592: 3 Ways to Scale and Differentiate Your Business w/ John Rounseville

ABOUT THIS EPISODE

In this episode we talk to John Rounseville, Co-Founder at Saxa Solutions.

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 outof content ideas again. Learn more at sweet fish Mediacom. You're listening tothe be tob growth show, a podcast dedicated to helping be to be executivesachieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the B tob growth show. Today we are joined by John Roundsville. John is the cofounder at saxa solutions. John, welcome to the show. Thanks for having me. I'm arecent and frequent listener. You know, it's just it always tickles me whenwe get to actually feature, you know, our listeners on the show. You know because, honestly, we...

...are, we're generating content for ourlisteners. So our listeners are the ones that are also, you know,bringing their own expertise to the show. It's just it's just just fantastic contentcreation. John, today we are going to be talking about I think,something very cool. How to scale and differentiate your business. You know,we have a lot of listeners that are in it can be find themselves invery noisy space. Is So this is a topic that is frequently top ofmind and I want to get into it. But before we do, obviously Johntell us a little about sacks of solutions and what you and your teamare up to these days. Yes, so we are a healthcare and lifesciences business process consultant. So we consult to healthcare providers, medical device companies, biotech companies on sales and service process any kind of business processes they have. We are also partnered with sales force. So what we do is we aswe provide sales forces the platform and move those companies onto the sales forceplatform. So that's what we consult around.

Yeah, and you had mentioned thatyou just you just got back from from dream force just last last week. Yeah, Dream Force. It was so yeah, speaking of noisy it'sdrink forces. Is the the annual conference. I think it's might be the largestbusiness conference out there. Two hundred thousand people congregating in the city ofSan Francisco, basically crowding everyone else out. So yeah, we just get backfrom their really interesting stuff going on but also, you know, reallydifficult to plant your flag as well. Yeah, I know what it's goingyeah, you know, and as it's a perfect transition to you know,talking about I mean you're over there with two hundred thousand plus p well,I mean it's a it's a huge conference, but you've got a lot of peopletrying to scale. They've gotten a lot of people trying to differentiate theirbusiness. So those sort of the the genesis, the inception of this topictoday. So, Johnny, why do...

...you why don't you take it away? I think we're going to be kind of starting with content, but Idon't want to step on your toe. So so where are we starting today? Yeah, so, so, just to just to back up a bit, in the sales force ecosystem and with with any sort of platform like that, be at Google or Amazon web services or or even Microsoft platforms, thereare just huge ecosystems out there. So one of the issues that we hadwhen we started about two years ago was how do we differentiate ourselves from theother consulting partners in the space? So, you know, it's one thing tobe Jack of all trades, master of none, and some partners goat it that way. Some consulting partners actually pick a vertical, healthcare andlife sciences happens to be the one that we picked, and then some partnersactually go ahead and pick a platform or or a cloud to really work in. We actually chose healthcare and life science as we had a couple of differentoptions. We had some expertise and in...

...energy. Keep in mind two yearsago the price of oil was literally putting companies and countries and bankruptcy. Sowe also had expertise in hospitality, but we thought that was a bit toonarrow. We had a good amount of expertise in healthcare and we're actually basedin the Boston area, so it's a really nice nexus of healthcare providers,lots of hospitals, there's lots of technology companies, there's lots of biotech here, and then there's also a lot of cash. There's a lot of capitalhere for investments. So, having that expertise, we decided to you know, when we did first start it was okay. Well, you can't reallyturn your nose up at pieces of business that are coming in the door andyou know that that's what happened. You take what you can and you wantto you want to start making some money as soon as you can. Butas about six months and we started to get more and more healthcare deals comingin the door, and then my partner...

...and I decided to make it theyou know, decided to pick a lane, as it were. We said,okay, we have all this business coming in, let's realign our messagingand align our marketing specifically towards this healthcare space. So we literally did aone hundred and eighty on our website. We changed all the messaging on ourwebsite. We really focused on that healthcare and life sciences market and away wewent. And you know, it's not a small world, right. It'svery specific to this area, but healthcare is a huge industry across the countryand across the world and you know, I don't want to say it's recessionproof, because nothing is, but you know, people need healthcare, peopleneed medical devices and with the aging population it's just a necessity and it's agap that we like to fill. Yeah, and and so you've found yourself sortof specializing in this area. But and like you said, I meanit can be noisy. So you know, we've kind of got three different topics, three different areas that we're going...

...to touch on when it comes tookay, now you've found yourself in in this area, in this vertical whateverit is. You know what, then, can our listeners do? Well,we were fortunate because sales force is the platform that we work in andthey have a very strong partner program so you know, for example, salesforce sells you the licenses in the platform for their product, but you needa partner to get stood up on it right. You need to really customizeit towards your business functions and a lot of platforms are like this. Right. So we actually had really good relationships within that partner ecosystem. I knewa lot of the account executives and they trusted us with their business. So, you know, they have a thousand account executives out there running around selling. If you can get your message to ten of them, Hey, here'swho we are and here's what we do, who they can bring you into deals, and they're very good deals because...

...they're about halfway done, their customeris interested. It's not like you're walking into the door of a prospect andsaying hey, you know from stoop to nuts trying to take them through thesales cycle. There are already halfway through the sale cycle and it's a prettywarm handoff and if you get a referral from a partner platform then that's halfthe battle. You know are win rate within the channel is about fifty percentof all deals that come through. So that was a really good starting pointfor us. But again, you know it can only take you so farand the risk is, you know, what if a couple of the projectsthat you start off go wrong? Well, word gets around it. Thankfully thathasn't happened at all. We've done a pretty good job and done agreat job for our clients. But it can happen right a deal goes southward, gets around within that partner channel and all of a sudden, you know, those account executives aren't giving you any more deals. Secondly, you gota staff really quick because you know they...

