{"version":"1.0.0","segments":[{"speaker":"Matt Wolach","startTime":4.68,"endTime":7.8,"body":"Yes, welcome to"},{"speaker":"Matt Wolach","startTime":4.68,"endTime":7.8,"body":"Scale Your SaaS really glad to"},{"speaker":"Matt Wolach","startTime":7.8,"endTime":10.02,"body":"be here. Thank you for joining"},{"speaker":"Matt Wolach","startTime":7.8,"endTime":10.02,"body":"us. By the way, if you are"},{"speaker":"Matt Wolach","startTime":10.02,"endTime":12.27,"body":"looking to grow your company, if"},{"speaker":"Matt Wolach","startTime":10.02,"endTime":12.27,"body":"you want to make sure you have"},{"speaker":"Matt Wolach","startTime":12.27,"endTime":14.4,"body":"all the right processes in"},{"speaker":"Matt Wolach","startTime":12.27,"endTime":14.4,"body":"place, you want to make sure"},{"speaker":"Matt Wolach","startTime":14.4,"endTime":17.31,"body":"that the structure is there, and"},{"speaker":"Matt Wolach","startTime":14.4,"endTime":17.31,"body":"that you have everything you"},{"speaker":"Matt Wolach","startTime":17.31,"endTime":19.98,"body":"need for your foundation to"},{"speaker":"Matt Wolach","startTime":17.31,"endTime":19.98,"body":"grow. Definitely subscribe to"},{"speaker":"Matt Wolach","startTime":19.98,"endTime":21.84,"body":"this show, hit that subscribe"},{"speaker":"Matt Wolach","startTime":19.98,"endTime":21.84,"body":"button. That way you'll be"},{"speaker":"Matt Wolach","startTime":21.84,"endTime":25.38,"body":"notified of all the new episodes"},{"speaker":"Matt Wolach","startTime":21.84,"endTime":25.38,"body":"where we bring you amazing,"},{"speaker":"Matt Wolach","startTime":25.41,"endTime":28.86,"body":"impactful people from around the"},{"speaker":"Matt Wolach","startTime":25.41,"endTime":28.86,"body":"world of SaaS. And one of those"},{"speaker":"Matt Wolach","startTime":28.86,"endTime":31.53,"body":"amazing people is here with us"},{"speaker":"Matt Wolach","startTime":28.86,"endTime":31.53,"body":"today. I've got Eric Dodds with"},{"speaker":"Matt Wolach","startTime":31.53,"endTime":32.64,"body":"me, Eric, how you doing?"},{"speaker":"Eric Dodds","startTime":32.97,"endTime":35.61,"body":"I am doing great,"},{"speaker":"Eric Dodds","startTime":32.97,"endTime":35.61,"body":"Matt. Thanks for having me. I"},{"speaker":"Eric Dodds","startTime":35.64,"endTime":39.57,"body":"love talking about growing SaaS"},{"speaker":"Eric Dodds","startTime":35.64,"endTime":39.57,"body":"businesses. So really excited to"},{"speaker":"Eric Dodds","startTime":39.57,"endTime":40.02,"body":"be here."},{"speaker":"Matt Wolach","startTime":40.66,"endTime":42.46,"body":"Me too. I'm excited"},{"speaker":"Matt Wolach","startTime":40.66,"endTime":42.46,"body":"as well. Let me make sure"},{"speaker":"Matt Wolach","startTime":42.46,"endTime":45.37,"body":"everybody knows who you are"},{"speaker":"Matt Wolach","startTime":42.46,"endTime":45.37,"body":"Eric. So Eric, he is the Head of"},{"speaker":"Matt Wolach","startTime":45.37,"endTime":48.19,"body":"Product Marketing at"},{"speaker":"Matt Wolach","startTime":45.37,"endTime":48.19,"body":"Rudderstack. He leads Product"},{"speaker":"Matt Wolach","startTime":48.19,"endTime":50.92,"body":"Marketing there, which is rudder"},{"speaker":"Matt Wolach","startTime":48.19,"endTime":50.92,"body":"stack. That's the warehouse"},{"speaker":"Matt Wolach","startTime":50.92,"endTime":53.8,"body":"native CDP. He also leaves"},{"speaker":"Matt Wolach","startTime":50.92,"endTime":53.8,"body":"management of their internal"},{"speaker":"Matt Wolach","startTime":53.8,"endTime":56.74,"body":"data stack, including the data"},{"speaker":"Matt Wolach","startTime":53.8,"endTime":56.74,"body":"pipelines and infrastructure"},{"speaker":"Matt Wolach","startTime":56.74,"endTime":60.4,"body":"that drives marketing, reporting"},{"speaker":"Matt Wolach","startTime":56.74,"endTime":60.4,"body":"and activation. He has over a"},{"speaker":"Matt Wolach","startTime":60.4,"endTime":63.16,"body":"decade of experience working"},{"speaker":"Matt Wolach","startTime":60.4,"endTime":63.16,"body":"with and implementing customer"},{"speaker":"Matt Wolach","startTime":63.16,"endTime":66.97,"body":"data infrastructure, and has"},{"speaker":"Matt Wolach","startTime":63.16,"endTime":66.97,"body":"advised companies like BMW we"},{"speaker":"Matt Wolach","startTime":66.97,"endTime":70.48,"body":"work and a host of startups on"},{"speaker":"Matt Wolach","startTime":66.97,"endTime":70.48,"body":"marketing strategy, and data"},{"speaker":"Matt Wolach","startTime":70.51,"endTime":74.47,"body":"related projects. He's also the"},{"speaker":"Matt Wolach","startTime":70.51,"endTime":74.47,"body":"co host of the data stack show,"},{"speaker":"Matt Wolach","startTime":74.47,"endTime":77.05,"body":"definitely go check out his"},{"speaker":"Matt Wolach","startTime":74.47,"endTime":77.05,"body":"show. Basically, he's"},{"speaker":"Matt Wolach","startTime":77.05,"endTime":80.17,"body":"interviewed nearly 200 data"},{"speaker":"Matt Wolach","startTime":77.05,"endTime":80.17,"body":"professionals in the last three"},{"speaker":"Matt Wolach","startTime":80.17,"endTime":83.05,"body":"years, including guests from"},{"speaker":"Matt Wolach","startTime":80.17,"endTime":83.05,"body":"Netflix, Stripe, Facebook, and"},{"speaker":"Matt Wolach","startTime":83.05,"endTime":86.41,"body":"many of Silicon Valley's hottest"},{"speaker":"Matt Wolach","startTime":83.05,"endTime":86.41,"body":"data startups. He absolutely"},{"speaker":"Matt Wolach","startTime":86.41,"endTime":89.14,"body":"knows his stuff. And I'm really,"},{"speaker":"Matt Wolach","startTime":86.41,"endTime":89.14,"body":"really glad he's here. Eric,"},{"speaker":"Matt Wolach","startTime":89.14,"endTime":90.22,"body":"thanks for coming on the show."},{"speaker":"Eric Dodds","startTime":90.61,"endTime":91.99,"body":"Absolutely. Thanks"},{"speaker":"Eric Dodds","startTime":90.61,"endTime":91.99,"body":"for having me."},{"speaker":"Matt Wolach","startTime":92.92,"endTime":94.48,"body":"Yeah, so tell me"},{"speaker":"Matt Wolach","startTime":92.92,"endTime":94.48,"body":"what's been going on with you"},{"speaker":"Matt Wolach","startTime":94.48,"endTime":95.89,"body":"lately? And what do you have"},{"speaker":"Matt Wolach","startTime":94.48,"endTime":95.89,"body":"coming up?"},{"speaker":"Eric Dodds","startTime":96.64,"endTime":100.84,"body":"Yeah, so let's see,"},{"speaker":"Eric Dodds","startTime":96.64,"endTime":100.84,"body":"we're, so I'm in product"},{"speaker":"Eric Dodds","startTime":100.84,"endTime":104.2,"body":"marketing, I actually have run"},{"speaker":"Eric Dodds","startTime":100.84,"endTime":104.2,"body":"multiple marketing functions. So"},{"speaker":"Eric Dodds","startTime":104.71,"endTime":107.32,"body":"initially built out the demand"},{"speaker":"Eric Dodds","startTime":104.71,"endTime":107.32,"body":"generation function and"},{"speaker":"Eric Dodds","startTime":107.32,"endTime":111.13,"body":"performance marketing here at"},{"speaker":"Eric Dodds","startTime":107.32,"endTime":111.13,"body":"runner stack, and recently had"},{"speaker":"Eric Dodds","startTime":111.13,"endTime":113.89,"body":"been working on building out the"},{"speaker":"Eric Dodds","startTime":111.13,"endTime":113.89,"body":"product marketing function,"},{"speaker":"Eric Dodds","startTime":114.55,"endTime":119.23,"body":"which is really fun discipline"},{"speaker":"Eric Dodds","startTime":114.55,"endTime":119.23,"body":"in SAS. You know, a lot of there"},{"speaker":"Eric Dodds","startTime":119.23,"endTime":120.61,"body":"are a lot of different"},{"speaker":"Eric Dodds","startTime":119.23,"endTime":120.61,"body":"definitions of Product"},{"speaker":"Eric Dodds","startTime":120.61,"endTime":125.47,"body":"Marketing, but building out that"},{"speaker":"Eric Dodds","startTime":120.61,"endTime":125.47,"body":"team and a couple big things. So"},{"speaker":"Eric Dodds","startTime":125.74,"endTime":128.59,"body":"working on tightening up"},{"speaker":"Eric Dodds","startTime":125.74,"endTime":128.59,"body":"positioning and messaging to"},{"speaker":"Eric Dodds","startTime":128.59,"endTime":131.92,"body":"sort of clarify our position in"},{"speaker":"Eric Dodds","startTime":128.59,"endTime":131.92,"body":"the market, and our"},{"speaker":"Eric Dodds","startTime":131.92,"endTime":136.09,"body":"differentiators. And then also"},{"speaker":"Eric Dodds","startTime":131.92,"endTime":136.09,"body":"taking to market our latest"},{"speaker":"Eric Dodds","startTime":136.09,"endTime":141.28,"body":"product, which is an identity"},{"speaker":"Eric Dodds","startTime":136.09,"endTime":141.28,"body":"resolution and customer 360"},{"speaker":"Eric Dodds","startTime":141.91,"endTime":146.26,"body":"product that runs inside of the"},{"speaker":"Eric Dodds","startTime":141.91,"endTime":146.26,"body":"data warehouse and natively so"},{"speaker":"Eric Dodds","startTime":146.29,"endTime":148.63,"body":"very, very busy here on our end"},{"speaker":"Eric Dodds","startTime":146.29,"endTime":148.63,"body":"at Rudderstack."},{"speaker":"Matt Wolach","startTime":149.2,"endTime":151.6,"body":"I can imagine a"},{"speaker":"Matt Wolach","startTime":149.2,"endTime":151.6,"body":"couple of things to unpack"},{"speaker":"Matt Wolach","startTime":151.6,"endTime":154.39,"body":"there. You mentioned product"},{"speaker":"Matt Wolach","startTime":151.6,"endTime":154.39,"body":"marketing. I mean, I think a lot"},{"speaker":"Matt Wolach","startTime":154.39,"endTime":157.33,"body":"of people have heard that. But"},{"speaker":"Matt Wolach","startTime":154.39,"endTime":157.33,"body":"quite a lot of people don't"},{"speaker":"Matt Wolach","startTime":157.33,"endTime":159.79,"body":"quite understand what is that?"},{"speaker":"Matt Wolach","startTime":157.33,"endTime":159.79,"body":"How does it is that different"},{"speaker":"Matt Wolach","startTime":159.79,"endTime":162.34,"body":"than regular marketing? Is that"},{"speaker":"Matt Wolach","startTime":159.79,"endTime":162.34,"body":"different than product people?"},{"speaker":"Matt Wolach","startTime":162.49,"endTime":165.01,"body":"So can you explain for us"},{"speaker":"Matt Wolach","startTime":162.49,"endTime":165.01,"body":"exactly what that entails?"},{"speaker":"Eric Dodds","startTime":165.31,"endTime":168.88,"body":"Sure, I'll explain."