Smashmouth B2B Blog: Sales & Marketing Demand Gen

TOPO Sales Summit April 7-8, Join Me

Posted by Mike Damphousse

I'll be attending the TOPO Sales Summit on April 7-8 in San Francisco.  If you are a sales, sales development, sales operations, sales enablement, or even marketing leader, you should attend. The agenda looks amazing and the attendees are basically everyone in SaaS.

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I'll be attending the TOPO Sales Summit the first week of April and am looking forward to hearing from the sales and marketing trenches.  The information and networking that will flow at this conference, is unprecedented in our industry.  If you think about sales, marketing, demand gen, inside sales, sales development or pipeline, this is a must-attend event!

I've been friends with TOPO Co-Founder Craig Rosenberg (@funnelholic) for 10 years and thought we would have some fun leading up to the event by asking him 20 questions.  I gave him a caveat; he can only answer them in 3 sentences or less.  For the most part he complied, but in typical Craig form, he had to use sentance #4 here and there.

  1. Tell us about the Summit?

    The first annual TOPO Sales Summit will take place April 7-8 at Pier 27 in San Francisco. We will bring together over 600 sales leaders responsible for more than $50B in revenue. We've recruited an amazing lineup of speakers from companies like Google, LinkedIn, and Box.

    The website for the event is: TOPO Sales Summit

  2. Who should come to the Summit?

    Sales, sales development, sales operations, sales enablement, marketing, marketing ops leaders.

  3. Why should someone attend this event over another conference?

    I need to go a bit over the limit on this one. Four reasons:

    People - the best sales leaders in the world will be attending and speaking
    Specificity- these amazing speakers will provide real specifics of how to actually execute
    Topics that matter - Real topics on how to run your sales org. No fluff content
    Fun - I am the Funnelholic, it has to be fun

  4. There are so many conferences, why did you decide to do this?

    The modern sales machine is scalable, efficient, predictable, and innovating at hyper-speed. The time is now for a conference that focuses on these innovations and how organizations are executing them.

  5. What’s the most interesting topic?

    They are all interesting but I would say our keynote should be fun for everyone. We have Jeff Ma, who was the leader of the MIT card counting team featured in the book and movie, Bringing Down the House.

  6. The speakers are heavy on Practitioners, the people that fight in the trenches all day long, why not a bunch of industry experts?

    We believe in specificity and the best people to deliver specific details are people who are doing it every day.  Practitioners and industry experts know their stuff, but we wanted to go deep with the people on the front lines.

  7. How did you get all these amazing speakers to participate?

    We have spent two years studying high growth companies and building relationships with the leaders who run these organizations. I won’t say it was easy, but we had a pretty good idea on where to go first.

  8. What’s TOPO?

    We are a research, advisory, and consulting firm that studies the fastest growing companies on earth. We then analyze that data and help our customers grow revenue faster

  9. Why did you start TOPO?

    We were consulting to figure out what we wanted to do next. Every customer, whether they were turning to us for demand gen, sales development, or sales, wanted to know one thing: What are the best companies in the world doing? Boom. Topo was born

  10. What are you doing with the Funnelholic?

    It’s still alive. I blog on it when I want to have some fun but try to do guest posts as much as I can.

  11. What are the biggest trends in sales and marketing?

    Account Based Everything. PERIOD. 90% of our inquiries have been about moving to account based something. 

  12. What’s the biggest mistake you see marketers make?

    They buy technology ahead of defining strategy and process. This was an issue in the marketing automation craze - everyone bought software before having a clear definition of what they were trying to do. It's happening again with the Account Based Movement - people are buying applications and announcing they are now "account-based", but they aren't.

  13. What’s the biggest mistake you see sales making?

    Focusing the majority of their attention on the front of the sales cycle (demand gen) and the end (forecasting and closing). True, scalable revenue growth requires attention and optimization in the middle.

  14. What’s the best content you have ever created?

    Tough one – I would say The Proven Framework for Sales Development. We decided to write an opus and put it in the blog instead of an eBook. It helped put TOPO on the map.

