22:25.440> from
we do look at conversion rates from
we do look at conversion rates from
stage<00:22:26.000> to<00:22:26.240> stage<00:22:27.039> We<00:22:27.360> do<00:22:27.679> have<00:22:28.000> tight
stage to stage We do have tight
stage to stage We do have tight
definitions<00:22:29.039> of<00:22:29.280> what<00:22:29.520> those<00:22:29.760> stages<00:22:30.240> are<00:22:31.120> I
definitions of what those stages are I
definitions of what those stages are I
got<00:22:31.520> to<00:22:31.679> say<00:22:32.039> realistically<00:22:33.039> you<00:22:33.440> always<00:22:33.919> have
got to say realistically you always have
got to say realistically you always have
some<00:22:34.960> gray<00:22:35.280> areas<00:22:36.000> Sometimes<00:22:36.559> sales<00:22:36.960> rep
some gray areas Sometimes sales rep
some gray areas Sometimes sales rep
forgets<00:22:38.320> to<00:22:38.559> update<00:22:39.039> Salesforce<00:22:39.840> and<00:22:40.080> then
forgets to update Salesforce and then
forgets to update Salesforce and then
all<00:22:40.480> of<00:22:40.559> a<00:22:40.720> sudden<00:22:40.960> you<00:22:41.200> see<00:22:41.520> hey<00:22:41.919> something
all of a sudden you see hey something
all of a sudden you see hey something
came<00:22:42.400> from<00:22:42.720> SQL<00:22:43.280> to<00:22:43.520> close<00:22:43.840> in<00:22:44.320> 5<00:22:44.559> days<00:22:45.039> That's
came from SQL to close in 5 days That's
came from SQL to close in 5 days That's
record<00:22:45.840> timing<00:22:46.480> but<00:22:46.720> that's<00:22:47.039> just<00:22:47.280> because
record timing but that's just because
record timing but that's just because
they<00:22:48.480> haven't<00:22:48.720> been<00:22:48.880> updating<00:22:49.360> it<00:22:50.000> Um
they haven't been updating it Um
they haven't been updating it Um
especially<00:22:50.880> with<00:22:51.120> the<00:22:51.280> acquisition<00:22:51.840> it
especially with the acquisition it
especially with the acquisition it
happened<00:22:52.320> like<00:22:52.559> there<00:22:52.720> were<00:22:52.799> a<00:22:52.960> lot<00:22:53.120> of<00:22:53.200> these
happened like there were a lot of these
happened like there were a lot of these
old<00:22:53.840> deals<00:22:54.320> that<00:22:54.720> kind<00:22:54.880> of<00:22:55.039> moved<00:22:55.280> over<00:22:55.600> and<00:22:56.159> it
old deals that kind of moved over and it
old deals that kind of moved over and it
um<00:22:57.280> skewed<00:22:57.679> our<00:22:57.840> numbers<00:22:58.159> a<00:22:58.320> little<00:22:58.480> bit<00:22:58.720> And
um skewed our numbers a little bit And
um skewed our numbers a little bit And
in<00:22:59.120> this<00:22:59.280> case<00:22:59.520> you<00:22:59.679> just<00:22:59.919> have<00:23:00.080> to<00:23:00.720> apply
in this case you just have to apply
in this case you just have to apply
filters<00:23:01.679> so<00:23:01.919> that<00:23:02.159> you're<00:23:02.400> not<00:23:02.640> completely<00:23:04.080> um
filters so that you're not completely um
filters so that you're not completely um
looking<00:23:05.120> at<00:23:05.360> crazy<00:23:06.080> data<00:23:06.400> and<00:23:06.720> using<00:23:07.039> it<00:23:07.200> to
looking at crazy data and using it to
looking at crazy data and using it to
make<00:23:08.480> Yeah<00:23:09.400> Yeah<00:23:10.400> That<00:23:11.200> Okay<00:23:11.440> so<00:23:11.679> that<00:23:11.840> makes
make Yeah Yeah That Okay so that makes
make Yeah Yeah That Okay so that makes
sense<00:23:12.240> And<00:23:12.320> you're<00:23:12.559> accountbased<00:23:13.120> which<00:23:13.360> is
sense And you're accountbased which is
sense And you're accountbased which is
interesting<00:23:14.480> In<00:23:14.799> terms<00:23:15.039> of<00:23:15.919> a<00:23:16.240> lead<00:23:16.960> what<00:23:17.120> is<00:23:17.280> a
interesting In terms of a lead what is a
interesting In terms of a lead what is a
lead<00:23:17.760> mean<00:23:18.080> You<00:23:18.240> said<00:23:18.400> it's<00:23:18.559> a<00:23:18.840> person<00:23:19.840> So<00:23:20.000> it's
lead mean You said it's a person So it's
lead mean You said it's a person So it's
just<00:23:20.720> somebody<00:23:21.039> that<00:23:21.280> ends<00:23:21.520> up<00:23:22.320> in<00:23:22.640> your<00:23:22.960> in
just somebody that ends up in your in
just somebody that ends up in your in
your<00:23:23.440> CRM<00:23:24.240> and<00:23:24.480> then<00:23:24.720> you<00:23:24.880> figure<00:23:25.120> out<00:23:25.360> where
your CRM and then you figure out where
your CRM and then you figure out where
to<00:23:25.840> put<00:23:26.000> them<00:23:26.320> essentially<00:23:26.799> Is<00:23:27.039> that<00:23:27.200> what
to put them essentially Is that what
to put them essentially Is that what
your<00:23:27.919> your<00:23:28.320> very<00:23:28.640> my<00:23:28.960> very<00:23:29.600> terrible<00:23:30.120> loose
your your very my very terrible loose
your your very my very terrible loose
interpretation<00:23:31.760> is<00:23:32.000> of<00:23:32.480> what<00:23:32.640> you<00:23:32.880> define<00:23:33.120> as
interpretation is of what you define as
interpretation is of what you define as
a<00:23:33.440> lead<00:23:34.720> Yeah<00:23:35.280> we<00:23:35.600> have<00:23:35.679> a<00:23:36.000> few<00:23:36.240> categories<00:23:36.799> of
a lead Yeah we have a few categories of
a lead Yeah we have a few categories of
leads<00:23:38.400> um<00:23:38.559> or<00:23:38.799> what<00:23:39.120> we<00:23:39.440> call<00:23:39.760> leads<00:23:40.240> We're<00:23:40.559> not
leads um or what we call leads We're not
leads um or what we call leads We're not
super<00:23:41.520> focused<00:23:41.919> on<00:23:42.159> leads<00:23:42.559> as<00:23:42.799> a<00:23:43.039> primary<00:23:43.600> KPI
super focused on leads as a primary KPI
super focused on leads as a primary KPI
We<00:23:44.640> use<00:23:44.880> it<00:23:45.039> as<00:23:45.200> more<00:23:45.360> like<00:23:45.520> a<00:23:45.760> leading
We use it as more like a leading
We use it as more like a leading
indicator<00:23:46.880> of<00:23:48.000> um<00:23:48.159> what<00:23:48.320> we're<00:23:48.640> doing<00:23:49.039> but<00:23:49.919> um
indicator of um what we're doing but um
indicator of um what we're doing but um
there<00:23:50.400> is<00:23:50.720> the<00:23:50.799> the<00:23:51.200> first<00:23:51.520> category<00:23:52.080> of<00:23:52.320> leads
there is the the first category of leads
there is the the first category of leads
which<00:23:52.960> we<00:23:53.200> call<00:23:53.440> them<00:23:53.679> P1s<00:23:54.480> for<00:23:54.799> lack<00:23:54.960> of<00:23:55.120> a
which we call them P1s for lack of a
which we call them P1s for lack of a
better<00:23:55.600> term<00:23:56.320> And<00:23:56.559> these<00:23:56.880> are<00:23:57.039> people<00:23:57.360> who<00:23:57.679> are
better term And these are people who are
better term And these are people who are
saying,"I<00:23:58.640> want<00:23:58.799> to<00:23:58.960> talk<00:23:59.200> to<00:23:59.360> your<00:23:59.520> sales
saying,"I want to talk to your sales
saying,"I want to talk to your sales
team<00:24:00.080> or<00:24:00.400> I<00:24:00.559> want<00:24:00.720> a<00:24:00.960> demo<00:24:01.200> of<00:24:01.440> your<00:24:01.600> product."
team or I want a demo of your product."
team or I want a demo of your product."
So<00:24:02.240> they're<00:24:02.480> coming<00:24:02.720> to<00:24:02.960> us<00:24:03.440> and<00:24:03.679> they're
So they're coming to us and they're
So they're coming to us and they're
actually<00:24:05.039> telling<00:24:05.440> us<00:24:06.240> that<00:24:06.640> this<00:24:06.880> is<00:24:06.960> what
actually telling us that this is what
actually telling us that this is what
they<00:24:07.440> want<00:24:07.600> to<00:24:07.840> see<00:24:08.720> Um<00:24:09.360> usually<00:24:09.919> there<00:24:10.159> is<00:24:10.320> a
they want to see Um usually there is a
they want to see Um usually there is a
ton<00:24:10.799> of<00:24:11.039> stuff<00:24:11.200> that<00:24:11.520> happened<00:24:12.000> before<00:24:12.480> they
ton of stuff that happened before they
ton of stuff that happened before they
became<00:24:13.200> such<00:24:13.440> a<00:24:13.600> lead<00:24:13.840> They've<00:24:14.159> done<00:24:14.480> a<00:24:14.720> bunch
became such a lead They've done a bunch
became such a lead They've done a bunch
of<00:24:15.039> research<00:24:15.360> on<00:24:15.600> their<00:24:15.760> own<00:24:16.080> They<00:24:16.320> could<00:24:16.400> have
of research on their own They could have
of research on their own They could have
joined<00:24:17.200> our<00:24:17.520> events<00:24:17.919> in<00:24:18.080> the<00:24:18.320> past<00:24:19.279> Um<00:24:20.000> but
joined our events in the past Um but
joined our events in the past Um but
those<00:24:20.640> are<00:24:20.960> the<00:24:21.279> best<00:24:21.840> you<00:24:22.000> know<00:24:22.080> the<00:24:22.320> best
those are the best you know the best
those are the best you know the best
leads<00:24:22.880> that<00:24:23.120> we<00:24:23.440> that<00:24:23.679> we<00:24:23.919> have<00:24:24.559> Uh<00:24:24.960> the<00:24:25.279> second
leads that we that we have Uh the second
leads that we that we have Uh the second
tier<00:24:26.240> are<00:24:26.640> people<00:24:26.960> who<00:24:27.279> are<00:24:27.840> interacting<00:24:28.480> with
tier are people who are interacting with
tier are people who are interacting with
our<00:24:29.039> stuff<00:24:29.279> but<00:24:29.520> not<00:24:29.760> necessarily<00:24:30.320> telling<00:24:30.640> us
our stuff but not necessarily telling us
our stuff but not necessarily telling us
that<00:24:31.039> they<00:24:31.200> want<00:24:31.279> to<00:24:31.440> talk<00:24:31.679> to<00:24:31.840> someone<00:24:32.559> So
that they want to talk to someone So
that they want to talk to someone So
there<00:24:33.039> is<00:24:33.279> kind<00:24:33.520> of<00:24:33.600> like<00:24:33.840> this<00:24:34.480> um<00:24:35.120> firstparty
there is kind of like this um firstparty
there is kind of like this um firstparty
intent<00:24:36.480> So<00:24:36.720> they<00:24:36.960> might<00:24:37.200> be<00:24:37.760> downloading<00:24:38.240> a
intent So they might be downloading a
intent So they might be downloading a
piece<00:24:38.720> of<00:24:38.960> content<00:24:39.279> on<00:24:39.600> our<00:24:39.919> website<00:24:40.799> They
piece of content on our website They
piece of content on our website They
might<00:24:41.440> have<00:24:41.679> stopped<00:24:42.080> by<00:24:42.320> our<00:24:42.559> booth<00:24:42.799> at<00:24:43.039> a
might have stopped by our booth at a
might have stopped by our booth at a
trade<00:24:43.440> show<00:24:43.600> and<00:24:43.840> talked<00:24:44.080> to<00:24:44.240> us<00:24:44.480> but<00:24:44.720> again
trade show and talked to us but again
trade show and talked to us but again
didn't<00:24:45.279> tell<00:24:45.440> us<00:24:45.600> they<00:24:45.840> want<00:24:46.000> to<00:24:46.080> follow<00:24:46.320> up<00:24:47.120> Um
didn't tell us they want to follow up Um
didn't tell us they want to follow up Um
and<00:24:48.159> they<00:24:48.400> are<00:24:48.559> usually<00:24:49.760> uh<00:24:50.159> it's<00:24:50.559> great<00:24:50.799> to
and they are usually uh it's great to
and they are usually uh it's great to
have<00:24:51.200> them<00:24:51.600> they<00:24:52.080> are<00:24:52.880> still<00:24:53.279> getting
have them they are still getting
have them they are still getting
nurtured<00:24:54.240> They're<00:24:54.480> still<00:24:54.799> getting<00:24:55.440> touched
nurtured They're still getting touched
nurtured They're still getting touched
and<00:24:56.799> there<00:24:57.120> might<00:24:57.360> be<00:24:57.679> they<00:24:57.919> might<00:24:58.159> become
and there might be they might become
and there might be they might become
this<00:24:59.120> top<00:24:59.440> priority<00:25:00.000> lead<00:25:00.640> Um<00:25:01.120> when<00:25:01.360> you<00:25:01.600> reach
this top priority lead Um when you reach
this top priority lead Um when you reach
out<00:25:01.919> to<00:25:02.000> them<00:25:02.240> they<00:25:02.400> say<00:25:02.640> actually<00:25:02.960> yes<00:25:03.279> I<00:25:03.440> do
out to them they say actually yes I do
out to them they say actually yes I do
want<00:25:03.760> to<00:25:03.840> talk<00:25:04.000> to<00:25:04.159> a<00:25:04.320> salesperson<00:25:04.880> but<00:25:05.120> we
want to talk to a salesperson but we
want to talk to a salesperson but we
don't<00:25:05.520> expect<00:25:05.840> that<00:25:06.159> high<00:25:06.400> of<00:25:06.720> a<00:25:06.960> conversion
don't expect that high of a conversion
don't expect that high of a conversion
rate<00:25:07.600> from<00:25:07.919> those<00:25:08.880> And<00:25:09.120> then<00:25:09.360> the<00:25:09.679> last
rate from those And then the last
rate from those And then the last
category<00:25:10.880> are<00:25:11.360> just<00:25:11.679> this<00:25:12.880> um<00:25:13.279> third-party
category are just this um third-party
category are just this um third-party
intent<00:25:14.880> and<00:25:15.200> those<00:25:15.520> are<00:25:15.840> people<00:25:16.159> that<00:25:16.640> we<00:25:17.440> we
intent and those are people that we we
intent and those are people that we we
haven't<00:25:18.080> really<00:25:18.320> interacted<00:25:18.720> with<00:25:18.960> or<00:25:19.200> we
haven't really interacted with or we
haven't really interacted with or we
don't<00:25:19.600> know<00:25:19.760> if<00:25:19.919> they've<00:25:20.240> interacted<00:25:20.640> with<00:25:20.799> us
don't know if they've interacted with us
don't know if they've interacted with us
or<00:25:21.360> not<00:25:22.080> For<00:25:22.240> example<00:25:23.120> we<00:25:23.440> went<00:25:23.679> to<00:25:24.000> an<00:25:24.320> event
or not For example we went to an event
or not For example we went to an event
and<00:25:25.279> as<00:25:25.600> part<00:25:25.760> of<00:25:25.840> our<00:25:26.159> sponsorship<00:25:26.880> they
and as part of our sponsorship they
and as part of our sponsorship they
provided<00:25:27.600> us<00:25:27.760> with<00:25:27.919> a<00:25:28.159> list<00:25:29.120> Okay<00:25:29.960> Well<00:25:30.960> these
provided us with a list Okay Well these
provided us with a list Okay Well these
people<00:25:31.760> on<00:25:32.000> the<00:25:32.159> list<00:25:32.559> could<00:25:32.880> have<00:25:33.120> heard
people on the list could have heard
people on the list could have heard
about<00:25:33.600> us<00:25:33.919> could<00:25:34.080> have<00:25:34.240> stopped<00:25:34.480> by<00:25:34.640> our<00:25:34.799> booth
about us could have stopped by our booth
about us could have stopped by our booth
or<00:25:35.360> maybe<00:25:35.600> they<00:25:35.840> just<00:25:36.000> had<00:25:36.240> nothing<00:25:36.480> to<00:25:36.720> do
or maybe they just had nothing to do
or maybe they just had nothing to do
with<00:25:36.960> us<00:25:37.200> whatsoever<00:25:38.320> So<00:25:38.640> those<00:25:39.039> we<00:25:39.360> don't
with us whatsoever So those we don't
with us whatsoever So those we don't
really<00:25:39.840> categorize<00:25:40.480> as<00:25:40.640> as<00:25:40.960> P1<00:25:41.440> P2<00:25:41.919> We<00:25:42.080> just
really categorize as as P1 P2 We just
really categorize as as P1 P2 We just
call<00:25:42.400> them<00:25:42.640> P3<00:25:43.200> Again<00:25:43.600> very<00:25:44.080> very<00:25:44.480> simple
call them P3 Again very very simple
call them P3 Again very very simple
terms<00:25:45.440> nothing<00:25:46.480> uh<00:25:46.640> sophisticated<00:25:47.440> there<00:25:48.080> Um
terms nothing uh sophisticated there Um
terms nothing uh sophisticated there Um
but<00:25:48.720> those<00:25:49.039> are<00:25:49.200> just<00:25:49.440> lists<00:25:49.840> that<00:25:50.000> we
but those are just lists that we
but those are just lists that we
typically<00:25:50.960> don't<00:25:51.360> have<00:25:51.840> any<00:25:52.320> people<00:25:52.720> follow
typically don't have any people follow
typically don't have any people follow
up<00:25:54.000> unless<00:25:54.480> they<00:25:55.039> monitor<00:25:55.520> them<00:25:55.679> and<00:25:55.919> they
up unless they monitor them and they
up unless they monitor them and they
watch<00:25:56.400> a<00:25:56.720> few<00:25:56.880> spikes<00:25:57.440> Oh<00:25:57.679> like<00:25:58.159> there's<00:25:58.559> more
watch a few spikes Oh like there's more
watch a few spikes Oh like there's more
activity<00:25:59.360> Maybe<00:25:59.600> I<00:25:59.840> should<00:26:00.000> reach<00:26:00.240> out<00:26:00.400> to
activity Maybe I should reach out to
activity Maybe I should reach out to
them<00:26:00.799> or<00:26:01.039> maybe<00:26:01.200> I<00:26:01.360> should<00:26:01.520> build<00:26:01.760> out<00:26:02.000> that
