17 Burst results for "Serlin"
"serlin" Discussed on Inside Intercom Podcast
"Hey there I'm Jeff Serlin Intercom Senior Director of sales and support operations. Welcome back to the sales summit where we invite Industry Three leaders to discuss the trends and challenges shaping the future sales in our first episodes be covered speed and automation. what lovers do they have at their disposal what obstacles stand in their way joining us to talk about growth we have Colin cadmus vp of sales ed Paul and Patrick Fitzgerald Sales Director Glow Fox our discussion is led by our very own will holden who manages our SDR and velocity eight teams and has been on the frontlines of Inter calms growth for nearly four years so without further Ado let's here from Williams and Patrick Okay guys so when we think about growth today and Taylor grow in a sales team a lot of leaders we know growth is a bit like a Rubik's cube right especially in context of a wider organization as the marketing team grows it's the cells team must grow and follow suit right as as your demand Gen team grows your operations team grows as you become more sophisticated in product all these are the teams they need to kind of the need to meet the rising tide of that organization so when we're looking ahead for for both of your company's Slow Fox air call where do you guys see the most pressing opportunities for growth and in particular other any other teams within the organization that you're GonNa lean on to enable that Growth Greg thank him time they they've a huge market share they offer loads of rich features but we can beat them in a lot of areas and so the the things that have driven our success today the things that we really need to double down on we maintain our growth in the side as we push into the mid market and enterprise side in particular and so looking to our product team looking to our eighteen to really execute on the things that we keep seeing time and again from the client base is absolutely fundamental to our future success talked briefly about this dichotomy between this MB enterprise are they both equal to U. Aglow Fox you beginning to prioritize walne over another how does that play out it's been very interesting the lasts the businesses five years old for the I four years it was a pure play and then about a year ago the team won one of the world's biggest players in our markets which transformed the market's perception of us as business and what that is allowed now over the last six months in particular is is pretty transformation opportunity actually so we've secured another one of the world's biggest franchises wherein stage conversations with a number of others as well and so if enterprises EV- enterprises kind of opening up in a very meaningful way for us what is most interesting to me a bite that actually is that the driver of that interest has been our pedigree in the NBA space right so what is the things that have driven our market which fitness market and driven changes in Boutiques Dennis in particular are trends that are really valuable and important to the biggest players they're seeing their business being cannibalized by these mortar players and they know that they need to respond to that looking for technology partner that can enable them to do that so so positions us in a pretty neat way it's an interesting narrative and one that I think you'll quite familiar with with the finance background right Lotta that's happening right now with finance disruption in that industry just interesting that you've come from that into this and in in some ways she faced with the same situation Over to you when Echo incredibly fast growing company a huge success taught me about where you guys are GonNa go next on what's going to take it we have organically grown up a pretty decent chunk of business and both of those areas without even really trying to so this year we're doubling down on it we're GONNA WE'RE GONNA go all in strategic market efforts there and for me on my side on the sale side that's more marketing but on the sales side it's about new lead acquisition channels new new ways to get touch with central prospects so building out a very massive outbound SDR team In both of our offices in Paris New York and we've scaled to if about roughly CBS Gr's right now in each office and probably will can we're going to continue to grow that through next year because the business to date has been predominantly inbound and so out bound is giving us access to a lot of new prospects that wouldn't find us otherwise and channel sales is the other piece for us so channel sales in the telecommunications industry tree's been around forever and it's a it's a massive kind of world in and of itself that we're now tapping into and we found in a unique opportunity there because in the channel it's mostly focused on the enterprise and we are focused today on SMP with a little bit of mid market and it turns out there's there's actually a lot of opportunity there and all of these master agents who have been in this industry for a while they say you know we have SMB's coming to US looking for a phone system and it's not typically what you know the other providers were working with it's not the type of lead they want sent to them and so air call kind of fills that that gap and there's opportunity there for us so so twenty twenty that's we'll see a lot of that expansion into new markets and a lot of outbound and channel sales efforts one thing we touched on in a automation episodes on this podcast was perhaps the most obvious way of driving more sales is simply just hire more salespeople right there by improving your overall capacity I want to sell two x more deals I'll just hire twice as many sales people this can be super expensive and it's not scalable at Intercom we've grappled and astle with loads of ways to increase productivity and squeeze a little bit extra of each had we have Patrick I want to turn this one over to you what what are the leathers do you feel you have at your disposal to drive growth as opposed to throwing heads at the issue which actually is a fairly valid approach to the problem to begin with but Glow Fox. Now you're at the point where by that taken we have to make sure that they're ramp time is shorter than the last person that joined we need to make sure that everything that is good that has been done in in in any time period is something that we are recording that we are making available invisible to the rest of the team and standardizing then everything that all of the team is doing right it's such a key metric how long does it take for this person to approach productivity and that needs to be socialized across the business right finance these were the enablement team needs to be where all the Harry manages z. what high performance do that other people don't allies us to create that kind of competitive element across the team view the topics that top performance speak about that others don't asked and I'm going to jump to you now cullen particularly on that point around knowing what to optimize and went to optimize it maybe you could give us an overview of a few of those of the levers you guys are pulling strive growth outside of growing head count but then let's talk about that sales process that Patrick was a leading to an optimizing stages of IB really keen to your take on how you plan that and how you approach optimizing sales process yeah so for me the lead operations ties into one Tom Dot com forward slash books that's intercom dot com forward slash klutz.