  15. What’s your favorite sales or marketing slogan right now?

    People don’t buy Legos; they buy the ability to build the Millennium Falcon. Stephanie Buscemi from Salesforce told me that one and it’s so spot-on, I don’t know what to do with myself.

  16. What’s your favorite sales book?

    I read them all and find something of value in all of them. If I have to choose, my old boss Stu Silverman told me to read Ogilvy on Advertising and it changed me forever.

  17. What’s your favorite marketing book?

    Same as above – I read a lot. Ardath Albee is my favorite marketing writer of all time. But I’ll give the nod to a recent one, Carlos Hidalgo’s Driving Demand.

  18. What’s your one piece of advice for marketers?

    You've preeched it with b2b appointment setting for years -- it's all about the Account Based Marketing.  Segment your target accounts and get into them.  All of them.  The account based movement is the final piece to real alignment with sales. What is it you say? "Selling doesn't start until the conversation starts."  Open the doors and start the conversations.

  19. Famous last words?

    See you at the Summit. Anyone who mentions this blog post gets a huge hug. – Click here to learn more and sign up: TOPO Sales Summit.

  20. Ok, my favorite question when inteviewing for the blog -- the Curry question.  It started years ago for reasons unknown, but it lives on forever.  What's your favorite Curry?

    Ha! I am going green but I love them all.  Thanks everyone! See you at the TOPO Sales SummitSummit, April 7-8th in San Francisco

Tags: marketing, sales, b2b, curry, events, account based marketing

The Sales Development Playbook #PeopleMatter #MustRead

Posted by Mike Damphousse

The_Sales_Development_Playbook_-_Trish_Bertuzzi.gifTrish Bertuzzi and I have known each other for quite some time now.  We've been on stage together.  We've been with clients together.  Green Leads' b2b appointment setting team has even been a client of the Bridge Group.  My opinion of Trish as a sales development expert is beyond what I could deliver in this article.  

Just last week I attended her launch party for her new book, The Sales Development Playbook (amazon link) and she fielded a few questions that pointed directly to the underlying theme of the book, that sales development is all about the people.  Recruiting, onboarding, motivating, retention, managing, and the managers. 

As I picked up the book a few weeks ago, I thought I would pick up some cool tips and tricks as well as some sage advice.  What I got was re-enforcement of something I always knew, but never formalized. As it pertains to a sales development team - your people are your only true asset.

When I called her to tell her I finished the book and that I was loving the attention on the people, she shared "In most of the books I have read about business, they focused on process and methodology. I wanted to do something different by focusing in large part on the people. To ride a current social media trend let me put it this way #PeopleMatter."

People is not the only take away though.  There is a ton of sales development goodness.  Other topics that rang my bell were around quota setting, measurements and technologies.  And the contributing industry experts tie each topic to reality.

If you've just started in the profession, or if you are a long time practitioner, it's a must read for anyone in the inside sales/sales development/lead gen industry.  

Well done Trish!  People DO Matter when it comes to sales development.

 

 

Tags: sales, books, reviews, sales managers

Fantasy Football Builds Stronger Inside Sales Teams

Posted by Michael Damphousse

Fantasy Football and Inside SalesMy good buddy and best man, Dave, has been commissioner of the same Fantasy Football league for over 12 years and a few years ago asked if I was interested in taking one of the empty slots.  My obsessive-compulsive, statistically driven, multi-scenario-challenged gaming mind was intrigued.  Could I possibly put together a team that could beat other experienced teams week in and week out?  Even if the matchup is one-sided on paper?

Sounds simple, but here's the deal.  I'm more of an owner and less of a coach, so I did what I do best. I hired Lenny, a co-worker at the time and a kick-ass coach, and learned from someone who knows more about Fantasy Football than I do and still enjoy the results.  Now three seasons later, Lenny is gone and I won last year's season.  This year opened with a tight match against Dave, and it came down to the last two players--he crushed me.  But I'm a coach.

