The Pavilion Podcast
The Pavilion Podcast

Episode · 1 year ago

Ep 97: How to Crush Conferences w/ Sara Archer

ABOUT THIS EPISODE

Ep 97: How to Crush Conferences w/ Sara Archer

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

Hello and welcome back to the revenue collected podcast. I am your host, Brandon Barton and you are listening to Is this a good time the show where I ask revenue Collective members some really basic questions. They have incredible answers and it's about 15 minutes today we are talking to Sarah archer, she's the director of sales and marketing at chart mogul and we discuss how to crush your next conference. This episode was brought to you by drift. More than 50,000 businesses use drift to grow revenue and increased customer lifetime value faster drift helps their customers online sales and marketing on a single platform to deliver a united 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 41 41. Is this a good time like? All right, I am here with Sarah archer. Sarah, thank you so...

...much for being here. Sarah is the director of sales and marketing at chart mogul and she's normally living in Germany except she's living in the States right now so we can do this at very convenient time for both of us. Thank you so much for having me pleased to be here. Awesome. Well look, we are all meat. No filler. I can't wait to hear how you went from D. C. To Germany. And now I've lived there for six years but started chart mogul, Tell us what you do there, Who tell us what the company does, what you do. And then back our way into how the heck did you get all the way out there? Yeah, sure. And I was just saying the praises of remote work because there's not a ton of industry in the small city where I live and Minister Germany. But I'm with chart mogul. I head up our sales and marketing efforts. So many things commercial not customer success that sales marketing and we are in the business of helping SAS. And subscription businesses grow faster using their recurring revenue. So really what that means is we're working with companies like hot jar buffer drift to ingest all their building in...

...customer data and transform it into metrics that are helpful when you're trying to make decisions about entering new markets, pricing and packaging, expanding all kinds of things, fixing turn etcetera. So it's a great gig, awesome. Very cool. And so let's go through a little bit of your career. Pretty pretty interesting you know kind of getting into sales and then. Gosh why over there? Sure. So I ended up in sales really by way of a salesforce consulting partner in the D. C. Area. They needed hands on deck to do like a whole slew of things and I needed to pay down my university bills. So they said want to make some cold calls wanna go along for a ride and learn about sales. And so I learned the Salesforce ecosystem now so long ago that that knowledge is a bit outdated but it was like crash course all things selling selling services and products in SAS. And so I've been doing that since about...

...2013 14. And that knowledge kind of helped me when six years ago I decided to move to Germany with my partner who said hey there's this great analytical geochemistry job in Germany. How do you feel about moving to europe? So I kind of threw caution to the wind then there I am. Oh my gosh so and so you've basically been working remotely from their right, you said basically for six years. Yeah that's correct. And I can't really find them what it would be like to work in an office again, wow. And I mean look we'll get to like what your best sales tactics but give us some tidbits on remote work, what has kept you involved? You keep us hours like you know. Yeah, so it's interesting. My boss and our ceo is in Seoul Korea but I also work with colleagues in Canada to include Vancouver, so if I'm not careful like I can work stupid amounts, what I do is just break my day. So I really feel my brain is sharpest early...

...mornings and between 12 and two like total party so I might go work out which is why I'm in work out clothes now, I might run some errands especially when the grocery store is pretty empty and then I come back online and crying through the rest of my day which allows me to chat to our customers in America. Got it very cool and how has been learning the language? Did you have any german before going over there? Oh gosh, my german is still a bit abysmal but I try, it's a concerted effort because when you're working full time like upscaling whether you want to learn a language or a little bit of programming, it's tough. So I actually use that block in the middle of the day to take about an hour of german every day and I just started treated like a hobby. Like luckily my native language is english and most software is sold in english except for you know, in a few localized or specific situations. So yeah, I fool around and it's kind of like keeps me...

...sharp like a student very academic is how I treat it. I like that. That's super cool. Well look I I always ask everyone about both luck and hard work and their career and stories of either one into how you got where you are. Do you have any kind of particular instances of the influence of locker hard work and getting you to Germany? No, no, but to where you are in your career. Yeah. So one specific instance, yes. Actually calling it one instance isn't quite right but I have a strong background in sales operations and I joke that I've ripped and replaced Morsi Rms that I'd like to count and that like behind the scenes plumbing is a stupid amount of work. It's crazy because what you need to do is you need to understand a lot of the technical components. But the worst part is that you didn't have to just wrestle pages and pages of Excel exports and so you know, I've struggled with Excel...

...formulas and de duplicating data, emerging records and I guess I'm grateful for that because it's given me a good understanding of how systems are built and how data is integrated. And that's especially useful at chart mogul where our product relies heavily on integration. So yeah, it was wasn't fun. I don't open Excel with much joy but I would say yeah gathering requirements for an implementing CRS has been a bit of hard work that's helped me get where I am. What actually also sounds a little bit like that discipline of understanding how all these things work together and how to run a business off of your metrics. Clearly was good preparation for chart mobile right? Like clearly was you know, stroke of luck that you found this position where you can apply all of the toil and blood, sweat and tears that went into running metrics and now and now teach operators the same thing. Yeah. I joke when I had...

...the opportunity to tell people, I say many years ago when I was working at the Salesforce consultancy synaptic advisory partners, the head of product said, Hey Sarah, could you build either a custom object or just build something in Salesforce that allows us to report on monthly recurring revenue? And I like very inexperienced in my career, like opened a dev environment and I was just hammering like walls. I didn't know what I was doing and didn't maybe delivered something that was functional for like a week. And so it's so I feel so grateful to say that I work at chart mogul that now provides monthly recurring reporting for people like me that were struggling with figuring out how to do that themselves. Well, I'm not sure that Salesforce has figured out how to handle monthly recurring despite being like the SAAS company, I'm pretty sure at least let's put it this way, Brandon hasn't figured out how to use sales for us to track monthly regarding. So maybe this is why chart mobile exists. Well look, you know, you've had a ton of different...

