25 Burst results for "marketing and sales"
New-home sales surged in August to the highest level in 14 years
"Are buying new homes. The Commerce Department says sales of new single family homes increased. To their highest level in close to 14 years in August, those sales figures rising 4.8% a really good sign considering the economy's recovery from the pandemic induced recession has been slowing. OBIT New Home sales account for more than 10% of all housing market sales
U.S. new-home sales surge in July to highest level since 2006
"Well, great news for the housing market sales of new homes jumping last month to the highest level since December 2006. According to new government data, July sales of new single family homes rising nearly 14% from the month before that was way above. Economists expectations. The housing market showing signs of a strong rebound after the initial shock from the Corona virus pandemic record low interest rates, helping fuel demand. Among Homebuyers. Eliza Bischel Z, ABC NEWS Washington
Walgreens Shares Get Booted
"Stock the hour. It's Walgreens Boots Alliance. The stock is falling is announced. It's gonna have to have some layoffs, and he's gonna do some stock buybacks at the same time. Scarlett Fu is here for a full report. Scarlett Yeah, David Walgreens, says the worst performer in the Dow and the NASDAQ 100 losing as much as 10% of its value. Today. The latest earnings report showed a loss for the fiscal third quarter. Net sales were flat and gross margin declined as well. The full year outlook. Came in better or I should say worsen, expected disappointing investors. If you were to look at the vent diagram of where Walgreens fits in. It's basically in the middle between healthcare and retails on the front lines of disruption from Cove it and longer term changes in how consumers behave. So rivals like CVS Health are focusing on health care will has a friend ofthe Amazons pharmacy ambitions. You look at the UK In particular. It contributes the bulk of the pretax profit even though it doesn't come in as much when it comes to revenue and in the UK was where things really fell apart. Traffic plunged 85% April because of the Lock down and that led to a $2 billion charge. David So what about back here in United States? I mean, this was a critical element that we all could go to our drug stores. No matter what, So you think they might have done better here they did to better comparable sales rose 3% as people rushed to stock up on prescriptions. But there's a divergence based on whether it's in the urban market or rule market. We saw urban market sales dropped 18% and in the rule markets sales rose 8% so big big split there. No matter where the stores were located, the Walgreens spent more to clean stores and to pay employees you could see that costs increase and that led to a squeeze in margins for the period. Soto address that, as you mentioned, it's going to suspend stock buy backs. No change was dividend. Walgreens has a pretty juicy dividend yield a 4.9% which is better than CVS. And over in the UK, where foot traffic dropped so much. It's going to cut around 4000 jobs and says retail conditions there will remain pretty depressed. For the rest of the summer.
How to Tap Into the Magic of Short Helpful Books
"Mike thank you for being this week's guest expert and mental. Susan thank you very much and I appreciate it all here. Doing I love your podcast and I really welcome this opportunity excellence. So let's just get right down to it. Mike Schuck. What's what's the difference between a shook and a book? Well I appreciate that question and if I could just take a slight detour and just give have a slight marketing lesson. I mean we all know that the marketplace for all of our products or services probably pretty saturated. There's a lot out of people that do what you do. And one of the smartest things any business owner or entrepreneur can do is figure out a way to be a different even though they're offering a product or service that other people are doing and offering. How can you uniquely differentiate? How can you be different different so that it appears knew that it appears different? A shook is my strategy for doing that. I mean there's a lot of publishers out. There obviously folks work with you. What we do with a short helpful book is say? Listen there are times when a short helpful book is the ideal type of book to publish and Using Your Business. There's times when a regular book is so we focused on helping business owners. Create these jokes and it really is just a unique different type of book book. It is a direct response book. We can talk more about that. They're different incisors different in length. They follow very specific recipe. But that is my strategy for just being different in this world of book publishing. I love this little short. You copped out for yourself Mike. I think it's brilliant. How could out wolf could actually use shook so themselves if someone is already author? Chances are the book favorite in is a more comprehensive prehensile. I typically called an aide Z.. Type of book on teaching somebody how to do something teaching somebody how to achieve something. And that's fine. I love books. I have a huge library. You'll never hear me say a bad thing about those types of books however there could be times where a short book a book that can be read in about an hour Max. That is highly highly focused. Susan on a very specific topic could be the ideal type of book so for example Bowl. I am working right now with gentleman who teaches other people about meditation. You actually has a brick and mortar location where people come in and learn how to meditate eight and he has done a lot of marketing content over the years other types of traditional books. We're working on a shook for him on one specific strategy with meditation and that specific strategy. It's literally this niche. It's a breathing system how to breathe for Falling Asleep quicker and easier. He knows that there are a lot of people out there that suffer from insomnia and rather than write a whole book on meditation. And you know all that. He's taking one very specific topic that he knows is audiences interested in and crafting a shook to that topic so that people all who raised their hand for that. He knows that's what they're interested in. He can talk specific way offer specific strategies because they raised their hand for that specific problem. I'm putting my name down for that one. Yeah Look Just cruise the manuscript again because we work very closely with our authors and part of the value is my two decades of experience of being applied to his shook and I told him I'm your ideal customer to there's times when I wake up in the middle of the night and I sit there and start thinking about work and he has a pretty neat little strategies developed. Yeah as soon as that sucks available Susan. I'll let You know thank you. All listeners. Have written that comprehensive book. Would you agree that there may be szucs cooks within that big book of their expertise. Yeah absolutely most definitely. I think there could be. I mean the example I just gave. Steve would be a similar type of example. I believe Susan the reason we even created the publishing imprint by size books. I believe most consumers appreciate pithy and powerful content. There is a time for three hundred four hundred page book but if they have a a specific problem I can't fall asleep or I wake up in the middle of the night. You're author has a solution that's embedded in their longer book but can be pulled out and extract attract in turn into a shorter book that can be read in an hour or less. It will just help other folks. That consumers identify. Hey that's my problem. I want that book and then the other thing. I shook that I alluded to is that. These are direct response marketing books so they are definitely a different type of book they are meant to get a reader from requesting the book to then doing something very specific which is the essence behind direct response marketing. You're making a response in a very very specific way. They're really sales devices. You know sales assets for the author. They can be used in lead generation. They can be used all different ways when we can talk about that too but yeah I think most definitely that you're authors polly slice and dice there longer books and potentially tournament szucs Youtube. Tellier about doc you'll recipe for a shock. What can you share about your recipe? Well I grew up in an Italian family so I have to bring a food metaphor industry in some capacity like my Italian grandmother who had all these great handwritten recipes we have a recipe for shucks. You know a special sauce if you will and sue them what that means is our client. shucks follow a step by step. We building blocks will building block metaphor where each block Kinda I builds off the previous and they really follow all shook very similar so they start with building block number wine and they finished with building block number number twenty three or whatever it is there are things in this building blocks. That are very intentional. There's very specific calls to action. There's very specific ways to introduce the book again. This was what makes shook different and really makes it a different type of book with a very different type of purpose youtube to about you can use it. Let's say for this direct response. Marketing sales talk to us more about that in terms about authors. Thor's these are often new to the whole concept of marketing because they've never had to do it before and so it's a little scary are- when it comes to marketing that book. How could this search tool be helpful to them? In Main Street author I referred for to what I call book. centric marketing and book centric. Marketing has been around for well over one hundred years right. I didn't come up with it. You didn't come up with. It's been way before our time better fact in Main Street author I show examples from the very early nineteen hundreds where off things things. A mattress company accompanied creates mattresses was using a free book as a lead generation strategy. And they did it for a number of the years as a matter of fact someone has reprinted that lead generation book and in the. It's actually for sale up on Amazon. Which is interesting? You know one hundred plus year old book. The book centric marketing for business owners can mean a lot of different things. My company serves the traditional business are the bricks and mortar. The main street type business owner and and those business owners have very unique and powerful waves to leverage a book. CENTRIC marketing strategy. Yes there's is all the online and facebook and all the different things that other types of subject matter experts and gurus can use but the local business owner has some barry unique opportunities that they can use a book and again our clients. The number one type of book they're using is a printed book. Susan our local business owners print book primarily some shoes to a kindle or any book some. Choose to do an audio book but this is really about having a book in hand that they can use in their community.
