The Pavilion Podcast
The Pavilion Podcast

Episode · 3 months 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 revenuecollected podcast. I am your host, Brandon Barton and you are listening toIs this a good time the show where I ask revenue Collective members somereally basic questions. They have incredible answers and it's about 15minutes today we are talking to Sarah archer, she's the director of sales andmarketing at chart mogul and we discuss how to crush your next conference. Thisepisode was brought to you by drift. More than 50,000 businesses use driftto grow revenue and increased customer lifetime value faster drift helps theircustomers online sales and marketing on a single platform to deliver a unitedcustomer experience. Where people are free to have a conversation with thebusiness 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 herewith Sarah archer. Sarah, thank you so...

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

...customer data and transform it intometrics that are helpful when you're trying to make decisions about enteringnew markets, pricing and packaging, expanding all kinds of things, fixingturn etcetera. So it's a great gig, awesome. Very cool. And so let's gothrough a little bit of your career. Pretty pretty interesting you know kindof getting into sales and then. Gosh why over there? Sure. So I ended up insales 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 topay down my university bills. So they said want to make some cold calls wannago along for a ride and learn about sales. And so I learned the Salesforceecosystem now so long ago that that knowledge is a bit outdated but it waslike 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 ofhelped me when six years ago I decided to move to Germany with my partner whosaid hey there's this great analytical geochemistry job in Germany. How do youfeel about moving to europe? So I kind of threw caution to the wind then thereI am. Oh my gosh so and so you've basically been working remotely fromtheir right, you said basically for six years. Yeah that's correct. And I can'treally find them what it would be like to work in an office again, wow. And Imean look we'll get to like what your best sales tactics but give us sometidbits on remote work, what has kept you involved? You keep us hours likeyou know. Yeah, so it's interesting. My boss and our ceo is in Seoul Korea butI also work with colleagues in Canada to include Vancouver, so if I'm notcareful like I can work stupid amounts, what I do is just break my day. So Ireally feel my brain is sharpest early...

...mornings and between 12 and two liketotal party so I might go work out which is why I'm in work out clothesnow, I might run some errands especially when the grocery store ispretty empty and then I come back online and crying through the rest ofmy day which allows me to chat to our customers in America. Got it very cooland how has been learning the language? Did you have any german before goingover there? Oh gosh, my german is still a bit abysmal but I try, it's aconcerted effort because when you're working full time like upscalingwhether 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 hourof german every day and I just started treated like a hobby. Like luckily mynative language is english and most software is sold in english except foryou know, in a few localized or specific situations. So yeah, I foolaround and it's kind of like keeps me...

...sharp like a student very academic ishow I treat it. I like that. That's super cool. Well look I I always askeveryone about both luck and hard work and their career and stories of eitherone into how you got where you are. Do you have any kind of particularinstances 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 strongbackground in sales operations and I joke that I've ripped and replacedMorsi Rms that I'd like to count and that like behind the scenes plumbing isa stupid amount of work. It's crazy because what you need to do is you needto understand a lot of the technical components. But the worst part is thatyou didn't have to just wrestle pages and pages of Excel exports and so youknow, I've struggled with Excel...

...formulas and de duplicating data,emerging records and I guess I'm grateful for that because it's given mea good understanding of how systems are built and how data is integrated. Andthat's especially useful at chart mogul where our product relies heavily onintegration. So yeah, it was wasn't fun. I don't open Excel with much joy but Iwould say yeah gathering requirements for an implementing CRS has been a bitof hard work that's helped me get where I am. What actually also sounds alittle bit like that discipline of understanding how all these things worktogether and how to run a business off of your metrics. Clearly was goodpreparation for chart mobile right? Like clearly was you know, stroke ofluck 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 operatorsthe same thing. Yeah. I joke when I had...

...the opportunity to tell people, I saymany years ago when I was working at the Salesforce consultancy synapticadvisory partners, the head of product said, Hey Sarah, could you build eithera custom object or just build something in Salesforce that allows us to reporton 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'tknow what I was doing and didn't maybe delivered something that was functionalfor like a week. And so it's so I feel so grateful to say that I work at chartmogul that now provides monthly recurring reporting for people like methat were struggling with figuring out how to do that themselves. Well, I'mnot sure that Salesforce has figured out how to handle monthly recurringdespite being like the SAAS company, I'm pretty sure at least let's put itthis way, Brandon hasn't figured out how to use sales for us to trackmonthly regarding. So maybe this is why chart mobile exists. Well look, youknow, you've had a ton of different...

