{"version":"1.0.0","segments":[{"speaker":"Matt Wolach","startTime":10.5,"endTime":12.03,"body":"What do you think"},{"speaker":"Matt Wolach","startTime":10.5,"endTime":12.03,"body":"of when you hear the word"},{"speaker":"Matt Wolach","startTime":12.06,"endTime":15.81,"body":"marketing? Do you think of cool"},{"speaker":"Matt Wolach","startTime":12.06,"endTime":15.81,"body":"ads that have all these crazy"},{"speaker":"Matt Wolach","startTime":15.81,"endTime":19.02,"body":"pictures? Do you think of great"},{"speaker":"Matt Wolach","startTime":15.81,"endTime":19.02,"body":"emails that are composed just"},{"speaker":"Matt Wolach","startTime":19.02,"endTime":21.06,"body":"the right way that get people to"},{"speaker":"Matt Wolach","startTime":19.02,"endTime":21.06,"body":"take action? If you think of a"},{"speaker":"Matt Wolach","startTime":21.06,"endTime":24.27,"body":"website that looks awesome and"},{"speaker":"Matt Wolach","startTime":21.06,"endTime":24.27,"body":"generates leads, I bet you're"},{"speaker":"Matt Wolach","startTime":24.27,"endTime":27.12,"body":"thinking of all those but I bet"},{"speaker":"Matt Wolach","startTime":24.27,"endTime":27.12,"body":"you also don't think of some of"},{"speaker":"Matt Wolach","startTime":27.12,"endTime":30.69,"body":"the backend execution and"},{"speaker":"Matt Wolach","startTime":27.12,"endTime":30.69,"body":"operations stuff that has to"},{"speaker":"Matt Wolach","startTime":30.69,"endTime":33.69,"body":"happen. The dirty side of"},{"speaker":"Matt Wolach","startTime":30.69,"endTime":33.69,"body":"marketing the things that you"},{"speaker":"Matt Wolach","startTime":33.69,"endTime":37.47,"body":"need to have, or else all that"},{"speaker":"Matt Wolach","startTime":33.69,"endTime":37.47,"body":"awesome creative doesn't really"},{"speaker":"Matt Wolach","startTime":37.47,"endTime":39.84,"body":"work. Well. Nathan Yeung came"},{"speaker":"Matt Wolach","startTime":37.47,"endTime":39.84,"body":"in, he's with fine your audience"},{"speaker":"Matt Wolach","startTime":39.84,"endTime":42.72,"body":"and Nathan did a great job of"},{"speaker":"Matt Wolach","startTime":39.84,"endTime":42.72,"body":"explaining all the things you"},{"speaker":"Matt Wolach","startTime":42.72,"endTime":45.93,"body":"need to have happen. So you"},{"speaker":"Matt Wolach","startTime":42.72,"endTime":45.93,"body":"don't miss out on the benefits"},{"speaker":"Matt Wolach","startTime":45.93,"endTime":48.57,"body":"of all that creative stuff that"},{"speaker":"Matt Wolach","startTime":45.93,"endTime":48.57,"body":"you did. Check it out. I think"},{"speaker":"Matt Wolach","startTime":48.57,"endTime":49.32,"body":"you're gonna like this."},{"speaker":"Intro/ Outro","startTime":49.98,"endTime":53.22,"body":"Welcome to Scale"},{"speaker":"Intro/ Outro","startTime":49.98,"endTime":53.22,"body":"Your SaaS, the podcast that"},{"speaker":"Intro/ Outro","startTime":53.22,"endTime":56.34,"body":"gives you proven techniques and"},{"speaker":"Intro/ Outro","startTime":53.22,"endTime":56.34,"body":"formulas for boosting your"},{"speaker":"Intro/ Outro","startTime":56.34,"endTime":60.27,"body":"revenue and achieving your dream"},{"speaker":"Intro/ Outro","startTime":56.34,"endTime":60.27,"body":"exit brought to you by a guy"},{"speaker":"Intro/ Outro","startTime":60.27,"endTime":65.16,"body":"who's done just that multiple"},{"speaker":"Intro/ Outro","startTime":60.27,"endTime":65.16,"body":"times. Here's your host, Matt"},{"speaker":"Intro/ Outro","startTime":65.16,"endTime":65.64,"body":"Wolach."},{"speaker":"Matt Wolach","startTime":66.09,"endTime":69.18,"body":"Yes. Welcome to"},{"speaker":"Matt Wolach","startTime":66.09,"endTime":69.18,"body":"Scale Your SaaS. Very glad"},{"speaker":"Matt Wolach","startTime":69.18,"endTime":71.1,"body":"you're here. And thank you very"},{"speaker":"Matt Wolach","startTime":69.18,"endTime":71.1,"body":"much for joining us. My name is"},{"speaker":"Matt Wolach","startTime":71.1,"endTime":74.19,"body":"Matt. And our goal is to do"},{"speaker":"Matt Wolach","startTime":71.1,"endTime":74.19,"body":"exactly that to help you scale"},{"speaker":"Matt Wolach","startTime":74.19,"endTime":76.92,"body":"your SaaS so you can understand"},{"speaker":"Matt Wolach","startTime":74.19,"endTime":76.92,"body":"the right ways to generate"},{"speaker":"Matt Wolach","startTime":76.92,"endTime":80.52,"body":"leads, close those leads. Have"},{"speaker":"Matt Wolach","startTime":76.92,"endTime":80.52,"body":"an amazing team do it for you,"},{"speaker":"Matt Wolach","startTime":80.76,"endTime":83.55,"body":"and get to where you gotta get"},{"speaker":"Matt Wolach","startTime":80.76,"endTime":83.55,"body":"and I'm super pumped. Today"},{"speaker":"Matt Wolach","startTime":83.55,"endTime":86.07,"body":"we're joined by Nathan Yeung."},{"speaker":"Matt Wolach","startTime":83.55,"endTime":86.07,"body":"Nathan, how you doing?"},{"speaker":"Nathan Yeung","startTime":86.55,"endTime":88.56,"body":"Doing? Well, Matt,"},{"speaker":"Nathan Yeung","startTime":86.55,"endTime":88.56,"body":"thanks for having me on today."},{"speaker":"Matt Wolach","startTime":89.28,"endTime":91.35,"body":"Awesome. You're"},{"speaker":"Matt Wolach","startTime":89.28,"endTime":91.35,"body":"welcome. I'm really excited for"},{"speaker":"Matt Wolach","startTime":91.35,"endTime":93.66,"body":"our conversation. Let me make"},{"speaker":"Matt Wolach","startTime":91.35,"endTime":93.66,"body":"sure everybody knows who you are"},{"speaker":"Matt Wolach","startTime":93.66,"endTime":97.41,"body":"Nathan. So Nathan is the Vice"},{"speaker":"Matt Wolach","startTime":93.66,"endTime":97.41,"body":"President and CMO at Find Your"},{"speaker":"Matt Wolach","startTime":97.41,"endTime":100.59,"body":"Audience. He has helped numerous"},{"speaker":"Matt Wolach","startTime":97.41,"endTime":100.59,"body":"companies build their marketing"},{"speaker":"Matt Wolach","startTime":100.59,"endTime":103.14,"body":"teams from scratch delivering"},{"speaker":"Matt Wolach","startTime":100.59,"endTime":103.14,"body":"successful go to market"},{"speaker":"Matt Wolach","startTime":103.14,"endTime":106.44,"body":"deployments and launching new"},{"speaker":"Matt Wolach","startTime":103.14,"endTime":106.44,"body":"products into the market. He"},{"speaker":"Matt Wolach","startTime":106.44,"endTime":109.38,"body":"leads teams of marketing"},{"speaker":"Matt Wolach","startTime":106.44,"endTime":109.38,"body":"managers, graphic designers,"},{"speaker":"Matt Wolach","startTime":109.38,"endTime":113.25,"body":"media buyer coordinators,"},{"speaker":"Matt Wolach","startTime":109.38,"endTime":113.25,"body":"freelancers, all the above it"},{"speaker":"Matt Wolach","startTime":113.25,"endTime":116.28,"body":"sounds like he's a he's, he's a"},{"speaker":"Matt Wolach","startTime":113.25,"endTime":116.28,"body":"rockstar. And he does this to"},{"speaker":"Matt Wolach","startTime":116.28,"endTime":120.6,"body":"develop and implement marketing"},{"speaker":"Matt Wolach","startTime":116.28,"endTime":120.6,"body":"strategies for organizations. So"},{"speaker":"Matt Wolach","startTime":120.6,"endTime":124.26,"body":"when it comes to marketing and"},{"speaker":"Matt Wolach","startTime":120.6,"endTime":124.26,"body":"generating interest and demand,"},{"speaker":"Matt Wolach","startTime":124.53,"endTime":126.93,"body":"Nathan knows his stuff. I'm"},{"speaker":"Matt Wolach","startTime":124.53,"endTime":126.93,"body":"really happy you're here. Thanks"},{"speaker":"Matt Wolach","startTime":126.93,"endTime":127.71,"body":"for coming, Nathan."},{"speaker":"Nathan Yeung","startTime":128.32,"endTime":130.15,"body":"I'm excited for"},{"speaker":"Nathan Yeung","startTime":128.32,"endTime":130.15,"body":"the conversation. And"},{"speaker":"Nathan Yeung","startTime":130.18,"endTime":132.43,"body":"especially, you know, we're"},{"speaker":"Nathan Yeung","startTime":130.18,"endTime":132.43,"body":"gonna be talking about SaaS"},{"speaker":"Nathan Yeung","startTime":132.43,"endTime":134.05,"body":"today and we deal with a lot of"},{"speaker":"Nathan Yeung","startTime":132.43,"endTime":134.05,"body":"SaaS."},{"speaker":"Matt Wolach","startTime":134.89,"endTime":138.1,"body":"That's awesome."},{"speaker":"Matt Wolach","startTime":134.89,"endTime":138.1,"body":"SaaS is such a great industry."},{"speaker":"Matt Wolach","startTime":138.1,"endTime":140.41,"body":"Before we get into that, just"},{"speaker":"Matt Wolach","startTime":138.1,"endTime":140.41,"body":"tell me, what have you been up"},{"speaker":"Matt Wolach","startTime":140.41,"endTime":141.85,"body":"to lately? And what's coming up"},{"speaker":"Matt Wolach","startTime":140.41,"endTime":141.85,"body":"for you?"},{"speaker":"Nathan Yeung","startTime":143.13,"endTime":145.32,"body":"You know, what's"},{"speaker":"Nathan Yeung","startTime":143.13,"endTime":145.32,"body":"been lately, you know, I content"},{"speaker":"Nathan Yeung","startTime":145.32,"endTime":148.35,"body":"creation has been a huge thing"},{"speaker":"Nathan Yeung","startTime":145.32,"endTime":148.35,"body":"as as of recently, I've"},{"speaker":"Nathan Yeung","startTime":148.35,"endTime":150.96,"body":"literally just been talking to"},{"speaker":"Nathan Yeung","startTime":148.35,"endTime":150.96,"body":"some of our organizations about"},{"speaker":"Nathan Yeung","startTime":150.96,"endTime":154.71,"body":"content creation. And you know,"},{"speaker":"Nathan Yeung","startTime":150.96,"endTime":154.71,"body":"I think it's a buzzy word. 