Salesforce to Buy Analytics Platform Tableau
"Jason. What about the Salesforce news? Yeah. I'm Chris number talking about sales forces most recent quarter, I think it was last Wednesday's market foolery, and I mean it was it was another very good quarter of the company. I think it's helpful to remember. Exactly what Salesforce is. It's online solution for customer relationship management, and so altogether giving these companies a chance for all of their departments. Whether it's, you know, marketing sales commerce service all of these departments that gives them a shared view of your customers in one platform, and so sales worse, ultimately, you know, runs that platform of all of these different services and it plays into this idea that we are really operating in what is becoming a very digital economy, there their estimates that by two thousand twenty two more than sixty percent of global GDP will be actually digitized or or functioning as a digital economy, look around the things that we're doing today, that seems fairly plausible, so the, the acquisition of Tableau will give them the opportunity to do more with the data that their platform brings in. And I mean you remember when that long ago we're more Benny off the founders. The oh Salesforce was kicking around the idea of buying Twitter, which seemed odd on the surface, but really that was kind of data play to given Twitter's role in customer relationship management, and how people reaching out using that
"marketing sales" Discussed on PhotoBiz Xposed
"Attention gum, imagery, or creating the might impression with some grubbing imagery. So when somebody goes to connect with you away, you see what did you do for them because people by benefit to them. Find the photographs. So I'll tell you that. I mean, to me, I love that idea a lovely little tips and tricks. That is a great one. But if this was Facebook and you got caught out there's a chance they're gonna kick you off the platform. The silently as strict monitoring these things, and in giving you warning kicking off without a warning the biggest things with Lincoln, probably will kick you for platform, for is if you start using automation software to do the connection to do all the messages, if you're going to just do something, I mean, some of the guys that I follow who are like, you know, top. Influences. They use that hocken technique in a profile. And at the end of the day, you know, I don't think they're gonna show you a countdown for doing something like that. Probably just say change it. Right. You know. But obviously if you being spinal people, and yes, there's a good Trump's economic a count shut down. So I mean as twenty thousand plus the following on unlinked, and my count is very view, and it's very active and a buck. She had messages off linked in trying to sell me some of that services. So they've never picked up. Nice guy, I guess that's not too bad say we do that. And when marketing sales, this personal branding, photographer NFL profile, obviously, have a great photo of yourself. Yeah. Yeah. Is that the only thing that people see well, the first thing people see when they go to connect with you is obviously, the CNN your professional headline that we've said is now your job title? But what you do for the client. And then when they do connect with you. The first thing sees you cover photo, people do is leave as the default glue so banner that Lincoln have an I always say is have your cover food or representing your businesses? So if you do in post, no, Brandon, headshots, you have a good series of decent, maybe about three personal Brandon or head shot photographs and then underneath your US pay what you do for the client, see how in woods of trust your cover job on image. So soon as people on the page, they can see exactly what you doing for them. It's all about. Selam what you do them, and I would keep it down. You know, have been profound by the had, like six or seven headshots which looks nice on the desktop. But you gotta remember that a lot of people are going to be doing this on a mobile phone. I'm gonna go six or seven on a mobile phone. The just too small econ say them using headshots of their clients themselves a head shots of the clients. Yes, it's shouldn't pitches of their clients, as the benef- Oto. So what are you suggesting for the benefit have one photo of yourself, one photo of one declines, now it's about three clients? All. Okay. So it's a long, bonnet like what you have on Facebook, and then maybe three images. And then underneath those images somewhere is you have the US what you helping people to pry full photo must be there as well, someway, yes profile for slightly different. So you have you cover images. But like Facebook's have the Abana image. And then you have your profile foot Lewis while which you separate. So see profile foot was is the photograph of you never usual after big no-no because on linked in Lincoln profile is business to business person to person that work. So you do have the option to open a company page, which recommend you do. And then you company page, that's totally fine to you. She local for that because it's you company, but on your personal, profiling tin, your person, you know. So you wouldn't say to me, you know, somebody wouldn't sit to me. Hi, what's your name, and I wouldn't say, well. My name's focus on marketing. I'm Jeff Brown people connect with people, so and it's all about one of the big things on linked..
