Welcome and Introduction

SPEAKER_01 0:46

Welcome to the show. I'm the founder of Sales Exchange, an architect of the Sales Exchange operating system. I kind of like architect of certain things that go wrong here at the moment. But never mind, never mind. Great that you joined me today. I'm going to kind of get straight into it because there's kind of different ways of approaching this, but this week, I'm not going to go heavy on the slides, although there will be some towards the end of the show. But let me start by saying that all this technology is great, not just this technology that we use to do streaming, but it's it's brilliant. I love it, and it's absolutely great. But the point is, it's got to not just infer there's an ROI, but it's got to prove that there is one. And so without that kind of the FAB, the feature attribute benefit, what it is, what it does, what it means to my business, to your business, the seller can take a walk. And that's the premise of these live shows. I mean, we've seen and monitored a problem and then built a solution to fit, which I'll touch on, I'll I'll go through a bit later. But but today's show is about saying, well, and understanding that your marketing department is probably telling you how great the product is. And for CEOs, this is this is music to it to their ears. Seeing their product in light's great. Reading what the advert says, it looks so engaging and cool and intelligent. But you've got to beware. It's supposed to. It's your company. You're the one who keeps paying the bills, yeah, and paying the uh maintaining that marketing budget. And really, I mean, that's that's why I would say that that's kind of marketing and SaaS budgets are typically always out of control with most businesses. Yet you're still not selling. So why is that? So well that we see it as the problem is, and it's not it's not um it's I suppose it's not the the nicest way of presenting it, but nobody cares. Nobody cares about your product, they don't care about your service, how cool the marketing is, what it looks like. CEOs like you and I, and buyers, only care about themselves, and rightly so, because you've got that acronym acronym, Wiffem, yeah, W I I F M, what's in it for me? And if there is a genuine benefit, then just then they might be interested in having a look, but definitely not up for buying anything. So you've got to kind of think, well, how many times has have you heard marketing say, well, we just need this add-on? Got to make sure we get your message out there, and then when the quarterly sales kickoff comes around, all the salespeople are sitting there under a cloud. Because marketing have been giving it the big one, telling everyone, hey, you know, look, we did a great job last quarter. But these these salespeople here, I mean, they they're the ones that let everyone down. And in a way, it's like the salespeople are none the wiser, and that's I mean, that's how I see it, just none the wiser. I've got that in there. Um, they're none the wiser because they don't know what the processes are, and so they end up just having to agree with everyone else. I mean the CEOs, CFOs think are being kind of cajoled or coerced into thinking the same same way in a way, and so the salespeople think, well, it must be us. And they end up leaving leaving that meeting, leaving that sales kickoff, feeling like crap. But the reality, actual reality, is no one's joining up the dots. Why should they? I mean, at the end of the day, Martec have gotten away with this for a couple of decades. So they're not going to own up to anything. And that's the and that's the kind of problem that we got here. And so you look at the um the the attention process that we all adhere to, you know, first it's a a split-second look, then it's a few seconds, then it's a bit longer, which then turns into minutes to download to meetings and hopefully to a sale. So it's no it's never ever ever been any different for decades. But listening to marketing, they're telling you to keep on and keeping on. But but what exactly are you keeping on? And I could say this fairly accurately that virtually every B2B marketer has either been taught formally up to degree level or sim qualification level, trained in-house, or they've picked it up as they went along. And every one of them for the past 20 years has been executing consumer marketing strategies and tactics and using the software designed for consumers, for consumer businesses, and B2B CEOs have never been any the wiser, and that's why your approach is identical to your competition. Everyone uses the same software, the same approach, but B2Bs get worse results than B2Cs because we as B2Bs haven't followed through as the consumer industry has. So keeping on, keeping on, it's got a very different connotation, and it's kind of more along the lines of you keep doing what you've always done, you'll get what you've always got. Hang on. So as we know in the in the consumer world, if you see something, you see it, you like it, you buy it, and repeat. But in business, B2Bs, it doesn't matter what it looks like, it's irrelevant. It's probably going to sit on a server anyway. So you won't be looking at it for a start. So there is no C like buy along the lines of, but I would say it's along the lines of our problem is getting out of hand and we'd better do something about it. So everything about business buying is different, yet most B2B marketers think buyers behave, I don't know, like they're buying trainers. You know, looking at branding, looking at brand relevance. It's identical to B2C, because like I said before. And the marketers are gatekeeping or gating content simply to harvest email addresses. So your prospects get presented with a form and a demand almost like a payment for their contact details. And that's before they can even read what you're offering, let