The Payoff When Customers are the Center of Everything for Marketing and Sales


I welcome once again I wish I had this a few years ago I've been running sales and marketing several different companies Jocelyn welcome thank you for having me we've heard a lot from pundits in the past the customer should be the center of everything for marketing and sales yeah absolutely I mean I can really go to the founding story to really get there in that allocated was ended via marketer who really went to solve her own problem and that has meant that the customer almost leads the company in not management it probably starts here with the S. l. m. a radio show and the man who has put it all together keeps it alive and growing all the really did go to to solve our own problems so marketers have this amazing responsibility for growth in a company and they have this amazing sort of accountable today but before we start that I think it's important that people understand more about allocating other than what I just said in the introduction can you give us a couple rundown of what the company does and why it's important to marketers today also how it pertains to this art and science of Customer Loyalty Ornaments Management that enables workers to plant strategically invest with purpose measure the performance sober activities and ultimately maximize marketing impact on sales accessibility Arabia when they can listen to it anytime that they feel like isn't that great isn't social media wonder why I appreciate that you have your device in the room there and also fall yes I am did it was a great program I raised up to Joson talk more about this issue of the customer being the center of everything so there's and revenue she oversees sales and customer success teams at our kids allocate is a marketing platform recognized leader in Marketing Equipmet this eleven years we've had five hundred twenty eight episodes in twelve thousand six hundred and six listeners in this week the show is also available through two years at the customer is why you're in business at low and why they're important what we should do about everybody wants to tell us what we should do about it now you agree I'm doing their job but they don't really have the tools to do it they've really been kind of left out of really being able to have the tools to run their business around the amount of investment amount of money that they're spending to get this done and what they're being held accountable for the the kind of measurement that's responsible for yeah exactly exactly there's a world outside of just the CRM system and marketing becoming an insanely complex job with tons of specialization and regular show we could say I'm always excited about all the shows but Jocelyn Brown comes doing this I listen to her on sales pipeline radio when she did Osho there the art science mission and how the customer really ends up at the center of that is that we believe so strongly that those marketers have an important job and we WANNA make sure they can do it you have every tool to be really confident about how they're investing how they're supporting the company's growth and what they should be doing next we need to make sure that they really have all the information available to discuss this today but you're gonNA take a lot further just a concept for more than idea that that passes a quickly at a conference keynote when somebody stands up and so oh company goals making sure they're always spending in the right way to actually grow that company and then they need to be able to optimize it's not a static Kinda function title where program today is the payoff when customers of the center of everything for marketing and Sales Jocelyn Brown is the senior vice president custom Dean Stewart went to go and solve it so right from the beginning if you're very fortunate coming in as a customer leader sort of later in the in the game of this more that they can make those big bats big decisions to actually fulfil that growth mandate that they've been given something besides the crm system. Yeah I'm not wearing is a special Reagan had today so I don't know maybe he's not feeling over mere hey jim you're actually doing stuff every day that probably involves a change in the way that you're executing your marketing and aligning with maybe what your sales strategy is so we really WanNa make sure that they half we're about one hundred twenty people pretty good very good the question is how do we get beyond the pablum sitting at conferences and started talking to you a minute minute you said her name did you hear that the background yeah EXAC CLINT IT AK say way I'm excited today about this so just to get everybody talking the same language and doing the same stuff is seat unto itself so we're really there to help that CMO marketing leadership lands with those goals then actually managed investment with real purpose make sure they're spending every dollar and the best and most efficient and effective way possible against the real I need that it was already really there they built the product for the customer they listen to the customer everything they're doing is in service of the customer and they re he said we have the run marketing platform and it really is about making sure that marketers have the right tool set to be able to plan well in a line sort of the the best and most efficient and effective way possible not really comes right from the very beginning of the company where somebody who had that problem being our CEO quits it's of customer loyalty community advocacy and more than she was on there with Matt Heinz all year so go invert we added that show your his side look at customer is the center of everything so they don't tell you how to do it they don't tell you how you ingrain this is a philosophy and how you change the culture of your company and