554: The Cost of Inconsistent Marketing Collateral w/ David Kerr

ABOUT THIS EPISODE

In this episode we talk to David Kerr, CEO at Octiv.

Are you struggling to come up withoriginal content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out ofcontent ideas again. Learn more at sweetfish MEDIACOM. You're listening to the BETBgrowth show, a podcast dedicated to helping betb executives achieve explosive growth. Whetheryou're looking for techniques and strategies or tools and resources, you've come to theright place. I'm James Carberry and I'm Jonathan Green. Let's get into theshow. Welcome back to the BB growth show. We are here today withDavid Kerr. He is the CEO at octave. David, how you doingtoday, James? I'm great, having a great day. I'm looking forwardto chatting with you today. Day We we're going to be talking about consistencyin our marketing, particularly internal documents is as well as external documents, andthis is a very great new other topic...

...that we haven't talked about before,and so I'm excited to talk about the impact that it can have on thebusiness whenever you don't do this right and obviously when you when you do itright, the the positive impact that it can have. Before we do that, I'd love to give a little bit of context for our listeners. Canyou explain what you and your team are up to over there at octave?Absolutely. First of all, thanks, James, for having me on preshape the B tob growth podcast. Listened to several of your episodes and I'malways impressed by by the folks you have on and the types of things youshare. Thanks octive just very straightforward. We help sales teams at some ofthe largest companies in the world create, share, sign and store documents,and these documents typically are going to be around sales proposals, they can bearound sales presentations or they can be around contracts. So that oftentimes leads usto bleed into legal and compliance and a couple of these other areas. Sowe're automating these document workflows and we integrate...

...with a variety of back end systemso with CRM, with CPQ, with ARP or a whole variety of othersystems that help inform and shape these documents to ensure that they're the right righttype of document at the right place for that salesperson and then ultimately for theprospect or for the customer club. It all right, they would. So, yeah, as we were talking offline, we mentioned that. As we're talkingabout this idea, I think I think we're going to spend the firstpart of this of our chat talking about is the consistency of your internal marketing. Talk to us about why this is something that people need to be payingattention to. Sure. So we work with, as I mentioned, anumber of large enter price customers, some of that fortune hundred, some ofthe fortune ten end, and I was struck. I never thought this wasthat meaningful part of what we did. I always thought it was around timesavings and these types of things for salespeople, and I was struck by this fortuneten company that they came to us...

...and you would think that they wouldhave everybody in lockstep with their logo and their brand that's been around for yearsand years and years. And they had actually attached a financial number to theinconsistency and their branding when they had team sending out proposals that might be fortens of thousands or it might be for tens of millions of dollars and acrossthe globe they had inconsistency and how they branded their proposals, their contracts andtheir documents and they had put a number on it that ran into the millions, while in how that impacted their brand and how people perceive it. Sowhen you think about, you know, the large notable brands, whether itbe Amazon or Netflix or Cocacola, you think about how well those companies protectthose brands, it's it was really shocking to me to hear that this numberon the simple proposals really impacted their brand, in the value of their brand,in their hearts, and so obviously octave being a solution that can thatcan help you ensure that you're staying consistent,...

...you know, with those pieces ofcollateral other other pieces of advice that you would have that could help peoplemake sure that they keep that stuff consistent. Well, yeah, and again Iwas mentioning some of the top brands that we think of in the worldand you think about some of the most notable ones now, the Amazons,the goobers and others. I mean everything from when you walk in their officedoor to the logo on the iphone or on your Google phone or whatever itmight be. There they're very intent on keeping that branding consistent in the wholereason is because there's a look of field, there's a culture to it and soforth and so again, octave is focused on the the sales side ofthings, but we quickly recognize with our type of solution how supporting that brandand helping support that brand consistency just goes along with that entire flow of theexperience. So as a prospect or as an end customer, you feel like, from the first time you've been contacted by the company to the time theyclose the business, to the time you're...

...on boarded and then you begin touse their solution, that that brand is consistent the entire way along because youassociate some type of reputation with that brand. All right, and so in talkingabout Ao, we we're talking about this offline. David, you hadmentioned a lot of time, within amount of dollars that are spent on marketingcollateral, you found that a lot of that collateral gets largely unused. Youknow, sales teams just get comfortable using collateral that they've, you know,been accustomed to sending. Talk to us about the problem and then how wecan about making sure that that that doesn't happen moving forward. Sure, Ithink a couple things. So one just an example and then I'll then I'llcome back to the broader question as well. I was on the leadership team atat Angie's list for a number of years, or first period of time, and had a lot of sales people. In the sales people were responsible fora more transactional type of sale,...

...and so they're selling to service providers, they're selling the plumbers and electricians and painters and folks like that. Andon the sales team I was always struck by it would take one person fifteenminutes to create a proposal and they might use the old logo because that's whatthey had in their presentation, and another person might take forty five minutes butthey might use the new logo because they're they're seeing what marketing's doing and they'rethey're going out and accessing it and availing themselves of it, and so Iwas always struck by the inconsistency of that. Brandon for a company that really promotedits brand. Well, we wanted to get it, you know,all the way through the sales team from that perspective. But the other thingthat it gave me insight into was how much time and effort, energy,money and resources marketing teams go to to create first call decks, to createcollater materials, to create case studies and to make sure that they're all brandedappropriately. And on sales people revert to their comfort zone. What is itthat they've got on their laptop when they're on the plane that they can pullup real rapidly and just attached to an...