alone I don't know, have a conversation. And this is what um initially, if you're on if you know how it came about, how it prompted the design and build of marketing automation platforms to collate email addresses by distributing free PDFs so you could build email lists. And we all know now, especially B2Bs, um written content is actually more of a ruse to get people to fill out the forms so the BDRs could bring them up to get a discovery appointment. The trouble is, most marketing people don't know the questions salespeople actually ask to align the product to the pain, and so you know the promotional content is I don't know, it's either vague or it's AI written now, or it's just thin. Or even it's non-existent, you don't even do that and just rely on BDRs and SDRs to do the cold calling. So there's a problem, been a problem for a long time, and um, I would say uh pretty much all along, most B2B companies think they have a pipeline problem, which would seem to make sense, but they don't. They've got a visibility problem. So for nearly, I don't know, 20 years, B2B sales have been built on a very simple idea. Capture the lead, score the lead, chase the lead. And if we're honest, virtually every CEO knows it's not working. I mean, if if it ever did in the first place, I mean come on. Because the buyers never changed. We, or they, whatever, don't fill out online forms. They don't want to speak to salespeople, they don't want to be tracked or chased or qualified. They, we CEOs, want to stay anonymous, we want to self-educate, and we'll only engage when we're ready. And that's what you do, that's what I do all the time. So here's the problem. If the buyer stays anonymous, how do you know what's actually happening in your market? So over the past few months, we've been running a live model, not a theory model, but a live model where we broadcast content at scale, make everything open access. So no forms and no gating or anything like that, no friction, no friction, zero. And then we've been observing what happens. And and here's the interesting thing: we're seeing the same people come back hours later and downloading different assets, different documents. So we can see that they're learning at their own pace without ever identifying themselves, which means for us and potentially for you, but for the first time in a B2B environment, we can start to see decisions forming before they become leads. So if you think about the kind of the typical CRM marketing automation, lead scoring and so on, they only show activity after someone has been identified, typically by mapping up mapping out their IP address and their email. So we're looking at what happens before that lead scoring moment, and that changes everything. Because instead of asking who should be cool, you can start asking, well, what's what's the market actually doing? And when you can see that, don't need to chase anyone, you just observe it, just look at it, watch it happen, understand it, and then you can align to it. So we're we're we're now able to we can break this down now to understand what's happening in B2B buying behavior. And we can see obviously we can see now what's stopping other systems from seeing the same thing, and so it's also like how a broadcast-driven model starts to reveal the behavior in a way that is kind of a it's it's measurable and scalable and commercially, genuinely commercially useful. So it's it's changing, yeah. So most most B2Bs, and and we did it as well in the first place, most B2B companies think that revenue is something that you react to. It comes in, you look back, try and explain what happened. But that's because the entire system is built on the best way to call it is like lagging indicators, so pipeline, leads, conversions, all of it tells you what's already happened, not what's about to happen. And we've what we've been looking at really is something different, very different. So you kind of when you move to this broadcast selling model, making all your content open access and monitor everything, and I mean everything, so that's every social media post and the associated impressions, reactions, comments, PDF downloads from those posts, website visits, live shows, and from going to the live shows, you've got videos, clips, shorts, podcasts, and any downloads and visits that come from that content, because they're all they're separate to the first lot. So then you can you actually start to see the behavior long, long, long, long, long, long time before any revenue appears. I'll show you in a minute how we set it up, but but that's I suppose this is where it gets really interesting because instead of seeing isolated clicks or downloads, you start to see patterns. People watching, people coming back hours later, engage, kind of consuming, if you want the best way to put it, is consuming multiple assets, spending more time engaging across different formats as well, but still not identifying themselves. They don't have to fill out forms, but we can see they are clearly learning and evaluating. And what that creates for the first time in a B2B environment is a a visible layer of activity that sits months, months ahead of revenue. So you might see an increase in watch time and downloads in, say, I don't know, month one or two or whatever, and a bit dig a kind of deeper engagement a bit later and repeat behaviour a month three or four, whatever. And then only only then does the business start to flow in. Now it could be month four, five, six, seven, it doesn't matter. So the the relationship changes. Activity doesn't follow revenue, revenue follows the activity, but with a lag. And once you can see that lag consistently, you're not guessing anymore. You're observing demand. And you're observing that demand forming in your market in real time. And you don't need to know who the buyer is, and that's that's