The Pavilion Podcast
The Pavilion Podcast

Episode · 2 months ago

Ep 141: The Importance of Mentors w/ Cara Felleman

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Ep 141: The Importance of Mentors w/ Cara Felleman

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

Hello everyone and welcome back to thePavilion podcast. I am your host, Brandon Martin and you are listening to,Is this a good time the show where I put Pavilion members in the hot seatfor 15 minutes and we get to hear their incredible stories, chose her outTuesdays and thursday. So hit subscribe. So you don't miss anything today. Ihave a friend and guest coming on carafes element. She's a VP of salesand press record and we talked about the importance of mentors throughoutyour career. Really cool conversation and I'm so psyched to have carry on,especially because today is my actual actual birthday putting on a specialepisode. This one was brought to you by insights squared, advanced revenueanalytics and forecasting for today's B two B organizations. Your revenue teamwakes up every day with questions inside squared gives you the datadriven answers in real time. Get 350 out of the box reports and dashboards.Self service, no code. All right, let's do this episode 65 Is this a good time?All right. I'm so excited to have our...

...guest on today's carafes. Ellemann Carais currently the VP of sales at Kresic or she and I had the pleasure ofworking together at Risi and I'm just so excited to catch out. Happy to behere. All right, well look, I'll meet no further. Even though we could be sand do do all the bullshit in the front. Want to get straight to it. Tell usabout your current role? This is a new role for you. Right? So tell us aboutthe current role. What do you do there and then go back because as far as foodtech goes right being involved in food tech, you have a very blueprint career,You've excelled everywhere you've been. But like man, if somebody could followthose steps, that would be a good plan. So tell us about the role first.Awesome. Thank you. So crazy core is a new company I've been at. This is Iguess week three so very early on but really excited and happy to be there.So for those that don't know what trade promotion is, I'll make it as simple aspossible if you ever go to the grocery store and you look at the checkout lineand there's things that discount or you see your favorite brand and maybe it'sa buy one, get one that is what's...

...considered trade And actually brandsare spending 20-30% of their revenue on trade promotions to get new customers.And so the company I work for were actually empowering small to midsizebrands to actually manage plan and execute their trade across retailers.So I've been, as you mentioned in food tech primarily on the restaurant checkside and now I've taken my love for food in the hospitality industry andI'm actually transitioning it into supporting small to midsize brands. Sothat sounds really boring. I'll give you some fun brands and I think thatwill kind of add some color. So if you like totally or simple mills WildPlanet, perfect snacks lilies purely Elizabeth lesser evil, Amy's hint water,those are all current customers of ours that use our trade promotion platformto execute their trades fan. I mean, I, I don't think if anyone's payingattention it's not boring because I feel like CPG food products areexploding right? Um, I mean if you were...

...to just think about the variety of, asyou said, like oat milk available to you, there was only did a super bowlcommercial. I mean this is clearly a huge growing market to have boutique,niche, whatever foods. And it feels like even, you know, in our old world,the world of restaurants, every chef in every whomever, every personality iscoming up with their own products in this space. And I think what's cool is,you know, everyone wants to live a healthier lifestyle and so you'reseeing brands come up with new, healthy natural alternative to your childhoodfavorite things, right? So like you love sour patch kids probably not themost healthy for you, but smart suites has a much healthier version of it. Soyou're seeing consumers have better, healthier options for the things thatthey love and that's what this emerging brands are really putting on theshelves in grocery stores love it. And is it always like, are you basicallyalways kind of enabling a physical...

...activation. Is it always somethingthat's kind of in the store. So trade promotion is typically the discounts inwhich gets a consumer to try your brand. Um Well, I'm not talking about the, youknow, if you go to whole foods and they're giving you a sample that is ina different budget and that's really more so in like in store marketing. Butthis is what are the strategies brands take to get consumers to buy theirbrand for the first time or maybe repurchase? It's all about increasingrevenue. So, but so, you know, even though these products are bought byconsumers, it's not always direct to consumers. So how how does one? So thisis why I'm asking the physical part. Like how does a brand that is maybedistributed through grocery store is going to reach their end consumer withan offer. Yes. So most brands fun facts are not actually going direct to theretailer, usually going through...

