The Pavilion Podcast
The Pavilion Podcast

Episode · 3 months ago

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

ABOUT THIS EPISODE

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 thePavilion podcast. I am Brenda Barton, your host and I am so excited to behere on. Is this a good time to show where I put Pavilion members of the hotteam 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 andThursdays the next couple of weeks. So we're gonna put some of the bestepisodes of the year on because I know a lot of people are on vacation. Maybenot 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 notgonna bite you today. We have one of my favorite people in the entire earth onAndrea Kyle. She is the CMO at electric. She has been an advisor to me over theyears. 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 twointeresting marketing tactics this episode was brought to you by drift.More than 50,000 businesses use drift to grow revenue and increase customerlifetime value faster drift, helps their customers lined sales andmarketing on a single platform to deliver a unified customer experiencewhere people are free to have a conversation with the business at anytime on their terms, learn more at drift dot com. Alright, let's do thisepisode 58. Is this a good time. Alright, I'm so excited to have AndreaKale here. She is the CMO at electric one of the hottest startups that I haveever seen grow Andrea has also been a personal friend and mentor to me overthe years so I'm just going to talk to you and learn even more about yourbackground that I've already discovered about. Yeah thanks for having me. I'mglad 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 mypeople for like the later years I want to be I want to multiyear podcastingcareer. 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'sright when when electric how Okay let's start there. What's your current roleand how you got here? When is electric I. P. Going So current role. SametElectric. I oversee three Sort of like units. The marketing is one of them. SoI think my title sort of a misnomer but it's basically growth businessdevelopment, which is how to partners helped drive electric growth and thenlast is outbound str so three different teams and how I got here was reallyjust doing this for other companies for like the last you know 15 years and Ithink the thing that People by now and I joined companies is like, I know whatnot to do, you know, like 15 years of mistakes helps kind of give confidenceand really how to get to the next level. This goes without saying Pavilion folksprobably 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 inthe fall. Okay, great. So, so we're already establishing you as a marketingleader. But like more than that, I think people around the new york areawho are in SAS point to you as somebody, if you have questions about how to goto market or how to get shit done and B to B SAS marketing got to go talk toAndrew like there's just no question about it. Yeah, well I mean, but it'swhat 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 ornot like it would work in someone else's business, I can at least havesome 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, youknow, you like it or you don't, but that's maybe why the new Yorkers likeyou yes, I go now now go all the way back because you have such aninteresting path to get here. I actually want you to talk about beingan athlete because that is such a it's such a cool part of your past. And thenwhat did you do right out of school before? You know, you didn't just youweren't born right, like tell me how you got here. Well yeah, so athleteawesome, like fun, high school...

...experience and all american went to umdid national team for like, I don't know, a hot second where I playingsoccer, football is the rest of the rest of the world says it right, soccerfor the uh for the national team and then in michigan, but I knew it wasn'tgonna be a career, sadly, it's called like the road to nowhere for women, Ithink it's getting better, but like I knew it could make it a career, there'sno money in it. So I went to uh put my passions together which were like, Ihad a marketing degree from michigan and I love sports. I did sportsmarketing for a company called octagon, and we were like just such fuckingawesome experiences with BMW. Mastercard BMW was like road rules, Ithink I drank at every bar in the country. Um and then the Mastercardaccount, it was the 2006 people World Cup was in Germany six months as partof that, I was plays assistant. So I juggled with him in the hallways ofsome of the hotels and really like endeared myself to the to the legendand that was kind of the then I peeked and then I don't know everything afterthat 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 Inever left. I I prefer business to business marketing over businessconsumer because consumers are fickle. You could be like a great thing one dayand the next day you're like done with and I didn't like that with yourbuilding a business product. It's, you know, much easier to ingratiateyourself into the to the buyer. So there's so many kind of old analogiesthat everyone's heard. But anything that you would draw from sports thatbesides just like I'm competitive and whatever. Like anything you draw fromyour sports career that you feel like drives you or just makes you kind oftake today. Well, you know what loss feels like and you just don't want tobe 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 ofpeople to kind of like win um Yeah, I don't like to lose. So I'm not gonnaDon't give me a Jordan quote here. Okay.

Too many people pretend like theyactually watched Jordan in the 90s. Not like me who actually fawned over everysingle 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 podthat 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 jugglingsoccer balls with pele was not hard work. That was what was a stroke ofluck that got you on that. How about that? Well, I would say it was hardwork. 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 tothe account manager. What is the role roots go deeper into this? Yeah, soawesome. We BMW does a lot of experiential marketing and as part ofthat, they have like people right out of college who like in our case it wasa BMW for Susan G Komen. So like every mile someone drove a BMW, they donate amile. The Susan G. Komen. So awesome, philanthropic tie, but they neededpeople to take the cars from one location to the next and we did like100 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 ona truck. No, they're driven because every mile they would donate it. Solike, 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 waslike when you experience something that is like so great you are thais topurchase it. I thought that there's something about that like just consumerbehavior, 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 wantedto advance at octagon, I had to show...