HubSpot - From Startup to a Successful Public Company
"By now, we feature businesses of all sizes on this podcast and talk about the one thing that they all have in common. How technology is transforming their industry, but I'm also conscious. You don't always get to see what goes on behind the curtain in here. I mean, you might hear me say Email me or tweet me at the end of every episode what happens to some of those conversations because away from the microphone. I try to be the connector guys ever star found a context may with a problem. They're feeling low all interested in need of a little inspiration on the guard that will say, hey, you need to speak with an important in right direction because helping people is one of my favorite aspects of recording. This daily tech podcast. And like I said I'm conscious that something you don't get to see. So if you are a tech startup founder any stage of your journey. I always try and inspire. You. Every day. And that's why today I've invited the guys from hoop spa onto the show. We all know about hope spa. Right. You know, they're a huge company, but they weren't always like that. And they have been on their own textile took journey, and that's what I wanted to show today. So book elope and hold on tight. So I can be meal is all the way to Duplin in island. So we can speak with Karen Flanagan VP of marketing at hope spot. So massive warm. Welcome to the show Kitale delays. There's a lie about who you are. And what you do. Yeah. My name is accurate Flanagan. I am VP of marketing for a company called hub spot and the real kind of ten second introduction to how spot is we have a full suite of growth tools for growing company, so marketing sales customer success in and serum. And what I do. It helps ball. I really don't three core rules during my time. How spot I joined in the first group of twelve employees way back when to grow at our international business. We will group pretty fast. I did that to half years, then I joined the 'nother small group of people who have been initiatives to grow at a different go to market and kind of disrupt our current gonna market and through freedom, and I did that for another two and a half years. And then over the previous twelve months, I've really done is taken on the entire top part of hubs spots funnel or what we call a flywheel. And it's basically. All of the demand, we generate as a business, and the interesting thing about hub spot is what most people find interesting about is like we're in this group of fastest growing SAS companies and all of our revenue comes from demand created from by the marketing team. So we don't do, you know, coal call at bond sales, sending any of that set type thing, but suspect that most people listening all over the world. We'll know all about your full stock of products for marketing style service, CRM famously powerful alone of way, but when used together an also I think too many people listening particularly startled founders is a huge company. But it's not always been this way. I'm quite conscious that we often own Gioja individual or company bought a success that we say ROY now, but we don't shed ten year overnight success story that contain blood sweat tears sacrifices along the way. So with that in mind, can I take you guys back in time? And maybe ask you to offer. Overview of the story behind hope spoke of the challenges that you had to overcome as a stall to get ROY way you will today. Yeah. I even it's interesting because even when I joined which is when hubs felt were they had product market fit. They were seeing some success in the company was maybe three hundred people, and I really wanted to join a start up, and I was like, oh, why this company maybe it's too big. I where he know a many multiples of that. And I think over the past twelve years we've been lucky in that we've managed to figure out some things that have really helped our growth, and so one of those things was going international. That's that's been a big success of ours of for us internationally continues to grow at a really rapid pace. Like, one of the interesting things about startups in particularly hub spot that this well as I think it's always good to have a mission and a clear enemy or something that you are kind of fighting against. And so in hopes initially launched the story that is interested in that. They had this kind of mission to disrupt then marketing and to help marketers do betta market in the time. We can I a lot on that talked about doing lovable marketing. And what that does is it creates a lot of fans, right? It creates people who have empty towards that want to see themselves being about a marketer. And then nor our job is to supply the tools to help do that. And I would say initially when we first launched our tools, probably didn't fulfil the promise of our mission in overtime or tools have grown into that mission. And that obviously helps a lot generates a word of mice helps with churn, and then we've also managed to continue take risks and disrupt our own go to market. So we were a very fast growing SAS company that had the traditional type of funnel we generate leads, and you turn those leads into opportunities for sales team in sales team qualified them in seldom. And then the start star two thousand six we started to we launched a whole new suite of products sales products, and we went to market. In a very different way. We went through a free model because we believe that customers in the future in that's happening today want to extract value from your softer before they pay you money. And that's been another decision. That's worth with you. While for us. I'm curious as well as someone in your position you've had a lot of expansion these failed as well. And IOT founders listening is that anything that you think star took should be focusing on sooner than they actually usually do. Yeah. That's a great question. Actually, one of the things that is interesting about startups is thinking about the decisions you make today thinking about those decisions through the lands of what will we would we have made the same decision three? You're in three years time like the company that we want to become would we have made that decision because you try to get the balance right between Macon startups, always need to go. They're always under pressure to get growth like most companies, but it's kind of more cute when you're a startup, and so you sometimes make decisions that. Are great in the short term. But maybe have long-term we precautions that you haven't thought about. And so what do I mean by that? Well, a good example of that is when I'm in a start up one of the things I really want to do is hire talented people. And maybe it's a little more difficult for me because I'm not on the salvage company so one of the bargaining chips. I have is titles. And so what I can do is I can offer people who may be a manager or something when in one company like VP rules, or I can give away these titles a lot easier than more salvage companies can and that kind of good in the short term because you get these you get these talented people in, but as the company grows in you need more yet need to add more season than experienced people to advance in your senior leadership team you start to create a kind of problems for yourself. You have weird mismatch show of the people who are like that VP level or whatever level. It is. You can get yourself into a situation where you might actually have to demote people or you or you get yourself in the situation where you can't hire the people you want because when they look at the other people who the same title ISM. They don't think that's the company for them. So I think that goes across like many things in terms of how you build your infrastructure like when you're a startup. We've definitely done this time you cobble together. Tech in the decisions you make when you build that infrastructure a very difficult to untangle when you become a bigger company.