},{"speaker":"Eric Dodds","startTime":165.31,"endTime":168.88,"body":"You'll get you know, a bunch of"},{"speaker":"Eric Dodds","startTime":168.88,"endTime":172.9,"body":"different definitions if you ask"},{"speaker":"Eric Dodds","startTime":168.88,"endTime":172.9,"body":"different product marketers. So"},{"speaker":"Eric Dodds","startTime":172.9,"endTime":175.9,"body":"I'll explain what you know how"},{"speaker":"Eric Dodds","startTime":172.9,"endTime":175.9,"body":"we view that world at Rutter"},{"speaker":"Eric Dodds","startTime":175.9,"endTime":181.15,"body":"sack. So, you know, when you're"},{"speaker":"Eric Dodds","startTime":175.9,"endTime":181.15,"body":"building a software product,"},{"speaker":"Eric Dodds","startTime":182.17,"endTime":185.59,"body":"you're taking that product to"},{"speaker":"Eric Dodds","startTime":182.17,"endTime":185.59,"body":"market, right, you have software"},{"speaker":"Eric Dodds","startTime":185.59,"endTime":189.19,"body":"that performs a function for"},{"speaker":"Eric Dodds","startTime":185.59,"endTime":189.19,"body":"some sort of end user, or set of"},{"speaker":"Eric Dodds","startTime":189.19,"endTime":194.11,"body":"end users in a business. And you"},{"speaker":"Eric Dodds","startTime":189.19,"endTime":194.11,"body":"are marketing that you're trying"},{"speaker":"Eric Dodds","startTime":194.11,"endTime":196.21,"body":"to get leads who are interested"},{"speaker":"Eric Dodds","startTime":194.11,"endTime":196.21,"body":"in that. And then you're trying"},{"speaker":"Eric Dodds","startTime":196.21,"endTime":199.6,"body":"to, you know, enable your"},{"speaker":"Eric Dodds","startTime":196.21,"endTime":199.6,"body":"salespeople to close a deal"},{"speaker":"Eric Dodds","startTime":199.6,"endTime":202.42,"body":"where someone buys your"},{"speaker":"Eric Dodds","startTime":199.6,"endTime":202.42,"body":"software, right. And there's a"},{"speaker":"Eric Dodds","startTime":202.42,"endTime":205.51,"body":"huge spectrum, there's a self"},{"speaker":"Eric Dodds","startTime":202.42,"endTime":205.51,"body":"serve type motion with product,"},{"speaker":"Eric Dodds","startTime":205.51,"endTime":208.06,"body":"lead growth, and a bunch of"},{"speaker":"Eric Dodds","startTime":205.51,"endTime":208.06,"body":"different business models. But"},{"speaker":"Eric Dodds","startTime":208.06,"endTime":210.76,"body":"at the end of the day, we're all"},{"speaker":"Eric Dodds","startTime":208.06,"endTime":210.76,"body":"trying to get someone to either"},{"speaker":"Eric Dodds","startTime":210.76,"endTime":213.97,"body":"sign a contract or swipe a"},{"speaker":"Eric Dodds","startTime":210.76,"endTime":213.97,"body":"credit card to buy our software."},{"speaker":"Eric Dodds","startTime":214.57,"endTime":219.31,"body":"And, you know, when you think"},{"speaker":"Eric Dodds","startTime":214.57,"endTime":219.31,"body":"about marketing, traditionally,"},{"speaker":"Eric Dodds","startTime":219.31,"endTime":222.55,"body":"a lot of people think about"},{"speaker":"Eric Dodds","startTime":219.31,"endTime":222.55,"body":"demand generation or even brand"},{"speaker":"Eric Dodds","startTime":222.55,"endTime":228.49,"body":"marketing, and which are really,"},{"speaker":"Eric Dodds","startTime":222.55,"endTime":228.49,"body":"really critical. Product"},{"speaker":"Eric Dodds","startTime":228.49,"endTime":232.6,"body":"Marketing is a different"},{"speaker":"Eric Dodds","startTime":228.49,"endTime":232.6,"body":"function, that's much more of an"},{"speaker":"Eric Dodds","startTime":232.6,"endTime":235.21,"body":"enablement function. So as you"},{"speaker":"Eric Dodds","startTime":232.6,"endTime":235.21,"body":"think about, you know, sort of"},{"speaker":"Eric Dodds","startTime":235.21,"endTime":239.11,"body":"brand marketing or performance"},{"speaker":"Eric Dodds","startTime":235.21,"endTime":239.11,"body":"marketing, have metrics that"},{"speaker":"Eric Dodds","startTime":239.11,"endTime":241.81,"body":"they want to hit right"},{"speaker":"Eric Dodds","startTime":239.11,"endTime":241.81,"body":"impression share, or, you know,"},{"speaker":"Eric Dodds","startTime":241.81,"endTime":245.71,"body":"its leads or cost per"},{"speaker":"Eric Dodds","startTime":241.81,"endTime":245.71,"body":"acquisition, or, you know,"},{"speaker":"Eric Dodds","startTime":245.74,"endTime":250.45,"body":"pipeline generation. You know,"},{"speaker":"Eric Dodds","startTime":245.74,"endTime":250.45,"body":"those are all really sort of"},{"speaker":"Eric Dodds","startTime":250.45,"endTime":252.82,"body":"metrics oriented and product"},{"speaker":"Eric Dodds","startTime":250.45,"endTime":252.82,"body":"marketing is a really"},{"speaker":"Eric Dodds","startTime":252.82,"endTime":255.79,"body":"interesting function. Because a"},{"speaker":"Eric Dodds","startTime":252.82,"endTime":255.79,"body":"lot of times there's not a"},{"speaker":"Eric Dodds","startTime":255.79,"endTime":258.52,"body":"number to hit, you're an"},{"speaker":"Eric Dodds","startTime":255.79,"endTime":258.52,"body":"enablement function. And so the"},{"speaker":"Eric Dodds","startTime":258.52,"endTime":263.5,"body":"question that we ask is, how do"},{"speaker":"Eric Dodds","startTime":258.52,"endTime":263.5,"body":"we understand on a really,"},{"speaker":"Eric Dodds","startTime":263.5,"endTime":269.23,"body":"really deep level? How our"},{"speaker":"Eric Dodds","startTime":263.5,"endTime":269.23,"body":"software solves a problem for"},{"speaker":"Eric Dodds","startTime":269.23,"endTime":274.72,"body":"the end user? And then how do we"},{"speaker":"Eric Dodds","startTime":269.23,"endTime":274.72,"body":"help our performance marketing"},{"speaker":"Eric Dodds","startTime":274.72,"endTime":279.46,"body":"team get better leads? How do we"},{"speaker":"Eric Dodds","startTime":274.72,"endTime":279.46,"body":"help our sales team, you know,"},{"speaker":"Eric Dodds","startTime":279.46,"endTime":283.15,"body":"create higher velocity in the"},{"speaker":"Eric Dodds","startTime":279.46,"endTime":283.15,"body":"sales process? How do we help"},{"speaker":"Eric Dodds","startTime":283.15,"endTime":287.56,"body":"our content team create content"},{"speaker":"Eric Dodds","startTime":283.15,"endTime":287.56,"body":"that's really educational and"},{"speaker":"Eric Dodds","startTime":287.56,"endTime":290.8,"body":"really compelling. So that leads"},{"speaker":"Eric Dodds","startTime":287.56,"endTime":290.8,"body":"and prospects and website"},{"speaker":"Eric Dodds","startTime":290.8,"endTime":294.04,"body":"visitor visitors are very"},{"speaker":"Eric Dodds","startTime":290.8,"endTime":294.04,"body":"educated, moving towards a"},{"speaker":"Eric Dodds","startTime":294.04,"endTime":298.36,"body":"purchase decision? So we really"},{"speaker":"Eric Dodds","startTime":294.04,"endTime":298.36,"body":"sort of span the spectrum. You"},{"speaker":"Eric Dodds","startTime":298.36,"endTime":302.17,"body":"know, and so we think about"},{"speaker":"Eric Dodds","startTime":298.36,"endTime":302.17,"body":"profit like marketing, router"},{"speaker":"Eric Dodds","startTime":302.17,"endTime":306.88,"body":"sack is having internal"},{"speaker":"Eric Dodds","startTime":302.17,"endTime":306.88,"body":"customers. So we are connected"},{"speaker":"Eric Dodds","startTime":307.24,"endTime":311.23,"body":"at the hip with a product"},{"speaker":"Eric Dodds","startTime":307.24,"endTime":311.23,"body":"management team, understanding"},{"speaker":"Eric Dodds","startTime":311.23,"endTime":314.65,"body":"the roadmap, what we're"},{"speaker":"Eric Dodds","startTime":311.23,"endTime":314.65,"body":"building, we're responsible for"},{"speaker":"Eric Dodds","startTime":314.65,"endTime":318.04,"body":"taking what we're building, and"},{"speaker":"Eric Dodds","startTime":314.65,"endTime":318.04,"body":"fashioning that into product"},{"speaker":"Eric Dodds","startTime":318.04,"endTime":320.14,"body":"launches, and then enabling each"},{"speaker":"Eric Dodds","startTime":318.04,"endTime":320.14,"body":"function."},{"speaker":"Matt Wolach","startTime":321.04,"endTime":323.2,"body":"I love that. So"},{"speaker":"Matt Wolach","startTime":321.04,"endTime":323.2,"body":"you're kind of like the hub, if"},{"speaker":"Matt Wolach","startTime":323.2,"endTime":325.81,"body":"it was a hub and spoke model and"},{"speaker":"Matt Wolach","startTime":323.2,"endTime":325.81,"body":"make sure everything happens."},{"speaker":"Eric Dodds","startTime":325.87,"endTime":328.33,"body":"yeah, exactly."},{"speaker":"Eric Dodds","startTime":325.87,"endTime":328.33,"body":"Great."},{"speaker":"Matt Wolach","startTime":328.33,"endTime":332.71,"body":"When does a team or"},{"speaker":"Matt Wolach","startTime":328.33,"endTime":332.71,"body":"a company need to have a product"},{"speaker":"Matt Wolach","startTime":332.71,"endTime":335.02,"body":"market or a product marketing"},{"speaker":"Matt Wolach","startTime":332.71,"endTime":335.02,"body":"team? At what point in their"},{"speaker":"Matt Wolach","startTime":335.02,"endTime":336.28,"body":"growth cycle? Should that"},{"speaker":"Matt Wolach","startTime":335.02,"endTime":336.28,"body":"happen?"},{"speaker":"Eric Dodds","startTime":336.97,"endTime":341.8,"body":"Wow, that's a really"},{"speaker":"Eric Dodds","startTime":336.97,"endTime":341.8,"body":"good question. You know, I would"},{"speaker":"Eric Dodds","startTime":341.8,"endTime":348.85,"body":"say that, in many ways, you, I"},{"speaker":"Eric Dodds","startTime":341.8,"endTime":348.85,"body":"don't think you can start too"},{"speaker":"Eric Dodds","startTime":348.88,"endTime":355.96,"body":"early with having a product"},{"speaker":"Eric Dodds","startTime":348.88,"endTime":355.96,"body":"marketer in place. The caveat"},{"speaker":"Eric Dodds","startTime":355.96,"endTime":359.83,"body":"there is that product marketing"},{"speaker":"Eric Dodds","startTime":355.96,"endTime":359.83,"body":"in the very early stages of a"},{"speaker":"Eric Dodds","startTime":359.83,"endTime":365.14,"body":"company changes a lot, right."},{"speaker":"Eric Dodds","startTime":359.83,"endTime":365.14,"body":"And I would say this is in sort"},{"speaker":"Eric Dodds","startTime":365.14,"endTime":369.49,"body":"of the product market fit phase."