...them that I was like the hardestworking. 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. Idid a lot of that kept doing that and then it comes time for the World Cupwhen 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 doanything it takes to like be successful here. And so I think that was one ofthe 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 usethat phrase often. Anything it takes like that's the label I wanted to bythe way I draw back to my basketball time because that's the type of playerI wanted to be scrappy as fuck. Like would would do any of the dirty jobsthat needed to get done, not illegal jobs. I'm just saying the dirty jobs, Iwould, you know any of the hard stuff that needed to get done and I don'tknow, I don't want to sit here and be old guy on the couch. But like that'ssomething that when younger people that I work with have that it's a throwbackto me, but here's the thing like you want people to run through the wall foryou. You know, I was captain at michigan for both years, junior andsenior year, right? We had plenty of seniors who could have been captainthat year, but like I'm the one that's like literally diving in front of theperson that's ready to take the shot like breaking represent shit. I justwanted to, I just, I don't know it's in my DNA. I realized that that is noteverybody, but you know, when you have people who can do that, you areintrinsically 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. Allright, well, let's let's move into some of the more practical things thatpeople can use after they've learned a little bit about you and from you. Whatis I know this answer because you tell me what is what is your best salesmarketing tactic that Pavilion members can use tomorrow? Send people gifts. Itsent people gifts. Or is it offer them...

...stuff to take meetings? It's a littlebit about isn't isn't that the point of marketing is to incite people to takeaction whether it's example BMW. Experiential driving behind the car.You gave somebody a BMW and said, go rip it around the fucking neighborhoodand bring it back. They did the same kind of thing. It was just anexperience I do with things that people practically need while they all sat atfucking home during Covid you want people to do something you want to givea 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 funnybecause 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 somany ways there's always these little tip. It's but like the thank youeconomy. 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'slike, you know, even the the gap we're getting is not, you know, it's yourtime, 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'velearned from you and I appreciate it is obviously you can grade at bats and youcan rate them and what's a better opportunity than that. But guess whatif you get the at bat, you better try to hit it out of the park and itdoesn't matter the motivation as to why somebody took the meeting, you havethem in front of you for a half hour, sell that shit. Listen, it is betterthan not having any conversations okay. And like the fact that you can get themon the phone for more than just like, you know, like, or I can serve adswhere they can also hope for brand awareness. I rather the conversationwith my sales people, no matter, no matter the intent now, of course, it'salways 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 isdoing 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 whyI'm not in sales. I literally can't wait to be in a board meeting one daywith 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 moremeetings than he can handle sometimes and and if they don't move through themlike that's not my fault. You got a job. We're here to join hands, sales andmarketing 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 youguys do what you can to moving forward. Fair, fair point. I think everysalesperson would say I want more combos conversations than less. I don'tknow what to tell you exactly what position you're hiring for. I'll giveyou 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, butlike key to the success of that channel in like perhaps that's the person whocan grow into a killer role in the next couple of years if they come in andcrush that role. 100%. I mean that if you want to learn from this, this uhperson like a sailor lady here she is folks coming sailor No, me to First ofall you want to be sailing shows where they're catching fish. I'm like thatlooks like a great job, I would like want to do that. They're making $10,000a day. That that that is not you know very well, it's not a good one of themdies on every single episode on the, on the deadliest, it's called deadliestCatch. I know you're talking about the tuna one off of boston I but it's notall glory, that's the 15 minutes of...

...glory. They have the entire season ofcatching, get on camera, I don't disagree and then you get to eat freshtuna right there anyway alright give some shout outs to some people, youlove following, you appreciate their content, you love, you love kind of youknow what they're putting out in the world, my ceo brian Dennehy, I loveeverything about what he puts out there. I think his twitter is really strong soI followed him. You think you think you put a lot of great content, that's sonice of you, you have to say that, who else you gonna you gonna leave? Justkind 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 yetpurposely. 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 lastbut not least give me a restaurant, give me you know, you and I have hadsome meals together but give me, give me something I don't know or someplacethat you love and treasure that maybe the audience may not know about becauseI'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'slike this modern american cuisine is Do we start with the Martini and with anEspresso Martini 100 percent or like just a regular depending on kind ofnight I'm having. But yes, that sounds right up my alley jersey to the boneAndrea you're the best. Thank you so much for coming on. I'm sure everyone'sgonna get a kick out of this last 15 minutes and we'll look forward to doingcmos school with you in the future. Yeah, sounds good. Okay, that's ourshow. Thank you so much for listening. If you love the show, please write areview in the apple podcast for Spotify, absented to some friends, make sure tosmash that subscribe button reminder.

This episode was brought to buy driftthe new way businesses to business and buy from businesses, you can learn moreand 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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