The Pavilion Podcast
The Pavilion Podcast

Episode · 4 months ago

Ep 182: Building Sales Communities w/ Scott Barker

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Ep 182: Building Sales Communities w/ Scott Barker

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

Hello everyone and welcome back to the Pavilion podcast. Happy New Year Again. If you didn't hear my last episode, I am your host, Brandon Barton, you're listening to. Is this a good time the show where I put Pavilion members on the hot seat for 15 minutes. We hear their incredible stories, we really shows on Tuesdays and Thursdays, so hit subscribe. So you do not miss hearing from our experts. Our guest today is scott barker. Everyone knows scott. He's the director of strategic engagement over at outreach, amongst other things. Partner at the GTM Fund. We talked about building sales communities and just communities in general. This episode was powered by show pad, the open end to end platform that makes B two B buying and selling easier, transform your team to have a high impact and differentiated customer conversations in today's environment. I want to see a revenue enablement technology that provides every customer facing team with required skills, knowledge and content to have impactful conversations with your buyers head to www dot shop dot com to learn more. Alright, let's do this episode 89 Is this a good time? Alright, I'm so excited, excited to have our guest today. It is scott barker, he is the director of strategic engagement for outreach. He's also the one of the co founders and venture partner at the GTM Fund, which I'm fortunate enough to be a part of that community as well scott. So great to have you on. I can't wait to chat. Who knows where this is going to go Man Brandon. Thanks for having me man excited to be here. Well I'm, you know, I'm I'm gonna make you go through the questions I ask, even though there's a lot of interesting stuff I want you to be able to talk about, but like we all meat, no fillers, we just, you know, go into your career, bring us back to kind of where you started and how you got, you know, into outreach um and and tell us about, tell us about what you doing outreach, but then also do like a little side piece on GTM, like let's let's do this, the GTM commercial as well, let's do it. Um Okay, so I'm currently the Director of...

Strategic Engagement and outreach. What does that actually mean? It's sort of a made up title um you know, we kind of created this role um and it's really about unlocking networks within the broader outreach community to help drive pipeline and accelerate deals. You know, we live in this hyper hyper connected world where even the most like untouchable people, you know, the C. R. O of square or like, you know, the Cros service. Now, these people that are difficult to to get in touch with, it's not that hard to get to them once you're at the size of scale at outreach, someone in our executive team will know them, someone on our board will know them. One of our Vcs that have put money into outreach will know them so we can get to them somehow. And then it's about how we engage and educate them from their and it's kind of about building champions before we need them. So we can go into more like kind of tactical stuff that we do there. But that's on the outreach front, it's a lot of fun. It's a very enjoyable dynamic role. And then, yeah, the co founder, venture partner at GTM Fund, the VC fund made up of all, go to market leaders and we invest in early stage software companies and our look at sort of the venture landscape is, it's sort of turning into this this bar Bell where capital is becoming a commodity quite quickly and you have these big firms on one side flooding the market with cash. We see bigger seed round series, a like this huge monster rounds. Um, and then on the other side of the bar bell are these like hyper niche funds that are popping up that are really valuable. And founders were finding when they're taking these big chicks they're carving out more for this strategic section because they know they're going to have these big growth milestones to hit. And we wanted to be the needs to focus on...

...people who need to go to market, help people need to go to market hiring. If you're a technical founder, we could help you actually scale up your business. So, um that's where I'm at right now. I can go into the, the story because I want to hear. Yeah, I want to get now. That's that's the today let's go back to the origins because I mean like yeah. You know I you know, where did you, where did you start? What did you write when you got out of school? Or did I mean, I don't even know did you do college? Give us a story? Yeah. So I guess my story is one of building really strong networks and relationships, taking calculated but massive bets on myself and trying to help those around me as much as I could. Um So I dropped out of college. I got a bit of a college. I did um I was in business classes. I remember and this is a true story. I remember asking my teacher if they had ever started a business or never been part of a successful business and I got the answer and the answer was no. And I didn't do like a whole like I'm out of here, but I didn't go back to that class anymore. Yeah. Yeah. It wasn't wasn't quite that Hollywood, but um and I knew I wanted to start a business. I didn't know that. It didn't feel like at the time business school was set up to, you know, teach me what I needed to know. So I dropped out, solve the first problem I saw which happened to be college kids hated laundry. So I started a laundry subscription service called dorm V. I. P. With a buddy of mine who we have now linked up and we worked together again, which is really funny. Um But long story I learned a lot, I found out I was really strong on the sales and marketing side of the house, maybe not so much operationally and I had some gaps that I needed to figure out, so after that, you know, your hospitality guys, so I bar tended...