...distributors, Katie and Unify are twoof the largest vendors kind of in the space. So there are, it is acomplicated web in which the brand is making deals with distributors. Thebrands are also making deals with retailers and distributors are makingbrand, you know, deals with the retailers. So it's definitely a stickyweb and that is why brands need a place to actually plan and track that data.And historically it's been done in Excel sheets. And so what we're doingis actually replacing Excel and creating a really strong foundation ofdatasets for brands. So I like to say uh Salesforce once upon a time replacedexcel sheets for businesses, we are doing that except for the small to midsized brand food and beverage CPG. It's a shout out to Excel being the greatesttool of all times. Every single business was basically an Excelspreadsheet until it's not even even reservation platforms. Well look, Iwant to, I want to hear, I mean we could talk forever, but I mean, youknow, I always say in the pod that hard...

...work and luck both get you to where youare. I mean I wonder if you want to bring up a story of either or both fromyour past, you know, I mean we haven't even got into the idea of you know,starting a single platform and the single platform mafia and then comingover part of the mafia for sure, but then putting in all the hard work atready, but maybe we can get with this segment with hard work or luck. Yeah, Ithink that um I'm going to talk about luck because I think that a lot ofpeople can understand the grit that's requiredto be successful in the hard work that you need to put in, but I think youcreate your luck right? So I do think there is some part of serendipity, itjust happens, but I'm a firm believer that you create your own luck and theluck that I think I've been dealt is my network. I am very grateful to haveincredible mentors and they have really all contributed to who I am today,honestly, why I got the job at Kresic or, and how I've been able to grow as a,you know, individual, as a professional,...

...as a female leader because of mynetwork. And so how is this? Look Long ago before I actually joined my secondcompany, bit lee, I was interviewing for a company and Andrew Odo was a guythat I was interviewing to work underneath and I wanted to work for him,I loved the company that he was at and he loved me, but he didn't hire me andI reached out and I said, hey, you know what happened? He said, look, we gotacquired by facebook, I actually couldn't tell you and I couldn't hireyou, but I would have loved to hire you, let's stay in touch. And he became oneof my first mentors in new york city and he got me really involved inbattery capital when he was working there and has introduced me into hiskind of network, but also taking me under his wing and now we have a greatrelationship where you know, yes, he's a mentor to me, but also there's waysin which I've been able to help him as well. That was like, look, but bad luck,right? I wanted to work for him and now he became a mentor. Another example ismax, he emailed me on linkedin said,...

...hey, you know, uh sales hackers doingan event in new york city, you should come. I had no idea who max was and Isaid, oh, I can't come, but I actually see that you're connected to someonethat I know and I'm starting a CBD chocolate company, would you be open tohaving breakfast with me? And he was like, absolutely make it work. So I methim for breakfast, it ended up starting to talk about the business I wasbuilding at the time, then created a really long standing three year plusrelationship where he's a mentor to me both from a business perspective, froman investing perspective and now a friend as well. So I think those aretwo examples of mentors that happened from luck, some bad luck, but luck thatI created into a good circumstance and good for max Now now you and I, in thiscase we're both LPS and his fun. So what goes around comes around.Absolutely, we've got to keep network tight because everyone supportseveryone. We've, we've had a lot of fun...

...with the GTM fund shout out, So verycool. Love that. Well, in the current role, obviously it's early, but I knowthat it's a growing business that you guys have and they wouldn't bring onsomebody with your caliber of skills without wanting to grow immensely.Right? So is there any positions you're hiring for currently? Yes, we arehiring for a ton of positions. Um, my sales team has yet to be put onlinkedin in terms of hiring, we're still figuring out the go to marketstrategy, luckily where 100% inbound right now, which is amazing but notsustainable. So we are hiring for engineering. We're hiring for design.We are hiring in implementation customer success. And then I would sayin the next 1 to 2 quarters will be ramping up our sales development andaccount executive program awesome. I would just say to anybody, if you, ifyou are enjoying the conversation and think Cara's cool. Like I think thereis cool just reach out to her and be like I want to work for you somehowbecause who knows, it might be an Andrew Oto, you know, situationdefinitely. And I think that I've also...

