Turn Your Sales Reps Into CRM Superheroes

Foreign.

So Sprocketeer community, which hopefully everyone here is a part of, we are offering out the first annual admin of the year for HubSpot admin users and super excited to be giving away an award to the most popular admin out there. So all you have to do is go to the link that I will post in here as soon as I'm done talking that Kyle is showing and nominate your favorite admin. And yes, you can nominate yourself because I think you're all amazing. And then whoever gets the most reactions and likes and comments on that post, we're going to be giving away that first award to you. Very exciting.

Cool.

I got the link in there for you but accidentally opened the developer console while I was trying to do it.

So that was exciting.

Yes. So quick notes on online community things. We do have space on community.HubSpot.com for the hug. That's cool. We also have a group on LinkedIn which is cool. It's cool. There it is. But Deanna was mentioning sprocketeer. This is a community that lives in this come on Internet or computer or whoever's at fault here. Slack community. It's a fully independent community. It's all HubSpot admins and lovers and partners and enthusiasts. More than 2,000 people here now. Huge milestone. Super excited for that. This is a happening place. If you ever need just in time support or you want to collaborate or commiserate or brainstorm with your fellow HubSpot users, this is the best place on the Internet to do that right now. And I love that there's a contest now to nominate the best admin. So go to Deanna's post, recognize people who are good at administrating HubSpot and one of them will get an award. Registration for boot camps I believe is open now. I see register buttons. Anyway, so there are lots of great boot camps offered by HubSpot Academy. These are free six week, once a week zoom based meetups where you learn some stuff and you do homework for a week to implement it in real life and then come back and learn some more stuff. There is one for super admins. It's a great place to establish foundations if you're new or revisit those foundations if you've been around for a while. Because HubSpot as we all know is changing all the time. So we are using platform called Bevy for this webinar. It has some issues. It is, I'm sure you've noticed, web based. So it's just in your browser basic Web based troubleshooting tricks are usually the best ones. If you refresh the page or leave the webinar and come back, try a different browser, turn off and back on again is your best bet for shaking out any bugs. If Matt ever seems out of sync or frozen or you can't see a screen or whatever the case may be, that will usually fix it. And then again, we are here every week so if you ever have suggestions or requests for speakers or topics, we'd love to receive them to make sure that this is as relevant and interesting to you as possible. But that's enough of the icebreakers. Super excited to hand it over to Matt now. Matt, take it away.