"marketing sales" Discussed on Founders Talk
"I mean, it's it's just been amazing. Just, you know, see them really start to own all areas in drive a lot of also permits there Emon, our next focus has been around. You're just kind of the kind of, you know, the our cloud infrastructure into Roussel products can be building. And so we've made several higher stare both kind of like cloud infrastructure engineers. And then also we have a marketing sales are that we've made her start at about the size of the vice with this strategy is that you insane came up with was was the in your venture capital folks involved this or is it they're they're out of the pitcher team doing a building. I mean, this is a mix. Yes. Shows makes too. I mean, this is this is a reasonably standard assess gross strategy, which is saying it's like you. You have to have tons and tons of opens her stop Shen before you can have a great business. So I mean, that's why I didn't even think about starting a company until assessed. Broth was like his on. 'cause I need is devoured date that you know, it what it could grow that business section made sense in so in the end, even after raise money, the focus was okay. Let's set the foundation. So that, you know, get speaking grow in to even way better than it is now and get the right people in place to kind of shepherd that growth, and then once you know, that was kind of like sailing on then we started moving focus only, then to worrying about the commercial side of things. It sounds like it sounds like you think it's common. College. And I would say potentially in what you're doing. What you've done. I would say that the reason why I think it's conversationalist podcasts make sense that is not coming knowledge in that, you know, to you it seems because you're maybe you're so close to it in your ended every day. And that's all you think about it's common knowledge. But I would think that, you know, the types of hires you made the strategy behind them in the reasons why you think the work your confidence is is not extremely common. I wouldn't disagree with that. It's common to the small group of people that think about the stuff, right and have experienced with stuff. There are other things. I mean, there are blog post, you know, that line Ovation's out. So the end of any and you can look at you know, what? You know, there's there's been a number of very successful companies like elastic is category. So on meal soft yet? So you can also just like look at what other what other Mungo db is integrate one if you can look at what these these companies have done and learn a lot from is models. It's not agree common knowledge in the sense that lots of people now, it it's common in the sense that the future is unevenly distributed comment. You know, where if you happen to be in the pocket of open source vanities? You mentioned numbers blatant game. This conversation least dimension numbers. But just since you mentioned, the growth is we haven't talked about really at all in the same blow pushed you mentioned Gatsby as used by tens of thousands of developers in orbs in his downloaded nearly half a million times per month, and this is back into eighteen. So I'm assuming this numbers that may be doubled since then or lease to at least some some some ex-. What's the X on those numbers have across the board? You know, pretty much are growing like website, traffic downloads, stars, etc. Are growing like fifteen twenty. Maybe personally, our you transitioning because I mean, the allowed this conversation was in the thick of prominent strategy in parts of it somewhat technical. And so obviously your engine near entrepreneur how much do you struggle with tearing that line of engineers, EEO and. Your shift in change in role..
Home-Price Gains Continue to Slow in September
"Slowly in September from a year ago as higher mortgage rates weighed on sale stir the S and P core. Logic case Schiller twenty home price index rose five point one percent from year earlier that's down from a five point five percent. Yearly gain in the previous month. It was the sixth straight month that home prices increases have slowed. The weaker price gains reflect a broader slowdown in the nation's housing market sales of existing homes rose modestly in October sat snapping a six months streak of declines. But sales are still five point one percent lower than they were a year ago. Still lagging stocks are starting the trading
What to Know about SOAs in Senior Market Sales
"marketing sales" Discussed on The Chief Customer Officer Human Duct Tape Show
"I think that's it's it's no doubt that people who listen to this show are on top of that translate loves the ex professionals because they're so tuned into customer understanding in ways that frankly, marketers simply are not. What we do is we do interviews with three groups of customers. We interview new customers. We interview longtime customers, and we interview lost customers. Perfect. Before we start those interviews, we document the customer journey all the touch points in inflection points at the brand has with the customer in the interviews we ask what they expected to happen. Yeah. At each of the such, because once I know what you expect, I know what you don't expect. Yes. Difference between what you expect and what you don't expect is where your trigger le'ts on it. Okay. Document those customer expectations at every step of the journey, and then you kind of have a sense of what where this kind of fits in. Right. That's that's kind of the first step. As part of that, we also very much recommend that you convene what we call the triangle of. Awesome. Okay. The triangle of awesome is is, is the middle of it, right? Is sort of see x. professionals if you have that in your company, then you've got marketing sales and service. Because sales and service are the ones that really know what customers want. They're the ones who actually talked to customers. Octa customers market isn't anything about customers. Marketing thinks they understand customers, but they usually don't. And I say that as a marketing professional, it just it just doesn't work like that. So you got to get everybody in your company involved, especially because a talk trigger is an operational choice. It is. So you gotta have everybody singing out of the same hymnal because if all of a sudden marketing does goes in freestyles this and does it alone or even if CX does, hey, guess what guys now we're gonna do this wacky thing if you wanna talk about, you're going to get blown out of the concerts known. Yeah, we notice as Ceac. This is part of our work on a regular basis. Is this underbelly part of it where if you don't engage, you know, it's not vented here by vic- later iota, so so true. So that's the kind of the first step is that sort of research piece then we recommend creating a list of five. Seven doesn't really matter a handful of what we call. All candidate triggers. Okay. Desert things that you could do that, would you think crate conversation that that customers don't expect that that you know where in the customer journey you would initiate or launch them? Got it. Okay. And and the key there I want to reinforce it you said is a handful isn't a, you know, an excel by g with two hundred things on you're gonna present leaders in people's eyes dance, what it revisited map every touch point return blur. Yup. Okay. Out when we do it when we do in our company as as as consultants are internal SLA is we try and come up with a nine really good ones. Okay. We present six to the client. Got it. Okay, good. That's it. No more than that. Yeah, I can't. They can't deal with more than now know exactly. So, so then we've got, let's just say we have six, so then we create and there's a graphics in how To's and all this stuff in the book about how to do this. Exactly. But then we, we, we score. For each of those candidate triggers on a matrix that we created very simple x. axis is presumed talk ability. How how talkable do think this is now? This is this is anecdotal. You're just taking a guest. You got some sense of like this while he's our or this kind of, wow, he's our you stick stab at right. So presume, talk abilities this axis, this way is operational complexity. Okay. So what you're looking for is something that's kind of in the middle of both pretty talkable but also pretty doable. Yeah. Yeah. And then you're like, okay, everybody, cool fat. We really wanna do this every good. Everybody's gonna sign on, then you test it. You have to test it. You take some sort of segment it could be every customer. It could be a particular location. It could be a particular product set. There's a lot of ways to do it depends on the company, but you you, you segment out your customer base. We'll give that section of your customers access to the talk trigger, and then you wait for however long. It is typically valid for your company. Doesn't remember customers. Mitt might.
"marketing sales" Discussed on The B2B Revenue Leadership Show
"Enjoy working with folks who have a a long sales cycle in sometimes complex product. So that's why I've dealt a lot in software. I mean, Airbnb for work is effectively a software platform. You know, they're, they're not a travel company. Their product is a piece of software, so so I tend to work late with folks like that secure works confirmation dot com. These companies that that have a great product that performs well, but they need to explain something very complex to folks. I have been very successful in my career at at breaking down the complex and making things a little bit easier for them to move along. I think also something that differentiates me is not afraid to buddy up to the sales guys. I see sales and marketing as a partnership that has to work together. Sometimes it's very contentious, but you know, I can't succeed as a marketer for inlet seals is out there closing, you know. So. So I, I consider sales my kind of my number one audience, and if it's not working for them, it's not gonna work for me. So. So those are two ways that I've differentiated myself. You right there. There are a lot of content folks out there and you can create content until you're blue in the face. But in order to create create the right content that actually creates value for your user, that's it's a touch more difficult. Yeah. And I think it is those useful things, whether they're little tools or you're doing someone's job for them, coming up with a policy framework, saving them enormous amounts of time trying to figure that out. Yeah. And these are folks who were spending, you know, this isn't a pack of gum on by, you know, I might be, I might be, you know, spending millions on software platforms that are going to impact my company for years and years to come. So so yeah, I enjoy those kind of high stakes. I don't know marketing opportunities where you can actually dive in and show people the value that's there. I love that kind of stuff and, and you know, I've, I've been lucky enough to work with all these these great companies in. So we have lots of success stories coming out of it, and there's nothing more gratifying to content guide than it. You're like, wow, you know this. This piece of random content that I've found on the internet or was presented to me in a paid ad actually change the way that I work. That's that's very validating to what I do. Great. And we're two people go to learn about you your company and your work. They can reach me a DJ at DJ Francis dot com..
