Listen: Partner, Ableman, Lofton discussed on Inside Intercom Podcast
"Differently? You wanna document what is it the customers trying to accomplish what's the ideal sentiment or action that they have? And then she identifies these things called moments of truth. And if you can figure out what that moment of truth is at each stage of the customer journey and over deliver. That's where you really can build out the relationship with the customer and differentiate yourselves. So we did that we're actually still in the process of doing that were at the step where we need to now validate that with the customer, our is our view of what the customer thinks is important as the same view as our customers. And a lot of times you'll see the divide there. And can make course corrections. So. So I think through that then you identify what are the programs that we can partner with other people inside the organization to put in place to continuously improve. So we're we're in the midst of doing that as we speak and I've done that previously as well. Not so great a love this allows us meant that Allah and stepping worse thinks. Yeah. Wrote another one too sounds great. We have almost done something similar where we looked at customer bind during. So it's if you're looked experience after they become a customer, we when look experience before they become a customer at a segment level and trying to about was the key stages on the journey and use that information to make sure the we'd provide the right message aints rose right channels right decision makers at the right point and the buying journey. And it's incredible. The insights we get from talking to our customers into prospects and understanding all different parts of the journey. And then when we communicate to customers was us. We're very fortunate to be able to use a product. So in product messages to understand what exactly customer so doing at every stage of the buying journey and of their product experience, and then gauge with them at that stage was relevant information. But I'm gonna look into that. I love the concept, and I think the more we can do it's really is using her come to do this. Yes. So thank you for that. Yeah. Now, what about your partnership experience with sales? I'm sure sales and support. I also some of the teams that are thinking about the same questions and also thinking about how does it create a need to collaborate was marketing to create those moments of delighting customers. Can you talk a little bit about how you work with the support and sale seems sales off sure sales left has been different than any company. I've ever worked up before have to say and one of the things that drew me there the commitment of the company to put customers first and one of our other cultural values team over self in. We truly are an account based strategy for the company there is no marketing needs to deliver this and sales deliverance that it's who are targeted counts. How are we engaging them? What can marketing do what conceals do? And it's a true. Outbound Orion tation. I absolutely love it. It is a true partnership, and our CRO and myself Sean Murray in a we talk about the factors that categorize our quantify who are target accounts. Are so marketing owns target accounts and selection of the list, and then we work with sales to prioritize those lists and define the segmentation that we want to go after and the the methodologies for going after them. And then, of course, we tear the accounts, and we put invest more resources in the top tiers than than the scale activities for the lower tier. And so that that partnership is in place. We also have a great partnership with sales Ableman team as they look to gather feedback build messages train, and then we use insights from our product as to what messages are resonating with the customers. So that's that's been quite different than previous experiences where it was a little bit more on the traditional side of marketing where my leads. And then marketing would say why don't you fall up on my lead sale definitely heard that story before. So it's it's a true partnership on the support side at sales Lofton at previous company. So I like the direction it's going into only been at sales offer for months, so I'm still and a lot of the leaders are relatively new what love on the support side that we're talking about right now is that we identify best, practices and benchmarks.."