The Pavilion Podcast
The Pavilion Podcast

Episode · 9 months ago

Ep 35: When Marketing Runs Sales feat Stephanie Cox

ABOUT THIS EPISODE

When Marketing Runs Sales feat Stephanie Cox

...the Hello, everyone, and welcome backto the revenue collective podcast. I am your new co host, Brandon Martin, andyou are listening to Is this a good time show where I asked revenueCollective members some really basic questions, and they have incredibleanswers. In a short, 15 minute conversation, programming note will becoming to you on Tuesdays and Thursdays, each weeks of smash that subscribebutton. You don't miss an opportunity to learn from members of our RCcommunity here, any of which of who could be your future boss. Our guesttoday is Stephanie Cox. She's the VP of sales and marketing at looming bait,and we get into what happens when marketing leaders were promoted to runsales. Before we get going with those questions, I wanted to say a little bitmore about this one. Sponsor six cents six cents. The number one accountengagement platform helps you identify accounts that are in market for yoursolution. Prioritize your efforts, engage buyers the right way withrelevant messaging and measure what...

...actually matters with the six centsplatform, you are able to get into more deals, improved when rates increaseoverall pipeline and optimize budget. Spend Toe Learn Mawr, visit six centsdot com slash revenue collected. All right, let's do this Episode one Isthis a good time? Great. Stephanie, thank you so much for being here withus. We have Stephanie Cox, who's the VP of sales and marketing at Looming bait,and we're excited to chat with you today. Thanks for having me on. Eventhough it is a Friday afternoon at four o'clock and I don't have a drink, I wasgonna say just all you need to do is get a beverage. It'll be fine. So, look,as you know, we go through things kind of lightning round style. And so whenyou start us off with you know what your current role is and how you gothere, Yeah, I lied. Sales, marketing, product and customer success that willmove it. So, really, anything that touches the customer is on my team, andI have been in really the marketing world most of my career. For 15 yearsI've worked at, I would say, like medium sized companies as well as largecompanies like Ingersoll Rand,...

Salesforce and really grew up, you know,learning how to do digital is where it all started for me, because when Igraduated college in early two thousands, you know I was young andeveryone's like, Well, you'll figure out like the Internet in the websiteand like the social things right And I'm like, Sure, and it really, you know,worked out nicely for me. But I've had the pleasure of, you know, launchingproducts globally, managing sales teams, you know, taking on product managementand customer success. Now it's been a great ride, and, you know, it's hard tobelieve that it's been almost 20 or since I graduated college. Same for me.Let's not mention that again. So So you obviously wear a lot of hats. It's kindof, you know, faras, the revenue collective goes. We have many peopleinvolved in revenue generation, many people involved in marketing, and Iwould say a handful that they're doing both of those things. That's kind ofinteresting as you've made the transition from a full time market overthe sales side, any kind of advice that you'd be giving, you know, one side ofthe other and how to get along. I've always gotten really along well withsales leaders I think partially because...

I make that. My mission I always hadthroughout my career is you know, if you know, Mom and Dad fight like badthings happen, so getting everyone on the same page is important. But I thinkwhen you take over sales, especially from a marketing perspective, there isa perception. I've never carried a bag. And so sometimes there's a perceptionthat, like, Well, how is this person gonna be able to do it? And what Iwould tell you is, you know, I get where that's coming from, but at thesame token, you know, if I look back to when I started my career, I've alwaysbeen involved in the sales process. You know, I had a boss when I was atIngersoll Rand and we were selling home motivation. Thio. You know, bigbuilders like Pulte Lynn are you know, he used to call Call me the Closer He'slike, you're you're who we send it with the sales team. We want to close thedeal, and I'm like, Don't tell people that, like, I don't wanna keep like,I'm not in sales. But I think what is unique about me is I've always beenpart of it, but never like owned the quota. But I've always helped do it.And I've always, I think, brought a different perspective because, you know,I'm truly trying to help, you know, a...