Sorry, I was getting the shakes out. Oh I was just getting ready. Appreciate it. I am so pumped. Last time I was here was just about a year ago and much has changed and over in superland I want to say a few things before I get in this presentation. It is number one, there's no better time in the history of the world to be a HubSpot admin like there's so many product updates coming like you can it is even more true that this is a profession that you can dedicate your career to and get a great job, have great credentials and you're in front of the right people. With Kyle and Dean you're in the right space. So I just love, love, love that. So thank you all for what you do. Kyle and D. Okay, what I'm talking about today is to the admins here is something I call and have talked a lot about. It's called the adoption gap. I'm going to share my screen and we're going to get into it in my I practice this see if I don't mess up entire screen share screen through okay so we are today it's what I call the adoption gap and I'm going to go over this idea of CRMs actually by definition by stats fail more often than not they unfortunately they share that same thing with marriages. So I'm just going to go over how do we like help CRMs not fail? This is not marriage counseling but this is CRM counseling. How do we help CRMs not fail and what to do about it. Now I want to start with the end executive summary. I want you to leave with this. I'm gonna get as tactical I can on some of these but we have to start there has to be a philosophy at the top so we know what good looks like so that we can then think through what's not working and then have Ideas for tactical ways to solve it. I spent a lot, I've tried to spend time thinking about this. Number one is I believe we need a new mindset and a new tool set. I believe it. So much so I started a company around it. I should be like, I believe this. And I'm hopefully I'll get you to the point where I think this is true to prevent serum failures. Learning number one, your CRM is a, not a CRM. It's fundamentally just like a marriage. Like it's more like marriage. I say this, I use this analogy because it is complicated. There's variables, there's angles, there's relationships. It goes deeper. You bring in, often you bring in your, your, sometimes your, your family of origin and issues. Just like CRM, everyone coming in, there's processes, there's people and your processes and your tech stack, you create, create the CRM and their internal product. And if it's internal products, what's number two? The person running it, the admin is actually a product manager that optimizes for what people using the software. And number three is if you are in charge of helping people use the software, it requires equipping people not before they use it, just before they use it, but while they use it. So you have to treat not just a HubSpot stack, but Also Gmail and LinkedIn and rippling as a tool that people are using to do different tasks. Okay, here's the hard truth serums usually fail. Notoriously high rate. And it's not me, just a conjecture. This is several different studies. They're big names. Gartner, Forbes, HubSpot Business Review, Merkel Sales CSO or your Chief sales officer Insights. I mean you're looking at this on average, I mean we can say 50% strong. Like there's a 50% of CRMs fail. That's sad. And we are in a profession and we're trying to learn how to do what help them not fail. So if, if this is true and we think of all the training we've done and all the best practices and knowledges we have today and we look around us and we see a graveyard full of dead CRMs, how do we address this? This is what started me thinking about a new mindset. And what, how do we prevent this? You look around and you're like, my CRM is not dead or dying, but there are a lot of ones around us. Yes. This is just an AI generated. So just don't look at it too closely. Yeah, so this is a football helmet in there. So why am I here talking about this problem is I've spent a lot of time and not this time and effort does not equal effectiveness. I'm going to be clear But I've tried to spend time thinking about this problem. The first time is I I founded a CR a CRM implementation company. Like I was like hey I think I didn't when I first started it's like hey how can I solve this problem? We I niched as a HubSpot partner and we went very it started rev Partners and I thought about it and we we we had success and we had success and I say like we we grew fast we via revenue people tier from the beginning is we came up with a new approach and then a new approach was called your CRM is not a product is a product not a project. Everything was built on that mindset. Everything. And so that that lesson number one and so we did things like we had pods meaning you would get one person, you have a pod that you could then treat as a true product. We had agile methodology. We didn't do waterfall. We had sprints, we had very specific comms. There was slack that we put we had product development team that actually think about how do I productize certain portions of the journey that can be replicated. And I want to be clear something was missing. We didn't as much as we maybe we got down to 30% and I would say that is we I think we provided good experiences and people had CRMs but as soon as we stopped or we left or there was still something always missing I felt like I was had one hand behind my back and when I came to a conclusion was the tool set was insufficient. Something had changed. I didn't know it changed but something had changed. We use ClickUp, Miro, Slack, Google Docs, loom, you name it. Like we use the tool stack to be able to execute on that to get HubSpot working better. So now this is my second time this is what I'm thinking about like this is my second time Hopefully I don't have to do a third is we did a SaaS company we niche to HubSpot app partner and this is my response to my inability as a software service company to solve the problem with people to say how are we solving and equipping people to be product managers of processes inside their environments. It's a fundamental switch and there is no tool that helped it. So we that's what I'm thinking about building into bin equipping teams whether work while they work while they need it. Okay, I've kind of said this already. I'm just like, I reiterate because I think it's, it's such a fundamental shift. It actually happens at the core of how we think and work. How we talk about dates, how we talk about features, how we build CRM as a product. User adoption is a goal. Everything else is a distraction. Let me give an example of this. If I went and asked somebody inside your cr, inside your company today, and I say, hey, hey sales rep, do you like your CRM? And they said no, that means you don't have the like. And they gave me a reason like that, like that matters more than whatever else you're working on. Like user adoption and the ability to track it. Know it. Because we can get so busy building we forget about the people using. So I want to end with a tactical way to start thinking about it. Okay, let's go to the problem. Is this even worth it? So are people just crazy? Why do we keep doing CRMs if the failure rates at 50%? Well, just like marriage, it's beautiful when it works. We keep saying it's beautiful when it works. When they work, they work foundation of growth in the same way. We have studies that show