them or maybe I should build out that
them or maybe I should build out that
account<00:26:03.120> Um<00:26:03.440> and<00:26:03.679> we<00:26:03.840> do<00:26:04.000> some<00:26:04.159> automated
account Um and we do some automated
account Um and we do some automated
follow-up<00:26:05.279> emails<00:26:05.760> to<00:26:06.080> those<00:26:06.480> types<00:26:06.799> of
follow-up emails to those types of
follow-up emails to those types of
people<00:26:07.440> So<00:26:07.679> we<00:26:07.840> do<00:26:08.080> call<00:26:08.240> them<00:26:08.400> all<00:26:08.720> leads<00:26:09.360> but
people So we do call them all leads but
people So we do call them all leads but
they're<00:26:09.919> actually<00:26:10.400> not<00:26:10.720> leads<00:26:11.200> even<00:26:11.440> in<00:26:11.679> our
they're actually not leads even in our
they're actually not leads even in our
CRM<00:26:13.039> Um<00:26:13.360> but<00:26:13.600> they<00:26:13.760> are<00:26:13.919> just<00:26:14.159> people<00:26:14.400> who<00:26:14.720> did
CRM Um but they are just people who did
CRM Um but they are just people who did
something<00:26:15.200> and<00:26:15.520> one<00:26:15.760> person<00:26:16.080> could<00:26:16.400> be<00:26:16.799> a<00:26:17.039> lead
something and one person could be a lead
something and one person could be a lead
multiple<00:26:17.760> times<00:26:18.240> If<00:26:18.480> they<00:26:18.720> did<00:26:18.960> something<00:26:19.279> and
multiple times If they did something and
multiple times If they did something and
then<00:26:20.159> like<00:26:20.400> they<00:26:20.640> went<00:26:20.799> to<00:26:21.039> an<00:26:21.279> event<00:26:21.679> and<00:26:21.919> then
then like they went to an event and then
then like they went to an event and then
nothing<00:26:22.480> happened<00:26:22.880> after<00:26:23.279> and<00:26:23.520> then<00:26:23.760> a<00:26:23.919> couple
nothing happened after and then a couple
nothing happened after and then a couple
months<00:26:24.320> later<00:26:24.640> they<00:26:24.880> came<00:26:24.960> in<00:26:25.120> and<00:26:25.279> they<00:26:25.440> said
months later they came in and they said
months later they came in and they said
they<00:26:25.840> want<00:26:25.919> a<00:26:26.080> demo<00:26:26.480> they<00:26:26.720> are<00:26:26.880> again<00:26:27.679> a<00:26:28.000> lead
they want a demo they are again a lead
they want a demo they are again a lead
because<00:26:28.799> they<00:26:29.120> did<00:26:29.279> something<00:26:29.600> else
because they did something else
because they did something else
It<00:26:31.360> sounds<00:26:31.600> like<00:26:31.679> the<00:26:31.919> demo<00:26:32.320> was<00:26:32.559> really<00:26:32.880> that
It sounds like the demo was really that
It sounds like the demo was really that
first<00:26:34.400> initial<00:26:34.960> indicator<00:26:35.919> that<00:26:36.640> this<00:26:36.880> is<00:26:37.039> a
first initial indicator that this is a
first initial indicator that this is a
real<00:26:38.720> potential<00:26:39.279> buyer<00:26:40.320> Those<00:26:40.559> are<00:26:40.720> the<00:26:40.880> best
real potential buyer Those are the best
real potential buyer Those are the best
ones<00:26:41.360> Yeah<00:26:41.600> for<00:26:41.760> sure<00:26:43.120> Is<00:26:43.440> that<00:26:44.240> is<00:26:44.480> that<00:26:44.720> sort
ones Yeah for sure Is that is that sort
ones Yeah for sure Is that is that sort
of<00:26:45.320> your<00:26:46.320> barometer<00:26:47.400> of<00:26:48.400> if<00:26:48.720> things<00:26:48.960> are<00:26:49.120> going
of your barometer of if things are going
of your barometer of if things are going
well<00:26:49.760> and<00:26:50.000> up<00:26:50.480> you<00:26:50.640> know<00:26:50.720> we<00:26:50.960> talked<00:26:51.120> about
well and up you know we talked about
well and up you know we talked about
leading<00:26:51.520> indicators
leading indicators
leading indicators
um<00:26:53.240> and<00:26:54.240> let<00:26:54.480> so<00:26:54.720> let's<00:26:54.880> define<00:26:55.200> some<00:26:55.360> of<00:26:55.440> those
um and let so let's define some of those
um and let so let's define some of those
first<00:26:56.000> First<00:26:56.240> of<00:26:56.400> all<00:26:57.360> there's<00:26:58.320> all<00:26:58.559> types<00:26:58.799> of
first First of all there's all types of
first First of all there's all types of
different<00:26:59.679> ways<00:27:00.000> to<00:27:00.159> talk<00:27:00.320> about<00:27:00.559> data<00:27:01.520> right
different ways to talk about data right
different ways to talk about data right
So<00:27:02.559> yes
So yes
So yes
little<00:27:04.799> rapid<00:27:05.120> fire<00:27:05.279> here<00:27:05.520> I'm<00:27:05.679> going<00:27:05.679> to
little rapid fire here I'm going to
little rapid fire here I'm going to
steal<00:27:06.000> out<00:27:06.159> of<00:27:06.240> the<00:27:06.400> Elijah<00:27:06.799> playbook
steal out of the Elijah playbook
steal out of the Elijah playbook
Let's<00:27:09.600> just<00:27:09.679> I'm<00:27:09.919> just<00:27:10.000> going<00:27:10.080> to<00:27:10.159> give<00:27:10.320> you
Let's just I'm just going to give you
Let's just I'm just going to give you
some<00:27:10.640> key<00:27:11.039> some<00:27:11.360> words<00:27:12.000> that<00:27:12.320> we<00:27:12.480> all<00:27:12.720> sort<00:27:12.880> of
some key some words that we all sort of
some key some words that we all sort of
recognize<00:27:13.440> but<00:27:13.600> I<00:27:13.760> want<00:27:13.840> to<00:27:13.919> know<00:27:14.000> what<00:27:14.240> your
recognize but I want to know what your
recognize but I want to know what your
very<00:27:15.279> quick<00:27:16.080> definition<00:27:16.640> is<00:27:17.440> off<00:27:17.679> top<00:27:17.840> of<00:27:17.919> your
very quick definition is off top of your
very quick definition is off top of your
head<00:27:19.039> Oh<00:27:19.520> Uh<00:27:19.760> oh<00:27:20.000> No<00:27:20.240> pressure<00:27:21.200> No<00:27:21.360> pressure<00:27:21.840> No
head Oh Uh oh No pressure No pressure No
head Oh Uh oh No pressure No pressure No
no<00:27:22.480> no<00:27:22.640> We're<00:27:22.880> just<00:27:22.960> going<00:27:23.120> to<00:27:23.200> give<00:27:23.360> people<00:27:23.600> a
no no We're just going to give people a
no no We're just going to give people a
little<00:27:23.919> bit<00:27:24.080> of<00:27:24.159> a<00:27:24.559> um<00:27:25.279> you<00:27:25.440> know<00:27:25.520> because
little bit of a um you know because
little bit of a um you know because
every<00:27:26.000> all<00:27:26.159> these<00:27:26.400> words<00:27:26.640> mean<00:27:26.880> something<00:27:27.120> a
every all these words mean something a
every all these words mean something a
little<00:27:27.440> bit<00:27:27.600> different<00:27:27.840> to<00:27:28.000> everybody<00:27:28.400> So<00:27:28.480> we
little bit different to everybody So we
little bit different to everybody So we
just<00:27:28.799> want<00:27:28.880> to<00:27:29.039> get<00:27:29.120> a<00:27:29.279> baseline<00:27:29.679> of<00:27:29.760> what<00:27:29.919> they
just want to get a baseline of what they
just want to get a baseline of what they
mean<00:27:30.159> to<00:27:30.320> you<00:27:30.960> Okay<00:27:31.919> Okay<00:27:32.720> Um<00:27:33.200> goals
mean to you Okay Okay Um goals
mean to you Okay Okay Um goals
um<00:27:35.919> targets<00:27:36.480> that<00:27:36.720> you<00:27:36.960> have<00:27:37.039> to
um targets that you have to
um targets that you have to
reach<00:27:38.880> KPIs
um<00:27:42.960> numbers<00:27:43.440> you<00:27:43.679> look<00:27:43.840> at<00:27:44.080> to<00:27:44.320> determine<00:27:44.640> if
um numbers you look at to determine if
um numbers you look at to determine if
you're<00:27:45.120> successful<00:27:45.520> in<00:27:45.840> whatever<00:27:46.080> it<00:27:46.240> is<00:27:46.400> that
you're successful in whatever it is that
you're successful in whatever it is that
you're<00:27:46.720> trying<00:27:46.880> to
you're trying to
you're trying to
do<00:27:48.720> Leading
do Leading
do Leading
indicators<00:27:51.279> Uh<00:27:52.000> also<00:27:52.480> numbers<00:27:53.440> that<00:27:53.760> might
indicators Uh also numbers that might
indicators Uh also numbers that might
suggest<00:27:54.720> that<00:27:55.039> you<00:27:55.200> may<00:27:55.360> or<00:27:55.600> may<00:27:55.760> not<00:27:56.000> be
suggest that you may or may not be
suggest that you may or may not be
successful<00:27:56.720> and<00:27:57.039> need<00:27:57.200> to<00:27:57.440> dive<00:27:57.760> deeper<00:27:58.080> to
successful and need to dive deeper to
successful and need to dive deeper to
determine<00:27:58.880> what's<00:27:59.200> going<00:27:59.440> on<00:28:00.000> to<00:28:00.320> help<00:28:00.640> reach
determine what's going on to help reach
determine what's going on to help reach
those
those
those
goals
goals
goals
Um<00:28:06.000> data
Um data
Um data
Oh<00:28:08.480> that's<00:28:08.799> a<00:28:09.039> tough<00:28:09.279> one<00:28:09.840> There's<00:28:10.320> you<00:28:10.559> can't
Oh that's a tough one There's you can't
Oh that's a tough one There's you can't
have<00:28:10.960> a<00:28:11.200> quick<00:28:11.600> quick<00:28:12.000> answer<00:28:12.320> to<00:28:12.640> that<00:28:13.600> Uh
have a quick quick answer to that Uh
have a quick quick answer to that Uh
it's<00:28:15.080> it's<00:28:16.080> h<00:28:16.960> you<00:28:17.200> got<00:28:17.360> me<00:28:17.600> there<00:28:17.919> Um<00:28:18.559> it's
it's it's h you got me there Um it's
it's it's h you got me there Um it's
it's<00:28:19.200> really<00:28:19.720> everything<00:28:20.720> And<00:28:20.960> it<00:28:21.200> could<00:28:21.360> be
it's really everything And it could be
it's really everything And it could be
numbers<00:28:23.039> It<00:28:23.279> could<00:28:23.559> be<00:28:24.559> data<00:28:24.960> about<00:28:25.440> your
numbers It could be data about your
numbers It could be data about your
prospects<00:28:26.559> and<00:28:26.880> your<00:28:27.480> customers<00:28:28.480> Um<00:28:28.960> it<00:28:29.200> could
prospects and your customers Um it could
prospects and your customers Um it could
be<00:28:29.679> your<00:28:30.000> activity<00:28:30.880> It's<00:28:31.039> it's<00:28:31.520> actually
be your activity It's it's actually
be your activity It's it's actually
everything<00:28:32.799> that<00:28:33.120> you<00:28:33.360> do<00:28:34.159> and<00:28:34.679> use<00:28:35.679> to<00:28:35.919> to
everything that you do and use to to
everything that you do and use to to
to<00:28:37.600> operate<00:28:38.159> really<00:28:38.480> You<00:28:38.720> can't<00:28:38.960> you<00:28:39.200> can't<00:28:39.360> do
to operate really You can't you can't do
to operate really You can't you can't do
it<00:28:39.679> without<00:28:39.919> data<00:28:41.000> Um<00:28:42.000> so<00:28:42.399> it<00:28:42.720> is<00:28:42.799> a<00:28:43.039> hard<00:28:43.200> one
it without data Um so it is a hard one
it without data Um so it is a hard one
to<00:28:43.679> define<00:28:44.080> quickly<00:28:44.480> I<00:28:44.720> think<00:28:45.360> Yeah<00:28:45.679> No<00:28:45.919> that's
to define quickly I think Yeah No that's
to define quickly I think Yeah No that's
great<00:28:46.240> because<00:28:46.480> there's<00:28:46.640> also<00:28:46.960> qualitative
great because there's also qualitative
great because there's also qualitative
which<00:28:47.760> you<00:28:47.919> sort<00:28:48.080> of<00:28:48.159> leaned<00:28:48.480> on<00:28:49.279> which
which you sort of leaned on which
which you sort of leaned on which
is<00:28:51.600> what<00:28:51.840> qualitative<00:28:52.240> data<00:28:52.559> is<00:28:52.960> What's<00:28:53.120> that
is what qualitative data is What's that
is what qualitative data is What's that
mean<00:28:53.440> to
mean to
mean to
you<00:28:55.640> Um<00:28:56.640> qualitative<00:28:57.440> data<00:28:57.919> it's<00:28:58.720> good<00:28:59.039> good
you Um qualitative data it's good good
you Um qualitative data it's good good
data<00:28:59.919> the<00:29:00.080> one<00:29:00.240> that<00:29:00.399> you<00:29:00.559> can<00:29:00.720> actually<00:29:00.960> use
data the one that you can actually use
data the one that you can actually use
to<00:29:01.440> make<00:29:01.679> decisions
um<00:29:06.159> versus<00:29:06.559> quant<00:29:07.200> quantitative<00:29:08.240> and<00:29:08.480> that's
um versus quant quantitative and that's
um versus quant quantitative and that's
pure<00:29:09.480> numbers<00:29:10.559> Um<00:29:11.200> so<00:29:11.600> qualitative<00:29:12.240> could<00:29:12.480> be
pure numbers Um so qualitative could be
pure numbers Um so qualitative could be
also<00:29:13.360> um<00:29:14.000> anecdotal<00:29:14.720> and<00:29:15.039> that's<00:29:15.200> that's<00:29:15.600> okay
also um anecdotal and that's that's okay
also um anecdotal and that's that's okay
Anecdotal<00:29:16.799> doesn't<00:29:17.120> mean<00:29:17.279> bad
Anecdotal doesn't mean bad
Anecdotal doesn't mean bad
I<00:29:19.039> like<00:29:19.200> that<00:29:19.919> I<00:29:20.080> like<00:29:20.360> that<00:29:21.360> So<00:29:21.600> in<00:29:21.840> terms<00:29:22.080> of
I like that I like that So in terms of
I like that I like that So in terms of
the<00:29:23.520> in<00:29:23.919> separating<00:29:24.399> some<00:29:24.559> of<00:29:24.640> these<00:29:24.799> things
the in separating some of these things
the in separating some of these things
we've<00:29:25.279> mentioned<00:29:25.600> a<00:29:25.840> lot<00:29:25.919> of<00:29:26.000> the<00:29:26.240> different
we've mentioned a lot of the different
we've mentioned a lot of the different
types<00:29:26.880> of<00:29:27.360> data<00:29:28.159> that<00:29:28.480> you<00:29:29.080> measure<00:29:30.080> Let's
types of data that you measure Let's
types of data that you measure Let's
bucket<00:29:31.080> them<00:29:32.080> So<00:29:32.720> what<00:29:32.960> would<00:29:33.120> you<00:29:33.279> consider<00:29:33.760> a
bucket them So what would you consider a
bucket them So what would you consider a
goal<00:29:35.840> in<00:29:36.080> terms<00:29:36.240> of<00:29:36.399> some<00:29:36.640> of<00:29:37.159> the<00:29:38.159> metrics<00:29:38.559> we
goal in terms of some of the metrics we
goal in terms of some of the metrics we
we<00:29:39.039> mentioned<00:29:39.520> metrics<00:29:39.840> is<00:29:40.000> probably<00:29:40.159> another
we mentioned metrics is probably another
we mentioned metrics is probably another
good<00:29:40.559> word<00:29:40.799> too<00:29:41.520> Yeah<00:29:41.919> So<00:29:42.080> for<00:29:42.399> us<00:29:42.720> it<00:29:43.039> is<00:29:43.440> for
good word too Yeah So for us it is for
good word too Yeah So for us it is for
Thread<00:29:44.000> Connect<00:29:44.320> specifically<00:29:44.880> it<00:29:45.039> is<00:29:45.120> a
Thread Connect specifically it is a
Thread Connect specifically it is a
pipeline<00:29:45.840> goal<00:29:46.159> and<00:29:46.399> a<00:29:46.640> revenue<00:29:47.320> goal<00:29:48.320> Um<00:29:48.640> and
pipeline goal and a revenue goal Um and
pipeline goal and a revenue goal Um and
that's<00:29:49.200> the<00:29:49.440> primary<00:29:49.840> goal<00:29:50.159> and<00:29:50.399> then<00:29:50.559> I<00:29:50.799> guess
that's the primary goal and then I guess
that's the primary goal and then I guess
we<00:29:51.120> do<00:29:51.360> have<00:29:51.520> some<00:29:51.840> secondary
we do have some secondary
we do have some secondary
goals<00:29:54.080> that<00:29:54.480> are<00:29:54.960> focused<00:29:55.440> on<00:29:56.080> opportunity
goals that are focused on opportunity
goals that are focused on opportunity
sales<00:29:57.440> qualified<00:29:57.919> opportunity<00:29:58.640> meetings<00:29:59.360> and
sales qualified opportunity meetings and
sales qualified opportunity meetings and
and<00:30:00.120> leads<00:30:01.159> Um<00:30:02.159> so<00:30:02.720> and<00:30:02.880> so<00:30:03.039> those<00:30:03.200> aren't<00:30:03.440> KPIs
and leads Um so and so those aren't KPIs
and leads Um so and so those aren't KPIs
those<00:30:04.240> are<00:30:04.399> actual<00:30:04.799> goals<00:30:05.600> Those<00:30:06.080> are<00:30:06.320> goals
those are actual goals Those are goals
those are actual goals Those are goals
that<00:30:07.039> could<00:30:07.279> be<00:30:07.520> KPIs<00:30:08.240> or<00:30:08.559> leading<00:30:09.000> indicators
that could be KPIs or leading indicators
that could be KPIs or leading indicators
but<00:30:10.240> they<00:30:10.559> are<00:30:10.880> where<00:30:11.200> we're<00:30:11.520> trying<00:30:11.760> to<00:30:12.039> be
but they are where we're trying to be
but they are where we're trying to be
with<00:30:13.440> those<00:30:13.840> numbers<00:30:14.960> Okay<00:30:15.200> So<00:30:15.440> goals<00:30:15.760> are<00:30:15.919> the
with those numbers Okay So goals are the