"marketing sales" Discussed on The B2B Revenue Leadership Show
"We get lots and lots of us, and it didn't matter how long it was. People were just absorbing consuming that content because it was actually able to that they had to put together a travel policy because they're probably pulling out their hair, you know, because they don't have one in place. Right? And so they saw it as gosh. I'm gonna put this in place so it can protect me and how I work. And then you know if it happens to get Airbnb rape, but this is more about adding value to that travel manager and helping them do their job. Really? Yeah, I can see that really work, and that was brilliant. How long was that big? They could piece. You know, I wanna say it was over a thousand words. You know, and I kind of put in my my hit. My head is a five hundred word cutoff like, all right, you on this, you know, we should kinda take care and I did have reservations to be honest, but I'm glad I was proven wrong that that it was really valuable in that people would, you know, kind of read all the way to the end. I'm always happy to be proven wrong about tech out of step and how both the short-form stuff was particular five of this. Five of that that worked really well. You know, nothing. Nothing that really stood out, but I think the volume of readership just the the, we would see like not not the normal drop off or balanced rate. We were seeing people consume multiple articles at a sitting, so so we had indications fairly early on that this content was was valuable in resonate with people, but to to the company's credit, they're continuing to create content as well. So there they have content in the pipeline that's not even launched yet. That is based on kind of that first month's saw. Oft launch, look at it, you know? So they Airbnb I have to say is a is a fantastic company to very innovative and they are always watching that that next step which should be we'll be working on and you wouldn't believe the stuff they have in the pipeline. It's it's really incredible. Cool. And where do you see kind of this content space going? Because it's gotten really crowded, very complex. Everyone's doing it. And I think everyone's kind of taking the the quantity over the quality, he's well, and that's, that's how you separate yourself. You know, like I said, at the very beginning, you can create content all day. The internet doesn't need more content. We what we need is more content that's actually gonna move units and educate and and get people by, you know, I don't create content as a creative exercise. It is a way to elicit a behavior and move someone down a funnel, and they tend to appreciate it because I work with companies that actually have good products and and they do good things in the world. So I, I don't see marketing as a force for bad. I see it as you know, we are getting out there. We're educating folks and we, we really did simplify a lot of these folks. Lots, you know they, they've been dealing with. Outdated platforms trying to manage the travel or trying to deal natively with each particular hotel. It is a headache beyond belief, and so the fact that we could go in and say, hey, not only are you gonna save money, but you're gonna save a bunch of time in Astle too. I mean, that's a, that's a pretty nice sales pitch. I don't mind going. I could give that pitch all day. And who's your ideal customer profile for your business? You know, for my business, I, I.
"marketing sales" Discussed on The B2B Revenue Leadership Show
"They're not going. They're probably not googling. Right for the, you know, the five things about this with that. You put the content, you put it on Instagram. Do you put it on Facebook linked in everywhere into? It's a good question. So we've been very particular about the subject matter that that we put out two different channels. So you're right there. There are a lot of Airbnb, digital properties, the that they can do you. So you'll see Airbnb for work on the company blog. You'll see them on social media that you all those sorts of things. I believe they did get into a little bit of paid advertising around the content. I can't speak to that entirely. Might might tenure who's kind of over at that point, but but I believe they, I am seeing more people in the market, you know, put paid ads behind content because that's like you were saying, that's the way that you get kind of people in the in the top of the funnel, either either through organic and coming up in those searches or if need be, you know, coming up on the side there, I would think you'd have to. I don't know how many people for work would be like, hey, I wanna. What here BNB's blog looks like. Yeah, yeah. So I think pay does have to to play into that. We also included some pretty neat behavioral hooks though as we were going along. So for instance, if someone snags that first article, we follow up with a fulfilment Email, we have onscreen recommendations that are highly highly tuned to wear that who that person might be where they are within the funnel. So our next recommended articles tend to get a lot of reeds just because they're, they're very, very relevant to that person. So there are ways that you can kind of add those hopes in keep people kind of going getting them in the top of the funnel does present a challenge. And I think paid is is a smart element in that, but but there are also elements to once you get them in there to to deepen nurture that relationship to or Interster much of kind of that classic Email marketing on the beat ac- side or do they stay away from that. You know, the BNB to see sides were were a little bit a separate at the time. You know, I think Airbnb is very, they're very office over user data, which which I appreciate, right. I mean, they prize privacy and confidentiality, you know, above all end. So I think that they hadn't internally kind of figured out how this different business unit was going to work within that system. But, but now I'm sure they have it all cleared up. I mean, we were, we were finalizing funnels and all those sorts of things. So I'm fairly certain that with all the bright minds in those buildings that they figured out who to make that profitable for the BBC side too. So as far as you're kind of definition of the personas did to go through that exercise or was it okay, tell us about it was it was really interesting. So we were seeing, you know, anytime diving into personas the I wanna get kind of the high level understanding of that audience, but. Then as you dig down, it's really the differences that make up, you know how you're going to attract people. And so what we saw is there were really two types of travel managers. There were highly managed where they were in, you know, maybe they come from background of manage travel or programs, all that sort of good stuff where they're managing travel for lots and lots of people. And that's one kind of scenario. And then you have another scenario for mid size to smaller companies. Usually wear you have in executive assistant, someone who hasn't been trained in trouble whatsoever, who's kind of delegated this task right to see e. comes down and says, all right, you're doing travel now you gotta run with it..
