563: How to Establish a Predictable Revenue Strategy w/ Casey Zanetti

ABOUT THIS EPISODE

In this episode we talk to Casey Zanetti, VP Marketing at InDemand Interpreting.

Wouldn't it be nice to have severalthought leaders in your industry, Kno and love your brand start a podcast,invite your industries thought leaders to be guess on your show and startreaping the benefits of having a network full of industry. influencerslearn more at sweetfish media DOTCOM, Jour. Listening to the B Teb Groth showpodcast dedicated to helping B to B executives, achiev explosive grown,whether you're looking for techniques and strategies, tools and resources.You've come to the right place. I'm Jonathan Green, I'm James Carburry.Let's get it into the show! Welcome back to the beautby growth show.We are here today with Casey Zinnetti. She is the VPF marketing and in demandinterpreting CS. How are you doing today? I'm doing well Igames, I'm I'mexcited to chat with you. Toda KC. We just had had a great conversationoffline and talking about how how you've been able to establish apredictable revenue strategy and- and really you know, creating a pipeline ofopportunities that V have led to forty to fifty percent year over year, growth,which I just think is incredibly impressive, but before we get into that,I I want our listeners. Shou just have a little bit more context about you. Can you tell our listenersjust a little bit about indemand and what you and your team are up to overthere right, so Um indemand interpreting is an organization thatprovides m. it's like scipon steroids in the health care environment, and sowe are a software as a service and our services, medically qualifiedinterpreters, and we help providers have better communications with theirlimited English, proficient or death patients to provide better outcomes, Owonderful. So, as you ere telling me offline case, you said when you firststepped into the organization. They...

...were doing no marketing at that point,so you were really tashed with coming in and building of a marketing enginefrom from nothing. Can you walk us through with that? Look like sure, so Ithink with a lot of start. ups M, they don't have marketing to begin with. Itreally has to do with technology engineers, um sales, and then therebecomes a certain point in their maturity where they need to bring inmarketing, and so it was of course, a marketer's dream to come into ascenario where there wasn't um, really any marketing, and I got to start fromthe ground up and take everything. I'd learned for the past decade, plus and mbuild an ingine to be able to really provide qualified leads to the outsidesales organization so that they would be able to close and win and move intorevenue, and so what I was able to do is I I guess for me when of Tdhetention points between marketing and legeneration was really being able tofollow. Those leads to pruition, and so one of the things that I felt verystrongly about, especially in an enterprise sales scenario, was that theLeeds that were created actually went to the inside sales organization. Thatwould then be able to nurture those leads and pass them along as qualifiedto the outside sales organization. So it was really important to me toactually have inside sales report into marketing n and something else that youy, you said to me, as we were talking off lying cases, T at stuck out. Yousaid just the focus on really understanding the business objectivescoming into it. What what did that process look like for you to determinewhat are the goals? What are what are the objectives that the business as awhole is trying to reach, and then you were Y, you KINDOF reverse engineeredyour o R, your process and the engine...

...you built to map. To that, can you talka bit about that yeah? I think it's really important for marketers tounderstand what the business objectives were and and specifically in thisorganization, it was really about rapid groath, and so what I needed to do wasfigure out how to fill that pipeline with qualified leads as quickly aspossible, and what I really wanted to understand from the marketingperspective is what initiatives were being successful? How were they creating leads? Were theythe right kind of leds? That would actually, you know, flow through thepipeline and closed as deals that we would actually want within theorganiscishion and how to prioritize that ND. So that was number one andthen number two was how d? How did we get those prospects, the informationthey need needed through the pipeline to be able to make purchasing decisions?So, by the time the marketing qualified theds were passed along to inside salesthat they were already pretty warm and prequalified, so that orintic fillorganization is very strategic and M, an very high level they're, not diawing,fravelers they're, really looking to partner and educate. So it's a veryconsultated sale and prepare those qualifiedd leads to pass along to theOuta talls organization and an being able to die a in. So I think one of thereally important things that we did is found a really good grm, as well asmarketing automation that could work together so that we could really keepan eye on the the leadpool and, as they were nurtured in a s they they grew in,were ready and ripe. We could pass those along too m the incidetildoeranization. What were the specific technologies that you decidedto go with here? So we use sales, forse and pub spot Oka so using sales force,as as your crm and a hub spot as you're...

