The Pavilion Podcast
The Pavilion Podcast

Episode · 1 year ago

Ep 93: Be in a Position to Get Lucky w/ Asher Mathew

ABOUT THIS EPISODE

Ep 93: Be in a Position to Get Lucky w/ Asher Mathew

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

Hello and welcome to the revenue collected podcast. I am your host, Brandon martin and you are listening to Is this a good time The show where I ask revenue collective members and really basic questions, they have great answers, it's about 15 minutes you get the drill at this point we really shows Tuesdays and Thursdays hit subscribe, get them all just like Pokemon, where's that Catch em all. Whatever our guest today is, Asher Matthew VP of Revenue at demand Matrix and we talk about how you can put yourself in a position to get more lucky 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 customers align sales and marketing on a single platform to deliver a unified customer experience where people are free to have a conversation with the business at any time on their terms, learn more at dot com. Alright, let's do this episode 39 is this a good time? All right, thank you so much for being here. Asher we have Asher Matthew, he's the VP of revenue at demand matrix out of san Francisco. So great to have you with us. Thank you. Thank you for having me on and hello everybody and looking forward to sharing some stuff that I've learned and in hopes that it helps you. And as always, my model is if you hear something that you like or don't like, please reach out to me and tell me because I've learned so much from everybody who has helped me and it would be great to get back. Love that love that we'll uh we'll make sure people can get in contact with you revenue collective or not. All right, so, all meat. No filler. Let's jump right in tell us about your current role and how you got here, you know, the career progression to get here. Yes. So I've been in sales for a very long time and then I took some time to understand how business development specifically works because I wanted to have a holistic view of the business and then through all the experiences of the last four companies that have been a part of. Ultimately, I realized that you have to pick a lane, you're either...

...going to be part of the product engine or the engineering engine, you're gonna be part of the company engine, which is like finance legal in HR or you can be part of the revenue engine, but you have to pick a lane at some point in time if you would like to take greater responsibility on. And so I decided to take the revenue engine responsibility. And it was a extremely conscious choice because there is a lot of belief and discipline that you have that comes with it, that you have to internalize. Okay, tell us about it totally. Okay. And so, so the mist over is like, like only sales people can actually move up the ranks through and become, let's call it revenue specialists or revenue leaders, right? And actually there's another framework behind it that if you deploy, you can come up through any of the revenue challenge, whether it's sales, marketing, customer success of this death, right? Those are kind of the four categories of revenue. Um, and actually sales marketing, customer success and business development. Okay, I believe this. Well, let's see if it works. I mean, I mean we're still, I'm still on this journey and let's see how far I go. But the framework is in at least the way I've been taught and whether it was through education exposure experience, that people need to think about the time that they spend in their professional lives perfecting either their inspirational skill set, which is, can I inspire somebody? 1 to 1? Can I inspire some people in small groups is 1 to 10. Can I inspire people in small town hall meetings, which is 1, 200 then there's the grand stage like inspiration, right? It's like 1 to 1000 or 1 to 10,000 because the level of effort is the same as the skills. That is the same, right? So that's the inspirational skill set of an executive. Then there is the, what we call the strategy portion of, of the skill set, which is trying to understand the...

...ability to try to understand what is happening in an environment and your, your business just happens to be one piece of that environment, right? Understanding how you could have fear and unfair advantage. And I want to point out that everything has to be ethical, right? But there are some like arbitrage and other things that you can you can do, which is all fair. And a lot of people actually try to do to try to specialize in this part of this framework, right? And then because it's somewhat sexy, right? Like everybody just thinks that like the final strategy, I've got it all, but the strategy is to talk about decisions, values and how you're going to go build with the machine that you're about to go build. And then the third piece, which I think is actually the most important piece of this, at least for future Revenue Leaders is the piece of operations. It's basically the plumbing that everything is built on or your entire revenue and General Revenue Machine or Revenue City is built on and not many people actually triple down and sit with the front lines of operations folks to understand what's happening there. And so what happens is two pieces of this revenue engine suffer. One is your revenue individuals work experience suffers. And then the people who you're serving and the way that you want to earn that business also suffers. And sometimes executives do like little tricks where they'll be sitting at lunch and they're like, oh, let me go put in a inside sales request and see how fast I get a response. Right. Well that maybe maybe find the fast pace is fine. But was that a research response or not? And again, it's this little things that if you were to try to become a customer of your own business, you will learn very quickly where things are broken because your revenue leader, if you sell you the revenue leaders and the experience is crappy. Nobody's gonna buy for Right. Right. Love it. Love it. This is...

