Latest / The Official SaaStr Podcast: SaaS | Founders | Investors / 10 Ways Sales is Different in Vertical SaaS with Mangomint’s VP of Sales Marchelle Mooney

Transcript

10 Ways Sales is Different in Vertical SaaS with Mangomint’s VP of Sales Marchelle Mooney · The Official SaaStr Podcast: SaaS | Founders | Investors

• 0:02
  SPEAKER_00: Hello, SaaSter.
• 0:05
  SPEAKER_00: I'm Marcelle Mooney, VP of Sales at Mangomint.
• 0:08
  SPEAKER_00: We do very deep vertical SaaS for salons and spas.
• 0:13
  SPEAKER_00: How many of you in here are building vertical SaaS?
• 0:16
  SPEAKER_00: Okay.
• 0:17
  SPEAKER_00: How many of you know a vertical SaaS founder you kind of like?
• 0:21
  SPEAKER_00: Okay, cool.
• 0:21
  SPEAKER_00: They're glad you're here.
• 0:24
  SPEAKER_00: I am a hairdresser salon owner turned sales in SAS professional.
• 0:32
  SPEAKER_00: When I first started with Mangomint and I had heard about Saster,
• 0:36
  SPEAKER_00: I thought SAS was just like you had an attitude.
• 0:39
  So I had a lot to learn and I attribute much of that to Jason
• 0:43
  and the company he's built.
• 0:45
  And today I'm going to run you through the 10 biggest lessons
• 0:50
  that I have learned
• 0:51
  SPEAKER_00: selling vertical SaaS to SMBs.
• 0:54
  SPEAKER_00: So we sell to a very small mom and pop shop,
• 0:57
  SPEAKER_00: salon and spa type customer,
• 1:00
  but many of these can be applied across to more mid-market
• 1:03
  enterprise motions as
• 1:05
  SPEAKER_00: well.
• 1:08
  It's been something that I've learned in vertical SaaS that
• 1:11
  some people think it's
• 1:12
  SPEAKER_00: just a tighter ICP,
• 1:14
  SPEAKER_00: a cuter name,
• 1:15
  SPEAKER_00: a cuter logo.
• 1:17
  But the reality is the way you sell to vertical SaaS is going
• 1:21
  to be a very different playbook.
• 1:23
  SPEAKER_00: I like to say that it's flipped upside down.
• 1:26
  SPEAKER_00: So tomorrow you have the opportunity to hear Kyle Norton of Owner.com.
• 1:31
  SPEAKER_00: I'll never forget hearing him say,
• 1:33
  SPEAKER_00: you know,
• 1:34
  he understands the difference between a pizza shop owner and a
• 1:38
  sushi owner and what
• 1:41
  SPEAKER_00: they need for their customers.
• 1:43
  And these are the things that really become fundamental,
• 1:46
  and we're going to dive into them.
• 1:47
  SPEAKER_00: I've got 10 slides up here,
• 1:49
  SPEAKER_00: but the reality is if I just shared some slides,
• 1:52
  SPEAKER_00: you wouldn't need me.
• 1:53
  SPEAKER_00: So I really want to get into the conversation about it,
• 1:55
  SPEAKER_00: how I think about it,
• 1:57
  SPEAKER_00: and we'll jump right in.
• 1:59
  SPEAKER_00: So number one is deep domain cred.
• 2:03
  SPEAKER_00: What do I mean by that?
• 2:04
  SPEAKER_00: I mean,
• 2:05
  SPEAKER_00: our founders,
• 2:07
  SPEAKER_00: Daniel,
• 2:07
  SPEAKER_00: who's here,
• 2:07
  SPEAKER_00: you can find him later,
• 2:09
  SPEAKER_00: poke his brain on this,
• 2:10
  SPEAKER_00: but really understand the jargon,
• 2:14
  the words that our customers use before they even went into
• 2:19
  shipping a product to
• 2:20
  SPEAKER_00: them.