"marketing sales" Discussed on The B2B Revenue Leadership Show
"These are nontraditional, but that doesn't necessarily mean more more has you know could mean a actually a better experience? Yeah, I get that, but also, you know, you're also trying to go after a completely different market. Right. That's true. That's true. And you know that market is changing though, so so one of the things that I didn't realize before I started working with Airbnb is that by twenty twenty five, most of the workforce will be millennial and that workforce is traveling. These are our younger folks. They're being sent around. Country all the time. So so millennials are definitely changing the way that we travel. I think I don't fall into that category. I'm a little older than that, and and folks who are like me in genetics or or older are coming around to it a little bit slower. You know, I think we, we have a little bit more of a learning curve, but but there's a reason that I, I saw figure that sixty percent of Airbnb were trips in the last year included more than one guest. So so that means folks are traveling with their families. They're kind of doing what you're doing in the sense that you know, yes, I might be going for for work Thursday and Friday, but I'm gonna stay over with the family on Saturday and Sunday, and we're gonna have a a nice trip together in and there's proof for that to, you know, thirty percent of Airbnb were for work bookings in the last year, have included at least one weekend night three in ten, so so that's pretty significant figure in and it just shows the people are changing the way that they travel for work in their kind of. You know, the word we use internally was Bleacher. I really. Hate that word, but. Like they're Lamping. It's horrible, but there is some truth. Yeah, or chained in a way. Yeah, I definitely get that so, but also I would think from your role that you know that that millennial group gets it, you know, they, they do have a family. They do want experience. They're not the ones that are gonna you know, at five thirty head to the airport to get the last flight home. Know they're gonna stay the weekend totally get, but they're also the ones that don't need or want or probably look for like an Airbnb blog. Great. Well, you know, I don't know. I think I think sometimes they do and sometimes other people find it for them. So so in a lot of these cases, you know, forty percent of Airbnb for work bookings are through enterprise company. So this is a situation where someone else may be making the booking for you so so they may not even have total autonomy within that, you know, kind of decision making. So so actually what we found her, they're there to pen of scenarios. I, there's that travel manager of might be sort of younger who's determining travel for, you know, between one and who knows how many people and sometimes they come across it other times, though you have folks who use Airbnb for work in their in their everyday life and they, they will be the ones who send these articles to their travel managers who are like, hey, if Facebook in. Sportswear and Twitter doing this. Is there any reason that we can't? And so you know, the travel managers are kind of getting it from both sides there. They're trying to be more efficient. Might be searching online for for these in finding these articles that talk about policies and all this sort of stuff. But they're also having those internal influencers come to them and say, look, if if I can book a, you know, two nights on my phone while I'm in between meetings, why are we having such an issue? You know, booking me for work and it and it's, you know, I think as as time goes by, you're seeing that the friction decrease Airbnb for work in just last year integrated with a king, her the expense reporting software. So you're seeing there all of those little friction pieces or kind of falling away as the platform develops at on the promotion side of the content because. You know, because if people aren't aware of it yet, you want them to get aware of it..
"marketing sales" Discussed on The B2B Revenue Leadership Show
"Your three step process. I think that'd be really interesting. Sure, sure. So I really have to compliment Airbnb for works leadership here. They really had a vision for what this business could be. So when I came in at the beginning of twenty seventeen Airbnb for work had already been around for a couple years, actually, most folks don't know this, but over ten percent of their of Airbnb bookings were already for work. People were actually using the platform already for this, and so they kind of saw this coming in and we're getting their ducks in a row. When I started talking to them, they realized that they had a real need to help travel managers at all all sizes of companies to to kind of use Airbnb because obviously the sharing economy, things like Uber lift. These are all new to folks. So what they realized was that there wasn't a good there wasn't a good platform in the market that have helped these travel managers bridge the gap between. Here's what I do already with with traditional accommodations. And then here's how I can kind of use Airbnb within my work, and and you know, confidently send my people out into the world. And how did you build up a content strategy to kind of solve that? Because at that seems like a a big thing. Was it involved a, you know, it was well, I wasn't the only one involves. So there was there was a strong Airbnb internal team that was also a company called annuities, which is demand generation agency out of Atlanta, great folks, very talented into. We did a lot of, you know, internal alignment there at the time I came in there, there was not a marketing automation platform within the building, even on the beat ac- side and their sales for setup was also sub optimal. And so you know, there were there were a lot of there were both the business priorities kind of get in a row explained to the cease. We why this was important in how it would impact the funnel. But there were also foundational elements that were missing as well. You know, the tech stack had some holes in it, and we really had to think about the whole lead process because that that funnel was not as well defined on the Beata b. two b. side by any means. So what, what were your recommendations? So we, we recommend. Did that they create this content hub, we created over twenty pieces of content with the sole purpose of explaining the value to travel managers of how they can be better travel managers on top of the funnel. And then as they as they kind of went down the funnel and got more interested, we did start to include some references to to Airbnb for work so win, and I'll give you an example here. So for instance, at the top of the funnel, we have a content like a new, managing travel, five tips to help you get started or six steps to help.