...email or that is always work forthem. So they're not going to use the new marketing things have been used, and so you just find a lot of this almost like a rogue nature, and it's it's not necessarily the fault of the sales people. It's becausethey haven't had the two tools to maintain and drive that consistency. Got It, and so obviously having those tools in place is going to mitigate, youknow, that issue from happening. I can you talk to us about alittle bit gray neiler, into you know how a tool like octave actually helpssolve that problem? Sure, yeah, you know, obviously I want topromote and be proud of octave, but just kind of trying to be alittle bit more generic here. As you look across the sales text sac andyou think about whether it's dialing solutions, or you think about account based marketingsolutions, or you think about other types of solutions like octave, that mightbe presentation software and so forth. A lot of it is built around drivingthat consistency in messaging and carrying that brand...

...through. And so what companies wewould encourage sales operations people to do, sales leaders to do and marketing leadersto do? Obviously there's always a discourse around the alignment between sales and marketing, that they're never totally sinked in alignment. We think marketing tech as well assales tech can help drive that alignment because it makes it easier, itmakes it simpler, it makes it just, you know, essentially the click ofa button when you're using these types of sales technologies to drive that consistentmessaging, to drive that consistent branding. But you've got to make sure thatyou're driving adoption and you're getting buy in in alignment across both both that salesin that marketing team. I'm happy to you know if you want to doa follow up there, but I'm happy to get a little more granular interms of how this works as well, if that's helpful. Yeah, yeah, I would love that. Sure. So most companies now mission critical softwarefor them is going to be crm. We're seeing more and more mission criticalsoftware being configure price quoting software or even then content management type of solution.So typically you're going to see marketers pull...

...their materials together and they're going toput them into some type of repository and and they're going to hope, whichis not usually a good strategy, but they're going to hold. People willgo to that repository or they will pull up the latest type of collateral materialor pull up the latest logo or style guide for that matter, for theirproposal to make sure they're using the right font and the right color and thesetypes of things. Octave as well, as you know, competitors and othersimilar types of solutions. What they will do is they will integrate with sales, sports, still integrate with dynamics or whatever whatever crm you might have,and it allows marketing to have an impact on it. What templates are used. So what logos are going to come up? What background might be onthat proposal? What Font, what color, all those kinds of things that you'rematching that entire style guy again seems simple, but having that consistent thatconsistent flow in that consistency makes a huge...

...impact in terms of that buying experience. I'm hearing more and more people talk about the need to have to makesure that every element of the customers, you know, buying experience is isexcellent, and so that's that's obviously a key part of it. This lastpoint that I want to talk to you about, David, is you hadmentioned offline this idea of having a feedback loop in place to make sure that, you know, to kind of reiterate all that, all the things we'vejust talked about, that there's not being a lot of collateral created that's goingunused, that things are consistent across the board. Can you talk to usabout, you know, what that feedback loop can look like to ensure thatthat the stuff is happening? So one of the most impactful ones to octivefew years ago was actually an investor that came to us. We were wewere looking to raise some money as a as a venture backed technology company,and you go out and you talk to number these different companies and you makeyour pitch and so forth. Well,...

...in the middle of doing that,a wellknown venture fun from La contacted us and said we've got three or fourother portfolio companies that just keep raving about that. They've been on the receivingend of these documents that are simple to use, they're clean, they've gotthe branding of the people selling to them on it, and it turns outthey were octave documents that their portfolio companies were signing deals with other companies thatwere selling to them, and it was having that consistency in terms of stylistically, how the solution works, the seamless nature of it that caught the eyeof this investor, which then they subsequently invested in us. That's that's ata very kind of high level. But in terms of that overall feedback loop, there's all kinds of signals that can occur with this type of solution.So when we have salespeople send a sales proposal out, we know immediately,when the prospect is open, that what they've looked at. Did they spendtime on the video portion of the proposal, on the use cases or case studiesthat they look go right to pricing...

...and then you get notifications the entireway along on that feedback loop that that only helps the salesperson know when toengage, did they? They Ford the document onto compliance or to legal orto finance. So it gives the salesperson a number of notifications. But thenalso, when you think about marketing, if they've created all kinds of videocontent going into proposal that's never looked at, it never viewed and never form perhapsit's not the right material to have, but as if a use case,gets a lot of attention. So those types of signals can help informhow you how you put your materials together going forward. That makes a lotof sense. I love the idea of being able to track. Hey,if we're so, if we're spending all these resources putting in videos that aren'tbeing looked at, then we should we should really look at at swapping thatout with content that's actually going to be looked at. Makes Perfect Sense.David, this has been a fantastic conversation. It's been super helpful for me.If there's somebody listening to this they want to die deeper on this orthey want to learn more about octave,...

...what's the best way for them togo about staying connected with you and also learning more about octave? Sure,first of all, it's octave, OCT IV, Oct IV, so youcan go to octavecom linkedin. You can just find us an octave. Twitteris octave, ink I ANDC. We're on facebook, we're on Instagram aswell, and then folks are welcome to reach out to me as well atLinkedin. David Kerk, are are awesome day. Will thank you so muchfor your time today. This is been fantastic, so I really appreciate itgreat. Thanks so much, James. If you're a BEDB marketer, wewant to feature you on sites like the Huffington post social media examiner and chiefmarketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to feel the content we write forreally popular websites. So head over to sweet fish Mediacom slash questions and signup today. Thank you so much for listening. Until next done.

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