• 2:20
  SPEAKER_00: I think this is number one so important.
• 2:22
  Your founding team has to have deep insider knowledge of the
• 2:26
  vertical you're serving.
• 2:28
  SPEAKER_00: When we think about what we're doing, we're solving a problem for them.
• 2:33
  We're looking at years of antiquated playbooks for many of
• 2:37
  these verticals,
• 2:38
  SPEAKER_00: and they don't know what they don't know.
• 2:40
  SPEAKER_00: So your product has to be the thing that answers that for them.
• 2:45
  SPEAKER_00: When I say on here, credibility, what does that mean?
• 2:48
  SPEAKER_00: This is how we build trust instantaneously.
• 2:51
  SPEAKER_00: From the moment your customer lands on your website,
• 2:55
  SPEAKER_00: they should feel like the language they see is the language they speak.
• 2:59
  SPEAKER_00: In many cases,
• 3:00
  SPEAKER_00: and I'll get into this,
• 3:01
  SPEAKER_00: for us,
• 3:01
  SPEAKER_00: that means being very particular about words that need to be agnostic.
• 3:07
  SPEAKER_00: Number two is master your niche.
• 3:10
  This is something,
• 3:11
  like I said,
• 3:12
  Saster being my own playbook and understanding what Sass is.
• 3:16
  SPEAKER_00: This is something Jason talks about time and time again.
• 3:19
  SPEAKER_00: Focus is where you will win.
• 3:22
  SPEAKER_00: So nailing every edge case of your market,
• 3:25
  SPEAKER_00: we've got to have monogamy first,
• 3:29
  SPEAKER_00: poly vertical later if you're into that type of thing.
• 3:33
  SPEAKER_00: When I think about this,
• 3:34
  I think about expansion being easier once you know you've
• 3:38
  nailed your niche.
• 3:41
  SPEAKER_00: Jumping right into number three, win by eliminating choice.
• 3:45
  SPEAKER_00: I said earlier today, what are we doing for dinner?
• 3:48
  SPEAKER_00: We could do sushi, we could do Thai.
• 3:49
  SPEAKER_00: As soon as I already have two options, I'm in analysis paralysis.
• 3:54
  SPEAKER_00: I can't figure it out.
• 3:55
  SPEAKER_00: Our customers feel the same way in vertical sauce.
• 3:59
  SPEAKER_00: You know,
• 3:59
  one thing that I remember and the theme of this week for me is
• 4:04
  how are we injecting
• 4:06
  AI into every step of our go to market in a way that actually
• 4:11
  speeds us up and
• 4:12
  SPEAKER_00: isn't just feeding into any sort of hype cycle.
• 4:15
  SPEAKER_00: And when I think about when I started with Mangomint in 2018,
• 4:20
  it was very common that every 10th call I had was unseating pen
• 4:24
  and paper.
• 4:25
  SPEAKER_00: So your haircut is scheduled on a book.
• 4:28
  And if you cancel your Ticonderoga better have a good eraser
• 4:32
  because otherwise it's
• 4:33
  SPEAKER_00: not going anywhere today.
• 4:36
  SPEAKER_00: It's maybe once a year that I hear someone is on pen and paper.
• 4:40
  So when I talk about eliminating those choices,
• 4:43
  we are now going after a vertical.
• 4:45
  I haven't come across one demo that I've reviewed where that
• 4:49
  customer is using any
• 4:51
  sort of AI product except for using ChatGPT to decide if they
• 4:55
  want to eat sushi or
• 4:56
  SPEAKER_00: Thai tonight.
• 4:59
  SPEAKER_00: Jumping into number four, hire vertical athletes.
• 5:03
  SPEAKER_00: I'm not saying don't find someone who sold SaaS and done it well,
• 5:06
  but what I am saying is you need someone agile enough to
• 5:10
  understand who the
• 5:12
  SPEAKER_00: customer is and why that is so important.