...sell the licenses and we have tojump in within two to three weeks to start the project because they don't wantto be paying for licenses that are just sitting on the shelf. They wantto get up and running as soon as possible. So part of the dealis they sell the licenses. We have to get going as quickly as possible. That can be a problem when you're scaling right if you have three orfour people, and we're we've grown beyond that now, thankfully. But inorder to be able to meet the demands of the client, you need tobe able to get on that project as quickly as possible, and that makesit really difficult to scale. MMM. Do you have any pieces of advicethen, when you're when you're talking about this idea of, you know,scaling quickly and and aggressively? Yeah, what we did was, you know, one of the the ideas we had was to start up an outbound salesteam. So what that outbound team is enabled us to do is extend thatpipeline forward six to eight months so we can see what our staffing needs aregoing to be to be able to hit the demand for those projects, andit's been great. It's old school.

It's, you know, literally lead, getting leadlests into the hands of our sales people. We use sales force. We drink the Koul aid for that, for moving the deals through the pipeline. But it's dialing, it's leaving voice mails, it's it's emailing asfollow up, and people sort of say cold calling is dead. I'm hereto say it's actually pretty much alive and well, we've had really good successwith it, because what happens is is, you know, you catch you makesixty calls in a day. You may catch two or three people orfour people in a week that have just walked out of a meeting with theirboss that says is we're having issues with our forecast, we need visibility toour business. Go find crm that that can help us out here, andor they're about to walk into a meeting with their boss, who they knowis going to ask what's the deal with the crm project going on right now? Where are we with it? And...

...if you catch them at the righttime, you could have that conversation and that conversation then moves into another conversationabout our capabilities and then soon enough you're in a conversation about scope and whatthey need to do, and then all of a sudden we're talking about astatement of work and then all of a sudden we're talking about a project plan. So you can see how that outbound sales cycle can really feed that pipeline. You know, over time with that, with some some real targeted dials andreal targeted messaging. Yeah, and you know it does have a certainold school feel to it and the people that have said, you know,the calling is dead. You know it's maybe it's because it's not as easilyscalable. You know, you can't send out tenzero goal calls at once andyou know the processes is a little bit slower. But, like you said, you know there are still positive results to be had if you're willing toput in the time and the effort and...

...continue to cultivate those relationships exactly.And the other piece of it is content, right. So we have good contentcreation going on, talking about our customers stories, what we've done forour customers in the past, what some use cases are for using the platformin this manner. What are some other use cases? How to providers usesales force, because you got to remember it's a really different industry. Healthcareproviders are a different business model than you know, regular old manufacturers or professionalservices company. So if we could get real specific content about referral management orintake management and how we helped the healthcare provider improve their referrals or improve theirtheir outbound activities to dial into providers to increase those referrals and then we cangenerate that content, get that into our outbound team's hand, put it onthe website as well, but get it into our outbound team's hands for proofsources and say hey, you know,...

I wanted to have a conversation aboutthis. Here's a quick blog post about how we helped another healthcare provider orhow we helped another medical device company. Here you go. That really getsgood traction with our clients, improves our subject matter expertise and really gives USindustry expertise. It also feeds the channel, right. So if I can getthat content into the hands of, you know, a hundred sales forceaccount executives who want to help their clients and want to get content into theirhands because they want to stay top of mine with their prospects and with theircustomers, that amplifies our message right. It's it's almost geometric versus, youknow, one person emailing on my team. We have, you know, fiftypeople emailing on their team into fifty different clients. So you know,and we've seen proof that that's working for us. It's we're starting to seesome business come in through that channel because...

...of that. It also keeps UStop of mind for the channel as well. Hey, these guys are healthcare andlife sciences subject matter experts and I'm going to use them on my nextdeal. Yeah, and I think this was this is one of the media'spoints that I was excited for us to make on today's episode, is thatyou've got this content and then you've mentioned you know this this content is fuelingyour you know, website for any inbound leads, your your then giving thisto outbound sales and preparing them with this content. And then, and thirdly, you're also strategically using it with whatever partner channels you might have. SoI mean, you can be it's just just being deliberate about we've got thisresource, we've got this content, how do we most strategically use it toyou again, help differentiate our business from from the rest of the back yougot it. That's exactly how it goes. Well, John, I think ithas been some tremendous content and you know, if any of our listenersare interested in following up either about today's...

...topic, which I think is apowerful topic, or they want to learn more about saxa solutions or they maybethey just want to connect with you professionally. What's the best way for them togo about doing that? They can visit Saxa Solutionscom and message me throughthere, or they can send me an email directly, John at Saxa Solutionscom. That's JH. Well, I just wanted to say again, you know, it's just a testament to the the power of this show and how fortunatewe've been to get to connect with, you know, industry leaders such asyourself, and so strongly encourage any of our listeners who are interested to definitelyfollow up. And John, thanks again so much for your time. Asa pleasure having you on the show today. Excellent. Thank you, Jonathan.If you're a BEDB marketer, we want to feature you on sites likethe Huffington post social media examiner and chief marketer. Every week we send thata question related to be to be marketing. We use the responses to those questionsto feel the content we write for...

...really popular websites. So head overto sweet fish Mediacom questions and sign up today. Thank you so much forlistening. Until next time,.

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