Revenue Optimization Radio by Upland Altify

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Mastering One Voice A Marketing Fable and Field Guide to Content Operations

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This episode of Revenue Optimization Radio features a new host who will be sharing duties with Patrick Morrissey. Sean Broderick is the Marketing Lead for Upland Software in the Revenue Optimization Business Unit. Sean welcomes co-authors, Toby Murdock and Zoë Randolph. This is a collaborative book about content operations. The evangelist and the writer's strengths really come through in this book. There are so many books out there that make your eyes bleed because they are so boring. This is definitely not one of those books. It allows you to let your guard down and connect with the characters in the fable about Securita. You'll hear about the wall of shame and why you need one.

About the book:

This is a story of overcoming the odds in an age of content chaos. In part one, find out what happens when one fictional-yet-determined marketing team decides it’s time for all the voices at their company to sing in harmony, in one cohesive voice. Follow Nancy, Rebecca, Nigel, and their colleagues as they navigate the challenges of disconnected customer touchpoints, the nightmare of sales-created collateral (shudder), the demands of consistent revenue growth, and the internal change management that will dictate their success—or failure.

In part two, you’ll find a practical field guide for your journey to impactful content operations. Capitalize on the biggest opportunity facing modern marketing teams: To unite revenue teams to speak in one voice across every customer journey and accelerate revenue through content. It’s not easy, but it’s possible. This book will show you the way.

About Sean's guests:

Toby Murdock, General Manager, Upland Software
Toby co-founded Kapost in 2009 and served as CEO through its 2019 acquisition by
Upland Software. When he’s not sharing his vision for the future of marketing. Toby is
biking, hiking, or skiing in Boulder, CO with his wife and three daughters.
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Zoë Randolph, Content Architect, Upland Kapost
Zoë brings her love of writing and business strategy to her work leading strategic
messaging and content creation. When she’s off the clock, Zoë can be found immersed
in a book, talking politics, or agonizing over the mediocrity of Cal Bears athletics.

3 Things To Do About Your Customer Understanding Deficit

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Nicole France joins Patrick Morrissey. She's the VP of Constellation Research. Everyone wants to claim they are a customer-centric, customer-focused, customer-360 company. But we know as consumer and business people that isn't actually the case. Nicole has recently published some research about the insight-driven experience. In order to understand insight-driven design, you need to know the definition. It's the sum of everything you know about your customers, including a clear understanding enabling you to anticipate their needs as it relates to your business relationship with them. You'll want to listen to this episode to gain an edge on your competition, and better serve your customers and prospects.

 

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Upland Altify which is a program on the Funnel Radio Channel.  Upland Altify is the sponsor of Revenue Optimization Radio.

8 Steps for a Great Kick-Off

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In this episode of Revenue Optimization Radio Patrick Morrissey is happy to share the eight steps to a great kick-off. Listen to this episode to get the details and take notes. Here are the eight steps simplified:

  1. Kick-off is not just sales – it’s the whole revenue team
  2. Edutainment – Inspire, educate, entertain
  3. It’s about the customer stupid – Feature your customer and have them on stage
  4. Turn deal reviews into customer journey discussions
  5. Make it interactive – not just talking at people
  6. Kick-off should be part of the training plan and skills building – and it should be in the app
  7. Make sure RKO objectives and training are part of monthly updates and QBRs with measurement/tracking
  8. Ask for feedback – and action it!

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Upland Altify which is a program on the Funnel Radio Channel.  Upland Altify is the sponsor of Revenue Optimization Radio.

How Customer Revenue Optimization Changes the Game for Sales in 2020

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Patrick Morrissey and Paul Roberts have a deep discussion on how customer revenue optimization changes the game for sales in 2020. Some of this episode's highlights include:

  • It’s not just about sales > It’s the entire revenue team
  • The rise of methodology
  • Improved analytics in sales and account planning
  • It’s the relationship stupid
  • Focus on building trust & outcomes

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Upland Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.

The Art of the Possible - Deal Reviews

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Many organizations have rounded the corner, reset territories and are wondering how they can execute more effectively in 2020. How do you make deal reviews part of your cadence? What are the best in class companies doing? What are the approaches you can take strategically to uplevel your entire organization?

How do you orchestrate a deal review that will help the entire team execute more effectively?

Sometimes we miss the foundational elements that bring the team together. We are talking about account and opportunity reviews. There are five component parts in terms of framing the conversation and to really think about upleveling the game for the entire team. Tune in to get your list and action plan.

 

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Upland Altify which is a program on the Funnel Radio Channel.  Upland Altify is the sponsor of Revenue Optimization Radio.

How Did the Revenue Team Get Lost in Translation?

There's a great scene in Bill Murray's Lost in Translation. Scarlett Johanssen asks him, "Why don't you just get out of here?" "Well first, I have to finish my drink, then I have to pay my bill, then I have to get off this barstool...." How do you bring the data together to meet aggressive revenue targets? There's a lot of focus on sales, there's a lot of focus on how do we make the number. Everyone's in the data-driven business. But the big problem is we are all looking at different data, and there's no translation mechanism, there's no filter, and fundamentally, the biggest issue is we really don't understand what the customer wants. 