• 5:16
  SPEAKER_00: They need to operate at the level of the vertical you are selling to.
• 5:20
  SPEAKER_00: If I brought in tomorrow,
• 5:23
  enterprise rep from Salesforce who has the big logo on the
• 5:26
  resume and then I throw
• 5:28
  them into the mix with a hair salon owner that is doing their
• 5:31
  demo while there's
• 5:32
  actual bleach processing five feet from them and they're going
• 5:36
  to get off the call
• 5:37
  to shampoo that person and ask if you'll wait it's probably not
• 5:40
  going to be a good
• 5:41
  match so we need to think about these things when we're
• 5:44
  building out especially in
• 5:45
  SPEAKER_00: the early days who those people are that are selling to your vertical
• 5:50
  SPEAKER_00: I really think about when we're onboarding reps,
• 5:52
  the focus that I have shifted from is I want to hire people
• 5:57
  with great sales
• 5:58
  SPEAKER_00: acumen.
• 5:58
  SPEAKER_00: They understand the assignment we're selling here,
• 6:01
  but my job is to immerse them in the trade and know that they
• 6:06
  can be at that
• 6:06
  SPEAKER_00: altitude,
• 6:07
  SPEAKER_00: speak their language,
• 6:08
  SPEAKER_00: pick up on the jargon without having me have to beat it into them.
• 6:12
  There are ways to expedite this and this is a great way to
• 6:16
  layer in AI to your go-to-market.
• 6:19
  There's probably someone here today that is building an AI
• 6:23
  simulator who's using one.
• 6:26
  SPEAKER_00: I expect to see more hands.
• 6:28
  SPEAKER_00: I saw Daniel's hand.
• 6:28
  SPEAKER_00: That's about it.
• 6:30
  An AI simulator where you can take actual conversations from
• 6:33
  your vertical,
• 6:35
  SPEAKER_00: plug them in,
• 6:36
  SPEAKER_00: and rep,
• 6:37
  SPEAKER_00: rep,
• 6:37
  SPEAKER_00: rep until your AEs are fluent,
• 6:40
  SPEAKER_00: your BDRs,
• 6:41
  SPEAKER_00: your SDRs,
• 6:41
  SPEAKER_00: whomever,
• 6:42
  SPEAKER_00: in the language your vertical speaks in.
• 6:45
  SPEAKER_00: So if this is the thing that you're stuck on,
• 6:50
  I'd love to chat more about this later because this is also the
• 6:53
  puzzle I'm putting
• 6:54
  SPEAKER_00: together.
• 6:55
  SPEAKER_00: So number five, subvertical dominant sprint.
• 6:58
  SPEAKER_00: What do I mean by this?
• 6:59
  SPEAKER_00: I mean, we're go, go, go.
• 7:01
  SPEAKER_00: We're fast.
• 7:02
  SPEAKER_00: But what does that look like?
• 7:03
  When I look at micro niche fluency,
• 7:07
  we need to look at the vertical and go,
• 7:10
  wait a second.
• 7:12
  A hair salon owner is not actually using the same word for
• 7:17
  their client as the med spa owner.
• 7:20
  SPEAKER_00: Why is that important?
• 7:22
  SPEAKER_00: Inside of your vertical,
• 7:23
  you're going to find these little sub verticals and each one of
• 7:26
  them thinks that
• 7:27
  they're unique and special and we're going to treat them like
• 7:30
  the unicorn that they
• 7:30
  SPEAKER_00: think they are.
• 7:32
  We're going to break through the silence that exists within
• 7:36
  each one of those sub verticals.
• 7:39
  SPEAKER_00: If you don't speak the language that they speak,
• 7:41
  I have literally seen a demo end because one of our reps called
• 7:47
  their patient a
• 7:49
  SPEAKER_00: client and to them that was unacceptable.
• 7:51
  SPEAKER_00: So sometimes it might just be asking those questions, but.