they fail in the same way when they work. They become the competitive advantage often because you can make more informed decisions faster than others. This is saying almost $9 per $1 spent getting a CRM and you have just giant ROIs when they work. 240. This is why people spend money on HubSpot and Salesforce and Dynamics and Mixmax and Pipedrive and Folk and all these CRMs. Let's go. But the default's failure. We get this. The default of doing a CRM's failure. Why would we risk it? So I'm trying to think about this and there's really two ways we have our reality and our approach. I'm talk about these two things. There's some things we can't fix, some things we can't fix because this is like, hey, what has changed to make this so hard? Thus we can have an approach to address it. Number one is our business environment. Number two is human nature. So we'll talk about these realities. These are things that are very difficult to change and I don't think we should try. Number two is the project mentality where we come in and we often have a start and an end date where it becomes not a primary job but just in tertiary portion and we don't have someone dedicated and the tools that we do we try to effectuate the projects themselves and we're going to focus on our approach today and a solution. But what is our reality? Because important here for our approach has to reflect that. So number one, every business, this is one of the things that changed every business today. And this is even more so post Covid because we pushed to more remote environments. Increasing app usage, not decreasing. Every business, every business is a tech company. So super builds one product. But your company, whether you build hardware or you do services, you are a tech company that does one, that sells one product that may be human driven or tech driven because you use so many tools to create leverage in your business. The majority of your time spent on software. Thus you're a tech company. So let's go there. So and this has got a proliferation of tools but with it fatigue the average mid sized company, 200 apps people are just overwhelmed by the sheer number of these things. Do you have to use daily. Like I'm on what Bevy, right? I'm on Bevy doing a webinar. I'm on Zoom every day. I have another one called Get Contrast. I have another one we try Live Stream. I'm like I'm in LinkedIn Live. Holy moly. Like all of a sudden I have four just webinar platforms that I have to know to use. And that's like tip of the iceberg, right? Fragmented workflows this creates because we're constantly pivoting from one platform to the next. It leads to just complete inefficiency. You'll get lost in what to do and you what happens. They often will end up and if you're not looking, I mean I can't share my screen on my other screen that I'm staring, kind of staring at. I have eight tabs open right now. I'm looking at Gmail, I'm looking at Bevy, I'm looking at LinkedIn, I'm looking at Super. I'm looking at Chat GPT, I'm looking at Inbound, I'm looking at Google Drive and HubSpot and that's not very many. We have a tab apocalypse, right? There are so many tabs and it's contact switching back and forth and it's norm. And Harvard found that employees spend four. You spend four hours a week switching between apps, switching. It's like that's the business we live into. That's everybody existed. That is the air we breathe. You can't get around it. It's a part of who you are and we have to deal with it. Number Two, human nature. Change is difficult. Show me someone that likes change and I'll show you. I don't know anybody I don't know. When I get religious, I'm sure you show me somebody likes change and you're showing me not a human right. We have an innate resistance and you don't need studies to tell you that. Someone that tells you to change, you're often. You have to be inspired by it. You have to be moved. You have to hear about Joan of Arc and talk about music videos like there's something causes change. And they found that 70% of initiatives of any type, of any initiative failed just because people resist it. And part of this is any new software, any new process is unnecessary disruption to their current flow because they're a learning curve and learning curves. You have to have hope because you're saying you're going to tell me I have to spend time which is taking away from what I'm doing well today and you're giving me a promise that what tomorrow is better than today. Every time you ask someone to do something new, you must inspire them to do it or brute force tyrannically tell them to do it. And they're. And you can only do that so many times. Okay, so business is hard. Humans don't like change. How do we do it? Here's how we do it today. And often it's this project. And it's like when we think about CRM, this is the angle of CRMs. There's different things. We think about new employee onboarding, we think about any initiative. There's often I start and it's hard to start, it's hard to keep doing unless you're D and Kyle and you do 100 hugs and they never stop because they treat this like a what, Like a product that gets feedback. That's what everything has. Which kudos to you. So this is what I've seen happen out out in the world. It's got caught the CRM reboot cycle. And it if you haven't been a part of this, then you haven't lived long enough. So here's number one, phase one, you implement something takes six to nine months and you are darn happy with it. Often it may be half your job, a little bit of job. People are very excited about it. Then over the next year and a half to two years, you're man, that's a really good job. You need more responsibilities, you're given more. And as this is happening, the product is often being decreasingly used. You know, random Excel sheets are being created about how to manage pilots and how to manage products and how to create finance approvals. And then what do you do? You repeat phase one and two over and over and over again. You change CRMs and this is where oh, HubSpot can't grow. With me it's because you started on HubSpot and you're going through the reboot cycle. HubSpot doesn't scale with you and you're gonna have to then migrate every. All the Excels that you're doing is actually feature requests. You have to build back in. You often have to get new stack to be able to do those and integrate new tools. That is what we face when we do projects and it's really hard to do it differently. But here's some, here's some ideas I think that are important that you'll see them. Projects focus on completion rather than adoption. And this is why you have to have somebody, I use the word manically but you have to have somebody that their primary goal is adoption of the system and they actually think that projects finish when they launch, products start when they launch. It's a different mentality. Hey, I just got to the starting point. I think we just had our discussion like before. I just got to the starting point. I just started. I'm 40, I'm 30, whatever it is, you realize, oh crap, I just started the project when I thought I finished. Projects deliver large batches. Project products deliver in small rapid feedback loops. Projects like resist any type of change. Products do that. And then this is a really important one. Products often front load users and products actually require ongoing every single time. And so there's some way to capture that feedback ongoing to