...for a bit um you know, worked on my people skills. Bartending is a great way to interact with, you know, hundreds of people a night and you get an act for just conversational flow and how to interact with different people. Um That led to my first B two C. Sales job, someone that would come into my bar was like, hey man, you gotta, you gotta get into sales. I was like, oh I've actually, you know, thinking about it, I had my, I had success everywhere, I went in, sales was always top of the leaderboard, had moderate success, you know, at 22 years old, I was managing a team of 14 sellers, um pretty high intensity boiler room esque vibes, but didn't know that anything else existed, right? Like just you know, we'll give you a pass fine. Yeah, this was, this is what I thought the business world was right and I guess from there, I found my way into tech kind of hit a ceiling, I was in the travel industry at the time, I felt like I hit a ceiling, found my way into tech, uh, I thought I would get like a director level position right away. Um, wasn't the case I was young. Um, and so no one would give me a manager position. So I started at the bottom, I started as a BDR, climbed up the ladder very quickly got into more of like a partnerships BDR position, ended up being able to build out a successful program from scratch here in Vancouver higher grade team, you know, build it the right way and had some success. And I guess through that time I started using media, uh, to gain extra leverage in my career through things like linked in and podcasting and, and webinars and stuff. And I guess one of the more notable things I did was I helped build the revenue engine at sales hacker built out of kind of great partnerships there,...

...one of which was outreach, which was, they eventually acquired us in 2018 and I've been there ever since. So, um, you know, I've been lucky, right, And you gotta tell me, how did you and max cook up? Because right now, you know, uh that, you know, max is obviously also a venture partner, co founder of GTM, it's like you guys did sales hacker together and I will reach together. I mean, what's where's the friendship start there. So I always really stretched myself in my career. And so I would always go for the promotion, I'd always go for the next thing. And so when you spread yourself thin, there's obviously gaps you have to fill and I legitimately use sales hacker to fill a ton of those gaps. Sales hacker was a media resource for um, you know, be to be sellers and I would just copy what a lot of these people were talking about on like blog posts and put it in the real world and it would work. Um, I was a big fan and I guess their marketing team got wind of some of the stuff we were doing using video and our sales process asked me to come on a webinar, that's how I actually met gitano. Um, and just started following max. I had never met him and then he posted on linkedin, um that he was looking for, like this head of partnerships kind of revenue role, um And I tossed my hat in the ring, I beat out 400 people for that for that job. So it was, it was crazy, but that's that's crazy. I mean, it kind of starts to step on my, my question about luck because like, thinking about the timing of you, you know, looking at Lincoln at the right, I mean obviously, you know, these are all that, this is all the culmination of all the hard work that you put in, but like looking at Lincoln at the right time seeing, seeing the right post and the application and getting that and like and Gosh beating up 400 people for the role. That that's insane. It was it was wild. I was actually...