• 7:56
  SPEAKER_00: It wasn't noise that we had to cut through at Mangomint.
• 7:59
  And I love this moment that Daniel had this picture in his mind
• 8:03
  that it's actually silence.
• 8:05
  SPEAKER_00: Each one of these sub verticals lives in their own bubbles.
• 8:09
  SPEAKER_00: A hair salon is not joining the same Facebook group that a med spa is in.
• 8:15
  These are completely different people and we cannot look at
• 8:18
  them the same.
• 8:19
  SPEAKER_00: So you've got to dominate within the sub-vertical and go just that deep,
• 8:24
  SPEAKER_00: know the words they use,
• 8:25
  SPEAKER_00: the things that they say,
• 8:27
  SPEAKER_00: and train your reps on that with pure efficiency,
• 8:30
  SPEAKER_00: like 100%.
• 8:32
  SPEAKER_00: They've got to know it inside out.
• 8:36
  This has been one that I've seen come up about five times in
• 8:40
  just the past 24 hours here.
• 8:42
  SPEAKER_00: And it's this idea that I've heard some PLG is dead.
• 8:46
  SPEAKER_00: We're back to SLG.
• 8:48
  And it's this idea that you have to be one or the other or that
• 8:51
  the hot ticket of
• 8:52
  SPEAKER_00: PLG from 2019 is now not a thing.
• 8:57
  SPEAKER_00: I think of this very differently.
• 8:59
  SPEAKER_00: So at Mangomint, we have a free trial.
• 9:02
  SPEAKER_00: It's not a freemium product.
• 9:04
  SPEAKER_00: It's a 21 day trial.
• 9:06
  SPEAKER_00: And we use this as a tool for the sales team.
• 9:11
  SPEAKER_00: Now, that would seem like a PLG motion.
• 9:14
  SPEAKER_00: They can get into the trial.
• 9:15
  SPEAKER_00: They can begin using the product.
• 9:17
  SPEAKER_00: But what we're not using that trial to do is to sell Mangomint.
• 9:21
  We're using that trial to inform our AEs through data within
• 9:26
  the software of what
• 9:28
  SPEAKER_00: could be a great conversation starter.
• 9:31
  SPEAKER_00: It's not a likelihood to buy.
• 9:33
  SPEAKER_00: It's a did Sally...
• 9:36
  SPEAKER_00: from the waxing studio,
• 9:38
  SPEAKER_00: go straight to the memberships tab,
• 9:40
  SPEAKER_00: rage click,
• 9:41
  SPEAKER_00: and then leave her trial.
• 9:43
  Because my text with a blue bubble is going to say,
• 9:46
  hey,
• 9:46
  Sally,
• 9:47
  I'm Marcelle with Mangomint.
• 9:48
  SPEAKER_00: Thanks so much for starting a trial.
• 9:49
  SPEAKER_00: Looks like you're building memberships.
• 9:51
  SPEAKER_00: What memberships do you currently offer?
• 9:53
  Would you like to see how Jessica's spa down the street does
• 9:57
  30K a month in
• 9:58
  SPEAKER_00: memberships using Mangomint?
• 10:00
  SPEAKER_00: See where I'm going with this?
• 10:02
  SPEAKER_00: Your trial becomes the tool that informs your team of how to approach.
• 10:07
  SPEAKER_00: That is personalization using PLG.
• 10:12
  SPEAKER_00: The product proves the humans frame the value.
• 10:19
  Here,
• 10:20
  this is really something that I've been a big part of taking
• 10:25
  over at Mangomint.
• 10:26
  I believe it was 2022 where our customer success team really
• 10:31
  morphed and became our
• 10:33
  SPEAKER_00: onboarding team and we moved them into the new revenue organization.
• 10:37
  SPEAKER_00: Why is this important?
• 10:39
  SPEAKER_00: Again, I'm serving very SMB.