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And we're"},{"speaker":"Nathan Yeung","startTime":162.9,"endTime":165.42,"body":"really trying to help companies"},{"speaker":"Nathan Yeung","startTime":165.42,"endTime":168.36,"body":"really understand how much it"},{"speaker":"Nathan Yeung","startTime":165.42,"endTime":168.36,"body":"takes to create content, I"},{"speaker":"Nathan Yeung","startTime":168.36,"endTime":171.3,"body":"think, I think a lot of people"},{"speaker":"Nathan Yeung","startTime":168.36,"endTime":171.3,"body":"think it's far easier than then,"},{"speaker":"Nathan Yeung","startTime":171.33,"endTime":174.15,"body":"you know, they kind of think"},{"speaker":"Nathan Yeung","startTime":171.33,"endTime":174.15,"body":"it's quite difficult. 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So"},{"speaker":"Nathan Yeung","startTime":180.6,"endTime":183.15,"body":"so really helping clients"},{"speaker":"Nathan Yeung","startTime":180.6,"endTime":183.15,"body":"understand that on a technical"},{"speaker":"Nathan Yeung","startTime":183.15,"endTime":183.84,"body":"perspective,"},{"speaker":"Matt Wolach","startTime":184.8,"endTime":186.69,"body":"I love that that's"},{"speaker":"Matt Wolach","startTime":184.8,"endTime":186.69,"body":"something I literally was just"},{"speaker":"Matt Wolach","startTime":186.69,"endTime":189.21,"body":"talking with a client about"},{"speaker":"Matt Wolach","startTime":186.69,"endTime":189.21,"body":"right before this is making sure"},{"speaker":"Matt Wolach","startTime":189.21,"endTime":191.46,"body":"that their emails are set up"},{"speaker":"Matt Wolach","startTime":189.21,"endTime":191.46,"body":"correctly for when they're doing"},{"speaker":"Matt Wolach","startTime":191.46,"endTime":194.52,"body":"cold. There's a lot of bad"},{"speaker":"Matt Wolach","startTime":191.46,"endTime":194.52,"body":"things you can do tech wise if"},{"speaker":"Matt Wolach","startTime":194.52,"endTime":196.74,"body":"you're if you're doing cold"},{"speaker":"Matt Wolach","startTime":194.52,"endTime":196.74,"body":"emails, but you said something"},{"speaker":"Matt Wolach","startTime":196.74,"endTime":198.54,"body":"in there, I think is really"},{"speaker":"Matt Wolach","startTime":196.74,"endTime":198.54,"body":"important that a lot of people"},{"speaker":"Matt Wolach","startTime":198.54,"endTime":202.59,"body":"don't quite understand is that"},{"speaker":"Matt Wolach","startTime":198.54,"endTime":202.59,"body":"split between the operations"},{"speaker":"Matt Wolach","startTime":202.62,"endTime":205.95,"body":"side of marketing and the"},{"speaker":"Matt Wolach","startTime":202.62,"endTime":205.95,"body":"creative side? And sometimes"},{"speaker":"Matt Wolach","startTime":205.95,"endTime":207.75,"body":"when people think marketing like"},{"speaker":"Matt Wolach","startTime":205.95,"endTime":207.75,"body":"oh, yeah, I just come up with"},{"speaker":"Matt Wolach","startTime":207.75,"endTime":210.3,"body":"like this really pretty picture"},{"speaker":"Matt Wolach","startTime":207.75,"endTime":210.3,"body":"and we go put it in an ad and"},{"speaker":"Matt Wolach","startTime":210.3,"endTime":212.43,"body":"it's great, right? But you're"},{"speaker":"Matt Wolach","startTime":210.3,"endTime":212.43,"body":"right. There's there's an"},{"speaker":"Matt Wolach","startTime":212.43,"endTime":214.98,"body":"operations component. That's,"},{"speaker":"Matt Wolach","startTime":212.43,"endTime":214.98,"body":"that's really important. Can you"},{"speaker":"Matt Wolach","startTime":214.98,"endTime":218.34,"body":"kind of explain first for some"},{"speaker":"Matt Wolach","startTime":214.98,"endTime":218.34,"body":"people who don't know, what are"},{"speaker":"Matt Wolach","startTime":218.34,"endTime":221.37,"body":"the two components? And really,"},{"speaker":"Matt Wolach","startTime":218.34,"endTime":221.37,"body":"how do you make sure that you're"},{"speaker":"Matt Wolach","startTime":221.37,"endTime":223.14,"body":"allocating enough effort to"},{"speaker":"Matt Wolach","startTime":221.37,"endTime":223.14,"body":"both?"},{"speaker":"Nathan Yeung","startTime":223.92,"endTime":226.53,"body":"Sure, and it"},{"speaker":"Nathan Yeung","startTime":223.92,"endTime":226.53,"body":"really depends on the impact,"},{"speaker":"Nathan Yeung","startTime":226.53,"endTime":229.32,"body":"and then the spends right or the"},{"speaker":"Nathan Yeung","startTime":226.53,"endTime":229.32,"body":"type of campaigns but the"},{"speaker":"Nathan Yeung","startTime":229.32,"endTime":232.44,"body":"creative part of it is really"},{"speaker":"Nathan Yeung","startTime":229.32,"endTime":232.44,"body":"just making sure that one, your"},{"speaker":"Nathan Yeung","startTime":232.44,"endTime":235.8,"body":"messaging is very clear. Your"},{"speaker":"Nathan Yeung","startTime":232.44,"endTime":235.8,"body":"messaging is on point in the"},{"speaker":"Nathan Yeung","startTime":235.8,"endTime":239.25,"body":"sense of, it's really hitting"},{"speaker":"Nathan Yeung","startTime":235.8,"endTime":239.25,"body":"what your ideal customer profile"},{"speaker":"Nathan Yeung","startTime":239.25,"endTime":241.83,"body":"wants, in terms of pain points,"},{"speaker":"Nathan Yeung","startTime":239.25,"endTime":241.83,"body":"making sure you're communicating"},{"speaker":"Nathan Yeung","startTime":241.83,"endTime":245.1,"body":"well. And then of course, taking"},{"speaker":"Nathan Yeung","startTime":241.83,"endTime":245.1,"body":"that messaging and communicating"},{"speaker":"Nathan Yeung","startTime":245.1,"endTime":248.76,"body":"that well inside of an asset. So"},{"speaker":"Nathan Yeung","startTime":245.1,"endTime":248.76,"body":"whether that asset is audio,"},{"speaker":"Nathan Yeung","startTime":248.76,"endTime":251.16,"body":"whether that asset is video,"},{"speaker":"Nathan Yeung","startTime":248.76,"endTime":251.16,"body":"whether that asset is just an"},{"speaker":"Nathan Yeung","startTime":251.16,"endTime":253.86,"body":"image, whether that assets also"},{"speaker":"Nathan Yeung","startTime":251.16,"endTime":253.86,"body":"just like your sales enablement"},{"speaker":"Nathan Yeung","startTime":253.86,"endTime":256.92,"body":"tools, translating that"},{"speaker":"Nathan Yeung","startTime":253.86,"endTime":256.92,"body":"messaging and making it that"},{"speaker":"Nathan Yeung","startTime":256.92,"endTime":260.46,"body":"into one cohesive package is"},{"speaker":"Nathan Yeung","startTime":256.92,"endTime":260.46,"body":"really the creative exercise."},{"speaker":"Nathan Yeung","startTime":261.03,"endTime":263.88,"body":"Now, what ends up happening on"},{"speaker":"Nathan Yeung","startTime":261.03,"endTime":263.88,"body":"the back end of that is there's"},{"speaker":"Nathan Yeung","startTime":263.88,"endTime":267.48,"body":"the operational exercise, the"},{"speaker":"Nathan Yeung","startTime":263.88,"endTime":267.48,"body":"operational exercise could be as"},{"speaker":"Nathan Yeung","startTime":267.48,"endTime":270.66,"body":"simple as hey, so you got this"},{"speaker":"Nathan Yeung","startTime":267.48,"endTime":270.66,"body":"brand new, amazing sales"},{"speaker":"Nathan Yeung","startTime":270.66,"endTime":273.48,"body":"enablement tool. How are you"},{"speaker":"Nathan Yeung","startTime":270.66,"endTime":273.48,"body":"distributing that amongst your"},{"speaker":"Nathan Yeung","startTime":273.48,"endTime":276.3,"body":"sales members? How are you"},{"speaker":"Nathan Yeung","startTime":273.48,"endTime":276.3,"body":"making sure that everyone within"},{"speaker":"Nathan Yeung","startTime":276.3,"endTime":279.81,"body":"the organization is fully aware"},{"speaker":"Nathan Yeung","startTime":276.3,"endTime":279.81,"body":"that you have brand news case"},{"speaker":"Nathan Yeung","startTime":279.81,"endTime":283.41,"body":"studies that you just did, and"},{"speaker":"Nathan Yeung","startTime":279.81,"endTime":283.41,"body":"you spend $10,000 do videos with"},{"speaker":"Nathan Yeung","startTime":283.41,"endTime":286.23,"body":"your with your clients on"},{"speaker":"Nathan Yeung","startTime":283.41,"endTime":286.23,"body":"there's often this huge"},{"speaker":"Nathan Yeung","startTime":286.23,"endTime":289.59,"body":"disconnect of like sales"},{"speaker":"Nathan Yeung","startTime":286.23,"endTime":289.59,"body":"enablement production, and also"},{"speaker":"Nathan Yeung","startTime":289.59,"endTime":292.59,"body":"the velocity to the salespeople"},{"speaker":"Nathan Yeung","startTime":289.59,"endTime":292.59,"body":"actually even knowing that they"},{"speaker":"Nathan Yeung","startTime":292.59,"endTime":296.55,"body":"exist. 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Because"},{"speaker":"Nathan Yeung","startTime":321.39,"endTime":326.01,"body":"Auto Translate does not work."},{"speaker":"Nathan Yeung","startTime":321.39,"endTime":326.01,"body":"Okay, so whoever thinks Auto"},{"speaker":"Nathan Yeung","startTime":326.01,"endTime":329.46,"body":"Translate works fine. It maybe"},{"speaker":"Nathan Yeung","startTime":326.01,"endTime":329.46,"body":"works for the, the one market"},{"speaker":"Nathan Yeung","startTime":329.46,"endTime":332.28,"body":"that like is 10th on your"},{"speaker":"Nathan Yeung","startTime":329.46,"endTime":332.28,"body":"priority scale, and you just"},{"speaker":"Nathan Yeung","startTime":332.31,"endTime":334.8,"body":"don't care. Sure, that's going"},{"speaker":"Nathan Yeung","startTime":332.31,"endTime":334.8,"body":"to do fine. But it's not going"},{"speaker":"Nathan Yeung","startTime":334.8,"endTime":337.47,"body":"to work for any country that"},{"speaker":"Nathan Yeung","startTime":334.8,"endTime":337.47,"body":"you're actively wanting to go"},{"speaker":"Nathan Yeung","startTime":337.47,"endTime":339.9,"body":"into market and actually"},{"speaker":"Nathan Yeung","startTime":337.47,"endTime":339.9,"body":"penetrate. So what does"},{"speaker":"Nathan Yeung","startTime":339.9,"endTime":343.08,"body":"marketing have to do? Hey, hey,"},{"speaker":"Nathan Yeung","startTime":339.9,"endTime":343.08,"body":"we got a sales enablement tool."