...experience and like, you know, I'mexcited to ask you about like what would be a sales or marketing tacticthat you would say people can deploy tomorrow. Yeah, So I feel a little bitlike I'm giving a secret away, but I also feel that it would be better forall of us if we seriously considered our approach to lead capture atconferences. And I want to talk about conferences because I'm really excitedto get back to conferences and have coffee and face time with the peoplethat motivate me to build this product. I hope at the time this air is we areall like no mask, no everyone's vax blah blah blah should be there. So, sogood. You're perfect. You're talking about conferences, we're all goingsecond 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 andthose are my leads and another inexcusable. Why is that? I thought, Ithought getting business cards was good.

I think that what happens is you get astack of business cards and they might get lost in your suitcase were at a barlater in the evening, but they don't have the contextual information to doreally good follow up and I believe that you're going to spend all thismoney and all this energy exhibiting at a conference. You need to executefollow like we've all been in those meetings where someone's like whathappened with the leads from disaster, what happened with the leads from SASstock? And I think there's just a better way. So thanks a better way andmaybe we won't be allowed to trade business cards, who knows? But I thinkI think we should use technology to our advantage to capture the contextualinformation. We need to say you came to the booth and you told me that youcouldn't build monthly recurring revenue reports using custom objects inSalesforce. 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 abetter experience than thanks for...

...coming to our booth. When are youavailable for a follow up call? Like you didn't see me or hear me reallybeyond the the noise of the conference, which is, it's easy for things to getlost. So I guess that's another thing that maybe we need to combat as buyersand marketers. I like this secret weapon. I mean we're all hopefullywe're all going back. I think the next several conferences that everyone goesto are going to be total shit show parties. And so this might beespecially important because a colleague of mine and I joke that ittook 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 mentalbreaks from home and that, you know, you didn't realize that getting a fewhours alone in a hotel room the night before the show was actuallytherapeutic. Absolutely. This is good. I'm going to remember, you know, getactual stuff with the leads. Well, if if you're going to go crazy, just don'tlose your business cards and maybe you...

...can use a super cool no code app toscan 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 intosalesforce, which is also a huge pain voice Memos does a really good job andit's like a totally underutilized thing because I hate typing or writing orwhatever. But like jimmy loves this. You know, went to this place, what blahblah 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 accountexecutive in the Toronto area anywhere in Canada, but ideally Toronto to covera 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 territoryand 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, whodo you really appreciate their content...

...or maybe even some up and comers whoyou think are the next rock stars. Oh, I was just going to do a shameless plugfor term uncle. We do have some stellar content and we're hiring to contentindividuals to do some industry analysis and content writing. But ifyou like SAS content then our blog is decent. I really admire open viewscontent. I am a bit of an academic at heart and so I think they just puttogether really high quality stuff, Kyle warrior stuff on pricing getsshout outs and the revenue collective community a lot. But it's just such aunder utilized bunch of content because pricing is a really hard topic. Sothose are, I mean that's probably top of list for me and from ST is afabulous newsletter for female entrepreneurs, investors and operatorsthat gets delivered sunday morning and it's just, I love the curation and thequality. It's excellent. Cool, very cool. Well, I like, I like that youwent outside. I'm going to start making...

...this question. You can't say anythingabout your own company because yes, the people that you hired are the new upand comers. I'm sure they are. No, I'm just kidding. Well in any case, all ofthis 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 gottagive 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 minutesfrom a really beautiful beer garden. And so we walk our recycle and it'scalled Clam and Hinrich. We'll have all that for me later. Yeah, If you're everin Tiny Monster, two hours east of Amsterdam. I've got a slew ofrecommendations and while I'm in America, I'm just eating everythingleft and right seafood barbecue. Unfortunately, some unhealthy optionsas 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 restaurantcalled 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 justdelightful. 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 excitedto just keep up and maybe one day, you know, drive two hours outside ofAmsterdam and see you over there in Germany, who knows? Awesome. Well,thanks for having me. I wish you a pleasant weekend then take care. Allright, that's our show. Thank you so much for listening. If you love theshow, please rate and review in the Apple podcasts or Spotify app and sendit to some friends. Make sure to smash that subscribe button reminder of thisepisode was brought to you by drift. The new way businesses by frombusinesses. You can learn more and get the conversation started at drift dotcom. I had fun. Hope you did too. Now go crush your numbers. I'm goingoutside. It's beautiful out.

Say something. Mhm.

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