• 10:42
  SPEAKER_00: These people don't want to pay to get their data over.
• 10:46
  SPEAKER_00: We are unseating software where not only do they have client lists,
• 10:50
  SPEAKER_00: client history,
• 10:51
  SPEAKER_00: in some cases medical history,
• 10:54
  SPEAKER_00: but they've also got sales history,
• 10:56
  SPEAKER_00: service menus,
• 10:57
  SPEAKER_00: staff schedules.
• 10:59
  SPEAKER_00: They're setting up their payroll.
• 11:01
  This is deep vertical SaaS and nobody wants to pay to have to
• 11:06
  get the things that
• 11:07
  SPEAKER_00: are mission critical to their business.
• 11:09
  SPEAKER_00: into a new software.
• 11:10
  SPEAKER_00: So we remove that altogether.
• 11:12
  SPEAKER_00: We actually onboard our customers,
• 11:14
  SPEAKER_00: completely complimentary,
• 11:16
  SPEAKER_00: white glove service,
• 11:18
  SPEAKER_00: every detail within that free trial.
• 11:21
  SPEAKER_00: So they have not even paid us a dime in many cases.
• 11:24
  SPEAKER_00: But what this does is allows you to build that trust.
• 11:29
  SPEAKER_00: And then later you can layer in charging for those outcomes,
• 11:33
  SPEAKER_00: those things that you eventually want to grow onto.
• 11:37
  SPEAKER_00: So trust is number one,
• 11:38
  SPEAKER_00: it's also the number one company value,
• 11:41
  SPEAKER_00: and that is by design,
• 11:43
  SPEAKER_00: not by default.
• 11:46
  SPEAKER_00: This one,
• 11:46
  SPEAKER_00: to me,
• 11:47
  SPEAKER_00: should be abundantly obvious,
• 11:48
  but being proudly not for everyone in vertical SaaS is a
• 11:52
  crucial positioning.
• 11:54
  You need to know that you are not pushing into markets that are
• 11:59
  not pulling you there.
• 12:00
  And if you find yourself getting into that hype cycle,
• 12:04
  to know that you need to say no.
• 12:06
  SPEAKER_00: We are so niched down that if I see someone
• 12:10
  that even gives me like the itch on my spine that they could be
• 12:14
  a franchise,
• 12:15
  I'm going to proactively have that conversation and understand
• 12:19
  if they're a
• 12:20
  franchise and let them know we're not great for them before
• 12:23
  they self-identify that
• 12:24
  SPEAKER_00: within the trial.
• 12:26
  SPEAKER_00: So growth loves focused.
• 12:28
  SPEAKER_00: We've got to beat that into ourselves.
• 12:30
  And it's even more important when you're really trying to be
• 12:34
  the default leader for
• 12:35
  SPEAKER_00: a specific vertical.
• 12:40
  This one's been fun,
• 12:42
  especially this week,
• 12:44
  because I mentioned earlier,
• 12:45
  we killed our CS team.
• 12:47
  SPEAKER_00: But that doesn't mean we've killed CS within the company.
• 12:49
  SPEAKER_00: We've actually made it more important.
• 12:52
  As an organization,
• 12:53
  shared ownership means that CS is built across the entire
• 12:58
  organization.
• 12:58
  And that can sound like a nice thing to have,
• 13:01
  a nice idea,
• 13:03
  an aspirational thing to have.
• 13:05
  SPEAKER_00: But it's actually foundational.
• 13:07
  SPEAKER_00: Making customer success everyone's job.
• 13:10
  And the simple framework to this is simply that the product
• 13:15
  owns the success of the customer.
• 13:18
  SPEAKER_00: The product has to own time to value,
• 13:22
  SPEAKER_00: making that happen quickly from moment that they get into the trial.
• 13:26
  SPEAKER_00: And then sales comes in and owns the reality of that.
• 13:29
  So me,
• 13:30
  franchise owner,
• 13:31
  might log into the trial,
• 13:32
  see exactly what I'm looking for.