...super happy at, it was at a company called Media of L. A. You know saS company built this great program and hired a lot of you know friends, we were kicking ass. Um But it just felt right. I remember being at a conference actually when I saw it, you know how conference life is like a hectic schedule and I still managed to like work till like three a.m. In my hotel room to fill out like he had all these exercises you had to do was very labor intensive interview process. Um But I kind of just went all in when I when I decided I wanted to do something I do, I jumped off. Nice man. That's crazy. Well look, you know, being in and around the world of sales for forever here. Um You must have some tips and tricks. Give us a tactic that you think people are like under leveraging or like something that when you say that even some of the companies that you invest in um you've got to be doing this like how come you're not doing this go go even basic for me because I'm sure there's people listening who like here all the like the really you know third level stuff, but like what is a seed stage founder or a series eight founder have to have to do, like what? Give me some of the basic playbook? Yeah, so on the basic level, I mean if you're not leveraging, founder led sales by building a brand on twitter linkedin, whatever you want to do, you're missing out. You know, the only people I know who aren't struggling to create pipeline or struggling to hire people right now or people who have built great brands for themselves, you can do that as a founder, you can do that as executive, you can do that as a BDR. Um you know, people here that a lot, but when we talk about basic, that's one and then second is showing up in communities or creating your own, um you know, there are amazing communities like Pavilion, but their communities for absolutely everything. And you know, if you're selling to accountants, you're selling...

...to construction workers, whatever. Those people are living somewhere online or in the real world and you need to show up and if you sell to the oneness that doesn't have a community, well, boom, that's incredible creativity, build it. I love it. And and look just, you know, the whole phrase, build a brand could mean everything right. Um are you saying like, you know, let's say for those of us that are in B two B. Sales, not B two C. B, two C. Is a little different, but for those of us in B two B, you know, are you saying, Hey, I want to see, you know, 23 posts a week on linkedin of something that actually matters to your audience or is there something brand can be brand, brand is your digital self. So right now, what we're doing is we are leveraging our time right now to create a digital asset that's going to live on and be a beacon for interesting problems and interesting people to find us for the next five years. So go create those beacons, whatever they look like for you. You want to, you don't want to linkedin. I don't care, go do twitter. If you don't, you don't like any social media platforms, create a podcast or you like to write, go do a substack newsletter. Like it's your creative digital version of yourself that you want to put out in the world. Yeah, I did it. I mean, not met of our stuff folks, not, not, not that level of digital. I mean, we're going there anyway. You could be aboard a, you know, for your profile picture all you want. No, no, no. Waiting for the like linkedin profile pictures were soon, there's going to be like, we're going to be able to see who's successful by like they're going to have like, I don't know, gear on their profile picture, it's all coming. Oh God, hey, here's, here's an interesting question for you, Um, off topic a little bit, but like is there a linkedin killer out there, You know, I find so many people in the, you know, so many of the...

...communities that I'm a part of that were part of together. Um, you know, Not, No one Loves Linkedin. Like there was a moment where like I did, you know, perhaps a few years back and it was like really strong, but now it seems spammy and like, it feels like it's at, it's at that peak point when everyone started leaving facebook because it got like weird and whatever. I feel like linkedin is in this place. Like what's next there? Do you have an opinion? And if, if not like fine. But yeah, I feel like these things are always eb and flow and there's always new social platforms and people thought club hosts might be the new thing and then that kind of like fizzled and you know, we were in a cool one called fireside, which is like a podcasting app, you can also enter FTS. Like there's a lot of people doing really cool things. I think one of the issues is like, even, we see with facebook, people don't like facebook, but like people still use it to like use facebook to log into stuff and like, it is still useful. Like when I planned an event, we had an engagement party, like facebook is still like the easiest way to like get your friends on an event and like once you hit a certain threshold of scale, it's just so hard to compete with that. So I think people will take bites out of these twitter facebook and, and linkedin, but I think it's gonna be pretty difficult, he's throwing them completely at least in the short term. Yeah, I think, I think, I think this is more of like a selfish desire to have something where you know on linkedin where it's um you know, you actually are connected to people, there's so many times that I'll find somebody who, let's say I was trying to reach out to and and their friends of a friend or something and I reached out to that person, hey, do you actually know them? No. Right. And you know, everyone has, everyone knows that, like, I don't, I don't really know that person, they just follow me or whatever. So if you look at linkedin is like a community um it will lose a lot of market share to communities like, like pavilion sales have all these like more like micro niche communities that really do serve the members. Like I...