},{"speaker":"Nathan Yeung","startTime":343.11,"endTime":346.44,"body":"Great. Let's translate this in"},{"speaker":"Nathan Yeung","startTime":343.11,"endTime":346.44,"body":"10 different language, only, I"},{"speaker":"Nathan Yeung","startTime":346.44,"endTime":348.93,"body":"need a landing page. 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And then making sure that"},{"speaker":"Nathan Yeung","startTime":355.65,"endTime":358.32,"body":"that's consistent because the"},{"speaker":"Nathan Yeung","startTime":355.65,"endTime":358.32,"body":"last thing you want, is your"},{"speaker":"Nathan Yeung","startTime":358.32,"endTime":362.13,"body":"head of Turkey going Hey, I"},{"speaker":"Nathan Yeung","startTime":358.32,"endTime":362.13,"body":"heard from the last meeting that"},{"speaker":"Nathan Yeung","startTime":362.13,"endTime":364.98,"body":"we've got this great new sales"},{"speaker":"Nathan Yeung","startTime":362.13,"endTime":364.98,"body":"enablement tool, why don't I"},{"speaker":"Nathan Yeung","startTime":364.98,"endTime":368.4,"body":"have anything for me to use in"},{"speaker":"Nathan Yeung","startTime":364.98,"endTime":368.4,"body":"my in my deal, right. And that's"},{"speaker":"Nathan Yeung","startTime":368.4,"endTime":371.97,"body":"like a huge problem. And that"},{"speaker":"Nathan Yeung","startTime":368.4,"endTime":371.97,"body":"really annoys salespeople. And"},{"speaker":"Nathan Yeung","startTime":372.0,"endTime":375.51,"body":"you know how valuable those"},{"speaker":"Nathan Yeung","startTime":372.0,"endTime":375.51,"body":"people are, right? So operations"},{"speaker":"Nathan Yeung","startTime":375.51,"endTime":378.48,"body":"of marketing, we have to"},{"speaker":"Nathan Yeung","startTime":375.51,"endTime":378.48,"body":"actually stay on top of that, we"},{"speaker":"Nathan Yeung","startTime":378.48,"endTime":381.78,"body":"have to build the SOPs, the"},{"speaker":"Nathan Yeung","startTime":378.48,"endTime":381.78,"body":"standard operating procedures to"},{"speaker":"Nathan Yeung","startTime":381.84,"endTime":385.53,"body":"ensure the velocity of that"},{"speaker":"Nathan Yeung","startTime":381.84,"endTime":385.53,"body":"content being distributed fairly"},{"speaker":"Nathan Yeung","startTime":385.53,"endTime":389.67,"body":"amongst the team members. The"},{"speaker":"Nathan Yeung","startTime":385.53,"endTime":389.67,"body":"other part is just like your CRM"},{"speaker":"Nathan Yeung","startTime":389.67,"endTime":392.94,"body":"system, right? Ensuring that"},{"speaker":"Nathan Yeung","startTime":389.67,"endTime":392.94,"body":"your CRM system even has proper"},{"speaker":"Nathan Yeung","startTime":392.94,"endTime":396.69,"body":"workflows. Yes, that does kind"},{"speaker":"Nathan Yeung","startTime":392.94,"endTime":396.69,"body":"of bridge on the idea of sales."},{"speaker":"Nathan Yeung","startTime":396.81,"endTime":400.35,"body":"But often, you know, I like to"},{"speaker":"Nathan Yeung","startTime":396.81,"endTime":400.35,"body":"kind of in a pardon, stepping"},{"speaker":"Nathan Yeung","startTime":400.38,"endTime":403.59,"body":"mat your toes because you're a"},{"speaker":"Nathan Yeung","startTime":400.38,"endTime":403.59,"body":"sales expert. But you know, I"},{"speaker":"Nathan Yeung","startTime":403.59,"endTime":406.29,"body":"always envision salespeople are"},{"speaker":"Nathan Yeung","startTime":403.59,"endTime":406.29,"body":"really good at two different"},{"speaker":"Nathan Yeung","startTime":406.29,"endTime":409.71,"body":"things. One, having technical"},{"speaker":"Nathan Yeung","startTime":406.29,"endTime":409.71,"body":"solution type sales,"},{"speaker":"Nathan Yeung","startTime":409.71,"endTime":413.64,"body":"conversations, three building,"},{"speaker":"Nathan Yeung","startTime":409.71,"endTime":413.64,"body":"to building an amazing"},{"speaker":"Nathan Yeung","startTime":413.64,"endTime":417.39,"body":"relationship with someone. And"},{"speaker":"Nathan Yeung","startTime":413.64,"endTime":417.39,"body":"everything else should really be"},{"speaker":"Nathan Yeung","startTime":417.39,"endTime":422.16,"body":"marketing. So I don't want my"},{"speaker":"Nathan Yeung","startTime":417.39,"endTime":422.16,"body":"sales guy going into HubSpot."},{"speaker":"Nathan Yeung","startTime":422.19,"endTime":425.58,"body":"Going into Salesforce building"},{"speaker":"Nathan Yeung","startTime":422.19,"endTime":425.58,"body":"workflows, building dashboards,"},{"speaker":"Nathan Yeung","startTime":425.61,"endTime":428.31,"body":"I kind of just, you know, maybe"},{"speaker":"Nathan Yeung","startTime":425.61,"endTime":428.31,"body":"you either pay like a Salesforce"},{"speaker":"Nathan Yeung","startTime":428.31,"endTime":430.86,"body":"consultant or HubSpot consultant"},{"speaker":"Nathan Yeung","startTime":428.31,"endTime":430.86,"body":"do that, or have marketing do"},{"speaker":"Nathan Yeung","startTime":430.86,"endTime":433.2,"body":"that, because I want them focus"},{"speaker":"Nathan Yeung","startTime":430.86,"endTime":433.2,"body":"on what they do best, which is"},{"speaker":"Nathan Yeung","startTime":433.2,"endTime":437.4,"body":"just selling. And and so often"},{"speaker":"Nathan Yeung","startTime":433.2,"endTime":437.4,"body":"on our operational standpoint,"},{"speaker":"Nathan Yeung","startTime":437.4,"endTime":439.71,"body":"marketing really takes care of"},{"speaker":"Nathan Yeung","startTime":437.4,"endTime":439.71,"body":"that marketing takes care of the"},{"speaker":"Nathan Yeung","startTime":439.71,"endTime":442.29,"body":"nurturing marketing sometimes"},{"speaker":"Nathan Yeung","startTime":439.71,"endTime":442.29,"body":"even takes care of the funnel,"},{"speaker":"Nathan Yeung","startTime":442.38,"endTime":445.41,"body":"and the rules of the funnel,"},{"speaker":"Nathan Yeung","startTime":442.38,"endTime":445.41,"body":"because when they go stale, we'd"},{"speaker":"Nathan Yeung","startTime":445.41,"endTime":447.9,"body":"actually need to pull that data"},{"speaker":"Nathan Yeung","startTime":445.41,"endTime":447.9,"body":"and put them into a nurturing"},{"speaker":"Nathan Yeung","startTime":447.9,"endTime":452.19,"body":"funnel. So that's all technical"},{"speaker":"Nathan Yeung","startTime":447.9,"endTime":452.19,"body":"operations work. That's, that's"},{"speaker":"Nathan Yeung","startTime":452.19,"endTime":454.95,"body":"not creative work. That's just"},{"speaker":"Nathan Yeung","startTime":452.19,"endTime":454.95,"body":"technical operations work. So"},{"speaker":"Nathan Yeung","startTime":455.1,"endTime":457.35,"body":"that's really like the"},{"speaker":"Nathan Yeung","startTime":455.1,"endTime":457.35,"body":"classification of operations."},{"speaker":"Nathan Yeung","startTime":457.35,"endTime":460.2,"body":"Creative is honestly where every"},{"speaker":"Nathan Yeung","startTime":457.35,"endTime":460.2,"body":"single person who wants to go"},{"speaker":"Nathan Yeung","startTime":460.2,"endTime":462.6,"body":"into marketing wants to be"},{"speaker":"Nathan Yeung","startTime":460.2,"endTime":462.6,"body":"because it's sexy, and it's fun."},{"speaker":"Nathan Yeung","startTime":463.02,"endTime":465.54,"body":"And you get to see it really"},{"speaker":"Nathan Yeung","startTime":463.02,"endTime":465.54,"body":"quickly, right, but, but there's"},{"speaker":"Nathan Yeung","startTime":465.54,"endTime":469.2,"body":"really this unfortunate dark"},{"speaker":"Nathan Yeung","startTime":465.54,"endTime":469.2,"body":"side, which is like, incredibly"},{"speaker":"Nathan Yeung","startTime":469.2,"endTime":473.07,"body":"critical to the success of"},{"speaker":"Nathan Yeung","startTime":469.2,"endTime":473.07,"body":"whatever you're doing. And it's"},{"speaker":"Nathan Yeung","startTime":473.07,"endTime":475.86,"body":"kind of sits behind the scenes,"},{"speaker":"Nathan Yeung","startTime":473.07,"endTime":475.86,"body":"so so we do a lot of that we do"},{"speaker":"Nathan Yeung","startTime":475.86,"endTime":477.21,"body":"a ton of operational work."},{"speaker":"Matt Wolach","startTime":477.72,"endTime":479.64,"body":"Oh, that's awesome."},{"speaker":"Matt Wolach","startTime":477.72,"endTime":479.64,"body":"Yeah, you're absolutely right."},{"speaker":"Matt Wolach","startTime":479.64,"endTime":483.3,"body":"It's completely vital to"},{"speaker":"Matt Wolach","startTime":479.64,"endTime":483.3,"body":"actually getting results and"},{"speaker":"Matt Wolach","startTime":483.3,"endTime":486.39,"body":"making things happen. And, and I"},{"speaker":"Matt Wolach","startTime":483.3,"endTime":486.39,"body":"agree with you, if you're gonna"},{"speaker":"Matt Wolach","startTime":486.39,"endTime":488.67,"body":"pay a lot of money for these"},{"speaker":"Matt Wolach","startTime":486.39,"endTime":488.67,"body":"salespeople, and train them"},{"speaker":"Matt Wolach","startTime":488.67,"endTime":492.06,"body":"really well to sell. You don't"},{"speaker":"Matt Wolach","startTime":488.67,"endTime":492.06,"body":"want them doing anything else"},{"speaker":"Matt Wolach","startTime":492.09,"endTime":495.42,"body":"like you. It's frustrating when"},{"speaker":"Matt Wolach","startTime":492.09,"endTime":495.42,"body":"they have to go into the CRM and"},{"speaker":"Matt Wolach","startTime":495.51,"endTime":499.68,"body":"try and fix this workflow and"},{"speaker":"Matt Wolach","startTime":495.51,"endTime":499.68,"body":"update this or add this, like"},{"speaker":"Matt Wolach","startTime":499.68,"endTime":502.2,"body":"stop that, like get somebody"},{"speaker":"Matt Wolach","startTime":499.68,"endTime":502.2,"body":"else to do that so that we can"},{"speaker":"Matt Wolach","startTime":502.2,"endTime":506.58,"body":"have