The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 1 year ago

A CMO’s Top Three Lessons Learned from 2020 w/ Meyer Prinsloo

ABOUT THIS EPISODE

It may seem like the understatement of the century, but 2020 has been a rough year for everybody. From canceled plans to upended vacations to stay-at-home orders, this year has taken its toll on us all.

But rather than wallow in the bummer that was 2020, let’s try and find the silver lining of the past 12 months. Is there good that has come from it? Have we learned anything new?


The answer to both of those questions is a resounding “yes” and that’s why we’re thrilled to have Meyer Prinsloo on the Sales Engagement podcast. Meyer is the Chief Marketing Officer at Essensys, a software company providing a custom solution for flexible workspaces.

It’s probably safe to say that a company that exists to help flexible workspaces is ending 2020 with a unique perspective. We discussed:

  • Meyer’s three key things he’s learned as a CMO in the past year
  • How Essenesys has helped flexible space companies become more efficient
  • Why communication is the more important now than ever before

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

Welcome to the sales engagement podcast.This podcast is brought to you by outreach, the leading sales engagement platform helping companies, sellers and customer success engage with buyers and customers in the modern salesera. Check out sales engagementcom for new episodes, resources and the book onsales engagement, available on Amazon and Barnes and noble or wherever books are sold. Now let's get into today's episode. Super excited, Meyer, to haveyou joining us on the sales engagement podcast. I am Caitlin Kelly, manager ofsales development for the Amia region over here at outreach, also co founderof SCR anonymous, which is a community for sales development leaders and SCRS tosubmit questions anonymously and receive feedback from different managers in leaders within the community.We have Myer Prince so here, who is the CMO over at the censuswith over twenty years of experience. Meyer, you want to go ahead and introduceyourself? Yes, thanks, with good I'm the real kind of pleasureto check if you guys today and also very excited about what the good workyou do. It is the orderomous as well. You know I'm personally depressionat about the waste the old community and I think it's only a great onramp into field sales but also great the Patunity to get stuck into Celles developmentroles just get a feel for finding your feet in terms of being able toposition business solutions and and building sales career. So really excited about that. Soit does a background on my side. I start my career back in marketingwithin the Internet business area. Didn't the hypergrowth area. So the lates between twozerocom bast, so very exciting about them. Twenty five percent compoundand you'll growth type type of years, you know, in the early Internetstages, and also later on worked within the Microsoft ecosystem specifically with shape point, with finis shape when the mine,...

...which is one of Microsoft's fastest growthbusiness solutions ever. So that's great to be able to experience that early onmy career as well, you know, kind of hypergrowth and BETB sales andmarketing type environments. But then moved on to Gardner where I've owned in myleadership skills. So I focus on the leaders of development and at cordner.I first let the marketing team for Europe, Middle East African India and later movedto more global role to look off the global field marketing, and thisis very exciting as well from is the arm business development point of view aswell. At that point in time we employed about two thousand eight hundred salespeople globally and had opportunity to work with both these sales managers but also theirleadership teams as well. So that's probably also where developed a big passion formore the sales and poketing alignment. After this I moved into more of acess business role of a company called forth was focused on leading cess provider,focused on solutions for the train, restaurant and outel industries. And then afterthat, in and after the success of helping them to build a strong coatand market in the USA, the opportunity came around for me to join thisinstus and the leadership team as Cmo, which is a very exciting progression forme because it's a very strong leadership team that I joined. It's assess solution, it's eye growth market and it's also business that's going places. You knowit. I be out lost the haven the stock exchange and there's a lotof product innovation going on and also a geographical expansion, you know, workingwith indifferent Yeo's, so not only the US and the UK but also intoEurope and I back regions as well. Yeah, that is amazing. Ilove you had a highlighted there about the alignment between marketing and sales. Seemsthat you had learned early on in your career. I think that is definitelythe the way to kind of align those they're definitely need the tea work ina ten and together to drive the results...