...think there's this misconception as someone who has been a part of building communities that I used to think that a community was more powerful, like the more nodes in the network and I'm starting to think that that's not actually the case. Um it's once you get to a certain scale, like the, Let's say the top 25% are driving a lot of value for the bottom 75% if that makes sense. And it doesn't get pushed up if that makes sense in terms of just like I feel like there's also like critical like a critical mass and and then there's like a way too much like I mean just a bad analogy perhaps, but I'll just spit spit spitball on it. But like it's kind of like going to a concert like I'd love to see a band that can fill a stadium but do it in a in a in a 2000 person venue, right? Like yeah with 2000 people who want to be there and know the know the lyrics and like respect the music like. Yeah that's kind of that's kind of what I feel like some of the niche stuff is it's like, oh we're kind of in V. I. P. You know, totally, totally. And you think of the best concert you've ever been to? Certainly for me it's when like I caught my favorite artists when they were coming up and you do get to see them in that intimate setting with all these like and you're like, wow. And then you go see them again, you know that that's not the same because now there's it's like almost bastardized, you know. Yeah. That's exactly right. Well well any anybody you're hiring for hiring for which is hiring literally everybody position. So if you are want to join truly one of the most incredible teams in sas certainly the most incredible team. I've been a part of whether you're in product marketing sales, you know, you name it, probably got a slot for you. Um go check it out, just outreach careers and then our...

...portfolio companies also, if you want to go earlier stage, you can go to the GTM Fund website, we actually have a job board. Um if you want to get like on the bottom level of what we believe our future unicorn companies, there's some really cool rules there too. And and and and and it's actually for those companies as well, it's it is every single part of the company is being hired for. That's that's what you do when you get money, that's what you do when you get funding as you go higher all the departments. Um and then any, any particular shoutouts you'd want to give for like, you know, content or people that inspire you or Yeah, I'll give some shout outs. I mean my partner max Altshuler has great, great content, check out his stuff. I think he'll probably start writing more about some of the pc trends and stuff that we're seeing that he writes a lot about, you know, sales engagement and interesting things. Someone I'm just super impressed with all the time is mel finally she's the founder and ceo of spec it, she's got a great twitter presence, just a really sharp, exciting up and coming leaders. He's building an incredible company and he's just an awesome person as well. Last person I'll throw in sam nelson um of blue haired fame or I think he changed it to crimson. Now he's an incredible beauty leader at outreach and like hyper tactical stuff. I feel like a B. D. R. E. Trying to get better. Nice. I love it man, that's great. Alright. And all that other stuff is bs this is the most important thing to me by far. Give me, give me a fake like a favorite restaurant. Maybe. I don't know about it. Maybe I do give us a spot we should go eat. Vancouver has got a lot of good restaurants. I eat out way too much. I'll just do the one last night it was fire is the first time I've been there but I've heard really good things that lived up to the hype place called on and key A N. G. And then key on on and...

...key. Um it's a Vietnamese restaurant in Vancouver, incredible, incredible food um from everything we had was was really good. I love it. I would, I would feel like this is the part to say that if you don't know this, Vancouver is like Loki the best food city in like the pacific northwest notice just get over the border instead of going to Seattle or instead of going to you know, Portland's like get up to Vancouver because it is, it's like every little niche of asian cuisine is fire, incredible indian food, incredible japanese food, incredible Vietnamese, the incredible chinese food, some of the best sushi on all the west coast, but like yeah, for sure, awesome scott. So great to have you on. Thank you so much man. And, and I, you know, I'm just such a big fan and I'm so psyched to, to be able to, you know, be a part of so much of what you're doing and stay connected like that man, Thank you. Thank you so much man, this is a lot of fun. Alright, that is our show. Thank you so much for listening. If you love the show and you're having New Year's resolutions, those resolutions should be to send this show to your friends, maybe rate, maybe review, maybe do it in the apple podcast up, maybe do it in the Spotify app. Either way, this pavilion podcast was powered by Chopin for opportunity preparation and opportunity execution show pad has everything your team needs to have value, provide insights and engage with your customers. Want to learn more about show pad. Head to www dot show pad dot com for a personal assessment of your enabling journey. I had so much fun today, I hope you did too. Now.

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