The Pavilion Podcast
The Pavilion Podcast

Episode · 8 months ago

Ep 59: Breaking Through as a Female Leader w/ Beth Berry

ABOUT THIS EPISODE

Breaking Through as a Female Leader w/ Beth Berry

Part of the "Is This a Good Time" Series hosted by Brandon Barton.

Hello, everyone. And welcome back tothe revenue collected podcast. I am your host, Brandon Barton and you arelistening to Is this a good time? The show where I asked revenue collectedmembers some really basic questions, and they have incredible answers in ashort 15 minute conversation. We are coming to you on Tuesdays and Thursdayseach week. So please hit the subscribe button. It actually means something tome. If you love watching, listening to the content go ahead and hit it justcan really help out the show in the channel. In general today, our guest isBeth very. She's a VP of business development at Real Green Systems, andwe talk about breaking through as a female leader. But before we get intothe questions, I want to tell you a little bit about this one. Sponsor sixcents, six cents. The number one encounter engagement platform helps youto identify accounts that are in market for your solution. Prioritize efforts,engage buyers the right way with highly relevant messaging and measure whatactually matters with the six cents platform, you're able to get into moredeals, improve win rates, increase overall pipeline and optimized budgetspent. To learn more. Visit six cents dot com slash revenue. Collective. Allright, let's do this. Episode 16 Is this a good time? All right, Great. Iam so happy to have Beth Barry here with us. She is the vice president ofgrowth and alliances for real Green Systems out of Indianapolis, which issomewhat of like a growing tech cub, it feels like, at least from the revenuecollective side of things. Thank you for being here. We call it Cilic. OrneValley. Sam Corn Valley. I don't I don't I We might have to edit that out.I have, like, an aversion to ponds. I know, I know, but it's a good one. Ithink I own that domain. Do you really? Oh, my God, sell that. Now I'm into nowall of a sudden it's a cool idea, isn't it? Now that you own it, that's great.I mean, it's certainly valuable to...

...somebody, even if even if it's not myhumor, you know, who am I? Just some lowly podcast, anyway, that you know,we always start, get right into it. I'll meet no filler. Speaking of themiddle of the country, give us a sense of how you got to where you are in yourcareer and kind of the steps that you took to get there. Well, thank you forhaving me today, Brandon. I don't know if anyone has told you this, but youhave a fantastic voice. I didn't know if I had a good voice or not beforequarantine. I hate my voice because now I have to listen to it recorded all thetime. But you should get a job doing podcasting away. You did so where I gotto where I am today in technology. I started out in the service industry. Iwas the director of customer service for Scotts Miracle Gro. There are $3billion manufacturing company out of Marysville, Ohio, and we were makingAmerica beautiful one line at a time. My job was in the startup. Do it foryou side. So service delivery. Interesting. And then how did you findthis role? We were using a multitude of technologies, and in fact, themanufacturing side of Scotts Miracle Gro was s a p. Everything was s a p. Sowe bring s a p n for an eight point something million dollar time andmaterials engagement and said, You know, these are mobile service delivery.We've got 94 locations across the United States. Help us do This s a P.At that time, it would have been like 2000 and five. They weren't reallydoing service delivery CRM at the time. They said, Yeah, we can't do it And atthe same time, we were working with little company called Real GreenSystems out of Walled Lake Michigan, and it was a fantastic niche CRMsoftware that served the green industry. So it's a $90 billion industry, Brandon,which it's been great, especially...

...during covid. It's very essential, andthey were providing a software solutions. So along with that, acompany called Exact Target out of Indianapolis, Scott Dorsey and his crewwere providing US digital marketing solutions that were just unheard of theways in which we were acquiring customers with we had a Web form. Thiswas big deal. Back in, uh, 1000, we had the Web form on the website, but I waswatching these digital technologies work in conjunction with our CRM andthe way in which we were transforming an entire industry. I said, You knowwhat? I want to be at the crossroads of technology and service. That's I justjoined Real cream. I loved it so much. I love that. You know, this theme hasexisted in my career. I worked for a long time in restaurants, and, uh, Ireally love the technology side of it and wanted to get involved in theattack. And so it makes total sense to me now just for the listeners. RealGreen Systems There's a lot of a lot of talk about the greenest industry interms of the cannabis industry. What does green mean in this sense? Just sopeople aren't confused, lawn and landscape. There's a few othermisconceptions. So different type of grass, different type of grass.Cannabis when we say green industry something that is environmentally soundtoo. We're talking about those folks that take care of your lawn andlandscape. Yeah, got it. Awesome. And so you know no. Begin here. Right inthe background. He is shouting at the top of Islam. It's making all theparents and hey and why? Why not? For this moment, you are a mother as well,until you've had your entire career in sales. Top top sassy woman in SAS, uh,have been named a number of times, at least in the 2020. I remember thathappened. And all this while raising kids. I did talk to you like, Come on.I've been working from home since 1991...