with those numbers Okay So goals are the
number<00:30:16.640> and<00:30:17.120> that<00:30:17.440> you<00:30:17.600> have<00:30:17.679> to<00:30:17.919> hit<00:30:18.640> Yeah
number and that you have to hit Yeah
number and that you have to hit Yeah
This<00:30:19.120> is<00:30:19.200> the<00:30:19.440> thing<00:30:19.679> and<00:30:19.919> we<00:30:20.080> got<00:30:20.159> to<00:30:20.320> get
This is the thing and we got to get
This is the thing and we got to get
there<00:30:21.039> Yeah<00:30:21.520> Exactly<00:30:22.559> Okay<00:30:23.279> And<00:30:23.440> then<00:30:23.600> in
there Yeah Exactly Okay And then in
there Yeah Exactly Okay And then in
terms<00:30:24.000> of<00:30:24.080> KPIs<00:30:24.720> you're<00:30:24.880> looking<00:30:25.120> you
terms of KPIs you're looking you
terms of KPIs you're looking you
mentioned<00:30:25.520> some<00:30:25.679> of<00:30:25.840> them<00:30:26.000> in<00:30:26.159> terms<00:30:26.320> of<00:30:26.559> the
mentioned some of them in terms of the
mentioned some of them in terms of the
meeting<00:30:27.120> set<00:30:27.360> and<00:30:27.520> those<00:30:27.679> sort<00:30:27.840> of<00:30:27.919> things<00:30:28.080> So
meeting set and those sort of things So
meeting set and those sort of things So
those<00:30:28.559> are<00:30:29.200> the<00:30:29.919> how<00:30:30.320> so<00:30:30.559> how's<00:30:30.880> the<00:30:31.039> KPI
those are the how so how's the KPI
those are the how so how's the KPI
different<00:30:32.000> than<00:30:32.399> the<00:30:32.640> goal<00:30:32.960> then<00:30:33.200> and<00:30:33.279> how<00:30:33.440> you
different than the goal then and how you
different than the goal then and how you
look<00:30:34.200> at<00:30:35.200> how<00:30:35.520> you're<00:30:35.760> performing<00:30:36.320> on<00:30:36.559> a
look at how you're performing on a
look at how you're performing on a
regular<00:30:37.039> basis<00:30:38.000> How<00:30:38.159> are<00:30:38.320> you<00:30:38.399> using<00:30:38.720> these
regular basis How are you using these
regular basis How are you using these
things<00:30:39.200> differently<00:30:40.159> There<00:30:40.399> are<00:30:40.720> some<00:30:41.039> that
things differently There are some that
things differently There are some that
we're<00:30:41.600> looking<00:30:41.840> at<00:30:42.480> all<00:30:42.640> the<00:30:42.880> time<00:30:43.279> I<00:30:43.600> look<00:30:43.679> at
we're looking at all the time I look at
we're looking at all the time I look at
them<00:30:44.080> every<00:30:44.399> day<00:30:44.799> But<00:30:44.960> as<00:30:45.200> a<00:30:45.440> business<00:30:45.840> as<00:30:46.080> a
them every day But as a business as a
them every day But as a business as a
group<00:30:46.559> of<00:30:47.360> um<00:30:47.520> we<00:30:47.760> have<00:30:47.840> a<00:30:48.080> meeting<00:30:48.399> every<00:30:48.720> week
group of um we have a meeting every week
group of um we have a meeting every week
and<00:30:49.200> we<00:30:49.360> look<00:30:49.520> at<00:30:49.679> those<00:30:49.919> KPIs<00:30:50.640> which<00:30:50.880> is<00:30:51.039> what
and we look at those KPIs which is what
and we look at those KPIs which is what
I<00:30:51.440> mentioned<00:30:51.840> pipeline<00:30:53.120> um<00:30:53.360> SQLs<00:30:54.000> which<00:30:54.240> are
I mentioned pipeline um SQLs which are
I mentioned pipeline um SQLs which are
actually<00:30:54.880> salesqualified<00:30:55.760> opportunities
actually salesqualified opportunities
actually salesqualified opportunities
um<00:30:57.679> and<00:30:58.000> revenue<00:30:58.480> and<00:30:58.720> and<00:30:59.120> this<00:30:59.360> is<00:30:59.600> kind<00:30:59.840> of<00:30:59.919> a
um and revenue and and this is kind of a
um and revenue and and this is kind of a
a<00:31:00.720> joint<00:31:01.120> broad<00:31:01.520> meeting<00:31:02.640> um<00:31:02.799> and<00:31:03.039> then<00:31:03.279> the
a joint broad meeting um and then the
a joint broad meeting um and then the
leading<00:31:03.919> indicators<00:31:04.480> that<00:31:04.799> also<00:31:05.120> have<00:31:05.360> goals
leading indicators that also have goals
leading indicators that also have goals
If<00:31:06.399> we're<00:31:06.640> not<00:31:06.960> meeting<00:31:07.279> a<00:31:07.520> particular<00:31:07.919> goal
If we're not meeting a particular goal
If we're not meeting a particular goal
in<00:31:08.320> a<00:31:08.480> KPI<00:31:09.120> then<00:31:09.440> we<00:31:09.600> would<00:31:09.840> dive<00:31:10.159> deeper<00:31:10.799> to
in a KPI then we would dive deeper to
in a KPI then we would dive deeper to
try<00:31:11.279> and<00:31:11.440> understand<00:31:12.000> why<00:31:12.640> And<00:31:12.880> that's<00:31:13.120> where
try and understand why And that's where
try and understand why And that's where
those<00:31:13.520> leading<00:31:13.840> indicators<00:31:14.559> come<00:31:14.880> to<00:31:15.120> play
those leading indicators come to play
those leading indicators come to play
And<00:31:16.000> some<00:31:16.240> of<00:31:16.320> them<00:31:16.559> we<00:31:16.880> measure<00:31:17.520> very
And some of them we measure very
And some of them we measure very
regularly<00:31:18.640> Like<00:31:18.960> leads<00:31:19.279> is<00:31:19.440> a<00:31:19.679> simple<00:31:19.919> one<00:31:20.159> We
regularly Like leads is a simple one We
regularly Like leads is a simple one We
measure<00:31:20.640> them<00:31:20.880> We<00:31:21.039> don't<00:31:21.200> necessarily<00:31:21.679> talk
measure them We don't necessarily talk
measure them We don't necessarily talk
about<00:31:22.080> them<00:31:22.320> every<00:31:22.640> week<00:31:22.880> but<00:31:23.120> we<00:31:23.279> talk<00:31:23.520> about
about them every week but we talk about
about them every week but we talk about
them<00:31:23.919> when<00:31:24.159> it<00:31:24.399> matters<00:31:24.720> or<00:31:24.960> when<00:31:25.120> it's
them when it matters or when it's
them when it matters or when it's
important<00:31:26.159> or<00:31:26.480> when<00:31:26.640> it<00:31:26.799> tells<00:31:27.039> a<00:31:27.200> good<00:31:27.440> story
important or when it tells a good story
important or when it tells a good story
Um<00:31:28.960> there<00:31:29.200> are<00:31:29.440> some<00:31:29.679> that<00:31:29.919> we<00:31:30.159> don't<00:31:30.320> measure
Um there are some that we don't measure
Um there are some that we don't measure
and<00:31:30.880> look<00:31:30.960> at<00:31:31.120> every<00:31:31.440> week<00:31:31.760> We<00:31:32.000> only<00:31:32.240> look<00:31:32.480> at
and look at every week We only look at
and look at every week We only look at
it<00:31:32.799> we<00:31:33.039> have<00:31:33.120> an<00:31:33.279> ability<00:31:33.600> to<00:31:33.840> measure<00:31:34.159> it<00:31:34.320> but
it we have an ability to measure it but
it we have an ability to measure it but
only<00:31:34.880> look<00:31:35.039> at<00:31:35.120> it<00:31:35.360> when<00:31:35.520> we<00:31:35.679> need<00:31:35.840> to<00:31:36.000> do<00:31:36.159> an
only look at it when we need to do an
only look at it when we need to do an
even<00:31:36.640> deeper<00:31:37.039> dive<00:31:37.760> into<00:31:38.159> why<00:31:38.480> something<00:31:38.880> is
even deeper dive into why something is
even deeper dive into why something is
happening<00:31:39.440> or<00:31:39.679> not<00:31:40.000> happening<00:31:40.880> And<00:31:41.120> those
happening or not happening And those
happening or not happening And those
could<00:31:41.760> be<00:31:42.000> your<00:31:42.640> impressions<00:31:43.440> and<00:31:43.840> clicks<00:31:44.399> and
could be your impressions and clicks and
could be your impressions and clicks and
open<00:31:45.120> rates<00:31:45.600> and<00:31:46.559> um<00:31:46.880> you<00:31:47.039> know<00:31:47.120> we<00:31:47.360> don't
open rates and um you know we don't
open rates and um you know we don't
necessarily<00:31:48.080> talk<00:31:48.320> about<00:31:48.640> them<00:31:49.039> with<00:31:49.440> broader
necessarily talk about them with broader
necessarily talk about them with broader
with<00:31:50.559> CRO<00:31:51.039> and<00:31:51.279> CFO<00:31:52.559> um<00:31:52.799> groups<00:31:53.679> but<00:31:54.000> sometimes
with CRO and CFO um groups but sometimes
with CRO and CFO um groups but sometimes
it<00:31:54.640> is<00:31:54.880> important<00:31:55.440> and<00:31:55.679> and<00:31:56.000> so<00:31:56.240> we<00:31:56.480> have<00:31:56.559> a<00:31:56.720> way
it is important and and so we have a way
it is important and and so we have a way
to<00:31:56.960> measure<00:31:57.279> it<00:31:57.360> and<00:31:57.519> we<00:31:57.760> look<00:31:57.919> at<00:31:58.080> it<00:31:58.640> when
to measure it and we look at it when
to measure it and we look at it when
it's<00:31:59.200> needed<00:31:59.600> Now<00:31:59.840> I'm<00:32:00.080> sure<00:32:00.640> my<00:32:00.960> digital
it's needed Now I'm sure my digital
it's needed Now I'm sure my digital
marketing<00:32:01.679> manager<00:32:02.240> looks<00:32:02.480> at<00:32:03.039> clicks<00:32:03.360> and
marketing manager looks at clicks and
marketing manager looks at clicks and
impressions<00:32:04.399> every<00:32:04.799> day<00:32:05.679> as<00:32:06.000> well<00:32:06.159> because
impressions every day as well because
impressions every day as well because
that's<00:32:06.720> her<00:32:07.039> life<00:32:07.360> I<00:32:07.760> don't<00:32:08.640> necessarily<00:32:09.279> do
that's her life I don't necessarily do
that's her life I don't necessarily do
that<00:32:09.760> but<00:32:10.080> we<00:32:10.320> have<00:32:10.399> a<00:32:10.640> way<00:32:10.799> to<00:32:11.279> to<00:32:11.679> get<00:32:11.840> it<00:32:12.000> if
that but we have a way to to get it if
that but we have a way to to get it if
we<00:32:12.480> need<00:32:12.559> it<00:32:13.200> as<00:32:13.440> an<00:32:13.679> indicator
we need it as an indicator
we need it as an indicator
Does<00:32:16.039> each<00:32:17.039> part<00:32:17.360> of<00:32:17.519> your<00:32:17.760> team<00:32:18.640> depending<00:32:18.960> on
Does each part of your team depending on
Does each part of your team depending on
their<00:32:19.279> role<00:32:19.519> and<00:32:19.679> responsibility<00:32:20.399> have
their role and responsibility have
their role and responsibility have
different<00:32:20.960> KPIs<00:32:21.519> that<00:32:21.679> they're<00:32:22.000> trying<00:32:22.159> to
different KPIs that they're trying to
different KPIs that they're trying to
hit<00:32:22.640> knowing<00:32:22.880> that<00:32:23.039> it's<00:32:23.360> going<00:32:23.519> to<00:32:23.679> ladder<00:32:24.080> up
hit knowing that it's going to ladder up
hit knowing that it's going to ladder up
to<00:32:26.080> the<00:32:26.640> broader<00:32:27.039> KPIs<00:32:27.519> and<00:32:27.760> goals<00:32:28.080> or<00:32:28.320> is<00:32:28.480> it
to the broader KPIs and goals or is it
to the broader KPIs and goals or is it
just<00:32:28.799> everybody's<00:32:29.600> getting<00:32:29.840> after<00:32:30.240> revenue
just everybody's getting after revenue
just everybody's getting after revenue
um<00:32:32.480> our<00:32:32.720> KPIs<00:32:33.440> are<00:32:33.880> joint<00:32:34.880> but<00:32:35.200> then<00:32:35.600> each
um our KPIs are joint but then each
um our KPIs are joint but then each
functional<00:32:37.360> um<00:32:37.760> leader<00:32:38.480> creates<00:32:38.960> their<00:32:39.279> own
functional um leader creates their own
functional um leader creates their own
objectives<00:32:40.399> that<00:32:40.720> they<00:32:41.039> can<00:32:41.360> directly
objectives that they can directly
objectives that they can directly
control<00:32:42.640> that<00:32:42.960> contribute<00:32:43.440> to<00:32:43.679> those<00:32:44.480> um
control that contribute to those um
control that contribute to those um
joint<00:32:45.159> KPIs<00:32:46.159> So<00:32:46.480> for<00:32:46.640> example<00:32:47.120> if<00:32:47.279> we're
joint KPIs So for example if we're
joint KPIs So for example if we're
talking<00:32:47.760> about<00:32:48.000> digital<00:32:48.480> marketing<00:32:49.279> it<00:32:49.519> could
talking about digital marketing it could
talking about digital marketing it could
be<00:32:50.000> something<00:32:50.399> about<00:32:51.480> specifically<00:32:52.480> pipeline
be something about specifically pipeline
be something about specifically pipeline
that's<00:32:53.440> generated<00:32:54.000> from<00:32:54.480> digital<00:32:54.880> marketing
that's generated from digital marketing
that's generated from digital marketing
efforts<00:32:56.080> If<00:32:56.320> we're<00:32:56.559> talking<00:32:56.720> about<00:32:57.039> events<00:32:58.000> it
efforts If we're talking about events it
efforts If we're talking about events it
could<00:32:58.399> be<00:32:58.559> pipeline<00:32:59.120> generated<00:32:59.600> from<00:32:59.840> events
could be pipeline generated from events
could be pipeline generated from events
but<00:33:00.480> then<00:33:00.640> also<00:33:00.960> the<00:33:01.519> what<00:33:02.159> contributes<00:33:02.640> to
but then also the what contributes to
but then also the what contributes to
that<00:33:03.039> is<00:33:04.039> attendance<00:33:05.039> registration<00:33:05.760> rates
that is attendance registration rates
that is attendance registration rates
things<00:33:06.640> like<00:33:06.799> that<00:33:07.679> So<00:33:08.480> um<00:33:08.720> you<00:33:09.039> do<00:33:09.600> end<00:33:09.840> up
things like that So um you do end up
things like that So um you do end up
taking<00:33:10.880> this<00:33:11.120> joint<00:33:11.519> goal<00:33:12.159> and<00:33:12.399> then
taking this joint goal and then
taking this joint goal and then
trickling<00:33:13.679> down<00:33:14.240> to<00:33:14.880> all<00:33:15.120> of<00:33:15.360> those<00:33:15.679> things
trickling down to all of those things
trickling down to all of those things
that<00:33:16.320> make<00:33:16.559> that<00:33:16.799> goal<00:33:17.760> um<00:33:17.919> a<00:33:18.279> reality<00:33:19.279> that
that make that goal um a reality that
that make that goal um a reality that
distributes<00:33:20.240> across<00:33:20.640> different<00:33:20.960> functional
distributes across different functional
distributes across different functional
areas
areas
areas
Let's<00:33:23.279> talk<00:33:23.440> about<00:33:23.600> attribution<00:33:24.159> for<00:33:24.320> a
Let's talk about attribution for a
Let's talk about attribution for a
second<00:33:24.799> because<00:33:25.120> that<00:33:25.440> makes<00:33:25.600> that<00:33:25.840> very
second because that makes that very
second because that makes that very
interesting<00:33:26.720> in<00:33:27.039> terms<00:33:27.559> of
interesting in terms of
interesting in terms of
again<00:33:30.080> not<00:33:30.399> try<00:33:30.720> you<00:33:30.880> know<00:33:31.039> ownership<00:33:31.919> right
again not try you know ownership right
again not try you know ownership right
so<00:33:32.320> if<00:33:32.559> you're<00:33:32.720> saying<00:33:33.440> digital<00:33:33.760> marketing<00:33:34.080> is
so if you're saying digital marketing is
so if you're saying digital marketing is
responsible<00:33:34.960> for<00:33:35.760> you<00:33:35.919> know<00:33:36.159> a<00:33:36.399> certain
responsible for you know a certain
responsible for you know a certain
amount<00:33:36.799> of<00:33:36.960> pipeline<00:33:37.279> that<00:33:37.519> they<00:33:37.679> have<00:33:37.760> to
amount of pipeline that they have to
amount of pipeline that they have to
sort<00:33:38.000> of<00:33:38.080> back<00:33:38.320> into<00:33:39.279> does<00:33:39.440> it<00:33:39.679> matter<00:33:40.399> that
sort of back into does it matter that
sort of back into does it matter that
somebody<00:33:41.399> else<00:33:42.399> how's<00:33:42.720> attribution<00:33:43.279> play
somebody else how's attribution play
somebody else how's attribution play
into<00:33:43.919> the<00:33:44.159> multiple<00:33:44.559> touch<00:33:44.799> points<00:33:45.120> and<00:33:45.440> who
into the multiple touch points and who
into the multiple touch points and who
gets<00:33:46.000> credit<00:33:46.240> for<00:33:46.480> what<00:33:46.880> so<00:33:47.039> to<00:33:47.279> speak
gets credit for what so to speak
gets credit for what so to speak
h<00:33:49.600> yeah<00:33:50.000> we<00:33:50.399> we<00:33:50.880> attribution<00:33:51.519> is<00:33:51.840> tricky<00:33:52.080> key
h yeah we we attribution is tricky key
h yeah we we attribution is tricky key
and
and
and
we<00:33:56.240> do<00:33:56.559> have<00:33:56.880> attribution<00:33:57.679> We<00:33:57.919> look<00:33:58.080> at<00:33:58.240> it<00:33:58.960> um
we do have attribution We look at it um
we do have attribution We look at it um
but<00:33:59.360> we<00:33:59.519> we<00:33:59.840> don't<00:34:00.000> look<00:34:00.159> at<00:34:00.320> just<00:34:00.480> the<00:34:00.640> one<00:34:01.360> um