Tips to learn from Fantasy Football when building awesome inside sales teams:

  • Be a coach. Understand your team and their challenges, week in and week out.
  • Understand the rules. If you know what scores you points you'll make better decisions.  Ask the commissioner (your boss) if it's unclear.
  • Learn from the pros.  We read Fantasy blogs; we also read B2B sales and marketing blogs.
  • Look for raw talent that requires the least maintenance.
  • Find the studs that, head to head, will overperform every week.
  • Think about your deficiencies and hire accordingly.
  • If your team needs adjusting, make the shifts.  It might mean cutting a player, or drafting a new one, or moving someone up from the bench. Think big picture.
  • Don't fall in love with a lineup.  If you need to let a player go, cut your losses.
  • Track the stats.  Every stat -- even the ones you aren't sure are valuable. They will be someday.
  • Think Superbowl.  Don't forget the long-term play is to win.
  • Lastly, have fun.  Every day.  Have fun.  If you and your team are enjoying your jobs, you'll always make the playoffs and be in a position to win!

ps.  I do have Tom Brady in both my leagues this year.  Maybe I should take some lessons from Belichick?

Tags: sales, b2b, inside sales, b2b marketing, appointments, appointment setting, tips, tv

In The Summertime - Mungo Jerry Lead Gen Tips (tap your feet)

Posted by Michael Damphousse

I just listened to Mungo Jerry's "In The Summertime," and it made me smile, tap my feet, rock my head, especially with the banjo player huffing and puffing into the jug.  Love it!

...then BOOM! The song is over and I remembered all the times I heard inside sales reps complain that "It's summer, nobody's working."  

Folks, that's one of the biggest myths in lead gen.  In fact, it's so twisted that some hidden benefits of summer are shrowded.  Let's take a look.

Yes, most people take vacation time in the summer.  I do to.  That said, how many vacations can one take?  They can't be gone all summer.  In fact, some very important things happen because of vacations:

  • Desk time - Most people planning vacations plan some time in the office (ie: not travelling) prior to and immediately after so that they can get their ducks in a row and return hitting the ground running.  That is more time for them to be at their desks picking up calls, or paying attention to an email inbox that is organized.  Take advantage of it.  
  • Responders - "I'll be out of the office until Monday, July 21.  In an emergency you can call my cell ###-###-####, otherwise, you can contact June, my assistant at ###-###-####, or John, my senior team member at john@emailme.com".  Nuggets: The prospect's cell number, the assistant's name and number, and his trusted underling's email address.  Use them.
  • Scheduling - It can get dicy trying to pick a date, sure, but use it as an opportunity to book a meeting in close -- to set some urgency.  
  • Lighten the mood - It's always a challenge to find the common thread in a call to make the prospect feel comfortable listening to the business end of a conversation, what better common thread than "Oh, vacation, I just got back from the Cape, what are you planning?".  People buy from people.
  • Attitudes - Let's face it, we're all a bit happier.  Happier = Approachable.  

"We love everybody, but we do as we please
When the weather's fine
We go fishing or go swimming in the sea
We're always happy"

Enjoy the video, and take Mungo Jerry's tip to heart: "Go out and see what you can find"!

Tags: sales, b2b, b2b sales, demand gen, inside sales, cold calling, lead gen, tips, life, video, b2b appointment setting

20,000 Sales Pros in One Place! 80 Speakers #salessummit #in

Posted by Michael Damphousse

This Thursday, starting at 11ET, InsideSales.com his hosting the Sales Acceleration Summit.  There will be 80 speakers with topics ranging from Inside Sales and Enterprise Sales to Marketing, Management and Motivation.  

Join us tomorrow for as many sessions as you can squeeze in.  You can register for free.

sales acceleration summit

Featured speakers include:

  • Matt Dixon, Author of The Challenger Sale 
  • Steve Young, Pro Football Hall of Fame Inductee 
  • Josh James, Founder & CEO, Domo 
  • Jill Konrath, Author of Selling to Big Companies 
  • Grant Cardone, Author of Sell or be Sold 
  • Ken Krogue, President, InsideSales.com

I'll be talking Marketing Goodness with Thomas Oldroyd of InsideSales.com.  I'll be focusing on how sales professionals need to start thinking like CMOs.

