Dan Martell - January 18, 2016


The Role of Marketing, Sales & Customer Success


Episode Stats

Length

3 minutes

Words per Minute

219.90431

Word Count

766

Sentence Count

42


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

Transcript

Transcript generated with Whisper (turbo).
00:00:00.000 The role of marketing, sales, and customer success
00:00:02.720 in your business.
00:00:03.380 If you do this right, you will get a growth engine.
00:00:06.440 It's something that I've created in the framework
00:00:08.280 and thinking about it,
00:00:09.320 because many entrepreneurs have challenges.
00:00:11.240 They don't know, like, where do I focus my time?
00:00:13.600 And when people talk about marketing,
00:00:16.000 it sounds kind of like sales,
00:00:17.240 and what's the activities that are different between them?
00:00:19.740 And I've never even heard of customer success.
00:00:22.040 You know, is this something about, like,
00:00:24.160 making sure that my customers are successful
00:00:26.020 using my product?
00:00:27.440 So that's what I want to share with you guys.
00:00:29.060 I really want to talk to you about what is different and unique.
00:00:31.700 When I was building my company, Sphere, I always went through these ups and downs.
00:00:35.480 I don't know if you've ever experienced this in your business where when things are good, things are good.
00:00:39.800 And then all of a sudden they go bad and then you're like, I've got to spend time on marketing.
00:00:42.640 Or I've got to figure out my sales strategy.
00:00:44.220 Or how do I get my current customers to buy more?
00:00:47.040 So that's what I want to talk to you guys about is these three distinct buckets
00:00:50.060 and how do you spend time on each to really get the value that you're looking for.
00:00:54.060 So marketing, to me, marketing, the first part of the engine is called demand generation.
00:00:59.060 It's getting people aware of your business
00:01:01.820 and generating demand.
00:01:03.660 So it's everything from sponsoring little hockey league
00:01:06.640 to running Facebook ads to attending events.
00:01:09.660 It's really just making other people aware of your business,
00:01:13.380 you're offering your services, right?
00:01:15.100 So that, if you look at all the different activities,
00:01:17.800 that's that bucket.
00:01:19.020 And what happens is demand generation feeds into sales.
00:01:22.940 And sales can be online and automated,
00:01:24.800 but it's still a sales.
00:01:25.660 It's taking somebody that's a lead or a prospect
00:01:27.700 and converting that opportunity into a customer.
00:01:30.860 So all the activity around, you know,
00:01:33.540 taking that person through the buying journey
00:01:35.620 and making sure that they either buy or they don't
00:01:37.540 or whatever it is, that is the sales process.
00:01:40.460 I call that sales conversion.
00:01:41.580 That's the second part of the growth engine.
00:01:43.660 The third is customer success.
00:01:47.460 You know, to me it's not about just getting a new customer.
00:01:51.580 It's really to me about turning a customer into a raving fan.
00:01:54.940 Somebody is so passionate about your business
00:01:57.980 that they not only tell people about it,
00:02:00.120 they put them in headlocks
00:02:01.300 and bring them through your front door.
00:02:02.900 And this happens.
00:02:04.140 I don't know if you've ever had
00:02:05.260 such a great customer experience
00:02:06.620 or a great moment in a business
00:02:08.660 that you're like,
00:02:09.240 I gotta have other people experience this.
00:02:11.780 You know, and that is a very focused area of your business
00:02:14.580 that you can think strategically about
00:02:16.140 and build activities around that
00:02:18.180 or tasks or projects to improve that.
00:02:20.740 And that's why I wanted to share with you guys
00:02:21.880 those three specific buckets
00:02:23.260 It's because together, those create the growth engine.
00:02:25.880 You have, again, I'm going to recap,
00:02:27.520 demand generation, or what most people call marketing, right?
00:02:30.560 And that's awareness and demand
00:02:32.180 for your product or services.
00:02:33.640 The second one is sales conversions, or sales.
00:02:36.460 How do you get people that are interested in my business
00:02:38.860 to actually become customers?
00:02:40.300 And once they become customers, it's customer success,
00:02:43.000 which is turning them into raving fans.
00:02:45.440 Really cool strategies is maybe just have a schedule
00:02:47.380 to always call them and thank them for their business.
00:02:49.480 Whoa, crazy idea, right?
00:02:50.780 Or maybe a handwritten note.
00:02:52.440 Again, thanking them for their business
00:02:54.060 or offering some kind of free upgrade like free shipping
00:02:57.420 or some other kind of bonus add-on to their order
00:02:59.640 that they weren't expecting, again,
00:03:01.460 to increase the word of mouth.
00:03:03.040 Those are the three main parts together
00:03:05.060 and those are the specific roles and area of focus
00:03:07.320 you should have so that your business doesn't go like this
00:03:10.020 because you forget to do one.
00:03:11.260 You should always have them on your radar
00:03:12.780 as part of your weekly planning to kind of increase
00:03:15.300 the value in each one of those buckets.
00:03:17.120 That's what I wanna share with you guys.
00:03:18.200 If you know somebody who needs to watch this video,
00:03:19.700 feel free to share the video with them.
00:03:21.480 I would encourage you to subscribe to my channel.
00:03:23.980 And as per usual, I want to challenge you guys
00:03:26.060 to live a bigger business and a bigger life.
00:03:28.120 And I'll see you next Monday.