},{"speaker":"Eric Dodds","startTime":365.14,"endTime":369.49,"body":"And so if you want to, you know,"},{"speaker":"Eric Dodds","startTime":369.49,"endTime":373.42,"body":"use the conventional zero to a"},{"speaker":"Eric Dodds","startTime":369.49,"endTime":373.42,"body":"million, a million to 10"},{"speaker":"Eric Dodds","startTime":373.42,"endTime":376.99,"body":"million, you know, well, things"},{"speaker":"Eric Dodds","startTime":373.42,"endTime":376.99,"body":"are all over the all over the"},{"speaker":"Eric Dodds","startTime":376.99,"endTime":379.33,"body":"board zero to a million, right,"},{"speaker":"Eric Dodds","startTime":376.99,"endTime":379.33,"body":"you're just trying to fight to"},{"speaker":"Eric Dodds","startTime":379.33,"endTime":381.97,"body":"stay alive, you're trying a"},{"speaker":"Eric Dodds","startTime":379.33,"endTime":381.97,"body":"bunch of stuff, the way you"},{"speaker":"Eric Dodds","startTime":381.97,"endTime":384.4,"body":"describe your company, the way"},{"speaker":"Eric Dodds","startTime":381.97,"endTime":384.4,"body":"you sell, everything is"},{"speaker":"Eric Dodds","startTime":384.4,"endTime":387.4,"body":"changing, you know, month over"},{"speaker":"Eric Dodds","startTime":384.4,"endTime":387.4,"body":"month, or even week to week,"},{"speaker":"Eric Dodds","startTime":387.4,"endTime":391.75,"body":"sometimes as you learn, things"},{"speaker":"Eric Dodds","startTime":387.4,"endTime":391.75,"body":"sort of stabilize, and you get a"},{"speaker":"Eric Dodds","startTime":391.75,"endTime":395.44,"body":"somewhat repeatable process. And"},{"speaker":"Eric Dodds","startTime":391.75,"endTime":395.44,"body":"then, you know, if you, if you"},{"speaker":"Eric Dodds","startTime":395.47,"endTime":398.83,"body":"believe the conventional wisdom"},{"speaker":"Eric Dodds","startTime":395.47,"endTime":398.83,"body":"that, you know, you hit the 10"},{"speaker":"Eric Dodds","startTime":398.83,"endTime":402.94,"body":"million threshold, and you have"},{"speaker":"Eric Dodds","startTime":398.83,"endTime":402.94,"body":"some level of product market"},{"speaker":"Eric Dodds","startTime":402.94,"endTime":407.74,"body":"fit. At that point, you're"},{"speaker":"Eric Dodds","startTime":402.94,"endTime":407.74,"body":"talking much more about scaling."},{"speaker":"Eric Dodds","startTime":407.77,"endTime":413.8,"body":"And so I would think about, in"},{"speaker":"Eric Dodds","startTime":407.77,"endTime":413.8,"body":"my opinion, and this isn't, you"},{"speaker":"Eric Dodds","startTime":413.8,"endTime":415.84,"body":"know, I actually didn't come"},{"speaker":"Eric Dodds","startTime":413.8,"endTime":415.84,"body":"from a product marketing"},{"speaker":"Eric Dodds","startTime":415.84,"endTime":421.42,"body":"background. And so in many ways,"},{"speaker":"Eric Dodds","startTime":415.84,"endTime":421.42,"body":"I wish that in many prior"},{"speaker":"Eric Dodds","startTime":421.42,"endTime":423.61,"body":"companies and everything that I"},{"speaker":"Eric Dodds","startTime":421.42,"endTime":423.61,"body":"had started this way earlier,"},{"speaker":"Eric Dodds","startTime":423.79,"endTime":427.27,"body":"but I would think about it as"},{"speaker":"Eric Dodds","startTime":423.79,"endTime":427.27,"body":"sort of accomplishing two"},{"speaker":"Eric Dodds","startTime":427.27,"endTime":432.1,"body":"different things, I would hire"},{"speaker":"Eric Dodds","startTime":427.27,"endTime":432.1,"body":"it very early. But in the zero"},{"speaker":"Eric Dodds","startTime":432.1,"endTime":435.64,"body":"to one and one to 10 phase,"},{"speaker":"Eric Dodds","startTime":432.1,"endTime":435.64,"body":"you're collecting as much"},{"speaker":"Eric Dodds","startTime":435.64,"endTime":440.29,"body":"intelligence as you can, from"},{"speaker":"Eric Dodds","startTime":435.64,"endTime":440.29,"body":"the customer in the market, and"},{"speaker":"Eric Dodds","startTime":440.29,"endTime":445.24,"body":"especially your own marketing"},{"speaker":"Eric Dodds","startTime":440.29,"endTime":445.24,"body":"and sales process. And trying to"},{"speaker":"Eric Dodds","startTime":445.24,"endTime":450.25,"body":"build a bunch of intelligence"},{"speaker":"Eric Dodds","startTime":445.24,"endTime":450.25,"body":"that will inform how you"},{"speaker":"Eric Dodds","startTime":450.25,"endTime":453.64,"body":"communicate and differentiate"},{"speaker":"Eric Dodds","startTime":450.25,"endTime":453.64,"body":"yourself, and sort of build"},{"speaker":"Eric Dodds","startTime":453.64,"endTime":457.63,"body":"those foundations. And then once"},{"speaker":"Eric Dodds","startTime":453.64,"endTime":457.63,"body":"you sort of get product market"},{"speaker":"Eric Dodds","startTime":457.63,"endTime":460.87,"body":"fit, and you can filter all of"},{"speaker":"Eric Dodds","startTime":457.63,"endTime":460.87,"body":"that Intel down to the stuff"},{"speaker":"Eric Dodds","startTime":460.87,"endTime":464.23,"body":"that's going to create velocity"},{"speaker":"Eric Dodds","startTime":460.87,"endTime":464.23,"body":"in a sales cycle, then it's"},{"speaker":"Eric Dodds","startTime":464.23,"endTime":466.93,"body":"about building a repeatable"},{"speaker":"Eric Dodds","startTime":464.23,"endTime":466.93,"body":"process of taking what the"},{"speaker":"Eric Dodds","startTime":466.93,"endTime":470.62,"body":"product team is building,"},{"speaker":"Eric Dodds","startTime":466.93,"endTime":470.62,"body":"launching it, and then enabling"},{"speaker":"Eric Dodds","startTime":470.62,"endTime":474.19,"body":"teams to, you know, drive"},{"speaker":"Eric Dodds","startTime":470.62,"endTime":474.19,"body":"interest and ultimately, close"},{"speaker":"Eric Dodds","startTime":474.19,"endTime":474.64,"body":"deals."},{"speaker":"Matt Wolach","startTime":475.3,"endTime":477.19,"body":"Yeah, I love that."},{"speaker":"Matt Wolach","startTime":475.3,"endTime":477.19,"body":"Thank you for that breakdown."},{"speaker":"Matt Wolach","startTime":477.19,"endTime":479.98,"body":"That's super, super helpful. But"},{"speaker":"Matt Wolach","startTime":477.19,"endTime":479.98,"body":"it feels like, you've really got"},{"speaker":"Matt Wolach","startTime":479.98,"endTime":483.34,"body":"to be in touch with the product"},{"speaker":"Matt Wolach","startTime":479.98,"endTime":483.34,"body":"team, with the sales team with"},{"speaker":"Matt Wolach","startTime":483.34,"endTime":487.03,"body":"everybody and making sure that"},{"speaker":"Matt Wolach","startTime":483.34,"endTime":487.03,"body":"everybody knows fully what's"},{"speaker":"Matt Wolach","startTime":487.03,"endTime":489.67,"body":"coming and what's going on. I"},{"speaker":"Matt Wolach","startTime":487.03,"endTime":489.67,"body":"think that that's something"},{"speaker":"Matt Wolach","startTime":489.67,"endTime":493.39,"body":"within a lot of companies where"},{"speaker":"Matt Wolach","startTime":489.67,"endTime":493.39,"body":"that breaks down. And I've seen"},{"speaker":"Matt Wolach","startTime":493.39,"endTime":496.06,"body":"a lot of times where the sales"},{"speaker":"Matt Wolach","startTime":493.39,"endTime":496.06,"body":"seems like we have this now, I"},{"speaker":"Matt Wolach","startTime":496.06,"endTime":498.85,"body":"didn't even know that and a lot"},{"speaker":"Matt Wolach","startTime":496.06,"endTime":498.85,"body":"of customers don't even know it."},{"speaker":"Matt Wolach","startTime":499.24,"endTime":501.61,"body":"It's, it's scary. When that"},{"speaker":"Matt Wolach","startTime":499.24,"endTime":501.61,"body":"happens. It sounds like you're"},{"speaker":"Matt Wolach","startTime":501.61,"endTime":503.65,"body":"keeping everybody in touch"},{"speaker":"Matt Wolach","startTime":501.61,"endTime":503.65,"body":"together."},{"speaker":"Eric Dodds","startTime":504.28,"endTime":507.37,"body":"Yeah, I think that's"},{"speaker":"Eric Dodds","startTime":504.28,"endTime":507.37,"body":"the hardest part of the job. You"},{"speaker":"Eric Dodds","startTime":507.37,"endTime":511.78,"body":"know, if you talk with any"},{"speaker":"Eric Dodds","startTime":507.37,"endTime":511.78,"body":"product marketer, you know, if"},{"speaker":"Eric Dodds","startTime":511.78,"endTime":514.39,"body":"you're, if you're savvy, you can"},{"speaker":"Eric Dodds","startTime":511.78,"endTime":514.39,"body":"figure out what people are"},{"speaker":"Eric Dodds","startTime":514.39,"endTime":516.55,"body":"building, you can figure out how"},{"speaker":"Eric Dodds","startTime":514.39,"endTime":516.55,"body":"to translate that into a message"},{"speaker":"Eric Dodds","startTime":516.55,"endTime":522.31,"body":"that people understand. But the"},{"speaker":"Eric Dodds","startTime":516.55,"endTime":522.31,"body":"incentives of different internal"},{"speaker":"Eric Dodds","startTime":522.31,"endTime":526.18,"body":"customers that product marketing"},{"speaker":"Eric Dodds","startTime":522.31,"endTime":526.18,"body":"has around the organization are"},{"speaker":"Eric Dodds","startTime":526.18,"endTime":530.53,"body":"drastically different. So for"},{"speaker":"Eric Dodds","startTime":526.18,"endTime":530.53,"body":"example, you know, a sales team"},{"speaker":"Eric Dodds","startTime":530.56,"endTime":535.21,"body":"is, you know, generally"},{"speaker":"Eric Dodds","startTime":530.56,"endTime":535.21,"body":"concerned with closing net new"},{"speaker":"Eric Dodds","startTime":535.21,"endTime":539.5,"body":"logos, right? There's a"},{"speaker":"Eric Dodds","startTime":535.21,"endTime":539.5,"body":"commission component to that."},{"speaker":"Eric Dodds","startTime":539.8,"endTime":543.52,"body":"And so the way that they"},{"speaker":"Eric Dodds","startTime":539.8,"endTime":543.52,"body":"interpret the way that it's"},{"speaker":"Eric Dodds","startTime":543.52,"endTime":547.3,"body":"designed for them to interpret"},{"speaker":"Eric Dodds","startTime":543.52,"endTime":547.3,"body":"the product roadmap, is for them"},{"speaker":"Eric Dodds","startTime":547.3,"endTime":552.01,"body":"to say, okay, how can I"},{"speaker":"Eric Dodds","startTime":547.3,"endTime":552.01,"body":"construct a deal, that includes"},{"speaker":"Eric Dodds","startTime":552.01,"endTime":554.47,"body":"the things that are most"},{"speaker":"Eric Dodds","startTime":552.01,"endTime":554.47,"body":"relevant for these people that"},{"speaker":"Eric Dodds","startTime":554.47,"endTime":557.41,"body":"will, you know, that they're"},{"speaker":"Eric Dodds","startTime":554.47,"endTime":557.41,"body":"willing to pay for, right?"