• 13:34
  SPEAKER_00: But then I get a message from an AE that says, well, you know what?
• 13:37
  We actually don't have this type of sub-location reporting that
• 13:42
  you would need for a franchise.
• 13:44
  SPEAKER_00: So they're owning the reality.
• 13:45
  SPEAKER_00: On the other hand,
• 13:46
  that can also be helping them see what they don't see so they
• 13:50
  understand the
• 13:51
  SPEAKER_00: reality of how the product can serve them.
• 13:53
  SPEAKER_00: And then if you have a chance to meet Iris, our VP of customer,
• 14:00
  SPEAKER_00: She is here,
• 14:01
  and we have a live in-app support team that owns the problems
• 14:05
  that will inevitably
• 14:06
  SPEAKER_00: come up.
• 14:07
  SPEAKER_00: Now,
• 14:08
  SPEAKER_00: I have heard about four times today alone,
• 14:11
  SPEAKER_00: including the CEO of HubSot,
• 14:13
  SPEAKER_00: who I greatly admire,
• 14:15
  SPEAKER_00: say that support is done.
• 14:17
  SPEAKER_00: It is AI owned.
• 14:19
  SPEAKER_00: And I looked to Iris and I said,
• 14:21
  SPEAKER_00: How, how often are we using Finn?
• 14:24
  SPEAKER_00: And her face kind of went sideways and I was like, okay, okay.
• 14:28
  SPEAKER_00: What's up with that?
• 14:29
  And she said,
• 14:29
  well,
• 14:31
  Finn doesn't know who canceled the haircut on Tuesday at 2 PM
• 14:36
  with Jessica.
• 14:39
  SPEAKER_00: And I said, there alone, vertical SaaS needs a different playbook.
• 14:44
  You have to think about the problems that will inevitably come
• 14:48
  up that might not
• 14:49
  SPEAKER_00: even be a software problem.
• 14:51
  SPEAKER_00: It's a vertical problem.
• 14:53
  And you need to show them that you can be there and you can
• 14:56
  help them with this and
• 14:57
  SPEAKER_00: you can teach them to do this on their own over time.
• 15:00
  SPEAKER_00: So good news is we have a report for that.
• 15:03
  That person will not be reaching out again to find out who
• 15:06
  canceled that appointment.
• 15:08
  SPEAKER_00: So last but very much not least, this is the most important point.
• 15:15
  SPEAKER_00: And for me,
• 15:17
  why I am so loyal to Mangomint and how we have built this
• 15:22
  product and built this
• 15:23
  SPEAKER_00: team is you don't want to be
• 15:27
  SPEAKER_00: Just another software.
• 15:29
  SPEAKER_00: You want to be the only software that they will need.
• 15:32
  SPEAKER_00: So right now, our mission is to make every salon and spa more profitable.
• 15:38
  SPEAKER_00: We want to be best in class, the default software for our ICP.
• 15:43
  SPEAKER_00: And down the line,
• 15:45
  we're going to be the software that teaches every salon and spa
• 15:49
  to bolt on AI.
• 15:51
  All of you will in the future book your appointments through an
• 15:55
  agent most likely,
• 15:56
  SPEAKER_00: but that's going to be us getting that trust,
• 15:59
  building that in with our vertical and ensuring that they feel
• 16:03
  safe migrating in
• 16:05
  SPEAKER_00: that direction and that they don't feel like they're ripping out humans.
• 16:09
  SPEAKER_00: I sat getting ready for here.
• 16:11
  SPEAKER_00: Lovely woman in the speaker.
• 16:13
  SPEAKER_00: She goes, oh, what are you speaking on?
• 16:15
  And I told her and she mentioned,
• 16:18
  you know,
• 16:18
  the wifi password if you haven't seen it.
• 16:20
  SPEAKER_00: And I said, how does it feel to have a job that AI cannot take from you?
