The Pavilion Podcast
The Pavilion Podcast

Episode · 1 year ago

Ep 124: The Best in the Game w/ Andrea Kayal


Ep 124: The Best in the Game w/ Andrea Kayal

Part of the "Is This A Good Time?" series hosted by Brandon Barton. 

Hello everyone and welcome to the Pavilion podcast. I am Brenda Barton, your host and I am so excited to be here on. Is this a good time to show where I put Pavilion members of the hot team for 15 minutes, we hear their stories. This episode is a great one. You're going to have a lot of fun. Normally released joe's Tuesdays and Thursdays the next couple of weeks. So we're gonna put some of the best episodes of the year on because I know a lot of people are on vacation. Maybe not everyone's listening to the pot. I know you are because you're dedicated, I appreciate you but don't hesitate to hit that subscribe button. It's not gonna bite you today. We have one of my favorite people in the entire earth on Andrea Kyle. She is the CMO at electric. She has been an advisor to me over the years. Uh we talk about a lot of stuff, everything from her career in soccer, on the U. S. Women's soccer team relevant in an olympic year two interesting marketing tactics this episode was brought to you by drift. More than 50,000 businesses use drift to grow revenue and increase customer lifetime value faster drift, helps their customers lined sales and marketing on a single platform to deliver a unified customer experience where people are free to have a conversation with the business at any time on their terms, learn more at drift dot com. Alright, let's do this episode 58. Is this a good time. Alright, I'm so excited to have Andrea Kale here. She is the CMO at electric one of the hottest startups that I have ever seen grow Andrea has also been a personal friend and mentor to me over the years so I'm just going to talk to you and learn even more about your background that I've already discovered about. Yeah thanks for having me. I'm glad I was the last option you had for podcast casts. This is this is Podcast # 1274 We find we finally got to you. I was I got to see some of some of my people for like the later years I want to be I want to multiyear podcasting career. I can't just throw everybody in the first year. Well when we I. P. O. Make it, bring me on that I think...

...that'll be a good story. That's that's right when when electric how Okay let's start there. What's your current role and how you got here? When is electric I. P. Going So current role. Samet Electric. I oversee three Sort of like units. The marketing is one of them. So I think my title sort of a misnomer but it's basically growth business development, which is how to partners helped drive electric growth and then last is outbound str so three different teams and how I got here was really just doing this for other companies for like the last you know 15 years and I think the thing that People by now and I joined companies is like, I know what not to do, you know, like 15 years of mistakes helps kind of give confidence and really how to get to the next level. This goes without saying Pavilion folks probably who have been in and around new york. First of all, they adore you, you're doing the CMO class, right? You're doing the whole CSS classes in the fall. Okay, great. So, so we're already establishing you as a marketing leader. But like more than that, I think people around the new york area who are in SAS point to you as somebody, if you have questions about how to go to market or how to get shit done and B to B SAS marketing got to go talk to Andrew like there's just no question about it. Yeah, well I mean, but it's what it's a reputation that you have built yourself and along the way. Yeah, I mean, I don't, I don't know everything, but like I said, I think, you know, I do a lot of like trial and error in every company, so whether or not like it would work in someone else's business, I can at least have some litmus on like, okay, that's shitty idea or not or like, you know, this is, you know, and I just tell it like it is, I think people kind of, you know, you like it or you don't, but that's maybe why the new Yorkers like you yes, I go now now go all the way back because you have such an interesting path to get here. I actually want you to talk about being an athlete because that is such a it's such a cool part of your past. And then what did you do right out of school before? You know, you didn't just you weren't born right, like tell me how you got here. Well yeah, so athlete awesome, like fun, high school...