},{"speaker":"Eric Dodds","startTime":557.89,"endTime":561.76,"body":"Whereas the customer success"},{"speaker":"Eric Dodds","startTime":557.89,"endTime":561.76,"body":"team, might be incentivized more"},{"speaker":"Eric Dodds","startTime":561.76,"endTime":565.03,"body":"on like a net dollar retention"},{"speaker":"Eric Dodds","startTime":561.76,"endTime":565.03,"body":"number or an expansion number,"},{"speaker":"Eric Dodds","startTime":565.06,"endTime":570.85,"body":"right. And so, as opposed to the"},{"speaker":"Eric Dodds","startTime":565.06,"endTime":570.85,"body":"way that they might think about,"},{"speaker":"Eric Dodds","startTime":571.15,"endTime":573.79,"body":"you know, architecting, a"},{"speaker":"Eric Dodds","startTime":571.15,"endTime":573.79,"body":"package of product features that"},{"speaker":"Eric Dodds","startTime":573.79,"endTime":577.0,"body":"might drive expansion, maybe"},{"speaker":"Eric Dodds","startTime":573.79,"endTime":577.0,"body":"much more around adoption,"},{"speaker":"Eric Dodds","startTime":577.03,"endTime":581.83,"body":"right, or deeper usage of"},{"speaker":"Eric Dodds","startTime":577.03,"endTime":581.83,"body":"existing features or other"},{"speaker":"Eric Dodds","startTime":581.83,"endTime":584.65,"body":"things like that. And so, I"},{"speaker":"Eric Dodds","startTime":581.83,"endTime":584.65,"body":"think that's what makes it"},{"speaker":"Eric Dodds","startTime":584.65,"endTime":588.01,"body":"tricky is that, you know, things"},{"speaker":"Eric Dodds","startTime":584.65,"endTime":588.01,"body":"get out of alignment in many"},{"speaker":"Eric Dodds","startTime":588.01,"endTime":591.79,"body":"ways, because there's"},{"speaker":"Eric Dodds","startTime":588.01,"endTime":591.79,"body":"intentional tension in the way"},{"speaker":"Eric Dodds","startTime":591.79,"endTime":593.8,"body":"that different parts of the"},{"speaker":"Eric Dodds","startTime":591.79,"endTime":593.8,"body":"company are incentivized. And"},{"speaker":"Eric Dodds","startTime":593.8,"endTime":597.91,"body":"so, I think as a product"},{"speaker":"Eric Dodds","startTime":593.8,"endTime":597.91,"body":"marketer, really understanding"},{"speaker":"Eric Dodds","startTime":597.91,"endTime":601.75,"body":"business fundament fundamentals"},{"speaker":"Eric Dodds","startTime":597.91,"endTime":601.75,"body":"and and incentives is really key"},{"speaker":"Eric Dodds","startTime":601.75,"endTime":604.48,"body":"to understanding how to be that"},{"speaker":"Eric Dodds","startTime":601.75,"endTime":604.48,"body":"translation function."},{"speaker":"Matt Wolach","startTime":605.23,"endTime":609.19,"body":"I agree and I hate"},{"speaker":"Matt Wolach","startTime":605.23,"endTime":609.19,"body":"it when different departments"},{"speaker":"Matt Wolach","startTime":609.19,"endTime":611.56,"body":"different teams are incentivized"},{"speaker":"Matt Wolach","startTime":609.19,"endTime":611.56,"body":"differently, and they're kind of"},{"speaker":"Matt Wolach","startTime":611.56,"endTime":613.63,"body":"pulling in each other. And"},{"speaker":"Matt Wolach","startTime":611.56,"endTime":613.63,"body":"you're right, it creates that"},{"speaker":"Matt Wolach","startTime":613.75,"endTime":616.81,"body":"natural tension. I think a big"},{"speaker":"Matt Wolach","startTime":613.75,"endTime":616.81,"body":"lesson for me as a leader and"},{"speaker":"Matt Wolach","startTime":616.81,"endTime":619.78,"body":"for other leaders out there is,"},{"speaker":"Matt Wolach","startTime":616.81,"endTime":619.78,"body":"let's get our teams aligned with"},{"speaker":"Matt Wolach","startTime":619.81,"endTime":622.21,"body":"the with the goal that they're"},{"speaker":"Matt Wolach","startTime":619.81,"endTime":622.21,"body":"aiming for, on the whole, for"},{"speaker":"Matt Wolach","startTime":622.21,"endTime":624.22,"body":"those of you who have read the"},{"speaker":"Matt Wolach","startTime":622.21,"endTime":624.22,"body":"book, traction, that's one of"},{"speaker":"Matt Wolach","startTime":624.22,"endTime":627.16,"body":"the big things from that book,"},{"speaker":"Matt Wolach","startTime":624.22,"endTime":627.16,"body":"as well as, let's pick one or"},{"speaker":"Matt Wolach","startTime":627.16,"endTime":630.22,"body":"two overarching goals, let's get"},{"speaker":"Matt Wolach","startTime":627.16,"endTime":630.22,"body":"every team focus on how they can"},{"speaker":"Matt Wolach","startTime":630.22,"endTime":633.4,"body":"reach that goal. And I think"},{"speaker":"Matt Wolach","startTime":630.22,"endTime":633.4,"body":"that really helps what you're"},{"speaker":"Matt Wolach","startTime":633.4,"endTime":636.19,"body":"talking about another thing that"},{"speaker":"Matt Wolach","startTime":633.4,"endTime":636.19,"body":"you mentioned earlier, identity"},{"speaker":"Matt Wolach","startTime":636.19,"endTime":639.85,"body":"resolution? Can you explain"},{"speaker":"Matt Wolach","startTime":636.19,"endTime":639.85,"body":"exactly what that is? And what"},{"speaker":"Matt Wolach","startTime":639.85,"endTime":640.36,"body":"that means?"},{"speaker":"Eric Dodds","startTime":640.99,"endTime":645.31,"body":"Yeah, absolutely. So"},{"speaker":"Eric Dodds","startTime":640.99,"endTime":645.31,"body":"this is a problem that we"},{"speaker":"Eric Dodds","startTime":645.34,"endTime":648.73,"body":"noticed really early on with a"},{"speaker":"Eric Dodds","startTime":645.34,"endTime":648.73,"body":"lot of our customers. So we came"},{"speaker":"Eric Dodds","startTime":648.73,"endTime":653.56,"body":"to market with a product that"},{"speaker":"Eric Dodds","startTime":648.73,"endTime":653.56,"body":"provided data pipelines for you"},{"speaker":"Eric Dodds","startTime":653.56,"endTime":657.01,"body":"to collect data from various"},{"speaker":"Eric Dodds","startTime":653.56,"endTime":657.01,"body":"sources. And so if you think"},{"speaker":"Eric Dodds","startTime":657.01,"endTime":661.48,"body":"about, you know, the modern SaaS"},{"speaker":"Eric Dodds","startTime":657.01,"endTime":661.48,"body":"business, you have a marketing"},{"speaker":"Eric Dodds","startTime":661.48,"endTime":664.39,"body":"website, there are people"},{"speaker":"Eric Dodds","startTime":661.48,"endTime":664.39,"body":"interacting with that some"},{"speaker":"Eric Dodds","startTime":664.39,"endTime":667.12,"body":"proportion of those people"},{"speaker":"Eric Dodds","startTime":664.39,"endTime":667.12,"body":"probably convert on a form or"},{"speaker":"Eric Dodds","startTime":667.12,"endTime":672.01,"body":"request a demo or sign up for a"},{"speaker":"Eric Dodds","startTime":667.12,"endTime":672.01,"body":"trial or whatever. They then go"},{"speaker":"Eric Dodds","startTime":672.01,"endTime":675.19,"body":"in, you know, they, they then a"},{"speaker":"Eric Dodds","startTime":672.01,"endTime":675.19,"body":"lot of times, they'll cross"},{"speaker":"Eric Dodds","startTime":675.19,"endTime":678.16,"body":"platforms, especially if there's"},{"speaker":"Eric Dodds","startTime":675.19,"endTime":678.16,"body":"any sort of PLG motion where"},{"speaker":"Eric Dodds","startTime":678.16,"endTime":681.76,"body":"they're getting into an app. And"},{"speaker":"Eric Dodds","startTime":678.16,"endTime":681.76,"body":"so you actually have multiple"},{"speaker":"Eric Dodds","startTime":681.76,"endTime":686.02,"body":"different data sources, and"},{"speaker":"Eric Dodds","startTime":681.76,"endTime":686.02,"body":"trying to connect to the user"},{"speaker":"Eric Dodds","startTime":686.02,"endTime":688.9,"body":"journey across all those data"},{"speaker":"Eric Dodds","startTime":686.02,"endTime":688.9,"body":"sources tends to be extremely"},{"speaker":"Eric Dodds","startTime":688.9,"endTime":693.07,"body":"difficult. The way that this"},{"speaker":"Eric Dodds","startTime":688.9,"endTime":693.07,"body":"causes problems in the business"},{"speaker":"Eric Dodds","startTime":693.07,"endTime":697.27,"body":"really, practically, is, I think"},{"speaker":"Eric Dodds","startTime":693.07,"endTime":697.27,"body":"a lot of people can relate to"},{"speaker":"Eric Dodds","startTime":697.27,"endTime":699.76,"body":"this, you know, the marketing"},{"speaker":"Eric Dodds","startTime":697.27,"endTime":699.76,"body":"team is spending time in Google"},{"speaker":"Eric Dodds","startTime":699.76,"endTime":702.88,"body":"Analytics, and sort of looking"},{"speaker":"Eric Dodds","startTime":699.76,"endTime":702.88,"body":"at all the top of funnel stuff,"},{"speaker":"Eric Dodds","startTime":703.48,"endTime":707.08,"body":"making sure their UTM parameters"},{"speaker":"Eric Dodds","startTime":703.48,"endTime":707.08,"body":"are all tagged correctly, so"},{"speaker":"Eric Dodds","startTime":707.08,"endTime":710.56,"body":"they can tie you know, the"},{"speaker":"Eric Dodds","startTime":707.08,"endTime":710.56,"body":"Google ads spend to, you know,"},{"speaker":"Eric Dodds","startTime":710.56,"endTime":714.07,"body":"some sort of lead number, the"},{"speaker":"Eric Dodds","startTime":710.56,"endTime":714.07,"body":"product team is probably using a"},{"speaker":"Eric Dodds","startTime":714.07,"endTime":717.46,"body":"different tool to look at"},{"speaker":"Eric Dodds","startTime":714.07,"endTime":717.46,"body":"product usage, right. So they"},{"speaker":"Eric Dodds","startTime":717.46,"endTime":720.55,"body":"may be more interested in"},{"speaker":"Eric Dodds","startTime":717.46,"endTime":720.55,"body":"looking at, you know, screen"},{"speaker":"Eric Dodds","startTime":720.55,"endTime":724.21,"body":"recording, you know, or sort of"},{"speaker":"Eric Dodds","startTime":720.55,"endTime":724.21,"body":"user tracking screen recording"},{"speaker":"Eric Dodds","startTime":724.21,"endTime":726.46,"body":"to see how people are using it,"},{"speaker":"Eric Dodds","startTime":724.21,"endTime":726.46,"body":"maybe they have a product"},{"speaker":"Eric Dodds","startTime":726.46,"endTime":731.17,"body":"analytics tool, like, you know,"},{"speaker":"Eric Dodds","startTime":726.46,"endTime":731.17,"body":"amplitude or mix panel. But"},{"speaker":"Eric Dodds","startTime":731.17,"endTime":733.66,"body":"those two datasets are really"},{"speaker":"Eric Dodds","startTime":731.17,"endTime":733.66,"body":"siloed. And then of course, you"},{"speaker":"Eric Dodds","startTime":733.66,"endTime":737.89,"body":"have the, you know, the 800"},{"speaker":"Eric Dodds","startTime":733.66,"endTime":737.89,"body":"pound gorilla, which is you"},{"speaker":"Eric Dodds","startTime":737.89,"endTime":742.75,"body":"know, Salesforce or some sort of"},{"speaker":"Eric Dodds","startTime":737.89,"endTime":742.75,"body":"CRM tool, where the actual"},{"speaker":"Eric Dodds","startTime":742.78,"endTime":748.06,"body":"process of selling is being"},{"speaker":"Eric Dodds","startTime":742.78,"endTime":748.06,"body":"driven. And that tends to be"},{"speaker":"Eric Dodds","startTime":748.06,"endTime":752.89,"body":"sort of the, you know, the, the"},{"speaker":"Eric Dodds","startTime":748.06,"endTime":752.89,"body":"end all be all for the business,"},{"speaker":"Eric Dodds","startTime":752.89,"endTime":756.34,"body":"because it's the closest to the"},{"speaker":"Eric Dodds","startTime":752.89,"endTime":756.34,"body":"bottom line in terms of revenue."