salespeople selling. And I"},{"speaker":"Matt Wolach","startTime":502.2,"endTime":506.58,"body":"love that I think you feel the"},{"speaker":"Matt Wolach","startTime":506.58,"endTime":509.67,"body":"same as it same way as I do. But"},{"speaker":"Matt Wolach","startTime":506.58,"endTime":509.67,"body":"sales and marketing I think"},{"speaker":"Matt Wolach","startTime":509.67,"endTime":512.52,"body":"you've gotten too siloed in many"},{"speaker":"Matt Wolach","startTime":509.67,"endTime":512.52,"body":"organizations, and they're kind"},{"speaker":"Matt Wolach","startTime":512.52,"endTime":516.24,"body":"of on their own doing different"},{"speaker":"Matt Wolach","startTime":512.52,"endTime":516.24,"body":"things. And we really need to"},{"speaker":"Matt Wolach","startTime":516.27,"endTime":519.96,"body":"create this this meshing of"},{"speaker":"Matt Wolach","startTime":516.27,"endTime":519.96,"body":"sales and marketing my friend"},{"speaker":"Matt Wolach","startTime":519.96,"endTime":522.21,"body":"Dan tire, he's one of the"},{"speaker":"Matt Wolach","startTime":519.96,"endTime":522.21,"body":"leaders at HubSpot, he's he"},{"speaker":"Matt Wolach","startTime":522.21,"endTime":526.14,"body":"calls it marketing. So it's all"},{"speaker":"Matt Wolach","startTime":522.21,"endTime":526.14,"body":"kind of together but it you"},{"speaker":"Matt Wolach","startTime":526.14,"endTime":528.84,"body":"know, there's there's kind of"},{"speaker":"Matt Wolach","startTime":526.14,"endTime":528.84,"body":"these blending of of roles of"},{"speaker":"Matt Wolach","startTime":528.84,"endTime":532.14,"body":"sales and marketing into a CRO a"},{"speaker":"Matt Wolach","startTime":528.84,"endTime":532.14,"body":"conversion rate optimization"},{"speaker":"Matt Wolach","startTime":532.14,"endTime":536.01,"body":"role. You know, how do you see"},{"speaker":"Matt Wolach","startTime":532.14,"endTime":536.01,"body":"this, this happening now in the"},{"speaker":"Matt Wolach","startTime":536.01,"endTime":539.16,"body":"best way? And and how do you see"},{"speaker":"Matt Wolach","startTime":536.01,"endTime":539.16,"body":"this impacting businesses going"},{"speaker":"Matt Wolach","startTime":539.16,"endTime":539.55,"body":"forward?"},{"speaker":"Nathan Yeung","startTime":541.05,"endTime":544.05,"body":"It's, it's getting"},{"speaker":"Nathan Yeung","startTime":541.05,"endTime":544.05,"body":"weird, because I think so much"},{"speaker":"Nathan Yeung","startTime":544.05,"endTime":546.87,"body":"of marketing is bleeding into"},{"speaker":"Nathan Yeung","startTime":544.05,"endTime":546.87,"body":"sales, especially on the"},{"speaker":"Nathan Yeung","startTime":546.87,"endTime":550.14,"body":"technology stack perspective,"},{"speaker":"Nathan Yeung","startTime":546.87,"endTime":550.14,"body":"right? The sales stack and the"},{"speaker":"Nathan Yeung","startTime":550.14,"endTime":553.29,"body":"MAR stack, like, you know, you"},{"speaker":"Nathan Yeung","startTime":550.14,"endTime":553.29,"body":"really look at what each of"},{"speaker":"Nathan Yeung","startTime":553.29,"endTime":556.83,"body":"those stacks do, they're really"},{"speaker":"Nathan Yeung","startTime":553.29,"endTime":556.83,"body":"getting blended like there, they"},{"speaker":"Nathan Yeung","startTime":556.83,"endTime":560.61,"body":"used to be kind of separate, but"},{"speaker":"Nathan Yeung","startTime":556.83,"endTime":560.61,"body":"they're very much not separate"},{"speaker":"Nathan Yeung","startTime":560.61,"endTime":564.36,"body":"at all anymore. So for me, I"},{"speaker":"Nathan Yeung","startTime":560.61,"endTime":564.36,"body":"generally actually look at"},{"speaker":"Nathan Yeung","startTime":564.36,"endTime":568.59,"body":"marketing and sales becoming a"},{"speaker":"Nathan Yeung","startTime":564.36,"endTime":568.59,"body":"rev function, like literally"},{"speaker":"Nathan Yeung","startTime":568.59,"endTime":571.65,"body":"just a revenue operations"},{"speaker":"Nathan Yeung","startTime":568.59,"endTime":571.65,"body":"function. And the reason I say"},{"speaker":"Nathan Yeung","startTime":571.65,"endTime":574.8,"body":"that is because I and I"},{"speaker":"Nathan Yeung","startTime":571.65,"endTime":574.8,"body":"completely agree with him that"},{"speaker":"Nathan Yeung","startTime":574.8,"endTime":578.37,"body":"like we're far too siloed I kind"},{"speaker":"Nathan Yeung","startTime":574.8,"endTime":578.37,"body":"of always say, you know, a lot"},{"speaker":"Nathan Yeung","startTime":578.37,"endTime":581.16,"body":"of people like to pigeonhole"},{"speaker":"Nathan Yeung","startTime":578.37,"endTime":581.16,"body":"marketing into like these MQL"},{"speaker":"Nathan Yeung","startTime":581.16,"endTime":584.94,"body":"and random KPIs because they"},{"speaker":"Nathan Yeung","startTime":581.16,"endTime":584.94,"body":"feel like that's best in class"},{"speaker":"Nathan Yeung","startTime":584.94,"endTime":587.31,"body":"to use right now. But that's"},{"speaker":"Nathan Yeung","startTime":584.94,"endTime":587.31,"body":"just because they're listening"},{"speaker":"Nathan Yeung","startTime":587.31,"endTime":589.95,"body":"to a whole bunch of people and"},{"speaker":"Nathan Yeung","startTime":587.31,"endTime":589.95,"body":"they're not really thinking"},{"speaker":"Nathan Yeung","startTime":589.95,"endTime":594.06,"body":"about the nuances. The nuance"},{"speaker":"Nathan Yeung","startTime":589.95,"endTime":594.06,"body":"is, is marketing is a function"},{"speaker":"Nathan Yeung","startTime":594.09,"endTime":598.56,"body":"that is meant to amplify revenue"},{"speaker":"Nathan Yeung","startTime":594.09,"endTime":598.56,"body":"or sales. It does not matter"},{"speaker":"Nathan Yeung","startTime":598.56,"endTime":601.77,"body":"what our function does. So long"},{"speaker":"Nathan Yeung","startTime":598.56,"endTime":601.77,"body":"means that is the outcome. So if"},{"speaker":"Nathan Yeung","startTime":601.77,"endTime":604.5,"body":"my function is is I'm creating"},{"speaker":"Nathan Yeung","startTime":601.77,"endTime":604.5,"body":"better workflows, guess what?"},{"speaker":"Nathan Yeung","startTime":604.5,"endTime":607.47,"body":"I'm not doing MQLs. If my job is"},{"speaker":"Nathan Yeung","startTime":604.5,"endTime":607.47,"body":"to create better sales"},{"speaker":"Nathan Yeung","startTime":607.47,"endTime":610.83,"body":"enablement, guess what, I'm not"},{"speaker":"Nathan Yeung","startTime":607.47,"endTime":610.83,"body":"creating MQLs. If I am doubling"},{"speaker":"Nathan Yeung","startTime":610.83,"endTime":613.08,"body":"or tripling the productivity of"},{"speaker":"Nathan Yeung","startTime":610.83,"endTime":613.08,"body":"your sales team that is"},{"speaker":"Nathan Yeung","startTime":613.08,"endTime":616.68,"body":"definitely not on my KPI"},{"speaker":"Nathan Yeung","startTime":613.08,"endTime":616.68,"body":"structure. So this whole idea of"},{"speaker":"Nathan Yeung","startTime":616.68,"endTime":619.17,"body":"like marketing, being"},{"speaker":"Nathan Yeung","startTime":616.68,"endTime":619.17,"body":"pigeonholed behind demand"},{"speaker":"Nathan Yeung","startTime":619.17,"endTime":621.87,"body":"generation, performance"},{"speaker":"Nathan Yeung","startTime":619.17,"endTime":621.87,"body":"marketing, inbound leads"},{"speaker":"Nathan Yeung","startTime":621.87,"endTime":625.41,"body":"content, whatever gated content"},{"speaker":"Nathan Yeung","startTime":621.87,"endTime":625.41,"body":"downloads, like, well, whatever"},{"speaker":"Nathan Yeung","startTime":625.56,"endTime":631.59,"body":"term you want to quantify, it's"},{"speaker":"Nathan Yeung","startTime":625.56,"endTime":631.59,"body":"just kind of short sighted. And"},{"speaker":"Nathan Yeung","startTime":631.59,"endTime":633.75,"body":"the reason it's short sighted is"},{"speaker":"Nathan Yeung","startTime":631.59,"endTime":633.75,"body":"because you always end up"},{"speaker":"Nathan Yeung","startTime":633.75,"endTime":638.88,"body":"forgetting the game plan is you"},{"speaker":"Nathan Yeung","startTime":633.75,"endTime":638.88,"body":"need to have quality leads, and"},{"speaker":"Nathan Yeung","startTime":638.88,"endTime":643.23,"body":"quality conversions. If I want"},{"speaker":"Nathan Yeung","startTime":638.88,"endTime":643.23,"body":"to just again MQLs then I call"},{"speaker":"Nathan Yeung","startTime":643.23,"endTime":647.13,"body":"that amateur hour kind of KPIs."},{"speaker":"Nathan Yeung","startTime":643.23,"endTime":647.13,"body":"Why? Because I can get 1000"},{"speaker":"Nathan Yeung","startTime":647.13,"endTime":649.95,"body":"MQLs. And I can be wasting my"},{"speaker":"Nathan Yeung","startTime":647.13,"endTime":649.95,"body":"salespeople with a bunch of"},{"speaker":"Nathan Yeung","startTime":649.95,"endTime":652.5,"body":"unqualified people. So that's"},{"speaker":"Nathan Yeung","startTime":649.95,"endTime":652.5,"body":"not great for anyone, right?"},{"speaker":"Nathan Yeung","startTime":652.5,"endTime":654.57,"body":"That's not great for the stock"},{"speaker":"Nathan Yeung","startTime":652.5,"endTime":654.57,"body":"rate for the salespeople. It's"},{"speaker":"Nathan Yeung","startTime":654.57,"endTime":657.03,"body":"not great for the organization."