but we we don't look at just the one um
but we we don't look at just the one um
layer<00:34:01.919> of<00:34:02.080> it<00:34:02.320> because<00:34:02.640> we<00:34:02.880> have<00:34:03.440> first<00:34:03.679> touch
layer of it because we have first touch
layer of it because we have first touch
and<00:34:04.240> last<00:34:04.480> touch<00:34:05.360> Um<00:34:06.000> and<00:34:06.480> that<00:34:06.880> just<00:34:07.120> helps<00:34:07.440> us
and last touch Um and that just helps us
and last touch Um and that just helps us
we<00:34:08.159> actually<00:34:08.560> rarely<00:34:08.960> even<00:34:09.280> bring<00:34:09.440> it<00:34:09.679> outside
we actually rarely even bring it outside
we actually rarely even bring it outside
of<00:34:10.320> marketing<00:34:11.520> um<00:34:11.679> it<00:34:11.919> just<00:34:12.079> helps<00:34:12.320> us
of marketing um it just helps us
of marketing um it just helps us
determine<00:34:12.960> which<00:34:13.200> campaigns<00:34:13.839> help<00:34:14.159> get
determine which campaigns help get
determine which campaigns help get
people<00:34:14.639> into<00:34:14.960> the<00:34:15.200> system<00:34:15.440> or<00:34:15.760> start
people into the system or start
people into the system or start
educating<00:34:16.560> them<00:34:16.800> versus<00:34:17.280> push<00:34:17.520> them<00:34:17.760> through
educating them versus push them through
educating them versus push them through
that<00:34:18.240> line<00:34:18.560> of<00:34:19.839> um<00:34:20.480> becoming<00:34:20.879> in<00:34:21.119> a<00:34:21.320> pipeline
that line of um becoming in a pipeline
that line of um becoming in a pipeline
And<00:34:22.800> honestly<00:34:23.280> you<00:34:23.440> do<00:34:23.679> see<00:34:23.760> a<00:34:23.919> lot<00:34:24.000> of<00:34:24.079> these
And honestly you do see a lot of these
And honestly you do see a lot of these
demo<00:34:24.639> requests<00:34:24.960> in<00:34:25.200> last<00:34:25.440> touch<00:34:26.079> because
demo requests in last touch because
demo requests in last touch because
that's<00:34:27.119> what<00:34:27.359> it<00:34:27.520> takes<00:34:27.760> for<00:34:28.000> them<00:34:28.159> to<00:34:28.879> become
that's what it takes for them to become
that's what it takes for them to become
interested<00:34:30.240> And<00:34:30.399> then<00:34:30.720> as<00:34:31.040> first<00:34:31.359> touch
interested And then as first touch
interested And then as first touch
oftentimes<00:34:32.480> you<00:34:32.720> see<00:34:33.040> things<00:34:33.280> like<00:34:33.560> events<00:34:34.560> or
oftentimes you see things like events or
oftentimes you see things like events or
webinars<00:34:36.159> or<00:34:37.040> content<00:34:37.520> downloads<00:34:38.159> things
webinars or content downloads things
webinars or content downloads things
like<00:34:38.639> that<00:34:39.520> Um<00:34:40.000> so<00:34:40.240> you<00:34:40.480> can't<00:34:40.879> only<00:34:41.280> look<00:34:41.520> at
like that Um so you can't only look at
like that Um so you can't only look at
last<00:34:42.399> touch<00:34:42.879> or<00:34:43.200> first<00:34:43.520> touch<00:34:44.480> and<00:34:44.800> say<00:34:45.200> this
last touch or first touch and say this
last touch or first touch and say this
is<00:34:45.760> what<00:34:46.000> your<00:34:46.240> primary<00:34:46.960> thing<00:34:47.200> is<00:34:47.440> that<00:34:47.679> takes
is what your primary thing is that takes
is what your primary thing is that takes
the<00:34:48.159> credit<00:34:48.960> Um<00:34:49.359> because<00:34:49.599> that<00:34:49.919> demo<00:34:50.240> request
the credit Um because that demo request
the credit Um because that demo request
could<00:34:50.800> have<00:34:50.960> not<00:34:51.200> happened<00:34:51.599> if<00:34:51.919> six<00:34:52.159> months
could have not happened if six months
could have not happened if six months
before<00:34:52.879> that<00:34:53.320> they<00:34:54.320> didn't<00:34:54.639> come<00:34:54.800> to<00:34:54.960> an<00:34:55.200> event
before that they didn't come to an event
before that they didn't come to an event
and<00:34:55.839> talk<00:34:56.000> to<00:34:56.240> your<00:34:56.960> um<00:34:57.200> team<00:34:57.359> at<00:34:57.599> the<00:34:57.760> booth<00:34:58.480> Um
and talk to your um team at the booth Um
and talk to your um team at the booth Um
so<00:34:58.960> we<00:34:59.200> do<00:34:59.359> look<00:34:59.520> at<00:34:59.760> all<00:34:59.920> of<00:35:00.079> these<00:35:01.440> um<00:35:02.000> and
so we do look at all of these um and
so we do look at all of these um and
then<00:35:02.880> we<00:35:03.200> also<00:35:03.440> look<00:35:03.680> at<00:35:03.839> what<00:35:04.079> happened<00:35:04.480> even
then we also look at what happened even
then we also look at what happened even
after<00:35:05.200> the<00:35:05.440> opportunity<00:35:06.000> was<00:35:06.320> created<00:35:06.800> So<00:35:06.960> we
after the opportunity was created So we
after the opportunity was created So we
call<00:35:07.280> it<00:35:07.960> influence<00:35:08.960> Um<00:35:09.440> and<00:35:09.680> that<00:35:09.920> is<00:35:10.079> a<00:35:10.320> whole
call it influence Um and that is a whole
call it influence Um and that is a whole
other<00:35:11.200> metric<00:35:12.240> um<00:35:12.880> a<00:35:13.119> whole<00:35:13.280> other
other metric um a whole other
other metric um a whole other
attribution<00:35:14.400> metric<00:35:14.960> that<00:35:15.280> again<00:35:15.680> shows<00:35:16.000> the
attribution metric that again shows the
attribution metric that again shows the
effectiveness<00:35:16.880> of<00:35:17.200> your<00:35:18.000> campaigns<00:35:18.560> and
effectiveness of your campaigns and
effectiveness of your campaigns and
efforts
efforts
efforts
um<00:35:21.839> so<00:35:22.079> that<00:35:22.400> you<00:35:22.640> don't<00:35:22.960> you<00:35:23.119> know<00:35:23.280> dismiss
um so that you don't you know dismiss
um so that you don't you know dismiss
some<00:35:23.920> of<00:35:24.000> the<00:35:24.160> things<00:35:24.320> that<00:35:24.560> are<00:35:24.800> very
some of the things that are very
some of the things that are very
important<00:35:25.440> in<00:35:25.760> making<00:35:26.000> the<00:35:26.240> deal<00:35:26.800> close<00:35:27.119> but
important in making the deal close but
important in making the deal close but
doesn't<00:35:27.760> show<00:35:27.920> up<00:35:28.160> necessarily<00:35:28.800> as<00:35:29.040> that<00:35:29.200> last
doesn't show up necessarily as that last
doesn't show up necessarily as that last
touch<00:35:29.920> as<00:35:30.079> such<00:35:30.320> is<00:35:30.560> very<00:35:30.960> common<00:35:31.359> but<00:35:32.000> I<00:35:32.240> think
touch as such is very common but I think
touch as such is very common but I think
it's<00:35:32.640> a<00:35:32.880> mistake<00:35:33.200> to<00:35:33.440> only<00:35:33.760> look<00:35:34.000> at<00:35:34.160> that<00:35:34.480> one
it's a mistake to only look at that one
it's a mistake to only look at that one
thing<00:35:35.599> Um<00:35:36.000> because<00:35:36.320> you<00:35:36.560> can<00:35:36.880> cut<00:35:37.200> back
thing Um because you can cut back
thing Um because you can cut back
especially<00:35:37.839> if<00:35:38.079> you<00:35:38.160> use<00:35:38.320> that<00:35:38.480> to<00:35:38.640> make
especially if you use that to make
especially if you use that to make
decisions<00:35:39.280> you<00:35:39.520> can<00:35:39.599> cut<00:35:39.839> back<00:35:40.079> on<00:35:40.760> activities
decisions you can cut back on activities
decisions you can cut back on activities
that<00:35:42.640> um<00:35:43.040> that<00:35:43.359> really<00:35:43.680> directly<00:35:44.160> contribute
that um that really directly contribute
that um that really directly contribute
to<00:35:44.720> your<00:35:44.960> opportunity<00:35:45.440> creation<00:35:45.760> if<00:35:46.000> you're
to your opportunity creation if you're
to your opportunity creation if you're
only<00:35:46.480> looking<00:35:46.720> at<00:35:47.119> one<00:35:48.320> um<00:35:48.960> layer<00:35:49.119> of<00:35:49.280> it
only looking at one um layer of it
only looking at one um layer of it
It<00:35:51.680> really<00:35:52.000> is<00:35:52.400> because<00:35:52.640> there's<00:35:53.040> to<00:35:53.280> your
It really is because there's to your
It really is because there's to your
point<00:35:53.839> earlier<00:35:54.240> about<00:35:54.720> having<00:35:55.040> so<00:35:55.359> many<00:35:55.520> touch
point earlier about having so many touch
point earlier about having so many touch
points<00:35:56.160> to<00:35:56.480> get<00:35:57.119> somebody<00:35:57.520> even<00:35:57.839> to<00:35:58.160> a<00:35:58.480> lead<00:35:58.880> or
points to get somebody even to a lead or
points to get somebody even to a lead or
to<00:35:59.520> a<00:35:59.880> meeting
to a meeting
to a meeting
that<00:36:02.640> it<00:36:02.960> would<00:36:03.240> be<00:36:04.240> I<00:36:04.400> I<00:36:04.720> think<00:36:04.800> that's<00:36:05.040> why<00:36:05.200> we
that it would be I I think that's why we
that it would be I I think that's why we
sort<00:36:05.599> of<00:36:05.680> ended<00:36:05.839> up<00:36:05.920> in<00:36:06.160> this<00:36:06.320> world<00:36:06.480> where<00:36:06.640> we
sort of ended up in this world where we
sort of ended up in this world where we
abandoned<00:36:07.520> the<00:36:07.760> the<00:36:08.160> brand<00:36:08.560> ship<00:36:09.119> so<00:36:09.280> to<00:36:09.440> speak
abandoned the the brand ship so to speak
abandoned the the brand ship so to speak
because<00:36:10.880> we<00:36:11.200> weren't<00:36:11.920> thinking<00:36:12.160> about<00:36:12.400> the
because we weren't thinking about the
because we weren't thinking about the
bigger<00:36:12.800> picture<00:36:13.040> and<00:36:13.200> it<00:36:13.359> was<00:36:13.520> became<00:36:13.760> all
bigger picture and it was became all
bigger picture and it was became all
performance-based<00:36:14.800> and<00:36:15.119> now<00:36:15.440> our<00:36:15.680> pipeline
performance-based and now our pipeline
performance-based and now our pipeline
dries<00:36:16.400> up<00:36:16.560> and<00:36:16.720> we<00:36:16.960> wonder<00:36:17.200> why<00:36:17.440> and<00:36:17.599> it's
dries up and we wonder why and it's
dries up and we wonder why and it's
because<00:36:17.920> we<00:36:18.079> haven't<00:36:18.320> been<00:36:18.480> doing<00:36:18.560> the<00:36:18.720> top<00:36:18.960> of
because we haven't been doing the top of
because we haven't been doing the top of
the<00:36:19.119> funnel<00:36:19.920> and<00:36:20.160> looking<00:36:20.320> at<00:36:20.560> that<00:36:20.960> initial
the funnel and looking at that initial
the funnel and looking at that initial
touch<00:36:21.680> point<00:36:21.920> to<00:36:22.160> begin<00:36:22.320> with<00:36:23.119> in<00:36:23.440> terms<00:36:23.599> of
touch point to begin with in terms of
touch point to begin with in terms of
brand<00:36:24.240> and<00:36:24.400> you<00:36:24.560> sort<00:36:24.720> of<00:36:24.800> mentioned<00:36:25.119> this<00:36:25.839> um
brand and you sort of mentioned this um
brand and you sort of mentioned this um
uh<00:36:28.000> I<00:36:28.240> can't<00:36:28.400> remember<00:36:28.560> if<00:36:28.720> it<00:36:28.880> was<00:36:28.960> before<00:36:29.200> or
uh I can't remember if it was before or
uh I can't remember if it was before or
after<00:36:30.079> uh<00:36:30.240> we<00:36:30.480> started<00:36:30.960> going<00:36:31.280> live
after uh we started going live
after uh we started going live
but<00:36:34.400> in<00:36:34.720> terms<00:36:34.880> of<00:36:35.040> brand<00:36:35.359> and<00:36:35.599> how<00:36:35.760> you're
but in terms of brand and how you're
but in terms of brand and how you're
measuring<00:36:36.560> brand
measuring brand
measuring brand
impact<00:36:39.040> There<00:36:39.280> is<00:36:39.440> a<00:36:39.680> shift<00:36:39.920> happening<00:36:40.320> right
impact There is a shift happening right
impact There is a shift happening right
now<00:36:40.640> where<00:36:40.960> people<00:36:41.200> are<00:36:41.720> going<00:36:42.720> "Oh<00:36:43.040> right<00:36:43.680> We
now where people are going "Oh right We
now where people are going "Oh right We
need<00:36:43.920> to<00:36:44.000> be<00:36:44.160> doing<00:36:44.400> brand<00:36:44.880> and<00:36:45.119> we<00:36:45.280> need<00:36:45.359> to<00:36:45.440> be
need to be doing brand and we need to be
need to be doing brand and we need to be
always<00:36:45.839> on<00:36:46.320> and<00:36:46.560> we<00:36:46.720> need<00:36:46.800> to<00:36:46.960> have<00:36:47.040> a
always on and we need to have a
always on and we need to have a
consistent<00:36:47.680> presence<00:36:48.160> and<00:36:48.400> we<00:36:48.640> should<00:36:48.800> really
consistent presence and we should really
consistent presence and we should really
get<00:36:49.040> on<00:36:49.280> that."<00:36:49.920> But<00:36:50.079> there's<00:36:50.400> still<00:36:50.560> the
get on that." But there's still the
get on that." But there's still the
question<00:36:51.040> that<00:36:51.359> comes<00:36:51.599> back<00:36:51.839> of<00:36:52.400> but<00:36:52.640> how<00:36:52.800> do
question that comes back of but how do
question that comes back of but how do
we<00:36:53.040> know<00:36:53.200> it's<00:36:53.440> working<00:36:53.920> And<00:36:54.079> I<00:36:54.640> and<00:36:54.880> I<00:36:55.119> think
we know it's working And I and I think
we know it's working And I and I think
people<00:36:55.599> are<00:36:55.760> still<00:36:56.000> really<00:36:56.320> weary<00:36:56.640> to<00:36:56.800> sort<00:36:56.960> of
people are still really weary to sort of
people are still really weary to sort of
jump<00:36:57.280> on<00:36:57.440> the<00:36:57.599> brand<00:36:58.520> bandwagon<00:36:59.520> so<00:36:59.760> to<00:36:59.920> speak
jump on the brand bandwagon so to speak
jump on the brand bandwagon so to speak
because<00:37:00.640> they<00:37:01.280> are<00:37:01.520> afraid<00:37:01.760> to<00:37:02.000> put<00:37:02.160> money
because they are afraid to put money
because they are afraid to put money
behind<00:37:02.720> it<00:37:02.960> because<00:37:03.200> they<00:37:03.520> still<00:37:03.839> can't<00:37:04.160> quite
behind it because they still can't quite
behind it because they still can't quite
understand<00:37:05.520> if<00:37:05.760> it<00:37:05.920> is<00:37:06.000> or<00:37:06.240> isn't<00:37:06.480> working<00:37:06.800> So
understand if it is or isn't working So
understand if it is or isn't working So
how<00:37:07.280> are<00:37:07.599> you<00:37:07.920> thinking<00:37:08.680> about<00:37:09.680> are<00:37:09.920> you<00:37:10.160> are
how are you thinking about are you are
how are you thinking about are you are
you<00:37:10.560> doing<00:37:10.720> brand<00:37:11.440> and<00:37:11.680> if<00:37:11.920> so<00:37:12.240> how<00:37:12.400> are<00:37:12.560> you
you doing brand and if so how are you
you doing brand and if so how are you
measuring<00:37:13.040> its<00:37:13.359> impact
measuring its impact
measuring its impact
Yeah<00:37:15.920> So<00:37:16.640> I<00:37:16.960> think<00:37:17.200> brand<00:37:17.680> and<00:37:18.000> demand<00:37:18.400> genen
Yeah So I think brand and demand genen
Yeah So I think brand and demand genen
are<00:37:19.119> inseparable<00:37:20.000> in<00:37:20.320> a<00:37:20.480> way<00:37:21.200> and<00:37:21.599> you<00:37:21.920> can
are inseparable in a way and you can
are inseparable in a way and you can
make<00:37:22.800> a<00:37:23.119> case<00:37:23.680> to<00:37:24.000> say<00:37:24.960> when<00:37:25.200> you<00:37:25.440> think<00:37:25.520> of
make a case to say when you think of
make a case to say when you think of
demand<00:37:26.160> genen<00:37:26.480> there<00:37:26.560> is<00:37:26.800> demand<00:37:27.359> generation
demand genen there is demand generation
demand genen there is demand generation
and<00:37:28.560> then<00:37:28.720> there's<00:37:29.040> demand<00:37:29.440> capture<00:37:30.160> where
and then there's demand capture where
and then there's demand capture where
you<00:37:30.800> know<00:37:30.960> demand<00:37:31.359> generation<00:37:31.760> is<00:37:32.000> you're
you know demand generation is you're
you know demand generation is you're
trying<00:37:32.400> to<00:37:32.560> get<00:37:32.800> people<00:37:33.119> to<00:37:33.599> learn<00:37:33.920> about<00:37:34.079> you
trying to get people to learn about you
trying to get people to learn about you
and<00:37:34.480> come<00:37:34.640> to<00:37:34.800> you<00:37:35.760> And<00:37:35.920> then<00:37:36.160> demand<00:37:36.560> capture
and come to you And then demand capture
and come to you And then demand capture