"serlin" Discussed on The Dan Le Batard Show with Stugotz
"No I just seems really successful. I mean it's an odd thing. Debates your friendships on the break-up friends. Don't watch the games with friends. I would think that after last season how well your team the rams you would have a lot of ferns now my team as a matter who comes to my house. My teams always do have a lot of photos of Rams Polo for some reason being sent to me. Yep Yep paid right and that's that's our point point. Isn't that a definition of a I think you should flip your allegiance because the rams are paying you for theirs and the Seahawks haven't paid you a penny and you've been a fan of theirs for for your entire life. They owe you something. You agreed to do that Gig. Did you say them do. I have to wear the rams shirt she was excited to. I just wanted to fit in. It's not even even like US Nowhere Hawaiian conference. This is a hated division. Rival really hated rivals. You know they're not like a rivalry are they. Are they not income assistant for the same title. Turn you there's not it's not a real rivalry. The niners are more hated but you know night. You won't feel nearly as bad if they lose to the Red Iran so you're saying that you would if they lost another team that hired you for preseason games just as an at that level even though they went to a super bowl at your arguments saying that these two teams do not dislike each other. They don't like they don't WanNa. Internet pillow fight Thursday night. Pillow both can win. Listen I would love it if everybody one what. Oh my God you're not even GonNa pick aside the rams and the seahawks Win Win Games in the division. I would like Seattle Serlin Ross. I'll scrub this podcast. You don't scrub it. You clip it. You send it right to ride and it's like that. Send it to him how he's angry.
"serlin" Discussed on Las Culturistas
"Yes. Yes. The foot. I just like it's been awhile since I know. Yes, I'm glad you did. And I want to propose something to you. Okay. Off the Mike because all my God. I had a trip fall through. And I I think I need to go. I need to go very soon much sooner than money even have to be an impromptu trip in the next few weeks. I that's what I'm saying. Wow bitch. Okay. Listen updates for you. I I'm these update I'm unhappy to hear that trip fell through. Yes. Well, you good reasons for bad. But yes, okay. Well, listen, I'm always down to go. Like, here's the thing. Like, I am a scene park Queen. No, yes. Yes. Do you even do six flags? I do. I do six flags have done six like you don't have to. Just like one of thing. Culture. Talking about art like twilight classics TV, and we're like, I fully used it. As an opening to talk about Disney. Checkout. Disney. Disney. Subscribe. We are paying brought Serlin I think maybe the hottest ban. Yes. He was fucking hot meat down. Another dimension. That wasn't good. Back into another dimension. This is good too cliched. Yeah. You're right. I can't oh. Can't shut up. Europe Russians when you did Pat Regan at the start of this episode. I really and truly had to cover the mouth. Shocking. Guys should do a show as Kadam, Pat. That I can do Katherine Cohen. Can I know all her songs? Yeah. And we have the same pianist. And you have the same pianist. I I've seen pets Senate of time that I could do it just slipped into Pat Regan..
"serlin" Discussed on World News Analysis
"Serlin Kaz parliament passed a motion of no confidence against newly appointed prime minister Mahinda Rajapaksa and his government on Wednesday throwing the country deeper into crisis. The move comes a day after the supreme court overturned a presidential decree. This all Ving the legislature and calling four snappy actions. Presidential three Pala Siri sina ousted prime minister, Neil wick reminiscing on October twenty sixth and he stole a replacement his replacement Mahinda Rajapaksa, he's a former president who presided over the end of relentless twenty-five years civil war. So now for more on this political crisis in Sri Lanka. We're now. Joined in a studio by our senior political analyst tool so seem to what's likely to heaven next doesn't mean the former prime minister could reclaim the post after weeks of a nervous political drama. No, not necessarily it's unclear right now. And so it's lot of uncertain tape. Icily? Nobody knows nobody is clear which promised or not you have to write one is the former prime minister who refuse to vacate his residence office. And then you have a newly appointed prime minister, the former president Rajapaksa and his government short. Lived government was rejected by the parliament Bisky. There's no government at all right now. And then in the president's coal for snappy election, that's a legal procedure after this no confidence vote because he needs a new parliament and to elect biscuit to select a new government. But that was rejected, you know. So right now, basically is kind of you know, a lot of confusion people don't know what will happen next and whether the government or whether the. Will function normally. But I think the president is preparing full this somehow already like take the function of the police into the ministry of the military. So to make sure that I at least older whipping intent, then a why did the president wants to replace the prime minister in the first place. That's a long story actually in back in twenty fifteen twenty forty actually that was that was election. So the current the president and the former prime minister Wickremesinghe e the full McColl Asian from different parties, they formed a coalition, and they defeated the foam presence Reckitt box on the smoking of anti-crruption, which is proved to be popular at that time. But the two people the president and the prime minister key Wickremesinghe at the of are different kind of people. I'd say the prime minister is. From a urban background and Christian and also his speaks. You know, some people say he's more, comfortable, speaking English rather than the local us in Holly's language, and also as mole people say, he's Bisky, you know, enjoy support Oland winning a small group of elite people in the capital Colombo, not beyond that. So he's not that popular with the nation. Let's say, and then the two people they have, you know, they have different ideas on economic reforms. They have different ideas on relationship with India. They have you know, the still different even there's, you know, at least a rumor of assassination of the president and the president of complained that the prime minister failed to take that threat seriously. So there's a long complaint laced of complaint from the present. And then, you know. People. I mean follows closely with the situation probably they won't be surprised to see the coalition somehow ended, you know, at very beginning in twenty fifteen people already off the question in Holland the coalition, we'll go. So how do we understand this on and off alliance between the president and Reggia poss- custom? But remember pasta? We know that scene had been a member of his cabinet back when he was the president, but broke within a head of the twenty fifteen elections. So why is he once again trying to forge a political partnership vying on the the names of our difficult et pronounce and also the the hopeless position is kind of confusing fall diff people the the newly appointed the prime minister or the former president Rajapaksa and the current president. You know, serious Sanon the were from the same party, the three Lanka Freedom Party. And before like twenty fifteen before that you election lost the general election red pack saw was the head of the party, and after his defeat he handed, the basically the part of the leadership to the current president to resent on, you know, they have different names but to phone a own his. Own political party, but the mall as the from the same party, and currently, you know, Vesa defection of the current president serious Tanna that time and joining opposition from the so-called, you not the national party, which is led by Wickremesinghe, actually, so the jointly launched a challenge against them, president Rajapaksa,.