change. Okay, here's just a way where someone I was like, I'm looking at the question mode. We have our. This is like I like graphically you can see there is the CRM and you just see what happens. And it's not that this doesn't work. Companies have exited and done really well moving from HubSpot to Salesforce to like some other Salesforce instance. Right. It has worked. But there is a better way and there is a way to just go where you can actually change much faster and you'll see you'll grow faster, have more impact over the same amount of time. And so this is what we're thinking. A serum is a product and not a project. So that's approach one, here's, here's number two which is talking about our tools. And it's not just tools, it's training methods. Now I'm gonna if you love these training methods just sit with me because this is I love them too. I've done them and and they're not that they're not important they just have to be incorporated in a holistic way in one place all the time long video trainings I they are very hard. They're too much fluff, hard to skip know what matters hard to summarize and hard to like know if you've learned truth right number two dense SOPs. And by the way if you haven't made a 50 page SOP it's the same if you haven't gone through that reboot cycle you haven't made it's like a rite of passage write that 50 page SOP knowing nobody will read it and why do you have to do it? It's because people say I don't have an sop. I don't know what to do Then you give them the SOP and then they say because you get rid of an excuse and then they say hey. They ask the same question like hey did you read the sop? And they say oh I didn't have time for that. Will you just tell me and you it's like getting rid of excuses not actually helpful and self serving in person workshops what does that do you think about the current it pulls people away from their work and information soon forgotten there's a I mean you can look at it's 90% of what is taught in a in person shop is lost three days later now it's different if you're like camaraderie and culture that's different than training and enablement two separate things two separate end states right Static knowledge basis hard to search content's often off dated yeah and you have to switch different tab then you're going to email instructions they're out of date buried you can't find them rarely visited one time onboardings don't reinforce learning they're quickly forgotten afterwards lmss are awesome but they're off platform difficult to search really good for skill training but not as good for like daily usage like summary statement the tools we use today to train lack what learning while you do in a remote place with lots of apps usually I call it right lacks real time and context overwhelms users with irrelevant content and disrupts workflow and we just accept it because there is no other way we just accepted this truth and so we go back my my thesis and you can disagree I love it and we have Q A we have, we've had and been in a environment where we have 50 over 50 CRM failure rates. And I ask why. I've gotten really good at getting humans to do products and it wasn't enough. And so then I came to this and I was like, this is why I did all these things, every single tool and it didn't work. So let's give an example. I've been, this is me just like this is Matt Bullion going through this and I do this all the time to de. I have a question. Hey D. Where's our brand guidelines? I still, I haven't asked her yet. Where's our brand guidelines? I switch tabs, go to Google Drive or something. I open our knowledge base. I search for something specific. I you're supposed to be sift through, not sit through, sift through a bunch of results. Realize nothing applies to what I'm trying to think about. So I asked the, I asked the a question. She's not there. She's busy running the hug. So I then ask Ashley, pull her out of the flow of work. I can't like find it. I'm like looking. I take a screenshot of my results, I'm trying to send it to it and you know what happens? We get on. Let's just jump on a call and figure this out. That is so much wasted time. So much wasted time. And that's the reality of most enablement programs. And actually to be good and I would teach this to get really good at an admin. What did I would like you have to like when you deploy something, you need like three weeks of you just sitting ready to answer every question in the slack message. That was your job. Because it's the moment in pain you must answer. That's a sad reality. That's how you address it. So that's, that's what we, that's what people end up with. Right? Okay. So we have our reality difficult to change business environment where we have more tabs, we have more apps, we have more disruptive workflow. We have a more busy, more anxious, more tired people in the workforce constantly context switching. We have human nature that's difficult to change, resist change fundamentally at a base level. Then we have projects and this is like where we normalize. We do one and done. That's just, it's actually very difficult to do the opposite of that that we do when we do CRMs and we have training that doesn't address the new business environment or do a good job of meeting people where they do so this is where we're going to focus and that's where I focus solution. Now I've talked a bit about this. I'm going to say truth to adopt and I say this out loud and it's the reason I love HubSpot so much. Adoption is greater than the process. Now don't shoot me. So adoption is greater than a process, greater than a tool. Now if you go to most consultants, let's go to Deloitte, let's go to Accenture and it's like, hey, let me teach you. I'm going to teach you what's map it. It's people, processes and there's something else. But I'm going to map your process and based on your process we'll find the best tools. Because I'm tool agnostic and I'll say I don't want tool agnostic, I want adoption. And I'm not going to map a process. I need to make sure the process is adopted and adoption matters more than the process. Why? Because if you don't have a process or if you don't have adoption, the process doesn't exist. And so what does this mean? If you were to put this in a cycle, the tool you pick actually matters. So if you pick a tool that is hard to adopt, you are setting yourself up for failure even more so than already. It's stacked against you. So, so do adoption over function. And this is why I, this is why I standardized and think so much about HubSpot because it does this the best in my opinion. Revenue systems need product managers. So admins are by function a product manager and they have to answer these questions at the point of need and it's the same questions when someone hits. This is what product managers think about when they get a SaaS tool. They use things like Pindo or they use what fix, they'll use the app cues and they'll on how to get people to do the right actions in the right way. And they're, they think about it and they construct this user journey that gets people to adopt. And they answer this question over and over again in different areas. Who should I ask for the question what should I be doing? When should I be doing it, where should I be doing it and why should I be doing it? And you have to have, you have to be answering those at any given time. Adoption occurs at the point of need. So people learn like let's go, let's go