hot takes live

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Glenn Schmelzle, the founder of Marketing What’s New and the host of the Funnel Reboot Podcast.

Glenn argues that marketing should own the cost of acquiring customers and be able to influence it. By controlling customer acquisition costs and making them a smaller portion of revenue, marketing can increase profitability and become the hero of the story. By feeding information from various platforms into Google Analytics Four, marketers can inform Google Ads and improve targeting without compromising personal data.

You can find out more about Glenn in the link below:

• LinkedIn: https://www.linkedin.com/in/glennschmelzle/

Check out more Hot Takes on revenue acceleration on our website below!

About Breadcrumbs 

Breadcrumbs – A Revenue Acceleration Platform Starting With Lead Scoring As It Was Meant To Be.

We think lead scoring shouldn’t be a black box – it’s your company and your leads. Your models should change as your strategy does, and black boxes just don’t cut it.

At Breadcrumbs, we think it shouldn’t cost you months and up to several hundreds of thousands of dollars just to hard-code the first iteration in your systems, you should be able to implement it and then iterate on it in minutes, and for free.

Our mission? In two words: revenue acceleration. We want to try and enable 2,000 companies -which at 500 free leads per month will be a cool 1,000,000 leads scored on a monthly basis- to take it to the next level and be the first early adopters of this new modern take of lead scoring.

A 10X better, 10X faster, 10X cheaper lead scoring that doesn’t suck anymore. Welcome to the age of Revenue Acceleration. Can we help you grow faster and more efficiently? Let us know, we’re more than happy to.  

Learn more at https://breadcrumbs.io

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Glenn Schmelzle, the founder of Marketing What’s New and the host of the Funnel Reboot Podcast.

Glenn argues that marketing should own the cost of acquiring customers and be able to influence it. By controlling customer acquisition costs and making them a smaller portion of revenue, marketing can increase profitability and become the hero of the story. By feeding information from various platforms into Google Analytics Four, marketers can inform Google Ads and improve targeting without compromising personal data.
 

HIGHLIGHT QUOTES
 

Glenn-(0:02:13)

"Marketing should say that they can influence that cost, that they can do it better, and that when new tools come along that may allow marketing to get that cost down that the rest of the business needs to listen to marketing."

Glenn-(0:03:38)

"Marketing is then the hero of the story, and we get to continue to be a valued member in our company's leadership."

Glenn-(0:04:15)

"When marketing is trying to bring in new traffic, but they don't get full visibility into what's happening post click, post conversion with that traffic, how many of those leads became qualified, became opportunities, 

You can find out more about Glenn in the link below:

• LinkedIn: https://www.linkedin.com/in/glennschmelzle/
   

Check out more Hot Takes on revenue acceleration on our website below!
 

About Breadcrumbs 

Breadcrumbs – A Revenue Acceleration Platform Starting With Lead Scoring As It Was Meant To Be.

We think lead scoring shouldn’t be a black box – it’s your company and your leads. Your models should change as your strategy does, and black boxes just don’t cut it.

At Breadcrumbs, we think it shouldn’t cost you months and up to several hundreds of thousands of dollars just to hard-code the first iteration in your systems, you should be able to implement it and then iterate on it in minutes, and for free.

Our mission? In two words: revenue acceleration. We want to try and enable 2,000 companies -which at 500 free leads per month will be a cool 1,000,000 leads scored on a monthly basis- to take it to the next level and be the first early adopters of this new modern take of lead scoring.

A 10X better, 10X faster, 10X cheaper lead scoring that doesn’t suck anymore. Welcome to the age of Revenue Acceleration. Can we help you grow faster and more efficiently? Let us know, we’re more than happy to. 

Learn more at https://breadcrumbs.io

Today we feature Nicholas Ghitti, the CRO of Trace Finance. He runs down the process of turning your sales team into a data-gathering team. This starts with their mindset and then the necessary training for them to understand the data.

Also, know that 90% of the time you do not even need third-party research and that all the data you need is available in-house. Learn more about intelligence-gathering and empowering reps to be specialists on this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

The data within your sales team is immense - Nicholas: "Don't underestimate how much your sales team actually knows about your industry and how much information, how much data, they have access to on a daily basis. And most of all, make sure you have the right processes and platforms in place to make the most out of that data."

You can find out more about Nicholas in the link below: 

• LinkedIn: https://www.linkedin.com/in/nicholasghitti/

On today's episode, we feature Nicholas Ghitti, CRO of Trace Finance. He shares their unique problem where they could not access 40% of their leads from Shopify. By having the sales team become a data-gathering team, Nicholas was able to find the seed of a solution from one of his sales reps.