the shift. So instead of asking how many leads do we generate this month, you're asking, what's the um what's the market doing? And what will that turn into in three to six months' time? And you can answer that. That's it's really special. I mean, and so you you move you you move from reactive reporting into something that's I don't know, much, much, much, much more powerful, which is the ability to anticipate revenue before it arrives. So we're not there to chase demand anymore, which is which is what was going on. We have to be there to create visibility, to observe this behavior and align to what the market is already doing. And when you do that consistently over time, what you end up with is something B2B has never ever had before, which is a way of forecasting revenue based upon real observable behavior and not assumptions. I mean it's it's a big shift. And so, I mean, I just kind of kind of want to pause here for a second, just to a moment, because I want to I want to say that it's quite easy to think I'm talking about AI or some some kind of new SaaS product or something like that, but I'm not. We've we've built a new B2B operating system to replace, and the only way to describe it is to democratize existing sales and marketing operations. And so for the for the technical people out there, I just want to kind of touch on it. It's a Python script um orchestration-driven foundation with an AI operational layer, and it's 95% local and web server-based. The AI bit's kind of for admin and and so on. And the server bit speaks into what a lot of businesses are looking to do at the moment, excuse me, which is to repatriate software so you're not paying out for more SaaS. So you own these platforms. But here's the kind of the important thing. When people do think about AI, they think it's simply going to improve sales, yeah, and improve that whole sales and marketing stack. Um, like, I don't know, better emails, better automation, better CRM, even better dashboards. They could do, but that's not what's happening at all. The architecture of B2B itself is being changed. And this is where it gets kind of really for us, I mean, massively interesting. You know, Andresine Horowitz, a A16Z. Um, they're like a the tier one top-end um uh my button's stopped. They're there they're uh a top VC over in the States, and they're openly talking about it. About this this operational um this operational layer. So they're saying that um that they see that um this is the beginning of kind of the collapse of traditional CRM structures. And so you've got this kind of a um emergence of of orchestration layers and multimodal, or should I say, like multiple systems of record, so the AI native workflows, and I mean that the most important thing here is conversational operating environments. And what struck me was um that it wasn't the AI hype bit, it was the fact that while they were publicly talking about this on their podcast and so on, we'd already spent years building out this operational infrastructure ourselves, but not obviously, not because we were chasing AI or anything like that, but because we were starting from a very different question or standpoint. We started with the buyer. So that's it's that's a critical point. So I even I mean I mentioned last week that the um the the genuine currency in B2B is the appointment. No appointment, no so. You cannot sell anything if you if you're not talking to a prospect. So you've got to have the appointment. But to get there, how do how do B2B buyers actually buy? And once you ask that honestly, how how do they buy? And you start to realise, well, actually, you you've got a problem here because um B2Bs, I've got to stop here a second because you know I was telling you about these buttons. Sometimes they work, sometimes stream decks, and sometimes they work and sometimes they don't. So the thing is you've got to understand how buy buyers buy and and not and what is that lead up? How does how do we we every salesperson in the world knows what the the the lead up to the appointment is? You just gotta wait until they're ready. And the the the problem is is that we want to um self-serve, self-educate, remain anonymous because that's how we do it. And so, you know, the these these systems are just kind of watching and just looking to um I don't know why it's happening. I just going backwards and forwards and it doesn't want to work. It does work now. Anyway, I mean it's and the reason the reason I I use these these prompter things is because it's very easy to go off down a tangent, it's very easy to um not make the point that you want to make, and you don't want to ramble. I mean, that's that's critical, you don't want to ramble, and so it's important that you know that it's all about using the right technologies and so on. But the bottom line is, is any any CEO, me, you, whoever, we will avoid forms. Um and in our own time, quick drink. In our own time, we will shortlist a vendor. Long before we speak to anyone in sales. Because that's how it is. Everybody knows that's how it is. But still, I mean, most businesses are still operating at like an infrastructure, and everybody knows you know it, around marketing qualified leads, funnels, SDR, BDR activity, that kind of thing. And of course the attribution models, but which is there for the benefit of marketing and no one else. You've got campaign automation, CRM, and so on. And the result is kind of an enormous operational complexity with, and you could say, a surprisingly consistent poor outcome. Because we know it doesn't work. So the past few years, um, we've what we've been doing is building what's I suppose it's now been described as B2B operating systems. Um, so it's not a sales tool, it's not an AI wrap or anything like that, and it's certainly not an outbound marketing automation platform, but it's an operational