"marketing sales" Discussed on The B2B Revenue Leadership Show
"Suite to understand how they make buying decisions. These are critical insights. Anybody who's in sales or marketing today to understand how the sweet learn about new products and guess what? It's different than what we thought not cold calling. It's not cold emailing a lot of networking in there, but that's what I teach my course, and I show you how to do it in a systematic are humanistic way that's insanely affective. I'm gonna start putting soundbites from the case studies into the podcast, so you can kind of get a customer testimonial from that. Also want to make sure you're checking out co, video dot com. That's what I use for my video emails video. This is the year I'm telling you twenty eighteen is going to go down in history as a year of video. It's everywhere. It's on all social media and it's insanely effective. I'm talking about ten to a hundred times more effective than texts follow me on linked. I'll show you what I'm doing and I'm getting enormous tracts traction. You just can't buy at almost any price. So check that out as well. Connect up with me on linked in. I really appreciate the people who follow the podcast page. It's a company page, basically search for b. two b. revenue. It'll come up. Just follow it. I share funny videos every day and updates on the podcast. Let's get it to the interview. And at the end I'll summit up for everybody. Thanks for listening. Hey, DJ. Thanks for joining us today as way getting started. Tell us about yourself. Thanks for having me Brian. I'm DJ Francis. I run hub-and-spoke marketing out of beautiful Boulder. Colorado were an independent marketing consultancy with specialty in b. two b. content marketing. How'd you get interested in this. You know, I actually got my masters in contemporary literature. The job I have today didn't exist when I was in school. So I kind of found my way just through to nasty and an enjoyment you know speaking to large groups of people is is something that I enjoy. And so marketing was kind of a natural fit. And what made you decide to go out on your own. You know, I actually started speaking with a network called communal. They're they're vetted professional network based out of Calgary, and I'm now paying member of that group in and they kind of gave me the the fortitude to to go out on my own last year because it's a network where you can give and get work. I felt like I could was enough of of a similarity to agency model that I could kind of work my way in. It's proven successful. I've been out of my own for almost two years now. And what is your focus now which expertise? So it's to content marketing, which tends to occupy three different kinds of areas. I is the strategy. So what are we even trying to get out of this? What's the? What does the brand when it communicate Howard the hour we internally aligned and then the content execution. So I do everything from the greed of execution myself to managing teams of of writers or freelancers. And then Thirdly, there's the technical implementation. So what is. The software that's going to kind of undergird all of this. You know, I, I am especially familiar with things like hub spot, more keto. Other marketing automation rec- are implant forms often of come into the mix because in order to support the content that I'm recommending, putting out there, we need to have that platform up to to kind of sport that publishing process is a particular case study like to share with us today. Yeah, you know, I'm here today to talk a little bit about my work with Airbnb for work, so I worked with them over almost all of twenty seventeen, and we were able to develop a demand generation content hub which you can find at Airbnb for work dot com. And so what I'd like to discuss today is just kind of how we came up with that content hub. Some of the the benefits of it, there is a pretty robust lead scoring a program running underneath it, so I can speak about all of those topics in more. Yeah, we'll we'll take us through the journey. What what were they trying to accomplish?.
"marketing sales" Discussed on The $100 MBA Show
"Like I mentioned at the top of the episode in this marketing and sales system, it all starts with marketing, getting people to your website and then taking them from a visitor to a lead, making sure that the actually subscribe at your Email lists once they are subscribe at your list, then that's when the sales portion does its job and that's in part to tomorrow's lesson. So let's talk about three ways you can market. When I say market, the whole job of marketing is grab your audience's attention audience that you wanna tracked and get them to your website. Once you have on your website, the final step is again getting to subscribe to your Email list, and there's plenty of ways to do that, whether it's signing up for your newsletter or setting up for free course or signing up for a PDF download that's up to you, but we're going to focus on today is getting them to your website. So there are three strategies I wanna focus on today, and it's probably three most effective stra-. Digi's, especially if you're just getting started and you haven't done this for a while. So the first Raji is content marketing. Content marketing is the concept of attracting people with useful content. This could be a blog article. This could be a podcast up. It could be a video could be an info graphic. This could be report. This could be a comparison chart. All this is great content. And the porn thing to know is that it has to live on your website were asked to actually point to your website. So if I write up a helpful tip or something like that on Facebook does not necessarily content marketing because, hey, it's just lives on Facebook, and it's a little bit of a struggle for somebody to find who you are and get to your website. Again, our job is to get them to the website so we can make them a lead. So let's make sure the content lives on the website, choose a medium, whether it's blogging or podcasting or video. When people find these pieces of content, these blog posts these videos, whether through searcher, whether through word of mouth or. Are you shared it on social media to the difference between sharing what's on your website versus just putting the extra content on Facebook. This is gonna track people to your site. Good valuable information. There are seven and eight figure businesses that do nothing but content marketing. That's how they run their whole business all their marketing. So this stuff works if you write great content, if you shoot great videos and it's useful, it's gonna get known. People are going to find you and that's how you'll market. So.
"marketing sales" Discussed on The B2B Revenue Leadership Show
"Is important the second thing to your question is really when we look at how we look at outbound versus inbound if we're building something like a content marketing platform you know call it a thought leadership program or a webinar program or a resource center or whatever it is we actually create ultimately if we're building that as a valuable piece of our business strategy it to deserves to be promoted and marketed and sold in other words are sales guys should be promoting the blog our we should have a small marketing budget to advertise for people to come visit the blog it should be part of an outbound marketing and sales effort to promote not just our products and services but our position in thought leadership and content and ideas that we're putting into the marketplace and so yeah i absolutely believe that outbound and inbound still have a a a huge place to play in in what we're doing you know as a business and what does the journey you take a client through you know give give give me an idea of what that engagement looks like sure basically there are there there ends up typically being too one is where i will literally go in with a with a client and just sit for a day and you know or two days or three days depending on the client and i just act as a part of their team right they're trying to figure out some thorny problem as pertains to content marketing content strategy digital marketing and i just sit as a as a member of their team.
"marketing sales" Discussed on Accelerate!
"Is now fully responsible for coming up with the list of accounts that sales people will go after and would that changes is that okay well let's say be of nine thousand account that we need to go after in the next few years that's our entire universe nine counts or or or where the accounts it's an ominous of marketings than a sign accounts to the sales demanded than cylcing and figure out who gives those accounts and all that stuff and then the engagement starsem focusing i okay what are the accounts and reno's each council focusing on as a group as a unit and that is a fundamental change i don't know if you're seeing that in many companies but i i've not seen as much in latium starting to see a lot more were marketing owning the process of making sure regarding after the right accounts in it's no longer sales coming up ballistic accounts its marketing definitely seem out more and more the the question that still open is okay but who actually owns the account and the on the story law territorial is i'm going on between sales and marketing sales and while now hey it's my commission stakes i need the ultimate say so on strategy and tactics and so on this count and and other places are on the other extreme are served deal doing is eyesore described more surf team oriented a preez and personally i think the team weren't approach such as you go into larger larger deal sizes makes a lot more sense and then you're not river worried about alignment because the team is working together well but the team doesn't identify as marketing sales or engineering or a customer success they identified as members of the team yeah now i love that ad i think i think part i didn't think common ownership perspective asking the fact that marketing marketing nieces take more ownership i think that's where having marketing is gappling back and nothing marketers as a market or myself i.
"marketing sales" Discussed on Accelerate!