...interesting. Well look, let's move on to something that I find is important. You know, I think my luck and hard work end up creating a great career. Give us an example of the luck or hard work that kind of helped you to excel, you know, your path. Yeah. So this is about opportunity management. This is purely follow, but the reality is is there's a lot of luck involved, right? But there's also a lot of planning involved as well because if you put yourself in the right places, you will do something great. But given that you have the right beliefs in the right mindset, right? I'll give an example. If you want to be good at tech, you need to be in Silicon Valley because it's not because the funding and etcetera etcetera. It's because you're going to be around like minded people and there's lots of them. Yes. If you go to like, like, I don't know, Tennessee for example, right? Or some some of the states right? Like, and there aren't tech people, but there's a lot of manufacturing folks there and you want to learn about supply chain management, that's where you gotta go. So if you want to be lucky, there is a place to increase their odds and you have to be here and then it's a matter of waiting and earning your turn, right? And yeah, how far is that? Maybe you have a comment? I think it's interesting for you to say this now in a world where we are almost all remote. Right? And so obviously we're getting back. I hope by the time everyone is listening to this, we're like full on back to in person, maybe masculine, who knows? Whatever is the safest thing for everybody. But I wonder if this is the moment where that's changing. Fortifying too. But there has been years and years of training that folks from Silicon Valley that even they moved to like Russia have had. Right? So you've got to find the people who have been trained in that environment because this is about muscle memory and it's about mindset. Right? And so, so if you can get with...

...people who will be gracious enough to share how they did things with you, I think you'll be, you'll be lucky every single type. Well look here. I mean, I like the idea that there's kind of like a way to increase your luck. Of course there is, Right? And I would even say the kind of counter to you have to be somewhere is revenue collected because you don't have to be anywhere and you can reach out to leaders across the globe to help you with your problems and you are with like minded people except it's online and in a slack environment and in in an email exchange or like, so it's kind of nuts. I mean, I think we're in this moment of shifting this idea of where the community is right and I know I know that you know, we met because of this and we sit in a place where this is the luck, this is the community is the revenue collective. Yeah, I'd love to give a shout out to Stephanie cox and Kathleen Booth, both of them who were gracious enough to spend time with me. Stephanie actually spend time with me and showed me how to build a Wordpress site night and, and even as a VP, you should be doing this, but you need to know the public right? And Kathleen Bill to actually took time to help me understand how to do a podcast. And both of those, I used to make myself, let's say more lucky right now. I shared with them how partnerships work, right? Because I knew a thing or two about those things, right? And then we all come together. But again, both of those people or all of us are connected with people that have either spent a lot of time in silicon Valley or new york or someplace, which is that there is a large concentration of people focused on delivering technology solutions and serving customers, right? So we go back to the same. The community may be virtual, but the people and where they grew up is still the same. Yeah, I hear that. I hear that you step, you're stepping on the shoutouts part of the pod. Sorry, Okay. We'll get back and while you're at it, what is your podcast, let's make sure people know. Yeah. So my podcast is called Sunny Side Up Media and we built...

...it because we wanted to focus on go to market insights and data science insights because the company that funds the podcast is called Demand Matrix and we are a data company. We actually want to work with data enthusiasts versus people who just look at data as a novelty. And so we leverage the podcast to connect with executives and work with them and get to know them and help them understand and appreciate data. And then once they are in that zone, we asked them for the right to earn their business and it's become a channel for us. Well look, I mean, my next question to you of course is what is your best tactic that you can share with us? It sounds like you just did. Yes, I did. 100%. I mean, I mean, so just like everything else like as revenue leader, you have to think of like things that are repeatable and I would say fun, right? And so I would say the podcast and working through the mechanics of the podcast and creating creative and fun work for everybody that's around in your team is going, it's going to flourish, right? And I'll give you an example like my, my SDRs did not want to do sTR work through covered because nobody was speaking of the phones and they were just getting tired of getting rejected. And we would go to the same meetings every single week about like how how many emails that we sent out was the connect rate was the click through ratio etcetera. Nobody wanted to do that. And then we started doing the podcast and guess what? I don't have to manage the podcast anymore. My entire team is so high on understanding and working with, you know, the executives than just knowing who they are. Yeah that they create the stuff, they curate the stuff and now those folks are picking up how to do podcasting well and how to create relationships and then so quite frankly ask for the right to earn their business. Nice. Nice. I like that. Well I'm glad it's working out. We you know still this day I've done 40 of these...