...experience and like, you know, I'm excited to ask you about like what would be a sales or marketing tactic that you would say people can deploy tomorrow. Yeah, So I feel a little bit like I'm giving a secret away, but I also feel that it would be better for all of us if we seriously considered our approach to lead capture at conferences. And I want to talk about conferences because I'm really excited to get back to conferences and have coffee and face time with the people that motivate me to build this product. I hope at the time this air is we are all like no mask, no everyone's vax blah blah blah should be there. So, so good. You're perfect. You're talking about conferences, we're all going second half 21. Let's do it. Okay. So the first aspect is not being lazy, it's not showing up and saying I'm going to collect business cards and those are my leads and another inexcusable. Why is that? I thought, I thought getting business cards was good.

I think that what happens is you get a stack of business cards and they might get lost in your suitcase were at a bar later in the evening, but they don't have the contextual information to do really good follow up and I believe that you're going to spend all this money and all this energy exhibiting at a conference. You need to execute follow like we've all been in those meetings where someone's like what happened with the leads from disaster, what happened with the leads from SAS stock? And I think there's just a better way. So thanks a better way and maybe we won't be allowed to trade business cards, who knows? But I think I think we should use technology to our advantage to capture the contextual information. We need to say you came to the booth and you told me that you couldn't build monthly recurring revenue reports using custom objects in Salesforce. And I I found this article or this content that's helpful for you. To me that's so much more meaningful and provides both buyer and seller a better experience than thanks for...

...coming to our booth. When are you available for a follow up call? Like you didn't see me or hear me really beyond the the noise of the conference, which is, it's easy for things to get lost. So I guess that's another thing that maybe we need to combat as buyers and marketers. I like this secret weapon. I mean we're all hopefully we're all going back. I think the next several conferences that everyone goes to are going to be total shit show parties. And so this might be especially important because a colleague of mine and I joke that it took the pandemic for us to realize how important work travel was in our life, not for work for our own sanity. Just to like, you know, you take mental breaks from home and that, you know, you didn't realize that getting a few hours alone in a hotel room the night before the show was actually therapeutic. Absolutely. This is good. I'm going to remember, you know, get actual stuff with the leads. Well, if if you're going to go crazy, just don't lose your business cards and maybe you...

...can use a super cool no code app to scan someone's badge and transcribe a few notes that is going to, you know, and then you don't have to go back and manually enter everything into salesforce, which is also a huge pain voice Memos does a really good job and it's like a totally underutilized thing because I hate typing or writing or whatever. But like jimmy loves this. You know, went to this place, what blah blah blah and like done right, just move onto the next one. So I love it. Good tips are uh All right, what are you hiring for? I am hiring an account executive in the Toronto area anywhere in Canada, but ideally Toronto to cover a huge swath of our north american territory. I have a small sales team. So working at chart mogul presents an opportunity to own a lot of territory and nice book of business. Nice. I like that. Great. We have a Toronto office, I'll get the word out there. All right, cool. So give us some shout outs, who do you really appreciate their content...

...or maybe even some up and comers who you think are the next rock stars. Oh, I was just going to do a shameless plug for term uncle. We do have some stellar content and we're hiring to content individuals to do some industry analysis and content writing. But if you like SAS content then our blog is decent. I really admire open views content. I am a bit of an academic at heart and so I think they just put together really high quality stuff, Kyle warrior stuff on pricing gets shout outs and the revenue collective community a lot. But it's just such a under utilized bunch of content because pricing is a really hard topic. So those are, I mean that's probably top of list for me and from ST is a fabulous newsletter for female entrepreneurs, investors and operators that gets delivered sunday morning and it's just, I love the curation and the quality. It's excellent. Cool, very cool. Well, I like, I like that you went outside. I'm going to start making...

...this question. You can't say anything about your own company because yes, the people that you hired are the new up and comers. I'm sure they are. No, I'm just kidding. Well in any case, all of this other stuff was for everybody else. I am selfish and I asked my question, which is, where should I eat? Give me a spot by the way. I'm asking. You gotta give me at least one spot in Germany and tell me about, Oh, fair enough. Yeah. Well, beer garden should be open and I live about 12 walking minutes from a really beautiful beer garden. And so we walk our recycle and it's called Clam and Hinrich. We'll have all that for me later. Yeah, If you're ever in Tiny Monster, two hours east of Amsterdam. I've got a slew of recommendations and while I'm in America, I'm just eating everything left and right seafood barbecue. Unfortunately, some unhealthy options as well, but trying to sneak in those...

...mid day workouts to combat it. No doubt, no doubt any specific place in the States. I just ate at a restaurant called the Shark in Ocean city Maryland and it was really fabulous. Yeah. From, from Manhattan to some sort of brownie dessert. Like the whole thing was just delightful. Oh, nice killer. All right, well, we'll check that out. Sarah. Thank you so much. Such an interesting kind of path you've taken and excited to just keep up and maybe one day, you know, drive two hours outside of Amsterdam and see you over there in Germany, who knows? Awesome. Well, thanks for having me. I wish you a pleasant weekend then take care. All right, that's our show. Thank you so much for listening. If you love the show, please rate and review in the Apple podcasts or Spotify app and send it to some friends. Make sure to smash that subscribe button reminder of this episode was brought to you by drift. The new way businesses by from businesses. You can learn more and get the conversation started at drift dot com. I had fun. Hope you did too. Now go crush your numbers. I'm going outside. It's beautiful out.

Say something. Mhm.

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