to traditional school. You are given knowledge. After that knowledge, what do you do? You don't go Straight into. Well, you. You take that and you do a worksheet. Or if you're in a Montessori place, you actually go and do first and you start doing and then afterwards you come back and you reset and you learn. It's a go. It's back and forth. So adoption or learning or becoming. The becoming occurs at the point of need. Learns while doing. Now, don't take my word for it. I think we can qualitatively say we think this is true. But let's like quantitatively. There's something called the learning pyramid. And it's just, it's just simple. It's. Learning dramatically increases when you learn by doing. Actually, you retain 75 more than. You're listening to me. You're gonna forget everything unless you take this and you go do something with it. And that's okay. I just like, just. Reality is, I don't have. This is not a platform where I can go and like, get you to do something very quickly. Number two, cone of experience. This is just so beautiful. Says people remember 90 of what they do. What they remember 90 of. Of what they're learning if they, if, if they, if they actually are doing it while they're doing an activity. So it increases. So learning and talking while somebody's doing something retains more knowledge than if I was to train you. And then you do by yourself. That's why you have teachers. They talk and then they walk around and give instructions because they're talking. This is why it's so helpful to give. I'm learning right now by talking about it because I'm retaining knowledge. I'll be able to. I'll be able to recite some of these. Post this because I am learning while doing. You know, you may not like, like everybody likes throws. Everybody has. Everybody does something bad in their life. But I love this statement is you can be impressive or you can be known. So don't. If you, if you try to get to know people, you'll get less and less pressed by them. But this. I like the statement tell me and I forget. Teach me and I remember. Involve me and I learn. Confucius say something. Something very similar. I just don't remember right now. Okay, I'm sitting for a second. I'm going through this way faster than I wanted to. But that's okay. We'll have lots of times for Q A. Okay, this comes to super. What is it? How we think about it. What's the tool set? I was. When I was thinking about this and you're going, I Want to give people the ability to practice processes on top of tool stacks. That's why it's an overlay. And so you had to do this. We had to have something that does what It's a complete tool set that helps internal users. Has to be no code. Like you have to be able to configure. It can't be. It can't be j. It can't be in the. It can't be in a product person's wheelhouse. This is why you have HubSpot CMS because you don't want your developer running your website because they never do anything you want them to do in the time you want to do it. You need. You need. You need it. You need your hands on it. Right? Steve, I love you. If you're here, I'm. We're switching websites. We're in the process. That's more of inside joke. Forgive me everybody but you probably experienced that is if you're a marketer and you're having that you wish you could have more control over it because developers are working on mission critical things that are usually product. So it had to be no code can't be. It can't be a JavaScript. It can't be. Which is what Pindo is. That's what these other ones are, right? Internal. It can't be another tab. We're already in the tab apocalypse. So we had to be an overlay that allowed you to construct your own products and create journeys that people want to go through. It has to make your other apps better. It's not another app you have to administer. Has to make where you are better and be able to embed content and it had to be a place where you could get answers very quickly. So as much as we I was dogging on a knowledge base I was really dogging on knowledge base that I have to switch tabs for versus one that's omni available always accessible floating with you where you can ask questions quickly gather any questions that are not made and be able to then off. I call it start, stop, continue start the questions there stop. You have an answer and continue and escalate if you don't have and then you got to have the ability to dynamically serve content. Whether that's and I'll show you. Like Dee hit me in the face this morning with some new thing I have to post about like right. She's like telling me what to do and I'm in like Gmail and like she's like give it hitting me in the face with things to do. I'll show you that which is a send in. Like you can send in app notifications and you have to show people where to click. You have to onboard people. You have to be able to sign tasks and train people. This is a lot of stuff in a tool, right? That's what's needed and it was a gargantuan task. We've now been doing this. Here's some before and afters and these are like real some of the based on true stories. Is that what they say? Free willing based on future. Okay so some of these are more powerful. Some of them are just extrapolations. Before you you'd spend 1.5 hours showing newbie and this is like a real. You're showing 1.5 hours showing new BRS how to create a deal on a contact record. If you haven't done that again, you're not real. You haven't done that. You should give it to BDR and try to show them something new. Okay. Now when you have something like this it's it just transforms the whole relationship. It's instead of saying here's how you create a deal and a contact card you're going to show someone they self service they can onboard. I'll show you this in practice here in a second. Before you'd have to have synchronous training sessions with lots of blank stares and I'm Dee's responding to me well and Kyle's making faces so I don't have to look at blank stairs and I can't see of any of you all. But there's this is that you can now do async enablement where people come to you. It's called the fair method. I went by the way you can train yourself before and then you ask people when you have points of need and get more you can you trains from high effort high impact to low effort high impact. Before reps had to demonstrate knowledge. Now they can just prove it while they work. Before reps had to context switch to be places to get unstuck. Now they just have it where they work before. This is a big one. People felt embarrassed. Well some reps feel embarrassed, some don't rest feel embarrassed asking questions and now they feel equipped to do it independently. This is what we hear over and over again these stories. Okay, this is summary. I'm gonna get a little bit in the show and tell I'll stop for Q&As and then I might do some show and tells before that so I know what to show and tell. But here's the new normal. In my opinion. The world needs. I'm a big need here. Like if you call it like I'm, I'm evangelizing this. Yes. Like I believe this and I understand everybody does. Maybe the first time you're hearing it. New World needs a new mindset which is non product pro product and a new tool set that is not product focused but product focus. I don't need ClickUp telling me to do something. I need a product where I can actually make something and have people and curate and get people to adopt. Product. And so this is just going in there.

