Matt and his team help B2B companies build predictable pipelines through systematic, repeatable, and scalable processes that drive qualified growth in the months and quarters to come. While some marketing firms fall behind in their own marketing efforts as a result of “the shoemakers’ children have no shoes” effect, Matt is clever enough to know when to turn attention to building his own pipeline.
I hope you find inspiration from this recent interview with Matt to learn more about what makes him tick, how he approaches work, and what excites him about the year to come.
What is your biggest priority for the next 12 months?
Ironically, it’s continuing to hone our own sales & marketing machine, as well. I’m happy with the go-to-market approach we have, now to scale profitably we need to continue accelerating our own pipeline development efforts.
You wrote a book about social selling in 2012 when the strategy was in its infancy. How have you seen social selling change over the past six years and what do you expect in the next 3 – 5 years?
Thankfully for most companies, we’ve seen social selling mature to the point where we just call it “selling.” Social channels are critical digital sellers today, but we have to remember that they are still just tools in the toolbox.
We recently ran an ABM-focused survey and were surprised by some of the results, namely that only a third of respondents used ABM for customer retention. What are your thoughts on ABM and how organizations can use it?
Targeted enterprise marketing isn’t new. The idea that marketing is more tightly integrated with sales throughout the buying journey, and that you are coordinating that journey amongst the internal decision-makers and influencers, that’s where you get the complexity and nuance that is ABM. Not only do we still see few companies doing that level of complexity, your survey results are right that very few think about ABM as a means of increasing their book of business with high-value customers.
Technology continues to advance the marketing and sales disciplines; where do you see the balance between people and technology?
Technology is not your strategy. Technology enables your strategy. I don’t see this as a balance between people and technology per se, but rather the right balance between good strategy and automation to support strategy’s scale and efficiency.
You know B2B marketing inside and out. What do you consider the best or worst sales and marketing advancements of the past 10 years?
Best: APIs that can truly integrate marketing tools, advanced reporting technology that can do weighted attribution on complex buying journeys
Worst: Lead follow-up sequences (not all of them, but some are truly awful)
What trend is most exciting to you?
The move towards managing marketing performance vs just campaign and “send” measurement is really exciting to me.
What’s your business mantra/code?
I have two that I really try to focus on:
1. Life is short, work with people you enjoy
2. Be excited to go to work, and proud of yourself when you head home
What are your favorite sources for business, marketing and sales information?
I read a lot – books, blogs, newsletters. I have a highly and constantly curated set of blogs from sales, marketing, productivity, and business experts – people like Anthony Iannarino, David Brock, Jay Baer, Craig Rosenberg, Tom Peters, and others.
Your firm runs quarterly CMO Roundtables. We noticed the most recent one talked about topics that are close to Televerde’s heart, namely sales and marketing alignment and the importance of marketing having a revenue goal. What is the most surprising take away you’ve seen from these Roundtables over the past 12 – 24 months?
That we’re all struggling with the same challenges, and that nobody has it all figured out. B2B sales & marketing is HARD and not getting easier. It’s why these roundtables have been so critical and so valuable, giving operational marketing leaders a place to share, to learn and sometimes to commiserate as well.
You recently posted on LinkedIn that you recommend a physical change of scenery to get over writer’s blog or a project hurdle. Where’s your favorite place to work that’s not your typical office?
Airplanes. Seriously, I can put my noise-canceling headphones on and crank.
You’ve restored a 150-year-old house for you and your family. Are there any parallels between the restoration process and the sales/marketing process?
You’re never done improving. People ask me all the time how the remodel is going. We finished the “big” work two years ago, but with a house that old you’re always working to make things better. The same goes for your sales & marketing proce