Marketers, Never Forget Your Why!

Author:

Dan Seabrook
Reading Time: 3 minutes

Episode

79

Marketers, Never Forget Your Why!

Dan Seabrook

VP Sales at Operatix

Rob Hughes

VP and Head of Marketing for EU at Automation Anywhere

As marketers, our why should be the foundation of everything we do.

But we all too often lose sight of our why behind promoting our products and services.

Recently, I talked with Rob Hughes, VP and Head of Marketing for EU at Automation Anywhere, about the reasons marketers should hold on to our why more tightly than ever.

“After 15 years of listening to lots of business pitches, I woke up one morning and said, RPA is going to be the future, and I’ve got to decide whether I talk about it or whether I get involved with it,” Rob said.

In the climate of COVID-19, robotic process automation is more timely now than ever before as we are relying on digital to redefine our normal.

“I joined Automation Anywhere because I believe in the vision that the company has,” he said.

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Our job is to own that whole customer journey from beginning to end.

Rob Hughes

Keeping our why at the forefront

Rob is a strong advocate for the transactional approach to marketing — that is, making sure communications, campaigns, and messaging are aligned to the company’s mission and values.

It all comes back to our why as marketers.

Rob comes from a sales background, which gave him insight into creating pitches. “In that consultancy space, you have to create your own marketing and your own ideas because you’re selling intellectual property and you’re selling a vision,” he said.

Marketers, especially marketers of digital, aren’t selling a product someone can see or touch. We’re selling an idea or an approach or a solution to a problem.

Rob focuses mainly on gathering data to understand the market and the target audience… about six months of the year, actually. “If you think about how marketing influences a specific person, it’s marketing’s responsibility to influence the messaging,” he said.

From the very first touch point, the overall campaign has to be tied to the why, otherwise the tactical approaches (and in particular the sales/marketing alignment) will not resonate.

This why-based approach has so many positive outcomes:

  • Every touch point positively influences the customer
  • Each transaction is part of a wider, unified story
  • Marketing supports sales through the whole lifetime of the customer experience
  • Marketing supports customer relationships through messaging

“You have to figure out why we’re doing this in the first place,’ he said. “Our job is to own that whole journey from beginning to end.”

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If you don’t believe in your story, You’re going to struggle to have real enthusiasm behind what you do.

Rob Hughes

Why for prospects & customers

When marketers keep their why at the center, that influences how they build relationships, particularly with prospects and with customers.

It’s a somewhat different approach for each group, but it’s still based in the one underlying why:

We need to relate our products and services to solving a problem.

“Quite often, companies are way too focused on what they do and not enough focused on what the outcome of the markets that we’re serving is,” Rob said.

For prospects, you’re providing enough information that they’re interested in coming to talk to you.

For customers, you’re focused on building trust and supporting their success.

You can’t just expect admiration because you build robots, for example. In other words, your product won’t do the selling for you. 

“It’s about supplying companies with the information they need in a professional manner so that they trust your source,” Rob said.

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From a mission perspective, you have to believe that you’re having a societal impact.

Rob Hughes

Believing in your why 

Rob shared that he joined Automation Anywhere because he believed in the leadership’s ability to deliver on a mission that meant something to him personally.

“As you get older, you realize that the world goes way beyond marketing and sales. This is how we live our lives,” Rob said.

Stuff doesn’t make you happy, so marketing the products themselves isn’t meaningful.

Rob said that while marketing is often seen as a creative field, it’s relying increasingly on analytics and less on art. “If your story is not good enough and you don’t believe in it, you’re going to struggle to have real enthusiasm behind what you do,” he said.

Remembering our why as marketers is the reason we run our teams and do our jobs with so much passion.

When we are spurred on with the belief that we’re making the right impact, then we can change the world with our excitement.

That’s why marketers should never forget our why. “From a mission perspective, you have to believe that you’re having a societal impact,” Rob said.

“You have to figure out how your product or service can tie into doing something positive. Almost every product in the world can have some kind of positive impact on the environments that we serve,” he added.

Reach out to Rob on LinkedIn or on the Automation Anywhere website.

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, on Spotify, or on our website.

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About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.

 

Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

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Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

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