},{"speaker":"Nathan Yeung","startTime":654.57,"endTime":657.03,"body":"But you know who it's great for"},{"speaker":"Nathan Yeung","startTime":657.12,"endTime":661.98,"body":"me, because you gave me stupid"},{"speaker":"Nathan Yeung","startTime":657.12,"endTime":661.98,"body":"KPIs to follow. So so I'm"},{"speaker":"Nathan Yeung","startTime":661.98,"endTime":665.58,"body":"incentivized to get you 1000,"},{"speaker":"Nathan Yeung","startTime":661.98,"endTime":665.58,"body":"you know, MQL, let me go do a"},{"speaker":"Nathan Yeung","startTime":665.58,"endTime":668.76,"body":"newsletter. Let me go do a"},{"speaker":"Nathan Yeung","startTime":665.58,"endTime":668.76,"body":"webinar, right. So I find that,"},{"speaker":"Nathan Yeung","startTime":669.36,"endTime":672.87,"body":"you know, if people are actually"},{"speaker":"Nathan Yeung","startTime":669.36,"endTime":672.87,"body":"really smart about approaching"},{"speaker":"Nathan Yeung","startTime":672.9,"endTime":675.27,"body":"marketing and sales, they are"},{"speaker":"Nathan Yeung","startTime":672.9,"endTime":675.27,"body":"going to come to the same"},{"speaker":"Nathan Yeung","startTime":675.27,"endTime":679.71,"body":"conclusion, it's very much a"},{"speaker":"Nathan Yeung","startTime":675.27,"endTime":679.71,"body":"revenue role. It's a revenue"},{"speaker":"Nathan Yeung","startTime":679.74,"endTime":683.01,"body":"function. And our"},{"speaker":"Nathan Yeung","startTime":679.74,"endTime":683.01,"body":"responsibilities are uniquely"},{"speaker":"Nathan Yeung","startTime":683.01,"endTime":687.24,"body":"different. But they are all for"},{"speaker":"Nathan Yeung","startTime":683.01,"endTime":687.24,"body":"the same outcome. And so this"},{"speaker":"Nathan Yeung","startTime":687.24,"endTime":690.18,"body":"idea that sales and marketing"},{"speaker":"Nathan Yeung","startTime":687.24,"endTime":690.18,"body":"has to be separate entities, I"},{"speaker":"Nathan Yeung","startTime":690.18,"endTime":693.72,"body":"think is very much going away."},{"speaker":"Nathan Yeung","startTime":690.18,"endTime":693.72,"body":"And technology is really forcing"},{"speaker":"Nathan Yeung","startTime":693.72,"endTime":694.83,"body":"that matter faster."},{"speaker":"Matt Wolach","startTime":695.85,"endTime":697.38,"body":"I think that's"},{"speaker":"Matt Wolach","startTime":695.85,"endTime":697.38,"body":"really insightful. I totally"},{"speaker":"Matt Wolach","startTime":697.38,"endTime":702.27,"body":"agree. I've been in those rooms,"},{"speaker":"Matt Wolach","startTime":697.38,"endTime":702.27,"body":"where sales says, You pointed"},{"speaker":"Matt Wolach","startTime":702.27,"endTime":703.83,"body":"sales, how come you're not"},{"speaker":"Matt Wolach","startTime":702.27,"endTime":703.83,"body":"closing anything? Well, the"},{"speaker":"Matt Wolach","startTime":703.83,"endTime":705.87,"body":"leads we're getting are"},{"speaker":"Matt Wolach","startTime":703.83,"endTime":705.87,"body":"terrible. We're getting you lots"},{"speaker":"Matt Wolach","startTime":705.87,"endTime":708.78,"body":"of leads, marketing says, and"},{"speaker":"Matt Wolach","startTime":705.87,"endTime":708.78,"body":"you have this back and forth,"},{"speaker":"Matt Wolach","startTime":708.78,"endTime":712.17,"body":"and it gets nasty. And I agree,"},{"speaker":"Matt Wolach","startTime":708.78,"endTime":712.17,"body":"I think that the smarter people"},{"speaker":"Matt Wolach","startTime":712.17,"endTime":714.81,"body":"who are being intentional about"},{"speaker":"Matt Wolach","startTime":712.17,"endTime":714.81,"body":"this are really focusing on how"},{"speaker":"Matt Wolach","startTime":714.81,"endTime":717.66,"body":"can we blend these roles, these"},{"speaker":"Matt Wolach","startTime":714.81,"endTime":717.66,"body":"divisions, these departments,"},{"speaker":"Matt Wolach","startTime":717.66,"endTime":721.83,"body":"these people and come up with"},{"speaker":"Matt Wolach","startTime":717.66,"endTime":721.83,"body":"the same goals, right? And I"},{"speaker":"Matt Wolach","startTime":721.83,"endTime":725.19,"body":"think that that's where it has"},{"speaker":"Matt Wolach","startTime":721.83,"endTime":725.19,"body":"to be is, what are the goals of"},{"speaker":"Matt Wolach","startTime":725.19,"endTime":728.07,"body":"where we're trying to get as an"},{"speaker":"Matt Wolach","startTime":725.19,"endTime":728.07,"body":"organization and I love it"},{"speaker":"Matt Wolach","startTime":728.1,"endTime":731.4,"body":"revenue, we need revenue. And we"},{"speaker":"Matt Wolach","startTime":728.1,"endTime":731.4,"body":"need to get those conversions to"},{"speaker":"Matt Wolach","startTime":731.4,"endTime":733.2,"body":"get revenue. So let's make it"},{"speaker":"Matt Wolach","startTime":731.4,"endTime":733.2,"body":"happen as a team."},{"speaker":"Nathan Yeung","startTime":734.01,"endTime":736.56,"body":"Yeah. And that's"},{"speaker":"Nathan Yeung","startTime":734.01,"endTime":736.56,"body":"kind of why I go to a lot of"},{"speaker":"Nathan Yeung","startTime":736.56,"endTime":740.49,"body":"companies and I sometimes go,"},{"speaker":"Nathan Yeung","startTime":736.56,"endTime":740.49,"body":"you know, sometimes my first job"},{"speaker":"Nathan Yeung","startTime":740.49,"endTime":744.0,"body":"my first outcome, when we're"},{"speaker":"Nathan Yeung","startTime":740.49,"endTime":744.0,"body":"hired by companies, I might"},{"speaker":"Nathan Yeung","startTime":744.0,"endTime":746.91,"body":"actually end up telling them, I"},{"speaker":"Nathan Yeung","startTime":744.0,"endTime":746.91,"body":"was like, Look, your demand"},{"speaker":"Nathan Yeung","startTime":746.91,"endTime":750.84,"body":"generation sucks. Your content"},{"speaker":"Nathan Yeung","startTime":746.91,"endTime":750.84,"body":"sucks. You don't have anyone to"},{"speaker":"Nathan Yeung","startTime":750.84,"endTime":754.38,"body":"produce content. So that's not"},{"speaker":"Nathan Yeung","startTime":750.84,"endTime":754.38,"body":"happening anytime soon. So what"},{"speaker":"Nathan Yeung","startTime":754.38,"endTime":757.62,"body":"I'm hearing is, is that you have"},{"speaker":"Nathan Yeung","startTime":754.38,"endTime":757.62,"body":"an amazing sales team. And"},{"speaker":"Nathan Yeung","startTime":757.65,"endTime":759.69,"body":"they're running your"},{"speaker":"Nathan Yeung","startTime":757.65,"endTime":759.69,"body":"conferences, meaning they're"},{"speaker":"Nathan Yeung","startTime":759.69,"endTime":763.2,"body":"also the ones booking your"},{"speaker":"Nathan Yeung","startTime":759.69,"endTime":763.2,"body":"conferences. They're ad hoc ly"},{"speaker":"Nathan Yeung","startTime":763.2,"endTime":765.6,"body":"building out their sales stack."},{"speaker":"Nathan Yeung","startTime":763.2,"endTime":765.6,"body":"So every single sales member"},{"speaker":"Nathan Yeung","startTime":765.6,"endTime":767.97,"body":"doesn't have the same deck,"},{"speaker":"Nathan Yeung","startTime":765.6,"endTime":767.97,"body":"these are all using their own."},{"speaker":"Nathan Yeung","startTime":768.51,"endTime":772.11,"body":"So how about this? Why don't for"},{"speaker":"Nathan Yeung","startTime":768.51,"endTime":772.11,"body":"the first month of six months of"},{"speaker":"Nathan Yeung","startTime":772.11,"endTime":775.08,"body":"my engagement, my focus is"},{"speaker":"Nathan Yeung","startTime":772.11,"endTime":775.08,"body":"actually double or tripling the"},{"speaker":"Nathan Yeung","startTime":775.08,"endTime":778.92,"body":"productivity your sales team as"},{"speaker":"Nathan Yeung","startTime":775.08,"endTime":778.92,"body":"a marketing function, so it's"},{"speaker":"Nathan Yeung","startTime":778.92,"endTime":781.44,"body":"less about brand, it's less"},{"speaker":"Nathan Yeung","startTime":778.92,"endTime":781.44,"body":"about all these things. But"},{"speaker":"Nathan Yeung","startTime":781.44,"endTime":784.26,"body":"marketing's are really going to"},{"speaker":"Nathan Yeung","startTime":781.44,"endTime":784.26,"body":"come in there and support the"},{"speaker":"Nathan Yeung","startTime":784.26,"endTime":786.96,"body":"sales team in everything that"},{"speaker":"Nathan Yeung","startTime":784.26,"endTime":786.96,"body":"they're not technically"},{"speaker":"Nathan Yeung","startTime":786.96,"endTime":790.62,"body":"sufficient to do. You want a new"},{"speaker":"Nathan Yeung","startTime":786.96,"endTime":790.62,"body":"deck, that's my job, you want a"},{"speaker":"Nathan Yeung","startTime":790.62,"endTime":794.85,"body":"new, you want a new enrichment"},{"speaker":"Nathan Yeung","startTime":790.62,"endTime":794.85,"body":"list based on your Tam, that's"},{"speaker":"Nathan Yeung","startTime":794.85,"endTime":797.67,"body":"my job. You want a new cadence?"},{"speaker":"Nathan Yeung","startTime":794.85,"endTime":797.67,"body":"Well, we'll help you with the"},{"speaker":"Nathan Yeung","startTime":797.67,"endTime":799.47,"body":"cadence, you can polish the"},{"speaker":"Nathan Yeung","startTime":797.67,"endTime":799.47,"body":"cadence, but don't write the"},{"speaker":"Nathan Yeung","startTime":799.47,"endTime":803.4,"body":"Cadence from start. Right. So"},{"speaker":"Nathan Yeung","startTime":799.47,"endTime":803.4,"body":"this this, this idea that we"},{"speaker":"Nathan Yeung","startTime":803.4,"endTime":806.97,"body":"have to produce MQL is I just I"},{"speaker":"Nathan Yeung","startTime":803.4,"endTime":806.97,"body":"really think is is incredibly"},{"speaker":"Nathan Yeung","startTime":806.97,"endTime":809.88,"body":"frustrating. And I think people"},{"speaker":"Nathan Yeung","startTime":806.97,"endTime":809.88,"body":"need to be more mindful. Again,"},{"speaker":"Nathan Yeung","startTime":809.91,"endTime":812.55,"body":"it's all about the revenue. So"},{"speaker":"Nathan Yeung","startTime":809.91,"endTime":812.55,"body":"just focus on that. And that"},{"speaker":"Nathan Yeung","startTime":812.55,"endTime":815.01,"body":"could mean I'm just helping"},{"speaker":"Nathan Yeung","startTime":812.55,"endTime":815.01,"body":"salespeople."},{"speaker":"Matt Wolach","startTime":816.05,"endTime":818.51,"body":"I love that. And as"},{"speaker":"Matt Wolach","startTime":816.05,"endTime":818.51,"body":"a CEO, That's music to my ears."