is<00:37:37.200> you're<00:37:37.440> trying<00:37:37.599> to<00:37:37.760> find<00:37:38.000> people<00:37:38.320> that<00:37:38.560> are
is you're trying to find people that are
is you're trying to find people that are
looking<00:37:38.960> for<00:37:39.280> something<00:37:39.520> you<00:37:39.839> can<00:37:40.079> offer<00:37:40.640> and
looking for something you can offer and
looking for something you can offer and
then<00:37:41.119> kind<00:37:41.359> of<00:37:41.760> grab<00:37:42.079> them<00:37:42.400> capture<00:37:42.800> them<00:37:43.119> and
then kind of grab them capture them and
then kind of grab them capture them and
and<00:37:44.160> uh<00:37:44.480> and<00:37:44.720> send<00:37:44.880> them<00:37:45.119> your<00:37:45.359> way<00:37:45.520> or<00:37:45.760> your
and uh and send them your way or your
and uh and send them your way or your
sales<00:37:46.240> team's<00:37:46.560> way<00:37:47.119> So<00:37:47.359> that<00:37:47.680> demand
sales team's way So that demand
sales team's way So that demand
generation<00:37:49.200> component<00:37:49.680> of<00:37:49.839> it<00:37:50.480> is<00:37:50.800> actually
generation component of it is actually
generation component of it is actually
brand<00:37:52.320> is<00:37:52.640> making<00:37:53.040> sure<00:37:53.599> that<00:37:54.000> people<00:37:54.400> know
brand is making sure that people know
brand is making sure that people know
about<00:37:55.040> your<00:37:55.359> company<00:37:56.160> that<00:37:56.400> they<00:37:56.640> know<00:37:56.880> what
about your company that they know what
about your company that they know what
you<00:37:57.359> do<00:37:58.400> um<00:37:58.720> that<00:37:58.960> they<00:37:59.280> know<00:37:59.680> how<00:37:59.920> it<00:38:00.160> can
you do um that they know how it can
you do um that they know how it can
potentially<00:38:00.960> help<00:38:01.280> their<00:38:01.599> pain<00:38:01.839> points<00:38:02.560> There
potentially help their pain points There
potentially help their pain points There
is<00:38:02.960> a<00:38:03.200> lot<00:38:03.280> of<00:38:04.240> um<00:38:04.880> research<00:38:05.359> that<00:38:05.680> goes<00:38:05.920> into
is a lot of um research that goes into
is a lot of um research that goes into
that<00:38:06.560> piece<00:38:06.960> whether<00:38:07.280> you<00:38:07.440> call<00:38:07.599> it<00:38:07.839> brand<00:38:08.240> or
that piece whether you call it brand or
that piece whether you call it brand or
you<00:38:08.720> call<00:38:08.880> it<00:38:09.359> you<00:38:09.520> know<00:38:09.680> demand<00:38:10.079> generation
you call it you know demand generation
you call it you know demand generation
um<00:38:11.920> and<00:38:12.160> there<00:38:12.400> are<00:38:12.800> some<00:38:13.280> differences
um and there are some differences
um and there are some differences
obviously<00:38:14.320> but<00:38:14.560> it<00:38:14.640> it<00:38:15.040> is<00:38:15.200> so<00:38:15.680> close<00:38:16.480> um<00:38:16.800> tied
obviously but it it is so close um tied
obviously but it it is so close um tied
together<00:38:18.400> um<00:38:18.640> it<00:38:18.880> is<00:38:19.040> hard<00:38:19.280> to<00:38:19.440> measure<00:38:20.480> um<00:38:20.800> to
together um it is hard to measure um to
together um it is hard to measure um to
be<00:38:21.240> honest
be honest
be honest
uh<00:38:24.240> which<00:38:24.560> is<00:38:24.720> where<00:38:25.040> you<00:38:25.359> take<00:38:25.680> those<00:38:26.640> you<00:38:26.880> you
uh which is where you take those you you
uh which is where you take those you you
come<00:38:27.280> up<00:38:27.440> with<00:38:27.680> goals<00:38:28.160> and<00:38:28.400> I<00:38:28.720> think<00:38:28.880> that's
come up with goals and I think that's
come up with goals and I think that's
where<00:38:29.599> actually<00:38:30.079> qualitative<00:38:30.720> and
where actually qualitative and
where actually qualitative and
quantitative<00:38:31.440> ative<00:38:32.480> um<00:38:32.720> can<00:38:33.040> play<00:38:33.200> a<00:38:33.440> role
quantitative ative um can play a role
quantitative ative um can play a role
separately<00:38:34.400> because<00:38:35.359> sometimes<00:38:35.920> you<00:38:36.160> do<00:38:36.599> have
separately because sometimes you do have
separately because sometimes you do have
to<00:38:37.920> get<00:38:38.240> some<00:38:38.560> anecdotal<00:38:39.200> data<00:38:39.440> to<00:38:39.760> rely<00:38:40.079> on
to get some anecdotal data to rely on
to get some anecdotal data to rely on
Like<00:38:41.119> a<00:38:41.359> simple<00:38:41.680> example<00:38:42.079> of<00:38:42.320> that<00:38:42.839> is<00:38:43.839> putting
Like a simple example of that is putting
Like a simple example of that is putting
a<00:38:45.280> field<00:38:45.680> on<00:38:45.839> your<00:38:46.000> form<00:38:46.320> that<00:38:46.560> says<00:38:46.880> how<00:38:47.040> did
a field on your form that says how did
a field on your form that says how did
you<00:38:47.359> hear<00:38:47.599> about<00:38:47.760> us<00:38:48.400> very<00:38:48.800> old<00:38:49.119> school<00:38:49.520> but
you hear about us very old school but
you hear about us very old school but
you<00:38:50.000> hear<00:38:50.240> a<00:38:50.480> lot<00:38:50.560> of<00:38:50.720> marketers<00:38:51.200> are<00:38:51.440> bringing
you hear a lot of marketers are bringing
you hear a lot of marketers are bringing
it<00:38:51.920> back<00:38:52.640> because<00:38:52.960> as<00:38:53.200> much<00:38:53.359> as<00:38:53.520> you're<00:38:53.760> trying
it back because as much as you're trying
it back because as much as you're trying
to<00:38:54.160> track<00:38:54.480> where<00:38:54.720> they<00:38:55.040> really<00:38:55.359> heard<00:38:55.680> about
to track where they really heard about
to track where they really heard about
you<00:38:56.480> and<00:38:57.200> track<00:38:57.520> their<00:38:57.839> cookies<00:38:58.640> and<00:38:59.599> get<00:38:59.839> the
you and track their cookies and get the
you and track their cookies and get the
UTM<00:39:00.720> set<00:39:00.880> up<00:39:01.200> correctly<00:39:01.680> there<00:39:01.839> are<00:39:02.000> still
UTM set up correctly there are still
UTM set up correctly there are still
people<00:39:02.560> that<00:39:02.720> are<00:39:02.880> browsing<00:39:03.400> privately
people that are browsing privately
people that are browsing privately
especially<00:39:04.800> in<00:39:05.040> cyber<00:39:05.520> security<00:39:06.160> And<00:39:06.400> so<00:39:06.800> you
especially in cyber security And so you
especially in cyber security And so you
have<00:39:07.119> these<00:39:07.359> demo<00:39:07.680> requests<00:39:08.079> you<00:39:08.320> actually
have these demo requests you actually
have these demo requests you actually
have<00:39:08.720> no<00:39:08.960> idea<00:39:09.280> where<00:39:09.440> they<00:39:09.680> came<00:39:09.839> from<00:39:10.640> Um<00:39:11.280> and
have no idea where they came from Um and
have no idea where they came from Um and
then<00:39:11.760> that<00:39:12.000> how<00:39:12.240> did<00:39:12.400> you<00:39:12.560> hear<00:39:12.800> about<00:39:12.960> us<00:39:13.200> is
then that how did you hear about us is
then that how did you hear about us is
where<00:39:13.680> it<00:39:13.839> actually<00:39:14.240> helps<00:39:14.960> And<00:39:15.200> sometimes
where it actually helps And sometimes
where it actually helps And sometimes
people<00:39:15.839> will<00:39:16.079> say<00:39:16.480> it's<00:39:16.960> you<00:39:17.119> know<00:39:17.280> heard<00:39:17.520> it
people will say it's you know heard it
people will say it's you know heard it
from<00:39:17.839> a<00:39:18.000> friend<00:39:18.160> or<00:39:18.560> did<00:39:18.720> an<00:39:18.880> online<00:39:19.320> search<00:39:20.320> Um
from a friend or did an online search Um
from a friend or did an online search Um
and<00:39:21.119> that<00:39:21.359> is<00:39:21.680> hard<00:39:22.079> to<00:39:23.160> um<00:39:24.160> that<00:39:24.320> is<00:39:25.200> hard<00:39:25.520> to
and that is hard to um that is hard to
and that is hard to um that is hard to
justify<00:39:26.240> but<00:39:26.480> that's<00:39:26.720> the<00:39:26.880> data<00:39:27.200> you<00:39:27.359> have<00:39:27.520> and
justify but that's the data you have and
justify but that's the data you have and
so<00:39:27.920> that's<00:39:28.160> what<00:39:28.320> you<00:39:28.480> have<00:39:28.560> to<00:39:28.839> use<00:39:29.839> Um<00:39:30.560> and
so that's what you have to use Um and
so that's what you have to use Um and
then<00:39:31.200> another<00:39:31.839> way<00:39:32.079> to<00:39:32.240> measure<00:39:32.640> your<00:39:32.960> brand
then another way to measure your brand
then another way to measure your brand
impact<00:39:33.760> is<00:39:34.480> surveying<00:39:35.200> your<00:39:35.920> uh<00:39:36.160> database<00:39:37.280> Um
impact is surveying your uh database Um
impact is surveying your uh database Um
it's<00:39:37.839> a<00:39:38.079> simple<00:39:38.320> one<00:39:38.640> and<00:39:38.960> even<00:39:39.119> if<00:39:39.359> you<00:39:39.520> didn't
it's a simple one and even if you didn't
it's a simple one and even if you didn't
have<00:39:39.920> that<00:39:40.160> data<00:39:40.480> before<00:39:40.960> just<00:39:41.200> saying<00:39:41.599> like
have that data before just saying like
have that data before just saying like
we<00:39:42.079> did<00:39:42.160> a<00:39:42.400> survey<00:39:42.920> recently<00:39:43.920> and<00:39:44.160> as<00:39:44.400> part<00:39:44.560> of
we did a survey recently and as part of
we did a survey recently and as part of
it<00:39:44.880> we<00:39:45.119> just<00:39:45.359> ask<00:39:45.920> how<00:39:46.079> often<00:39:46.400> do<00:39:46.640> you<00:39:46.800> hear
it we just ask how often do you hear
it we just ask how often do you hear
about<00:39:47.280> thread<00:39:47.640> connect<00:39:48.640> it<00:39:48.800> all<00:39:48.960> the<00:39:49.200> time<00:39:49.760> I
about thread connect it all the time I
about thread connect it all the time I
almost<00:39:50.480> never<00:39:50.720> hear<00:39:50.880> it<00:39:51.040> I<00:39:51.280> only<00:39:51.440> hear<00:39:51.599> it<00:39:51.760> when
almost never hear it I only hear it when
almost never hear it I only hear it when
I<00:39:52.079> look<00:39:52.240> for<00:39:52.480> you<00:39:53.440> uh<00:39:53.599> or<00:39:53.839> you<00:39:54.000> know<00:39:54.160> this<00:39:54.320> is
I look for you uh or you know this is
I look for you uh or you know this is
the<00:39:54.560> first<00:39:54.720> time<00:39:54.880> I'm<00:39:55.200> even<00:39:55.359> hearing<00:39:55.680> you<00:39:56.000> and
the first time I'm even hearing you and
the first time I'm even hearing you and
that<00:39:56.320> is<00:39:56.480> a<00:39:56.640> good<00:39:56.839> indicator<00:39:57.839> of<00:39:58.720> saying<00:39:59.040> like
that is a good indicator of saying like
that is a good indicator of saying like
is<00:39:59.440> you<00:39:59.680> are<00:39:59.920> your<00:40:00.320> brand<00:40:01.119> your<00:40:01.520> awareness
is you are your brand your awareness
is you are your brand your awareness
efforts<00:40:02.640> working<00:40:03.119> do<00:40:03.359> people<00:40:03.680> actually<00:40:04.079> hear
efforts working do people actually hear
efforts working do people actually hear
it<00:40:04.760> because<00:40:05.760> you<00:40:06.079> can't<00:40:06.240> really<00:40:06.560> measure
it because you can't really measure
it because you can't really measure
measure<00:40:06.960> it<00:40:07.359> Um<00:40:07.680> and<00:40:07.920> then<00:40:08.320> the<00:40:08.640> last<00:40:08.880> example
measure it Um and then the last example
measure it Um and then the last example
I'm<00:40:09.440> going<00:40:09.520> to<00:40:09.680> give<00:40:10.000> is<00:40:10.720> related<00:40:11.119> to
I'm going to give is related to
I'm going to give is related to
accountbased<00:40:12.000> marketing<00:40:12.320> and<00:40:12.560> ICP<00:40:13.359> So<00:40:13.520> you
accountbased marketing and ICP So you
accountbased marketing and ICP So you
can<00:40:13.920> determine<00:40:14.480> here's<00:40:14.800> your<00:40:14.960> ICP<00:40:15.599> And<00:40:15.760> some
can determine here's your ICP And some
can determine here's your ICP And some
accountbased<00:40:16.560> platforms<00:40:17.040> actually<00:40:17.280> do<00:40:17.440> a
accountbased platforms actually do a
accountbased platforms actually do a
good<00:40:17.839> job<00:40:18.000> at<00:40:18.240> measuring<00:40:19.119> where<00:40:19.440> they<00:40:19.680> are<00:40:19.760> in
good job at measuring where they are in
good job at measuring where they are in
that<00:40:20.160> buying<00:40:20.560> cycle<00:40:20.960> And<00:40:21.119> they<00:40:21.359> call<00:40:21.520> it<00:40:22.400> um
that buying cycle And they call it um
that buying cycle And they call it um
for<00:40:22.800> example<00:40:23.359> aware<00:40:24.000> unaware
for example aware unaware
for example aware unaware
um<00:40:26.240> or<00:40:26.720> you<00:40:26.880> know<00:40:27.119> engaged<00:40:27.680> So<00:40:27.839> like<00:40:28.079> unaware
um or you know engaged So like unaware
um or you know engaged So like unaware
is<00:40:28.800> they<00:40:29.040> don't<00:40:29.200> know<00:40:29.440> about<00:40:29.680> you<00:40:30.079> at<00:40:30.400> all
is they don't know about you at all
is they don't know about you at all
Aware<00:40:31.440> is<00:40:31.680> they<00:40:31.920> kind<00:40:32.079> of<00:40:32.240> know<00:40:32.480> about<00:40:32.720> you<00:40:33.040> but
Aware is they kind of know about you but
Aware is they kind of know about you but
they're<00:40:33.520> not<00:40:33.680> actively<00:40:34.240> talking<00:40:34.560> and<00:40:34.720> then
they're not actively talking and then
they're not actively talking and then
engaged<00:40:35.440> is<00:40:35.760> they're<00:40:36.480> actively<00:40:37.040> talking<00:40:37.359> or
engaged is they're actively talking or
engaged is they're actively talking or
browsing<00:40:38.160> or<00:40:38.599> researching<00:40:39.599> and<00:40:39.839> then<00:40:40.000> you<00:40:40.240> can
browsing or researching and then you can
browsing or researching and then you can
measure<00:40:40.800> okay<00:40:41.440> this<00:40:41.599> is<00:40:41.839> let's<00:40:42.079> say<00:40:42.240> your<00:40:42.480> ICP
measure okay this is let's say your ICP
measure okay this is let's say your ICP
is<00:40:43.119> a<00:40:43.200> thousand<00:40:43.920> accounts<00:40:44.480> and<00:40:44.880> of<00:40:45.200> them<00:40:45.599> 500
is a thousand accounts and of them 500
is a thousand accounts and of them 500
people<00:40:46.720> or<00:40:47.280> 500<00:40:47.760> companies<00:40:48.160> are<00:40:48.320> unaware<00:40:49.280> then
people or 500 companies are unaware then
people or 500 companies are unaware then
you<00:40:49.760> try<00:40:49.920> to<00:40:50.079> measure<00:40:50.400> okay<00:40:50.720> I<00:40:50.880> want<00:40:51.040> to<00:40:51.200> get
you try to measure okay I want to get
you try to measure okay I want to get
that<00:40:52.079> number<00:40:52.320> to<00:40:52.640> 400<00:40:53.119> I<00:40:53.280> want<00:40:53.359> to<00:40:53.520> make<00:40:53.599> them
that number to 400 I want to make them
that number to 400 I want to make them
more<00:40:54.079> aware<00:40:54.720> so<00:40:54.960> there<00:40:55.119> are<00:40:55.359> ways<00:40:55.680> to<00:40:55.920> set
more aware so there are ways to set
more aware so there are ways to set
those<00:40:56.480> goals<00:40:57.200> it<00:40:57.520> is<00:40:57.680> tricky<00:40:58.319> which<00:40:58.560> is<00:40:58.640> why
those goals it is tricky which is why
those goals it is tricky which is why
you<00:40:59.040> have<00:40:59.119> to<00:40:59.280> do<00:40:59.359> it<00:40:59.520> in<00:40:59.680> advance<00:41:00.079> you<00:41:00.319> have<00:41:00.400> to
you have to do it in advance you have to
you have to do it in advance you have to
determine<00:41:00.960> what<00:41:01.200> it<00:41:01.359> is<00:41:01.520> that<00:41:01.760> you<00:41:02.000> want<00:41:02.079> to
determine what it is that you want to
determine what it is that you want to
measure<00:41:02.800> and<00:41:03.119> that<00:41:03.280> you<00:41:03.520> have<00:41:03.599> a<00:41:03.760> way<00:41:03.920> to
measure and that you have a way to
measure and that you have a way to
measure<00:41:04.240> measure<00:41:04.560> it<00:41:05.040> rather<00:41:05.359> than<00:41:05.599> just
measure measure it rather than just
measure measure it rather than just
doing<00:41:06.240> stuff<00:41:06.480> and<00:41:06.800> then<00:41:06.960> looking<00:41:07.280> back<00:41:07.440> and
doing stuff and then looking back and
doing stuff and then looking back and
saying<00:41:07.920> "Wait<00:41:08.319> did<00:41:08.480> it<00:41:08.640> actually<00:41:08.960> work?"