infrastructure layer for B2B commercial operations. So the this this um operating system is is something that um it's kind of something to you you you you need to get your head around because I was saying earlier about you know everybody uses this the the same systems every B2B uses a B2C related technology SaaS and services related products to drive marketing. But it doesn't work we know everyone knows we all know it doesn't work because if you look at the the um the scale or rather the numbers of businesses that go have gone bust or go bust every year, the statistics that relate to them has never changed. So, like I said before, you know, do what you've always done, get what you've always got, and that's what's been happening for the past 20 years, especially since marketing automation came out. And so you've look at these continuous systems that that can provide this continuous exposure. And if that's the if that's the case, what it enables you to do is to um maintain this exposure for social media and banner. Um having something that provides you with repetition, the the the repetition that is required. That's critical. Not none of these one-offs. And so you you you so we've put this this mechanism in place and it it fits into certain modules. So you have a look at this. Um, these are the different modules. So you've got the course, we'll come on to that in a second, but you've got these different modules that provide these different elements. That's what makes up B2B, a B2B infrastructure to generate sales. I'll come back to this in a second. And so the the the exposure is exposure via social media, email, and banners, which drives traffic to um streaming, live streaming, like this, like you see on on YouTube, like you'll see anywhere else, whether you've got people sitting and talking to each other or you've got solo people presenting like this, however you want to do it, or it can be across um nationwide or across continents and have people stream to um on one show. But that streaming is there to build the trust because you want people to get to know like and trust you. And then you've got the uh the next phase of it is an AI-assisted sales process um orchestration, um, which basically includes um, I suppose, AI visibility from the first appointment, um, for first appointment discovery to the research to quote um to the slide deck to comparison, culminating in total revenue visibility on your pipeline. Then we've got cradle to grave telemetry. So we're not just talking about Google Analytics, we're talking about everything I mentioned before. So measuring everything from that first impression that you've put out on social media to a download, to referencing the final quoted figure on the proposal documentation. So it's referenced, it's measured and trackable, delivering a level of analytics, or it should really say telemetry, never never seen, never experienced before in B2B sales. But it doesn't actually stop there because we have something what's called operational memory, which is a big deal when it comes to AI. So you're not constantly prompting and asking it to do something. You're pointing AI to your content, to your data, or whatever you want it to know, and assist your business with. So it means you can have multiple large language models. I mean, we use both ChatGPT and Claude for different things. Um I mean, for example, Claude's got different, certain different native connectors to that which GPT doesn't have, basically. So this enables this what we call like centralized knowledge and and and centralized knowledge access, you could say, for the entire teams, everyone, giving you this multimodal kind of context analysis. You can blend any data that you want. But more importantly, you can begin to see what external factors uh are affecting your market. So you know, like you see tracking on Forex or trading platforms, and you see different clips that the economy has affected share prices and so on, you see them going up and down. You see the same behavior for your total addressable market, just your total addressable market, because they're the ones you're messaging, they're the ones you're speaking to. No one else don't need to bother bother about anybody else's. And I mean, and finally, really, because of ChatGPT's new real-time voice that they've just launched, we've got this, and I'll say this kind of slow slowly, it's got we've got conversational interrogation of the entire business itself. So you ask ChatGPT a question about the business because it's it's it's visible and connected, and this is where things get really interesting. Because I think that we're we're kind of moving towards a business world where the the infrastructure of the businesses themselves become queryable. Say, for example, just just for example, hypothetically, an investor asks a difficult question in a meeting, like, I've got no, uh you know I've got these written down. So what happened to what's what's happening with pipeline velocity? What's the CAC by acquisition source? What's the relationship between engagement and conversion? What operational bottlenecks are there affecting onboarding? Um, or what's the the annual recurring revenue full-time equivalent, efficiency by department? Firstly, everyone's eyes are gonna glaze over, and that bead of sweat would just would just appear above the the GTM team's eyebrows, yeah, the brows. And someone would say, Um uh uh uh I'll have to get back to you on that. They'd be frantically checking a dashboard, trying to speak to finance and speak to RevOps and build out some report and come back three days later. But what happens when the organization itself becomes conversational, conversationally interrogatable? It's where the the telemetry and financial modelling and operational workflows, um, documentation, all that sales intelligence and the content