},{"speaker":"Eric Dodds","startTime":757.0,"endTime":762.52,"body":"But what's challenging is that,"},{"speaker":"Eric Dodds","startTime":757.0,"endTime":762.52,"body":"practically, you have three even"},{"speaker":"Eric Dodds","startTime":762.52,"endTime":765.4,"body":"in that scenario, and that's"},{"speaker":"Eric Dodds","startTime":762.52,"endTime":765.4,"body":"actually pretty simple. As you"},{"speaker":"Eric Dodds","startTime":765.4,"endTime":767.38,"body":"grow, the problem gets even"},{"speaker":"Eric Dodds","startTime":765.4,"endTime":767.38,"body":"worse, then you throw in"},{"speaker":"Eric Dodds","startTime":767.38,"endTime":771.31,"body":"customer success, and you know,"},{"speaker":"Eric Dodds","startTime":767.38,"endTime":771.31,"body":"other teams, but just the"},{"speaker":"Eric Dodds","startTime":771.31,"endTime":773.77,"body":"scenario, you have marketing and"},{"speaker":"Eric Dodds","startTime":771.31,"endTime":773.77,"body":"Google Analytics product using"},{"speaker":"Eric Dodds","startTime":773.77,"endTime":776.59,"body":"some set of their tools, and"},{"speaker":"Eric Dodds","startTime":773.77,"endTime":776.59,"body":"then you know, the sales team or"},{"speaker":"Eric Dodds","startTime":776.59,"endTime":781.09,"body":"revenue team, using Salesforce,"},{"speaker":"Eric Dodds","startTime":776.59,"endTime":781.09,"body":"you have three different"},{"speaker":"Eric Dodds","startTime":781.78,"endTime":788.29,"body":"repositories of data that aren't"},{"speaker":"Eric Dodds","startTime":781.78,"endTime":788.29,"body":"necessarily wrong, but that only"},{"speaker":"Eric Dodds","startTime":788.29,"endTime":793.78,"body":"tell a small part of the story."},{"speaker":"Eric Dodds","startTime":788.29,"endTime":793.78,"body":"And so this is pervasive,"},{"speaker":"Eric Dodds","startTime":793.81,"endTime":797.26,"body":"everyone listening probably"},{"speaker":"Eric Dodds","startTime":793.81,"endTime":797.26,"body":"knows, you know, knows about"},{"speaker":"Eric Dodds","startTime":797.26,"endTime":802.12,"body":"these challenges have dealt with"},{"speaker":"Eric Dodds","startTime":797.26,"endTime":802.12,"body":"them. Typically, what companies"},{"speaker":"Eric Dodds","startTime":802.12,"endTime":806.68,"body":"try to do, and especially in the"},{"speaker":"Eric Dodds","startTime":802.12,"endTime":806.68,"body":"world of b2b is you just try to"},{"speaker":"Eric Dodds","startTime":806.68,"endTime":810.22,"body":"get this data into a single"},{"speaker":"Eric Dodds","startTime":806.68,"endTime":810.22,"body":"place. And because Salesforce"},{"speaker":"Eric Dodds","startTime":810.22,"endTime":813.25,"body":"tends to be the center of"},{"speaker":"Eric Dodds","startTime":810.22,"endTime":813.25,"body":"gravity in terms of revenue"},{"speaker":"Eric Dodds","startTime":813.25,"endTime":816.94,"body":"reporting, you're trying to get"},{"speaker":"Eric Dodds","startTime":813.25,"endTime":816.94,"body":"data into Salesforce, a lot of"},{"speaker":"Eric Dodds","startTime":816.94,"endTime":820.06,"body":"times, right, and so okay, you"},{"speaker":"Eric Dodds","startTime":816.94,"endTime":820.06,"body":"set up the campaign objects, and"},{"speaker":"Eric Dodds","startTime":820.06,"endTime":822.55,"body":"you try to get the UTM 's and"},{"speaker":"Eric Dodds","startTime":820.06,"endTime":822.55,"body":"and you're doing all this weird,"},{"speaker":"Eric Dodds","startTime":822.58,"endTime":825.82,"body":"you know, automation, and, you"},{"speaker":"Eric Dodds","startTime":822.58,"endTime":825.82,"body":"know, probably ought to Zapier"},{"speaker":"Eric Dodds","startTime":825.82,"endTime":828.88,"body":"plugged in from the marketing"},{"speaker":"Eric Dodds","startTime":825.82,"endTime":828.88,"body":"ops team and all that crazy"},{"speaker":"Eric Dodds","startTime":828.88,"endTime":832.93,"body":"stuff, right? And so what is the"},{"speaker":"Eric Dodds","startTime":828.88,"endTime":832.93,"body":"net result of this? I used to"},{"speaker":"Eric Dodds","startTime":832.93,"endTime":836.41,"body":"joke all the time that I've"},{"speaker":"Eric Dodds","startTime":832.93,"endTime":836.41,"body":"never seen a Salesforce"},{"speaker":"Eric Dodds","startTime":836.44,"endTime":839.65,"body":"instance, that wasn't a"},{"speaker":"Eric Dodds","startTime":836.44,"endTime":839.65,"body":"Frankenstein, you know, I mean,"},{"speaker":"Eric Dodds","startTime":839.77,"endTime":845.2,"body":"has anyone is? Why is that?"},{"speaker":"Eric Dodds","startTime":839.77,"endTime":845.2,"body":"Well, it's because you're trying"},{"speaker":"Eric Dodds","startTime":845.2,"endTime":849.67,"body":"to force a bunch of marketing"},{"speaker":"Eric Dodds","startTime":845.2,"endTime":849.67,"body":"and product data into a CRM"},{"speaker":"Eric Dodds","startTime":849.67,"endTime":852.94,"body":"that's really, really built to"},{"speaker":"Eric Dodds","startTime":849.67,"endTime":852.94,"body":"drive a sales process, right."},{"speaker":"Eric Dodds","startTime":853.3,"endTime":855.76,"body":"And so you go down this path of"},{"speaker":"Eric Dodds","startTime":853.3,"endTime":855.76,"body":"custom fields, and it gets"},{"speaker":"Eric Dodds","startTime":855.76,"endTime":859.99,"body":"really, really messy, and then"},{"speaker":"Eric Dodds","startTime":855.76,"endTime":859.99,"body":"the quarter and comes around."},{"speaker":"Eric Dodds","startTime":860.44,"endTime":863.41,"body":"And you have someone spending"},{"speaker":"Eric Dodds","startTime":860.44,"endTime":863.41,"body":"four days in spreadsheets, doing"},{"speaker":"Eric Dodds","startTime":863.41,"endTime":866.38,"body":"a bunch of V lookups, from"},{"speaker":"Eric Dodds","startTime":863.41,"endTime":866.38,"body":"exports, trying to, you know,"},{"speaker":"Eric Dodds","startTime":866.38,"endTime":870.7,"body":"give the board an accurate"},{"speaker":"Eric Dodds","startTime":866.38,"endTime":870.7,"body":"number. That's really"},{"speaker":"Eric Dodds","startTime":870.7,"endTime":874.15,"body":"challenging from an operational"},{"speaker":"Eric Dodds","startTime":870.7,"endTime":874.15,"body":"standpoint, but there's actually"},{"speaker":"Eric Dodds","startTime":874.15,"endTime":877.72,"body":"a much larger opportunity cost,"},{"speaker":"Eric Dodds","startTime":874.15,"endTime":877.72,"body":"and that's that you hit local"},{"speaker":"Eric Dodds","startTime":877.72,"endTime":880.6,"body":"maximums, and each of these"},{"speaker":"Eric Dodds","startTime":877.72,"endTime":880.6,"body":"business functions, and that's"},{"speaker":"Eric Dodds","startTime":880.6,"endTime":884.29,"body":"the real pernicious thing that"},{"speaker":"Eric Dodds","startTime":880.6,"endTime":884.29,"body":"if everyone's working really"},{"speaker":"Eric Dodds","startTime":884.29,"endTime":887.77,"body":"hard, you know, it's like, man,"},{"speaker":"Eric Dodds","startTime":884.29,"endTime":887.77,"body":"we're working really hard. We"},{"speaker":"Eric Dodds","startTime":887.77,"endTime":891.91,"body":"are getting this data together."},{"speaker":"Eric Dodds","startTime":887.77,"endTime":891.91,"body":"You can almost miss the fact"},{"speaker":"Eric Dodds","startTime":891.91,"endTime":896.26,"body":"that marketing has an incomplete"},{"speaker":"Eric Dodds","startTime":891.91,"endTime":896.26,"body":"view and so they actually can't"},{"speaker":"Eric Dodds","startTime":896.26,"endTime":901.33,"body":"tell what's happening downstream"},{"speaker":"Eric Dodds","startTime":896.26,"endTime":901.33,"body":"on a granular level. either in"},{"speaker":"Eric Dodds","startTime":901.33,"endTime":905.29,"body":"the product, which campaigns are"},{"speaker":"Eric Dodds","startTime":901.33,"endTime":905.29,"body":"actually driving sign up trials"},{"speaker":"Eric Dodds","startTime":905.29,"endTime":908.23,"body":"where they activate? That's a"},{"speaker":"Eric Dodds","startTime":905.29,"endTime":908.23,"body":"hard question to answer, right?"