...experience and all american went to um did national team for like, I don't know, a hot second where I playing soccer, football is the rest of the rest of the world says it right, soccer for the uh for the national team and then in michigan, but I knew it wasn't gonna be a career, sadly, it's called like the road to nowhere for women, I think it's getting better, but like I knew it could make it a career, there's no money in it. So I went to uh put my passions together which were like, I had a marketing degree from michigan and I love sports. I did sports marketing for a company called octagon, and we were like just such fucking awesome experiences with BMW. Mastercard BMW was like road rules, I think I drank at every bar in the country. Um and then the Mastercard account, it was the 2006 people World Cup was in Germany six months as part of that, I was plays assistant. So I juggled with him in the hallways of some of the hotels and really like endeared myself to the to the legend and that was kind of the then I peeked and then I don't know everything after that sucks. I had like actually then you know, work, get a job, a job. Yeah. And then I went to business school and after that I got into tech and I and I never left. I I prefer business to business marketing over business consumer because consumers are fickle. You could be like a great thing one day and the next day you're like done with and I didn't like that with your building a business product. It's, you know, much easier to ingratiate yourself into the to the buyer. So there's so many kind of old analogies that everyone's heard. But anything that you would draw from sports that besides just like I'm competitive and whatever. Like anything you draw from your sports career that you feel like drives you or just makes you kind of take today. Well, you know what loss feels like and you just don't want to be there. I don't know if that's in my D A. And for most athletes, I just like, you know, you have goals like while you're playing um I was on a team sport, which is why I love the business environment because it takes a lot of people to kind of like win um Yeah, I don't like to lose. So I'm not gonna Don't give me a Jordan quote here. Okay.

Too many people pretend like they actually watched Jordan in the 90s. Not like me who actually fawned over every single thing that he did find. I don't even know Jordan quote, sadly. Good. Well, good. All right, So look, I mean, I think we always talk about in my pod that it's not just hard work, but it's also look that gets you where you are. Give me a story. Either one either, like really hard work. Clearly juggling soccer balls with pele was not hard work. That was what was a stroke of luck that got you on that. How about that? Well, I would say it was hard work. I mean there's luck, but when I was on that road rules tour, You know, there were 12 of us on the tour and only one of us was going to make it to the account manager. What is the role roots go deeper into this? Yeah, so awesome. We BMW does a lot of experiential marketing and as part of that, they have like people right out of college who like in our case it was a BMW for Susan G Komen. So like every mile someone drove a BMW, they donate a mile. The Susan G. Komen. So awesome, philanthropic tie, but they needed people to take the cars from one location to the next and we did like 100 and 80 events in eight months or some nonsense like that. How many cars? 16. So we have like volunteers. We have to coordinate them from like each city. It was awesome Project. But you just, you just caravan 16. Beautiful. Probably brand spanking new BMWs from city to city and they don't put them on a truck. No, they're driven because every mile they would donate it. So like, okay. Right, right, okay. Yeah. So you know, and BMW and by the way, this was the first thing that linked me to marketing being awesome, which was like when you experience something that is like so great you are thais to purchase it. I thought that there's something about that like just consumer behavior, like what drives people, which I'll use in my next next question, which is a marketing tactic, but I would just say, I knew that if I wanted to advance at octagon, I had to show...

...them that I was like the hardest working. I don't know the most attentive like 20 year old they had. And so I just, you know, I did that. I like always met with the managers. I did a lot of that kept doing that and then it comes time for the World Cup when I raised my hand to be under like my mentor, this woman at octagon marisa. I felt like I was more natural fit for. She's like, this girl is going to do anything it takes to like be successful here. And so I think that was one of the helpful, I like that. I always always press people to talk about luck, but like to age us a little bit, I think we both came up in a time. I use that phrase often. Anything it takes like that's the label I wanted to by the way I draw back to my basketball time because that's the type of player I wanted to be scrappy as fuck. Like would would do any of the dirty jobs that needed to get done, not illegal jobs. I'm just saying the dirty jobs, I would, you know any of the hard stuff that needed to get done and I don't know, I don't want to sit here and be old guy on the couch. But like that's something that when younger people that I work with have that it's a throwback to me, but here's the thing like you want people to run through the wall for you. You know, I was captain at michigan for both years, junior and senior year, right? We had plenty of seniors who could have been captain that year, but like I'm the one that's like literally diving in front of the person that's ready to take the shot like breaking represent shit. I just wanted to, I just, I don't know it's in my DNA. I realized that that is not everybody, but you know, when you have people who can do that, you are intrinsically motivated to work like that. You don't need to pressure them. It gives you leverage as a manager. So I find that help. I totally agree. All right, well, let's let's move into some of the more practical things that people can use after they've learned a little bit about you and from you. What is I know this answer because you tell me what is what is your best sales marketing tactic that Pavilion members can use tomorrow? Send people gifts. It sent people gifts. Or is it offer them...