...prospect or customer. E mean, let's behonest, I'm also trying to sell to them and help the company I'm working for,but it's never been seen that way. And so when I took over the salesorganization, I was, You know, at that time I had been at limit bait, you know,2.5 years, and so everyone had already seen me be involved in the salesprocess. I had helped close almost every large deal we had closed so far,so it wasn't a big surprise to anyone. It felt like a natural. Well, I mean,of course, Stephanie would do it, but it's been fun, but I think there's aperception on the outside sometimes where it's like, Well, how is shequalified to do this like she's never sold before? But I can tell you, youknow, marketing leaders that are strong and that understand the sales process,and I've spent time with sales reps. Executives and are willing to learn andlisten can lead a team and canceling the sales team effectively. I totallyagree. I think I often think that sales people become salespeople way beforethey take the first job. Is this right? You fall in love with a prior to thator seem to grow the skill set, and then...

...you get the job that puts the wordsales in your title. So that's on all that. Well, look, you know, here webelieve that success is always made up of both hard work and luck. So I alwayslike to ask people to give us an example of each. Give us an examplewhere hard work, really, you know, propelled your career. And then alsowhere you got lucky. Yeah, I'll start with a lucky one. And it's so greatthat you mentioned because it's true, right? There are times when you lookback on your career where you realize like I was in a really unique situationthat impacted me for the last 10 years, and for me, that was when I was atIngersoll Rand. So we were this really kind of weird startup environment forhome automation that was D I Y. Inside this $14 billion company and I was incharge of it was like a vague title like I was like the marketing managerfor subscriber engagement, which meant, like I owned subscribers. I owned thepricing I own, like part of the product roadmap, and our product was homeautomation and primarily native APS. And that's where I got started inMobile. So, you know, I started my career there in 2000 and 10, when whichit sounds crazy. But like that's, you...

...know, you're before the APP store kindof came out. So you always have to. You have to think of things in relativeterms. Of course there was. You know, it wasn't there was no absolutely 1010right? So it was kind of crazy, right? Like I started when you know, that wasall fairly new and its infancy. So, you know, I've done blackberry APS. I'vedone android apps. I've done IOS apps because of that role and when you know,we used to debate having a Windows phone app, and that's really where Ifell in love with mobile. And that's also where I got my first experiencelaunching internationally as well, and I kind of just looked into that. Did Iwork hard to get that position? 1000%. But I think also it was kind of perfecttiming, right? Like who knew that this idea of mobile app was going to takeoff the way that it did? Who knew that I would go into other roles, you know,like an exact target. Salesforce and other places later were internationalwould be so important to my role. So it was kind of like a a really lucky breakfor me. All that I got to experience...

...there. That's amazing. And of course,you know, I'm sure hard work along the way. Give us a place where you werehustling your time of your hustling hard. I think there's been probably notime that I've hustled the hardest on that limit bait. Anyone that workedwith me at exact target of Salesforce would probably say I hustled reallyhard there, too. But here I hustle really, really hard, and I think it'sfor a couple of different reasons. One You know, when you're in startups scaleup mode, you are resource constrained. Everything about the company moves asfast as you move. And so I think sometimes people don't realize thatthat the biggest constraint is really you in your time. So to me, I'm hardwork has been part of that. I think that's also why I've grown so much thatlimit personally. You know, when I look at, I came in as the VP of marketing.Then I became VP of sales and took on our sales and marketing. And then, youknow, shortly thereafter, you know, I started seeing problems like I solveproblems with how we were our customer delivery, that we weren't doing it theway that, you know, I thought we should So I have this kind of motto of like,Well, if no one's taking it over, I'm...

...just gonna take it over until someonetells me to knock it off. So that's what I did. And then I took. Then Iofficially took it over, and then the same thing kinda happened with productmanagement. I thought there was some gaps and I just started influencing it.And then it kind of just became well like, Well, you should just own the sun,like clearly your team should on this. And here we are. This is the differencebetween start ups and everything else in startups. When you take on products,no one's going to tell you to stop taking them on. So a so long as you'rebeing successful at it, that that's incredible. Well, you know, I alwayswant to know, you know, one sales or marketing tactic that maybe people thatare listening could actually apply to what they're currently working on orthey're doing. Give us a good example of a sales tactic that we may not knowabout. That that you would say, Hey, works for you. Yeah. So I think, youknow, a lot of people will say, like, the traditional stuff do personalizedvideo, direct mail and, like, yes, toe all those things, I could talk aboutthose. But I fight to think about, you know, what's the one thing that'sreally stood out for us is a brand has been our podcast. Eso is gonna get alittle meta as I talk about podcasting...