},{"speaker":"Eric Dodds","startTime":908.44,"endTime":910.6,"body":"You're just not going to look"},{"speaker":"Eric Dodds","startTime":908.44,"endTime":910.6,"body":"into it that deeply if someone"},{"speaker":"Eric Dodds","startTime":910.6,"endTime":913.78,"body":"has to spend days in"},{"speaker":"Eric Dodds","startTime":910.6,"endTime":913.78,"body":"spreadsheets, right? Or even"},{"speaker":"Eric Dodds","startTime":913.78,"endTime":918.13,"body":"more important, which campaigns"},{"speaker":"Eric Dodds","startTime":913.78,"endTime":918.13,"body":"lead to active trials that lead"},{"speaker":"Eric Dodds","startTime":918.13,"endTime":921.7,"body":"to, like sales accepted"},{"speaker":"Eric Dodds","startTime":918.13,"endTime":921.7,"body":"opportunity, you know, leads and"},{"speaker":"Eric Dodds","startTime":921.7,"endTime":924.85,"body":"then opportunities, right? Which"},{"speaker":"Eric Dodds","startTime":921.7,"endTime":924.85,"body":"ones of those closed? How many"},{"speaker":"Eric Dodds","startTime":924.85,"endTime":928.87,"body":"are closed? Last? Why are they"},{"speaker":"Eric Dodds","startTime":924.85,"endTime":928.87,"body":"closed? Last? Those are the the"},{"speaker":"Eric Dodds","startTime":928.87,"endTime":934.0,"body":"answers that really, that can"},{"speaker":"Eric Dodds","startTime":928.87,"endTime":934.0,"body":"really ignite growth in a"},{"speaker":"Eric Dodds","startTime":934.0,"endTime":937.63,"body":"business. Because if you can"},{"speaker":"Eric Dodds","startTime":934.0,"endTime":937.63,"body":"piece together that happy path"},{"speaker":"Eric Dodds","startTime":937.63,"endTime":943.84,"body":"and make it repeatable in the"},{"speaker":"Eric Dodds","startTime":937.63,"endTime":943.84,"body":"business, it's, it's game"},{"speaker":"Eric Dodds","startTime":943.84,"endTime":947.89,"body":"changing, right? And so that was"},{"speaker":"Eric Dodds","startTime":943.84,"endTime":947.89,"body":"a very long way of describing"},{"speaker":"Eric Dodds","startTime":947.89,"endTime":950.98,"body":"this problem of identity"},{"speaker":"Eric Dodds","startTime":947.89,"endTime":950.98,"body":"resolution. When we say identity"},{"speaker":"Eric Dodds","startTime":950.98,"endTime":955.27,"body":"resolution, what we're doing,"},{"speaker":"Eric Dodds","startTime":950.98,"endTime":955.27,"body":"what we really mean is, what are"},{"speaker":"Eric Dodds","startTime":955.27,"endTime":958.54,"body":"all of the different pieces of"},{"speaker":"Eric Dodds","startTime":955.27,"endTime":958.54,"body":"information you have about your"},{"speaker":"Eric Dodds","startTime":958.54,"endTime":963.43,"body":"customer? And how do you combine"},{"speaker":"Eric Dodds","startTime":958.54,"endTime":963.43,"body":"those into a single view, and"},{"speaker":"Eric Dodds","startTime":963.43,"endTime":965.74,"body":"this is the marketing"},{"speaker":"Eric Dodds","startTime":963.43,"endTime":965.74,"body":"terminology around this is"},{"speaker":"Eric Dodds","startTime":965.74,"endTime":969.19,"body":"nauseating, golden customer"},{"speaker":"Eric Dodds","startTime":965.74,"endTime":969.19,"body":"record, you know, single pane of"},{"speaker":"Eric Dodds","startTime":969.19,"endTime":972.61,"body":"glass, single source of truth,"},{"speaker":"Eric Dodds","startTime":969.19,"endTime":972.61,"body":"customer 360, blah, blah, blah,"},{"speaker":"Eric Dodds","startTime":972.64,"endTime":975.76,"body":"whatever you want to call it,"},{"speaker":"Eric Dodds","startTime":972.64,"endTime":975.76,"body":"right? At the end of the day,"},{"speaker":"Eric Dodds","startTime":976.42,"endTime":979.3,"body":"it's very simple. It is"},{"speaker":"Eric Dodds","startTime":976.42,"endTime":979.3,"body":"collecting all the touch points"},{"speaker":"Eric Dodds","startTime":979.3,"endTime":982.39,"body":"you have about your customer and"},{"speaker":"Eric Dodds","startTime":979.3,"endTime":982.39,"body":"combining that into a profile,"},{"speaker":"Eric Dodds","startTime":982.69,"endTime":987.28,"body":"that gives you a complete story"},{"speaker":"Eric Dodds","startTime":982.69,"endTime":987.28,"body":"about that customer with data"},{"speaker":"Eric Dodds","startTime":987.67,"endTime":992.8,"body":"that enables your teams to make"},{"speaker":"Eric Dodds","startTime":987.67,"endTime":992.8,"body":"fully data informed decisions,"},{"speaker":"Eric Dodds","startTime":992.83,"endTime":997.36,"body":"whether that's about a marketing"},{"speaker":"Eric Dodds","startTime":992.83,"endTime":997.36,"body":"campaign, you know, a product"},{"speaker":"Eric Dodds","startTime":997.36,"endTime":1000.72,"body":"feature, you know, or the sales"},{"speaker":"Eric Dodds","startTime":997.36,"endTime":1000.72,"body":"process. And so the punchline"},{"speaker":"Eric Dodds","startTime":1000.72,"endTime":1004.8,"body":"here is that, you know, at"},{"speaker":"Eric Dodds","startTime":1000.72,"endTime":1004.8,"body":"router sack, we believe that,"},{"speaker":"Eric Dodds","startTime":1005.43,"endTime":1007.8,"body":"you know, building this in"},{"speaker":"Eric Dodds","startTime":1005.43,"endTime":1007.8,"body":"Salesforce or Google Analytics"},{"speaker":"Eric Dodds","startTime":1007.8,"endTime":1010.77,"body":"or other product tools, like"},{"speaker":"Eric Dodds","startTime":1007.8,"endTime":1010.77,"body":"everyone knows that when they've"},{"speaker":"Eric Dodds","startTime":1010.77,"endTime":1013.92,"body":"tried that it's failed. The"},{"speaker":"Eric Dodds","startTime":1010.77,"endTime":1013.92,"body":"place to do that is in the in"},{"speaker":"Eric Dodds","startTime":1013.92,"endTime":1016.74,"body":"the Cloud Data Warehouse. And so"},{"speaker":"Eric Dodds","startTime":1013.92,"endTime":1016.74,"body":"router sack provides a solution"},{"speaker":"Eric Dodds","startTime":1016.74,"endTime":1019.77,"body":"that allows you to collect all"},{"speaker":"Eric Dodds","startTime":1016.74,"endTime":1019.77,"body":"of that data, build that"},{"speaker":"Eric Dodds","startTime":1019.77,"endTime":1022.29,"body":"complete profile in the data"},{"speaker":"Eric Dodds","startTime":1019.77,"endTime":1022.29,"body":"warehouse, where you have a"},{"speaker":"Eric Dodds","startTime":1022.29,"endTime":1026.46,"body":"flexible enough set of data"},{"speaker":"Eric Dodds","startTime":1022.29,"endTime":1026.46,"body":"focused features and flexible"},{"speaker":"Eric Dodds","startTime":1026.46,"endTime":1029.37,"body":"enough data model to do that,"},{"speaker":"Eric Dodds","startTime":1026.46,"endTime":1029.37,"body":"and then push that back out into"},{"speaker":"Eric Dodds","startTime":1029.37,"endTime":1033.03,"body":"each tool so that every tool has"},{"speaker":"Eric Dodds","startTime":1029.37,"endTime":1033.03,"body":"a complete view of the customer."},{"speaker":"Eric Dodds","startTime":1033.42,"endTime":1036.27,"body":"And they can all operate from"},{"speaker":"Eric Dodds","startTime":1033.42,"endTime":1036.27,"body":"that single source of truth. So"},{"speaker":"Eric Dodds","startTime":1036.33,"endTime":1040.23,"body":"there you go, I will. I'll take"},{"speaker":"Eric Dodds","startTime":1036.33,"endTime":1040.23,"body":"a moment to breed."},{"speaker":"Matt Wolach","startTime":1041.04,"endTime":1043.14,"body":"Yeah, that's"},{"speaker":"Matt Wolach","startTime":1041.04,"endTime":1043.14,"body":"awesome. So much valuable"},{"speaker":"Matt Wolach","startTime":1043.14,"endTime":1046.32,"body":"information. Because you're"},{"speaker":"Matt Wolach","startTime":1043.14,"endTime":1046.32,"body":"right, this is so many hiccups"},{"speaker":"Matt Wolach","startTime":1046.32,"endTime":1049.98,"body":"and challenges along the path"},{"speaker":"Matt Wolach","startTime":1046.32,"endTime":1049.98,"body":"and trying to make that happen"},{"speaker":"Matt Wolach","startTime":1049.98,"endTime":1053.94,"body":"can be really tough, especially"},{"speaker":"Matt Wolach","startTime":1049.98,"endTime":1053.94,"body":"if you're, you're trying to set"},{"speaker":"Matt Wolach","startTime":1053.94,"endTime":1057.78,"body":"up new campaigns, and you need"},{"speaker":"Matt Wolach","startTime":1053.94,"endTime":1057.78,"body":"the data to tell you what's"},{"speaker":"Matt Wolach","startTime":1057.78,"endTime":1059.97,"body":"going to be the right way to do"},{"speaker":"Matt Wolach","startTime":1057.78,"endTime":1059.97,"body":"it. What's the right way to"},{"speaker":"Matt Wolach","startTime":1059.97,"endTime":1063.15,"body":"personalize? So let me ask you"},{"speaker":"Matt Wolach","startTime":1059.97,"endTime":1063.15,"body":"this, how can marketing teams"},{"speaker":"Matt Wolach","startTime":1063.21,"endTime":1065.67,"body":"collaborate really effectively"},{"speaker":"Matt Wolach","startTime":1063.21,"endTime":1065.67,"body":"with data teams to make sure"},{"speaker":"Matt Wolach","startTime":1065.67,"endTime":1068.25,"body":"that they understand the data"},{"speaker":"Matt Wolach","startTime":1065.67,"endTime":1068.25,"body":"and they can use that data and"},{"speaker":"Matt Wolach","startTime":1068.25,"endTime":1070.86,"body":"the insights so that they can"},{"speaker":"Matt Wolach","startTime":1068.25,"endTime":1070.86,"body":"have better targeting and"},{"speaker":"Matt Wolach","startTime":1070.86,"endTime":1071.7,"body":"personalization?"},{"speaker":"Eric Dodds","startTime":1073.17,"endTime":1077.43,"body":"Great question. So"},{"speaker":"Eric Dodds","startTime":1073.17,"endTime":1077.43,"body":"there are two acts as two"},{"speaker":"Eric Dodds","startTime":1077.43,"endTime":1083.79,"body":"aspects to this. One, I would"},{"speaker":"Eric Dodds","startTime":1077.43,"endTime":1083.79,"body":"say is the is the first part of"},{"speaker":"Eric Dodds","startTime":1083.79,"endTime":1085.98,"body":"what you said, which is"},{"speaker":"Eric Dodds","startTime":1083.79,"endTime":1085.98,"body":"understanding. And then the"},{"speaker":"Eric Dodds","startTime":1085.98,"endTime":1088.62,"body":"second part is what do you do"},{"speaker":"Eric Dodds","startTime":1085.98,"endTime":1088.62,"body":"without understanding, which is"},{"speaker":"Eric Dodds","startTime":1088.86,"endTime":1092.79,"body":"things like personalization? The"},{"speaker":"Eric Dodds","startTime":1088.86,"endTime":1092.79,"body":"understanding piece with"},{"speaker":"Eric Dodds","startTime":1092.79,"endTime":1096.9,"body":"marketing, in my opinion, should"},{"speaker":"Eric Dodds","startTime":1092.79,"endTime":1096.9,"body":"always start with the question"},{"speaker":"Eric Dodds","startTime":1096.9,"endTime":1102.18,"body":"of how do we get clear"},{"speaker":"Eric Dodds","startTime":1096.9,"endTime":1102.18,"body":"attribution. A classic challenge"},{"speaker":"Eric Dodds","startTime":1102.21,"endTime":1108.39,"body":"that many many SAS businesses"},{"speaker":"Eric Dodds","startTime":1102.21,"endTime":1108.39,"body":"run into is that they only look"},{"speaker":"Eric Dodds","startTime":1108.39,"endTime":1114.48,"body":"at one or maybe two views of"},{"speaker":"Eric Dodds","startTime":1108.39,"endTime":1114.48,"body":"attribution. And in fact, if"},{"speaker":"Eric Dodds","startTime":1114.48,"endTime":1117.39,"body":"you're doing a lot of reporting"},{"speaker":"Eric Dodds","startTime":1114.48,"endTime":1117.39,"body":"out of Salesforce, it's