},{"speaker":"Matt Wolach","startTime":818.51,"endTime":822.29,"body":"So when would a company when"},{"speaker":"Matt Wolach","startTime":818.51,"endTime":822.29,"body":"would a SaaS company say, Okay,"},{"speaker":"Matt Wolach","startTime":822.56,"endTime":826.07,"body":"we need to have someone help us"},{"speaker":"Matt Wolach","startTime":822.56,"endTime":826.07,"body":"with this when when is the best"},{"speaker":"Matt Wolach","startTime":826.07,"endTime":826.82,"body":"time for that?"},{"speaker":"Nathan Yeung","startTime":827.94,"endTime":830.04,"body":"So that's a great"},{"speaker":"Nathan Yeung","startTime":827.94,"endTime":830.04,"body":"question. And I you know, I"},{"speaker":"Nathan Yeung","startTime":830.04,"endTime":832.05,"body":"think every podcast I've ever"},{"speaker":"Nathan Yeung","startTime":830.04,"endTime":832.05,"body":"been the goal, like how do you"},{"speaker":"Nathan Yeung","startTime":832.05,"endTime":835.11,"body":"build like as a marketing team."},{"speaker":"Nathan Yeung","startTime":832.05,"endTime":835.11,"body":"So here's, here's generally what"},{"speaker":"Nathan Yeung","startTime":835.11,"endTime":839.67,"body":"I'll say. Your first and second"},{"speaker":"Nathan Yeung","startTime":835.11,"endTime":839.67,"body":"marketing hire kind of sucks."},{"speaker":"Nathan Yeung","startTime":840.42,"endTime":845.91,"body":"Why? Because generally speaking,"},{"speaker":"Nathan Yeung","startTime":840.42,"endTime":845.91,"body":"the average marketer is likely"},{"speaker":"Nathan Yeung","startTime":845.91,"endTime":849.93,"body":"going to be wide in skill sets,"},{"speaker":"Nathan Yeung","startTime":845.91,"endTime":849.93,"body":"and shallow in their technical"},{"speaker":"Nathan Yeung","startTime":849.93,"endTime":855.0,"body":"capabilities, or they're going"},{"speaker":"Nathan Yeung","startTime":849.93,"endTime":855.0,"body":"to be incredibly, not wide, but"},{"speaker":"Nathan Yeung","startTime":855.0,"endTime":860.16,"body":"narrow, and incredibly technical"},{"speaker":"Nathan Yeung","startTime":855.0,"endTime":860.16,"body":"only in one skill set. So Jen, I"},{"speaker":"Matt Wolach","startTime":860.16,"endTime":863.07,"body":"would say, to"},{"speaker":"Matt Wolach","startTime":860.16,"endTime":863.07,"body":"interrupt you, I feel like most"},{"speaker":"Matt Wolach","startTime":863.07,"endTime":865.26,"body":"of the time, early stage"},{"speaker":"Matt Wolach","startTime":863.07,"endTime":865.26,"body":"companies, when they make their"},{"speaker":"Matt Wolach","startTime":865.26,"endTime":868.53,"body":"first marketing hire, look for"},{"speaker":"Matt Wolach","startTime":865.26,"endTime":868.53,"body":"that person who's wide. They're"},{"speaker":"Matt Wolach","startTime":868.53,"endTime":870.24,"body":"like, Hey, can you do this"},{"speaker":"Matt Wolach","startTime":868.53,"endTime":870.24,"body":"thing? Can you do that? Can you"},{"speaker":"Matt Wolach","startTime":870.24,"endTime":872.97,"body":"that can do that. And they"},{"speaker":"Matt Wolach","startTime":870.24,"endTime":872.97,"body":"they're not really good at any"},{"speaker":"Matt Wolach","startTime":872.97,"endTime":876.96,"body":"of them. But they have done or"},{"speaker":"Matt Wolach","startTime":872.97,"endTime":876.96,"body":"think they can do all of those"},{"speaker":"Matt Wolach","startTime":876.96,"endTime":878.25,"body":"different things. And that gets"},{"speaker":"Matt Wolach","startTime":876.96,"endTime":878.25,"body":"tough."},{"speaker":"Nathan Yeung","startTime":879.51,"endTime":882.63,"body":"Yeah, and it's and"},{"speaker":"Nathan Yeung","startTime":879.51,"endTime":882.63,"body":"it's an overestimation of what"},{"speaker":"Nathan Yeung","startTime":882.63,"endTime":885.24,"body":"people can do. And it's also"},{"speaker":"Nathan Yeung","startTime":882.63,"endTime":885.24,"body":"just like a general under"},{"speaker":"Nathan Yeung","startTime":885.24,"endTime":887.79,"body":"appreciation of like, how"},{"speaker":"Nathan Yeung","startTime":885.24,"endTime":887.79,"body":"complicated marketing is,"},{"speaker":"Nathan Yeung","startTime":888.03,"endTime":890.49,"body":"because that's like our problem,"},{"speaker":"Nathan Yeung","startTime":888.03,"endTime":890.49,"body":"right? Marketing. People make"},{"speaker":"Nathan Yeung","startTime":890.52,"endTime":894.48,"body":"marketing easy. That's our whole"},{"speaker":"Nathan Yeung","startTime":890.52,"endTime":894.48,"body":"shtick, right? Like, we've made"},{"speaker":"Nathan Yeung","startTime":894.48,"endTime":897.93,"body":"things simple. And so so we"},{"speaker":"Nathan Yeung","startTime":894.48,"endTime":897.93,"body":"inherently have people who"},{"speaker":"Nathan Yeung","startTime":897.99,"endTime":900.69,"body":"undermine marketing because they"},{"speaker":"Nathan Yeung","startTime":897.99,"endTime":900.69,"body":"think it's actually Easy because"},{"speaker":"Nathan Yeung","startTime":900.69,"endTime":903.48,"body":"it's the it's the outcome of"},{"speaker":"Nathan Yeung","startTime":900.69,"endTime":903.48,"body":"other great marketers making it"},{"speaker":"Nathan Yeung","startTime":903.48,"endTime":908.49,"body":"sound easy. And so you generally"},{"speaker":"Nathan Yeung","startTime":903.48,"endTime":908.49,"body":"speaking, you're probably better"},{"speaker":"Nathan Yeung","startTime":908.49,"endTime":911.76,"body":"off hiring someone who's narrow,"},{"speaker":"Nathan Yeung","startTime":908.49,"endTime":911.76,"body":"and what narrow are we looking"},{"speaker":"Nathan Yeung","startTime":911.76,"endTime":914.82,"body":"for, then I'm gonna say someone"},{"speaker":"Nathan Yeung","startTime":911.76,"endTime":914.82,"body":"who's very good at product"},{"speaker":"Nathan Yeung","startTime":914.82,"endTime":919.29,"body":"marketing. And to me, the way I"},{"speaker":"Nathan Yeung","startTime":914.82,"endTime":919.29,"body":"define product marketing is very"},{"speaker":"Nathan Yeung","startTime":919.32,"endTime":922.47,"body":"much being accountable and"},{"speaker":"Nathan Yeung","startTime":919.32,"endTime":922.47,"body":"responsible in ensuring that"},{"speaker":"Nathan Yeung","startTime":922.47,"endTime":926.73,"body":"your product or service actually"},{"speaker":"Nathan Yeung","startTime":922.47,"endTime":926.73,"body":"fits a very large whitespace"},{"speaker":"Nathan Yeung","startTime":926.73,"endTime":930.78,"body":"that's worth your time actually"},{"speaker":"Nathan Yeung","startTime":926.73,"endTime":930.78,"body":"has features or benefits that"},{"speaker":"Nathan Yeung","startTime":930.78,"endTime":933.9,"body":"really hit pain points, and"},{"speaker":"Nathan Yeung","startTime":930.78,"endTime":933.9,"body":"ensuring a constant feedback"},{"speaker":"Nathan Yeung","startTime":933.9,"endTime":937.14,"body":"loop from the sales team back to"},{"speaker":"Nathan Yeung","startTime":933.9,"endTime":937.14,"body":"either the product team or the"},{"speaker":"Nathan Yeung","startTime":937.14,"endTime":940.05,"body":"service team or the executive"},{"speaker":"Nathan Yeung","startTime":937.14,"endTime":940.05,"body":"team to ensure that your"},{"speaker":"Nathan Yeung","startTime":940.05,"endTime":942.9,"body":"services and products are being"},{"speaker":"Nathan Yeung","startTime":940.05,"endTime":942.9,"body":"involved with the market. So"},{"speaker":"Nathan Yeung","startTime":942.9,"endTime":946.71,"body":"their entire role is really just"},{"speaker":"Nathan Yeung","startTime":942.9,"endTime":946.71,"body":"focused on making sure you have"},{"speaker":"Nathan Yeung","startTime":946.71,"endTime":950.07,"body":"fit. So that's that's what I"},{"speaker":"Nathan Yeung","startTime":946.71,"endTime":950.07,"body":"think is great. Why, because"},{"speaker":"Nathan Yeung","startTime":950.07,"endTime":953.46,"body":"everything that they do directly"},{"speaker":"Nathan Yeung","startTime":950.07,"endTime":953.46,"body":"translates into sales"},{"speaker":"Nathan Yeung","startTime":953.46,"endTime":955.83,"body":"enablement, tools, and that's"},{"speaker":"Nathan Yeung","startTime":953.46,"endTime":955.83,"body":"something that they can do. Now,"},{"speaker":"Nathan Yeung","startTime":956.01,"endTime":958.92,"body":"they're not probably going to be"},{"speaker":"Nathan Yeung","startTime":956.01,"endTime":958.92,"body":"an amazing graphic designer, but"},{"speaker":"Nathan Yeung","startTime":958.92,"endTime":961.44,"body":"you're going to have all the"},{"speaker":"Nathan Yeung","startTime":958.92,"endTime":961.44,"body":"great context, your salespeople"},{"speaker":"Nathan Yeung","startTime":961.44,"endTime":964.05,"body":"don't have to write this out."