{"version":"1.0.0","segments":[{"speaker":"Matt Wolach","startTime":4.14,"endTime":6.66,"body":"Hello, and welcome"},{"speaker":"Matt Wolach","startTime":4.14,"endTime":6.66,"body":"to Scale Your SaaS really glad"},{"speaker":"Matt Wolach","startTime":6.66,"endTime":8.61,"body":"that you made it. Thank you very"},{"speaker":"Matt Wolach","startTime":6.66,"endTime":8.61,"body":"much. By the way, if this is"},{"speaker":"Matt Wolach","startTime":8.61,"endTime":11.64,"body":"your first time here, the goal"},{"speaker":"Matt Wolach","startTime":8.61,"endTime":11.64,"body":"of this show is to help you"},{"speaker":"Matt Wolach","startTime":11.64,"endTime":14.1,"body":"understand how to grow your"},{"speaker":"Matt Wolach","startTime":11.64,"endTime":14.1,"body":"company. So if you want to"},{"speaker":"Matt Wolach","startTime":14.1,"endTime":16.38,"body":"generate a bunch of leads, if"},{"speaker":"Matt Wolach","startTime":14.1,"endTime":16.38,"body":"you want to be able to close"},{"speaker":"Matt Wolach","startTime":16.38,"endTime":19.53,"body":"deals, if you want to scale your"},{"speaker":"Matt Wolach","startTime":16.38,"endTime":19.53,"body":"team and achieve an unbelievable"},{"speaker":"Matt Wolach","startTime":19.53,"endTime":23.07,"body":"valuation and exit, this is the"},{"speaker":"Matt Wolach","startTime":19.53,"endTime":23.07,"body":"show for you. Definitely make"},{"speaker":"Matt Wolach","startTime":23.07,"endTime":25.26,"body":"sure you subscribe. that"},{"speaker":"Matt Wolach","startTime":23.07,"endTime":25.26,"body":"subscribe button is going to get"},{"speaker":"Matt Wolach","startTime":25.26,"endTime":28.56,"body":"you all of the best leaders and"},{"speaker":"Matt Wolach","startTime":25.26,"endTime":28.56,"body":"experts within the industry,"},{"speaker":"Matt Wolach","startTime":28.71,"endTime":31.44,"body":"people who are going to share"},{"speaker":"Matt Wolach","startTime":28.71,"endTime":31.44,"body":"their experiences and what they"},{"speaker":"Matt Wolach","startTime":31.44,"endTime":35.04,"body":"know. So you can scale your SaaS"},{"speaker":"Matt Wolach","startTime":31.44,"endTime":35.04,"body":"and one of those experts is with"},{"speaker":"Matt Wolach","startTime":35.04,"endTime":37.5,"body":"us today. That's Brady Jensen."},{"speaker":"Matt Wolach","startTime":35.04,"endTime":37.5,"body":"Brady, how you doing?"},{"speaker":"Brady Jensen","startTime":37.5,"endTime":39.9,"body":"I'm doing great."},{"speaker":"Brady Jensen","startTime":37.5,"endTime":39.9,"body":"Thanks, Matt. Absolutely."},{"speaker":"Matt Wolach","startTime":41.17,"endTime":42.91,"body":"let me tell"},{"speaker":"Matt Wolach","startTime":41.17,"endTime":42.91,"body":"everybody who you are Brady. So"},{"speaker":"Matt Wolach","startTime":42.91,"endTime":46.33,"body":"Brady is the founder and CEO of"},{"speaker":"Matt Wolach","startTime":42.91,"endTime":46.33,"body":"Aggregate Insights. He is"},{"speaker":"Matt Wolach","startTime":46.33,"endTime":48.73,"body":"committed to fostering"},{"speaker":"Matt Wolach","startTime":46.33,"endTime":48.73,"body":"collaboration between sales and"},{"speaker":"Matt Wolach","startTime":48.73,"endTime":51.82,"body":"marketing teams to drive"},{"speaker":"Matt Wolach","startTime":48.73,"endTime":51.82,"body":"business success and improve"},{"speaker":"Matt Wolach","startTime":51.82,"endTime":55.09,"body":"alignment with external market"},{"speaker":"Matt Wolach","startTime":51.82,"endTime":55.09,"body":"realities. He founded aggregate"},{"speaker":"Matt Wolach","startTime":55.09,"endTime":58.84,"body":"insights in 2018, a pioneering"},{"speaker":"Matt Wolach","startTime":55.09,"endTime":58.84,"body":"venture dedicated to bridging"},{"speaker":"Matt Wolach","startTime":58.84,"endTime":61.9,"body":"the gap between sales and"},{"speaker":"Matt Wolach","startTime":58.84,"endTime":61.9,"body":"marketing. By enabling companies"},{"speaker":"Matt Wolach","startTime":61.9,"endTime":65.59,"body":"to validate assumptions through"},{"speaker":"Matt Wolach","startTime":61.9,"endTime":65.59,"body":"primary source research, the"},{"speaker":"Matt Wolach","startTime":65.59,"endTime":68.98,"body":"company helps their clients"},{"speaker":"Matt Wolach","startTime":65.59,"endTime":68.98,"body":"learn precisely what the buyers"},{"speaker":"Matt Wolach","startTime":68.98,"endTime":72.94,"body":"think, what makes or break a"},{"speaker":"Matt Wolach","startTime":68.98,"endTime":72.94,"body":"deal, and why customers"},{"speaker":"Matt Wolach","startTime":72.94,"endTime":75.67,"body":"needlessly churn and then what"},{"speaker":"Matt Wolach","startTime":72.94,"endTime":75.67,"body":"you can do about it, all of"},{"speaker":"Matt Wolach","startTime":75.67,"endTime":78.82,"body":"these things are super important"},{"speaker":"Matt Wolach","startTime":75.67,"endTime":78.82,"body":"to us as we grow. And I'm so"},{"speaker":"Matt Wolach","startTime":78.82,"endTime":80.89,"body":"glad he's here to join us. So"},{"speaker":"Matt Wolach","startTime":78.82,"endTime":80.89,"body":"Brady, thanks for coming on the"},{"speaker":"Matt Wolach","startTime":80.89,"endTime":84.58,"body":"show. Thanks for having me."},{"speaker":"Matt Wolach","startTime":80.89,"endTime":84.58,"body":"Absolutely. So tell me what have"},{"speaker":"Matt Wolach","startTime":84.58,"endTime":86.59,"body":"you been up to lately? And"},{"speaker":"Matt Wolach","startTime":84.58,"endTime":86.59,"body":"what's coming up for you?"},{"speaker":"Brady Jensen","startTime":87.75,"endTime":91.29,"body":"Yeah, right now"},{"speaker":"Brady Jensen","startTime":87.75,"endTime":91.29,"body":"we're heavy into sales kickoff"},{"speaker":"Brady Jensen","startTime":91.29,"endTime":96.3,"body":"season. So our clients are"},{"speaker":"Brady Jensen","startTime":91.29,"endTime":96.3,"body":"software companies, and every"},{"speaker":"Brady Jensen","startTime":96.3,"endTime":99.87,"body":"year sort of does do the same"},{"speaker":"Brady Jensen","startTime":96.3,"endTime":99.87,"body":"dance between marketing and"},{"speaker":"Brady Jensen","startTime":99.87,"endTime":104.1,"body":"sales, putting together what's"},{"speaker":"Brady Jensen","startTime":99.87,"endTime":104.1,"body":"going to go out to the sales"},{"speaker":"Brady Jensen","startTime":104.1,"endTime":107.76,"body":"team as far as the pitch the"},{"speaker":"Brady Jensen","startTime":104.1,"endTime":107.76,"body":"message, how they want to go to"},{"speaker":"Brady Jensen","startTime":107.76,"endTime":111.18,"body":"market. And we play a big part"},{"speaker":"Brady Jensen","startTime":107.76,"endTime":111.18,"body":"in that, for those companies"},{"speaker":"Brady Jensen","startTime":111.18,"endTime":115.95,"body":"that want to get really clear"},{"speaker":"Brady Jensen","startTime":111.18,"endTime":115.95,"body":"about how they should be going"},{"speaker":"Brady Jensen","startTime":115.95,"endTime":119.37,"body":"to market in the context of what"},{"speaker":"Brady Jensen","startTime":115.95,"endTime":119.37,"body":"the buyer wants from them."},{"speaker":"Matt Wolach","startTime":120.6,"endTime":122.76,"body":"Yeah, that makes"},{"speaker":"Matt Wolach","startTime":120.6,"endTime":122.76,"body":"sense. And it's something that I"},{"speaker":"Matt Wolach","startTime":122.76,"endTime":128.16,"body":"think not a lot of early stage"},{"speaker":"Matt Wolach","startTime":122.76,"endTime":128.16,"body":"companies think about enough is,"},{"speaker":"Matt Wolach","startTime":128.49,"endTime":131.55,"body":"what do the buyers actually"},{"speaker":"Matt Wolach","startTime":128.49,"endTime":131.55,"body":"want? And what I have seen, in"},{"speaker":"Matt Wolach","startTime":131.55,"endTime":134.19,"body":"my experience, you tell me if"},{"speaker":"Matt Wolach","startTime":131.55,"endTime":134.19,"body":"you feel the same, the most"},{"speaker":"Matt Wolach","startTime":134.19,"endTime":137.28,"body":"successful leaders are the ones"},{"speaker":"Matt Wolach","startTime":134.19,"endTime":137.28,"body":"who've really done their"},{"speaker":"Matt Wolach","startTime":137.28,"endTime":139.77,"body":"homework and had those"},{"speaker":"Matt Wolach","startTime":137.28,"endTime":139.77,"body":"conversations with their"},{"speaker":"Matt Wolach","startTime":139.8,"endTime":144.6,"body":"customers with the market and"},{"speaker":"Matt Wolach","startTime":139.8,"endTime":144.6,"body":"truly understand that buyer and"},{"speaker":"Matt Wolach","startTime":144.6,"endTime":145.89,"body":"what they need. Would you agree?"