"serlin" Discussed on Omnibus! With Ken Jennings and John Roderick
"Well, but the the replies who were her saying, oh the twilight zone you mean, this metaphor for white anxiety. The requires who would say that are also finding secret messages about weddings, -iety everywhere. They look also very young, and we're not watching the twilight zone like like it's been received knowledge to them that you know, they saw the monsters are due on maple street. And they like, ooh. That's one where a community breaks down because of its own inner suspicions. But that's I think that's very rare for most episodes are just straight up throwback kind of what if you've got three wishes one if the devil came and ex right? You know, what if you had a PA that could blah, blah, blah, like a lot of the time is just straight up. What if kind of glossy magazine fantasy stories I always wondered about the writer's room for twilight zone, even before I knew what a writer's room was. But now that you describe it that way like what if you've got three wishes go like you could see five smart people putting together a twilight episode pretty fast to this day. I'll see on the internet, you know, writing prompts and it straight up twilight zone pitches. It's like you go to whatever. And then and then it's like some little twists, and then God says, no way the devil created me. And it straight up twilight zone pitches. Serlin wrote a ton of episodes for the show he created. He was a we think of as the narrator of the show, but he was actually kind of a reluctant narrator. He was the writer and producer and creator. But he was a perfect face for Noir television. Like he seemed dark and dangerous and not humorless. But he is kind of a he does seem kind of an implacable puppet. Master, right. He does like he's he watches all this stuff. Go down and just doesn't even really wake ending their the camera whips over to something awful happening. And he's just standing by the elevator shaft or by that cab stand beyond like presented for your approval. You know, I'm about to ruin this woman's life. He doesn't know she's about to enter the twilight zone. He did not when in the first season one the narrations are just spoken. Their just voice over you didn't see Serlin at all in the first season. And he was happy to do that the network wanted everyone in Orson Welles, and he was like that's totally wrong. Wrong. We don't want booming Orson Welles. So he was like what if I did it? But then later when they put him on camera. He just had terrible stage fright and smoking in some of them to certain a cigarette Muthanna Esther field..
"serlin" Discussed on Lights, Camera, Podcast
"Restaurant? Hoboken. Dean blandino is whatever that guy's probably probably bills. Just down the corner old old joint owned by Bill. Was it Joey sirloin. Joey, Joey, Serlin sushi shop. Phony reference the Joey Serlin comments, funny reference, because right now the audience has not heard our outback steakhouse segment yet. We definitely didn't record this after the pod. Hey, that's just a little hit your you get a lot. Outback steakhouse talk later than Sepah fish. They're not like in sixty four games either. They. No. All right. We'll just move onto the Claudia's questions which came after we recorded this. What is one movie that you would like to take back in time and show to people in the nineteen fifties? So back, don't million, say fifties. Pick a movie that you would like to take all the way back in time to certain and show people doctor. Strange, doctor, strange. It just visually, I think would fuck people really bad, like a lot of those scenes where they have the conception would be the same difference for this for me or like interstellar anything with like really insane. Lifelike, visual effects would be cool to do. Imagine if you showed people back in like the twenties thirties, inception with their minds. Fucking melt. Yeah. Yeah, it'd be crabby fucking insane. They would know what is this? What is this goes magic. They fucking burn the streets. The probably I mean, they burn us whether showed it to them, whoever showed it to burnt alive. I jail inception or even any of the comic book movies of comic book characters at had already been created will yes. Point. Superman was still around, like I feel like if you show them superman movie, they'd be like, oh, wow, this is really neat. Turn it on its head, maybe not on its head would movies. Would you show that depict like historical events that happened between nineteen fifties in now that would like people be like, wait what the fuck that that that happens in the future. Like you could show them j. f. k. or something like that. And they'd be like, this stuff actually happens like this is crazy or the moon landing a moon, landing movie. What if you show them like days futures past or something, and just told him that that actually happens mutants are real and they get exposed in your time line or you just go to win. They're announcing the frost Nixon interviews drop the movie frost Nixon who were like, what the fuck or you go book the spot of the Washington Post and use drop the movie the post and just like, see how they react. Like what happens is like, we just exposed you. You show them rideshare and they're like, damn this shit suck. S. I don't even get the references, but this. What if you went back into time and you took one of the worst movie you've ever seen or like the emoji moving you drop that right in the lap of like someone making like one of the first like actual color picture feature films or do they maintained course, and would it be gone with the wind for share? I would have been the highest rated movie of all time is grossing movie of all time. This is amazing. Look at all the vibrant colors in this mode. What? What is Pandora? I don't exactly know what that is yet, but back to future your kids will love it. It's like Abernathy, armistead like writer for the New York gazette is just like you really you empathize with the struggles of Mel men apparent running through the trial tribulations of their trial. Can the Spotify app be thing in the future. Yeah. I mean, we're, we're thinking too strong about inception to most thing you would take back in time would note people's brains, like I don't even think it requires the level of inception doctor strange to do that, like no matter what you bring back, what What is. is them like like the last Jedi or something to somebody who just got out of leg new hope. I think something like the jungle book would melt people's minds. Traffic is something that had, what did we see recently that we thought had really good CGI not, oh, Winnie the Pooh. So that has some accounts ending. So you showed Winnie the Pooh to them. They saw the GI they might just think it's real. So you mean trill like yes, like free people onto thinking that in this day and age animals and like dollars can now speak..