...marketing automation, platform Youretoessentially create educational content that is guiding each one of theseprospects kind of along and then at a certain point that getsthat gets handed over to somebody on the inside sales team so that they canave further the conversation in in a more in depth way. That's right and-and we also do this is another aside- bat. We do what we callthe five tothride process and so the VP of client service management, the VPSsles and I got together and we looked at what is our special sauce as anorganization and who are our target audiences and what's really importantto them, and and by doing that, what we did as we built out a whole strategy,around kind of this consultative sale and growing our weed pool into the kindof client that would really thrive within our organization, and so wereally does that make sense. Thatdoe e. What did that conversation? Look likekind o? What were the y you? You know there' three of the stake holders. Youknow client services yourself and then the VPF sales y. What were thecontributions that each of you made to kind of come out with an outcome that that that you wanted to come out with?Well, I think number one is really identifying our ideal client M, andthat is the size, the persona you know. Initially, we got a lot of small dealsand, and and that was fine, but it really wasn't kind of where we wereheaded or where the industry healthcare was going and which is these largeuhealth systems, and so, if we wanted to keep up h with that, we reallyneeded to look at the entire health system and understand how it operatedand who the players incision making across the whole system were, and bydoing that, we understood what our...

...callpoints were into the healthcare,the environment for the INS sales group and even backing out further formarketing and who we wanted to be marketing to and who had skin in thegame for the success of their language access programs, and so that's sort ofhow we did it doand. So so, going back now to something you said a little bitearlier, casy about inside sales, reporting P to you into marketing talkto us about why that has ended up being a really smart move in your contextright. Well, I think they get a lot of insight. I I mean there are a couple ofreasons. Number one is, I you know early in my career, I I had badexperiences with marketing and inside sales am not being collaborative and aTam, and that that creates a lot of friction and one of my biggestchallenges. I think, as a marketer is trying to close the loop on Um all ofyour initiatives and how those actually manifest in closes deals and ultimately,revenue and so being able to keep that connection between the market andqualified leads that are generated being passed. AINTO inside sales andtheir diligence in following those leads through to you know, qualify themand Passoin them, Ong to the outsade silld organization and then being ableto link that in the Crm, so that you have all the Dita there and you can runreports and you can really look at Um th, where you're having the mostsuccess in where you want to put more energy and where you're not having goodsuccess and where you want to baby, pull back a little bit, and so I think,having inside sals as a partner. There is one of those critical. You know it'skind of the special sauce I think in why we've been able to be so successfuland then they really bridge between marketing and the outside salesorganization, and especially with our...

...consultated salesmodel. It's reallyimportant for them to understand the objectives of their RST and be able todo a smooth transition from the books they've been talking to to the arsty,so that those leads can keep moving down the pyaline and don't get lost.You you'd mentioned something earlier gasy about inside sales kind of priorto them, reporting up to marketing. There was almost this feeling that ifthey took a lead from marketing, then they weren't doing their job if, ifthey didn't source the lead from the beginning that they were somehowinadequate, so once it shifted organizationally and they startedreporting directly to marketing did that change in that they were nowmeasured on both leads that they sourced as well as leads that weresourced for marketing. How? How did that mindset start to shift right? Well,there they have incenties that are built around their self qualified leadsand then also on revenue. At the back end, so they have skin in the game allthe way through the process to ensure you know, solidleads, not reallyanswering your question. I I think that what happens is that when you'repartnerd and when you're all working together, what it creates, this amazingsynergy where marketing is actually getting feedback from inside sales onhow to provide them with better leaves and and inside sales values, marketingbecause they're getting such qualifiede, and so I think at first it was hardbecause I I I me I was met with the same sort of resistance, but once wetried it out and just kind of rolled up our slens and said okay, this is newfor all of us. I believe I believe that this can work and that it will benefiteverybody. Everybody just kind of sucked it up and they went for it and-and our success is perf in the pudding got. I so did that look like have you,as their leader kind of holding them...