},{"speaker":"Brady Jensen","startTime":147.0,"endTime":151.11,"body":"100%, there's"},{"speaker":"Brady Jensen","startTime":147.0,"endTime":151.11,"body":"really no better way to de risk"},{"speaker":"Brady Jensen","startTime":151.14,"endTime":155.94,"body":"an early stage startup than"},{"speaker":"Brady Jensen","startTime":151.14,"endTime":155.94,"body":"understanding intimately who"},{"speaker":"Brady Jensen","startTime":155.94,"endTime":159.33,"body":"your buyer is, what they care"},{"speaker":"Brady Jensen","startTime":155.94,"endTime":159.33,"body":"about how they want to be sold"},{"speaker":"Brady Jensen","startTime":159.33,"endTime":163.02,"body":"to, how they buy the sorts of"},{"speaker":"Brady Jensen","startTime":159.33,"endTime":163.02,"body":"things that you're trying to"},{"speaker":"Brady Jensen","startTime":163.02,"endTime":167.64,"body":"sell. Without it, you're you're"},{"speaker":"Brady Jensen","startTime":163.02,"endTime":167.64,"body":"just blindly walking around"},{"speaker":"Brady Jensen","startTime":167.64,"endTime":171.0,"body":"without a map that is available"},{"speaker":"Brady Jensen","startTime":167.64,"endTime":171.0,"body":"to you if you take the effort"},{"speaker":"Brady Jensen","startTime":171.0,"endTime":173.43,"body":"and and do the work to do that."},{"speaker":"Matt Wolach","startTime":174.78,"endTime":177.27,"body":"I totally agree. So"},{"speaker":"Matt Wolach","startTime":174.78,"endTime":177.27,"body":"aggregate insights, you guys"},{"speaker":"Matt Wolach","startTime":177.27,"endTime":180.96,"body":"specialize in data analytics."},{"speaker":"Matt Wolach","startTime":177.27,"endTime":180.96,"body":"How did the whole idea for this"},{"speaker":"Matt Wolach","startTime":180.96,"endTime":183.9,"body":"company originally what what"},{"speaker":"Matt Wolach","startTime":180.96,"endTime":183.9,"body":"came to you that said, we need"},{"speaker":"Matt Wolach","startTime":183.9,"endTime":185.37,"body":"this? Yeah,"},{"speaker":"Brady Jensen","startTime":185.37,"endTime":189.21,"body":"so I started the"},{"speaker":"Brady Jensen","startTime":185.37,"endTime":189.21,"body":"company in 2018. And this was"},{"speaker":"Brady Jensen","startTime":189.21,"endTime":195.0,"body":"after about a decade of time in"},{"speaker":"Brady Jensen","startTime":189.21,"endTime":195.0,"body":"software myself, I was first a"},{"speaker":"Brady Jensen","startTime":195.0,"endTime":200.7,"body":"seller, sold software pretty"},{"speaker":"Brady Jensen","startTime":195.0,"endTime":200.7,"body":"successfully looked at the"},{"speaker":"Brady Jensen","startTime":200.7,"endTime":203.58,"body":"product marketing folks and"},{"speaker":"Brady Jensen","startTime":200.7,"endTime":203.58,"body":"thought that looks like a lot of"},{"speaker":"Brady Jensen","startTime":203.58,"endTime":207.66,"body":"fun as well. And I wanted to try"},{"speaker":"Brady Jensen","startTime":203.58,"endTime":207.66,"body":"my hand at it. But what I had"},{"speaker":"Brady Jensen","startTime":207.66,"endTime":213.96,"body":"found is as a as a seller, there"},{"speaker":"Brady Jensen","startTime":207.66,"endTime":213.96,"body":"was always this lack of trust"},{"speaker":"Brady Jensen","startTime":213.96,"endTime":218.61,"body":"about what marketing was"},{"speaker":"Brady Jensen","startTime":213.96,"endTime":218.61,"body":"expecting us to do. Everybody"},{"speaker":"Brady Jensen","startTime":218.61,"endTime":221.85,"body":"who had been around for a while"},{"speaker":"Brady Jensen","startTime":218.61,"endTime":221.85,"body":"they'd they had sold, they had"},{"speaker":"Brady Jensen","startTime":221.85,"endTime":224.79,"body":"their own way of doing things."},{"speaker":"Brady Jensen","startTime":221.85,"endTime":224.79,"body":"And the same sort of"},{"speaker":"Brady Jensen","startTime":224.79,"endTime":227.64,"body":"conversations I was talking"},{"speaker":"Brady Jensen","startTime":224.79,"endTime":227.64,"body":"about with the sales kickoff."},{"speaker":"Brady Jensen","startTime":228.06,"endTime":231.72,"body":"Oftentimes were met with some"},{"speaker":"Brady Jensen","startTime":228.06,"endTime":231.72,"body":"skepticism sales would get in"},{"speaker":"Brady Jensen","startTime":231.72,"endTime":236.46,"body":"the meat in a room. Marketing"},{"speaker":"Brady Jensen","startTime":231.72,"endTime":236.46,"body":"would unveil the pitch and say,"},{"speaker":"Brady Jensen","startTime":236.46,"endTime":239.4,"body":"here's how we're going to have"},{"speaker":"Brady Jensen","startTime":236.46,"endTime":239.4,"body":"you sell this year. We're going"},{"speaker":"Brady Jensen","startTime":239.4,"endTime":245.37,"body":"to even certify you on it which"},{"speaker":"Brady Jensen","startTime":239.4,"endTime":245.37,"body":"he'll sales hates. But but puts"},{"speaker":"Brady Jensen","startTime":245.37,"endTime":250.62,"body":"up with and the salespeople will"},{"speaker":"Brady Jensen","startTime":245.37,"endTime":250.62,"body":"kind of look at each other half"},{"speaker":"Brady Jensen","startTime":250.62,"endTime":255.69,"body":"hung over and say, well, this"},{"speaker":"Brady Jensen","startTime":250.62,"endTime":255.69,"body":"just their opinion, right? Like,"},{"speaker":"Brady Jensen","startTime":255.9,"endTime":259.26,"body":"why should Why should I adopt a"},{"speaker":"Brady Jensen","startTime":255.9,"endTime":259.26,"body":"message the marketing folks want"},{"speaker":"Brady Jensen","startTime":259.26,"endTime":264.9,"body":"me to? And I remember as a"},{"speaker":"Brady Jensen","startTime":259.26,"endTime":264.9,"body":"seller thinking, well, if I am a"},{"speaker":"Brady Jensen","startTime":264.9,"endTime":268.59,"body":"seller and their marketing, they"},{"speaker":"Brady Jensen","startTime":264.9,"endTime":268.59,"body":"know what they're doing. We"},{"speaker":"Brady Jensen","startTime":268.59,"endTime":271.29,"body":"probably don't see what's"},{"speaker":"Brady Jensen","startTime":268.59,"endTime":271.29,"body":"happening behind the scenes."},{"speaker":"Brady Jensen","startTime":272.01,"endTime":274.53,"body":"They're probably doing all their"},{"speaker":"Brady Jensen","startTime":272.01,"endTime":274.53,"body":"homework, they're gonna bring"},{"speaker":"Brady Jensen","startTime":274.53,"endTime":277.68,"body":"their receipts, they just don't"},{"speaker":"Brady Jensen","startTime":274.53,"endTime":277.68,"body":"show them to us, right. And then"},{"speaker":"Brady Jensen","startTime":277.98,"endTime":282.69,"body":"I joined the marketing team and"},{"speaker":"Brady Jensen","startTime":277.98,"endTime":282.69,"body":"was pretty dismayed to find out"},{"speaker":"Brady Jensen","startTime":282.69,"endTime":288.51,"body":"that every company I was a part"},{"speaker":"Brady Jensen","startTime":282.69,"endTime":288.51,"body":"of pre IPO startups that went"},{"speaker":"Brady Jensen","startTime":288.51,"endTime":294.66,"body":"public, early stage, you name"},{"speaker":"Brady Jensen","startTime":288.51,"endTime":294.66,"body":"it. They weren't doing it. They"},{"speaker":"Brady Jensen","startTime":294.66,"endTime":300.24,"body":"literally were coming up with a"},{"speaker":"Brady Jensen","startTime":294.66,"endTime":300.24,"body":"pitch a position a message In a"},{"speaker":"Brady Jensen","startTime":300.24,"endTime":303.21,"body":"couple of hours in a conference"},{"speaker":"Brady Jensen","startTime":300.24,"endTime":303.21,"body":"room with some executives,"},{"speaker":"Brady Jensen","startTime":304.08,"endTime":307.02,"body":"without having any conversations"},{"speaker":"Brady Jensen","startTime":304.08,"endTime":307.02,"body":"with buyers without"},{"speaker":"Brady Jensen","startTime":307.05,"endTime":310.8,"body":"understanding whether or not it"},{"speaker":"Brady Jensen","startTime":307.05,"endTime":310.8,"body":"even landed with the buyers, and"},{"speaker":"Brady Jensen","startTime":310.8,"endTime":314.88,"body":"I got frustrated with it, I was"},{"speaker":"Brady Jensen","startTime":310.8,"endTime":314.88,"body":"part of some of these exercises"},{"speaker":"Brady Jensen","startTime":314.88,"endTime":317.91,"body":"where I just felt like we were"},{"speaker":"Brady Jensen","startTime":314.88,"endTime":317.91,"body":"doing a disservice to the sales"},{"speaker":"Brady Jensen","startTime":317.91,"endTime":322.74,"body":"folks. Bye, bye, getting up with"},{"speaker":"Brady Jensen","startTime":317.91,"endTime":322.74,"body":"such confidence to tell them how"},{"speaker":"Brady Jensen","startTime":322.74,"endTime":325.44,"body":"they were supposed to do things,"},{"speaker":"Brady Jensen","startTime":322.74,"endTime":325.44,"body":"knowing that they were going to"},{"speaker":"Brady Jensen","startTime":325.44,"endTime":330.63,"body":"be guinea pigs for a good three"},{"speaker":"Brady Jensen","startTime":325.44,"endTime":330.63,"body":"to six months, while us in"},{"speaker":"Brady Jensen","startTime":330.63,"endTime":334.95,"body":"marketing would tell them, well"},{"speaker":"Brady Jensen","startTime":330.63,"endTime":334.95,"body":"just just go out and pitch it"},{"speaker":"Brady Jensen","startTime":334.95,"endTime":338.55,"body":"and come back and give us your"},{"speaker":"Brady Jensen","startTime":334.95,"endTime":338.55,"body":"feedback. What did you hear from"},{"speaker":"Brady Jensen","startTime":338.55,"endTime":343.05,"body":"the market? Right? Well, that's"},{"speaker":"Brady Jensen","startTime":338.55,"endTime":343.05,"body":"a very expensive. It's a very"},{"speaker":"Brady Jensen","startTime":343.05,"endTime":346.92,"body":"expensive experiment, to have"},{"speaker":"Brady Jensen","startTime":343.05,"endTime":346.92,"body":"all these really high sale, high"},{"speaker":"Brady Jensen","startTime":346.92,"endTime":353.31,"body":"paid sales members who should be"},{"speaker":"Brady Jensen","startTime":346.92,"endTime":353.31,"body":"out there selling confidently"},{"speaker":"Brady Jensen","startTime":354.27,"endTime":357.57,"body":"helping you understand whether"},{"speaker":"Brady Jensen","startTime":354.27,"endTime":357.57,"body":"or not you and your opinions"},{"speaker":"Brady Jensen","startTime":357.6,"endTime":359.61,"body":"happen to be right this year or"},{"speaker":"Brady Jensen","startTime":357.6,"endTime":359.61,"body":"not."