"serlin" Discussed on Inside Intercom Podcast
"I know that we wanna be great partners. Right. Bless you say that sales is feeling that they're not getting the level of leads either the volume or the quality that they need in order to hit their numbers and their conversion rates are holding their ASP's are holding etc. Cetera to avoid what we talked about before the pointing the finger and the potentially screaming at each other. If this was brought to you, what are the things that when you hear that where you see that you typically go down, maybe not completely. Checklist form, but what are those areas that you start to look at to try to dissect and understand what may be going on and most importantly, take some action. So I think the first thing I would do is. I would look at sort of what is the? You basically what you want wanna always do? You wanna you wanna go to where the volume is? And in different kinds of marketing jobs, I've had in different kinds of business. I've had that means something different. So like at Entercom because we have a product that you can run a credit card for him by and such a large percentage of our sales motion is derived from that the thing that you can do is you can affect the web experience and what happens on the web. And you wanna go investigate has something changed their to detriment or could we make a change to improve? That's volume is that's where small change can make the biggest difference in other centers. I've been in. It's been about the database. We know we sent an Email with a certain incentive late in the quarter. And then other situations I've been in it's been about partnership. It just really varies because it's where where's the volume coming from? That's always the first place. I look, unfortunately, there's not always an obvious answers sitting where the volume is. And that's what people start getting into this idea of growth hacks, and this and that, and you know, I say this all time, I don't really believe in growth acts. I think all generally what that means is you're sacrificing some long term good for some short term benefit. And that's rarely the right thing to do. Yeah. But I do think what you can start to do is you can start to look for. There's no obvious change. You can make with volume is now I start to look at sort of my secondary and tertiary channels for things that are sort of just have not been off demised, especially in a growing business or in a large business that's been around for a while. What happens is you have all these initiatives that have begun. All these things that were good enough. And you never really kind of squeeze all the benefit to the business out of them that you could have or should have. I mean, we were in the situation recently, even here at Entercom where there was a channel I was overseeing and we'd implemented it, and it was starting to perform and stop paying attention to it couple months. Go by and I'm looking at sort of our portfolio and trying to think how how are we going to get to the next spot in dawns on me? You know, we never actually went through step by step through that whole flow and made sure that it was right? Just never at time. We have a bothered, and if we just go back, and we just fix those things were get it's almost like free money. You've done all the hard work of implementing a process or channel. And what you haven't done is the really hard work of seeing it through. Through like, a very detail oriented way to get the benefit you want. So I guess like in a nutshell. I I go to the volume look for something broken or something easy to fix or implement. And then I go looking for channels that have high potential but haven't been fully implemented properly. And usually there's enough opportunity in those two areas that you can get your outcome. Pretty fast. What about for you? If if I'm every indicator I've got and there's no data issues at all. You know, every indicate got says marketings doing their job. And yet we're not hitting our numbers, and it looks like something's going wrong in the sales funnel. How do you think about diagnosing? Where do you look to fix it? Yeah. If I knew you're going to ask that back and might not have asked in the first place, but the question I think a little bit..
"serlin" Discussed on Inside Intercom Podcast
"Just apply kind of a blanket complaint tied to revenue sometimes you put folks that don't have a lot of control in very difficult positions because they feel helpless, and that's a really bad outcome because they're like I made less money this month. But what would you have this conversation? They come to me. And they say what should I have done differently to change that number eight? Yeah, I think people that are directly or marketing teams for generating pipeline responsible for generating leads on are the ones that you can most closely align, those metrics, I think even shared point of view of SQL or pipeline that SDR teams are compensated against in the plein that same exact thing with the same definition the same measures less leverage, obviously to the marketing team. That's responsible for demand generation. I always found to be effective. You're right. I even questioned whether parts of the operations team should be on variable time to cells delivery or not the further you get away from having. Cnet more knots the hardest to do that. But I think there are areas of opportunity to align and very specifically aligned incentives across both of those teams should sales care. I know I will. But in general, should we care? How you're getting the leads or should we kind of leave it to you to the right set a Leeds at the right persona the right level of buying intent. And what you figure out the rest. Do we care? And should we care? Screw question. Actually as I think about this. I mean, I suppose if I was good enough at my job. It's possible that you wouldn't have to care. However, I don't think I'm that good. I don't think any marketers that good. And I think the truth is that for me to be affective you need to care because you need to build a look at what is going on. And tell me you did what why how are you insane? Or this is really working. Oh my goodness. I'm following up on these things that you put in market, and I've been cold calling for six months, and it feels like, you know, the skies parted, and it's a sunny day for the first time, and I'm getting some traction and building pipeline and. Yeah. Benchley if your systems are so bright, you see that stuff in your CRM. You see that stuff in the pipeline reports. But the earliest indicator is happy salespeople like the canary in the coal mine is a bunch of STR's that are making money or a, you know, in the case of a product oriented business, you know, a bunch of trials that have just come through come through the pipeline, and that stuff is going to be visible so long before your company ever actually makes money, and you need to be tied to sales to understand the flavor of what's going on. And then I would also say that both of the best of you mentioned earlier most of the best selves I've ever worked with are kind of secretly marketers. They're testing different headlines for the emails they're playing with different calls to actions. They're sending. I mean, I used to know one guy great salesperson he used to send out his own direct mail campaigns. And I came to him and said, I haven't intern here I have budget. Let me send this for you. I won't even change anything. I'll just let the envelopes and put the stamps. I said, no, this is my process, I like to touch the marketing, I like to know what my people got in the mail. I like to know what they're interacting with. And I think that that's a great attributes. You can learn the most marketer from the people doing the work is take an interest in what you do. Yeah. I I agree with you. There. You ask me a question earlier about cells, folks, I I think that was part of my data driven intellectual wanting to learn I think once had understand how things come into their pipeline and are able to work on honing the tactics along with their partners, the best I love the sales reps that come up to the marketing floor and say, hey, I see you're doing this event or this webcast. How can I help? How can I get involved? Yeah. Totally. Hey, Brian one question for you..