Product.

I've said this before. Product manager. Adoption Intro. Adoption requires a new way to equip people to point a new tool set for Indian users. And here's the results. You'll get fewer interruptions, fewer repetitive questions. You can't get angry. You can't get angry at people asking you the same question over and over again. Because that's just the world we live in. It's just a result of what we do. And so let's change. And so you get rid of repetitive questions, less resistance to change because you're not changing as much. Higher process adoption. And you finally can get that coveted, coveted ROI on any software implementation. So we're being focused on HubSpot, but this is, this is technically any piece of software. Okay, I'll stop here. I'm gonna do some show and tell after this. What does it look like before? There may be Q&As to go through for the next couple minutes, people.

Put your questions in the Q A if you have them. We only have four right now, Matt, but they have been upvoted so I will just start feeding them to you right now. And if other people have questions, hop on in and give them to us. How would you define success in adoption, especially for our non techie users?

Here's how often done this for adoption is and we're thinking through this and building a product called Zero Boards. But the idea is there's two ways adoption is done. Way number one is you have any high specific actions. When you think what are the things I need to check you? And you hear this like zero. Like, like zero boards I call them. It is. Here is the. On a dashboard. Here's everything that needs to be done every single day, every single week and every single month. And then you can check if they're done or if they're not done and it gives a good indication it's indicative of adoption. Number two is ask People if they like the CRM. Hey, do you like this process? I think it's so. I don't, I don't really believe guys, it's another one. I'm not a big believer. Let me give example. I'm putting an analogy here. Put it in marketing. I don't track any and D knows it. I don't track any marketing attribution ever. None. Zero. I don't know how to say it, like zero. What do I track? I track qualitative responses. When people say, I asked them, why did you show up here? You know what they actually say often. Matt, I watched your how to be a HubSpot admin 3 years ago and if I did attribution, it would be fundamentally wrong. In the same way, when we talk about product adoption, you're going to have these indicatives that you can show, hey, all the process is being followed. But if you do not ask people ongoing questions like, hey, do you like this? You will not know. And you can't expect them to tell you proactively. That's bad product management. So those two ways, qualitative and quantitative. Cool.

This might be the same question again. If you feel like you've answered it, we can move on to the next one. But adding on to that question, how do we measure it and ensure adoption is happening? Measurement could be needed to get leadership on a new approach to HubSpot.

I'll say this again, I'll give a different take on this, just more practical, more tactical. Having done this is the way to think about getting. First off, you have to have top down. I was like, I have a whole nother thing called the Revop Manifesto that I did a long time ago that talks a little bit about how you get adoption through people. And one of them is pick your dashboards that you'll run the company from. And if the dashboard's wrong, then the person that has the data is wrong and the top says that and it goes down. The other way of getting adoption is to say, ask someone, what do you do daily? What do you do weekly? What do you do monthly? And then start at I will help you do what you do daily faster and quicker. I hope you do what you do weekly faster and quicker and build dashboards for daily, weekly, monthly. And that will help you get adoption and go up and you will effectuate change that way. Cool.

Our mutual friend Shadab wants to know the top three use cases. Super uses super to drive. To drive adoption.

Okay, I'll give you. I'll give you one now. So on the bottom right I have this presentation. You'll see on the bottom right there's a big. There's a big. Well, it's big. A small pink well, magenta as Kyle says. But I like hot pink. Hot pink button on the, on the bottom right. It's on PowerPoint right here. And if I. This, this sounds weird, but I'm like, man, I can never remember. I can literally never remember people's meeting links. And I have to give them out all the time. All the time. And so what do you have to do? Traditionally you have to like go to HubSpot. You gotta find it. We, we made this thing just called meeting links and I just get everybody's mean links here and I have the like tablet actually go to it. I know that sounds weird but like it saves so much time. So much time. Number one. Number two is we use this a lot internally for our updates. I mean updates is we have, you know, see this? I'm like all these things not completely completed. So I have this Rocketeer admin of the year that I'm supposed to post about and it has, it like takes over my full screen, but it's right here and it says, hey, reshare this post action. Do it at this time. Details link to page post. And I actually have her post and I come here. This is so freaking useful now. Like, like, you'll see, like, you'll see that. That is awesome. Like, like. And that will take over my screen. So if I. And she has these, she has like I think admin hug meetup. I'm going to talk about the admin hug meetups tomorrow, but it's not going to trigger until tomorrow and it'll pop up on my screen. Take over the screen. That's so that's number two. Number three is I will. I have this. We. I can't show it because there's actual real data in here for like CRMs. But we, we. We do a. I'm trying to think how best to show it. We. So we run our entire CS company or CS company. We run all our CS and our, and our, our, our. Our clients inside of HubSpot. And we have different stages they're in. And each stages corresponds to a specific score. And. And you'd be. I can never remember what score means. Like I don't remember. Like, you know, like we have a 1 to 100 and like what does 73 mean versus 40? It's all relative. And so we have like what. How we calculate. We have our calculations there and you'll be crazy how often I just look at those calculations so often. Just be in here. Like you see this deal amount like you'll have here. It'll be like there'll be something here telling me what it actually means directly inside the system so I don't have to ask questions. So if I typed in. So that's. Those are top three. There are a bunch of little things that just helped me. I'm gonna do four just because I, I mean, I do sales often still. And one of the things is if you are in a. A still stage. And so this is this error here. This is super on top. And if I am in the. Let's say I do the close one. It'll come up with the close one. Okay. It's just not on this product anyway. This is showing you things you can do, by the way. There you go. This is. I have to go into my actual pipeline, which I don't want to show all the code content there. Okay, go. Next qu.

The next one we have. We have a lot more than four questions now, but most of them are just people wanting to see the product in real time. So I, I think if you want to move over from Q and A to show and tell, now would be a good moment.

