Leverage Your Internal Team to Stay Relevant for your Buyers

Think about who you're selling to, like what the Persona is. I was on the exact target revenue leadership team for a few years and we were selling to marketers. You know, right down the hallway there was a whole marketing team, There was a cmo. And what we would do is every couple of weeks we'd like cmo, we bring him in and we'd ask him those questions, like, what's top of mind? So we had four sets of questions. What's top of mind for you right now? Like, what do you focused on? What's the Number two is how are you measured? All right, number three is to Jen and Sam's point, like, where do you go to get smarter about your role in your business? So what, do you read the Twitter's magazines? What? What is it then? Number four question we would ask is, hey, would you mind showing us your inbox? Right? Like, show us your inbox. What's like white noise? What stands out like a beacon? What messages made you laugh? Which ones did you actually open? Which ones? Didn't you? And then the next week we'd bring in somebody who was doing demand gen or we'd bring in somebody who's doing digital marketing. You, if you're selling to finance, I bet you have finance people, right? If you're selling operations, probably have a couple of those. Are you leveraging what's in your own organization too? And so many companies are like, it's right there. You don't even have to ask your customers. So just a thought there that you probably have a resource sitting right down the hall that you can leverage the crap out of that you probably aren't.

I think this is one of the keys that made us so successful during my time at on 24. Exactly what you said, Todd, right? Our value prop, our emails, everything, literally took this down the hall. Joe Hyland was our CMO at the time. And I'm like, would you open this? Would you respond to this? Do you care about this? And to your point, how are you measured? That person cares about getting promoted, getting a raise, being successful. How is that person measured? How is this team measured? What will success look like for them in a year? To Jen's point also, we're not relevant to our buyers, right? Like, this is the missing link of what so many organizations are going through in their sales emails and their sequences and their demos. It's not relevant to what the buyer actually cares about. So understanding what those things are and being able to tie value is so important. But instead we just send emails that say, this is what we do. They're marketing emails. Do you want to buy? No, I already have something for that.

Yeah, nothing opens your eyes faster than seeing somebody's inbox, too, right? Like, I know, Jen, you've shown yours. And, like, I know in my book, I showed my old one for that. Like, once all of your team looks at an inbox and goes, is that what my message looks like in this? Holy crap, that's horrible. It'll change your life.