...stuff to take meetings? It's a little bit about isn't isn't that the point of marketing is to incite people to take action whether it's example BMW. Experiential driving behind the car. You gave somebody a BMW and said, go rip it around the fucking neighborhood and bring it back. They did the same kind of thing. It was just an experience I do with things that people practically need while they all sat at fucking home during Covid you want people to do something you want to give a lot before you ask what's happening now with a lot of marketing is like, it's just the ask we've given you nothing. Sure, no value. And it's funny because I I had worked obviously with and for Gary V and he has, you know, you know, take him for what he's worth and I love him to death. And and in so many ways there's always these little tip. It's but like the thank you economy. He's always saying give, give, give and take one time, take one time, take one time. And like, look, we're not asking for kidneys, you know, it's like, you know, even the the gap we're getting is not, you know, it's your time, but I know people's time are valuable and for that we are, you know, that's thank you. That's our thing. Kind of thank you. One thing I've learned from you and I appreciate it is obviously you can grade at bats and you can rate them and what's a better opportunity than that. But guess what if you get the at bat, you better try to hit it out of the park and it doesn't matter the motivation as to why somebody took the meeting, you have them in front of you for a half hour, sell that shit. Listen, it is better than not having any conversations okay. And like the fact that you can get them on the phone for more than just like, you know, like, or I can serve ads where they can also hope for brand awareness. I rather the conversation with my sales people, no matter, no matter the intent now, of course, it's always best when they're like, holy shit for example, I. T. I need an I. T. Like provider right now. Like, of...

...course I always hope that somebody is doing that, you show up at the right time. The odds of that are very small. Um And so anyway like that that's not my job. I'm the fucking marketer. Like you do it, you tell them I just got you the conversation. This is why I'm not in sales. I literally can't wait to be in a board meeting one day with you and you're gonna say like I'm not, you do that. I'm the marketer. 100%. I do it today for David Weiner. He's like, you know, I get him more meetings than he can handle sometimes and and if they don't move through them like that's not my fault. You got a job. We're here to join hands, sales and marketing together. Best friends. This is not a your job, My job. No job. Anyway, accountability. It's like look I got you the combos. I hope that you guys do what you can to moving forward. Fair, fair point. I think every salesperson would say I want more combos conversations than less. I don't know what to tell you exactly what position you're hiring for. I'll give you on the marketing team. Actually we're we've opened up the BD channel, we have a channel BDR position. That one is key individual contributor, but like key to the success of that channel in like perhaps that's the person who can grow into a killer role in the next couple of years if they come in and crush that role. 100%. I mean that if you want to learn from this, this uh person like a sailor lady here she is folks coming sailor No, me to First of all you want to be sailing shows where they're catching fish. I'm like that looks like a great job, I would like want to do that. They're making $10,000 a day. That that that is not you know very well, it's not a good one of them dies on every single episode on the, on the deadliest, it's called deadliest Catch. I know you're talking about the tuna one off of boston I but it's not all glory, that's the 15 minutes of...

...glory. They have the entire season of catching, get on camera, I don't disagree and then you get to eat fresh tuna right there anyway alright give some shout outs to some people, you love following, you appreciate their content, you love, you love kind of you know what they're putting out in the world, my ceo brian Dennehy, I love everything about what he puts out there. I think his twitter is really strong so I followed him. You think you think you put a lot of great content, that's so nice of you, you have to say that, who else you gonna you gonna leave? Just kind of lazy sitting there and not say a word about Kyle lazy, he is the most, he is the most shouted out person on the pot and I haven't had him on yet purposely. We'll see it was saving him for the first half of my career here. The tactical advice. I love it, love it, love it, love it. And of course last but not least give me a restaurant, give me you know, you and I have had some meals together but give me, give me something I don't know or someplace that you love and treasure that maybe the audience may not know about because I'm in the suburbs of New Jersey. I would safe, Alina and Ridgewood, excellent food, awesome booze, I imagine italian it's kind of not, it's like this modern american cuisine is Do we start with the Martini and with an Espresso Martini 100 percent or like just a regular depending on kind of night I'm having. But yes, that sounds right up my alley jersey to the bone Andrea you're the best. Thank you so much for coming on. I'm sure everyone's gonna get a kick out of this last 15 minutes and we'll look forward to doing cmos school with you in the future. Yeah, sounds good. Okay, that's our show. Thank you so much for listening. If you love the show, please write a review in the apple podcast for Spotify, absented to some friends, make sure to smash that subscribe button reminder.

This episode was brought to buy drift the new way businesses to business and buy from businesses, you can learn more and get the conversation started at drift dot com. I had so much fun today. Hope you did too. Now go crush your numbers. Say something. Mhm.

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