},{"speaker":"Matt Wolach","startTime":360.8,"endTime":362.78,"body":"Yeah, I mean, it's"},{"speaker":"Matt Wolach","startTime":360.8,"endTime":362.78,"body":"super expensive, not only their"},{"speaker":"Matt Wolach","startTime":362.78,"endTime":365.9,"body":"time spent, but the opportunity"},{"speaker":"Matt Wolach","startTime":362.78,"endTime":365.9,"body":"lost in the fact that your sales"},{"speaker":"Matt Wolach","startTime":365.9,"endTime":368.63,"body":"team won't have any success"},{"speaker":"Matt Wolach","startTime":365.9,"endTime":368.63,"body":"because you didn't do that"},{"speaker":"Matt Wolach","startTime":368.63,"endTime":371.12,"body":"research, you didn't understand"},{"speaker":"Matt Wolach","startTime":368.63,"endTime":371.12,"body":"exactly what the buyer would"},{"speaker":"Matt Wolach","startTime":371.12,"endTime":374.09,"body":"need. And it's just, I mean,"},{"speaker":"Matt Wolach","startTime":371.12,"endTime":374.09,"body":"falling three months behind in"},{"speaker":"Matt Wolach","startTime":374.09,"endTime":377.69,"body":"software is is crazy. Like"},{"speaker":"Matt Wolach","startTime":374.09,"endTime":377.69,"body":"that's, that's really hard. This"},{"speaker":"Matt Wolach","startTime":377.69,"endTime":380.84,"body":"industry goes very, very fast."},{"speaker":"Matt Wolach","startTime":377.69,"endTime":380.84,"body":"And you just can't do that."},{"speaker":"Brady Jensen","startTime":381.84,"endTime":385.86,"body":"well, you can't."},{"speaker":"Brady Jensen","startTime":381.84,"endTime":385.86,"body":"And the even scarier part is, if"},{"speaker":"Brady Jensen","startTime":385.86,"endTime":390.12,"body":"it's not working in q1, then"},{"speaker":"Brady Jensen","startTime":385.86,"endTime":390.12,"body":"marketing goes back to the, to"},{"speaker":"Brady Jensen","startTime":390.12,"endTime":395.01,"body":"the laboratory and comes up with"},{"speaker":"Brady Jensen","startTime":390.12,"endTime":395.01,"body":"another guess. Right. And, and"},{"speaker":"Brady Jensen","startTime":395.01,"endTime":398.85,"body":"you can waste a good year before"},{"speaker":"Brady Jensen","startTime":395.01,"endTime":398.85,"body":"you ever even find that you know"},{"speaker":"Brady Jensen","startTime":398.85,"endTime":401.82,"body":"what none of this is working."},{"speaker":"Brady Jensen","startTime":398.85,"endTime":401.82,"body":"And then the executives get"},{"speaker":"Brady Jensen","startTime":401.82,"endTime":405.93,"body":"fired, after they point fingers"},{"speaker":"Brady Jensen","startTime":401.82,"endTime":405.93,"body":"at each other and decide who's"},{"speaker":"Brady Jensen","startTime":405.93,"endTime":408.75,"body":"going to be on the chopping"},{"speaker":"Brady Jensen","startTime":405.93,"endTime":408.75,"body":"block, when ultimately there is"},{"speaker":"Brady Jensen","startTime":408.75,"endTime":412.77,"body":"a single source of truth the"},{"speaker":"Brady Jensen","startTime":408.75,"endTime":412.77,"body":"buyer, but nobody's really"},{"speaker":"Brady Jensen","startTime":412.77,"endTime":417.15,"body":"talking to them in this context,"},{"speaker":"Brady Jensen","startTime":412.77,"endTime":417.15,"body":"sales, sales is there to sell"},{"speaker":"Brady Jensen","startTime":417.15,"endTime":420.24,"body":"marketing should be talking to"},{"speaker":"Brady Jensen","startTime":417.15,"endTime":420.24,"body":"them, I was talking to a fortune"},{"speaker":"Brady Jensen","startTime":420.24,"endTime":426.09,"body":"500, cmo this week, practicing"},{"speaker":"Brady Jensen","startTime":420.24,"endTime":426.09,"body":"what we preach, I go out, and we"},{"speaker":"Brady Jensen","startTime":426.12,"endTime":428.91,"body":"do the same type of stuff, we"},{"speaker":"Brady Jensen","startTime":426.12,"endTime":428.91,"body":"talked to our buyer all the time"},{"speaker":"Brady Jensen","startTime":428.91,"endTime":432.69,"body":"to understand and what she told"},{"speaker":"Brady Jensen","startTime":428.91,"endTime":432.69,"body":"me where she said, marketers are"},{"speaker":"Brady Jensen","startTime":432.69,"endTime":438.87,"body":"scared to talk to the customer,"},{"speaker":"Brady Jensen","startTime":432.69,"endTime":438.87,"body":"which all the sudden dawned on"},{"speaker":"Brady Jensen","startTime":438.87,"endTime":442.86,"body":"me like, it's why and that is"},{"speaker":"Brady Jensen","startTime":438.87,"endTime":442.86,"body":"the problem. Almost every"},{"speaker":"Brady Jensen","startTime":442.86,"endTime":446.58,"body":"marketer has never been a"},{"speaker":"Brady Jensen","startTime":442.86,"endTime":446.58,"body":"salesperson. Very, very seldom"},{"speaker":"Brady Jensen","startTime":446.58,"endTime":449.85,"body":"do you get one that was a"},{"speaker":"Brady Jensen","startTime":446.58,"endTime":449.85,"body":"salesperson and was a successful"},{"speaker":"Brady Jensen","startTime":449.85,"endTime":454.65,"body":"salesperson before they became a"},{"speaker":"Brady Jensen","startTime":449.85,"endTime":454.65,"body":"marketer. And it's this refuge"},{"speaker":"Brady Jensen","startTime":454.65,"endTime":457.92,"body":"for people who actually don't"},{"speaker":"Brady Jensen","startTime":454.65,"endTime":457.92,"body":"want to have those"},{"speaker":"Brady Jensen","startTime":457.92,"endTime":461.76,"body":"conversations. They're scared."},{"speaker":"Brady Jensen","startTime":457.92,"endTime":461.76,"body":"So you know, my message to the"},{"speaker":"Brady Jensen","startTime":461.79,"endTime":467.67,"body":"to anyone who will listen is"},{"speaker":"Brady Jensen","startTime":461.79,"endTime":467.67,"body":"toughen up. Talk to the buyer,"},{"speaker":"Brady Jensen","startTime":467.88,"endTime":470.82,"body":"you're not going to do yourself"},{"speaker":"Brady Jensen","startTime":467.88,"endTime":470.82,"body":"any favors by hoping that you"},{"speaker":"Brady Jensen","startTime":470.82,"endTime":473.52,"body":"got it right. When you have a"},{"speaker":"Brady Jensen","startTime":470.82,"endTime":473.52,"body":"chance to get it right the first"},{"speaker":"Brady Jensen","startTime":473.52,"endTime":473.88,"body":"time."},{"speaker":"Matt Wolach","startTime":475.47,"endTime":477.63,"body":"Yeah, it's so true."},{"speaker":"Matt Wolach","startTime":475.47,"endTime":477.63,"body":"Getting it right. The first time"},{"speaker":"Matt Wolach","startTime":477.63,"endTime":480.66,"body":"is critically important. And how"},{"speaker":"Matt Wolach","startTime":477.63,"endTime":480.66,"body":"does aggregate insights help"},{"speaker":"Matt Wolach","startTime":480.66,"endTime":481.17,"body":"with that?"},{"speaker":"Brady Jensen","startTime":482.19,"endTime":486.57,"body":"Yeah, so we do a"},{"speaker":"Brady Jensen","startTime":482.19,"endTime":486.57,"body":"variety of different primary"},{"speaker":"Brady Jensen","startTime":486.57,"endTime":492.3,"body":"research components. So you"},{"speaker":"Brady Jensen","startTime":486.57,"endTime":492.3,"body":"know, if you think about the"},{"speaker":"Brady Jensen","startTime":492.3,"endTime":499.08,"body":"consumer world, your your, your"},{"speaker":"Brady Jensen","startTime":492.3,"endTime":499.08,"body":"consumer brands are constantly"},{"speaker":"Brady Jensen","startTime":499.11,"endTime":501.78,"body":"talking to the buyer. They're"},{"speaker":"Brady Jensen","startTime":499.11,"endTime":501.78,"body":"serving the buyer, they're"},{"speaker":"Brady Jensen","startTime":501.78,"endTime":507.78,"body":"having in depth interviews with"},{"speaker":"Brady Jensen","startTime":501.78,"endTime":507.78,"body":"people, they're doing focus"},{"speaker":"Brady Jensen","startTime":507.78,"endTime":511.53,"body":"groups on this side of the"},{"speaker":"Brady Jensen","startTime":507.78,"endTime":511.53,"body":"aisle, you know, b2b software"},{"speaker":"Brady Jensen","startTime":511.53,"endTime":515.76,"body":"that we spend our time in,"},{"speaker":"Brady Jensen","startTime":511.53,"endTime":515.76,"body":"folks, they don't do any of"},{"speaker":"Brady Jensen","startTime":515.76,"endTime":519.15,"body":"this. So we start at the very"},{"speaker":"Brady Jensen","startTime":515.76,"endTime":519.15,"body":"beginning stage of saying, Okay,"},{"speaker":"Brady Jensen","startTime":520.56,"endTime":523.98,"body":"who is your buyer, and we build"},{"speaker":"Brady Jensen","startTime":520.56,"endTime":523.98,"body":"personas that are not focused"},{"speaker":"Brady Jensen","startTime":523.98,"endTime":529.2,"body":"on. Here's, here's Sally, and"},{"speaker":"Brady Jensen","startTime":523.98,"endTime":529.2,"body":"she is a soccer mom, and she"},{"speaker":"Brady Jensen","startTime":529.2,"endTime":532.74,"body":"drives