...and I recall having conference calls inmy closet behind the clothes with a do not disturb sign for the kids. You know,don't come in here. Even though I had nannies in the house, it was stilllearning how to juggle it all because my kids would think, Oh, Mom, So wecould go in there. And so it took a little bit of training. But my baby nowis 23 and I don't know how these parents are doing it. Bless up if I hadto be doing home schooling work from home. I'm on zoom calls all day long,and I have colleagues who are like, Hey, for 30 minutes, I got to go do sixthgrade math and I'll be right back. That is quite a feat. Yeah, I I feel luckythat my kids are both under the age of three. Even though. There's a lot ofunlucky that comes along with that. But in this moment not having to reallyteach them kind of subject matter, I'm teaching them life lessons more thansubjects that I would have to dig into. So I'm totally so okay, So Jackson madeit on the pod, finally screaming his lungs out. And at least we got a momentto recognize you as mother, you know, luck and hard work. Both kind ofcontribute to getting people where they are in their lives. Give me an exampleof either or both, that that kind of propelled your career forward. I'vealways worked in a male dominated industry even before I enteredtechnology. So the green industry is 95% male and leadership, and I thinkany time you're in that situation, but it makes you successful, no matterwhere you're at, you've got to get a seat at the table, right? You've got toget a seat at the leadership table. And the way to do that, I found, was to beso good they can't ignore you. We were acquired a couple of times, and ifyou've ever been on the receiving end of an acquisition. Brandon, you arescurrying to keep your seat right. So you have to say, Hey, pick me. Look, Ican do this. Let me showcase my skills...

...for you. But I think as a female in amale dominated industry, I was constantly feeling like I've got toshowcase my skills. I'm going to be so good. They can't ignore me to quoteMartin. And the way you do that is to become a resident expert and not justthat field, but the industry we serve. So not just technology, but the greenindustry. Okay, I like that. And what would you say to younger female leadersthat we have listening and marketing and sales that that might wonder, Howdo I also get a seat at the table? Obviously being an expert. But is therea tactic or something that goes along with that? I mean, there's so much Itwas probably much harder for you. Right then. Maybe, you know, folks coming outof school today, But what would be something that you carried with you asa skill? Refco has terrific opportunities for me females, but Iwould seek out female mentors, and I actually have folks reach out to me andit's an honor, quite frankly. And they will call me and say Okay, this is whathappened today. A decision was made. I attended the meeting. This is how Ipresented my view and just nuanced communication presentationopportunities to participate at the level we're at in my sharing that withothers trying to find their way, if you will. And technology has been, I thinkvery valuable to those I've mentored. What if you are wanting a place? Lookfor those mentors. Yeah, I love that. It's something that I've learned frommy wife in that the folks where she can kind of talk and have these, you know,essentially private conversations about what it feels like to be in certainsituations and meetings, the more it is not just pushed down, but brought upand brought out into the open. So and just in case people are listening, itsounds like you'd be OK, hit you up on Slack and the revenue collection andsay hi and great. I love that. The...