you're going to help the student can highlight this amazing journey that you've partnered with this person to go on that's memorable and that's not just memorable to the outside of your company itself anybody who has an Alexa APP simply has to choose he'll go up in the APP chooses skill and Games search for US elevate and go ahead and choose so there needs to be a unifying place the great thing about sort of marketing and not go to market motion of failing is that nothing is better no point in having a company if you can't serve somebody so really what we're doing is trying to make sure we're serving that audience those marketers in the best way that we is a real culture piece and I do think it largely comes from the top companies are complex ecosystems everybody's got their role to play for that than a story than a really good story and there's no better story than one that has a hero so if you really start looking at your opportunity get everybody run in the same direction and then give every individual market a real confidence in what they're doing and that they're doing the right thing all the time and for us that's a real find accomplishing goals if you're always telling customer stories if you're always grounding the thing that you're trying to do around achieving the really no or we really know and understand that customer and an immense amount of empathy and for me that's such a gift and also just a bit obvious there's sort of we can and that's not just our tool that's also the way we organize around them that's the way we talk to them that's the way we help them in their careers how many people does the company me too when you're actually selling to new folks otherwise it's memorable inside your company so to help you have a common language to help you align around what you're doing the center of everything for sales and marketing culture change what is how do you do it how does somebody take it and make a reality yeah I do get into actual integration this attitude in crispy will talked about this in a brand new podcast that he's got on Wednesdays are channels oh come or solving the problem that your customer has it means that everybody's got that in mind when they're doing it and it gives you a language very much want anybody in our company to feel a personal relationship with our customers to know them as best we can and that's everything I'm from the data that's available to them to the way we have company meetings and highlight them just to the way that we operate and talk about as you drive your go to market motions to drive the growth of your company as being dependent on having not amazing story that you can tell that others can relate to and the problems we're trying to solve there's lots of different strategies for that but it really starts with the intent that we are all here to serve and to serve that the customer and so we have to know them and we have to be able to understand what they're trying to accomplish and then everything we do has to be about driving towards what you're describing is something that either needs to be done or the sort of supporting material needs to be there because those Catherine and Christine had been working in marketing and and knowing those people in those problems it just everything they did it all started there and being startup you're really reliant on those interesting so which one of them when she hired people stood up and look these people in the face and gathered together road and said I don't know if you know why you're here bye bye okay let's dig at the market so they get millions of dollars the higher people they go to market nobody wants to buy this kind of comes back to how do you make the customer a company in our tool always leads with the story of how it was founded and those companies and those people really even that took early that's customer service the phone radio channel then he talked about also how people just create in a vacuum create oh some of the product and they get five on his own way that it will help a customer just doesn't really resonate it is about the team you build around you you do have to have it front and center of your values always present in our narrative but then absolutely you have to hire people that believe that and I think at this point our company almost kind of as an organiser Oh a two and marketing you're here to communicated and if you all are on board in this everybody from customer service on down if you're not on board quit lead this show people that take a bet on you so you stay close to them if you're smart you need to continue to invest in the relationship you have with especially those early the goal will you got a twin leadership companies are don't you this is very unusual Christine and Catherine very more Jackson those that don't 'cause you'd have a hard time really getting everybody to rally around you if they can't understand what you're trying to do this and if you can't articulated in the folks that take a gamble on you and they've really just never lost that mentality so there's a little bit of leading by example in the way that they talk about is that they serve there's certainly lots of strategies have to come from the top but it does grow organically if if you repeat it if you put it at the center of your values and Mer inside the company as much as you possibly can both for the customer so that they're getting what they need but also for the teens to really be able to have a relationship with who it is men if you operationalize it I want everybody to know our customers so I make as much data out feelable about them as a can where are they on their journey what are they trying to accomplish is the internal people we look at the whole kind of ecosystem of people that sat make our companies successful

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