...for all wishing to see. Withthat said, now that we're over, you're over at a senses which itis hypergrowth. It is assass company. For those of you who are notfamiliar, sensus is a software, is a per flexible work spaces. So, given this past year arguments, imagine the type of time of your thatyou guys most likely did have any influx of that's for work spaces and kindof how the pandemic has influenced that. So my what are you know,three key things that maybe you've learned as a CMO in this last year withthe whateverything we've been through. Yeah, it's been one incredibly great in aquite insane yea. If we think about it. Anything back on that ina lot of learnings as well. It's actually quite difficult to all just three, but I think if I have two alight three things is probably first ofall, it comes down to your team. So I do not underestimated return oninvesting in your team and trusting them to make great decisions. So Ithink it's all about really strong kin of leadership in terms of allowing people todo things, to experiment with things, and I've seen a very good returnout of that and of giving the team the freedom to try new things andto experiment of new digital channels and to just attempt new things and kind ofpush the envelope. During this strange year. The team has been absolutely brilliant,even with all the challenges that covid brought about. So number one thingis about the team side of things. I think the second learning was nothaving facetime of prospects in person really requires a different skill set and approach anddifferent set of expectation when it comes to business development. So you've got tothink differently. You can't, you know, you can't just charm people will becharming or it can just be grabbing, a quick grabbing you quick pine toreper with someone and you know, the old relational element has is verydifferent in a way. So you've got to be really multi channel when youwhen it comes to engaging of prospects. You know, with its phone emailLinkedin, you could to meet them on...

...the terms pretty much, and soit's a multi channel approach to engaging with prospects. And the other very importantlearning from that is that the cells team also needs to operate differently. Youknow, so we've had quite a few virtual events. Will sells team turnedup at at key hosks or at virtual events stands and you just can't attractattention the same way you normally do, by walking the floor or by smilingbroadly. You've got to be engaged definitely and you've got it really treaty thesevirtual events as part of a journey. We've got to reach out to peopleprior to the event, during the event and post event. So it Ithink it put a lot of praisure onto the cells team to operate differently.And and then the third thing I've learned was it's almost impossible to overcommunicate.You've got to be really transparent and not hesitate to repeat yourself during this time. So it's kind of sometimes quite repetative in that sense remplication point of view, but it's even more important than face to face to really make sure thatyou paraphrase things and communication happens scinctly and focused and you communicate a lot withall cycles involved at all times. And I think our leadership team has alsobeen very strong at that internal as well, with internal communication. Maygi le meetthings really regular up to you know if facing things, what's happening,what's the impact of it? So I think it's critical to success to overcommunicating. That's a key learning for me as well from this year. Yeah,that is huge. I'm pretty new to my leadership role here within outreach,but early on into the pandemic I was going through a couple of trainings andone of the things I kind of took away from if she had mentioned theleader that was teaching the course. But always repeat yourself, even if youfeel like it is repetitive. It's going to be new to someone else orit's going to someone else may have forgotten it. So it's never a badthem to appear yourself and make sure that you do have that over communication inline. Yeah, I think it's. I think it's a whole thing aboutalmost telling people what you're going to tell...

...them, they're telling them and thensummarizing again what you've told them. So yeah, almost that, you know, just need to leave anything to the chance. And especially now with zoomand all the virtual stuff, you just don't have the eye contact with thebody language that they usually have to rely on. But a second with somebodyreally understood what you've say to with the just kernal of nodding along. Soso I think it's very important just to kind of the pause and maybe justalmost it's not a case of just communicating like crazy and everything, but beingquite particulate about what the priorities look like as well, you know, atthe same time. But I think, I think communication has been a massivejustin all of us during this pandemic. Yeah, I definitely all right.Thanks for sharing those learns with us. So, as you overall, asensence, you know, as the flexible work spaces has really kind of shatterthe roof, I would say, with everything that has been going on.How would you say, you know, as a sentence, has helped enablethese workspaces to be more efficient during these times. Yeah, it's a reallytricky one because it's been a really difficult the time for all sectors, forall business sectors. So there's are the most positives, but there's also alot of very kind of challenging stories as well at the same time. Butwe're seeing the senses it inces roll in. This is that, you know,as people return back to officers, they would want to feel very safein the environment and wellbeing is important and they would like seamless experiences, youknow, experiences that exceed whatever at home. So if you think about the homeenvironment and the manities and so on, the office environment need to be evenbetter than that. So things just need to be seemless. The communitiesneed to build out. You need to feel like you're going to steal aplace where you can be really productive, and the office now effectively competes worthwork. What happens at home work at home in a way. So everythingneeds to be pretty much plug and play. It just needs to be ready foryou to just move into area, get productive very quickly, move around, you know, do meeting room bookings,...