"serlin" Discussed on Inside Intercom Podcast
"I think where the really interesting stuff happens is when you start to mix those in different orders in different sequences in different ways to reach different audiences and get different outcomes. And like one of the things simple example would be if I'm trying to get to a CEO, I know that CEO's often have administrative assistance. So I know have two people have to influence the Adleman and the CEO. And so my tool kit is that boring toolkit. I just shared, but I can now apply to different people and closely cause them to interact in a way that's favorable to me. And my rep who's going to be doing outreach send a gift to the Adleman. And then two weeks later sent her a package at the C O referencing the gift and have followed calls in between or whatever all that was phone calls in packages. However, they get the outcome that we're trying to get at. Meanwhile, I'm trying to affect a director at a small company. They don't have a listed number or desk phone. So that phone part of the package is out, but they also don't have Adleman. So all of a sudden a drive by. Swing through at the office and dropping something off. I might get walked right up to that person's desk at the hand them the gift, and we can program that whole experience to gain. It's not anything. We didn't invent a whole new way of marketing reaching people. But we're applying in the right way to the right person one of the areas, I think of tension potentially that exists between sales and marketing teams is a high percentage of the compensation of sows wraps, and even managers as leverage, and it's tied to end result closing deal generating revenue, and it's not always the case for marketing. And I think that puts a little more maybe urgency or real time faster gency on a sales team to have the need to get the leads that they need to get the right type of quality of leads that they need. I don't think that were ever gonna have marketing on a similar sort of leverage house plan. But I do think that marketing can have some incentives and one's income plan. And that impact their variable that do align to what needs to be delivered to south what that whole revenue chain needs to deliver. What are your thoughts on what? Some incentives in good formats methodologies for incentives, especially for the teams that you run a manage have been affected. So I think I'm totally agreed that the outcome of trying to get at is a marketers -ation that is focused on driving revenue for the business. And in doing that. I think it can't it'll set them up to feed the sales position the right way. I think what's can be really hard about this is that the immediate answer that you would think when you ask that question is, okay. We'll put him on a performance plan tied to revenue or the closest metro they can affect revenue which is probably Jenn. It's hard about. That is marketing is kind of like a zoo with all different animals in and all those animals are have different attributes. So the content team has such a different form of contribution to the pipeline than the Email team than the operations team than the whatever don't pick your poison. So it gets really challenging at times. I find to come up with a fair plan to generically applied all of marketing. So I think at that point. I would actually fall back on things. One is. Everyone in my opinion, should have some degree of variable compensation, and it should be either tied to one of two things either to the closest metric they can affect that drives revenue or just company attainment overall, which and then of course, in Texas's also have some equity, which is effectively tied to company attainment overall. The other thing though, that I think in a lot of cases actually, Trump's that is culture, I think that you can have marketing departments that are revenue entered in their culture, and you can have Marcon departments that are not revenue oriented in their culture. And I think is a leader, regardless of incentive plan, it's your responsibility. If that's the kind of organization, you want is to set expectations for the team that it doesn't matter that you ship the new website. If we missed our number. It doesn't matter that we did thirty women ours. If we missed our number now, maybe those have some long term benefits that we can't fully compute at the moment..
"serlin" Discussed on Inside Intercom Podcast
"Whole bunch of sumptious and tactics and timing against them of showing how we're gonna get tarleton mill jettison that some months, we're outperform in some months, we're going to underperform and some months it's going to be the complete opposite of what we saw the month before I think if we start with the premise that is our plan we have the joint KPI's, and we both present the joint KPI's back where people on our teams put them together to tell that story. Then we're taking out the personalities or the organization where literally talking about what's working, and what's not working and from the basis of we know, it's probably not going to work perfectly in every number and every assumption that we wrote down with a we're going to tackle the problem together and everything I believe in the revenue cycle. You can probably attribute it some to marketing in the quality of leads, but also some sales execution. I always think that that is true. If you step back and take a real hard critical rally based view of the world of dropping leads working on the different ones system's not working of enablement. So that we can drive more consistency or you know, better top of the funnel tactics. So that we actually get the folks in nurture them in your proper way to what we need on the other end. So I think the truth always lies and bow sales marketing, and then I think if you have that culture in that governance, and that relationship that drives you working together solve problems. You avoid the finger pointing the finger pointing happens. Maybe when it's not the. Two of us involved. It could be a CEO or could be CR could be a CFO who's literally going in there. Wanting to knock heads in signed blame. I think if that happens it puts us in a tough spot. But I think that if we truly are partners in this will figure out a way around that and get back to the business of of accelerate Negra..