Okay, let's. Let's do show and tell. There are. I'm going to our old website because this is the best way to do this for me. I'm g. Think about end user. If you want to see the HubSpot partner version of this, think of. Just think about your backhead as you're going. Anything you see can be replicated and pushed. Like any training you make, anything, even entire HubSpot instances, full portal replication can just be copied and pasted. If we have time, I may go over that. But let's look at this. We talk about guided selling. I'll show you. I'm gonna talk about modern selling. Let's talk about change management. I'll go through these three things as a quick show and tell just for time sakes. So number one, I'm gonna go to. I'm gonna go to here. So we talked about people have to be. This is LinkedIn. And we talked about people have to know who, what, when, where, why all the time. Right? And so traditionally, if I'm sitting on LinkedIn the first time, I don't know, like, hey, Matt, how I might have a question here. I'm like, hey, what. What are the things I should be telling people? What are the events we have ongoing? What is how do I use sales? Now there's all these questions that happen on LinkedIn that are that for me are going to be deeds function that she's thinking about how do I get access to that? How do I think about it? So what you do is we talk about a new way of having documentation. So on the right side you have documentation and this is a content repository of everything we're doing in time. And so you'll see at if I go to home I can now search this. You can see like things I've looked at. Soon I'm like, oh, demo day. I can't remember what demo day is. I know I need to talk to Troy Munson about. Let me look at it and I'll have the full like here's the copy, here's the what? Here's all the information we're doing about demo day is now directly available to me no matter where I am. That's number one. No matter where you are, you have an always accessible, always searchable repository of knowledge that's updated. You can see when it was updated by who it was updated. So you know how to do it. That's number one. Number two is is often there may need to be strategically embedded content. So example would be I need to teach somebody how to use LinkedIn news. And let's pretend my company said hey. D says hey, every week at the top of your bar I'm going to give you the three things you should be talking about and I'm going to put that on the LinkedIn News tab. So here's how Dee would do that. She would copy, she would highlight right click open side create card. I'm going to delete that draft. Hopefully I didn't delete something important. And this must say here is the stuff you need. Let's do bullets. Spell bullets. Thing one, thing two, thing three. And by the way, this can be loom videos, it can be rich text, can be anything. And I'm going to create an embedded trigger on LinkedIn news. I'm going to do create. Now the next time I come first it's here automatically. If I refresh this page, I will now have a little bolt right there. So embedded content they'll say here's the things. Now D would keep this updated and it would be for everybody. And my reps, when they looked at it, they could say here are the three things that you should be thinking about. And this is embedded on LinkedIn. So modern documentation, it is always accessible and strategically added in places you will have questions or you have, or you predict you'll have need of those questions. That's modern documentation. Okay, number two, I think this is guided selling or guided questions. I may come in here and I'm like man, I don't remember how to. And we talk about guided. How do get guided actions. I don't remember how to schedule a post. Will you please show me what we can do now is inside this I can say I can actually schedule posts. I don't know if I have any how to schedule LinkedIn posts. I'm gonna click here. I don't know if this is new or old, but I'm gonna click guide and I can do get started and it will show me like pictures. I click start, I click this and I have literally right here showing me exactly how to on a picture on how to do that. But number two, if I click guide me it will actually take a tour and tell me where to click on the screen as we go, right? It's going to take a screen, it's going to tell me exactly where to click. That is cool. This is an old one. That's reason not but like it tell me exactly where to click. I can just follow the picture, right? Follow the picture, click as it goes. Mark done. And then it just, it's telling me where to go. Cool, right? And so now this is searchable. It's guided when I need it. And I can put these in the right places. I can even embed these guides directly on page as well. So I'm gonna, I'm gonna stop this so that we're not going through it. So that's the guided version. What's also about guided, we think about how do we do guided actions in HubSpot. This is very specific is you'll see these, we call these process rules. Now what's important about them is they're dynamic and they exist everywhere. What do I mean by that is if I was to say, if I go back and say I've worked with reps a lot and you need to do things immediately and if there's not immediate change when something happens, you must have it. So example of this would be hey, add the amount for this deal. You're like, okay, yeah sure, let me add the amount. Okay, save. I added the amount. I'm like, oh crap, that's a, it's an $8 million deal. This, this thing's single threaded and you need more. You need at least 8 at contacts and you can build in your unique rules that will dynamically tell people what to do next directly inside your CRM. And this can be for notes, these can be for calls, these can be for tasks. It can, it can. It's a complete and tell people back and forth forth. It can go even to. If I have a company and I go to preview, let's see if I have anything here on this company. Yeah. Hey, this partner hasn't been in the outlet. It's fake, right? This part we have, we use this for like product data. This partner hasn't been in the company 14 days. So you'll see we have different process rules everywhere that can allow us to understand exactly what this means. And then you can connect these process rules to cars giving you more. So this guided action on the next best action anywhere inside HubSpot. So there's guided actions. Okay, number two, number three is we'll talk about change management. Now change management, it's really hard to get everyone to do something and you'll send emails, you'll send Slack messages, you'll send all these things and you know, 25 of the people do it and you can't track it. So how do we get a better adoption of the new process? Say we put out a new sales. So if we go to the back end of super, you'll notice I haven't gone to the back end of super at all. Right. I'm gonna go to the back end of super now and I'm gonna make a an update. I'm gonna make this bigger so I can actually see this stuff. Okay. I'm create update so these updates you can create. This is how these doing it. It's going to be your super duper awesome thingy sent by Matt and I might put a video in but I'm not gonna put a video in right now. I'm gonna say yeah, I'll put some kind of picture in. Let's pick. Oh, this is. We're dropping a in app. We have a song called in app bling let's drop. But you can pick banner pop up, model modal. You can send it if you have. If you have partners directly to partners. I can say I want all users or specific groups and we, we only want me because I want to send this to everybody. You can restrict it to domain. So I could say only show up when you're on the contact record of HubSpot. Right. You can like nest different updates when people go to places and control how long they go. I'm going to publish this now the next time I let's go over here and I refresh this page. I'm gonna get hit with my hotline bling telling me, hey Matt, you have this thing and you can connect it to a card and say, hey, do this. And that is what I'm being sent in. And you can now and I can even check if I go back to the. Go back. I completed it. Go back and refresh this. What did I call that by the way? Hot lang bling. Oh, thingy. I think I call it thingy. Yeah, I can do analytics. I can even say that who did it and when they did it. So you actually see and they do notifications based on this. So there's three different ways and there's a lot more to super than what I just showed you. But you think you now have this tool set that allows you to create a product across multiple applications and often processes go across to allow you to get adoption in a way that feels very natural, very accessible and allows you to duplicate and replicate yourself in more and more places through modern documentation, through guided selling and through change management. Okay, that's my end of my show and tell. Unless we're more cool. Yeah.