saying "Wait did it actually work?"
saying "Wait did it actually work?"
Yes<00:41:11.119> the<00:41:11.440> lagging<00:41:11.839> indicators<00:41:12.480> which<00:41:12.720> is<00:41:12.880> one
Yes the lagging indicators which is one
Yes the lagging indicators which is one
where<00:41:13.200> we<00:41:13.440> didn't<00:41:13.680> get<00:41:13.839> to<00:41:14.160> but<00:41:14.560> that's
where we didn't get to but that's
where we didn't get to but that's
exactly<00:41:15.200> what<00:41:15.440> you're<00:41:15.760> describing<00:41:16.240> One<00:41:16.400> of<00:41:16.560> my
exactly what you're describing One of my
exactly what you're describing One of my
favorite<00:41:17.440> um<00:41:17.599> indicators<00:41:18.160> is<00:41:18.880> a<00:41:19.040> branded
favorite um indicators is a branded
favorite um indicators is a branded
search<00:41:19.760> volume<00:41:20.079> but<00:41:20.319> it<00:41:20.480> is<00:41:20.560> a<00:41:20.720> bit<00:41:20.800> of<00:41:20.880> a
search volume but it is a bit of a
search volume but it is a bit of a
lagging<00:41:21.520> indicator<00:41:22.160> because<00:41:22.800> if<00:41:23.040> you're
lagging indicator because if you're
lagging indicator because if you're
looking<00:41:23.520> at<00:41:24.319> are<00:41:24.640> more<00:41:24.880> people<00:41:25.119> searching<00:41:25.440> for
looking at are more people searching for
looking at are more people searching for
you<00:41:25.920> that<00:41:26.079> means<00:41:26.319> that<00:41:26.640> your<00:41:27.040> brand<00:41:27.280> awareness
you that means that your brand awareness
you that means that your brand awareness
is<00:41:28.000> going<00:41:28.240> up<00:41:28.560> but<00:41:28.800> it's<00:41:29.040> after<00:41:29.760> the<00:41:30.079> fact
is going up but it's after the fact
is going up but it's after the fact
versus<00:41:31.680> understanding<00:41:32.079> what's<00:41:32.400> happening<00:41:32.560> in
versus understanding what's happening in
versus understanding what's happening in
market<00:41:33.040> now<00:41:33.359> So<00:41:33.520> that's<00:41:34.400> um<00:41:34.960> such<00:41:35.280> a<00:41:35.440> great
market now So that's um such a great
market now So that's um such a great
point<00:41:36.000> in<00:41:36.319> terms<00:41:36.560> of<00:41:37.280> so<00:41:37.599> three<00:41:37.920> great<00:41:38.079> ways<00:41:38.240> to
point in terms of so three great ways to
point in terms of so three great ways to
be<00:41:38.560> measuring<00:41:38.880> brand<00:41:39.359> and<00:41:39.520> goay<00:41:39.920> was<00:41:40.079> on<00:41:40.160> our
be measuring brand and goay was on our
be measuring brand and goay was on our
on<00:41:40.640> our<00:41:41.119> podcast<00:41:41.440> a<00:41:41.680> few<00:41:41.760> weeks<00:41:41.839> ago<00:41:42.079> and<00:41:42.240> she
on our podcast a few weeks ago and she
on our podcast a few weeks ago and she
mentioned<00:41:42.800> that<00:41:43.119> lovely<00:41:43.359> little<00:41:43.520> form<00:41:43.839> fill
mentioned that lovely little form fill
mentioned that lovely little form fill
and<00:41:44.160> the<00:41:44.319> importance<00:41:44.720> of<00:41:45.359> having<00:41:46.160> that<00:41:46.480> to<00:41:46.720> see
and the importance of having that to see
and the importance of having that to see
how<00:41:47.200> people<00:41:47.520> found<00:41:47.760> you<00:41:48.319> Last<00:41:48.640> question<00:41:48.960> I
how people found you Last question I
how people found you Last question I
could<00:41:49.280> go<00:41:49.359> on<00:41:49.599> for<00:41:49.760> days<00:41:49.920> I<00:41:50.160> could<00:41:50.240> talk<00:41:50.400> to<00:41:50.480> you
could go on for days I could talk to you
could go on for days I could talk to you
forever<00:41:51.200> but<00:41:51.359> I<00:41:51.520> want<00:41:51.599> to<00:41:51.760> be<00:41:51.920> cognizant<00:41:52.400> of
forever but I want to be cognizant of
forever but I want to be cognizant of
your<00:41:52.800> time<00:41:53.760> So<00:41:54.079> last<00:41:54.319> question<00:41:54.560> is<00:41:54.800> had<00:41:55.040> did
your time So last question is had did
your time So last question is had did
you<00:41:55.359> have<00:41:55.440> any<00:41:55.760> funny<00:41:56.160> like<00:41:56.400> did<00:41:56.560> you<00:41:56.720> have<00:41:56.800> any
you have any funny like did you have any
you have any funny like did you have any
surprise<00:41:57.760> form<00:41:58.160> fills<00:41:58.400> where<00:41:58.560> you<00:41:58.720> were
surprise form fills where you were
surprise form fills where you were
like<00:42:00.640> you<00:42:00.880> know<00:42:01.359> that's<00:42:01.760> interesting<00:42:02.240> or
like you know that's interesting or
like you know that's interesting or
didn't<00:42:02.720> see<00:42:02.800> that<00:42:03.040> coming<00:42:03.599> I<00:42:04.560> um<00:42:04.720> sometimes
didn't see that coming I um sometimes
didn't see that coming I um sometimes
people<00:42:05.520> write<00:42:05.760> novels<00:42:06.400> in<00:42:06.640> there<00:42:07.119> Was<00:42:07.359> there
people write novels in there Was there
people write novels in there Was there
any<00:42:08.079> surprises<00:42:08.720> in<00:42:09.040> terms<00:42:09.200> of<00:42:09.440> attribution
any surprises in terms of attribution
any surprises in terms of attribution
that<00:42:10.240> you<00:42:10.480> didn't<00:42:10.720> see<00:42:11.520> sort<00:42:11.760> of<00:42:11.920> coming<00:42:12.319> of
that you didn't see sort of coming of
that you didn't see sort of coming of
how<00:42:13.040> people<00:42:13.280> found<00:42:13.599> you
how people found you
how people found you
Um<00:42:15.680> not<00:42:16.000> the<00:42:16.319> funny<00:42:16.720> kind<00:42:17.359> but<00:42:17.680> actually<00:42:18.400> what
Um not the funny kind but actually what
Um not the funny kind but actually what
surprised<00:42:19.200> me<00:42:19.280> is<00:42:19.520> when<00:42:20.000> I<00:42:20.240> saw<00:42:20.480> the<00:42:20.760> UTM
surprised me is when I saw the UTM
surprised me is when I saw the UTM
matched<00:42:22.240> what<00:42:22.560> the<00:42:22.800> people<00:42:23.119> put<00:42:23.359> in<00:42:23.599> there
matched what the people put in there
matched what the people put in there
because<00:42:24.480> I<00:42:24.720> expected<00:42:25.200> a<00:42:25.520> much<00:42:25.680> higher
because I expected a much higher
because I expected a much higher
discrepancy<00:42:27.200> and<00:42:27.440> then<00:42:27.599> I'm<00:42:27.839> like<00:42:28.000> "Oh<00:42:28.800> that
discrepancy and then I'm like "Oh that
discrepancy and then I'm like "Oh that
UTM<00:42:29.680> says<00:42:30.000> Google<00:42:30.480> and<00:42:30.720> they<00:42:30.960> said<00:42:31.280> online
UTM says Google and they said online
UTM says Google and they said online
search<00:42:32.319> that<00:42:32.560> tracks."<00:42:33.280> So<00:42:33.520> that<00:42:33.680> was<00:42:33.839> kind<00:42:34.000> of
search that tracks." So that was kind of
search that tracks." So that was kind of
cool<00:42:34.880> So<00:42:35.440> that<00:42:35.760> was<00:42:36.000> actually<00:42:36.240> a<00:42:36.480> surprise<00:42:36.800> for
cool So that was actually a surprise for
cool So that was actually a surprise for
me<00:42:37.280> And<00:42:37.520> we<00:42:37.760> actually<00:42:38.000> have<00:42:38.160> a<00:42:38.400> quite<00:42:38.800> high
me And we actually have a quite high
me And we actually have a quite high
percentage<00:42:39.599> of<00:42:39.839> those<00:42:40.400> matches<00:42:40.960> on<00:42:41.200> those
percentage of those matches on those
percentage of those matches on those
form<00:42:41.839> fills<00:42:42.400> But<00:42:42.800> it<00:42:43.040> is<00:42:43.200> also<00:42:43.520> relatively
form fills But it is also relatively
form fills But it is also relatively
recent<00:42:44.480> for<00:42:44.720> us<00:42:44.880> So<00:42:45.040> we<00:42:45.280> don't<00:42:45.359> have<00:42:45.520> a<00:42:45.760> ton<00:42:46.000> of
recent for us So we don't have a ton of
recent for us So we don't have a ton of
data<00:42:47.040> to<00:42:47.280> look<00:42:47.440> at<00:42:47.599> it<00:42:48.000> But<00:42:48.160> from<00:42:48.400> what<00:42:48.640> I've
data to look at it But from what I've
data to look at it But from what I've
seen<00:42:49.520> that<00:42:49.880> was<00:42:50.880> funny<00:42:51.280> enough<00:42:51.680> that<00:42:51.920> was<00:42:52.000> the
seen that was funny enough that was the
seen that was funny enough that was the
surprise
surprise
surprise
It's<00:42:54.319> always<00:42:54.560> nice<00:42:54.720> when<00:42:54.960> the<00:42:55.119> technology
It's always nice when the technology
It's always nice when the technology
does<00:42:55.760> what<00:42:55.839> it's<00:42:56.079> supposed<00:42:56.240> to<00:42:56.400> do<00:42:57.119> Exactly<00:42:58.319> Uh
does what it's supposed to do Exactly Uh
does what it's supposed to do Exactly Uh
that<00:42:59.640> your<00:43:00.640> the<00:43:00.960> data<00:43:01.200> is<00:43:01.440> only<00:43:01.680> as<00:43:01.920> good<00:43:02.319> as
that your the data is only as good as
that your the data is only as good as
what's<00:43:04.240> being<00:43:04.560> tracked<00:43:04.960> and<00:43:05.200> being<00:43:05.359> tracked
what's being tracked and being tracked
what's being tracked and being tracked
well<00:43:06.079> So<00:43:07.040> yes<00:43:08.079> Yes<00:43:08.560> Exactly<00:43:09.760> Uh<00:43:10.000> and<00:43:10.319> branded
well So yes Yes Exactly Uh and branded
well So yes Yes Exactly Uh and branded
search<00:43:11.119> is<00:43:11.359> an<00:43:11.599> interesting<00:43:12.319> category<00:43:12.800> of<00:43:12.960> its
search is an interesting category of its
search is an interesting category of its
own<00:43:13.520> There's<00:43:13.839> a<00:43:14.000> lot<00:43:14.160> of<00:43:14.240> discussions<00:43:14.880> online
own There's a lot of discussions online
own There's a lot of discussions online
about<00:43:16.560> should<00:43:16.800> you<00:43:16.960> do<00:43:17.119> it<00:43:17.359> should<00:43:17.599> you<00:43:17.760> just
about should you do it should you just
about should you do it should you just
kill<00:43:18.319> your<00:43:18.560> branded<00:43:19.040> Google<00:43:19.359> ads<00:43:19.839> because<00:43:20.079> if
kill your branded Google ads because if
kill your branded Google ads because if
you<00:43:20.480> are<00:43:20.560> SEO<00:43:20.960> is<00:43:21.200> great<00:43:21.520> people<00:43:21.760> will<00:43:21.920> find
you are SEO is great people will find
you are SEO is great people will find
you<00:43:22.319> anyway<00:43:22.800> And<00:43:23.440> I<00:43:23.760> don't<00:43:23.920> know<00:43:24.400> there<00:43:24.640> are<00:43:24.800> so
you anyway And I don't know there are so
you anyway And I don't know there are so
many<00:43:25.280> opinions<00:43:26.079> Um<00:43:26.480> I<00:43:26.800> just<00:43:27.040> feel<00:43:27.280> like<00:43:27.520> it's
many opinions Um I just feel like it's
many opinions Um I just feel like it's
you<00:43:28.240> know<00:43:28.480> if<00:43:28.640> if<00:43:29.040> you're<00:43:29.280> doing<00:43:29.520> it<00:43:29.680> and<00:43:29.920> it
you know if if you're doing it and it
you know if if you're doing it and it
works<00:43:30.480> for<00:43:30.640> you<00:43:31.520> killing<00:43:31.839> it<00:43:32.079> might<00:43:32.319> risk<00:43:32.640> it
works for you killing it might risk it
works for you killing it might risk it
right<00:43:33.359> Like<00:43:33.599> maybe<00:43:33.839> they'll<00:43:34.160> find<00:43:34.400> you<00:43:34.720> maybe
right Like maybe they'll find you maybe
right Like maybe they'll find you maybe
they<00:43:35.200> won't<00:43:35.680> Maybe<00:43:35.920> they<00:43:36.160> will<00:43:36.400> maybe<00:43:36.720> you're
they won't Maybe they will maybe you're
they won't Maybe they will maybe you're
on<00:43:37.119> the<00:43:37.280> first<00:43:37.520> page<00:43:38.240> and<00:43:38.480> they<00:43:38.720> will<00:43:38.960> still
on the first page and they will still
on the first page and they will still
click<00:43:39.599> on<00:43:39.760> the<00:43:39.920> sponsored<00:43:40.480> ad<00:43:40.720> that<00:43:40.960> your
click on the sponsored ad that your
click on the sponsored ad that your
competitor<00:43:41.599> is<00:43:41.839> doing<00:43:42.160> bidding<00:43:42.480> on<00:43:42.720> your<00:43:42.960> name
competitor is doing bidding on your name
competitor is doing bidding on your name
So<00:43:43.640> then<00:43:44.640> do<00:43:44.880> you<00:43:45.040> hurt<00:43:45.280> yourself<00:43:45.599> or<00:43:45.839> not<00:43:46.160> So
So then do you hurt yourself or not So
So then do you hurt yourself or not So
I'm<00:43:46.640> actually<00:43:46.960> not<00:43:47.359> opposed<00:43:48.000> to<00:43:48.400> branded
I'm actually not opposed to branded
I'm actually not opposed to branded
search<00:43:49.280> I<00:43:49.520> think<00:43:49.680> it<00:43:50.079> is<00:43:50.319> a<00:43:50.560> good<00:43:51.640> indicator<00:43:52.640> Um
search I think it is a good indicator Um
search I think it is a good indicator Um
and<00:43:53.280> it's<00:43:53.520> good<00:43:53.680> to<00:43:54.720> uh<00:43:54.960> it's<00:43:55.200> good<00:43:55.359> to<00:43:55.520> have<00:43:55.680> it
and it's good to uh it's good to have it
and it's good to uh it's good to have it
Yeah<00:43:57.680> from<00:43:57.839> a<00:43:58.000> paid<00:43:58.240> perspective<00:43:58.800> I<00:43:59.040> do<00:43:59.280> think
Yeah from a paid perspective I do think
Yeah from a paid perspective I do think
especially<00:44:00.240> in<00:44:00.560> cyber<00:44:01.119> you<00:44:01.440> do<00:44:01.680> need<00:44:02.079> to<00:44:02.319> bid
especially in cyber you do need to bid
especially in cyber you do need to bid
on<00:44:02.800> your<00:44:02.960> own<00:44:03.119> brand<00:44:03.440> of<00:44:03.599> terms<00:44:03.839> I<00:44:04.079> know<00:44:04.240> it
on your own brand of terms I know it
on your own brand of terms I know it
feels<00:44:04.640> very<00:44:04.880> painful<00:44:05.280> because<00:44:05.520> of<00:44:05.680> all<00:44:05.839> that
feels very painful because of all that
feels very painful because of all that
gorgeous<00:44:06.480> SEO<00:44:06.960> work<00:44:07.200> you<00:44:07.440> did<00:44:07.520> to<00:44:07.839> rank<00:44:08.160> for
gorgeous SEO work you did to rank for
gorgeous SEO work you did to rank for
all<00:44:09.040> those<00:44:09.440> branded<00:44:09.839> and<00:44:10.000> non-branded
