The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 1 year ago

Setting a Consistent Messaging Strategy


Houston, we have a problem. 

A messaging problem. 

So often, it seems like no matter how well you think you’re doing, sales and marketing are speaking two different languages. It’s like they’re two members of the same team, but from different countries. They might be “technically” headed in the same direction, but how much better would life be if they were speaking the same language? 

On this episode of the Sales Engagement podcast, we sat down with Edvinas Pozniakas - On-Site SEO Te am Lead at NordVPN - for a chat about messaging, consistency, and team alignment. 

Some of the the topics we covered: 

- Why getting alignment between sales and marketing is key

- Why their organization implemented a “smarketing” team and how yours can too

- The challenges they faced in aligning the two teams

- The top 3 books he recommends for ultimate professional development

For more engaging sales conversations, subscribe to The Sales Engagement Podcast on Apple Podcasts , on Spotify , or on our website .

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Welcome to the sales engagement podcast. This podcast is brought you by outreach, the leading sales engagement platform, and they just launched outreach on outreach, the place to learn how outreach well does outreach? Learn how the team follows up with every lead in record time after virtual events and turns them into revenue. You can also see how outreach runs account based plays, manages reps and so much more using their own sales engagement platform. Everything is backed by data pulled from outreach processes and customer base. When you're done, you'll be able to do it as good as they do. Head to outreach dooh on outreach to see what they have going on. Now let's get into today's episode. Good morning everyone, welcome to the sales engagement podcast. This is your host, Caite Lin Kelly, senior sales development manager outreach for the emir region. Today we are going to be focusing on getting the message right in our guests for today is at Vina's book on us, who is head of BB sales over at Nord security at Vitas. Do you want to go ahead and introduce yourself and tell us a little bit about your career path in what you do at Nord Security. Yeah, everyone, my name is again adminess, and at the moment I had of sales at Nord be, the northern be to be parts nor lair. So we renamed recently, only last week, so that's our new name. Yeah, I have my career and I'm working in the sales already, or more than fifteen years in various industries, ID network, telecom, banking and the last free in Sids business. So Yeah, various industries, various in experience is helping me to drive the team and the business fantastic. So what we're super excited to dive into today is getting the message right in the industry. We hear a lot of teams that are really struggling to have the consistency between their PR their marketing in their sales team and how are they keeping that consistent messaging all the way through the sales cycle to closed one? So a Vida's, can you walk us through what this conversation flow looks like for you and your team and how you guys kind of adjusted it along the way? Yeah, so we worked as probably most most of the companies for a while when we started, just the whole team. So most most of the teams were working in a sylums and I think that's that's pretty the common practice and what we noticed that some point that the messaging and the keypis actually okrs that we're using. Usually just don't go through the whole flow and sometimes marketing is talking one language, sales talking other language, and it's...

...very hard when we are looking at the customer from customer perspective and it's very hard to understand like the whole conversation of the company. So that's that was the biggest challenge to what we faced and when we started to talk between the different teams, that we're talking different language. And I think this is what we want to with this new conversion conversation flow. We wanted just to align our message and story throughout the whole flow. When users are looking for the problem, how users are coming to our web page, how they're just what messages in the web page. What then just how it goes to the sales team, what message sales are delivering and what they're talking about. Then just how our product is speaking, what language it delivers, and then just how our account management team is building the value and so on. So just that. We think that's very important and most of the companies are missing that that you need to be consistent throughout up the whole flow, otherwise you can lose a lot of clients because of that not not very good flow. Yeah, I know, definitely. I think that is a struggle, especially about that first touch point, starts with the marketing and the message that you're putting out there. A lot people can struggle with creating a synergy between the marketing and the sales teams to find that consistency with the message. What we're some ways that you guys kind of kicked off this process to really ensure that you guys were aligned all the way through the entire sales cycle. Yeah, so just what we implemented. So just actually it was one of the things that we are kind of thankful for our Xcmo so he created marketing. So even just a good name for this little flow, though it's just sales and marketing combined. So there is no marketing or a sales team, there is marketing team and everybody, and marketing is not only just responsible for mqls, as the sales are not responsible only for squlls. Everybody is a responsible to deliver the results and on board the users, new users to our product. So that that was first thing, just to set up just the main like one team that will be responsible for the whole flow. Then just the second thing probably just what we aligned again as well, so was to create a new indicators to understand what's in this new flow is important to what we need to track and just with what we need to follow up. Then just the guys started...