Join me and lots of friends and colleagues tomorrow.  Don't forget to Register Now!

Tags: marketing, sales, webinars, events

15 Reasons Why Every CMO Must Attend #dreamforce #DF13 #in

Posted by Michael Damphousse

If you are a Chief Marketing Officer, or report to one, or aspire to be one, you MUST attend dreamforce. Period. I would not normally make such a blanket statement, but I don't want anyone to miss the point of this article.

Why CMOs should attend dreamforceThis week, I was able to speak at dreamforce for data.com, and shared in the frenzy with 130,000 other attendees. The benefits of being here are endless:

  1. Technology - Aisles and aisles of vendors selling everything from big data (impressed by Tableau), to sales productivity tools such as InsideSales.com, which Green Leads just implemented.
  2. Learn - Study new marketing techniques. Face it, event marketing is one of the largest challenges of a marketer. Come see what's working.
  3. Team - Nothing more rewarding than a CMO seeing their team enjoying the conference and learning new ideas and techniques.
  4. Network - Meeting new people, prospects and network contacts. Walking around I had a bunch of followers introduce themselves. Networking goodness!
  5. POV - Explore all the branding and point of view. My POV guru buddy, Dave Peterson of PlayBigger told me yesterday, was to just experience the show and absorb. Learned a ton.
  6. Listen - Some incredible marketers on stage. The list is too long to name, but Marissa Mayer of Yahoo was killer.
  7. Customers - Setting up client/partner visits. I could have filled my week with nothing but client visits. Great lunch with Steve Lilly of Ziff Davis! B2B Goodness.
  8. Reunions - I walked into Moscone West and five minutes after I got my badge I met someone I worked with 13 years ago. 
  9. Demand Gen - Find new business. In my particular case, there is nothing better than meeting the VP of Marketing at a booth and them saying "The show is good, lots of tire kickers though." and then when she asks what I do, go into how "Green Leads weeds through all the tire kickers to find you active decision makers."
  10. Party - Green Day, Blondie, Huey Lewis and the News. Every bar and restaurant is overflowing with sales, marketers and geeks.
  11. Exercise - Yes, exercise, if you consider walking a few miles a day exercise. Being on your feet all day works the core. It's exercise!
  12. Press - They are all here. Take advantage of it.
  13. Vendors - Odds are that if your marketing vendors are here. Check in with them.
  14. Exhibit - If you target sales, marketing or developers, you have to be here!
  15. Inspiration - Deepak Chopra!  Always some lifestyle speakers here.

Having experienced the largest cloud computing conference on earth, I have one regret. I didn't bring an umbrella. Nobody said anything about the "cloud" being a rain cloud!

Lead Gen Tip of the Day: Not sure how to find new prospects to meet with at dreamforce, Green Leads has been hired to do appointment setting for dreamforce attendees to keep their calendars full.

photo credit: @damphoux

Tags: marketing, sales, b2b, demand gen, branding, b2b events, events

SiriusDecisions Summit London Notable Quotes #sdsummit

Posted by Michael Damphousse

Having just kicked off, the SiriusDecisions Summit in London will be spanning two days with tons of marketing and sales goodness.  I'll be adding notable thoughts, quotes, and tweets to this article during the two days, so come back!  

SiriusDecisions Summit London resized 600

@RichardEldh: The relationship with our clients and our prospects is as much digital as it is face to face, if not more.

@maxsangiovanni: The rule of 1: 1 user 1 campaign, 1 campaign many languages, 1 touch once a month, 1 guardian of the send, 1 message all platforms

@jblock: One consistent message across all delivery channels. Do this first then pick the tech to do it. @maxsangiovanni

@izjay: Data buys time and time buys understanding via @maxsangiovanni

@maxsangiovanni: click to chat is very successful channel to capture inbound activity

@Marisa_Kopec: My content is on content, so I have a lot of content to share today ;) 60-70% of content goes unused

@Marisa_Kopec The evolved marketing factory must be engineered to produce content to fuel inbound & outbound marketing

@damphoux: Cocktail party is at 4:30, so see you there. via @Marisa_Kopec #MeaningfulQuotes

@Floriane_Ma_FR: Min 10/12 attempts to get a decision maker on the line in complex sales, builds case for teleprospecting to do the job instead of sales reps

@damphoux: Again @tjaros hits it w/ Demand Types. Read up. It will change the way u present your message md.gl/1b95FpW

@akslipper: Germany leads in budget spent on tradeshows. UK leads in email campaigns

@izjay: Most #SDSummit delegates say their next technology purchase will be in the category of business intelligence/analytics. Nice!

