THE INSIGHT

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What’s the one marketing trend that you wholeheartedly disagree with?

Web 3.0 and the metaverse and its effect on b2b marketing.

It’s idiotic to even think that the metaverse or, you know, web 3.0, should be in the lexicon of any true revenue leader right now, in b2b SaaS and or the organisations that I work with. And the question would be why?

One thing that folks don’t ever factor in when it comes to technology is total cost of ownership. So if you’re deploying some type of web 3.0, or Metaverse type environment, the support that you need, not only from a technology perspective, which let’s be honest, most folks don’t have on staff, especially as they scale from seed to series A to Series B, I’d even say small to medium enterprise.

The second is just the what that opens you up to, right? There’s an element in today’s overall environment of privacy, data, and then really just wellbeing of your employees and your customers, right? You know, leading with your brand is more than just the work that you do.

The Metaverse opens you up to all kinds of issues in an online environment.

That’s unregulated, right?

So that I think it’s the second thing and then just the third is, I’m a really big believer in focusing on a few things at one and being really good at that.

So in my personal life, I know you and I were just talking about this with exercise, I you know, I lift weights, and I do cardio, right, but I try to do them as well as possible. Not trying to do pickleball not trying to do you know, basketball. It’s the same thing with the my class and the people I talk with which is founders, co founders CMOS, you know, demand generation leaders.

They’ve all and I’ve been in that position, right? There are so many hats, so many things that you have to worry about. The moment you start broadening that focus to take on and encompass so many different things, is the moment you start losing, in my opinion.

So for a macro trend that I think we heard a lot, you know, before recession talk and before, you know, we saw some of just, you know, the layoffs that are affecting, you know, people in our network, there was more talk of the metaverse and it’s an easy one for me web 3.0 is we got to fix 2.0.

And we’ve got to fix the technology that we have on hand before we even consider

If you could talk to all B2B revenue leaders in the world for 1 minute, what would you say?

Be aware of the technology that you have on hand.

One thing I see just talking to revenue leaders is the disparity and talking to different department that has Zendesk that has a bot that has Outgrow that has Outreach, there is a plague affecting, you know, b2b revenue departments.

And it’s the infiltration of way too much technology.

So one of the first things I counsel anybody that works with shape and scale or myself is just understanding the technology stack, understanding what you’ve got, what you’re paying for, understanding the staff that is really in charge of that, and heading right, where we can, where it makes sense, because I really, truly believe in today’s world of sent out martech solutions, and failed tech solutions, there needs to be or you need to have reign over that in order to truly be able to communicate success, and truly be able to understand and trust the data that you are using.

So you can make predictable decisions that influence revenue.

What’s the most important character trait that helps you succeed in your career? Why?

It’s resiliency.

Look, I grew up in a environment that was pretty unstable, you know, for the first 10 or 20 years of my life. And during that time, had a lot of challenges. Right?

For whatever reason, I was able to overcome those. And I did that through honestly grit and resilience and it sounds cliche, but I’ve had a lot of downs in my career.

I mean, as a fellow business owner, you know that every day is something different, right?

You have one win, but you have two losses, and I’ve talked to a lot of you know, different I’ve got a lot of folks in my network. We’re on the same path and as a perfectionist as somebody that expects the best of himself and the people around them.

If you don’t have that resiliency to come back the next day after a big loss or you know, something that you feel like you could have done better, you’re not going to survive.

And I think in sales, marketing, revenue, you know, customer support, service, all that you really need to have resilient to power you through.

Because it’s a very it’s a fast changing industry, a lot of change going on, and it’s it’s really served me well over the course of my career and my life.