Dan Martell - January 18, 2016


The Role of Marketing, Sales & Customer Success

Hosted by
Dan Martell
How To Distribute Startup Equity (The Smart Way) How To Find A Technical Co-Founder

Episode Stats


Length

3 minutes

Words per minute

219.9

Word count

766

Sentence count

42

Harmful content

Misogyny

2

sentences flagged


Summary

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

If you do this right, you will get a growth engine in your business. It's something that I've created in the framework of the framework and thinking about it because many entrepreneurs have challenges, like, where do I focus my time? And when people talk about marketing, sales, and customer success, what are the activities that are different between them? And I've never even heard of customer success? You know, is this something about making sure that my customers are successful using my product?

Transcript

Transcript generated with Whisper (turbo).
Misogyny classifications generated with MilaNLProc/bert-base-uncased-ear-misogyny .
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
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. 0.99
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. 0.99
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.