"N e thenacting it's really hard to canada say that well marketing and sales need to look at the commission because there's so missions actually there's so much processes that that is going on and bulte working together but i do believe that there is netted to the debate and the jury's still out of how things could be could be done and i'm williams open two two to that idea at some point tutor geometry it's the logical extension of what's happening with a bmn accountbased selling a marketing is the um i mean the spark arguably in the past as as sir back to the future because its best this is the way companies have organized themselves oftentimes for years is is yeah were we're to go out and get this big account or these big accounts and we're gonna put a team together that's going to work on one or more of these accounts and will have people from all sorts of different organizations but you know there's nobody that's bam sales mark in the roads part of this team that's what we start seeing sales marketing the disappears that there currently constitute as cervino silo to organizations just now we're gonna pick these seven people they're going to have converse discipline sabas do these opportunities and when these after his are closed they're gonna go redefined new project working other opportunities yeah i think the key change that i i believe has happened in the last few years and add definitely a theme that a lot at terminus an offer customers is that marketing is not responsible for the accounts you need to go after and that is a new day that is not hasbeen be the history of sales and marketing relationship sales have all these being responsible for sourcing the accounts which accounts after the sdr team as you know we'll do it cold calls to any and every account and they have their own process to go through it and all that stuff and they are at the end of the day coming up the table were coming up in the accounts what has changed at terminus and opting in most abm thinking organization is at marketing.
"marketing sales" Discussed on Accelerate!
"I have i have to ask of course blubber provocative question but so is sales marketing still separate organisations well i mean it they are in terms of the craft that you have to have both the book the organizations but they are at the end of the day everything's a line when you aligned with the number and a mission so the mission is to be one team and the the number is war tower success will be so when the sales discloses a deal that he actually bring a marketer together and gone did because they feel like there was a of the team play their in to talk about how was work in the marketing team is equally excited about it what's annuals fundamentally changed here reagan and this debate has been there forever and gear leave a term in as being an accomplice market leader we have been talking about this to are as one of the things that are brought from helps dupe boom but really it has been a philosophical conversation right and people that gas cord they should be aligned and things like that but heed the alignment can are happen until that is one number in one number can only happen when the sales and marketing team leaders bolt feel bolt feel that they are accountable to each other otherwise it's it's got bullshit because most organizations would say well yeah will sales enclosed the numbers or deals or marketing did for wind anything in this case when you have one number and one team what happens is marketing and sales are meeting daily if not like every other offer two hours to figure out okay well we're going to close these deals the next ninety deals in the next thirty days how cannot for what aircover for these 90 deals that we have in the pipeline what are we doing to get more engagement will let we figured out if he can get an executive let's see if i can get you set of the call that's another customer order that maybe we should do a dinner over there or something because five of your opportunities are embiid reason so all these conversations are not going to happen until dole to know that their bonuses are an end in salaries depend on that number.
"marketing sales" Discussed on Accelerate!
"Yeah i mean there's a a um hundreds probably right these kind of the best yeah but there's there's um a favor quote of mine and i've said it before in the show but it's from uh on a your football fan of all but from by favorite football coach alltime again in vince lombardi who coached the green bay packers back when i was growing up first super bowl champions ever and and it's got this he was incredible deep thinker about developing people and their capabilities and as human beings not justice as players and d has this the slow quote like that sounds like points called winning is a habit but has interesting no progressional up just give it to you know he said i watch your thoughts they become your beliefs watch your beliefs they become your words watch your words they become your actions watcher actions they become your habits watcher habits they become your character wow and his to see how that soldiers logically builds right as rightist myth thoughts but the are we are we conscious of our using the slots in translating those into our belief system our values and we're taking our beliefs and yet putting down words and say hey this is what i stand for and then you have this inherent natural desires humans to to really be congruent with our thoughts and be consistent with our thoughts and our action so you know once we've written i'm donna words dairy taken actions that are congruent with those and if we are consistently practicing those they become our habits and that defines who hours person or dan i love that it yeah i i had this written down online owes us referee i'm just going through madda always it yet accurate inanda bottom up one of the stage hazard and i don't know where i heard this.
"marketing sales" Discussed on Read to Lead PodcastRead to Lead Podcast
"Would marketing can be scary and it's like oh it scam ian sucky and it's kind of used car salesman and ono so i think the first thing is we framing marketing completely welcome to the read to lead podcast with jeff brown jeff believes that if you desire to achieve true success in business added life than consistent at intentional reading is a must the read silly podcasts will not only help you narrow this ever important reading less but also bring you key insights and valuable feedback from some of today's most successful inspiring authors and now here's jeff fire walk of the podcasts at accused of your personal and professional growth we talk of course about leadership and also get into topics like personal growth productivity career business marketing sales and entrepreneurship its marketing getting fokker's touring specifically market your book in a moment are gonna be joined by author joanna pen she's written a book called how to market a book however both i'll ask joe added to share about getting into the proper mindset to effectively market your book the rest time to begin the process of marketing your book joanna's insights on sampling and pricing and plenty more more and more today a lot of business leaders professionals an odd noor's or writing books in order to expand their business or to demonstrate their expertise but after writing the book you still have to market marketed however you decide the published whether you publish it yourself or go the traditional route and that's what is going to help us figure out today before we check in with joanna i'd like to remind you about our sponsor claude accounting software fresh books and what they can do for you and your business whether you're a freelancer or are a traditional business owner fresh books he's a great accounting solution in the past we've heard from listeners of the podcast who ron local pharmacies or marketing agencies or do freelance work all using fresh books and wooden ever consider anything else i'm certainly one of those people it's been redesigned by the.
"marketing sales" Discussed on WAFS Biz 1190
"All things revenue designed so let's get into this what does it really mean to to design your your process four revenue best way to put it is revenue design is really about creating this kind of continuous low right that from the moment would engage with a by all the way through to win it's close one or close loss okay maybe stall yeah with seems to happen a lot of times yeah and it's not just about thinking okay 'cause i've had marketing sales leadership settle say hey i can tell you the steps and they can but they don't put the detail behind the can't tell you how the technology supports it and so the design part is really to get down in detail that in document right right so that you know every step michael those points being really the transition point or the engagement point so it's from the moment they engage with you when they're making decisions meaning the buyers to signing him my going to go forward and we're going to stay back and then when you're transition between when i like to call revenue influencers which is marketing sales and whose handling those things yeah yeah and i think to it sounds to me like there are and this is why you need a design process there are probably a lot of holes where people don't realize that's where things are falling through that's exactly right so i speak a lot do a lotta presentations on behalf marketing automation company specifically and i told him you want to have some fun though into a room bringing some marketing and sales folks maybe you're ops folks itf even technology if not it's okay leave them out and and get a whiteboard in then have each group say here's what happens right and what you're going to see is you start put that together you're going to see the huge gaps where you don't have that information in so it allows you at least at that point to go back in and say oh no i see where legia disengaging disappearing yahoo now i see why.