@jblock: When it comes to live events, you're judged by the quality of the coffee. via @akslipper 

@siriusdecisions: @Marisa_Kopec "Understanding buyer personas is where b-to-b meets b-to-c" http://t.co/9LyNGOZx0W

@GBalarin: "There is no rest for the technology-weary in marketing. IT is changing dramatically" and alignment is key. @jneeson

@JarmilaHYu: John Neeson at #SDSummit "the sales rep is changing: by leveraging marketing data, tools & tech cold sales calls should no longer exist".

RT @BabcockJenkins: Portrait of the modern marketer and sales person. via @jneeson #SDSummit http://t.co/gSC5ztKDJo

More to come...

photo credit: me

Tags: marketing, sales, b2b, b2b sales, demand gen, siriusdecisions, b2b marketing

We Are All Our Own CEOs - Chris Brogan On #Owner Magazine

Posted by Michael Damphousse

owner magazine chris brogan

As a business owner, I manage my tasks, take care of clients, look at my numbers, work hard, attend to quality, work with my team...you name it.  Does that sound much different than a sales or marketing professional?  Tasks, Clients, Quotas, Energy, Perfection, Peers.  

You all own your own businesses!  Congrats.

So now that you own your own business, where can you go for some advice and inspiration?

This week is the innagural issue of Owner Magazine.  Owner is the brainchild of Chris Brogan, a leading speaker, author and blogger focused on digital business.  

chris broganChris and I were sitting down last week talking about the first issue of Owner.  His passion for ALL things makes you walk away from any interaction with a "can do" feeling and a smile on your face.  His passion for his new online magazine launch is one I share and hope you will too.  

"The concept of an Owner is simple," says Chris. "It is for someone who seeks to improve worth by growing capabilities and connections. You can be the CEO of your cubicle as long as you’re accepting responsibility for your intentions to grow your abilities and your network. But more so, you’re likely an entrepreneurial spirit, either helming your own organization, or just about to leap out into the fray and make your own path. That’s who we’ve created Owner magazine to serve." 

I'm honored to be asked to contribute to Owner. It's great to be surrounded by some fantastic-smart people (Chris, S. Anthony Iannarino, Marsha Collier, John Morgan and others).

Subscribe to Owner Mag here and be the best owner you can be.

Tags: marketing, sales, b2b, life, work, owner

HubSpot Signals Product Review "She just read the email" (from #Inbound13)

Posted by Michael Damphousse

Hubspot Signals Product Review FeaturesLast week at Inbound, HubSpot announced a new product, Signals.  In simple terms, Signals is a Chrome extension that tracks and notifies you when someone has activity on emails, LinkedIn, Salesforce and HubSpot.  You get an on-screen notification, as well as a summary list of activity that you can review.  In short, Signals is an app that lets you know when and how to engage your leads--timing, intelligence, and relevance.

Sales people now have actionable intelligence from the prospect.  Knowing that they have seen your email or they clicked through a link or they are reading your website is gold.  It also tells you one other fact...the prospect may be sitting at their desk, or at least not occupied with other activites.  It's time to call them.  If no response by phone, maybe email them again with a secondary email that you would logically have sent (ie: don't just respond saying "I know you are sitting there doing emails".

If you get them and have some intel such as a new LinkedIn update, or the knowledge that they read certain pages on your website, you can now open the discussion in a relevant way that the prospect will respect and resonate with. "Hi Brian, it's Mike from Green Leads.  I was hoping to speak with you about Appointment Setting." (knowing he just read three pages on my site relating to b2b appointment setting).