The lesson is for companies not to waste the data gathered by sales because marketing and sales management need answers to questions about the market, product, and customer perception. Learn more about using sales for intelligence-gathering on Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Gather the valuable data collected by sales teams - Nicholas: "The real problem is that even though they're not actually trained to do that, most account as executives, they actually use those information to build rapport or establish a relationship with the lead, but they're using that information only to be able to close the deal."

"Once the deal is done, either they close the deal or the deal was lost, they have no use for that information anymore, or they don't share that kind of information with the rest of the company, with their peers, or with the leaders."

You can find out more about Nicholas in the link below: 

• LinkedIn: https://www.linkedin.com/in/nicholasghitti/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Nishchal Dua, VP of Marketing at inFeedo. Today, he dives into how to build brands in practice and measure brand impact. Nishchal identifies events and focuses on "owning the internet for a day" as prime examples of creating memorable brands.

He also talks about measuring brand impact by tracking brand search traffic. An increasing number of people Googling a company's name is the most direct indicator that brand recall is improving. Learn more about building a strong brand in B2B SaaS companies in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Events and LinkedIn content create a memorable brand - Nishchal: "I think the number one takeaway for everyone who's trying to build a phenomenal, memorable brand here is to go back and think about the next event that they can host. And in today's world, events are not big budget, long duration, long turnaround time kind of affairs."

"They're super simple to execute and it's just about the right kind of creative that goes into it. Second, Look within your own organization, look within your customer base, look within your community, and think about the three LinkedIn creators that you can create from within."

Brand recall improves conversion rates - Nishchal: "Your conversion rates start going up and you might be thinking, hey, maybe it's because of 10 other things that we executed across sales enablement, product marketing, content marketing. But end of the day, it's because your brand recall is so strong that all your prospects want to move further down the fund."

You can find out more about Nishchal in the link below: 

• LinkedIn: https://www.linkedin.com/in/nishchaldua/

Brands are built over time. It requires a significant amount of storytelling and persistence to the point where it can be deafening and annoying. This episode introduces us to Nishchal Dua, VP of Marketing at inFeedo, and he will be sharing his expertise on marketing and branding. 

Nishchal identifies how the brand is the key problem when growth-stage companies suddenly lose their shine. There is a misconception of what a brand really is—it is not just the logo, the color, or swag, but the story you tell that makes it your identity. Learn more about Nishchal and his insights in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

What a brand really is - Nishchal: “Brand, in the simplest terms, is a story that you tell over and over and over again. It’s a story that you tell so many times in all the different places that you can by telling the same story and it becomes deafening to a level and it becomes super annoying, and you become tagged as the person or the company that only talks about this, this particular message, this particular story, and that's the reason why brands are built over time because you stick to that messaging that you have for as long as you can.”

You can find out more about Nishchal in the link below: 

• LinkedIn: https://www.linkedin.com/in/nishchaldua/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Ryan Donovan, Chief Product and Technology Officer at GRIN. Today, he dives into Reforge's quantitative methodology, how to establish it, and its goal of creating habit users that you can upsell. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

The 4 moments in the Reforge methodology - Ryan: "The first moment is the signup moment which is when a user has actually joined the product. The setup moment comes post signup, which is what you need to do to actually be able to derive value from the product."

"The aha moment is when the user experiences that core value proposition for a first. Then the habit moment is when they're receiving sustained value on an ongoing basis around your product. And you could, you do this by these moments."

You can find out more about Ryan in the link below: 

LinkedIn: https://www.linkedin.com/in/rdonovan/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast, we feature Ryan Donovan, Chief Product & Technology Officer at GRIN. Ryan introduces himself with a little background information and talks about using data to reinvent your product roadmaps.

He then proceeds to break down how to create a customer-centric roadmap by using both qualitative and quantitative methodologies together. Learn more in this latest episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast.

HIGHLIGHT QUOTES

Qualitative and Quantitative Methodology - Ryan: "In order to make sure your roadmap is the most customer-centric possible, the best practice I've seen now having done this for a while is that you really want to have both qualitative and quantitative methodology to measure your product market fit and customer adoption."

You can find out more about Ryan in the link below: 

• LinkedIn: https://www.linkedin.com/in/rdonovan/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Sam Isaacs, Owner of Sam Isaacs Consulting. Without emotion, brands can create the best products in the world but they would not sell. Sam discusses how finding pain points and eliciting emotion work operationally and how this figures even from a budgetary perspective.