...episodes and I don't even have the bike podcasts up and running. We one day one it's a process, it's a process. You know you talk about how how how you've changed a little bit of the mentality on your team. Any open positions, What are you hiring for? Yeah, we're hiring for three enterprise account executives who want to work with large companies and work on the data problems, the beauty data problems and the BdB data is accounts and leads and you know, we call them form a graphic demographic technique, graphic and intent data. And the folks who really care about making sure the data stack of businesses is right, sized and optimized and used well to again serve customers better. Those are the folks who we would love to apply and join us and we're on this journey like we're here, we're gonna we're gonna solve this. We've already solved a bunch of this from a techno graphic data perspective and uh we're on a mission to deliver the best B two B data stack to companies. Nice. Love it. All right. We'll see if we can find those people for you while you're at it. I know you gave a couple already but who you know who else you want to shout out? Both up and comers and and folks who are maybe more established. Yeah, I would I would also give a shout out to chris similar and tyrannical and who are also like fellow ex VPs of biz DEV and I know like I want to say the word like that they have left, but like everybody is kind of trying to understand how do I figure out the revenue engine and how do I make it a fun relevant like thing that people love to spend time in and they don't think of like cold calling is like the worst thing ever that they have to do. And so those two individuals have been extremely smart. We actually built a little community for biz dev folks to like support them and help them to go and learn these things because there was no no place for them to go to. And they have done a phenomenal job of supporting other people. So I...

...definitely wanna give a shout out to those two guys, love it, love it, cool. And any up and comers that you're, you know, you think are rock stars in the making. Yeah, I would like to give a shout out to my team who are about the way all based in India. And when I started working with this team, everybody said, well, you know, they're indian based team, they're gonna have this accent problem, this problem, that problem etcetera, etcetera. And then I just looked at them and, and, and by the way, like even me, like at some level I thought the same thing to, but then he said, why do we give it a shot? Like let's see what actually happens and let's try to see if we can motivate, inspire and teach these people to do great things. And one of them is now taking on his name's Snoop, he's taking on the entire production of my podcast right off our podcast for example, right? The other one is, his name is Shabaan, he took on the role of trying to go take on mid market sales and he's never sold data before and then uh it's crushing it. And then I have another gentleman by the name of the Daesh who literally is like is a hustler and what do like 200 task today if you gave it to him? Right? But he had to actually learn how to communicate with people and with executives and all these people by the way, learned how to engage and communicate with very senior executives at companies and they're lining up all of everything that's happening with our podcast. Wow! Alright. Well look, that's incredible. And I like when people give a shout out that I'll shout out to the team that you picked yourself. So you really did pat yourself on the back a little bit. I'm just getting uh some of those folks are already here. All right. All right. All right, well look, all that other stuff, All this is for everybody else. And then there's the question for me, where are we eating? Give me a spot that we can go eat. Uh You want to go Even if you're close by to san Jose California, we should go eat at this organic mexican place called a key,...

...which makes amazing agua frescas. So if you're an agua fresca guy, we should definitely go hang out there. Nice. And how do you spell it? Uh Aqui A Q. U. I. AKI. I give you a beautiful, we're going there together. I'll get myself out to san Francisco at some point this year. That's for sure. Asher, It's so great to talk to you. Thank you so much. Pleasure. And uh looking forward to keeping in touch, man. Thanks for having me on the show. All right, that's our show. Thank you so much for listening. If you love the show, rate review, send it to friends. You know, do this stuff. A reminder. 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 a lot of fun today. I hope you did too. Now we'll crush those numbers. Say something. Mhm.

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