},{"speaker":"Nathan Yeung","startTime":961.44,"endTime":964.05,"body":"And ultimately, this product"},{"speaker":"Nathan Yeung","startTime":964.05,"endTime":966.9,"body":"person can do it. Now, if you"},{"speaker":"Nathan Yeung","startTime":964.05,"endTime":966.9,"body":"don't want to hire just a"},{"speaker":"Nathan Yeung","startTime":966.9,"endTime":970.89,"body":"product person, my honest"},{"speaker":"Nathan Yeung","startTime":966.9,"endTime":970.89,"body":"suggestion is, don't bother"},{"speaker":"Nathan Yeung","startTime":970.89,"endTime":974.55,"body":"trying to find an individual"},{"speaker":"Nathan Yeung","startTime":970.89,"endTime":974.55,"body":"until you can afford about three"},{"speaker":"Nathan Yeung","startTime":974.55,"endTime":979.71,"body":"to four marketing people, you're"},{"speaker":"Nathan Yeung","startTime":974.55,"endTime":979.71,"body":"probably likely better off with"},{"speaker":"Nathan Yeung","startTime":979.71,"endTime":983.1,"body":"an agency. And the reason I say"},{"speaker":"Nathan Yeung","startTime":979.71,"endTime":983.1,"body":"that is just because an agency"},{"speaker":"Nathan Yeung","startTime":983.1,"endTime":987.84,"body":"is going to have the wide kind"},{"speaker":"Nathan Yeung","startTime":983.1,"endTime":987.84,"body":"of breadth of skills, but they"},{"speaker":"Nathan Yeung","startTime":987.84,"endTime":991.32,"body":"will have the technical depth in"},{"speaker":"Nathan Yeung","startTime":987.84,"endTime":991.32,"body":"all those skills because they"},{"speaker":"Nathan Yeung","startTime":991.32,"endTime":995.82,"body":"have scale, right. So for"},{"speaker":"Nathan Yeung","startTime":991.32,"endTime":995.82,"body":"example, I have 2526 employees,"},{"speaker":"Nathan Yeung","startTime":995.97,"endTime":999.78,"body":"I have a full time developer or"},{"speaker":"Nathan Yeung","startTime":995.97,"endTime":999.78,"body":"multiple full time developers, I"},{"speaker":"Nathan Yeung","startTime":999.78,"endTime":1004.13,"body":"have a professional media buyer"},{"speaker":"Nathan Yeung","startTime":999.78,"endTime":1004.13,"body":"who specializes in particular"},{"speaker":"Nathan Yeung","startTime":1004.13,"endTime":1008.0,"body":"platforms. So when you go on"},{"speaker":"Nathan Yeung","startTime":1004.13,"endTime":1008.0,"body":"these, these, these tangents, or"},{"speaker":"Nathan Yeung","startTime":1008.0,"endTime":1011.15,"body":"these these campaigns, some"},{"speaker":"Nathan Yeung","startTime":1008.0,"endTime":1011.15,"body":"companies like to call it, you"},{"speaker":"Nathan Yeung","startTime":1011.15,"endTime":1014.69,"body":"will get proper execution,"},{"speaker":"Nathan Yeung","startTime":1011.15,"endTime":1014.69,"body":"instead of your poor marketing"},{"speaker":"Nathan Yeung","startTime":1014.69,"endTime":1018.26,"body":"manager who claims to know SEO"},{"speaker":"Nathan Yeung","startTime":1014.69,"endTime":1018.26,"body":"media buying content writing"},{"speaker":"Nathan Yeung","startTime":1018.26,"endTime":1021.11,"body":"graphic design, who's probably"},{"speaker":"Nathan Yeung","startTime":1018.26,"endTime":1021.11,"body":"going to do honestly a piss poor"},{"speaker":"Nathan Yeung","startTime":1021.11,"endTime":1026.15,"body":"job. So So you really don't"},{"speaker":"Nathan Yeung","startTime":1021.11,"endTime":1026.15,"body":"benefit from trying to find that"},{"speaker":"Nathan Yeung","startTime":1026.15,"endTime":1029.12,"body":"person to do at all, you end up"},{"speaker":"Nathan Yeung","startTime":1026.15,"endTime":1029.12,"body":"just kind of shooting yourself"},{"speaker":"Nathan Yeung","startTime":1029.12,"endTime":1033.44,"body":"in the foot, because you need to"},{"speaker":"Nathan Yeung","startTime":1029.12,"endTime":1033.44,"body":"execute on what limited tactics"},{"speaker":"Nathan Yeung","startTime":1033.44,"endTime":1038.0,"body":"you can execute on, and you need"},{"speaker":"Nathan Yeung","startTime":1033.44,"endTime":1038.0,"body":"to execute on them well, so"},{"speaker":"Nathan Yeung","startTime":1038.09,"endTime":1040.31,"body":"you're not going to find that on"},{"speaker":"Nathan Yeung","startTime":1038.09,"endTime":1040.31,"body":"your first employee. And you're"},{"speaker":"Nathan Yeung","startTime":1040.31,"endTime":1042.26,"body":"really not going to find that on"},{"speaker":"Nathan Yeung","startTime":1040.31,"endTime":1042.26,"body":"your second because generally"},{"speaker":"Nathan Yeung","startTime":1042.26,"endTime":1045.05,"body":"your second is either going to"},{"speaker":"Nathan Yeung","startTime":1042.26,"endTime":1045.05,"body":"be a coordinator, or maybe like"},{"speaker":"Nathan Yeung","startTime":1045.05,"endTime":1048.47,"body":"a content writer of some sort."},{"speaker":"Nathan Yeung","startTime":1045.05,"endTime":1048.47,"body":"So you're really just going to"},{"speaker":"Nathan Yeung","startTime":1048.47,"endTime":1055.04,"body":"be stuck with these kind of"},{"speaker":"Nathan Yeung","startTime":1048.47,"endTime":1055.04,"body":"mediocre executors. So you might"},{"speaker":"Nathan Yeung","startTime":1055.04,"endTime":1058.52,"body":"very much are better off hiring"},{"speaker":"Nathan Yeung","startTime":1055.04,"endTime":1058.52,"body":"an agency to do it. And then"},{"speaker":"Nathan Yeung","startTime":1058.52,"endTime":1061.13,"body":"when you get big enough and you"},{"speaker":"Nathan Yeung","startTime":1058.52,"endTime":1061.13,"body":"can actually hire four people,"},{"speaker":"Nathan Yeung","startTime":1061.25,"endTime":1063.56,"body":"then you then you scrap the"},{"speaker":"Nathan Yeung","startTime":1061.25,"endTime":1063.56,"body":"agency and you build a team"},{"speaker":"Matt Wolach","startTime":1064.56,"endTime":1065.91,"body":"makes a ton of"},{"speaker":"Matt Wolach","startTime":1064.56,"endTime":1065.91,"body":"sense. So that's one big mistake"},{"speaker":"Matt Wolach","startTime":1065.91,"endTime":1069.72,"body":"that SaaS leaders are making."},{"speaker":"Matt Wolach","startTime":1065.91,"endTime":1069.72,"body":"What would you say other than"},{"speaker":"Matt Wolach","startTime":1069.72,"endTime":1072.0,"body":"mistakes that they're making"},{"speaker":"Matt Wolach","startTime":1069.72,"endTime":1072.0,"body":"with regards to marketing?"},{"speaker":"Nathan Yeung","startTime":1073.47,"endTime":1075.15,"body":"I'm spreading"},{"speaker":"Nathan Yeung","startTime":1073.47,"endTime":1075.15,"body":"yourself thin I think that's"},{"speaker":"Nathan Yeung","startTime":1075.33,"endTime":1078.27,"body":"that's like that's like number"},{"speaker":"Nathan Yeung","startTime":1075.33,"endTime":1078.27,"body":"one, right? Every every SaaS"},{"speaker":"Nathan Yeung","startTime":1078.27,"endTime":1081.84,"body":"leader wants to jump on every"},{"speaker":"Nathan Yeung","startTime":1078.27,"endTime":1081.84,"body":"shiny object. And this is like"},{"speaker":"Nathan Yeung","startTime":1081.84,"endTime":1084.54,"body":"the one thing I've heard on"},{"speaker":"Nathan Yeung","startTime":1081.84,"endTime":1084.54,"body":"multiple calls. You know, people"},{"speaker":"Nathan Yeung","startTime":1084.54,"endTime":1088.35,"body":"are always go what's working in"},{"speaker":"Nathan Yeung","startTime":1084.54,"endTime":1088.35,"body":"your industry. Now, I do think"},{"speaker":"Nathan Yeung","startTime":1088.35,"endTime":1091.59,"body":"there's a propensity for some"},{"speaker":"Nathan Yeung","startTime":1088.35,"endTime":1091.59,"body":"categories or into industries to"},{"speaker":"Nathan Yeung","startTime":1091.59,"endTime":1094.02,"body":"have tactics that work better."},{"speaker":"Nathan Yeung","startTime":1091.59,"endTime":1094.02,"body":"So I'll give you a great"},{"speaker":"Nathan Yeung","startTime":1094.02,"endTime":1098.04,"body":"example, cybersecurity sales."},{"speaker":"Nathan Yeung","startTime":1094.02,"endTime":1098.04,"body":"Cybersecurity sales notoriously"},{"speaker":"Nathan Yeung","startTime":1098.04,"endTime":1101.31,"body":"difficult, notoriously"},{"speaker":"Nathan Yeung","startTime":1098.04,"endTime":1101.31,"body":"difficult. Why? Because like,"},{"speaker":"Nathan Yeung","startTime":1101.34,"endTime":1105.0,"body":"like, chief security officers,"},{"speaker":"Nathan Yeung","startTime":1101.34,"endTime":1105.0,"body":"chiefs, like technology officers"},{"speaker":"Nathan Yeung","startTime":1105.03,"endTime":1108.57,"body":"are like, incredibly skeptical"},{"speaker":"Nathan Yeung","startTime":1105.03,"endTime":1108.57,"body":"of anything cybersecurity, and"},{"speaker":"Nathan Yeung","startTime":1108.57,"endTime":1110.61,"body":"of course, if you think about"},{"speaker":"Nathan Yeung","startTime":1108.57,"endTime":1110.61,"body":"the, like, the manner of that"},{"speaker":"Nathan Yeung","startTime":1110.61,"endTime":1112.95,"body":"business, it is meant to be"},{"speaker":"Nathan Yeung","startTime":1110.61,"endTime":1112.95,"body":"skeptical, like, you have to be"},{"speaker":"Nathan Yeung","startTime":1112.95,"endTime":1116.91,"body":"hyper skeptical. So so the"},{"speaker":"Nathan Yeung","startTime":1112.95,"endTime":1116.91,"body":"chances of you selling something"},{"speaker":"Nathan Yeung","startTime":1116.91,"endTime":1119.73,"body":"through an email, which is, you"},{"speaker":"Nathan Yeung","startTime":1116.91,"endTime":1119.73,"body":"know, predominantly a form of"},{"speaker":"Nathan Yeung","startTime":1119.73,"endTime":1122.04,"body":"phishing for a lot of people,"},{"speaker":"Nathan Yeung","startTime":1119.73,"endTime":1122.04,"body":"especially in this industry,"},{"speaker":"Nathan Yeung","startTime":1122.28,"endTime":1126.0,"body":"they just don't like it. So in"},{"speaker":"Nathan Yeung","startTime":1122.28,"endTime":1126.0,"body":"the in the cybersecurity"},{"speaker":"Nathan Yeung","startTime":1126.0,"endTime":1129.57,"body":"industry, the tactic that"},{"speaker":"Nathan Yeung","startTime":1126.0,"endTime":1129.57,"body":"generally works are associations"},{"speaker":"Nathan Yeung","startTime":1129.57,"endTime":1132.3,"body":"and conferences. Why? Because"},{"speaker":"Nathan Yeung","startTime":1129.57,"endTime":1132.3,"body":"you actually need to be in"},{"speaker":"Nathan Yeung","startTime":1132.3,"endTime":1135.06,"body":"person. So if you're a"},{"speaker":"Nathan Yeung","startTime":1132.3,"endTime":1135.06,"body":"cybersecurity company, and"},{"speaker":"Nathan Yeung","startTime":1135.06,"endTime":1137.58,"body":"you're predominantly selling in"},{"speaker":"Nathan Yeung","startTime":1135.06,"endTime":1137.58,"body":"cybersecurity, guess what your"},{"speaker":"Nathan Yeung","startTime":1137.58,"endTime":1140.1,"body":"main function should be a"},{"speaker":"Nathan Yeung","startTime":1137.58,"endTime":1140.1,"body":"corporate and events function."