So friends, there were a lot of questions in the Q A before the show and tell and I don't really have a good way of cleaning those out. So how about we hang out in the chat for a minute and if there are questions you have now that you've seen it, follow up questions or clarification you need just let us know in the chat. I think that's probably the best way to organize this in the last nine minutes. We have how do sales managers use this tool for analytics?

It's a good question. I will let me show you. I'm going to re present so then it'll be helpful to answer that question. So sales managers need to do a couple of things. They need to know are people doing the right process at the right time. They process enforcement. And so there is three ways we address this today. We have an analytics portion of at this right here for us and we can see which cars are viewed, which ones are engaged. We can see what searches are happening and if they actually have click throughs. And so this is messed up. We do promos in here. But you can have search terms and what they what like are they working? You have full like do we have everybody inside this? We have a bunch of weird stuff. We have. We have clients in and you can see are people actually using the guides. They go through the whole portion. So you can see at an individual level are the assets. I Have being effective. The next evolution we that's coming from. From super is our intention is taking these process rules and being able to do zero boards. And so these would say, hey, how many people have violated or not doing this specific thing? And be able to send notifications to people that haven't. And that would then have a sales management board. And that's how we're going to address that so you can get closer and closer to adoption and have more ideas. Cool.

He wants to know how long does it typically take to set this up?

I'm gonna answer the question a different way because, like, when I hear people say, like, how long does it take to set up anything? Is the best way to eat an elephant is to take one bite at a time. And so if I'm, if I. If you're starting, you have nothing documented and you're just starting. Where do you start? You start with the first question you get and you start building. Because as easy as if I'm over, if I'm on my HubSpot. So when I ask a question, I copy and paste the question. I go to create guide. I'm like, okay, let me show people how to actually log how to create a note. I know it sounds, but I can go notes, create note, type thing, create note. And I'm going to guide, right? And so now I'm going to say, this is called how to create a note create guide. Now if I did that, this thing will actually show me. You go to notes, you go to create notes, you type something and you create note. So it's like as people ask you questions, rather than just doing a loom or getting a call with them, create the guide, send it to them and say, do that. And over time, you start to create what you need to have your process. Now you'll eventually get ahead, but this will allow you to get the breathing room to stop putting out fires, stop being not just tactical and be strategic. Cool.

That seems to be the question I would. The thing I would like to ask on behalf of everyone is if folks want to connect with you, if they want to find you out on the Internet. Where. Where do you hang out?

I hang out exclusively on LinkedIn. So if you type in Matt, Matt, Bullion or Super, then you. You get there. You will eventually find me. Cool. Any.

Any PSAs for folks going to inbound next week?

Yes, we. I can guess I can share. So we have this. We had this idea. Let's do the list of a giant party thing. We have. We have something called admin. Central that we created. If it goes to a D, let's see. It was taking a little time to reroute it this morning. Anyway, we have something called Admin Central. There are. The intent was to have is like one of the largest ecosystem events and it's an event within an event and we have crazy things happening. So besides Kyle and something like having some hugs and us meeting there, there is like semi permanent tattoos. So if you're like me and you don't have any tattoos, you can get one without any regrets. We have free coffee and free cookies. We have lip sync contest. We have like fifty thousand dollar giveaway. We have events where you can like learn about abm. Stuart Balcom's coming there talking stuff. There's all these things that we'll be putting together for us to learn together as admins pushing the ecosystem forward. Number two is we have an after party on the, on the 19th on Thursday where we're having lots of fun and I have, I've made some, some songs that we can play to and we can dance to. It'll be fun. Cool.

Well, thanks so much for being here, Matt. Thanks everyone for coming. I, I think we got through it. I'm, I'm not, I don't think I missed it. Any questions? Hold me, hold me accountable everyone if I did. But Matt, thank you so much everyone. Thank you so much. Those of you who are going to Inbound, I'll see you next week at Inbound. Those of you who are not, we will not have our typical online Tuesday next week, but we'll have lots of things to share with you the Tuesday after that. And I hope you all enjoy the rest of this week. Bye.

See you all at Inbound everybody. Bye guys.

Sam.