a Mazda rod, who cares,"},{"speaker":"Brady Jensen","startTime":529.2,"endTime":532.74,"body":"right? What we care about is,"},{"speaker":"Brady Jensen","startTime":533.82,"endTime":538.23,"body":"can we build a persona that"},{"speaker":"Brady Jensen","startTime":533.82,"endTime":538.23,"body":"helps people understand for my"},{"speaker":"Brady Jensen","startTime":538.23,"endTime":543.75,"body":"ICP? Who is this person? How do"},{"speaker":"Brady Jensen","startTime":538.23,"endTime":543.75,"body":"I sell to them? How do I appeal"},{"speaker":"Brady Jensen","startTime":543.75,"endTime":546.57,"body":"to them, and it should be a"},{"speaker":"Brady Jensen","startTime":543.75,"endTime":546.57,"body":"document you can hand to sales"},{"speaker":"Brady Jensen","startTime":546.57,"endTime":549.75,"body":"and sales can run with and know"},{"speaker":"Brady Jensen","startTime":546.57,"endTime":549.75,"body":"exactly how they should appeal"},{"speaker":"Brady Jensen","startTime":549.75,"endTime":553.71,"body":"to this type of person not"},{"speaker":"Brady Jensen","startTime":549.75,"endTime":553.71,"body":"handed to marketing marketing"},{"speaker":"Brady Jensen","startTime":553.71,"endTime":557.97,"body":"can interpret it, they can"},{"speaker":"Brady Jensen","startTime":553.71,"endTime":557.97,"body":"figure out how to use it, it"},{"speaker":"Brady Jensen","startTime":557.97,"endTime":561.42,"body":"should be something that is"},{"speaker":"Brady Jensen","startTime":557.97,"endTime":561.42,"body":"enable sales right off the bat."},{"speaker":"Brady Jensen","startTime":561.42,"endTime":565.98,"body":"So personas are built by having"},{"speaker":"Brady Jensen","startTime":561.42,"endTime":565.98,"body":"those direct conversations with"},{"speaker":"Brady Jensen","startTime":565.98,"endTime":569.04,"body":"the buyer and understand"},{"speaker":"Brady Jensen","startTime":565.98,"endTime":569.04,"body":"everything we possibly can about"},{"speaker":"Brady Jensen","startTime":569.04,"endTime":573.84,"body":"them across a bunch of different"},{"speaker":"Brady Jensen","startTime":569.04,"endTime":573.84,"body":"buyers so that we can start we"},{"speaker":"Brady Jensen","startTime":573.84,"endTime":579.72,"body":"can start connecting the dots."},{"speaker":"Brady Jensen","startTime":573.84,"endTime":579.72,"body":"Right? What is what is the same"},{"speaker":"Brady Jensen","startTime":579.72,"endTime":583.89,"body":"about all these buyers? There's"},{"speaker":"Brady Jensen","startTime":579.72,"endTime":583.89,"body":"no no way for you to appeal to"},{"speaker":"Brady Jensen","startTime":583.89,"endTime":586.65,"body":"every person in the room, but"},{"speaker":"Brady Jensen","startTime":583.89,"endTime":586.65,"body":"you can build a composite of the"},{"speaker":"Brady Jensen","startTime":586.65,"endTime":589.71,"body":"person and sell to that"},{"speaker":"Brady Jensen","startTime":586.65,"endTime":589.71,"body":"composite and you're going to be"},{"speaker":"Brady Jensen","startTime":589.71,"endTime":593.16,"body":"a whole lot more successful than"},{"speaker":"Brady Jensen","startTime":589.71,"endTime":593.16,"body":"trying to read the tea leaves"},{"speaker":"Brady Jensen","startTime":593.16,"endTime":596.94,"body":"about exactly what each"},{"speaker":"Brady Jensen","startTime":593.16,"endTime":596.94,"body":"individual person in every sale"},{"speaker":"Brady Jensen","startTime":596.97,"endTime":601.17,"body":"sales cycle, wants, wants and"},{"speaker":"Brady Jensen","startTime":596.97,"endTime":601.17,"body":"needs. And as a companion of"},{"speaker":"Brady Jensen","startTime":601.17,"endTime":604.32,"body":"that, we also do a lot of work"},{"speaker":"Brady Jensen","startTime":601.17,"endTime":604.32,"body":"around helping companies"},{"speaker":"Brady Jensen","startTime":604.32,"endTime":608.7,"body":"understand what their"},{"speaker":"Brady Jensen","startTime":604.32,"endTime":608.7,"body":"differentiators are. In the"},{"speaker":"Brady Jensen","startTime":608.7,"endTime":612.12,"body":"marketing world that I come"},{"speaker":"Brady Jensen","startTime":608.7,"endTime":612.12,"body":"from, and all the clients who"},{"speaker":"Brady Jensen","startTime":612.12,"endTime":616.08,"body":"come to us differentiators are"},{"speaker":"Brady Jensen","startTime":612.12,"endTime":616.08,"body":"thought of as, what are we good"},{"speaker":"Brady Jensen","startTime":616.08,"endTime":621.63,"body":"at, which is a great start, it's"},{"speaker":"Brady Jensen","startTime":616.08,"endTime":621.63,"body":"a good place to, to have to open"},{"speaker":"Brady Jensen","startTime":621.63,"endTime":624.96,"body":"up the conversation. But at the"},{"speaker":"Brady Jensen","startTime":621.63,"endTime":624.96,"body":"end of the day, I'm a great kite"},{"speaker":"Brady Jensen","startTime":624.96,"endTime":629.85,"body":"surfer. Nobody pays me to do it."},{"speaker":"Brady Jensen","startTime":624.96,"endTime":629.85,"body":"And they never will, right. But"},{"speaker":"Brady Jensen","startTime":629.85,"endTime":632.94,"body":"I could, I could slap that on a"},{"speaker":"Brady Jensen","startTime":629.85,"endTime":632.94,"body":"resume, and it wouldn't sell."},{"speaker":"Brady Jensen","startTime":633.39,"endTime":637.62,"body":"You have to put in front of"},{"speaker":"Brady Jensen","startTime":633.39,"endTime":637.62,"body":"buyers, not what you're good at."},{"speaker":"Brady Jensen","startTime":638.16,"endTime":641.37,"body":"But the intersection of what is"},{"speaker":"Brady Jensen","startTime":638.16,"endTime":641.37,"body":"unique about what you're doing"},{"speaker":"Brady Jensen","startTime":641.4,"endTime":643.5,"body":"doesn't mean that you're the"},{"speaker":"Brady Jensen","startTime":641.4,"endTime":643.5,"body":"only person doing it, but you"},{"speaker":"Brady Jensen","startTime":643.5,"endTime":648.03,"body":"should be doing it in a new in a"},{"speaker":"Brady Jensen","startTime":643.5,"endTime":648.03,"body":"unique way. What is durable,"},{"speaker":"Brady Jensen","startTime":648.06,"endTime":651.21,"body":"right? And in software? That's"},{"speaker":"Brady Jensen","startTime":648.06,"endTime":651.21,"body":"always a big question, right?"},{"speaker":"Brady Jensen","startTime":651.21,"endTime":655.32,"body":"Can they code this thing and"},{"speaker":"Brady Jensen","startTime":651.21,"endTime":655.32,"body":"three months and take away? What"},{"speaker":"Brady Jensen","startTime":655.32,"endTime":659.4,"body":"I'm out there saying is what"},{"speaker":"Brady Jensen","startTime":655.32,"endTime":659.4,"body":"makes me unique? Or do I have a"},{"speaker":"Brady Jensen","startTime":659.43,"endTime":665.1,"body":"moat around me that allows some"},{"speaker":"Brady Jensen","startTime":659.43,"endTime":665.1,"body":"protection? Can I prove it right"},{"speaker":"Brady Jensen","startTime":665.16,"endTime":669.3,"body":"in a way that the buyer in my"},{"speaker":"Brady Jensen","startTime":665.16,"endTime":669.3,"body":"market will accept. And that's"},{"speaker":"Brady Jensen","startTime":669.3,"endTime":672.0,"body":"different for all types of"},{"speaker":"Brady Jensen","startTime":669.3,"endTime":672.0,"body":"markets. There are very"},{"speaker":"Brady Jensen","startTime":672.0,"endTime":674.97,"body":"technical markets where that"},{"speaker":"Brady Jensen","startTime":672.0,"endTime":674.97,"body":"proof needs to be airtight,"},{"speaker":"Brady Jensen","startTime":674.97,"endTime":679.26,"body":"they're somewhere, they may give"},{"speaker":"Brady Jensen","startTime":674.97,"endTime":679.26,"body":"you a little leeway. Those are"},{"speaker":"Brady Jensen","startTime":679.26,"endTime":682.26,"body":"all things that you can get in a"},{"speaker":"Brady Jensen","startTime":679.26,"endTime":682.26,"body":"room and have a conversation"},{"speaker":"Brady Jensen","startTime":682.29,"endTime":685.98,"body":"internally about. But"},{"speaker":"Brady Jensen","startTime":682.29,"endTime":685.98,"body":"ultimately, the final test is"},{"speaker":"Brady Jensen","startTime":687.6,"endTime":692.31,"body":"what does the what does the"},{"speaker":"Brady Jensen","startTime":687.6,"endTime":692.31,"body":"actual buyer value? Right? So we"},{"speaker":"Brady Jensen","startTime":692.31,"endTime":696.78,"body":"go out with having done that"},{"speaker":"Brady Jensen","startTime":692.31,"endTime":696.78,"body":"exercise with, with our clients"},{"speaker":"Brady Jensen","startTime":697.14,"endTime":701.64,"body":"to help take that and then say,"},{"speaker":"Brady Jensen","startTime":697.14,"endTime":701.64,"body":"Okay, Mr. Mrs. Buyer, what do"},{"speaker":"Brady Jensen","startTime":701.64,"endTime":706.92,"body":"you care about? What do you what"},{"speaker":"Brady Jensen","startTime":701.64,"endTime":706.92,"body":"do you place value in? And not"},{"speaker":"Brady Jensen","startTime":706.92,"endTime":711.99,"body":"only? How do the things that we"},{"speaker":"Brady Jensen","startTime":706.92,"endTime":711.99,"body":"think you should care about and"},{"speaker":"Brady Jensen","startTime":711.99,"endTime":717.0,"body":"place value in? That we do? But"},{"speaker":"Brady Jensen","startTime":711.99,"endTime":717.0,"body":"also, how does that compare to"},{"speaker":"Brady Jensen","startTime":717.0,"endTime":720.57,"body":"the market writ large, right?"