all those branded and non-branded
all those branded and non-branded
keywords<00:44:10.800> and<00:44:11.040> then<00:44:11.200> here<00:44:11.359> you<00:44:11.520> are<00:44:11.760> paying
keywords and then here you are paying
keywords and then here you are paying
for<00:44:12.319> them<00:44:12.880> It<00:44:13.119> feels<00:44:13.280> so<00:44:13.520> counterintuitive
for them It feels so counterintuitive
for them It feels so counterintuitive
But<00:44:14.800> with<00:44:15.119> the<00:44:15.359> way<00:44:16.760> that<00:44:17.760> search<00:44:18.000> is<00:44:18.319> moving
But with the way that search is moving
But with the way that search is moving
in<00:44:19.200> relation<00:44:19.520> to<00:44:20.160> AI<00:44:20.560> and
in relation to AI and
in relation to AI and
LLMs<00:44:22.720> and<00:44:23.040> how<00:44:23.440> people<00:44:23.920> are<00:44:24.400> getting<00:44:24.640> to<00:44:24.880> your
LLMs and how people are getting to your
LLMs and how people are getting to your
name<00:44:25.520> these<00:44:26.040> days<00:44:27.040> more<00:44:27.440> competitors<00:44:28.000> are
name these days more competitors are
name these days more competitors are
going<00:44:28.400> to<00:44:28.560> start<00:44:28.800> bidding<00:44:29.200> It<00:44:29.440> is<00:44:29.599> literally
going to start bidding It is literally
going to start bidding It is literally
becoming<00:44:30.319> a<00:44:30.760> strategy<00:44:31.760> that<00:44:32.160> you<00:44:32.319> bid<00:44:32.640> on
becoming a strategy that you bid on
becoming a strategy that you bid on
competitor<00:44:33.359> keywords<00:44:33.920> because<00:44:34.319> non-branded
competitor keywords because non-branded
competitor keywords because non-branded
keywords<00:44:35.440> are<00:44:35.680> getting<00:44:35.920> eaten<00:44:36.240> up<00:44:36.560> in<00:44:36.880> the<00:44:37.200> LLM
keywords are getting eaten up in the LLM
keywords are getting eaten up in the LLM
world<00:44:38.880> And<00:44:39.119> so<00:44:40.079> the<00:44:40.400> only<00:44:40.640> way<00:44:40.800> for<00:44:41.040> paid
world And so the only way for paid
world And so the only way for paid
search<00:44:41.599> to<00:44:41.760> work<00:44:41.920> and<00:44:42.160> to<00:44:42.319> get<00:44:43.280> found<00:44:43.760> is<00:44:44.079> to
search to work and to get found is to
search to work and to get found is to
know<00:44:44.480> which<00:44:44.800> competitors<00:44:45.200> are<00:44:45.359> showing<00:44:45.520> up<00:44:45.599> in
know which competitors are showing up in
know which competitors are showing up in
LLMs<00:44:46.319> and<00:44:46.480> then<00:44:46.640> making<00:44:46.800> sure<00:44:46.880> that<00:44:47.040> you're
LLMs and then making sure that you're
LLMs and then making sure that you're
bidding<00:44:47.440> on<00:44:47.599> their<00:44:47.839> keywords<00:44:48.160> so<00:44:48.319> that<00:44:48.480> you're
bidding on their keywords so that you're
bidding on their keywords so that you're
showing<00:44:48.800> up<00:44:48.880> in<00:44:49.119> relation<00:44:49.280> to<00:44:49.440> them<00:44:49.680> So<00:44:49.760> it's<00:44:49.920> a
showing up in relation to them So it's a
showing up in relation to them So it's a
really<00:44:50.240> great<00:44:50.480> strategy<00:44:51.359> but<00:44:51.599> if<00:44:51.760> you're<00:44:51.920> not
really great strategy but if you're not
really great strategy but if you're not
bidding<00:44:52.319> on<00:44:52.480> your<00:44:52.640> keywords<00:44:53.200> I<00:44:53.359> guarantee<00:44:53.760> you
bidding on your keywords I guarantee you
bidding on your keywords I guarantee you
someone<00:44:54.400> else<00:44:54.880> might<00:44:55.119> be<00:44:55.520> So<00:44:55.760> yes<00:44:56.480> for<00:44:56.720> sure<00:44:57.520> to
someone else might be So yes for sure to
someone else might be So yes for sure to
that<00:44:58.400> And<00:44:58.640> then<00:44:58.880> you<00:44:59.119> can<00:44:59.280> also<00:44:59.520> measure<00:45:00.240> um<00:45:00.400> in
that And then you can also measure um in
that And then you can also measure um in
terms<00:45:00.880> of<00:45:02.160> um<00:45:02.560> performance<00:45:03.280> in<00:45:03.440> terms<00:45:03.599> of<00:45:03.760> your
terms of um performance in terms of your
terms of um performance in terms of your
if<00:45:04.160> you're<00:45:04.319> getting<00:45:04.560> brand<00:45:04.920> recognition
if you're getting brand recognition
if you're getting brand recognition
search<00:45:06.319> volume<00:45:07.280> impression<00:45:07.760> volume<00:45:08.240> against
search volume impression volume against
search volume impression volume against
your<00:45:08.880> branded<00:45:09.359> keyword<00:45:10.079> both<00:45:10.400> organically
your branded keyword both organically
your branded keyword both organically
and<00:45:11.119> from<00:45:11.280> a<00:45:11.440> paid<00:45:11.680> perspective<00:45:12.079> to<00:45:12.319> give<00:45:12.480> that
and from a paid perspective to give that
and from a paid perspective to give that
leading<00:45:13.040> indicator<00:45:13.440> of<00:45:13.680> or<00:45:14.640> lagging
leading indicator of or lagging
leading indicator of or lagging
indicator<00:45:15.520> rather<00:45:16.160> of<00:45:16.560> are<00:45:16.880> more<00:45:17.119> people<00:45:17.839> in
indicator rather of are more people in
indicator rather of are more people in
market<00:45:18.400> for<00:45:18.640> you<00:45:18.800> because<00:45:19.040> you're<00:45:19.200> doing<00:45:19.359> a
market for you because you're doing a
market for you because you're doing a
good<00:45:19.680> job<00:45:19.760> of<00:45:20.000> building<00:45:20.480> brand<00:45:20.960> So<00:45:21.440> slightly
good job of building brand So slightly
good job of building brand So slightly
two<00:45:22.079> different<00:45:22.240> conversations<00:45:22.720> but<00:45:23.040> yes<00:45:23.440> to
two different conversations but yes to
two different conversations but yes to
both<00:45:23.839> of<00:45:24.000> them<00:45:24.480> I<00:45:24.720> am<00:45:24.880> here<00:45:25.359> for<00:45:25.599> it<00:45:25.920> Like<00:45:26.079> I
both of them I am here for it Like I
both of them I am here for it Like I
said<00:45:26.400> Arpine<00:45:26.960> I<00:45:27.200> could<00:45:27.359> literally<00:45:27.760> hang<00:45:27.920> out
said Arpine I could literally hang out
said Arpine I could literally hang out
with<00:45:28.160> you<00:45:28.400> I<00:45:28.560> was<00:45:28.640> so<00:45:29.359> h<00:45:29.760> I<00:45:29.920> was<00:45:30.079> so<00:45:30.240> excited<00:45:30.480> to
with you I was so h I was so excited to
with you I was so h I was so excited to
like<00:45:30.960> I'm<00:45:31.040> gonna<00:45:31.280> ask<00:45:31.359> Arpine<00:45:31.760> on<00:45:31.920> my<00:45:32.079> show
like I'm gonna ask Arpine on my show
like I'm gonna ask Arpine on my show
This<00:45:32.480> is<00:45:32.680> really<00:45:33.680> nerve-wracking<00:45:34.240> but<00:45:34.400> I
This is really nerve-wracking but I
This is really nerve-wracking but I
really<00:45:34.720> would<00:45:34.880> love<00:45:35.200> because<00:45:35.440> I<00:45:35.680> could<00:45:36.000> just
really would love because I could just
really would love because I could just
keep<00:45:36.640> asking<00:45:37.280> questions<00:45:37.760> I<00:45:37.920> don't<00:45:38.079> normally
keep asking questions I don't normally
keep asking questions I don't normally
do<00:45:38.480> such<00:45:38.800> rapid<00:45:39.119> fire<00:45:39.440> It's<00:45:39.680> a<00:45:39.839> little<00:45:39.920> bit
do such rapid fire It's a little bit
do such rapid fire It's a little bit
more<00:45:40.240> conversational<00:45:40.960> but<00:45:41.280> I<00:45:41.520> just<00:45:41.680> had<00:45:41.839> a<00:45:42.000> lot
more conversational but I just had a lot
more conversational but I just had a lot
of<00:45:42.319> questions<00:45:42.720> So<00:45:42.960> thank<00:45:43.119> you<00:45:43.280> for<00:45:43.520> bearing
of questions So thank you for bearing
of questions So thank you for bearing
with<00:45:44.079> me<00:45:44.319> and<00:45:44.640> answering<00:45:45.520> all<00:45:45.760> of<00:45:45.839> them<00:45:46.079> If
with me and answering all of them If
with me and answering all of them If
people<00:45:46.640> have<00:45:46.880> more<00:45:47.119> questions<00:45:47.440> like<00:45:47.680> I<00:45:47.839> do<00:45:48.400> and
people have more questions like I do and
people have more questions like I do and
want<00:45:48.880> to<00:45:49.040> learn<00:45:49.200> more<00:45:49.440> about<00:45:49.760> Threat<00:45:50.160> Connect
want to learn more about Threat Connect
want to learn more about Threat Connect
and<00:45:50.800> what<00:45:51.040> you<00:45:51.280> do<00:45:51.440> in<00:45:51.760> relation<00:45:52.079> to<00:45:52.720> data<00:45:53.119> and
and what you do in relation to data and
and what you do in relation to data and
KPIs<00:45:54.319> and<00:45:54.800> measuring<00:45:55.280> performance<00:45:55.839> where<00:45:56.079> can
KPIs and measuring performance where can
KPIs and measuring performance where can
they<00:45:56.400> find<00:45:56.560> you<00:45:57.920> Um<00:45:58.480> well<00:45:58.800> LinkedIn<00:45:59.520> Um<00:45:59.920> I<00:46:00.160> I<00:46:00.560> go
they find you Um well LinkedIn Um I I go
they find you Um well LinkedIn Um I I go
through<00:46:00.960> phases<00:46:01.280> on<00:46:01.520> LinkedIn<00:46:01.839> When<00:46:02.000> it's
through phases on LinkedIn When it's
through phases on LinkedIn When it's
super<00:46:02.560> busy<00:46:02.880> I<00:46:03.119> post<00:46:03.520> and<00:46:03.760> then<00:46:04.160> uh<00:46:04.319> sorry<00:46:04.560> when
super busy I post and then uh sorry when
super busy I post and then uh sorry when
it's<00:46:04.960> super<00:46:05.200> busy<00:46:05.440> I<00:46:05.680> don't<00:46:05.920> post<00:46:06.720> um<00:46:07.359> and
it's super busy I don't post um and
it's super busy I don't post um and
honestly<00:46:08.640> don't<00:46:08.880> check<00:46:09.200> messages<00:46:09.680> that<00:46:10.000> well
honestly don't check messages that well
honestly don't check messages that well
but<00:46:10.960> most<00:46:11.280> of<00:46:11.359> the<00:46:11.599> time<00:46:12.000> I<00:46:12.319> am<00:46:12.560> there<00:46:12.880> and<00:46:13.119> I
but most of the time I am there and I
but most of the time I am there and I
post<00:46:13.599> occasionally<00:46:14.079> and<00:46:14.400> I<00:46:14.560> do<00:46:14.720> check<00:46:14.880> my
post occasionally and I do check my
post occasionally and I do check my
messages<00:46:15.520> and<00:46:15.760> that's<00:46:16.000> probably<00:46:16.240> the<00:46:16.560> best
messages and that's probably the best
messages and that's probably the best
way<00:46:17.040> to<00:46:17.599> reach<00:46:17.920> me<00:46:18.800> Um<00:46:19.280> if<00:46:19.599> you<00:46:19.920> have<00:46:20.079> any
way to reach me Um if you have any
way to reach me Um if you have any
questions<00:46:21.599> um<00:46:21.839> and<00:46:22.160> then<00:46:22.880> yeah<00:46:23.440> threat
questions um and then yeah threat
questions um and then yeah threat
connect<00:46:24.400> website<00:46:24.880> thre<00:46:25.800> threconnect.com<00:46:26.800> we
connect website thre threconnect.com we
connect website thre threconnect.com we
have<00:46:27.359> some<00:46:28.079> uh<00:46:28.359> great<00:46:29.520> uh<00:46:29.839> chat<00:46:30.480> options<00:46:31.119> as
have some uh great uh chat options as
have some uh great uh chat options as
well<00:46:31.599> as<00:46:32.400> uh<00:46:32.880> demo<00:46:33.280> requests<00:46:33.760> and<00:46:34.079> ways<00:46:34.400> to
well as uh demo requests and ways to
well as uh demo requests and ways to
contact<00:46:35.040> us<00:46:35.760> And<00:46:36.000> also<00:46:36.319> if<00:46:36.480> you<00:46:36.640> are<00:46:36.800> a
contact us And also if you are a
contact us And also if you are a
marketer<00:46:37.359> and<00:46:37.599> you<00:46:37.760> have<00:46:37.920> any<00:46:38.480> thoughts<00:46:38.880> about
marketer and you have any thoughts about
marketer and you have any thoughts about
like<00:46:39.920> what<00:46:40.240> we<00:46:40.560> talked<00:46:40.880> about<00:46:41.119> or<00:46:41.440> any<00:46:42.560> um
like what we talked about or any um
like what we talked about or any um
anything<00:46:43.520> you<00:46:43.760> think<00:46:44.000> we<00:46:44.240> could<00:46:44.480> improve<00:46:44.960> on
anything you think we could improve on
anything you think we could improve on
together<00:46:46.720> um<00:46:47.520> definitely<00:46:47.920> reach<00:46:48.160> out<00:46:48.400> I<00:46:48.640> do
together um definitely reach out I do
together um definitely reach out I do
want<00:46:48.880> to<00:46:48.960> add<00:46:49.200> one<00:46:49.440> more<00:46:49.599> thing<00:46:50.640> uh<00:46:50.880> because
want to add one more thing uh because
want to add one more thing uh because
you<00:46:51.599> mentioned<00:46:52.400> uh<00:46:52.640> we<00:46:53.119> had<00:46:53.359> this<00:46:53.599> talk<00:46:53.839> with
you mentioned uh we had this talk with
you mentioned uh we had this talk with
our<00:46:54.400> CMO<00:46:54.960> Charles<00:46:55.599> at<00:46:55.920> cyber<00:46:56.319> marketing<00:46:57.200> uh
our CMO Charles at cyber marketing uh
our CMO Charles at cyber marketing uh
conference<00:46:58.079> last<00:46:58.400> year<00:46:58.960> We<00:46:59.280> actually<00:46:59.599> have<00:46:59.839> a
conference last year We actually have a
conference last year We actually have a
monthly<00:47:01.200> uh<00:47:01.560> session<00:47:02.560> within<00:47:02.960> the<00:47:03.200> cyber
monthly uh session within the cyber
monthly uh session within the cyber
security<00:47:04.079> marketing<00:47:04.640> society<00:47:05.119> where<00:47:05.440> we<00:47:05.680> talk
security marketing society where we talk
security marketing society where we talk
about<00:47:06.640> funnel<00:47:07.119> metrics<00:47:07.760> and<00:47:08.079> all<00:47:08.400> things<00:47:09.040> that
about funnel metrics and all things that
about funnel metrics and all things that
might<00:47:09.599> be<00:47:10.560> bothering<00:47:11.200> people<00:47:11.520> or<00:47:11.760> that<00:47:12.000> they
might be bothering people or that they
might be bothering people or that they
just<00:47:12.319> want<00:47:12.480> to<00:47:12.640> vent<00:47:12.960> about<00:47:13.280> in<00:47:13.680> cyber
just want to vent about in cyber