HIGHLIGHT QUOTES

Emotion is the key to making people open to change - Sam: "What we need to do is create an ability in a human's mind to have them emote so they are open to learning something new. Like 90% of us are not open to learning something new, and so when I flash that picture up of all those features, you just be like, ugh, another sales rep."

You can find out more about Sam in the link below: 

• LinkedIn: https://www.linkedin.com/in/samisaacs/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Sam Isaacs, Owner of Sam Isaacs Consulting. Once early adopters and investors surround a startup, it becomes an echo chamber, and almost overnight everything starts to slow down. This happens when you start leading with features. Sam advises startups to think about the humans that used your product and create a presales process to elicit buyer emotion.

HIGHLIGHT QUOTES

Pivot to users once your buyer base moves beyond first adopters - Sam: "This is the number one key mistake where I see fantastic products with good product market fit solving a good problem fail because of the go to market. So what does this mean in practice? Reverse your approach. Think about the humans that use your product, not the product itself."

You can find out more about Sam in the link below:

• LinkedIn: https://www.linkedin.com/in/samisaacs/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Stewart Hillhouse, Head of Content at Mutiny. Stewart shares his key takeaways on content that converts: get comfortable with zero-click content, stop producing random acts of content, and build future pipelines by leveraging super fans.

HIGHLIGHT QUOTES

Zero-click content leads to more clicks - Stewart: "Giving away 80% of the content without a click actually gets your message across, makes you seem more interesting, and counterintuitively, actually leads to more clicks."

You can find out more about Stewart in the link below:

• LinkedIn: https://www.linkedin.com/in/stewarthillhouse/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Stewart Hillhouse, Head of Content at Mutiny. His hot take is that over-indexing on conversion focused content actually decreases your conversion rates and makes it harder to prove the pipeline for content marketing. He shares his 3-step process in creating content: get insight from the audience, choose a repeatable and practical format, and string it together into a larger narrative.

HIGHLIGHT QUOTES

Content that’s focused LESS on conversion actually converts more - Stewart: "Content that isn't focused on driving a new meeting booked or a new free trial signup actually does a better job at turning readers into pipeline than those conversion-focused pieces."

You can find out more about Stewart in the link below:

• LinkedIn: https://www.linkedin.com/in/stewarthillhouse/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Tarmo van der Goot, Vice President - EMEA at Chargebee. For CFOs in today's market, a product that solves a technical problem is not enough. Sellers must listen very well to determine and quantify what the true business problems are. Tarmo also shares how enablement helps new reps develop good habits, as well as the central role of empathy in making discovery great.

HIGHLIGHT QUOTES

Be empathetic to quantify a prospect’s business problem - Tarmo: "Hypothetically, let someone comes to your discovery or your demo and they say, well, I have a problem with my invoicing. That's a technical problem, right? So what a lot of reps do then is, well, I mean, if you have a problem with your invoicing, then let me show you how awesome that we can solve this.

"I mean, yeah, a lot of people can probably do the same thing. You need to be empathetic and listen and actually understand and ask some more questions around, okay, so if you have some technical problems with you're invoicing, what does this actually mean? Like, why are you having those problems, and when those invoices are not working the way it should, what does it mean for your balances?"

You can find out more about Tarmo in the link below: 

• LinkedIn: https://www.linkedin.com/in/tarmovandergoot/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Tarmo van der Goot, Vice President - EMEA at Chargebee. Discovery fatigue is real, but it's likely not what you think. Tarmo gives the zoo as an example. Buyers, when they go to the zoo, they only want to see their favorite animal. In your demo, you can't jump to a product or price without first knowing what the problem is. How? Sellers must be empathetic and conscious of wasting time.

HIGHLIGHT QUOTES

Know what "animal" your buyers want to see before the demo - Tarmo: "If your buyers are scheduling demos and you basically immediately start with showing your product but you don't know what the actual problem is, then literally, you are the problem because you're not giving me what I'm here to see. So discovery fatigue, it is a real thing, but buyers do still love a good discovery. What they don't like is a bad discovery"

You can find out more about Tarmo in the link below: 

• LinkedIn: https://www.linkedin.com/in/tarmovandergoot/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Thomas Knoll, Strategic Advisor and Executive Coach at Revelry.co. Decisions can seem hard, expensive, time-consuming, and entail a massive opportunity cost. But there are hacks: have a default decision (example: what are we having for dinner tonight?) and hell yeah or no, which simply says, if it's not a hell yeah, then it's a no.