},{"speaker":"Brady Jensen","startTime":717.0,"endTime":720.57,"body":"Like there are other players in"},{"speaker":"Brady Jensen","startTime":720.57,"endTime":724.47,"body":"the market. And it's very simple"},{"speaker":"Brady Jensen","startTime":720.57,"endTime":724.47,"body":"to go find how people are trying"},{"speaker":"Brady Jensen","startTime":724.47,"endTime":727.95,"body":"to differentiate, go to any SAS"},{"speaker":"Brady Jensen","startTime":724.47,"endTime":727.95,"body":"website, and you're going to see"},{"speaker":"Brady Jensen","startTime":727.95,"endTime":730.92,"body":"sort of three pillars, and"},{"speaker":"Brady Jensen","startTime":727.95,"endTime":730.92,"body":"they're going to use that to"},{"speaker":"Brady Jensen","startTime":731.04,"endTime":735.36,"body":"anchor their value. And most of"},{"speaker":"Brady Jensen","startTime":731.04,"endTime":735.36,"body":"them are not taking this step."},{"speaker":"Brady Jensen","startTime":735.39,"endTime":738.87,"body":"So you can go and actually find"},{"speaker":"Brady Jensen","startTime":735.39,"endTime":738.87,"body":"where can you steal, right?"},{"speaker":"Brady Jensen","startTime":738.9,"endTime":741.57,"body":"Where can you go and say, well,"},{"speaker":"Brady Jensen","startTime":738.9,"endTime":741.57,"body":"actually, that's our"},{"speaker":"Brady Jensen","startTime":741.57,"endTime":744.66,"body":"differentiator, all we got to do"},{"speaker":"Brady Jensen","startTime":741.57,"endTime":744.66,"body":"is make a little noise about it"},{"speaker":"Brady Jensen","startTime":744.66,"endTime":750.69,"body":"and prove that it's ours to"},{"speaker":"Brady Jensen","startTime":744.66,"endTime":750.69,"body":"have. So helping our customers"},{"speaker":"Brady Jensen","startTime":750.99,"endTime":755.31,"body":"get a stack rank of everything"},{"speaker":"Brady Jensen","startTime":750.99,"endTime":755.31,"body":"that a client that everything a"},{"speaker":"Brady Jensen","startTime":755.31,"endTime":759.72,"body":"buyer cares about. And where you"},{"speaker":"Brady Jensen","startTime":755.31,"endTime":759.72,"body":"can play the best comes into"},{"speaker":"Brady Jensen","startTime":759.72,"endTime":766.17,"body":"play. And it's super important."},{"speaker":"Brady Jensen","startTime":759.72,"endTime":766.17,"body":"The last two things are not"},{"speaker":"Brady Jensen","startTime":766.17,"endTime":769.65,"body":"necessarily on the front end."},{"speaker":"Brady Jensen","startTime":766.17,"endTime":769.65,"body":"But it's sort of in the mid"},{"speaker":"Brady Jensen","startTime":769.65,"endTime":773.55,"body":"funnel to the bottom of the"},{"speaker":"Brady Jensen","startTime":769.65,"endTime":773.55,"body":"funnel, is we do a lot of work"},{"speaker":"Brady Jensen","startTime":773.55,"endTime":776.55,"body":"around helping people understand"},{"speaker":"Brady Jensen","startTime":773.55,"endTime":776.55,"body":"market intelligence. So not just"},{"speaker":"Brady Jensen","startTime":776.55,"endTime":780.21,"body":"what does the buyer care about?"},{"speaker":"Brady Jensen","startTime":776.55,"endTime":780.21,"body":"Or what do they think? But what"},{"speaker":"Brady Jensen","startTime":780.24,"endTime":783.15,"body":"what's happening in the market?"},{"speaker":"Brady Jensen","startTime":780.24,"endTime":783.15,"body":"What are other people thinking"},{"speaker":"Brady Jensen","startTime":783.15,"endTime":785.82,"body":"about? What are the points of"},{"speaker":"Brady Jensen","startTime":783.15,"endTime":785.82,"body":"view of the other players in"},{"speaker":"Brady Jensen","startTime":785.82,"endTime":789.27,"body":"your market, so that you can"},{"speaker":"Brady Jensen","startTime":785.82,"endTime":789.27,"body":"carve out a successful niche for"},{"speaker":"Brady Jensen","startTime":789.27,"endTime":794.73,"body":"yourself. And then we do a ton"},{"speaker":"Brady Jensen","startTime":789.27,"endTime":794.73,"body":"of win loss, which is very"},{"speaker":"Brady Jensen","startTime":794.73,"endTime":799.14,"body":"simply having in depth"},{"speaker":"Brady Jensen","startTime":794.73,"endTime":799.14,"body":"conversations with buyers who"},{"speaker":"Brady Jensen","startTime":799.14,"endTime":804.63,"body":"evaluated you, and chose to buy"},{"speaker":"Brady Jensen","startTime":799.14,"endTime":804.63,"body":"or chose not to buy. And they"},{"speaker":"Brady Jensen","startTime":804.63,"endTime":808.77,"body":"can give you a wealth of"},{"speaker":"Brady Jensen","startTime":804.63,"endTime":808.77,"body":"information about how you did"},{"speaker":"Brady Jensen","startTime":808.77,"endTime":813.27,"body":"not just in a sales cycle with"},{"speaker":"Brady Jensen","startTime":808.77,"endTime":813.27,"body":"your sales team. But what about"},{"speaker":"Brady Jensen","startTime":813.27,"endTime":815.97,"body":"the marketing appealed or didn't"},{"speaker":"Brady Jensen","startTime":813.27,"endTime":815.97,"body":"appeal to them? What about the"},{"speaker":"Brady Jensen","startTime":815.97,"endTime":819.27,"body":"product worked or didn't work"},{"speaker":"Brady Jensen","startTime":815.97,"endTime":819.27,"body":"for them? What would have made"},{"speaker":"Brady Jensen","startTime":819.27,"endTime":825.12,"body":"them change their decision for"},{"speaker":"Brady Jensen","startTime":819.27,"endTime":825.12,"body":"or against. And having that sort"},{"speaker":"Brady Jensen","startTime":825.12,"endTime":830.31,"body":"of historical look back to say,"},{"speaker":"Brady Jensen","startTime":825.12,"endTime":830.31,"body":"here's what's happening in our"},{"speaker":"Brady Jensen","startTime":830.31,"endTime":834.66,"body":"market, here's how decisions are"},{"speaker":"Brady Jensen","startTime":830.31,"endTime":834.66,"body":"being made, allows us to then"},{"speaker":"Brady Jensen","startTime":834.72,"endTime":838.32,"body":"feed all of this stuff in and"},{"speaker":"Brady Jensen","startTime":834.72,"endTime":838.32,"body":"create this virtuous cycle where"},{"speaker":"Brady Jensen","startTime":838.5,"endTime":841.68,"body":"your personas are updated"},{"speaker":"Brady Jensen","startTime":838.5,"endTime":841.68,"body":"consistently. Your"},{"speaker":"Brady Jensen","startTime":841.68,"endTime":845.04,"body":"differentiations updated"},{"speaker":"Brady Jensen","startTime":841.68,"endTime":845.04,"body":"consistently, you understand"},{"speaker":"Brady Jensen","startTime":845.04,"endTime":847.77,"body":"your market in a holistic way."},{"speaker":"Brady Jensen","startTime":845.04,"endTime":847.77,"body":"That's just impossible to do if"},{"speaker":"Brady Jensen","startTime":847.77,"endTime":849.48,"body":"you're not having these"},{"speaker":"Brady Jensen","startTime":847.77,"endTime":849.48,"body":"conversations."},{"speaker":"Matt Wolach","startTime":850.35,"endTime":852.3,"body":"Yeah, and many"},{"speaker":"Matt Wolach","startTime":850.35,"endTime":852.3,"body":"aren't. It's unfortunate,"},{"speaker":"Matt Wolach","startTime":852.3,"endTime":855.57,"body":"because, man, just the amount of"},{"speaker":"Matt Wolach","startTime":852.3,"endTime":855.57,"body":"depth that you just went in and"},{"speaker":"Matt Wolach","startTime":855.57,"endTime":858.87,"body":"explain that is so important."},{"speaker":"Matt Wolach","startTime":855.57,"endTime":858.87,"body":"And I can tell you, many, many"},{"speaker":"Matt Wolach","startTime":858.87,"endTime":862.2,"body":"are not doing it. I'm sure you"},{"speaker":"Matt Wolach","startTime":858.87,"endTime":862.2,"body":"know that for sure. I mean,"},{"speaker":"Matt Wolach","startTime":862.2,"endTime":865.95,"body":"these these insights are"},{"speaker":"Matt Wolach","startTime":862.2,"endTime":865.95,"body":"absolutely crucial. And my guess"},{"speaker":"Matt Wolach","startTime":865.95,"endTime":868.38,"body":"is I'm sure with the clients"},{"speaker":"Matt Wolach","startTime":865.95,"endTime":868.38,"body":"you've worked with. Once you"},{"speaker":"Matt Wolach","startTime":868.38,"endTime":872.4,"body":"have those, you have a serious"},{"speaker":"Matt Wolach","startTime":868.38,"endTime":872.4,"body":"competitive edge. Absolutely."