Detangle this issue with Patrick Morrissey and Paul Roberts. Be ready to take notes.

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Upland Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.

Do you hand off for on-boarding reps, or keep them close to ensure success?

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High performing sales starts with the hiring process and comes to life in the on-boarding process. Every sales leader is looking for ways to improve the onboarding process and make their team more productive, more quickly.

There is no 3-D printer or factory producing the best sales professionals. You need diversity training, an understanding of our pitch, presentations, products, content, and culture. The biggest challenge Craig sees is the participation by sales leaders. They seem to turn the responsibility over to a different set of folks to get the carefully hired person ready to generate revenue. There is a tension between sales leaders handing off people to be onboarded so they can work with the reps already in place. They just hope they'll get the right outcome in the end. The two need to be in alignment.

In this episode, Craig Sawicki, VP of Sales Excellence at Altify, will give his insights and best practice on how to onboard, to certify and turn new hires into active performers more quickly and build for scale.

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.

How to build and develop great sales people and sales leaders.

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Happy 2020 listeners. In this first part of this special highlight episode, Andrew Buckley from Traction on Demand hits on their manager training program and comes back to how they train and build the sales leaders later in the program. In the second half of this show, we hear from Doug Landis from Emergence Capital. He kicks into what successful selling looks like and what you need as well as the role of the revenue team.

About our guests:

Andrew Buckley is an innovative leader with a proven track-record building outstanding go-to market teams that consistently exceed corporate targets. My core belief is that the role of a leader is to drive a culture of success through accountability and the creation of an environment that gets the best out of every member of the team.

Over the last 13 years, Emcap has invested in some of the biggest and brightest SaaS companies on the planet. During this time the team has gathered remarkable insights into the critical steps necessary to build a multi-billion dollar business. Doug Landis is there to help capture, elevate and share this wisdom with the Emcap portfolio companies and the greater SaaS community at large.

As a Growth Partner, his charter is to create a platform to create and share go to market insights and strategies that will help their portfolio companies scale, grow and ultimately become the next billion-dollar SaaS company.

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.

5 Questions to Prioritize Your Sales Enablement Budget for 2020

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Patrick has been noticing trends as he's been traveling in the US and Europe and meeting with sales teams. He says it's promising - especially in big complex B2B organizations. They are over-indexing and planning for better, faster, and more in 2020. His guest for this discussion is OC Talk Radio producer, Paul Roberts. He steps out of his announcer role to dive into this topic with Patrick.

Here are the questions Patrick and Paul tackled. You'll have to listen to the episode for the in-depth answers.

1. How do I know I'm getting any value from what I'm already doing? More deals or better deals.

2. How do I improve investments in my account based market strategy? How do we expand our share? The reality of the subscription economy is that the renewal is as important, if not more important than the new sale. If you're not paying close attention, you are missing the upsell and could be jeopardizing an account through leakage from the bottom of the bucket.

3. Everybody wants to remove friction and eliminate busywork. How do I make a more sucky experience for my sales reps to get in front of our customers? Not really, it's all about getting the process and the playbooks and get the content into SalesForce. Embed the details for them so the reps don't spend their time looking for the right pieces to include. Do it for them. Let them develop the leads, nurture the relationships and close the deal.

4. How do I find bigger deals? How do I expand my revenue team? Bring executive leadership, CSM, Marketing into this plan. How do I develop my team and grow the next level of sales leaders? This leads to personal development questions:  How can I be more of an active listener and not an active talker? What is the business priority for the organization next year and how can I help? This is about active listening. This is a game-changer.

5. Beware the tyranny of short-term thinking. What's our emphasis going to be this year - not the flavor of the month? Talking about in 3-5 year timeframes. Reps and teams need to understand this is not optional. 

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.

ABM – It’s a strategy, not a tool or tactic.

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In this special episode, two of Patrick's previous guests are highlights on the same topic of  ABM – It’s a strategy, not a tool or tactic. The first half features Nipul Chokshi and after the break we'll hear from Paul Ross. We hope you enjoy this episode.

Some points covered include Nipul stating that ultimately, "account-based marketing and B2B marketing are going to be synonymous at some point, because the idea behind account-based marketing is all about, number one, getting aligned with sales around what target accounts you want to go after, and then engaging those target accounts in an omnichannel way using very personalized messaging. Then third, just being able to kind of measure the impact. Not measure the impact in terms of volume of leads but in terms of pipeline generated within your target accounts."

Paul Ross gave his positioning on ABM as well including, "I think a big part of this challenge is, is how much of these platforms and technologies really rely upon you having the right data, and the data at scale? Being a technology marketer, you want to get to the right people at the right time. But at the same time, we're facing equally the reality that most of these systems are really only focused on or suitable for large-scale audiences."

Tune in to hear both of these highlights. The original full episodes are here:

Building an ABM Strategy Using Data and ABM - Complete Bullsh*t or the Key to Sales and Marketing Alignment

 

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Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.