just want to vent about in cyber
security<00:47:14.480> demand<00:47:14.960> genen<00:47:15.760> uh<00:47:15.920> through<00:47:16.240> cyber
security demand genen uh through cyber
security demand genen uh through cyber
security<00:47:17.040> marketing<00:47:17.520> society<00:47:18.160> So<00:47:18.400> if<00:47:18.560> if<00:47:18.880> you
security marketing society So if if you
security marketing society So if if you
are<00:47:19.200> a<00:47:19.359> cyber<00:47:19.760> security<00:47:20.240> marketer<00:47:20.640> and<00:47:20.960> want
are a cyber security marketer and want
are a cyber security marketer and want
to<00:47:21.280> join<00:47:21.680> those<00:47:22.000> sessions<00:47:23.200> um<00:47:23.760> let<00:47:24.000> me<00:47:24.079> know
to join those sessions um let me know
to join those sessions um let me know
because<00:47:24.640> I<00:47:24.960> can<00:47:25.119> definitely<00:47:25.839> get<00:47:26.079> you<00:47:26.319> signed
because I can definitely get you signed
because I can definitely get you signed
up<00:47:26.800> for<00:47:26.960> that
up for that
up for that
Oh<00:47:28.319> that's<00:47:28.640> so<00:47:29.000> cool<00:47:30.000> Oh<00:47:30.560> I<00:47:30.800> have<00:47:30.880> the<00:47:31.040> worst
Oh that's so cool Oh I have the worst
Oh that's so cool Oh I have the worst
FOMO<00:47:31.599> ever<00:47:32.000> That<00:47:32.160> is<00:47:32.319> amazing<00:47:33.280> Um<00:47:33.839> we<00:47:34.079> will
FOMO ever That is amazing Um we will
FOMO ever That is amazing Um we will
drop<00:47:34.400> all<00:47:34.560> the<00:47:34.720> links<00:47:34.880> to<00:47:35.040> all<00:47:35.200> the<00:47:35.359> things<00:47:35.599> If
drop all the links to all the things If
drop all the links to all the things If
you<00:47:35.920> are<00:47:36.160> a<00:47:36.400> marketer<00:47:36.800> in<00:47:37.040> cyber<00:47:37.680> and<00:47:37.920> you<00:47:38.160> are
you are a marketer in cyber and you are
you are a marketer in cyber and you are
not<00:47:38.480> in<00:47:38.720> the<00:47:38.960> cyber<00:47:39.440> marketing<00:47:40.079> society<00:47:40.960> you
not in the cyber marketing society you
not in the cyber marketing society you
should<00:47:41.280> go<00:47:41.440> sign<00:47:41.599> up<00:47:41.920> immediately<00:47:42.560> and<00:47:42.880> then
should go sign up immediately and then
should go sign up immediately and then
contact<00:47:43.520> Arpine<00:47:44.000> and<00:47:44.079> tell<00:47:44.160> her<00:47:44.400> you<00:47:44.560> want<00:47:44.640> to
contact Arpine and tell her you want to
contact Arpine and tell her you want to
join<00:47:44.880> this<00:47:45.119> thing<00:47:45.680> and<00:47:45.839> and<00:47:46.160> then<00:47:46.400> tell<00:47:46.560> me<00:47:46.720> you
join this thing and and then tell me you
join this thing and and then tell me you
joined<00:47:47.040> that<00:47:47.200> thing<00:47:47.440> so<00:47:47.680> I<00:47:47.839> can<00:47:48.000> be<00:47:48.079> a<00:47:48.240> fly<00:47:48.400> on
joined that thing so I can be a fly on
joined that thing so I can be a fly on
the<00:47:48.720> wall<00:47:48.880> and<00:47:49.040> pick<00:47:49.200> your<00:47:49.359> brain<00:47:50.359> Um<00:47:51.359> last
the wall and pick your brain Um last
the wall and pick your brain Um last
question<00:47:51.920> for<00:47:52.160> you<00:47:52.400> because<00:47:52.640> you<00:47:52.800> are<00:47:52.960> more
question for you because you are more
question for you because you are more
than<00:47:53.359> a<00:47:53.520> marketer<00:47:54.400> Uh<00:47:55.160> and<00:47:56.160> we<00:47:56.400> all<00:47:56.560> need<00:47:56.640> a
than a marketer Uh and we all need a
than a marketer Uh and we all need a
little<00:47:56.960> joy<00:47:57.200> in<00:47:57.359> our<00:47:57.520> lives<00:47:57.680> right<00:47:57.839> now<00:47:58.079> Spring
little joy in our lives right now Spring
little joy in our lives right now Spring
is<00:47:58.480> here<00:47:58.880> Summer<00:47:59.119> is<00:48:00.000> weeks<00:48:00.400> away<00:48:01.200> What<00:48:01.520> is
is here Summer is weeks away What is
is here Summer is weeks away What is
currently<00:48:02.319> bringing<00:48:02.720> you<00:48:02.960> joy<00:48:03.760> outside<00:48:04.680> of
currently bringing you joy outside of
currently bringing you joy outside of
work
work
work
Um<00:48:08.319> so<00:48:08.640> two<00:48:08.960> things<00:48:09.280> I<00:48:09.599> want<00:48:09.680> to<00:48:09.839> mention<00:48:10.480> Uh
Um so two things I want to mention Uh
Um so two things I want to mention Uh
one<00:48:11.280> thing<00:48:11.599> is<00:48:12.000> my<00:48:12.480> dog<00:48:13.280> Um<00:48:14.079> I<00:48:14.720> absolutely
one thing is my dog Um I absolutely
one thing is my dog Um I absolutely
adore<00:48:15.760> her<00:48:16.240> She<00:48:16.880> is<00:48:17.599> uh<00:48:17.839> a<00:48:18.079> cyber<00:48:18.960> cyber<00:48:19.359> dog
adore her She is uh a cyber cyber dog
adore her She is uh a cyber cyber dog
because<00:48:19.839> I<00:48:20.079> adopted<00:48:20.560> her<00:48:20.720> after<00:48:21.040> meeting<00:48:21.359> her
because I adopted her after meeting her
because I adopted her after meeting her
at<00:48:21.720> RSA<00:48:22.720> two<00:48:22.960> years<00:48:23.200> ago<00:48:24.000> Uh<00:48:24.400> so<00:48:24.640> there<00:48:24.880> is<00:48:25.040> a
at RSA two years ago Uh so there is a
at RSA two years ago Uh so there is a
fun<00:48:25.680> story<00:48:26.000> there<00:48:26.640> Um<00:48:27.359> but<00:48:27.599> I<00:48:27.839> met<00:48:28.000> her<00:48:28.160> there
fun story there Um but I met her there
fun story there Um but I met her there
as<00:48:28.559> a<00:48:28.720> puppy<00:48:29.119> that<00:48:29.359> some<00:48:29.599> booth<00:48:29.920> had<00:48:30.160> puppies
as a puppy that some booth had puppies
as a puppy that some booth had puppies
in<00:48:30.720> their<00:48:30.880> booth<00:48:31.200> and<00:48:31.440> I<00:48:31.599> just<00:48:31.760> fell<00:48:31.920> in<00:48:32.079> love
in their booth and I just fell in love
in their booth and I just fell in love
and<00:48:32.480> now<00:48:32.640> she's<00:48:32.880> my<00:48:33.119> dog<00:48:33.760> So<00:48:34.079> she<00:48:34.640> is<00:48:35.040> awesome<00:48:35.520> I
and now she's my dog So she is awesome I
and now she's my dog So she is awesome I
love<00:48:36.400> playing<00:48:36.720> with<00:48:36.880> her<00:48:37.119> and<00:48:37.520> spending<00:48:37.920> time
love playing with her and spending time
love playing with her and spending time
with<00:48:38.240> her<00:48:38.400> in<00:48:38.640> all<00:48:38.880> kinds<00:48:39.040> of<00:48:39.200> ways<00:48:39.920> Um<00:48:40.319> the
with her in all kinds of ways Um the
with her in all kinds of ways Um the
second<00:48:40.800> thing<00:48:40.960> is<00:48:41.200> board<00:48:41.520> games<00:48:41.839> You<00:48:42.000> can<00:48:42.160> see
second thing is board games You can see
second thing is board games You can see
some<00:48:42.480> of<00:48:42.640> them<00:48:43.359> uh<00:48:43.599> behind<00:48:44.000> me<00:48:44.640> and<00:48:44.880> it<00:48:45.119> is<00:48:45.280> kind
some of them uh behind me and it is kind
some of them uh behind me and it is kind
of<00:48:45.599> a<00:48:45.760> nerdy<00:48:46.160> thing<00:48:46.400> but<00:48:46.880> actually<00:48:47.200> a<00:48:47.440> direct
of a nerdy thing but actually a direct
of a nerdy thing but actually a direct
parallel<00:48:48.160> to<00:48:48.400> marketing<00:48:48.880> because<00:48:49.119> just<00:48:49.359> like
parallel to marketing because just like
parallel to marketing because just like
you<00:48:50.319> know<00:48:50.480> we<00:48:50.640> have<00:48:50.720> a<00:48:50.960> goal<00:48:51.280> we're<00:48:51.520> trying<00:48:51.680> to
you know we have a goal we're trying to
you know we have a goal we're trying to
figure<00:48:52.000> out<00:48:52.240> how<00:48:52.400> to<00:48:52.559> get<00:48:52.640> there<00:48:53.040> That's<00:48:53.280> kind
figure out how to get there That's kind
figure out how to get there That's kind
of<00:48:53.440> the<00:48:53.680> same<00:48:53.839> in<00:48:54.000> in<00:48:54.480> board<00:48:54.800> games<00:48:55.680> Um<00:48:56.079> so<00:48:56.240> it
of the same in in board games Um so it
of the same in in board games Um so it
is<00:48:56.640> nice<00:48:56.880> to<00:48:57.359> exercise<00:48:58.000> the<00:48:58.319> brain<00:48:58.559> in<00:48:58.800> the
is nice to exercise the brain in the
is nice to exercise the brain in the
same<00:48:59.119> way<00:48:59.359> but<00:48:59.599> doing<00:48:59.839> something<00:49:00.079> a<00:49:00.319> little
same way but doing something a little
same way but doing something a little
bit<00:49:00.559> more
bit more
bit more
fun<00:49:03.599> We<00:49:03.839> love<00:49:04.000> board<00:49:04.319> games<00:49:04.640> don't<00:49:04.800> we<00:49:04.960> Elijah
fun We love board games don't we Elijah
fun We love board games don't we Elijah
We<00:49:05.520> had<00:49:05.599> a<00:49:05.760> whole<00:49:05.920> conversation<00:49:06.400> last<00:49:06.720> week
We had a whole conversation last week
We had a whole conversation last week
with<00:49:07.200> our<00:49:07.520> previous<00:49:07.839> guest<00:49:08.240> Mark<00:49:08.640> all<00:49:08.800> about
with our previous guest Mark all about
with our previous guest Mark all about
board<00:49:09.359> games<00:49:09.680> because<00:49:10.160> yes<00:49:10.640> they<00:49:10.960> are<00:49:11.839> they
board games because yes they are they
board games because yes they are they
are<00:49:12.319> joy<00:49:12.800> They're<00:49:13.119> absolute<00:49:14.319> absolute<00:49:14.720> joy<00:49:15.040> I
are joy They're absolute absolute joy I
are joy They're absolute absolute joy I
think<00:49:15.359> we're<00:49:15.520> going<00:49:15.599> to<00:49:15.680> have<00:49:15.839> to<00:49:16.000> have<00:49:16.160> like<00:49:16.400> a
think we're going to have to have like a
think we're going to have to have like a
a<00:49:18.160> virtual<00:49:18.720> board<00:49:19.119> game<00:49:20.200> pow-wow<00:49:21.200> somehow<00:49:21.760> Yes
a virtual board game pow-wow somehow Yes
a virtual board game pow-wow somehow Yes
It's<00:49:22.960> I've<00:49:23.280> I've<00:49:23.520> been<00:49:23.680> torn<00:49:24.160> between
It's I've I've been torn between
It's I've I've been torn between
Dungeons<00:49:24.960> and<00:49:25.200> Dragons<00:49:25.760> and<00:49:26.240> board<00:49:26.480> games<00:49:26.880> So
Dungeons and Dragons and board games So
Dungeons and Dragons and board games So
I<00:49:27.200> I'm<00:49:27.520> torn<00:49:27.920> I<00:49:28.160> want<00:49:28.319> to<00:49:28.400> do<00:49:28.559> it<00:49:28.720> all<00:49:28.880> but<00:49:29.280> uh
I I'm torn I want to do it all but uh
I I'm torn I want to do it all but uh
we'll<00:49:29.760> have<00:49:29.839> to<00:49:30.319> re<00:49:30.400> bring<00:49:30.559> me<00:49:30.720> in<00:49:30.960> We'll
we'll have to re bring me in We'll
we'll have to re bring me in We'll
figure<00:49:31.280> it<00:49:31.440> out<00:49:31.760> We'll<00:49:31.920> figure<00:49:32.079> it<00:49:32.160> out<00:49:32.480> We'll
figure it out We'll figure it out We'll
figure it out We'll figure it out We'll
figure<00:49:32.800> out<00:49:33.920> All<00:49:34.000> right<00:49:34.240> Arpine<00:49:34.720> We're<00:49:34.800> going
figure out All right Arpine We're going
figure out All right Arpine We're going
to<00:49:34.960> invite<00:49:35.200> you<00:49:35.359> to<00:49:35.520> our<00:49:35.760> next<00:49:35.920> board<00:49:36.160> game
to invite you to our next board game
to invite you to our next board game
session<00:49:36.720> It's<00:49:36.880> going<00:49:36.960> to<00:49:37.040> be<00:49:37.200> brilliant<00:49:38.000> And
session It's going to be brilliant And
session It's going to be brilliant And
uh<00:49:39.040> I'm<00:49:39.280> so<00:49:39.440> grateful<00:49:39.920> Thank<00:49:40.160> you<00:49:40.319> so<00:49:40.559> much<00:49:40.720> for
uh I'm so grateful Thank you so much for
uh I'm so grateful Thank you so much for
joining<00:49:41.280> me<00:49:41.599> If<00:49:41.760> you<00:49:42.000> liked<00:49:42.240> this<00:49:42.559> episode
joining me If you liked this episode
joining me If you liked this episode
please<00:49:43.200> like<00:49:43.520> subscribe<00:49:44.000> and<00:49:44.240> share<00:49:44.880> This
please like subscribe and share This
please like subscribe and share This
episode<00:49:45.440> is<00:49:45.680> brought<00:49:45.839> to<00:49:45.920> you<00:49:46.079> by<00:49:46.240> MKG
episode is brought to you by MKG
episode is brought to you by MKG
Marketing<00:49:47.200> the<00:49:47.359> digital<00:49:47.599> marketing<00:49:47.839> agency
Marketing the digital marketing agency
Marketing the digital marketing agency
that<00:49:48.400> helps<00:49:48.800> complex<00:49:49.200> brands<00:49:49.520> like<00:49:49.760> cyber
that helps complex brands like cyber
that helps complex brands like cyber
security<00:49:50.400> get<00:49:50.559> found<00:49:50.800> via<00:49:51.040> SEO<00:49:51.359> and<00:49:51.599> digital
security get found via SEO and digital
security get found via SEO and digital
ads<00:49:52.319> Hosted<00:49:52.640> by<00:49:52.720> me<00:49:52.960> Carrie<00:49:53.200> Guard<00:49:53.440> CEO<00:49:53.599> and
ads Hosted by me Carrie Guard CEO and
ads Hosted by me Carrie Guard CEO and
co-founder<00:49:54.079> of<00:49:54.160> MKG<00:49:54.640> Marketing<00:49:55.200> Music<00:49:55.520> mix
co-founder of MKG Marketing Music mix
co-founder of MKG Marketing Music mix
and<00:49:55.839> mastering<00:49:56.240> done<00:49:56.480> by<00:49:56.559> the<00:49:56.800> amazing<00:49:57.119> Elijah
and mastering done by the amazing Elijah
and mastering done by the amazing Elijah
Drown<00:49:58.000> my<00:49:58.240> podcast<00:49:58.800> sidekick<00:49:59.280> And<00:49:59.359> if<00:49:59.520> you'd
Drown my podcast sidekick And if you'd
Drown my podcast sidekick And if you'd
like<00:49:59.760> to<00:49:59.839> be<00:50:00.000> a<00:50:00.160> guest<00:50:00.559> DM<00:50:00.880> me<00:50:01.280> I'd<00:50:01.520> love<00:50:01.599> to
like to be a guest DM me I'd love to
like to be a guest DM me I'd love to
have<00:50:01.920> you<00:50:02.079> on<00:50:02.480> Thank<00:50:02.640> you<00:50:02.800> all<00:50:02.960> so<00:50:03.119> much<00:50:03.359> Have<00:50:03.440> a
have you on Thank you all so much Have a
have you on Thank you all so much Have a
great<00:50:03.760> day
[Applause]