...just to talk and and traded, just join started just making joint campaigns and supporting materials, planning just together, just in one room, just sales and marking, not just like one doing one and the others are doing their job. Then we were we combined their o Kyrs. So there is no like the separate as. Of course they have some incremental separate ones, but the joy of the big ones are joint ones. And what the last thing what we created as well, just to have that continued, as we created, we add a sales operation unit. So just that operation unit kind of supports the marketing and sales so they can deliver just the the and push the needle throughout just from the marketing just to sells. Just one information. All right, fantastic. So when you guys and went through all of this change and we're kind of inter training all the teams together to make they you know, sounds like you're marketing definitely leans on the sales and the salesans on marketing, so that you are working in ten and here. was there any challenges that you guys faced along the way when you're trying to implement the change? Yeah, probably just it was hard to us for the teams to work together as always, because they were used to work separately, like paid marketing. Yet they just like looking at the Google analytics and they're spending their just money on ass and when when you say now your goal is not just delivered just some some leads or just registrations to the form, but also just to give us a good quality leads, and that's that's your new gold is not just to like to look at the scale, but also just about the quality of those because if they're going to be bad, just to sales will not be able just to close those those leaks. So probably that that shift was hard, as for some of the people tails, of course, as it was hard for them just to give more feedback to the marketing and just talk more with them. So probably just the biggest challenge was a human challenge, as always, just to call proved to build the new team and give new response, to build this in new ownership. Oh, I love that. And when you guys are kind of going through getting in, aligning the teams on getting the right message all the way through, what was like really the impact of this? Did you what was the upside that we saw? After you guys really made sure that you when you implemented smirketing, I'm going to use your language here, once you implemented smirketing, what was the upside that you began to see? You, how are your prospects really responding to this consistency? So probably just I heard just one of your also podcasts with one of your...

...guests twas. You were talking about always be closing and always be learning. So I think just that was that we want just to learn more about about the client all the time. It's not just and just because we have a like an Omni channel solution. So we're users are not going only to the sale but they can also go to self check out and do it themselves. So just that approach that if they're coming to the sales, we want just to guide for and build the Valois for the user and don't matter how they gonna end up our users. So probably that's that's what we learned, just to streamline that flow, because previously, just to we have this like users for going to self check out, they going to sales, they just they get to say different message, they see different flows and it was hard for them and hard for us to understand what is the real flow. So we wanted this to streamline the whole blow and probably that that was also how we want just to push it will be easier for for us to push the message for the user. o a fantastic so you guys were able to kind of separate it out where you had the self surf message, kind of nail down, made it easy for the customer and navigate, and then you had the sale side as well, where your team could then hop on board and make sure that you guys were delivering for the process of so just one simple example. So we had to there's when users came to our website, they had to like Citas, they can just what. They were able just to go straight away to the sales and one just to sign up just and start using the service. What we're doing now is just we're changing and we are leaving only one Citya so they can come into the like our service and then just if needed, they can come, they can apply for demo or just contact with the sale previously. Just why we have just got rid of one of the city ation the in the website, just to streamline just through one one, one gate, and then just we want to separate them like in the lower levels, because when you are separating them in the higher level it's hard just to understand where what they want and sometimes they go in both places. So which how to attribute them in the whole funnel. So this is this help us just to streamline better the whole funnel. Amazing to base one of your experience. You have years and sales leadership here and kind of when you're looking back on it and going through this process, your input. You've already identified there was a gap between the marketing the sales team. So kind of fixed that. The conversation flows there. How has this also transition into the internal message from your team? What does that look like internally from how your teams communicate from the top down? So probably just to one thing is increased...

...ownership. So does everybody just irresponsible for the end result. It's not just like for O, they're like small part, but for and the result. So probably that's one thing. The other second cind is I would mention better understanding what each team is doing and what challenges they have. So it's not just like I'm looking at my part, of my part, but also I'm involved into other things as well. And the third thing is fast reaction and to the feedback from the sales and bark so we can get way faster and everybody is involved into into the process and we don't need just to wait until sales do something and we'll give some report to the marketing so that they can do we have like the constant meetings and feedback meetings in order just to get the feedback faster so we can learn faster and make adjustments and do better. So probably that's those free, free things. I want to just mention what we saw, the improvements. That's you had said. A couple things there like caught my attention. One of them is like learning the challenges or pains that your counterpart teams could be having. Not only is that like a great way to find different solutions and then kind of get the diversity of thought, because what the sales team may come up with is it going to have a different Lens or viewpoint than what the marketing team may come up with and vice versa, which is often to kind of see that collaboration going there as well. If other companies were looking to implements marketing internally, what would this process look like? Are they meeting once a week? How what is the collaboration? How are they kind of rolling this out to really work in tandem with their counterparts? I would say the bend. Just for us it was easier because we have a marketing and sales inside our company, so we're not outsourcing and we have everything in size. So just to shift probably just kind of was easier. So it depends. For others, if they are kind of outsourcing marketing, it might be hard to just to implement that that solutions marketing. To kind of finish, but I would I would say just this. In order to work, this needs to be constant. So this process needs to be like every day, just every week, and you cannot just like have interactions once per month or so. So that needs to be constant talking and constant giving feedbacks and constant planning and shuffling and just doing adjustments just to the whole process. I would recommend just to start doing that and learn by learn by doing. But helped us first of all we draw the whole process in what we want to do in each step. Just we pointed the goals, what we want just to do in each step, like top funnel. Okay, just what? What? What measurements we will have, and then tells how we're going to move a further just to what goals we have in...