systems and all that organizational memory I mentioned are all connected together through an AI layer. So what happens is at that point in the meeting, when the question gets asked, the founder doesn't need to pretend to know everything, just says, I don't know, ask the system. I mean, I know it does sound a bit kind of go back to 2001 and HAL or any kind of um sci-fi, but serious, it's not fantasy. The technology stack exists, is there real-time voice, orchestration frameworks, big query, multimodal AI, and conversational interfaces. All these pieces are here, they they're they're they're functional, but just most businesses haven't assembled them yet, just haven't put them together. And this is the key, the real kind of key point to any B2B CEO or investor making a difference. I think the the next generation of B2B companies, they won't operate like traditional sales and marketing departments. I see them operating more like media companies with telemetry systems, um, with orchestration layers and AI native operational environments. And that's that's definitely the shift that we're heading to. And whether we're right or wrong commercially over time, um, I I don't think the um I don't think the direction of you could say travel is going to be reversible. Not anymore anyway. And I think this is one of really this this is one of the most important um one of the most important things businesses and investors need to understand about AI and the and the kind of the operational yeah, the operational infrastructure is that a large percentage of operational jobs exist because existing systems are disconnected, workflows are fragmented, organizational communication is inefficient. So in effect, people became the connectors, they were the connectors between the systems that never properly communicated with each other. So over time, businesses accumulated layers of coordination because departments became siloed, and we know we all know that, and reporting was manual, and that knowledge became trapped, and these workflows that kind of needed this human intervention all the time. At the end of the day, CRM CRM systems just became an administrative overhead instead of operational intelligence. So, because of all of that, companies hired coordinators, SDR managers, the SDR managers, the RevOps workflow admin, admin, sorry, and reporting teams and internal communication layers simply to keep the organization aligned. So you could say, in effect, humans became the middleware between these disconnected systems, and that is exactly what directly impacts annual current revenue full-time equivalent performance because ARR FTE isn't just a sales metric, it reflects operational architecture efficiency, workflow efficiency, coordination overhead, and a system integration, maturity, and organizational friction. So most businesses are running at like an average of 80 to 90 gram per person per annum. ARR, FTE. Yeah, it goes up when you've got more stuff and more staff, but but but also when it's bigger, then so's the debt. And this is where the real kind of AI conversation I suppose why the real AI conversation isn't it's not about reducing headcount. It's about native orchestration, reducing organizational friction because the goal isn't about replacing humans with bots, the goal is removing that unnecessary coordination layer and reducing duplicated effort and collapsing kind of ops or operational latency, improving visibility and increasing execution across the whole of the business. And that's how foundational operating systems structurally improve annual current revenue, the full-time equivalent. And this is why the idea of having a queryable business becomes so important. Because once the telemetry, um, the workflows of documentation and and all that orchestration becomes interconnected conversationally, the organization just requires just fewer people simply because the machine aligned it all. And all of that, as we know, getting to that point, that becomes a board-level conversation about the future kind of operations and architecture of the business itself. So um, you know, we look at look we look at what we've got here, and I think that um I need to stop this a second because there's a delay, there's a bit of a delay in a lag, so you can see the you can see it spinning anyway. Um but we've got to look at systems that will replace B2B marketing. And the important element or point of these shows um and the content that we put out is to demonstrate what we advocate, which is to communicate what we passionately believe in and to explain the background, I suppose, of the outworking of that. So, you know, I said that everything I suppose everything that I said states that we as buyers work and function as as we always have. I mean, we don't we don't, you know, we we we're never gonna chase anybody out, we're never gonna cold call anyone, because I I don't need or want anybody doing that to me. It's as simple as that. If I think it makes sense, I'll do whatever is um necessary in my time, not anybody else's. But the the the point really here is is to explain what this is about, what this this whole um process is about in terms of um see it's doesn't so it doesn't want to stop. Looks like I've got a a techie problem here, probably just a another turn it off, close the windows down and reboot it. But it does but the bottom line is that we've we we've built a platform, we've built a system, and the the point of the system is to deliver what businesses need. You know, if you've been around, if you've been doing it for any length of time, um you know that uh you're gonna have to bear with me on this because you know when you think you've got everything working and it it seems like everything's working and um you think you've got everything's sussed and you're hoping that it's all gonna work, but it does we have