...other thing, I would add and youmentioned luck. I have followed female entrepreneurs that I really admire SaraBlakely from Spanx. She's phenomenal. You can just go back and readeverything about Sarah and how she became very successful. She could notget into law school. She tried to take the LSAT three times, couldn't get inand said, You know what? And you may not even know what Spanx are, but yourwife knows. Oh, of course I know what Spanx I heard. I mean, I heard thewhole, like how you built this, right? Uh, how she's phenomenal. And thenMartha Stewart, I had the luck and good fortune to spend an afternoon withMartha Stewart and talk about an entrepreneur way before her time. She'sin her late seventies now, and the way she built that business she talked tous about at that time, she had 60,000 products with her name on them. Nowthat might be a stencil set, which is 26 letters at Michael's. But she hadtouched every single one of those items and blessed them before they went tomarket. And my question to her was, How do you come up with the next product?And she said, From the day I wrote my first cookbook, you find a need andfill it no matter what industry you're in. And we were in this room with about20 other folks at these long tables, and she goes this office furniture inhere. This office furniture was designed by a man. It's terrible, and Iam going to launch office furniture and Office Depot. And of course, she wenton to do that. But she said, He said, Just frame every day with find a needand fill it and I have I have done that in the technology world. I love that.Sometimes there's some quote that I'll surely mess up, but it's, uh I think itwas done. I think Jobs said this, you know, he said, Your whole mindset willchange when you realize that every single thing around you was created bysomeone. None of this was here.

Everyone, somebody invented thecomputer, the light, the somebody did all of this. You can do something. Ilove that. So we always ask, besides this wonderful kind of skill that youmentioned for maybe some of the folks that are listening, who are female andwhat about a sales or marketing tactic that you might suggest to to theaudience that they could use, you know, tomorrow and the next deal that they'redoing. You always identify the pain points of your audience. My elevatorpitch is not. I sell software to the green industry, identify the painpoints and solve that problem. If there's not a problem, talk about howyou're going to optimize it. So, for instance, in the green industry,increasingly over the last few years, there's more regulatory compliance atthe government level. And so as good stewards of the economy and thesoftware company that supports this industry. We want to be sure thattechnicians who are out servicing lawns don't get within 40 ft of water waybecause we do not want pesticides to make it into the waterway. Our newtechnologies using mobile will allow you to identify when you're gettingclose to those waterways. We're solving problems. We're going to grow yourbusiness. We have integrated closed loop marketing solutions, but alwaystalk to the target and solve the problem. All right, I like that. Great.We're in the lightning round portion of the podcast in which we ask questionsand we go slightly faster. Don't rush tell me a position you're hiring for ifany enterprise account management and these individuals would serve our top50 clients, I'd love to have you reach out to me. I love it. And who do yourecommend for folks to follow? Content wise, I followed Tim Ferriss forever.And I've been drinking from that well for a very long time. Kindle Hines isan individual that has written service...

...spot. Really cool technology. LisaFiore is creating marketplaces, furniture, industries. I like all ofthose folks. Okay, Very cool. Love that. And of course, as I mentioned, I am arestaurant fanatic and I need to know what's a good secret spot doesn't needto be secret. Could be just your favorite spot. Where should we go eat?If you're in Indianapolis, you have to go to saying almost steakhouse. But myfavorite stakeout house in the United States is BLT in Washington D. C. Afavorite of the Obama's. I love that. Look at that. We'll get somepresidential sightings at BLT in D. C. But I want to go to ST Elmo. I want toget out to India and go to ST Elmo. That sounds like love it. Well, look, it is amazing tohave you. Thank you so much for being here. I really you know, I'm sointerested to see if this can actually get some folks to reach out to you. AndI hope that you do if you if you're listening to reach out to Bath. Just anamazing sales and marketing leader and somebody who I really enjoyed ourconversation today. Brandon, thank you so much for inviting me here today. Youmentioned Steve Jobs. My favorite quote of his at his Stanford commencementspeech was you connect your life by looking in the rear view mirror all ofthose seemingly unimportant events and people culminate in moments like this.So thank you for being part of that journey, man. That's great. Thank youso much, Beth. We'll talk to thank you so much. Bye bye. All right. That's ourshow. Thank you so much for listening. If you love the show, please ratereview in the apple, podcasts are spotted by APP. Send it to some of yourfriends and make sure to hit the subscribe button. A reminder Thisepisode was brought to you by six cents. Powered by AI and Predictive Analytics.Six cents helps you to unite your entire revenue team with a shared setof data to achieve predictable revenue growth. I had a lot of fun today. Hopeyou did too. Now will crush your numbers. Say something? Mm hmm.

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