Brilliant work HubSpot!  Enhancing the Inbound experience for sales people.

Screenshot from HubSpot site:

hubspot signals product review

Notification summary (as of the date of this post):

Email

  • A contact opens your email 
  • A contact clicks a link you’ve enabled tracking for

LinkedIn (after you mark a contact as a VIP)

  • When a VIP changes their position
  • When a VIP posts an update 
  • When a VIP adds a new connection

Salesforce

  • When a contact becomes a new lead
  • When a contact opens an email sent through Salesforce

HubSpot

  • When a contact visits a page on your website

Note: The email open notification only works if the prospect has "display images" enabled.  If they do not show images in their emails, email open notification will not work.  Solve this issue, and the Gold Medal gets a Gold Ribbon with it.

Tags: sales, b2b, b2b sales, demand gen, outbound marketing, inbound marketing, b2b marketing, hubspot, product reviews, outbound calling

@HubSpot Eliminates 2 Billion Cold Calls (from #Inbound13)

Posted by Michael Damphousse

inbound marketing summary 2013 resized 600

Just prior to Seth Godin stepping on stage, for what was an entertaining and thought provoking keynote, HubSpot CMO, Mike Volpe, announced that "We saved the world from 2 Billion cold calls!"  And they did.  I personally may have benefitted by 1 or 2 a day.  

HubSpot Orange Kool Aid

Inbound marketing techniques continue to evolve, and HubSpot is the pioneer for Inbound.  The tribe they've created in the past few years is amazing.  Almost 6,000 attendees to this year's Inbound conference were gathered for lots of marketing goodness, not just the orange kool aid.

In the world of sales, selling doesn't start until a conversation starts with the prospect.  Getting that conversation going has been revolutionized with Inbound Marketing.  The prospect is typically educated more than an outbound generated lead, they are thinking about the topic that your product or service addresses, and the time is fresh to start the conversation.  In short, they may be further along in the funnel (waterfall if you're a SiriusDecisions follower).

The top outbound marketers have embraced inbound marketing, not shied away from it. Compared to a purchased list or even a list of prospects warmed up with other marketing assets, an inbound list is the cream of the crop.  However, unless your inbound lead comes in the form of a calendar invite, date, time and phone number booking one of your sales reps for a appointment, there is still work to do.  The outbound function assigned to these leads is typically referred to as Inbound Response.  

Things to remember:

  • Scrub the data. Have a data team do list hygiene to correct and/or append needed data fields.  Or use tools such as DemandBase to dynamically append data.
  • Know your history.  Use tools such as HubSpot, your CRM, or other tracking systems to know how your company has interracted with the prospect in the past.
  • Intel.  Research the prospect on LinkedIn, Google, Social Sites.  The more you know, the warmer that lead.
  • Score your inbound leads. Don't assume they are all orders ready to be had. Don't waste your time on mickey@mouse.com
  • Pounce!  Once you have your ducks in a row, call them.  If they don't answer, email them.  The effective value of leads deteriorates every hour after they submit a form.

I just tested the above with a lead that came in through our HubSpot system within the hour.  It took me 2 minutes to correct their missing title, see that her colleague talked to us at the SiriusDecisions conference in May, add her LinkedIn url to her profile, note that we're connected by 8 people, and she visited 5 blog articles today.  Reviewed and scored -- 2 minutes.

Create great content.  Socially surround your market.  Optimize all conversion techniques.  Gather these inbound leads, then follow the process above, and your ROI will go through the roof.

Let's get back to the 2 Billion cold calls saved.  Inbound marketing certainly does reduce the number of cold calls an outbound marketer has to make to get the conversation started.  It streamlines the process.  The blended approach of Inbound and Outbound will increase the top line faster than any other methods available.

Is that lead an Innie or an Outie?

(took restraint not to post a pic of a belly button)

Tags: marketing, sales, b2b, b2b sales, demand gen, outbound marketing, inbound marketing, cold calling, b2b marketing, social media marketing, hubspot, appointment setting, tips, inbound, linkedin, outbound, lead lists, outbound calling, b2b appointment setting, demandbase