"serlin" Discussed on Inside Intercom Podcast
"At any scale on a time line and a printable way is super heart. And I think when you see we you start to see the fissures between the departments emerge is when people forget that. I guess question for you. I talked a little bit about planning. How do you feel about planning? Do you think that the kind of what I shared is? Right to do it. Is there a better way to do it? Like if you could just draw the whiteboard the perfect planning process for for sales and marketing relation go through. What would that look like a good question? I think it I it has to be together. I think there's one plan. There has to be a revenue plan. Not a house plan any marketing plan, certainly the tactics beneath it, I don't want to sit with you and figure out what your strategy is. But I want to make sure align that strategy is going to generate X amount. We're probably going to spend X amount to do this. I think it has to start from a shared primis of what the objective is which is to get our number and generate revenue I think then has to start with building it together of how waterfalls back upstream. So every inflection point every point that we measure every definition that we use. Every way that our systems are set up to capture those to make them visible and do all the hand offs are completely one hundred percent, align I think that it should go down into the details forgiving that. Cac target for example of we can spend whoever we want. I can choose to have less SDR's, for example. If I know that the money that you can use from that is going to go to generating more different sorta leads. So I think it's just one plan. And I think we both need to put it together meaning sales marketing start from the stages of what are we trying to Chievo what boundaries and barriers. Do we have an constructing in a way that maximizes that outlet and allows us to do to do more than than we could? If we did them separately. So one plan one spreadsheet one set of metrics one approval process, but also aligned on the incentives against that plan you and I should in a sense be measured against the same thing. So that in theory anything that we decide to work on an outward on his. Meeting both of our goals, especially on a personal level. So I just think it has to be together and having you know, PA or some other team facilitate that process of revenue planning, I think is a very good way of doing it. I think that creates a natural tension of is this going to be impactful, and how are we going to manage this? But if it's not our plan that we can easily point a finger at each other. And I think that's when you kind of get into dangerous territory of pointing it at each other and said of the challenge the problem that we're trying to solve and both being on the same page is solving that I wonder I think it's a just a fall of thought, I suppose it's like I think we both have been in that situation where either because we plan together and now things have gone awry, or because we failed to plant together. And we're in that finger pointing situation I guess for like the listeners who may encounter that is there. A good way like to to find a way out of that problem because I think it's inevitable every business. A number gets missed, you know, and then no we all like to think role actress that will take that burden alone, and whatever, but that's just not realistic fingers will be pointed. So how do you know having been in that situation? How do you think about dealing with that when that happens? Well, I think if sour the premise that numbers will be missed here point plan is predicting the future, and if we can predict the future on, you know, we might be in Vegas instead of out here in the room talking to each other about sales of marketing, so these star with the mindset, and the premise that we're putting together a.
"serlin" Discussed on Inside Intercom Podcast
"I really like the idea kind of to plot an idea from there, it seems like you sort of get that alignment in that sense of being one team sort of for free when you're small, and it seems almost like what you're saying is as the companies get bigger more complicated, the role of operations is to preserve that sort of oneness and sort of single team mentality way of working one hundred percent. I think if you hire a dedicated events person, we know on how Challe. It is to manage the logistics of setting up executing a great event. And there's a a core skill set that not tiny people have and you're gonna hire someone who's optimizing that. But they might not be fully aware of how you take that you do the premarketing where you gather, the leads or you get them into nurture tracks or you pass them over to sales to truly pipeline off at and that's okay, because they're all, you know, put to gather some really really great events. And I think that's where the marketing ops team working with the south ops team can help that specific tactic that you're investing in get closer and pull it back into this concept of one teen while allowing those other resources he might not even ever think sales on her then who's going to staff the booth, you know, to do what they do best accents. So that to you. I mean, you know, clearly sales and marketing is is has always been I think you, and I would believe had to be very close needs to be close from your perspective. What is successful partnership walk like back to Sowell's? And how should cells view that as well? With respect to being good partners to marketing. I totally agree. I really would go something you mentioned a bit a little while ago. Which is think what's really helpful is when both parties think of it as a supply chain, and that we're all were manufacturing the same thing on behalf of our employer, which is revenue for the business. And so I think kinda starting there with that grounding. I think the foundation of successful partnership is understand that and that sounds sort of I don't know routine or boring to say, but is not always the case some sales organizations, they're just in a local acquisition game actually trying to make money for their business because that's the way that they're accomplishment set up or that's what their leadership is driving. And I would actually say more commonly the marketing team might think oh, my job is building brand. And the my question again being the revenue operations person is to what end we don't sell her. We saw stuff and the branch was to help ourselves stuff. But a lot of mercury stations. Be like my job is build the brand. My jobs have wonderful facilities for employees. Work in. And that's true. That's part of your job. But always asked that question is to what I think once you're there once you have that that sort of a lion of what is the outcome that marketing and sales are trying to get together. Then I think you get into the fun part of the partnership was, of course, a lot of things that you and I do together which is. Yeah. Giving each other a hard time of our respective contributions to the supply chain but getting aligned on kind of what you should earlier showed early. Like, okay, how we're going to get. There was the officiant way for our business mutually to get to the revenue outcome, we want our we staffed correctly. We have the capacity can I actually drive the sort of leads that you need the time line that you need it. And that's kind of where the the phone in fact, actually, the art. I would say our rules comes in because there's not a playbook that you can just execute in my experience. I wish there were. And there's very rarely obvious answer. Oh, hire ten reps and.