...on a podcast. But you know, when youare a company that is not salesforce, that has, you know, multimillion dollarpr spend and you are trying to make noise. The best way to do that is toassociate your brand with other large brands. Sure, and yes, you can do thatwith customers. But that's hard. Like, How do you get your name in the sameline as Amazon? How do your name in the same line as Google? You know, it'sgood. Take a long time for them to become a customer, right? So welaunched our podcast 2018 with the sole goal of getting our name in conjunctionwith other large brands. So marketing and tech leaders at brands like Amazon,Craig Ola, Campbell Soup, etcetera and it wasn't to sell them anything, right?Like we're not trying to generate leads or anything like that. But it was justThio start to position us in the same realm that they're in, and it waswildly successful, like the number I looked back and I go, you know who wegot on the show is kind of crazy that...

...first season, but it is something youcould do today because here's the thing. When you reach out to sales, marketingand tech leaders, almost all of them are willing to talk about themselveslike like, do you get knows? I mean, yes, you do get some of those, but forthe most part, people are willing, especially if you've done your homeworkand you know what they're an expert in and you ask them to come on and talkabout that where they don't have to do any prep work, they'll say yes, that'sawesome. Well, I mean, this is exactly why we're doing this. I just wanted myname next to yours. So So when we see it on LinkedIn, this was all a ployThio to do that and and with your brand. So love it. That's a great piece ofadvice. And and for those of you that don't know Oh, starting a podcastsounds hard. It is not hard. There are tools out there. People could DME I'mhappy toe walk you through that. You know what we do here at the revenueCollective? It is not hard, and it just takes a little bit of time and effort.So love that one. Anything you're hiring for that you want to talk aboutis we kind of wind down. Yeah, I would say I'm always hiring for rock starsales executives, right? Like so you...

...know, there are a tremendous amount ofgreat sales town out there, and I want to talk to every single one of themanytime that they're interested in what we're doing and passionate about whatwe're doing. Cool. I love that. And who could not be passionate about mobileright now, with everything that's going on, any shoutouts on people that thatour audience here should follow that has great content or even some up andcomers that we should look out for? Yeah, I would say I'm a moderator forthe Marketing for Marketers Channel, so I'm a little enamored with everyonethat comes to our weekly marketing talks. So I would say, You know, Ithink if you have a marketing question, I'd highly asked, you know, encourageyou guys to ask that in the ass marketing channel. There's a a ton ofgreat marketers there that could answer it. But, you know, I wouldn't callanyone out specifically, but there's a wide variety of great people that havesome, really, I think, great insights to share. Cool. What about outside ofrevenue collective on LinkedIn, anybody that you're that you love their thoughtleadership and just, like, get inspired from it. Maybe even outside of the biz.Yeah, so my personal, I would say, like...

...brand crash is Burger King right now,which I know sounds really weird. I don't eat their food, I'm have a glutenallergy, so I can't. But what they've done and for his name's Fernandobecause CML is really brilliant in terms from a marketing perspective. SoI'm kind of obsessed with everything that they dio and what he shares,because I think they just have They don't do crazy, innovative thing. Sowhat I mean by that is you know, the stuff they dio isn't something that,like no one's ever done before. They just do it in a way that no one's everdone it, which is cool. Sure, Recently, last year they did this one where ifyou got up to a McDonald's, you can get a free whopper or something. So, like,yeah, that's that was this crazy? I think that's an awesome answer just forinspiration. Cool. And lastly, our last question of the day is always because Iam a restaurant lover and obsessive with restaurants. Give me some place togo eat that. I don't know. Okay. My favorite place in Chicago is called rpmItalian. Nice. So it is, especially if...

...you have a gluten allergy. They havereally great gluten free pasta. That's homemade as well. As my husband says,Delicious other normal pasta. But it's my like my go to place every time I goto Chicago together. I love you. Let us entertain you. I'm a huge fan of theirbrand, so I've eaten there. E can second this It is delicious. Stephanie,thank you so much for being here today. Awesome to chat with you even for thisshort while and can't wait to see around the halls of slack in the RC.Thanks for having me by e. All right, that's our show. Thanks somuch for listening. If you love the show, please rate and review in theapple podcasts or Spotify app. Send it to some friends, or please make sure tosmash that subscribe Button yourself a reminder. This episode was brought toyou by six cents powered by AI and Predictive Analytics. Six cents helpsyou to unite your entire revenue team with a shared set of data to achievepredictable revenue growth. Had a lot of fun today. I hope you did too. Nowgo crush your numbers.

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