a system the system is has been constructed in a way that is meaningful to the end result of the business. You're in business to generate revenue, but you're not a social service, and because of that everything has to be driven or or be culminating in revenue, and so we have a um if I turn this off, you can see that there's a delay, and I don't know why there's a delay. I just have to bear with me on it. It'll come good in the end. So we have a we we we have a structure and and and those those three things um three those those five things that we have with the course at the top and the other five, they all interconnect, and it starts off with what we call SX reach. And reach is the methodology and info infrastructure that communicates to your total addressable market, enabling them to stay anonymous, and so that's social media output and um banner adverts that are pushed out. We do it, does include email, and so therefore you do know who they are, but the the the point is that you're able to maintain a level of visibility, consistent visibility that you never had before, because every single thing is tracked back to your telemetry within the telemetry, so you can analyse everything. As you may well have seen with our information that we put out, we promote the live show every week. So we have uh people who understand who what who we are, what we do, and that they can get to know like and trust if we hope, not like and trust, um, every week because we're live every week. The information is then used, and and you could say we exploit that because from every live show we convert it to podcast of videos, a full video to clips to shorts, and our overall exposure is a 30, we get about 30,000 um views with visual, visible to 30,000 people a month. So from that, once that live show happen, once that information goes out, the live show happens, here we are. And we can say there's a link in the description. Um, if you want to uh get in touch with us and begin a uh the initial discovery call. And that's all orchestrated by by our prospects, by the people that want that want to speak to us. And it's really important, it's really important that it's it's you're not trying to drag someone kicking and streaming and screaming into a a discovery call. Once that discovery call is completed, the system then compiles the research on the company and the person that's organized it, compiles the slide deck, compiles the proposal, and does a comparison between the information and data that was was provided by the prospect who booked the call in the first place and your costs. And that's delivered to the salesperson within within minutes really of that meeting being booked, and that's where AI, parts of parts of AI come into it. So the the level of engagement that you're able to achieve, and the scale that you're able to achieve, is absolutely unprecedented. And once that salesperson has completed that call, completed that meeting, not a call, so it would be like this. So once they've completed that that meeting and confirmed the final cost. What happens is it appears it's processed on the on the telemetry, so you can see all of the statistics that it relates to, but more importantly, this. Every single meeting, all of the information that you've got that relates to your exposure, emails, banners, meetings, videos, live streaming, everything that you have, all the visibility that you have says that's how many meetings you had because the meetings are critical, and that's the change in terms of your pipeline at the end of that, whatever whatever period of time you've you've dates, date period you've put on there. And so we're we're moving from a um this attempt at visibility which and and and attribution which says we want to have um as much information going out to our to a number of people as possible. But it's unfortunately, and I say unfortunately, it's rare that um B2Bs are are targeting their entire total addressable market, and in many cases they're not aware of how low cost that can be. That's critical to understand. So because of that, you you you have to change this so that you can you can see what your market's doing, you know what their response is to what you're doing, and it's resulting in those meetings. Because they're able to get to know like and trust you. Live. So it's it's it's it's it's something that's it's very important to um I would say to think about because the the process has changed. You've you've got this analysis of absolutely everything. Um because you you you've we've if I go back to this, we've got the the reach, live and connect. The connect is where um your prospects will organise their own discovery course. We then move to ops because ops is the telemetry, this is understanding what's happening, and that's the fact that that's constantly visible. And and the way for the technical out there, all of the data is harvested, you could say, and put onto BigQuery. And so because it's on BigQuery, you're able to analyse it, um, slice and dice it however you want to see the reaction of your market and how they're engaging with you that results in meetings and then obviously revenue. And finally, there's the hub. Now, the hub is where it becomes interesting in terms of the conversational interrogation of the business, not just by senior leadership, but also employees. So from onboarding to anything else, any question they have, ask the system and it will tell you where it is. Um and and I think that's the that's one of the very much the one of the critical things about this is that we are able to make a shift from the disparate systems that we had before. Um, because yes, we've got whether you've got Salesforce and marketing, whether it's Marketo or HubSpot, Pardot, Eloqua, doesn't matter. There are lots of disparate systems, and it's not the systems that are important, it's the mechanics