},{"speaker":"Nathan Yeung","startTime":1140.31,"endTime":1144.27,"body":"Why? Because generally, that's"},{"speaker":"Nathan Yeung","startTime":1140.31,"endTime":1144.27,"body":"what this market needs and this"},{"speaker":"Nathan Yeung","startTime":1144.27,"endTime":1147.9,"body":"and that ICP wants. Now, if"},{"speaker":"Nathan Yeung","startTime":1144.27,"endTime":1147.9,"body":"you're in other industries,"},{"speaker":"Nathan Yeung","startTime":1147.9,"endTime":1150.42,"body":"right, other tactics work a"},{"speaker":"Nathan Yeung","startTime":1147.9,"endTime":1150.42,"body":"little bit easier, like email"},{"speaker":"Nathan Yeung","startTime":1150.42,"endTime":1153.78,"body":"will work or phone will work."},{"speaker":"Nathan Yeung","startTime":1150.42,"endTime":1153.78,"body":"But it always comes down to what"},{"speaker":"Nathan Yeung","startTime":1153.78,"endTime":1156.87,"body":"can you actually do? Well, this"},{"speaker":"Nathan Yeung","startTime":1153.78,"endTime":1156.87,"body":"is what I always end up saying,"},{"speaker":"Nathan Yeung","startTime":1157.05,"endTime":1161.58,"body":"right? So you know, you you can"},{"speaker":"Nathan Yeung","startTime":1157.05,"endTime":1161.58,"body":"try to force the issue in the"},{"speaker":"Nathan Yeung","startTime":1161.58,"endTime":1164.37,"body":"sense of like, I want to do tik"},{"speaker":"Nathan Yeung","startTime":1161.58,"endTime":1164.37,"body":"tok because Tik Toks the coolest"},{"speaker":"Nathan Yeung","startTime":1164.37,"endTime":1167.1,"body":"thing. But if you don't have"},{"speaker":"Nathan Yeung","startTime":1164.37,"endTime":1167.1,"body":"someone who is you know,"},{"speaker":"Nathan Yeung","startTime":1167.1,"endTime":1169.98,"body":"proficient and creating content,"},{"speaker":"Nathan Yeung","startTime":1167.1,"endTime":1169.98,"body":"who actually has a role and who"},{"speaker":"Nathan Yeung","startTime":1169.98,"endTime":1172.71,"body":"can do it sustainably, then"},{"speaker":"Nathan Yeung","startTime":1169.98,"endTime":1172.71,"body":"you're just gonna have piss poor"},{"speaker":"Nathan Yeung","startTime":1172.71,"endTime":1174.84,"body":"execution. So it doesn't matter"},{"speaker":"Nathan Yeung","startTime":1172.71,"endTime":1174.84,"body":"that you're doing ticked off,"},{"speaker":"Nathan Yeung","startTime":1174.84,"endTime":1178.62,"body":"you're just doing a bad job. So"},{"speaker":"Nathan Yeung","startTime":1174.84,"endTime":1178.62,"body":"I always tell people that it's"},{"speaker":"Nathan Yeung","startTime":1178.62,"endTime":1182.28,"body":"always about sustainability and"},{"speaker":"Nathan Yeung","startTime":1178.62,"endTime":1182.28,"body":"practicality. Your whatever"},{"speaker":"Nathan Yeung","startTime":1182.28,"endTime":1185.49,"body":"tactic it is, you just have to"},{"speaker":"Nathan Yeung","startTime":1182.28,"endTime":1185.49,"body":"look at your organization and"},{"speaker":"Nathan Yeung","startTime":1185.49,"endTime":1188.4,"body":"really go What can I do"},{"speaker":"Nathan Yeung","startTime":1185.49,"endTime":1188.4,"body":"sustainably and practically,"},{"speaker":"Nathan Yeung","startTime":1188.4,"endTime":1191.28,"body":"what can I do for a long period"},{"speaker":"Nathan Yeung","startTime":1188.4,"endTime":1191.28,"body":"of time without worrying about"},{"speaker":"Nathan Yeung","startTime":1191.28,"endTime":1194.85,"body":"it, and what can I do well, and"},{"speaker":"Nathan Yeung","startTime":1191.28,"endTime":1194.85,"body":"if you can't do it, don't"},{"speaker":"Nathan Yeung","startTime":1194.85,"endTime":1198.57,"body":"bother. Not until you have scale"},{"speaker":"Nathan Yeung","startTime":1194.85,"endTime":1198.57,"body":"not until you have budget. Why?"},{"speaker":"Nathan Yeung","startTime":1198.63,"endTime":1201.6,"body":"Because you don't have by So"},{"speaker":"Nathan Yeung","startTime":1198.63,"endTime":1201.6,"body":"stop thinking you do, you don't"},{"speaker":"Nathan Yeung","startTime":1201.6,"endTime":1204.69,"body":"have time. You don't have you"},{"speaker":"Nathan Yeung","startTime":1201.6,"endTime":1204.69,"body":"don't have time budget, you"},{"speaker":"Nathan Yeung","startTime":1204.69,"endTime":1207.81,"body":"don't have money budget, you"},{"speaker":"Nathan Yeung","startTime":1204.69,"endTime":1207.81,"body":"don't have human capital budget."},{"speaker":"Nathan Yeung","startTime":1207.93,"endTime":1211.32,"body":"So whoever is doing whatever"},{"speaker":"Nathan Yeung","startTime":1207.93,"endTime":1211.32,"body":"your marketing tactic is, they"},{"speaker":"Nathan Yeung","startTime":1211.32,"endTime":1215.61,"body":"gotta focus on at least only one"},{"speaker":"Nathan Yeung","startTime":1211.32,"endTime":1215.61,"body":"or two things Max and it has to"},{"speaker":"Nathan Yeung","startTime":1215.61,"endTime":1217.98,"body":"fit under that sustainable and"},{"speaker":"Nathan Yeung","startTime":1215.61,"endTime":1217.98,"body":"practical principle."},{"speaker":"Matt Wolach","startTime":1219.109,"endTime":1221.509,"body":"I love it. Super,"},{"speaker":"Matt Wolach","startTime":1219.109,"endTime":1221.509,"body":"super good advice, something"},{"speaker":"Matt Wolach","startTime":1221.509,"endTime":1223.909,"body":"that people definitely need to"},{"speaker":"Matt Wolach","startTime":1221.509,"endTime":1223.909,"body":"listen to. And Nathan this has"},{"speaker":"Matt Wolach","startTime":1223.909,"endTime":1226.189,"body":"been awesome I really appreciate"},{"speaker":"Matt Wolach","startTime":1223.909,"endTime":1226.189,"body":"you coming on and sharing all"},{"speaker":"Matt Wolach","startTime":1226.189,"endTime":1229.699,"body":"your knowledge. Where can people"},{"speaker":"Matt Wolach","startTime":1226.189,"endTime":1229.699,"body":"learn more about what you're"},{"speaker":"Matt Wolach","startTime":1229.849,"endTime":1232.249,"body":"you're doing and of course of"},{"speaker":"Matt Wolach","startTime":1229.849,"endTime":1232.249,"body":"what you guys are doing it find"},{"speaker":"Nathan Yeung","startTime":1232.0,"endTime":1232.84,"body":"Yeah, awesome. So"},{"speaker":"Nathan Yeung","startTime":1232.0,"endTime":1232.84,"body":"I have like an Instagram real"},{"speaker":"Nathan Yeung","startTime":1232.249,"endTime":1232.909,"body":"your audience?"},{"speaker":"Nathan Yeung","startTime":1232.84,"endTime":1234.13,"body":"channel you can find me at"},{"speaker":"Nathan Yeung","startTime":1232.84,"endTime":1234.13,"body":"FYA.marketingbites and that's"},{"speaker":"Nathan Yeung","startTime":1234.13,"endTime":1243.13,"body":"with a Y you can also find me Of"},{"speaker":"Nathan Yeung","startTime":1234.13,"endTime":1243.13,"body":"course on LinkedIn Nathan Yeung"},{"speaker":"Nathan Yeung","startTime":1243.13,"endTime":1246.1,"body":"spelt ye U ng or of course my"},{"speaker":"Nathan Yeung","startTime":1243.13,"endTime":1246.1,"body":"website"},{"speaker":"Nathan Yeung","startTime":1246.22,"endTime":1247.84,"body":"www.findyouraudience.online."},{"speaker":"Matt Wolach","startTime":1249.43,"endTime":1250.99,"body":"Okay, cool. And"},{"speaker":"Matt Wolach","startTime":1249.43,"endTime":1250.99,"body":"we'll make sure we put that all"},{"speaker":"Matt Wolach","startTime":1250.99,"endTime":1252.88,"body":"into the show notes. So"},{"speaker":"Matt Wolach","startTime":1250.99,"endTime":1252.88,"body":"everybody listening, you'll be"},{"speaker":"Matt Wolach","startTime":1252.88,"endTime":1254.86,"body":"able to see it there and"},{"speaker":"Matt Wolach","startTime":1252.88,"endTime":1254.86,"body":"YouTube. If you're on YouTube."},{"speaker":"Matt Wolach","startTime":1255.01,"endTime":1257.89,"body":"You'll see it down below in the"},{"speaker":"Matt Wolach","startTime":1255.01,"endTime":1257.89,"body":"description. Nathan, this has"},{"speaker":"Matt Wolach","startTime":1257.89,"endTime":1260.17,"body":"been awesome. Thanks so much for"},{"speaker":"Matt Wolach","startTime":1257.89,"endTime":1260.17,"body":"coming on and sharing all this"},{"speaker":"Matt Wolach","startTime":1260.17,"endTime":1264.85,"body":"with us. Thank you, Matt."},{"speaker":"Matt Wolach","startTime":1260.17,"endTime":1264.85,"body":"Appreciate the time. Absolutely."},{"speaker":"Matt Wolach","startTime":1264.85,"endTime":1266.53,"body":"And everybody out there. Thanks"},{"speaker":"Matt Wolach","startTime":1264.85,"endTime":1266.53,"body":"for watching. Thanks for"},{"speaker":"Matt Wolach","startTime":1266.53,"endTime":1268.9,"body":"listening. We really appreciate"},{"speaker":"Matt Wolach","startTime":1266.53,"endTime":1268.9,"body":"you being here. Make sure you're"},{"speaker":"Matt Wolach","startTime":1268.9,"endTime":1271.09,"body":"subscribed to the show. Hit that"},{"speaker":"Matt Wolach","startTime":1268.9,"endTime":1271.09,"body":"subscribe button so you don't"},{"speaker":"Matt Wolach","startTime":1271.09,"endTime":1274.39,"body":"miss out on any other amazing"},{"speaker":"Matt Wolach","startTime":1271.09,"endTime":1274.39,"body":"leaders like Nathan, giving you"},{"speaker":"Matt Wolach","startTime":1274.39,"endTime":1277.33,"body":"all their best wisdom. Hit that"},{"speaker":"Matt Wolach","startTime":1274.39,"endTime":1277.33,"body":"up and then we will see you next"},{"speaker":"Matt Wolach","startTime":1277.33,"endTime":1278.29,"body":"time. Take care."},{"speaker":"Intro/ Outro","startTime":1281.83,"endTime":1284.38,"body":"Thanks for"},{"speaker":"Intro/ Outro","startTime":1281.83,"endTime":1284.38,"body":"listening to Scale Your SaaS."},{"speaker":"Intro/ Outro","startTime":1284.44,"endTime":1288.04,"body":"For more help on finding great"},{"speaker":"Intro/ Outro","startTime":1284.44,"endTime":1288.04,"body":"leads and closing more deals go"},{"speaker":"Intro/ Outro","startTime":1288.04,"endTime":1289.33,"body":"to Mattwolach.com"}]}