},{"speaker":"Brady Jensen","startTime":872.82,"endTime":876.21,"body":"We have clients"},{"speaker":"Brady Jensen","startTime":872.82,"endTime":876.21,"body":"who come to us and share that"},{"speaker":"Brady Jensen","startTime":876.27,"endTime":879.66,"body":"all of a sudden they're winning"},{"speaker":"Brady Jensen","startTime":876.27,"endTime":879.66,"body":"50% more of their contested"},{"speaker":"Brady Jensen","startTime":879.66,"endTime":885.54,"body":"deals because they're doing this"},{"speaker":"Brady Jensen","startTime":879.66,"endTime":885.54,"body":"or they've raised their win rate"},{"speaker":"Brady Jensen","startTime":886.17,"endTime":892.02,"body":"by 10 full percentage points by"},{"speaker":"Brady Jensen","startTime":886.17,"endTime":892.02,"body":"doing this type of work. And"},{"speaker":"Brady Jensen","startTime":892.02,"endTime":897.63,"body":"it's work that that can get put"},{"speaker":"Brady Jensen","startTime":892.02,"endTime":897.63,"body":"on the backburner if it's not if"},{"speaker":"Brady Jensen","startTime":897.63,"endTime":901.41,"body":"you don't think about how"},{"speaker":"Brady Jensen","startTime":897.63,"endTime":901.41,"body":"important it is right? If If, if"},{"speaker":"Brady Jensen","startTime":901.41,"endTime":903.12,"body":"you're thinking about it, you're"},{"speaker":"Brady Jensen","startTime":901.41,"endTime":903.12,"body":"saying, Oh, well, we should"},{"speaker":"Brady Jensen","startTime":903.12,"endTime":906.18,"body":"always do do more research,"},{"speaker":"Brady Jensen","startTime":903.12,"endTime":906.18,"body":"right? This is not research."},{"speaker":"Brady Jensen","startTime":906.18,"endTime":910.59,"body":"This is not the sort of ivory"},{"speaker":"Brady Jensen","startTime":906.18,"endTime":910.59,"body":"tower exercise to put on a shelf"},{"speaker":"Brady Jensen","startTime":910.59,"endTime":915.24,"body":"and think of as like, m\u0026a work"},{"speaker":"Brady Jensen","startTime":910.59,"endTime":915.24,"body":"or something like that this is"},{"speaker":"Brady Jensen","startTime":915.24,"endTime":921.45,"body":"boots on the ground. How am I"},{"speaker":"Brady Jensen","startTime":915.24,"endTime":921.45,"body":"going to tell the people who who"},{"speaker":"Brady Jensen","startTime":921.45,"endTime":926.49,"body":"are working here, how to behave,"},{"speaker":"Brady Jensen","startTime":921.45,"endTime":926.49,"body":"what to build, it all feeds"},{"speaker":"Brady Jensen","startTime":926.49,"endTime":929.49,"body":"into, you're getting this"},{"speaker":"Brady Jensen","startTime":926.49,"endTime":929.49,"body":"massive competitive advantage,"},{"speaker":"Brady Jensen","startTime":929.49,"endTime":932.13,"body":"because you're getting a"},{"speaker":"Brady Jensen","startTime":929.49,"endTime":932.13,"body":"holistic view, where other"},{"speaker":"Brady Jensen","startTime":932.13,"endTime":936.27,"body":"people are getting a very myopic"},{"speaker":"Brady Jensen","startTime":932.13,"endTime":936.27,"body":"view of whatever internal"},{"speaker":"Brady Jensen","startTime":936.48,"endTime":940.5,"body":"assumptions and hypotheses are"},{"speaker":"Brady Jensen","startTime":936.48,"endTime":940.5,"body":"floating around. And one of the"},{"speaker":"Brady Jensen","startTime":940.5,"endTime":945.63,"body":"big challenges, especially for"},{"speaker":"Brady Jensen","startTime":940.5,"endTime":945.63,"body":"executives is as the company"},{"speaker":"Brady Jensen","startTime":945.63,"endTime":950.43,"body":"grows, number one, you may have"},{"speaker":"Brady Jensen","startTime":945.63,"endTime":950.43,"body":"been the founder who started"},{"speaker":"Brady Jensen","startTime":950.43,"endTime":955.5,"body":"this work, right? But now you're"},{"speaker":"Brady Jensen","startTime":950.43,"endTime":955.5,"body":"a people manager. Now you own a"},{"speaker":"Brady Jensen","startTime":955.5,"endTime":959.22,"body":"p\u0026l, now you got all this other"},{"speaker":"Brady Jensen","startTime":955.5,"endTime":959.22,"body":"stuff to do, and it falls to the"},{"speaker":"Brady Jensen","startTime":959.22,"endTime":963.72,"body":"wayside. And no one picks it up."},{"speaker":"Brady Jensen","startTime":959.22,"endTime":963.72,"body":"And you think, Oh, well,"},{"speaker":"Brady Jensen","startTime":963.72,"endTime":966.6,"body":"marketing's probably got it,"},{"speaker":"Brady Jensen","startTime":963.72,"endTime":966.6,"body":"well go check and make sure,"},{"speaker":"Brady Jensen","startTime":966.81,"endTime":969.9,"body":"make sure that somebody's got"},{"speaker":"Brady Jensen","startTime":966.81,"endTime":969.9,"body":"it, whether it's a third party"},{"speaker":"Brady Jensen","startTime":969.93,"endTime":974.13,"body":"or it's in house, it's a lot of"},{"speaker":"Brady Jensen","startTime":969.93,"endTime":974.13,"body":"work. It is and it's an it's"},{"speaker":"Brady Jensen","startTime":974.16,"endTime":978.21,"body":"it's tough to know how to make"},{"speaker":"Brady Jensen","startTime":974.16,"endTime":978.21,"body":"sure that it's prioritized,"},{"speaker":"Brady Jensen","startTime":978.21,"endTime":984.12,"body":"especially when the other more"},{"speaker":"Brady Jensen","startTime":978.21,"endTime":984.12,"body":"near term sort of quarterly"},{"speaker":"Brady Jensen","startTime":984.12,"endTime":988.44,"body":"results, stuff creeps in, and"},{"speaker":"Brady Jensen","startTime":984.12,"endTime":988.44,"body":"you got to get that one pager"},{"speaker":"Brady Jensen","startTime":988.44,"endTime":991.83,"body":"out or you got to build a new"},{"speaker":"Brady Jensen","startTime":988.44,"endTime":991.83,"body":"pitch deck. But your if you're"},{"speaker":"Brady Jensen","startTime":991.83,"endTime":996.24,"body":"doing it blindly like this, you"},{"speaker":"Brady Jensen","startTime":991.83,"endTime":996.24,"body":"can do more damage than good, by"},{"speaker":"Brady Jensen","startTime":996.24,"endTime":998.34,"body":"making adjustments to how you go"},{"speaker":"Brady Jensen","startTime":996.24,"endTime":998.34,"body":"to market."},{"speaker":"Matt Wolach","startTime":999.12,"endTime":1001.07,"body":"I'm sure that's"},{"speaker":"Matt Wolach","startTime":999.12,"endTime":1001.07,"body":"definitely not what needs to"},{"speaker":"Matt Wolach","startTime":1001.07,"endTime":1004.73,"body":"happen. And you talked earlier"},{"speaker":"Matt Wolach","startTime":1001.07,"endTime":1004.73,"body":"about sales and marketing and"},{"speaker":"Matt Wolach","startTime":1004.73,"endTime":1007.34,"body":"how a lot of times they're at"},{"speaker":"Matt Wolach","startTime":1004.73,"endTime":1007.34,"body":"odds I come from the restaurant"},{"speaker":"Matt Wolach","startTime":1007.34,"endTime":1010.01,"body":"industry. And in restaurants,"},{"speaker":"Matt Wolach","startTime":1007.34,"endTime":1010.01,"body":"you always have the cooks and"},{"speaker":"Matt Wolach","startTime":1010.01,"endTime":1012.08,"body":"the servers kind of at odds,"},{"speaker":"Matt Wolach","startTime":1010.01,"endTime":1012.08,"body":"you're really all the same team."},{"speaker":"Matt Wolach","startTime":1012.08,"endTime":1016.22,"body":"But just because of the nature"},{"speaker":"Matt Wolach","startTime":1012.08,"endTime":1016.22,"body":"of each role, you start to"},{"speaker":"Matt Wolach","startTime":1016.22,"endTime":1019.1,"body":"question each other, for"},{"speaker":"Matt Wolach","startTime":1016.22,"endTime":1019.1,"body":"example, marketing thinks that"},{"speaker":"Matt Wolach","startTime":1019.1,"endTime":1021.65,"body":"the leads they're giving sales"},{"speaker":"Matt Wolach","startTime":1019.1,"endTime":1021.65,"body":"are being wasted sales isn't"},{"speaker":"Matt Wolach","startTime":1021.65,"endTime":1024.62,"body":"closing them, and sales says the"},{"speaker":"Matt Wolach","startTime":1021.65,"endTime":1024.62,"body":"leads aren't good enough. And"},{"speaker":"Matt Wolach","startTime":1024.62,"endTime":1027.62,"body":"they're not able to close those"},{"speaker":"Matt Wolach","startTime":1024.62,"endTime":1027.62,"body":"types of leads. So how can"},{"speaker":"Matt Wolach","startTime":1027.62,"endTime":1030.98,"body":"organizations bridge that gap"},{"speaker":"Matt Wolach","startTime":1027.62,"endTime":1030.98,"body":"between sales and marketing and"},{"speaker":"Matt Wolach","startTime":1030.98,"endTime":1032.93,"body":"make sure that everybody's"},{"speaker":"Matt Wolach","startTime":1030.98,"endTime":1032.93,"body":"really working together?"},{"speaker":"Brady Jensen","startTime":1033.83,"endTime":1036.35,"body":"Yeah, from my"},{"speaker":"Brady Jensen","startTime":1033.83,"endTime":1036.35,"body":"perspective, it's, it's really"},{"speaker":"Brady Jensen","startTime":1036.35,"endTime":1045.26,"body":"about a clear and validated"},{"speaker":"Brady Jensen","startTime":1036.35,"endTime":1045.26,"body":"single source of truth. That's"},{"speaker":"Brady Jensen","startTime":1045.26,"endTime":1049.07,"body":"actually, that's actually sort"},{"speaker":"Brady Jensen","startTime":1045.26,"endTime":1049.07,"body":"of published internally for"},{"speaker":"Brady Jensen","startTime":1049.07,"endTime":1052.76,"body":"everyone to see. All right, like"},{"speaker":"Brady Jensen","startTime":1049.07,"endTime":1052.76,"body":"even this wind law stuff, which"},{"speaker":"Brady Jensen","startTime":1052.76,"endTime":1056.48,"body":"you may, you may think, Oh, we"},{"speaker":"Brady Jensen","startTime":1052.76,"endTime":1056.48,"body":"got to protect people. Because"},{"speaker":"Brady Jensen","startTime":1056.48,"endTime":1061.37,"body":"there could be some really,"},{"speaker":"Brady Jensen","startTime":1056.48,"endTime":1061.37,"body":"really damaging feedback towards"},{"speaker":"Brady Jensen","startTime":1061.37,"endTime":1065.15,"body":"one person or another. Like the"},{"speaker":"Brady Jensen","startTime":1061.37,"endTime":1065.15,"body":"best companies we work with are"},{"speaker":"Brady