...accountable to saying hey. If you turndown a marketing qualified leave, you have to tell us why and then you'retaking that feedback then informs okay. Well, if, if they turnd this down, thenwe're going to adjust what we're doing from a marketing perspective so thatthey don't turn it down, or did it look a little bit different than that itlooks a little different than that. I think that what happens is is thatthey're not wasting their time with leads that don't mean anything they'rewe're waiting until they're, really thyre they're, not just so the way Ithink about it is we have this Leepool and the Lee Pool is nursured bymarketing and by the time of marketing, qualifiedle has bubbled up. It meansthat they're ready to have a real conversation, so it was a matter ofsales informing and of what things needed to happen during that nurturingprocess for them to actually be ready for a conversation, yeah yeah. I thinkthat that's part of it is just who are our targets? What do they need to knowto make a buying decision? How do we educate them to use our product, andwhen I first got here, nobody actually had even heard of video, remoteinterpreting or Vri the market. It was a very new disructive technology, andso part of it was just educating the market about what it was, but becauseit's such a compelling M Roi and provides such efficiencies with theiroperations. It's M, you know once they're educated about it. They wanttohave wore conversations. They they want to be moved down. The pipelines rih Imean, I think part of the benefit I have too is having a great product witha real story and with real benefits for the Nuser, so that makes a bigdifference as well 'cause, if you Wanta, I want to close our interview. You'vebeen able to demonstrate your value as as a marketer Ou k, O Atablishdpipeline full of opportunities that led...

...to forty to fifty percent year overyour growth, so to say that you've demonstrated your value is probably abit of an understatement, but for for the marketers listening to this, maybethey're struggling with. How do I show that? What we're doing over here andmarketing is actually valuable. Do you have any words of advice for thatmarketer? Well, I think ETA is critical. It's not about ragging about the dataabout how I got this number of leads. I got ves it's more. How do you loop thatback to the business and how do you show so? I can go back now and I canshow over the last Um four quarters that every deal that closed wasactually due to efforts of the inside sales or marketing organization, andwhen you can do that and you can demonstrate the value it changes theconversation and so, if someone's feeling like they're not demonstratingtheir value, what would you say is the first step they can take to to go downthe path that you went down. Well, number one understand the businessobjectives um understand who your partners need to be, so youknow it really helps to be on the executive team because Um you, you haveyour foot in the door into a conversation that you know you may notas a director Um, but but definitely having a place af the table. But theway to do that is actually to to prove, like I just talked about, butunderstanding the business partnering with the other VPS So especially fornet new business partnering with e VP. F sales is really really important. Forme, the special sauce was notly, creating marketing leades but owningthe inside sales organization and being able to leverage them in qualifying thelead so that what the initiatives that marketing did actually flowed throughin a very meaningful and purposeble way to the Arstese who closed the business.I think that Structure Works Realy well...

...for us and ultimately being able totrack all of the information through sales force to be able to show whatinitiatives are being successful casy. This has been fantastic. You've shareda ton of valuable insights. There's somebody listening. Maybe they want tostay connected with you or they're they're interested in learning moreabout indemand interpreting of what is the best way for them to go about doingboth of those things well, our the website here is in demand interpretingdotcom, so you can always go on the website or you can look me up I' KesZanetti at Linkdin, so you can look me up on Linkdin happy to talk to you,thankschicken, no problem. At all case. This is this again. This has beenfantastic, so I really appreciate you sharing your time with hus today andexcited Thi Stat, connected B. Great think you so much to ensure that you never miss anepisode of the betbe growth show subscribe to the show in Itunes or yourfavorite pot gass player. This guarantees that every episode will getdelivered directly to your device. If you are someone you know would be anincredible guess for the be to be Grosshel. Email me at Jonathan thatsweetfish media Dotcom, let us know we love connecting wuld bee to beexecutives and we love sharing their wisdom and perspective with ouraudience. Thank you. So much for listening until next time.

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