...things like that. Be Very flexibleall sense, you know, in all senses, and also so beyou, like I said, very secure as well. You want to physicalsecurity and digital security as well, you know, to make sure you canbe safe in an environment. And if you think about those changes, bothlandlords and also fleix, workspace providers at that this time, is working reallyhard to stay relevant to these changing occupier the man. So they all alsoresponding now by these these these tackles are called sponding over, looking at waysto build occupied engagement with each other and with the workspace. I think,like Tenn, engagement is becoming very important to occupied engagement. And they alsolooking at ways to provide value added services life its hope of flexible billing andother workspace type services on top of what they give at the Mellot to providea more reach experience for for occupiers or employees as they move back to theoffice. And then I've talked about access control earlier on, but provide frictionfree access control and meeting room plus bookings. The things just needs to be veryjust needs to be very easy and seamless in that sense. And then, last but not least, it's all back to the security element, makingsure that is access to private and secure network solutions as well as high quantity. So preepandemic. I mean you probably to zoom calls. Aeris often,but it's maybe not as part of your day job as it may well nowbe. So I things like video calls and things like that. You needhigh quality as aliant connectivity as well as part of that. And you knowthat will now be tables. Thanks, so that will just need to bein place. People will not have a tolerance, you know, going backin the office. You know, if the collectivity breaks us down, willthings slow down? So I think it's quite a few things, I happeningat the minute that that we are helping with, you know, and ablingas well. Yeah, I know definitely. You had mentioned being seamless and kindof providing that safe split, safe space for people as they kind oftransition from offices to homes, but also...

...meeting the customer on their terms,which you had mentioned earlier, and not only with their marketing approach, butalso within the flexible space to en train that we are putting the customer firstyear. That leads me nicely into the next question. How has this wholeexperience kind of impacted the marketing strategy that you've been able to roll out overat a sensus. Yes, that's an excellent question and I think, aswith everyone, it was a case of really quickly finding of feet and,you know, figuring out, you know and re evaluating plans. Fortunately,we use a Jew marketing so we we quite Adele Marketing team and we usethe ideal methodology as well in a planning so early on in the Pendenti bit, but they make me execute the do think what we call the digit adigital pivot, when we move the number of tactics online very, very quickly, and we also rely to and work more effectively with th body media andpoor channels as well, because what they would have seen these that in alot of cases, a lot of things went to appear or became a lotmore important as a channel, you know, in terms of it's it being afantic and it being external in a way. So we we saw alot more traction with P or with public relations, and then also third bodymedia, just making sure that we actually in faste and partner with the rightpartners within the media space. And then, like I means a little a lotof digital activities, a lot of Webbnors, a lot of digital events, you know, online events and so on. So it's just had tomake that pivot very, very quickly and succeed, you know, first andyou know that that was key to to tackling this and has say yeahs,that's amazing, that terable that Pavot so quickly into the digital space, kindof staying aligned with me in the customer where they are at there. Sonow we're going to get into like the fun question that I have for youalwhich is, I'm sure I'll see MLS above this. If you had anextra million dollars in budget, how would you spend this? Yes, it'ssuch a good question because, Yo,...

...it's always good to think about resourcesand I'm a reven you market here, which means I look always look atthe bottom line when I think about marketing and what thereat direct return of investmentis. So if it's about a million bucks, I would say it's probablyabout two or three things that I would look at investing into. I meanone thing we'd probably be more effective a on based marketing, so really resourcingaccount based marketing better, you know, doing more resourcing around that to reallygo highly target at within specific he target accounts and expanding off with print ofin dose accounts to do more specific and more bespoke kind of work with thosespecific accounts in order to address these specific requirements and their journey and just besurround them with a lot more information and content and but but really kind ofsurround them with a lot of relevant content. So I think I be am isthe first piece that I would spend on quite significantly. I would alsobe looking at adding some heart head count into some of our key to growthgeographies as well, so adding walking marketing personnel into some of the key geographies, using that million bucks just to actually speed it up a bit more,you know, not to maybe just to bring forward some of those plans interms of recruitment. And then the third one would probably be looking at somesome more, actually more, is the or Bedeo or type activity. Soscaling that engine up as well, you know, getting getting more video orgetting motey or just to be able to learned potential leads and M quels moreeffectively into the cells pipe when helping the sales guys to to create more coverso they can be more effective and really focus on highly. You know,I value leads and you know, for them to be too narrow the kindof what's required from them, so they don't need to go and chase offthe things that could be leads the future,...