"serlin" Discussed on Inside Intercom Podcast
"It's like we pay rent to be on a page of search results, we pay rent to show up in people's news feeds, and that's just how it has to be to appear to be visible and relevant and somebody that's necessary task to be affective. But for earlier stage company, it's really easy to burn. A lot of your cash really fast on things that you're not really set up to actively do have a sales team place monetize, those leads can your product to it for you and things like that. So the the other thing I would say is like I believe really strongly that you need to do is sort of a portfolio of tactics and that the range from the very expensive to the very very cheap. And it's only through a balance of those things you pay your rent where you have to and you moved off the land for free where you don't. And the combination of those things is what gives you the right folio to help you grow. I think that the whole point of doing this is Howdy evolve overtime radius star where do you get to after twelve months free to get to after yet out one million to that five million to that ten in twenty million? So that's great transition to ask you. So, you know, my comments were a lot about earlier businesses you've done sales operations operations, generally and businesses across the whole spectrum of scale as companies mature, how do you see the relationship between sales and marketing changing in the relationship between the operations teams changing as as they grow income more complex. Yeah. Good question. I think that. As you mentioned when you start off its first, let's validate that people are willing to give us some money for this. And you're probably in that before you think of the tactics that you mentioned or the best basket of tactics. Probably before even came up with the strategy of kind of who you want to sell to you what size, and what type of of companies, I think in the early days. It's just kind of go get that number go acquire customers. Go figure out why they're buying and then go get some more of them. I don't know that you need a lot of sales operations or even a big sales team as you mentioned. I think you just need enough bodies. They handle the leads people that have this overwhelming mindset of, you know, optimistic I guess is a good word of it's something new, but we see some early people consuming it. So we're gonna go sell more. I think that is he start getting multiple offices or multiple Geos or multiple segments smaller companies larger companies or even sales manager or two is when you need start thinking about placing operations in place. And I think one of the things that happens when the marketing team starts to get bigger and sales team starts to get bigger is, unfortunately marketing, and Sal starts to I think diverge sit at different places of the building go through different processes of figuring out what they need to do. And I think the role of both of our operations teams is to pull them tighter. When it was maybe five or six people sitting all together earlier at the time. So as they mature or as a company matures both of those organizations are going to mature. And I think without that inbetween that glue or the stitching of what really operations is what my team does. And what yours dies to keep them together into one continuous supply chain that you start to see marketing targeting a segment and sows recruiting to fill sales capacity that has emotion that is inconsistent with that segment and then bad things happen. You're either spending money on on pipeline that isn't getting convert it or sales's converting pipeline that you don't or otherwise, we're not wanna. Convert and you have those mismatches. So I think the operations needs to get more sophisticated needs to get more operationally. I don't know if that's a word, but you need to start documenting things you need to start aligning your processes needs start having more structure and governance in how you do everything. And I think if you just keep structure governance alignment staying on the same page. Same KPI's constant communication that. You can typically grow your cells and marketing team together in the right sort of ways, the company scowls, it makes a lot of sense..
"serlin" Discussed on Inside Intercom Podcast
"Yours forget started. Would you mind giving our listeners a little bit of a rundown about your career? And how you got into this chair cost me. Yeah. Thank you. Brian good to be here. I think I'll keep a kind of focused on the operations part of it. I am almost embarrassed to say, but I've been doing south operations for about fifteen plus years when I started. There was no such thing. There was no role people weren't recruiting for it. It was in its own specific physician. I was biz Dev person actually had a marketing role right helped out some early kind of nurturing lead screen before most of that item -ation was out. But I was the guy in the back that always said, well, we need to look at our pipeline. How much should we create this month? How are we moving it through where we're gonna track I would run around trying to get four. Recast cast from everybody, even though it wasn't my primary position when we first got or when I first got sells for dot com. And early two thousands no-one kind of knew what to do with it. So I sat down and created a couple of basic processes and workflows I kind of migrated towards their and it starts becomes something real about ten eleven years ago. Somebody asked me who was a head us AL's who knew my background want someone that was very well rounded kinda run operations full-time, and I took the plunge, and that's when I started thinking about it as a career as a function something strategic and just developing my skills across all of that since that time, I've either set up or one that perations team sows a little bit of marketing ops and even a little bit of finance at time at about four different companies, most of them successful, and I joined here, I think a little bit after you about a year ago to kind of build it out here as well. Great. Thank you for that. So how about your turn Brian? How did you get into demand generation, but also marketing operations, well, I think similar to you. Think these are as my mother always says, these are jobs that didn't exist when you went to college. How did you end up in this weird job? I can't explain to your friends. Major and sells on. Yeah. Exactly, nor did I major in marketing ops. Basically, I guess my start came because of just kind of what companies needed my training was as an industry analyst, which I did a lot of writing and my entry into startups time really well for the emergence of inbound and content marketing as thing, and because that became sort of the primary way that businesses were driving demand. It really labeled me to get a really good holistic view of sort of what's the relationship between what we want to sell what we need to say. And how are we going to? How are we going to generate leads and so from there was able to experiment with Email but with advertising website optimisation? And then of course, the natural push. That falls is does this stuff making us any money, and that's generally marketing operation steps in. And in my case, I was small company there was no Martha operations. And so it was my role to help solve those questions and build up the team. Solve those questions in the skill away. And that's kind of what I've been doing ever since is devising the programs that will cause activity in the market. And then attempting as best we can on the other side to measure, what those things are make promises to the business about the revenue those things will create and then hold ourselves accountable to those promises you've mentioned that you lead marketing ad number of companies, if you early stage ones, what advice do you have for startups when they're thinking about initially building out in scowling, theirselves marketing functions. Yeah. I think I should call it this by saying that I'm naturally, I think because of some of the experience I had early stage businesses that may be scaled a bit too quickly like, I'm nationally low conservative, and I think others might might even say this is too conservative ice. But with that said, my general guidance is that I've seen so many companies failed because they scaled sales too quickly..