almost"},{"speaker":"Eric Dodds","startTime":1117.42,"endTime":1121.8,"body":"always a last touch attribution"},{"speaker":"Eric Dodds","startTime":1117.42,"endTime":1121.8,"body":"model. And so just to clarify"},{"speaker":"Eric Dodds","startTime":1121.8,"endTime":1125.58,"body":"what I mean by that, if we think"},{"speaker":"Eric Dodds","startTime":1121.8,"endTime":1125.58,"body":"about the customer journey, and"},{"speaker":"Eric Dodds","startTime":1125.58,"endTime":1128.7,"body":"actually I'll use router sack as"},{"speaker":"Eric Dodds","startTime":1125.58,"endTime":1128.7,"body":"an example, we're a b2b SaaS"},{"speaker":"Eric Dodds","startTime":1128.7,"endTime":1133.08,"body":"company, we ran an analysis"},{"speaker":"Eric Dodds","startTime":1128.7,"endTime":1133.08,"body":"about the customer journey. So"},{"speaker":"Eric Dodds","startTime":1133.08,"endTime":1136.71,"body":"someone visits the website,"},{"speaker":"Eric Dodds","startTime":1133.08,"endTime":1136.71,"body":"they, you know, look around,"},{"speaker":"Eric Dodds","startTime":1136.71,"endTime":1139.65,"body":"they maybe join a webinar, or"},{"speaker":"Eric Dodds","startTime":1136.71,"endTime":1139.65,"body":"maybe they sign up for the app,"},{"speaker":"Eric Dodds","startTime":1139.68,"endTime":1143.07,"body":"you know, for a free trial, then"},{"speaker":"Eric Dodds","startTime":1139.68,"endTime":1143.07,"body":"they request the demo, then they"},{"speaker":"Eric Dodds","startTime":1143.07,"endTime":1145.23,"body":"go look at the documentation,"},{"speaker":"Eric Dodds","startTime":1143.07,"endTime":1145.23,"body":"whatever all those touch points"},{"speaker":"Eric Dodds","startTime":1145.23,"endTime":1151.98,"body":"are. There were, you know, 17,"},{"speaker":"Eric Dodds","startTime":1145.23,"endTime":1151.98,"body":"on average touch points that"},{"speaker":"Eric Dodds","startTime":1151.98,"endTime":1156.36,"body":"someone went through before"},{"speaker":"Eric Dodds","startTime":1151.98,"endTime":1156.36,"body":"actually, like getting on to a"},{"speaker":"Eric Dodds","startTime":1156.36,"endTime":1162.84,"body":"call. Okay. What's recorded in"},{"speaker":"Eric Dodds","startTime":1156.36,"endTime":1162.84,"body":"Salesforce is the very last"},{"speaker":"Eric Dodds","startTime":1162.87,"endTime":1166.38,"body":"action they did, which is"},{"speaker":"Eric Dodds","startTime":1162.87,"endTime":1166.38,"body":"usually filling out some form on"},{"speaker":"Eric Dodds","startTime":1166.38,"endTime":1169.5,"body":"the website that's related to"},{"speaker":"Eric Dodds","startTime":1166.38,"endTime":1169.5,"body":"sales, which is contact us or"},{"speaker":"Eric Dodds","startTime":1169.5,"endTime":1174.96,"body":"request a demo right? Now. Okay,"},{"speaker":"Eric Dodds","startTime":1169.5,"endTime":1174.96,"body":"so that's not bad. But when the"},{"speaker":"Eric Dodds","startTime":1174.96,"endTime":1177.63,"body":"revenue if the revenue obscene,"},{"speaker":"Eric Dodds","startTime":1174.96,"endTime":1177.63,"body":"which we have a wonderful"},{"speaker":"Eric Dodds","startTime":1177.63,"endTime":1179.91,"body":"revenue ops team, so this,"},{"speaker":"Eric Dodds","startTime":1177.63,"endTime":1179.91,"body":"thankfully isn't the case here."},{"speaker":"Eric Dodds","startTime":1180.42,"endTime":1182.97,"body":"But if they're trying to look at"},{"speaker":"Eric Dodds","startTime":1180.42,"endTime":1182.97,"body":"the attribution, you know,"},{"speaker":"Eric Dodds","startTime":1182.97,"endTime":1187.83,"body":"attribution in Salesforce, they"},{"speaker":"Eric Dodds","startTime":1182.97,"endTime":1187.83,"body":"would say, the answer to our"},{"speaker":"Eric Dodds","startTime":1187.83,"endTime":1190.08,"body":"growth problems is getting more"},{"speaker":"Eric Dodds","startTime":1187.83,"endTime":1190.08,"body":"demo requests. How do we do"},{"speaker":"Eric Dodds","startTime":1190.08,"endTime":1196.65,"body":"that? Right, but that's step 15."},{"speaker":"Eric Dodds","startTime":1190.08,"endTime":1196.65,"body":"You know, in a 17 step process,"},{"speaker":"Eric Dodds","startTime":1196.68,"endTime":1201.27,"body":"right for sure. So that I would"},{"speaker":"Eric Dodds","startTime":1196.68,"endTime":1201.27,"body":"say is a huge like"},{"speaker":"Eric Dodds","startTime":1201.3,"endTime":1204.6,"body":"understanding, even if you can"},{"speaker":"Eric Dodds","startTime":1201.3,"endTime":1204.6,"body":"just get first touch and last"},{"speaker":"Eric Dodds","startTime":1204.6,"endTime":1208.98,"body":"touch, the marketing team can"},{"speaker":"Eric Dodds","startTime":1204.6,"endTime":1208.98,"body":"start to optimize the channels"},{"speaker":"Eric Dodds","startTime":1209.01,"endTime":1212.37,"body":"that eventually lead the first"},{"speaker":"Eric Dodds","startTime":1209.01,"endTime":1212.37,"body":"touch channels that eventually"},{"speaker":"Eric Dodds","startTime":1212.37,"endTime":1216.39,"body":"lead to the last touch that you"},{"speaker":"Eric Dodds","startTime":1212.37,"endTime":1216.39,"body":"want to get to right. And then"},{"speaker":"Eric Dodds","startTime":1216.42,"endTime":1218.49,"body":"you know, of course, you can"},{"speaker":"Eric Dodds","startTime":1216.42,"endTime":1218.49,"body":"sort of get as complicated as"},{"speaker":"Eric Dodds","startTime":1218.49,"endTime":1222.12,"body":"you want from there, how does a"},{"speaker":"Eric Dodds","startTime":1218.49,"endTime":1222.12,"body":"free trial plan to it, etc. So"},{"speaker":"Eric Dodds","startTime":1222.12,"endTime":1226.62,"body":"that's one part of it. That"},{"speaker":"Eric Dodds","startTime":1222.12,"endTime":1226.62,"body":"requires having a complete view"},{"speaker":"Eric Dodds","startTime":1226.62,"endTime":1228.9,"body":"of your customer and everything"},{"speaker":"Eric Dodds","startTime":1226.62,"endTime":1228.9,"body":"that they've done across every"},{"speaker":"Eric Dodds","startTime":1228.9,"endTime":1234.12,"body":"touchpoint, right. So you get"},{"speaker":"Eric Dodds","startTime":1228.9,"endTime":1234.12,"body":"the attribution piece, you"},{"speaker":"Eric Dodds","startTime":1234.12,"endTime":1237.06,"body":"understand what's working, and"},{"speaker":"Eric Dodds","startTime":1234.12,"endTime":1237.06,"body":"then you want to start to"},{"speaker":"Eric Dodds","startTime":1237.06,"endTime":1240.06,"body":"personalize the experience so"},{"speaker":"Eric Dodds","startTime":1237.06,"endTime":1240.06,"body":"that you can get people on that"},{"speaker":"Eric Dodds","startTime":1240.06,"endTime":1243.0,"body":"happy path faster, right? Well,"},{"speaker":"Eric Dodds","startTime":1240.06,"endTime":1243.0,"body":"the good news is, if you've"},{"speaker":"Eric Dodds","startTime":1243.03,"endTime":1246.12,"body":"built this complete view of your"},{"speaker":"Eric Dodds","startTime":1243.03,"endTime":1246.12,"body":"customer, you have all this"},{"speaker":"Eric Dodds","startTime":1246.12,"endTime":1249.45,"body":"information about them, you"},{"speaker":"Eric Dodds","startTime":1246.12,"endTime":1249.45,"body":"know, and for for b2b companies,"},{"speaker":"Eric Dodds","startTime":1249.66,"endTime":1252.66,"body":"you know, the way that we look"},{"speaker":"Eric Dodds","startTime":1249.66,"endTime":1252.66,"body":"at it is, you know, and this is"},{"speaker":"Eric Dodds","startTime":1252.66,"endTime":1255.51,"body":"data, that's actually pretty"},{"speaker":"Eric Dodds","startTime":1252.66,"endTime":1255.51,"body":"hard to combine manually, right?"},{"speaker":"Eric Dodds","startTime":1255.72,"endTime":1258.63,"body":"You know, how large is their"},{"speaker":"Eric Dodds","startTime":1255.72,"endTime":1258.63,"body":"company? What industry mean? You"},{"speaker":"Eric Dodds","startTime":1258.63,"endTime":1261.18,"body":"can get some of that through"},{"speaker":"Eric Dodds","startTime":1258.63,"endTime":1261.18,"body":"enrichment or whatever, how many"},{"speaker":"Eric Dodds","startTime":1261.18,"endTime":1264.42,"body":"people have signed up for the,"},{"speaker":"Eric Dodds","startTime":1261.18,"endTime":1264.42,"body":"you know, for free trials in the"},{"speaker":"Eric Dodds","startTime":1264.42,"endTime":1269.28,"body":"app? What are their different"},{"speaker":"Eric Dodds","startTime":1264.42,"endTime":1269.28,"body":"job titles? What different"},{"speaker":"Eric Dodds","startTime":1269.28,"endTime":1272.58,"body":"actions have those people"},{"speaker":"Eric Dodds","startTime":1269.28,"endTime":1272.58,"body":"performed? Right? Because a lot"},{"speaker":"Eric Dodds","startTime":1272.58,"endTime":1276.12,"body":"of times what you think about,"},{"speaker":"Eric Dodds","startTime":1272.58,"endTime":1276.12,"body":"oh, we, this account came in"},{"speaker":"Eric Dodds","startTime":1276.12,"endTime":1279.9,"body":"through a request demo? Well, a"},{"speaker":"Eric Dodds","startTime":1276.12,"endTime":1279.9,"body":"an example of, you know, router"},{"speaker":"Eric Dodds","startTime":1279.9,"endTime":1283.8,"body":"sack of how that can be very"},{"speaker":"Eric Dodds","startTime":1279.9,"endTime":1283.8,"body":"misleading is that, well, there"},{"speaker":"Eric Dodds","startTime":1283.8,"endTime":1286.35,"body":"may have been two or three"},{"speaker":"Eric Dodds","startTime":1283.8,"endTime":1286.35,"body":"people who signed up for the app"},{"speaker":"Eric Dodds","startTime":1286.38,"endTime":1291.63,"body":"before that, activated in the"},{"speaker":"Eric Dodds","startTime":1286.38,"endTime":1291.63,"body":"product, joined a webinar. And"},{"speaker":"Eric Dodds","startTime":1291.63,"endTime":1294.87,"body":"then they go back and tell the"},{"speaker":"Eric Dodds","startTime":1291.63,"endTime":1294.87,"body":"decision maker internally, we"},{"speaker":"Eric Dodds","startTime":1294.87,"endTime":1296.7,"body":"found this thing, we think it"},{"speaker":"Eric Dodds","startTime":1294.87,"endTime":1296.7,"body":"can solve our problem, you"},{"speaker":"Eric Dodds","startTime":1296.7,"endTime":1298.74,"body":"should check it out. They go in"},{"speaker":"Eric Dodds","startTime":1296.7,"endTime":1298.74,"body":"there, like this is cool. I'm"},{"speaker":"Eric Dodds","startTime":1298.74,"endTime":1302.58,"body":"gonna request a demo, right? And"},{"speaker":"Eric Dodds","startTime":1298.74,"endTime":1302.58,"body":"so of course, all the executives"},{"speaker":"Eric Dodds","startTime":1302.58,"endTime":1305.58,"body":"are like, let's get to the"},{"speaker":"Eric Dodds","startTime":1302.58,"endTime":1305.58,"body":"decision maker and get a demo"},{"speaker":"Eric Dodds","startTime":1305.58,"endTime":1307.44,"body":"requests. And that's how we're"},{"speaker":"Eric Dodds","startTime":1305.58,"endTime":1307.44,"body":"gonna grow the business. And"},{"speaker":"Eric Dodds","startTime":1307.44,"endTime":1311.01,"body":"it's like, no, no, no, that's"},{"speaker":"Eric Dodds","startTime":1307.44,"endTime":1311.01,"body":"the result of like a much larger"},{"speaker":"Eric Dodds","startTime":1311.01,"endTime":1314.43,"body":"process. So that sort of the"},{"speaker":"Eric Dodds","startTime":1311.01,"endTime":1314.43,"body":"attribution and personalization"},{"speaker":"Eric Dodds","startTime":1314.43,"endTime":1314.88,"body":"side of it."