Arpine Babloyan: Marketing Isn’t a Lead Machine. It’s a Clarity Engine.

Host Kerry Guard interviews Arpine, VP of Global Demand Gen at ThreatConnect, about waterfall metrics, data-driven marketing, and sober networking at conventions.

Learn how clear marketing goals and tracking KPIs measure meaningful success. Arpine also discusses when adjusting marketing strategies and goals is actually effective throughout the year (versus changing goals to boost leaders' egos).

Connect with Arpine on LinkedIn: https://www.linkedin.com/in/arpine/ to dive into any of these topics discussed in this episode.

This podcast is powered by MKG Marketing, a digital agency helping cybersecurity and data-driven brands grow revenue without wasting spend. Want to learn more about all of our guests featured?  Feel free! https://mkgmarketinginc.com/podcasts/marketing-leaders/#episodes

• (00:00) - Welcome & Hiatus Recap
• (02:00) - Meeting Arpine at Cyber Marketing Con
• (06:00) - Trade Show Takeaways: RSA & Buyer Intent
• (10:00) - Human Connection in the Booth: People first, product second
• (14:00) - Sales + Marketing: From Silos to Shared Revenue Goals
• (19:00) - The Reverse Waterfall: Goal-Setting with Realistic Conversion Rates
• (24:00) - Hypothesis-Driven Optimization
• (29:00) - Attribution & Influence Beyond Last Touch
• (34:00) - Brand & Demand Gen: Measuring the Intangibl
• (39:00) - Closing: Connect with Arpine, Joy & hang with MKG at Future remote board game sessions

Creators and Guests

KG

Designer

Kerry Guard

What is Tea Time With Tech Marketing Leaders?

Your go-to digital marketing toolkit: Tea Time with Tech Marketing Leaders Podcast.

In-depth discussions with leading voices in tech marketing, uncovering the challenges they face and the innovative solutions they're implementing.

Our goal is to provide you with sincere value, perspectives, learnings, and transparent advice you can apply directly to your digital marketing strategy.

This podcast is a proud production of MKG Marketing (https://mkgmarketinginc.com). Our tailored digital marketing strategies for B2B SaaS organizations are transparent and measured: making every impression count.

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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]