"serlin" Discussed on The Dan Le Batard Show with Stugotz
"You imagine someone strange their back of their neck, worrying that giant chain. It looks a little cheaper than the Miami hurricanes really does. There's no way that anyone in the Weiner, Stu gods, family does long rates like that is not on my dad's a big reader now. I don't doubt. I don't doubt that he reads a great deal. What I'm saying is long reads, it seemed to be something that would escape the attention span of the average Weiner. You think it was a series of short reads like, yes, football logs as much, maybe maybe consumed hours of them in the bathroom trying to say from your mom, but not because he's reading a big profile on somebody that gets the soul of, you know, something important. If you see the photo Serlin Castro, he's holding the actual medallion up and it doesn't look like he's doing that because he's proud of it. He's doing that because of the structural integrity of the actual necklace. If he doesn't hold it up, the whole thing would snap. Yeah, I was thinking cowboy boots. What about like cowboy boots, but the thing is that everybody, whereas difference I choosing cowboy boots or not very south Florida, Miami. So you can't really do that. So what's like a Miami thing who what about like a hero of it or something chocolate? No, but again, chocolate, everybody wears a different Lynch. Stand on size fits all if their phones. Wasn't there someone at Comecon isn't there superhero that uses the chunk laid that? No, they dress up like found us and they made the made it a Chiloe Thanos with a chunk. Let. I like the superhero that that would not be here. What Hispanic Miami not be here for a superhero, whose power is not junked a just a single flip-flop. I guess the superhero would have to be it has to be a woman, right? Because we associate this with moms and grandmothers the throwing of throwing of a flip flop on Antonio eighteen to be anyone. No, I feel like no, I feel like this is I feel like this is the place where I'm okay in two thousand eighteen. I can accuse women of being the Latin women of being the only ones who throw chocolate doesn't arrange in a way to discipline your Cuban all allow it. How about this? We get like a car dealership in on this and the winner just gets a really nice car for the day. What if they're on the road. We'll we'll, we'll keep tabs or no, you know what? Take the car with it. We're going to get a cargo plane. Take the car with it every where you go. How about that? Moral van will be able to get the one on the wants to drive around. The feels like this is a salary cap violations all. Well, there is no salary cap. They play on the play on. It's play on superman. About a nice bubble bed has to be super women. A nice bubble bath for an hour is a good nominee, Stu gods. I the last time you took a bubble bath. It was the last time you took a bat, whoa, wait a minute. You guys missed muttered under the breath of a luxuriating. ROY Bellamy was him lobbing out the phrase that I was not aware that he knew a bath bomb Kameri Dan. Was in Vegas. My. Use different types of bath salts. Do you actually clean yourself in a bath because it'd be gross after no baths are overrated tubs are really discussing you have to shower before you get into a tub because then you're just waiting around filth? Yes, leaving before you gave them put it on the pole when when he when he takes a bath, stugatz urinate in the tub. If he's in Vegas, he's like, oh, you'll have his own Balaj fountain. Well, I actually you guys imagined him in the bath just peeing in the water. I imagined him drunk getting into the bathtub and just urinating while standing up. So we get there two different routes do God's has to peeing in the bat. Both put that on the poll which one's more likely which is more likely to do to pee in the bath while he's luxuriating in the water or to pee in the bath of an empty tub as a Miami fan..
"serlin" Discussed on First and Last
"We needed a shot of this so last night the yankees and the red sox lineup and played again after the yankees just belting them around the park the night before the red sox go out and get a win but that is secondary my friends because last night last night was not about wins or losses last night was not about pucks or base balls or basketballs last night was about life and death i didn't hit him oh awesome slammed is bad on the ground now heads store them he's ready to swing he and kelly go down on the ground both benches at the we have a bra in boston and the brawlers going on austin it's hard into holt and so kelly hit him with a pitch and austin charged the mound this payback and there's payback you don't hit a batter there throwing ninety eight miles an hour you just don't do that that's his life never mind career that's his life are you kidding me he got hit in the arm in the back its life person last year at espn radio and the espn app john serlin susan waldman on the call for wfan that's life it's credit can we just give that part to we get that part that's that's his life now we've talked seriously about the idea in the past that using baseball as a weapon in the middle of the game could potentially be deadly that's that's going to be the moment where we all finally stand up and realize what a stupid practice this is when someone takes we've already seen guy like giancarlo stanton get his face completely obliterated by baseball.
"serlin" Discussed on Kevin Pollak's Chat Show
"Well so how do you do because i know most people in this town where neither one of us are from here they seemed first of all to desert really wasn't built for the sort of drainage as as as its shows every when nine minutes into yeah how how do you do with the knucklehead drivers in los angeles i was frustrated this morning i couldn't believe how slowly people were going when there wasn't anyone in front of that though center get off the canned dry nuts i don't understand panic what was happening i understand there is a real problem when it rains in california 'cause topography is so you know dry shallow but you know what we're on the highway it's fine you know this is keep going keep going i mean i'm like people i couldn't believe it i'm from michigan we have snow storms and rain all the time and you just put your windshield wipers on in your lights and new and you go and your carefully go so it is frustrating so while we need the rain i like get to ender i'll sit inside reading books i read a lot of books brain tell tell us please about the book reading right now is that funny always forget i'm actually reading life with my father i think that's called rod sterling and serlin wrote it and i think it was written in two thousand thirteen but i just came across it sounds very familiar and it is so so good i'm such a dolt that i did not know i mean i can't believe it i didn't know he created the twilight zone for some reason i just thought always an actor who narrate it just totally ignorant i'm a huge twilight zone fan of watching them i just don't you know obviously i didn't know the real story but he he wrote these most of them oh no we're they have such a conscience and they're so tender and wonderful spooky and human human they really are and he was doing things before anyone else did and having black actors and really.