...kind of built a name for myself to justhelp people in general find jobs whether it's not a good fit for thecompany I'm working for. But if there's someone that I have in my network thatI can help with or it can, you know, give some of the advice or the tough,tough love that I've received and things that I've learned that didn't goso well, I definitely think that's important and specifically womensupporting women because I think there's not enough out there of theexecutive c suite women and we've got to stick together and help each otherrise up. So I'm definitely here to help in any way. I could not agree more.This is when I get to plug that, I actually got to hire you. So I'm wellsupport of getting more women into sales. They rock they crush. All right,well uh any any shout outs, I know we already brought up a few folks, but anyshout outs of people who who you you know, are you know, find inspiring orlove following their content. Um Well, I think pretty much the consensus isthere's a lot of people in Lincoln that...

...people follow actually was going toplug a book that I just read that I really enjoyed. It was a really easyread. It's called the qualified sales leader by john McMahon. It was a greatread if you are a leader, if you want to be a leader if you are interested insales and building strong businesses. I thought this was a really easy read andit validates things that you've done well and you're like, yep, I feel goodabout that or it gives you insight into like you know what I should think aboutit that way. Love it. And just because I follow you on instagram. I know theanswer to this, where are you reading this book? I was reading, I just took athree week hiatus in between jobs and traveled spain and Morocco. So I wouldsay a majority of that book was read in the balearic island, so FormenteraIbiza in my Orca on a lounge chair with a peanut colada or not even a peanutcause I was something better than that. I would say that if you are, if you areleaving your job and you're going to another job, negotiate time off becauseyou need to reset, you know, you are...

...going to be so much more productive ifyou disconnect from the internet, you disconnect from work brain, totallyrelaxed, blank slate and then you can come in with super energy which I havealways, but now in this new job as well besides the book, any up and comersthat you feel like you want to give a shout to that you have have eitherworked with yourself or just love what they do from afar. I feel like I have alot and then I feel like I would leave people out so I will keep that tomyself because I realized that if I say to people, I'm going to leave out toother people fine, we'll let you just because we're friends will let you copout. Okay, most important of all is my restaurant question, we know all therestaurants in new york together and probably a lot of them in the U. S.Give me something outside the us, you just went on this big trip. Give mesomething from your trip as to where somebody should go eat or I should goeat. Yes. So if you are a quote unquote...

...foodie. Um but you also like theoutdoors. Saint Sebastian Spain is absolutely incredible in northernbasque region and I just went to an incredible steakhouse and when I saysteakhouse, remove the vision that you have in the US. This is seven bar seats.They serve three items. They serve a steak, peppers and tomatoes. They bringout two stakes in front of you. They say which one do you want? They put abunch of salt on it, they cook it really quickly, they bring it out toyou, you watch it cook on the slab and then they have fresh tomatoes with tonof salt and then pardoned peppers grilled and they bring that out to you.You get beer, you get wine super simple. The best steak I have ever had in mylife and I had the pleasure at eating at incredible restaurants by far. Itwas the most affordable and the most flavorful steak I have ever had. What'sthe name of the place or in a store I believe bar nestor. All right, wellthis is just, this sounds like this...

...sounds like the peter lugers of senseof action. It is peter lugers of Saints of action. We only do one thing and wedo it perfectly. And yes, and they will say they have their, the grandmother ofthe man that owns a restaurant. She makes a spanish tortilla once a day. Soit's, it's only eight pieces and if you go two hours before the restaurantopens, you can put your name on the list to get one of the eight slices.Did I do that? Yes. Did I want to do that two days in a row? Yes, it wasincredible. But if you google barna store, you want to look up my instagrammeeting with Kerry, you'll see it. It is literally life changing. I love that.I love the instagram plug, love it. I've been, I've been pretty bad at itlately, but it is a fun fun thing to have on the side. Cara, you'reincredibly inspiring. Always love chatting. So happy for all the, all thethings that you've earned so far in your career and it's just just earlydays to be honest with you now you're getting all the heat of being anexecutive. I love it. So good luck and...

...everything. Thank you for coming on.Thank you and thank you for also being a mentor part of that crew, you know,so I'm happy to be on the call, appreciate you by awesome. All right,that's our show. Thank you so much for listening. If you love the show, pleasewrite a review in the Apple podcast or Spotify absent into some friends. Makesure to have smash that subscribe button reminder. This episode wasbrought to you by inside squared, say goodbye to spreadsheet, forecasting andhello to Sierra and data. You can trust. Inside Squared delivers predictabledeal scoring, unmatched visibility and inspection. An advanced goal managementfor your entire team. Everything you need to take back control of therevenue process. I a lot of fun today. Hope you did too. Now. No questionnumbers. Say something. Mhm.

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