...each step, and that helped us just to visualize what we want just to do first of all, and then it's what, what tools, what resources we need just to to have this. Then just, yeah, if you have like people and resources inside, then you probably can move faster with this implementation. If you have something from outside, it can be just longer. But some point you can just through the choose from more variety of people and and skills and resources. So as pros and cones from from both both options. But of course just the manager who will combine those things needs to understand us. Both both barts a little bit are just to Bush everything just move. Okay. So to kind of reiterate for everyone. If they're looking to implements marketing, they would just want to really start with the constant collaboration between the two teams, looking at from like the top of the funnel where the marketing created lead starts, and then really kneeling down the okay ores and the goals all the way through to make sure that all teams are bought into the process. Then from here, you know, have that feedback loop that is just consistent all the way through so that you're constantly evolving it as you guys are kind of driving revenue at the end of the day. Yeah, that's very yeah, that's pretty pretty much. And I would just add one one more thing. Maybe just be at Dat and driven, so just just as much data collected as you can and just make a decisions based on that. Yeah, I think I'm being data driven. Is like one of the biggest maybe like up swings or the positive things that's come on the back end of the covid pandemic and kind of the result of how important having that Clean d add and making decisions based off of it. How would you say this is in influenced our you lead your team leveraging data. Nowadays, compared to you know, a year and a half ago. I don't think we have changed a lot because just our company just makes a lot of like collects a lot of data and we are kind of a cow cultures data driven. So from the beginning when we started, we make a lot of decisions data driven. So we have our own analysts inside our team, just free analysts working only with sales and marketing. So we have plenty of data and we just sometimes give it maybe a little bit more than that. We need to stand and sometimes it's even just through we struggle just to understand and to use all of that, but that definitely helps us to make a good decisions and move forward, and I really recommend everyone just to make that data driven decision, because sometimes assumptions is not what it's really about. The comment doesn't change a lot.

We were just always working like this, but I think for more what we hear just from the market, a lot of companies are moving the data to data driven sales like and implementing SAS blueprints. Are Sales blueprint where you have lead researches as the RS and and accounts executive. So I think it's a good thing that it went that way because I think everyone does got better in this play. Yeah, it's funny that. It's funny that you mentioned a lot of people were making a subject decisions there. Yeah, I think the way that the environment is pacing and how rapidly it's changing, leveraging data to make those decisions that you can keep up with the pace is definitely the way to go. So advt as. With that being said, if you had to recommend one book for the listeners that really had an impact on your professional development, and maybe it does have to be a book, it could be another podcast or something that had a big influence on you. What would that book or PODCAST RECOMMENDATION BE? Actually, I have free probably just books that shape my thinking and mindset. So first one is I liked a lot extreme ownership. I know, if you know, by jocolo willing, it's about this, how the the manager, should just be should have extreme ownership on everything he does or is she does. So that's that's good, just to understand that and that you cannot blame everyone just it's it depends on you what you have done. So it's not just only about the manager, but as a person as well, probably from the business, and this is what I recommend and sometimes to buy sales to read if they especially working it business or Phoenix project. And the third one is, I like the hit refresh by Sati and Adella test about the whole refresh process in Microsoft. So probably that's that's these are the books I like. Of course they're all others that I like and then and are inspiring, but probably those that I can recommend to your listeners. Okay, I love that three of us. So extreme ownership. And then hit refresh. And what was the second one you had mentioned there? It was for the ITA Phoenix Project, the Phoenix project, and it's an old book but it just tells the story just about the bottlenecks and in the whole process and just how one companies one to just do was building the ECOMMERCE in their company and the old way and how they just want to they moved to the clouds environment. But it's just like to understand the whole perspective, especially in the sales where like the bottlenecks and preoritization and when you think about the scale and project management. So it gives a lot of...

...good lessons all the readers to think about. All right, that's really interesting. Also look that one up. I'm definitely you're to learn more about potential bottlenecks and more on product management as well. So, with that being said, thank you so much advance for providing your insight talking about the conversation flow and getting the message right for all of our listeners that they wanted to connect. Where is the best place for them to reach you up? I would say linkedin the moment is the best place to find me. I'm pretty always responding there and the very active by posting all the time. They are just and if everyone wants, someone wants to talk about more about this topic, welcome. Just to find me there and and well, I think we'll be a will just to share more experience about this blow. All right, fantastic. Well, you heard it here first. Reach out to Ed Venas on Linkedin and thanks so much for joining today. Have a great afternoon everyone. This was another episode of the sales engagement podcast. To help this get in front of more eyes and ears, please leave us a shining five star review. Join US at sales engagementcom for new episodes. Resources in the book on sales engagement to get the most out of your sales engagement strategy make sure to check out outreach. That ioh the leading sales engagement platform. See you on the next episode.

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