that deliver what it's what it's supposed to deliver, which is revenue. And businesses have got caught up in this race for more and more SaaS, but it's not delivered anything, it's not delivered what it's what it's required. And and like I said, it democratises sales and marketing, it actually brings them together, it makes them collaborators to generate revenue because nobody's got the upper hand now. The system's doing the exposure. Who gets attribution? You, the CEO, because you just you chose to put it in, because this is happening on a it's automated. Um to get a an understanding of the automation. Did you know that you can put out 20 posts per day on LinkedIn? We know, we do. 600 posts a month, and that's why you're able to see how how your market changes. So it's it it's changed, things have changed. Um, I think that the when when you look at the infrastructure, um, and everything else, especially what I've talked about, there's a lot to process, and I know that. Um, but in addition to what we talk about in terms of media, our our media output and the live streams and videos that we do, we have a uh a training course, and we've designed a training course specifically for go-to-market teams, and it's a a retraining course, not a training course. So we know we know that you know lots of stuff, and we're not teaching anybody to suck eggs, but the way in which B2B marketing needs to be executed must be different because the income and revenue says that every month, every quarter. You know, you don't want this could do better. It it's not happening because it's not, it's being it's misaligned, it's misdirected, it's not, it's not hitting the mark, and every single CEO knows it. And the salespeople are the ones that talk to other CEOs, and marketing people only ever speak to their boss. I have to think about that. So we like I said, we have a um we have a training course, and it's a um let me just turn that off. We have a training course, and the process and so on is is online 30 hours. So it could be done in a week or done in a month. And the the the the seriously, the the significantly important part of it is that we kind of recommend that not only are they required to understand the B2B process, because it's not just you know it's not just about B2C, but that they'll get a certificate to confirm that they've completed it. So then they can fully understand the strategy, but also understand what this operating system will deliver and how it can impact a business. But the most important thing I I say is that we recommend that one person on the board does it first, before anybody else. So you get this understanding before your staff. And and and I think that you know it's all well and good some are saying, Oh, we've got this new thing, we've got this new product, we've got this new um methodology, and historically it was just left to marketing for the past 20 years, plus it's been left to marketing, and now we're saying that actually the CEO needs to know this inside out, and that's why we recommend that you do it first. So, um, but that really kind of brings today to a close. Um, and I think that there are different stages. One is you can read some uh documentation that we have, links are in the description. It's a three-part um GTM reset series that we produced. Um just click on it, there's no no forms, no nothing. Um and take a look at the take a look at the site. And there's also a link, um, I'll put a link in the in the description to the um A16 um article I mentioned earlier, articles that I mentioned earlier. Um because it's it it I suppose when Silicon Valley are going down a path saying, actually these things are changing, we don't need all these disparate SaaS platforms, we need an orchestration mechanism that functions in the way that a business needs it to function, not something that can be shoehorned into a business. And so I think that's that's the most important thing. Um that we're able to say that there are um there's there's light at the end of the tunnel, um, and that the the impact it has is is very significant because it's about generating increasing increased revenue, it's about reducing costs. And I think the the most critical thing is that is the ratios, the ratios of profitability. And if you can uh readdress that in your favor and improve that ratio to profitability, it's it's it's never something just buy this now. It's it should be, could be worth taking a look and investigating this further. And and that's that's my message, just to investigate this further. I mean I I've done this for a long time. I know what was required, and we built it. And so the next phase and stages well, I'm saying that marketing have been getting it wrong for for quite a long time, but your PL bears that out. Probably. So that's it for me. Get involved. Read about it, learn more about it, contact me, call me if you've got any questions, get in touch. Um, because I mean, even and next next week, it's a uh it's it's about reducing the labour energy and not increasing the complexity. And what I'm gonna do next week as well is I'm gonna go through module one in in a lot more detail, and so you can see how this fits together and how it works. So I'm not gonna I'm not gonna say do the whole lot in one in one show. I'm just gonna do one at a time and that that kind of will make a bit more sense and it'll flow a bit better and won't won't take too long. But anyway, that's all for me for today. Let me go back to this. Yes, that works. I'm gonna when I finish up, I'm gonna reboot this again and um I'll be calm about it. But um, but anyway, have a great week. I'll see you next week. Bye for now.

SPEAKER_00 55:53

You have been listening to the GTM Reset Podcast, the audio edition of the Sales Exchange live show. Next step is to explore the model probably. Use the links in the description.