Latest / Cyber Go-To-Market Talk: The Cybersecurity Podcast About Cyber Sales, Marketing & Revenue Growth / 118: Pipeline generation mini-episode #2 with Scott McCrady, CEO of SolCyber
Transcript
- 0:42SPEAKER_01: This episode's pipeline generation tips comes from Scott McCritty, the CEO of Stall Cyber.
- 0:49SPEAKER_01: Scott's been building businesses, building essentially pipelines in cybersecurity for 20 plus years.
- 0:55SPEAKER_01: And he's approached this from a very strategic level of alignment and different methods to really dial in some pipeline generation activities.
- 1:05SPEAKER_00: Three pipeline generation tips.
- 1:07SPEAKER_00: A question that comes up all the time.
- 1:08SPEAKER_00: How do you get more pipeline?
- 1:09SPEAKER_00: Three things that I think really matter.
- 1:11SPEAKER_00: First one, intent data.
- 1:13SPEAKER_00: I'm not sure most organizations are using their intent data well enough.
- 1:16SPEAKER_00: So I would definitely take the time to look at some of the tools around intent data.
- 1:20SPEAKER_00: Make sure you can dial that into your ICP.
- 1:23SPEAKER_00: That's going to up level your overall, I call it the sales factory.
- 1:26SPEAKER_00: The first thing is like how many people will talk to you so that you can run them down through the process.
- 1:30SPEAKER_00: Up level your intent data, get some good intent data, dial that into your ICP.
- 1:34SPEAKER_00: It's going to help you generate more revenue.
- 1:35SPEAKER_00: Second piece is think customer, don't think yourself.
- 1:38SPEAKER_00: If you listen to the Andrews podcast, we talk about outcome-based conversations.
- 1:41SPEAKER_00: Focus more on outcomes for the customer.
- 1:44SPEAKER_00: So the odds of getting through to a customer, if you say, I can help you save 30%, and I'm not lying to you, it's not cheesy or gimmicky, it's real.
- 1:51SPEAKER_00: The odds are higher that they're going to respond to that versus saying, We've got the best widget on the planet that's going to really knock your socks off.
- 1:58SPEAKER_00: So focus more of your outcome on them in your messaging, in your marketing, and less on what you are.
- 2:05SPEAKER_00: That'll make your uh pipeline go up.
- 2:06SPEAKER_00: Third piece, align your marketing and your messaging with your sales components.
- 2:11SPEAKER_00: So what I see a lot is a situation where marketing and salespeople are not or the sales organization are not in alignment.
- 2:18SPEAKER_00: So you have what I call a separated motion.
- 2:21SPEAKER_00: Marketing's going out to and providing air cover on one essentially type of conversation, and sales is out there running a different playbook that doesn't necessarily align the messaging.
- 2:31SPEAKER_00: It's very common because sales may get intuitively thinking that there's a different set of talk tracks that resonate with their customers.
- 2:38SPEAKER_00: You've got to make sure that gets closed loop between sales, marketing, and your CEO so that there's an alignment between the air cover messaging that's very effective, I would say outcome-based, and your sales motions around trying to get your messaging into the market via your BDRs, your SDRs, and your account.
- 2:55SPEAKER_00: Those would be the three things I'd focus on if you want to raise your overall ability build pipeline.
- 2:59SPEAKER_01: If you enjoyed this episode, please share it with at least one other person and also hit subscribe in your podcast player.
- 3:08SPEAKER_01: If you know someone that you want to hear from on this series of episodes on pipeline generation, let me know, please.
- 3:15SPEAKER_01: Email me at andrew at unstoppable.do.
- 3:20SPEAKER_01: That's D O at the end.
- 3:21SPEAKER_01: Andrew at unstoppable.do.
- 3:24SPEAKER_01: Or you can text me directly on 303 956 0024.