...but they can really work on thekey ones only. Yeah, I love that. I would have tosay number three would be my favorite. For you to be invested in morebe drs and scars for everyone. I think so. I think that's that'spart of the key recipie. I mean it major the hyper growth earlier on. We already in the process business. We're not really too it's not reallyhyper growth. It is growth, but it's not hype. But it's notlike the like point solutions is more kind of provisor. This more enterprise gear. So but even I think said that is the oors in Stud and videoor just to see a key component of scalability, because you can just getmuch, much bit and walk at coverage and much more taps in inside accountsas well. But I think I think the is the or channel. Yeah, no, definitely love to hear that. That's amazing. It sounds like youknow exactly where you would be putting your money if we had another milliondollars to be spending. So you want to send some much you want towaste some across or all right, fantastic. So my appreciate you sharing all yourinsights here, based off of like marketing strategy, where we spend themoney in different things that have influenced the sensus over this last year. Ifyou were to have people walk away from this conversation remembering a one thing,what would that be? I think it is that getting more marketing is theultimate team game. It's crucial, from from marketing team not only to bea custodian of the brand and also the voice of the customer, but alsoto be that kind of fusion point or that bridging point between a company,the supplied chain, customers and prospects. So, you know, I thinkmarketing is a truly and always on activity, student always on activity, and alsocorporate capability, role and just a business function. You know, I'mvery measured at about seeing marketing as a strategic capability like this and you know, I think if people cause there's go away from this conversation thinking about thatway as well, keeping a team game, it being more kind of inclusive thana functional role. I mean,...

I was joke around, joke aroundabout it, but when it comes to cells and marketing alignment. It's marketing, it cells and marketing in one word, about I think it's even more thanthat. I think it is it's marketing being being an intent to reallybe a customer driver and really be prospect driven and the optimized supply chain,and that meaning that the marketing team's mission should also be to turn ultimately tomy Middle Company, a big marketing team. That's always the bridging the gap,the information gap, and get the the understanding gap between prospects, customersand supply chain and what the company does and what the intent of the companyis. Say's almost like a core was, you know, seeing marketing as acause rather than woketing as a function. Yeah, that that's for me,is quite cool. I mean that's one of the things that mobilizes meas well when I think about marketing. Hmm, I love that. Ihave not heard that before. Some marketing the sales and marketing team combined.It's the team together. You do have to work kind of in units andthere otherwise you don't have both kind of work in antenna and then a oneyour kindness, an upside or down PA on the other half. So smirketingis where it's admire fantastic. If anyone listening to this podcast would like toget in contact with you, what is the best way for them to reachout to you? I would prefer Linkedin, but I really enjoy connecting with people, especially is the oars as well, and I've had the previously over theyears to also work of men is the odds individually and as teams,and it's I'm very excited about the discipline and function, but also a it'sacrost the signs, and I would say you're it's a commize of art aswell to actually be a very strong as the or and to the so muchto it. I mean, I think the poses in the right place andthe conversation at the right level, being active listeners. It's such a broaddiscipline in a way. So I've always excited to connect with is the alsovideos as well, and I was just...

...say to all the videos they stillslistening as well, that it's definitely could be at both with pursuing, Imean I've made videos and steals at the from stations they care we are in. Some people decide to do that not only as on ramp into field cellsbut as a long term career and I've got respect. I've got a lotof respect for that. I think it's a very valid and a very strongto the opportunity as well actually be part of connecting up and an accelerating businessesthrough a video ordnest the aud activity. So it's something that should not befound upon or seen as a second clause, con function or point. Ever,it's Gracial to especially the B Tob, software and sash world. It's veryimportant. But yeah, in contact details. You you feel free toshare my linked in contact details and happy to help work. All right,fantastic. We will definitely do that. Will you. Guys, everyone,you already here first at the sales engagement podcast. Meyer appreciates your spending timewith us today and look forward to the next conversation. Massive pleasure. Thankyou so much, great limb. I've a nice that everyone that yes,this was another episode of the sales engagement podcast. Join US at sales engagementcomfor new episode, resources and the book on sales engagement now available on Amazon, Barnes and noble or wherever books are sold. To get the most outof your sales engagement strategy, make sure to check out outreach, the leadingsales engagement platform. See you on the next episode.

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