HIGHLIGHT QUOTES

Get to a decision by starting with your default answer - Thomas: "I have an answer every single time I get asked what should we eat tonight? The answer's Taco Bell. That's it. And immediately everyone has an opinion about what we should eat tonight."

You can find out more about Thomas in the link below:

• LinkedIn: https://www.linkedin.com/in/thomasknoll/

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Thomas Shields, Director of Product Marketing at Superside. There is a galaxy of solutions to tackle the creative problem, ranging from strategic solutions to tactical, and outsourced to in-house.

Specifically, creative agencies, internal creatives, freelancers, and self-service tools comprise this galaxy. Thomas discusses creative-as-a-service (CaaS) as a better approach by combining 3 key elements: remote creative talent, tech for easy collaboration, and a unique subscription model.

HIGHLIGHT QUOTES

Advantages of CaaS over agencies and freelancers - Thomas: "So CaaS is technology-enabled, it's a subscription similar to SaaS, and it will deliver compelling creative on-demand, so really fast, within a clear, defined budget. You have total control and transparency around what you're getting, for what you pay, and it's able to do it at a scale and breadth of skills."

You can find out more about Thomas in the link below:

• LinkedIn: https://www.linkedin.com/in/tlshields/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Thomas Shields, Director of Product Marketing at Superside. Modern marketing relies on timely, high-quality, and scaled creative. It is the lifeblood of effective marketing. However, many leaders are guilty of treating the creative team as short-order chefs instead of the strategists that they are.

HIGHLIGHT QUOTES

Creatives become order takers because of sheer volume - Thomas: "The reality is that so much volume is coming down the pipe, most creatives can't keep up with the demand and they can't keep up with the speed of which is required. I'm guilty, again, I’m being honest here, I'm guilty of not always giving them the lead time that they need to do the best work."

You can find out more about Thomas in the link below:

• LinkedIn: https://www.linkedin.com/in/tlshields/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Timur Daudpota, Founding Partner of 2080 Ventures. Think of your content as a product itself and how Time Magazine, GQ, and Bloomberg do it. Timur advises others to get their content out there first and the organic response of your community to it will monetize itself later on.

HIGHLIGHT QUOTES

Create content first and monetize after - Timur: "When I was creating content out there, people started reaching out. Hey, can you help me out with this? Or hey, can you start helping me out with this. At first, you're like hey, this is not what we're doing, but as more and more of these requests start coming in, that's the time when you should really think about, okay, I need to start monetizing."

You can find out more about Timur in the link below:

• LinkedIn: https://www.linkedin.com/in/timurdaudpota/
   

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Timur Daudpota, Founding Partner of 2080 Ventures. He tackles the basics of creating content starting with 2 simple rules: if you don't like reading or watching it, no one else will, and whoever out-educates their users/customers will automatically win. Timur then breaks down the foundations of great content, from the best research tools down to the most effective methods.

HIGHLIGHT QUOTES

Don't gatekeep; give away your secrets for free - Timur: "Give away your secrets for free. If you think you're giving away more, do even more. Do more than anyone else. You have to give more value to people and in turn, it will keep giving you more in return."

Apply the Pig Factory Method to creating content - Timur: "Imagine we record this video. This video is going to be a recorded podcast, then it's going to be turned into audio, which is going to be shared across Soundcloud or Spotify, and then you make short form bites, so take interesting parts of this video and turn into one that it clips, add subtitles, and then distribute that to TikTok, Instagram Stories, and YouTube Shorts."

You can find out more about Timur in the link below:

• LinkedIn: https://www.linkedin.com/in/timurdaudpota/
   

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Todd Rowe, Chief Operating Officer of Bevy and Board Member of Genpact. Hypergrowth companies look at their growth cross-functionally, which includes the optimization of their go-to-market IP. Any company can create its own go-to-market IP and Todd discusses its 3 critical components: systems, shared success metrics, and people.

HIGHLIGHT QUOTES

Optimize the entire "growth train" - Todd: "We need to optimize this for the entire customer life cycle, not just one single component. I like this to a growth train where that train literally, we have to optimize each of these different aspects, not just five or 15 different train cars themselves. So from my experience in building out go-to-market IP, there are 3 components simply: systems, shared success metrics, and people."

You can find out more about Todd in the links below:

• LinkedIn: https://www.linkedin.com/in/trowe/
• Website: https://www.bevy.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com