• 16:26
  SPEAKER_00: And she said,
• 16:27
  SPEAKER_00: oh,
• 16:27
  SPEAKER_00: well,
• 16:27
  there's actually a shop down the street that opened up and it's
• 16:30
  robots doing
• 16:31
  SPEAKER_00: eyelashes.
• 16:31
  SPEAKER_00: So we had a good laugh.
• 16:34
  SPEAKER_00: Those are my 10 takes.
• 16:36
  SPEAKER_00: I did save eight minutes for us.
• 16:37
  SPEAKER_00: If anyone has any questions, I'd love to hear what you're building.
• 16:43
  SPEAKER_00: And anything, I'm here for that.
• 16:47
  SPEAKER_00: I know there's two mics if anybody wants to jump in.
• 16:52
  SPEAKER_00: If not, take picture, hit me up on LinkedIn.
• 16:55
  SPEAKER_00: I am happy to share.
• 16:56
  SPEAKER_02: Question.
• 16:56
  SPEAKER_02: Yeah.
• 16:57
  SPEAKER_02: How do you think about pursuing transactional revenue opportunities?
• 17:02
  SPEAKER_02: This one platform vision inevitably involves taking advantage of those.
• 17:07
  SPEAKER_02: How do you think about those types of opportunities?
• 17:10
  SPEAKER_00: Just so I'm clear, are you talking about payment processing?
• 17:12
  SPEAKER_00: Yeah.
• 17:15
  SPEAKER_02: Hello?
• 17:16
  SPEAKER_02: Hello?
• 17:16
  Any place where bits of money are going back and forth,
• 17:18
  then you can clip off some.
• 17:21
  SPEAKER_00: Yeah,
• 17:21
  SPEAKER_00: I mean,
• 17:22
  I am a firm believer that when you're looking at the playbook
• 17:25
  of a vertical SaaS
• 17:26
  SPEAKER_00: business,
• 17:27
  you have to have like the broad picture of everything that
• 17:30
  happens in their
• 17:31
  SPEAKER_00: business.
• 17:32
  SPEAKER_00: So when I think of going to a salon or spa,
• 17:35
  SPEAKER_00: it needs to be really fucking easy to book and really easy to pay.
• 17:38
  SPEAKER_00: So all of that needs to live in the platform.
• 17:42
  And I think if you can't answer that deep into your vertical,
• 17:45
  you won't win.
• 17:47
  SPEAKER_00: That's my opinion there.
• 17:48
  SPEAKER_00: Hi.
• 17:49
  SPEAKER_00: Hello.
• 17:50
  I was just wondering if there's any opportunity to meet
• 17:53
  yourself or Daniel after the tour?
• 17:55
  SPEAKER_00: Absolutely.
• 17:56
  SPEAKER_00: Amazing.
• 17:57
  SPEAKER_00: Yeah.
• 17:58
  SPEAKER_00: I'll hang around here and then I know apparently I'm playing poker,
• 18:02
  SPEAKER_00: which I have learned that by not knowing how to play poker,
• 18:05
  SPEAKER_00: I'll probably win because those of you who are looking for my towel,
• 18:08
  SPEAKER_00: you'll be like,
• 18:09
  SPEAKER_00: what does she got?
• 18:10
  SPEAKER_00: I don't have anything.
• 18:12
  SPEAKER_00: Was there one more question?
• 18:14
  SPEAKER_00: Hi, how are you?
• 18:15
  SPEAKER_01: Hi, I'm Brendan Cassidy.
• 18:16
  SPEAKER_01: Nice to meet you.
• 18:17
  SPEAKER_00: Nice to meet you.
• 18:17
  SPEAKER_00: Finally.
• 18:18
  Um,
• 18:19
  you talk about the importance of vertical expertise in hiring
• 18:22
  salespeople.
• 18:22
  Did you AB test that with like people with like deep domain
• 18:26
  versus sort of SAS
• 18:28
  SPEAKER_01: sales generalists?