Jensen","startTime":1065.15,"endTime":1068.6,"body":"the ones that say, you know,"},{"speaker":"Brady Jensen","startTime":1065.15,"endTime":1068.6,"body":"what, we're gonna hold court,"},{"speaker":"Brady Jensen","startTime":1068.63,"endTime":1071.69,"body":"we're gonna do it in a very"},{"speaker":"Brady Jensen","startTime":1068.63,"endTime":1071.69,"body":"appropriate manner, no one's"},{"speaker":"Brady Jensen","startTime":1071.69,"endTime":1074.54,"body":"gonna get picked on. But we're"},{"speaker":"Brady Jensen","startTime":1071.69,"endTime":1074.54,"body":"gonna look at where the warts"},{"speaker":"Brady Jensen","startTime":1074.54,"endTime":1077.51,"body":"are, right? Like, the whole"},{"speaker":"Brady Jensen","startTime":1074.54,"endTime":1077.51,"body":"point of doing this is to say,"},{"speaker":"Brady Jensen","startTime":1078.74,"endTime":1084.11,"body":"we, we think our babies, the"},{"speaker":"Brady Jensen","startTime":1078.74,"endTime":1084.11,"body":"cutest thing ever. But there's"},{"speaker":"Brady Jensen","startTime":1084.11,"endTime":1086.87,"body":"improvement to be made. And if"},{"speaker":"Brady Jensen","startTime":1084.11,"endTime":1086.87,"body":"we can't have an honest"},{"speaker":"Brady Jensen","startTime":1086.87,"endTime":1092.06,"body":"conversation about what the"},{"speaker":"Brady Jensen","startTime":1086.87,"endTime":1092.06,"body":"improvements are, you're, you're"},{"speaker":"Brady Jensen","startTime":1092.06,"endTime":1096.32,"body":"destined for this, you're on the"},{"speaker":"Brady Jensen","startTime":1092.06,"endTime":1096.32,"body":"tracks towards this big"},{"speaker":"Brady Jensen","startTime":1096.32,"endTime":1099.71,"body":"showdown. And I hear this all"},{"speaker":"Brady Jensen","startTime":1096.32,"endTime":1099.71,"body":"the time from from sea level"},{"speaker":"Brady Jensen","startTime":1100.19,"endTime":1105.17,"body":"marketers and revenue guys."},{"speaker":"Brady Jensen","startTime":1100.19,"endTime":1105.17,"body":"They're always saying, I got 18"},{"speaker":"Brady Jensen","startTime":1105.17,"endTime":1109.31,"body":"months, and then one of the two"},{"speaker":"Brady Jensen","startTime":1105.17,"endTime":1109.31,"body":"of us is getting fired, right?"},{"speaker":"Brady Jensen","startTime":1109.37,"endTime":1112.64,"body":"Like, if we don't make"},{"speaker":"Brady Jensen","startTime":1109.37,"endTime":1112.64,"body":"improvements to what's going on,"},{"speaker":"Brady Jensen","startTime":1112.67,"endTime":1116.42,"body":"even if they're doing relatively"},{"speaker":"Brady Jensen","startTime":1112.67,"endTime":1116.42,"body":"well, they're not on plan,"},{"speaker":"Brady Jensen","startTime":1116.42,"endTime":1118.61,"body":"they're not doing well enough,"},{"speaker":"Brady Jensen","startTime":1116.42,"endTime":1118.61,"body":"they're like one of the two of"},{"speaker":"Brady Jensen","startTime":1118.61,"endTime":1124.49,"body":"us is gonna go. And nobody knows"},{"speaker":"Brady Jensen","startTime":1118.61,"endTime":1124.49,"body":"what needs to be fixed. And, and"},{"speaker":"Brady Jensen","startTime":1124.49,"endTime":1128.39,"body":"the, the intellectually curious"},{"speaker":"Brady Jensen","startTime":1124.49,"endTime":1128.39,"body":"ones are the ones that tend to"},{"speaker":"Brady Jensen","startTime":1128.39,"endTime":1132.41,"body":"hire us. It could be a marketer,"},{"speaker":"Brady Jensen","startTime":1128.39,"endTime":1132.41,"body":"it could be a revenue person,"},{"speaker":"Brady Jensen","startTime":1132.41,"endTime":1139.25,"body":"but ultimately, they all benefit"},{"speaker":"Brady Jensen","startTime":1132.41,"endTime":1139.25,"body":"from having having clear"},{"speaker":"Brady Jensen","startTime":1139.25,"endTime":1144.29,"body":"definitions and a clear and a"},{"speaker":"Brady Jensen","startTime":1139.25,"endTime":1144.29,"body":"clear sort of system of record,"},{"speaker":"Brady Jensen","startTime":1144.29,"endTime":1146.9,"body":"write about what the market is,"},{"speaker":"Brady Jensen","startTime":1144.29,"endTime":1146.9,"body":"and is not."},{"speaker":"Matt Wolach","startTime":1147.92,"endTime":1149.99,"body":"Yeah, makes a ton"},{"speaker":"Matt Wolach","startTime":1147.92,"endTime":1149.99,"body":"of sense that I've seen those"},{"speaker":"Matt Wolach","startTime":1149.99,"endTime":1152.51,"body":"types of scenarios you just"},{"speaker":"Matt Wolach","startTime":1149.99,"endTime":1152.51,"body":"described for sure. So what"},{"speaker":"Matt Wolach","startTime":1152.51,"endTime":1154.85,"body":"advice would you have for"},{"speaker":"Matt Wolach","startTime":1152.51,"endTime":1154.85,"body":"software leaders who are kind of"},{"speaker":"Matt Wolach","startTime":1154.85,"endTime":1157.85,"body":"just starting out and need to"},{"speaker":"Matt Wolach","startTime":1154.85,"endTime":1157.85,"body":"make sure that they do things"},{"speaker":"Matt Wolach","startTime":1157.85,"endTime":1158.39,"body":"the right way?"},{"speaker":"Brady Jensen","startTime":1159.5,"endTime":1164.63,"body":"Well, to me, it's"},{"speaker":"Brady Jensen","startTime":1159.5,"endTime":1164.63,"body":"doing this stuff from the start."},{"speaker":"Brady Jensen","startTime":1165.29,"endTime":1169.97,"body":"Right? I think what I have seen"},{"speaker":"Brady Jensen","startTime":1165.29,"endTime":1169.97,"body":"a lot of is companies who are"},{"speaker":"Brady Jensen","startTime":1170.48,"endTime":1173.09,"body":"early stage, they get to the"},{"speaker":"Brady Jensen","startTime":1170.48,"endTime":1173.09,"body":"point where they're like, We"},{"speaker":"Brady Jensen","startTime":1173.09,"endTime":1177.17,"body":"need to raise VC money, and they"},{"speaker":"Brady Jensen","startTime":1173.09,"endTime":1177.17,"body":"will and they will start to do"},{"speaker":"Brady Jensen","startTime":1177.17,"endTime":1180.26,"body":"this, but they don't do it from"},{"speaker":"Brady Jensen","startTime":1177.17,"endTime":1180.26,"body":"the start start right. If you're"},{"speaker":"Brady Jensen","startTime":1180.29,"endTime":1183.23,"body":"if you're bootstrapped, or"},{"speaker":"Brady Jensen","startTime":1180.29,"endTime":1183.23,"body":"whether or not you've you know,"},{"speaker":"Brady Jensen","startTime":1183.23,"endTime":1188.09,"body":"coming out the gate with with VC"},{"speaker":"Brady Jensen","startTime":1183.23,"endTime":1188.09,"body":"funding, starting from the"},{"speaker":"Brady Jensen","startTime":1188.09,"endTime":1192.68,"body":"beginning, allows you to have"},{"speaker":"Brady Jensen","startTime":1188.09,"endTime":1192.68,"body":"historical context about what"},{"speaker":"Brady Jensen","startTime":1193.04,"endTime":1197.39,"body":"your market is and how it"},{"speaker":"Brady Jensen","startTime":1193.04,"endTime":1197.39,"body":"changes over time. And the"},{"speaker":"Brady Jensen","startTime":1197.39,"endTime":1200.81,"body":"biggest thing to me is as you"},{"speaker":"Brady Jensen","startTime":1197.39,"endTime":1200.81,"body":"get success Once you will, if"},{"speaker":"Brady Jensen","startTime":1200.81,"endTime":1205.31,"body":"you've if you follow this and"},{"speaker":"Brady Jensen","startTime":1200.81,"endTime":1205.31,"body":"you make the effort, you're"},{"speaker":"Brady Jensen","startTime":1205.31,"endTime":1209.3,"body":"gonna see success. As soon as"},{"speaker":"Brady Jensen","startTime":1205.31,"endTime":1209.3,"body":"you get to the point where"},{"speaker":"Brady Jensen","startTime":1209.48,"endTime":1213.74,"body":"you're no longer doing it as the"},{"speaker":"Brady Jensen","startTime":1209.48,"endTime":1213.74,"body":"executive, make sure it goes"},{"speaker":"Brady Jensen","startTime":1213.74,"endTime":1216.8,"body":"somewhere, make sure it"},{"speaker":"Brady Jensen","startTime":1213.74,"endTime":1216.8,"body":"continues on, because it's gonna"},{"speaker":"Brady Jensen","startTime":1216.8,"endTime":1220.64,"body":"get lost in the shuffle. A lot"},{"speaker":"Brady Jensen","startTime":1216.8,"endTime":1220.64,"body":"of companies will hire a product"},{"speaker":"Brady Jensen","startTime":1220.64,"endTime":1225.74,"body":"marketer, maybe around the 250"},{"speaker":"Brady Jensen","startTime":1220.64,"endTime":1225.74,"body":"person, Mark, maybe 200. And"},{"speaker":"Brady Jensen","startTime":1225.77,"endTime":1229.55,"body":"they become the first one that"},{"speaker":"Brady Jensen","startTime":1225.77,"endTime":1229.55,"body":"everyone thinks is continuing to"},{"speaker":"Brady Jensen","startTime":1229.55,"endTime":1232.25,"body":"do this. Well, there's a big"},{"speaker":"Brady Jensen","startTime":1229.55,"endTime":1232.25,"body":"difference between 15 person"},{"speaker":"Brady Jensen","startTime":1232.25,"endTime":1236.24,"body":"startup and a 200 person startup"},{"speaker":"Brady Jensen","startTime":1232.25,"endTime":1236.24,"body":"and in that middle gap, nobody's"},{"speaker":"Brady Jensen","startTime":1236.24,"endTime":1239.84,"body":"doing it. And then the product"},{"speaker":"Brady Jensen","startTime":1236.24,"endTime":1239.84,"body":"marketers, it's not, it's not"},{"speaker":"Brady Jensen","startTime":1239.84,"endTime":1242.93,"body":"their fault, the product"},{"speaker":"Brady Jensen","startTime":1239.84,"endTime":1242.93,"body":"marketer is oftentimes given 60"},{"speaker":"Brady Jensen","startTime":1242.93,"endTime":1247.34,"body":"jobs. And the and the only way"},{"speaker":"Brady Jensen","startTime":1242.93,"endTime":1247.34,"body":"that they can do their job is to"},{"speaker":"Brady Jensen","startTime":1247.34,"endTime":1251.06,"body":"decide what they're not going to"},{"speaker":"Brady Jensen","startTime":1247.34,"endTime":1251.06,"body":"do on the list. And this tends"},{"speaker":"Brady Jensen","startTime":1251.06,"endTime":1255.44,"body":"to get deprioritize because it"},{"speaker":"Brady Jensen","startTime":1251.06,"endTime":1255.44,"body":"feels like a long term effort."