• 18:30
  SPEAKER_00: Yes, we're still testing that.
• 18:33
  So by no means would I ever give up on a fantastic candidate
• 18:38
  that has deep sales
• 18:40
  SPEAKER_00: acumen from prior SaaS experience.
• 18:42
  SPEAKER_00: By no means.
• 18:44
  SPEAKER_00: I want, it's the persona that is an absolute monster.
• 18:49
  SPEAKER_00: Like that is the person I'm looking for.
• 18:51
  SPEAKER_00: I'm looking for like the grade A top tier USDA
• 18:56
  SPEAKER_00: approved, beef, grass-fed, all of it.
• 19:00
  SPEAKER_00: That part of the persona is what is most important.
• 19:04
  SPEAKER_00: It is not the logo, the specific experience.
• 19:08
  SPEAKER_00: So yes, across our team now, we do
• 19:12
  SPEAKER_00: All of our top performers do have prior vertical experience.
• 19:15
  SPEAKER_00: That is true.
• 19:17
  But I also know that I could throw them into any of your
• 19:22
  companies and that they
• 19:23
  SPEAKER_00: could do the same thing there.
• 19:24
  SPEAKER_00: So very good point.
• 19:26
  SPEAKER_00: You've got to be holistic about your approach to building the team.
• 19:29
  SPEAKER_00: Hi.
• 19:29
  SPEAKER_03: Is this working?
• 19:32
  SPEAKER_03: There we go.
• 19:32
  SPEAKER_03: Yeah.
• 19:33
  SPEAKER_03: Dan Davidoff, just a question on the trial experience.
• 19:37
  What have you learned adding human intervention,
• 19:40
  in other words,
• 19:41
  salespeople,
• 19:42
  SPEAKER_03: into the trial experience.
• 19:44
  SPEAKER_03: How has that worked?
• 19:44
  SPEAKER_03: When is the best time to give the business a call?
• 19:47
  SPEAKER_03: Kind of what's that journey look like?
• 19:50
  SPEAKER_00: Right away.
• 19:51
  SPEAKER_00: Yeah.
• 19:52
  SPEAKER_00: So the SLA is within minutes and there's no exception outside of that.
• 19:56
  It is something that I'm been passionate about since the moment
• 19:59
  we introduced the trial.
• 20:01
  SPEAKER_00: The reason is if I am a business owner operator,
• 20:05
  SPEAKER_00: which is the most common ICP that we serve,
• 20:09
  SPEAKER_00: I am taking 30
• 20:11
  SPEAKER_00: seconds out of my day to go, oh, I'm just going to go search software.
• 20:15
  If I don't call them within the minutes that they're actually
• 20:19
  looking at the trial,
• 20:21
  I've probably missed the initial window and I'm not going to be
• 20:25
  able to get back in
• 20:26
  SPEAKER_00: touch with them.
• 20:26
  SPEAKER_00: Not to say we don't recycle and we can't get deals that way.
• 20:29
  SPEAKER_00: We do.
• 20:30
  SPEAKER_00: But the ideal is having a touch point within minutes and we...
• 20:35
  SPEAKER_00: are always experimenting on where that should come from.
• 20:37
  SPEAKER_00: So an automated message,
• 20:39
  SPEAKER_00: always a person reaching out by phone call,
• 20:42
  SPEAKER_00: and then a text to follow up.
• 20:45
  SPEAKER_00: That is what works in our ICP.
• 20:46
  SPEAKER_00: But I think you kind of have to be constantly experimenting on that.
• 20:50
  SPEAKER_00: But the faster, the better.
• 20:51
  SPEAKER_01: Thank you.
• 20:59
  SPEAKER_00: Sweet.
• 21:00
  SPEAKER_00: Well, if that's it, thank you all so much.
• 21:03
  SPEAKER_00: I'll hang around after and we can chat as well.