},{"speaker":"Brady Jensen","startTime":1255.8,"endTime":1260.6,"body":"I'm telling you, it's not right,"},{"speaker":"Brady Jensen","startTime":1255.8,"endTime":1260.6,"body":"one good quarter of win loss can"},{"speaker":"Brady Jensen","startTime":1260.6,"endTime":1263.3,"body":"turn around and go to market. So"},{"speaker":"Brady Jensen","startTime":1260.6,"endTime":1263.3,"body":"it's not something where you"},{"speaker":"Brady Jensen","startTime":1263.3,"endTime":1265.49,"body":"have to say, well, this will"},{"speaker":"Brady Jensen","startTime":1263.3,"endTime":1265.49,"body":"change our business in five"},{"speaker":"Brady Jensen","startTime":1265.49,"endTime":1268.94,"body":"years, it can change your"},{"speaker":"Brady Jensen","startTime":1265.49,"endTime":1268.94,"body":"business in a quarter, if you"},{"speaker":"Brady Jensen","startTime":1268.94,"endTime":1274.19,"body":"let it, but somebody's got to"},{"speaker":"Brady Jensen","startTime":1268.94,"endTime":1274.19,"body":"continually keep the keep the"},{"speaker":"Brady Jensen","startTime":1274.19,"endTime":1279.74,"body":"flame alive. From the start all"},{"speaker":"Brady Jensen","startTime":1274.19,"endTime":1279.74,"body":"the way through IPO or wherever"},{"speaker":"Brady Jensen","startTime":1279.74,"endTime":1283.82,"body":"the company ends up going."},{"speaker":"Brady Jensen","startTime":1279.74,"endTime":1283.82,"body":"Otherwise, you're gonna find"},{"speaker":"Brady Jensen","startTime":1283.82,"endTime":1288.65,"body":"that somebody drops it. And you"},{"speaker":"Brady Jensen","startTime":1283.82,"endTime":1288.65,"body":"end up one degree off every year"},{"speaker":"Brady Jensen","startTime":1288.65,"endTime":1290.84,"body":"for five, six years. And next"},{"speaker":"Brady Jensen","startTime":1288.65,"endTime":1290.84,"body":"thing you know, you're in the"},{"speaker":"Brady Jensen","startTime":1290.84,"endTime":1294.38,"body":"wilderness and you have no idea"},{"speaker":"Brady Jensen","startTime":1290.84,"endTime":1294.38,"body":"what the market even looks like."},{"speaker":"Matt Wolach","startTime":1295.28,"endTime":1298.28,"body":"That's scary. Yeah,"},{"speaker":"Matt Wolach","startTime":1295.28,"endTime":1298.28,"body":"it's, it's something definitely"},{"speaker":"Matt Wolach","startTime":1298.28,"endTime":1300.77,"body":"everybody needs to take part of"},{"speaker":"Matt Wolach","startTime":1298.28,"endTime":1300.77,"body":"because it's you definitely"},{"speaker":"Matt Wolach","startTime":1300.77,"endTime":1303.56,"body":"don't want that to happen."},{"speaker":"Matt Wolach","startTime":1300.77,"endTime":1303.56,"body":"Brady, this has been awesome,"},{"speaker":"Matt Wolach","startTime":1303.59,"endTime":1306.29,"body":"really appreciate you coming in"},{"speaker":"Matt Wolach","startTime":1303.59,"endTime":1306.29,"body":"and sharing all this insight and"},{"speaker":"Matt Wolach","startTime":1306.29,"endTime":1308.57,"body":"making sure everybody has a"},{"speaker":"Matt Wolach","startTime":1306.29,"endTime":1308.57,"body":"really strong understanding of"},{"speaker":"Matt Wolach","startTime":1308.57,"endTime":1311.78,"body":"this. How can our audience learn"},{"speaker":"Matt Wolach","startTime":1308.57,"endTime":1311.78,"body":"more about you and aggregate"},{"speaker":"Matt Wolach","startTime":1311.78,"endTime":1313.55,"body":"insights? Yep,"},{"speaker":"Brady Jensen","startTime":1313.36,"endTime":1316.21,"body":"so you can reach"},{"speaker":"Brady Jensen","startTime":1313.36,"endTime":1316.21,"body":"us at aggregate insights.com"},{"speaker":"Brady Jensen","startTime":1316.87,"endTime":1326.23,"body":"That's a GGREGAT e insights.com."},{"speaker":"Brady Jensen","startTime":1316.87,"endTime":1326.23,"body":"Forward slash podcast. And, or"},{"speaker":"Brady Jensen","startTime":1326.23,"endTime":1329.62,"body":"you can reach me directly if"},{"speaker":"Brady Jensen","startTime":1326.23,"endTime":1329.62,"body":"anybody would like some more"},{"speaker":"Brady Jensen","startTime":1329.62,"endTime":1332.62,"body":"information. I am an open book"},{"speaker":"Brady Jensen","startTime":1329.62,"endTime":1332.62,"body":"when it comes to how to do this"},{"speaker":"Brady Jensen","startTime":1332.62,"endTime":1337.42,"body":"stuff. The truth of the matter"},{"speaker":"Brady Jensen","startTime":1332.62,"endTime":1337.42,"body":"is we get clients because we're"},{"speaker":"Brady Jensen","startTime":1337.42,"endTime":1340.72,"body":"doing it day in and day out."},{"speaker":"Brady Jensen","startTime":1337.42,"endTime":1340.72,"body":"We're experts in it. But also"},{"speaker":"Brady Jensen","startTime":1340.72,"endTime":1344.14,"body":"because it's really hard. So a"},{"speaker":"Brady Jensen","startTime":1340.72,"endTime":1344.14,"body":"lot of folks will look to us to"},{"speaker":"Brady Jensen","startTime":1344.14,"endTime":1348.67,"body":"help supplement rather than"},{"speaker":"Brady Jensen","startTime":1344.14,"endTime":1348.67,"body":"trying to accomplish this stuff"},{"speaker":"Brady Jensen","startTime":1348.67,"endTime":1351.76,"body":"internally, especially since"},{"speaker":"Brady Jensen","startTime":1348.67,"endTime":1351.76,"body":"having that arm's length."},{"speaker":"Brady Jensen","startTime":1352.42,"endTime":1355.33,"body":"Relationship sometimes will"},{"speaker":"Brady Jensen","startTime":1352.42,"endTime":1355.33,"body":"allow people to be even more"},{"speaker":"Brady Jensen","startTime":1355.33,"endTime":1358.66,"body":"frank with us than they could be"},{"speaker":"Brady Jensen","startTime":1355.33,"endTime":1358.66,"body":"with internal folks. But because"},{"speaker":"Brady Jensen","startTime":1358.66,"endTime":1361.57,"body":"of that, I'm an open book about"},{"speaker":"Brady Jensen","startTime":1358.66,"endTime":1361.57,"body":"how to do it. I'm more than"},{"speaker":"Brady Jensen","startTime":1361.57,"endTime":1364.03,"body":"happy to share and you can reach"},{"speaker":"Brady Jensen","startTime":1361.57,"endTime":1364.03,"body":"me at be"},{"speaker":"Brady Jensen","startTime":1364.03,"endTime":1367.84,"body":"Jensen@aggregateinsights as"},{"speaker":"Brady Jensen","startTime":1364.03,"endTime":1367.84,"body":"well."},{"speaker":"Matt Wolach","startTime":1368.57,"endTime":1370.43,"body":"Okay, perfect."},{"speaker":"Matt Wolach","startTime":1368.57,"endTime":1370.43,"body":"We'll put all that into the show"},{"speaker":"Matt Wolach","startTime":1370.43,"endTime":1372.77,"body":"notes. So if you're listening"},{"speaker":"Matt Wolach","startTime":1370.43,"endTime":1372.77,"body":"and need that, go ahead and grab"},{"speaker":"Matt Wolach","startTime":1372.77,"endTime":1375.71,"body":"it right there. Brady, this has"},{"speaker":"Matt Wolach","startTime":1372.77,"endTime":1375.71,"body":"been fantastic. Thanks so much"},{"speaker":"Matt Wolach","startTime":1375.71,"endTime":1378.98,"body":"for coming in and sharing all"},{"speaker":"Matt Wolach","startTime":1375.71,"endTime":1378.98,"body":"this with us. Thanks for having"},{"speaker":"Matt Wolach","startTime":1378.98,"endTime":1381.74,"body":"me. Absolutely. And everybody"},{"speaker":"Matt Wolach","startTime":1378.98,"endTime":1381.74,"body":"out there. Thanks for being"},{"speaker":"Matt Wolach","startTime":1381.74,"endTime":1384.11,"body":"here. Remember, make sure you're"},{"speaker":"Matt Wolach","startTime":1381.74,"endTime":1384.11,"body":"subscribed to the show. So you"},{"speaker":"Matt Wolach","startTime":1384.11,"endTime":1387.38,"body":"do not miss any other amazing"},{"speaker":"Matt Wolach","startTime":1384.11,"endTime":1387.38,"body":"leaders and experts like Brady"},{"speaker":"Matt Wolach","startTime":1387.38,"endTime":1390.62,"body":"coming in and sharing all of"},{"speaker":"Matt Wolach","startTime":1387.38,"endTime":1390.62,"body":"their best expertise. You're"},{"speaker":"Matt Wolach","startTime":1390.62,"endTime":1393.02,"body":"gonna love what we have coming"},{"speaker":"Matt Wolach","startTime":1390.62,"endTime":1393.02,"body":"up for you. So thank you very"},{"speaker":"Matt Wolach","startTime":1393.02,"endTime":1395.3,"body":"much for listening. Hope you got"},{"speaker":"Matt Wolach","startTime":1393.02,"endTime":1395.3,"body":"a lot out of it. And we'll see"},{"speaker":"Matt Wolach","startTime":1395.3,"endTime":1396.29,"body":"you next time. Take care"}]}