},{"speaker":"Matt Wolach","startTime":1315.54,"endTime":1317.34,"body":"Yeah, I think it's"},{"speaker":"Matt Wolach","startTime":1315.54,"endTime":1317.34,"body":"so critical. You're right,"},{"speaker":"Matt Wolach","startTime":1317.34,"endTime":1319.41,"body":"especially something like this,"},{"speaker":"Matt Wolach","startTime":1317.34,"endTime":1319.41,"body":"what we're doing right now a"},{"speaker":"Matt Wolach","startTime":1319.41,"endTime":1323.31,"body":"podcast, I have people who come"},{"speaker":"Matt Wolach","startTime":1319.41,"endTime":1323.31,"body":"in and want to work with me, and"},{"speaker":"Matt Wolach","startTime":1323.31,"endTime":1325.56,"body":"it's hard to figure out, did you"},{"speaker":"Matt Wolach","startTime":1323.31,"endTime":1325.56,"body":"come from the podcast? Did you"},{"speaker":"Matt Wolach","startTime":1325.56,"endTime":1327.75,"body":"come from YouTube? Did you come"},{"speaker":"Matt Wolach","startTime":1325.56,"endTime":1327.75,"body":"from LinkedIn? Like, really"},{"speaker":"Matt Wolach","startTime":1327.75,"endTime":1332.13,"body":"understanding that is, is"},{"speaker":"Matt Wolach","startTime":1327.75,"endTime":1332.13,"body":"difficult. So as we wrap up"},{"speaker":"Matt Wolach","startTime":1332.13,"endTime":1335.67,"body":"here, Eric, what advice would"},{"speaker":"Matt Wolach","startTime":1332.13,"endTime":1335.67,"body":"you give to software leaders who"},{"speaker":"Matt Wolach","startTime":1335.67,"endTime":1338.04,"body":"are trying to sort all this out"},{"speaker":"Matt Wolach","startTime":1335.67,"endTime":1338.04,"body":"trying to understand the data"},{"speaker":"Matt Wolach","startTime":1338.04,"endTime":1341.1,"body":"trying to understand attribution"},{"speaker":"Matt Wolach","startTime":1338.04,"endTime":1341.1,"body":"and figure out how they can best"},{"speaker":"Matt Wolach","startTime":1341.34,"endTime":1345.6,"body":"grow their their efforts? You"},{"speaker":"Matt Wolach","startTime":1341.34,"endTime":1345.6,"body":"know, in the best possible way?"},{"speaker":"Matt Wolach","startTime":1345.6,"endTime":1346.2,"body":"What would you say?"},{"speaker":"Eric Dodds","startTime":1347.52,"endTime":1351.81,"body":"I think I'll go back"},{"speaker":"Eric Dodds","startTime":1347.52,"endTime":1351.81,"body":"to something that you something"},{"speaker":"Eric Dodds","startTime":1351.81,"endTime":1355.44,"body":"that you said earlier, which is,"},{"speaker":"Eric Dodds","startTime":1351.81,"endTime":1355.44,"body":"you know, what are the one or"},{"speaker":"Eric Dodds","startTime":1355.44,"endTime":1360.36,"body":"two numbers that you're aligning"},{"speaker":"Eric Dodds","startTime":1355.44,"endTime":1360.36,"body":"the organization around? And I"},{"speaker":"Eric Dodds","startTime":1360.36,"endTime":1368.25,"body":"would really work with each"},{"speaker":"Eric Dodds","startTime":1360.36,"endTime":1368.25,"body":"function to answer how they are"},{"speaker":"Eric Dodds","startTime":1368.25,"endTime":1371.61,"body":"accountable to that. And as a"},{"speaker":"Eric Dodds","startTime":1368.25,"endTime":1371.61,"body":"product marketer, you know, one"},{"speaker":"Eric Dodds","startTime":1371.61,"endTime":1375.18,"body":"of the one of the first places"},{"speaker":"Eric Dodds","startTime":1371.61,"endTime":1375.18,"body":"to start is with the product"},{"speaker":"Eric Dodds","startTime":1375.18,"endTime":1378.51,"body":"team and the product roadmap,"},{"speaker":"Eric Dodds","startTime":1375.18,"endTime":1378.51,"body":"right. And that's something"},{"speaker":"Eric Dodds","startTime":1378.51,"endTime":1381.75,"body":"that, you know, a lot of times,"},{"speaker":"Eric Dodds","startTime":1378.51,"endTime":1381.75,"body":"unfortunately, if you're trying"},{"speaker":"Eric Dodds","startTime":1381.75,"endTime":1385.29,"body":"to grow a SaaS business, you can"},{"speaker":"Eric Dodds","startTime":1381.75,"endTime":1385.29,"body":"get into a situation where the"},{"speaker":"Eric Dodds","startTime":1385.29,"endTime":1387.96,"body":"tail is wagging the dog, right?"},{"speaker":"Eric Dodds","startTime":1385.29,"endTime":1387.96,"body":"Sales is like, I need this"},{"speaker":"Eric Dodds","startTime":1387.96,"endTime":1392.58,"body":"feature in order to sell more,"},{"speaker":"Eric Dodds","startTime":1387.96,"endTime":1392.58,"body":"right. And that can be a very"},{"speaker":"Eric Dodds","startTime":1392.58,"endTime":1395.88,"body":"difficult situation, because"},{"speaker":"Eric Dodds","startTime":1392.58,"endTime":1395.88,"body":"you're just sort of building"},{"speaker":"Eric Dodds","startTime":1395.88,"endTime":1400.89,"body":"stuff ad hoc, you know, without"},{"speaker":"Eric Dodds","startTime":1395.88,"endTime":1400.89,"body":"understanding, you know, of"},{"speaker":"Eric Dodds","startTime":1400.89,"endTime":1403.38,"body":"course, you could draw a direct"},{"speaker":"Eric Dodds","startTime":1400.89,"endTime":1403.38,"body":"line of like, Would it help this"},{"speaker":"Eric Dodds","startTime":1403.38,"endTime":1406.89,"body":"sales? Rep close a couple more"},{"speaker":"Eric Dodds","startTime":1403.38,"endTime":1406.89,"body":"deals like Sure. But does that"},{"speaker":"Eric Dodds","startTime":1406.89,"endTime":1410.82,"body":"actually help us accomplish the"},{"speaker":"Eric Dodds","startTime":1406.89,"endTime":1410.82,"body":"goal for the entire company?"},{"speaker":"Eric Dodds","startTime":1411.18,"endTime":1414.87,"body":"Right? And so that gives you the"},{"speaker":"Eric Dodds","startTime":1411.18,"endTime":1414.87,"body":"discipline to say No, on the"},{"speaker":"Eric Dodds","startTime":1414.87,"endTime":1419.82,"body":"product side, or yes, on the"},{"speaker":"Eric Dodds","startTime":1414.87,"endTime":1419.82,"body":"product side, that makes the job"},{"speaker":"Eric Dodds","startTime":1419.82,"endTime":1423.03,"body":"for people like me much, much"},{"speaker":"Eric Dodds","startTime":1419.82,"endTime":1423.03,"body":"easier, right? Because then I"},{"speaker":"Eric Dodds","startTime":1423.03,"endTime":1426.75,"body":"have a very clear idea of what"},{"speaker":"Eric Dodds","startTime":1423.03,"endTime":1426.75,"body":"our goal is, and how we need to"},{"speaker":"Eric Dodds","startTime":1426.75,"endTime":1431.61,"body":"take stuff to market. And then"},{"speaker":"Eric Dodds","startTime":1426.75,"endTime":1431.61,"body":"it focuses the work of every"},{"speaker":"Eric Dodds","startTime":1431.61,"endTime":1434.49,"body":"other team, right? So if"},{"speaker":"Eric Dodds","startTime":1431.61,"endTime":1434.49,"body":"marketing knows, this is our"},{"speaker":"Eric Dodds","startTime":1434.49,"endTime":1437.76,"body":"goal, they can start to go"},{"speaker":"Eric Dodds","startTime":1434.49,"endTime":1437.76,"body":"answer some of the questions of"},{"speaker":"Eric Dodds","startTime":1437.76,"endTime":1442.38,"body":"like, when this happens, and we"},{"speaker":"Eric Dodds","startTime":1437.76,"endTime":1442.38,"body":"do well, why is that happening?"},{"speaker":"Eric Dodds","startTime":1442.38,"endTime":1445.26,"body":"How is that happening? Right"},{"speaker":"Eric Dodds","startTime":1442.38,"endTime":1445.26,"body":"from the first touch all the way"},{"speaker":"Eric Dodds","startTime":1445.26,"endTime":1448.65,"body":"to the last touch? Right? And I"},{"speaker":"Eric Dodds","startTime":1445.26,"endTime":1448.65,"body":"think starting simple is really"},{"speaker":"Eric Dodds","startTime":1448.65,"endTime":1452.61,"body":"helpful there. You don't have to"},{"speaker":"Eric Dodds","startTime":1448.65,"endTime":1452.61,"body":"boil the ocean. But I would just"},{"speaker":"Eric Dodds","startTime":1452.61,"endTime":1455.4,"body":"rack up quick wins, right? Like,"},{"speaker":"Eric Dodds","startTime":1452.61,"endTime":1455.4,"body":"can I uncover an insight that"},{"speaker":"Eric Dodds","startTime":1455.4,"endTime":1460.11,"body":"gives us a little bit more"},{"speaker":"Eric Dodds","startTime":1455.4,"endTime":1460.11,"body":"detail about the customer"},{"speaker":"Eric Dodds","startTime":1460.11,"endTime":1463.29,"body":"journey and how we can optimize"},{"speaker":"Eric Dodds","startTime":1460.11,"endTime":1463.29,"body":"it, you know, and build towards"},{"speaker":"Eric Dodds","startTime":1463.29,"endTime":1465.21,"body":"that, you know, sort of that"},{"speaker":"Eric Dodds","startTime":1463.29,"endTime":1465.21,"body":"full picture of you?"},{"speaker":"Matt Wolach","startTime":1466.14,"endTime":1469.02,"body":"Yeah, that's"},{"speaker":"Matt Wolach","startTime":1466.14,"endTime":1469.02,"body":"awesome. Super great advice. By"},{"speaker":"Matt Wolach","startTime":1469.02,"endTime":1471.72,"body":"the way, Eric, this has been"},{"speaker":"Matt Wolach","startTime":1469.02,"endTime":1471.72,"body":"fantastic. I can see you're just"},{"speaker":"Matt Wolach","startTime":1471.72,"endTime":1474.9,"body":"an amazing expert at all of this"},{"speaker":"Matt Wolach","startTime":1471.72,"endTime":1474.9,"body":"stuff. How can our audience"},{"speaker":"Matt Wolach","startTime":1474.9,"endTime":1476.64,"body":"learn more about you and"},{"speaker":"Matt Wolach","startTime":1474.9,"endTime":1476.64,"body":"Rudderstack?"},{"speaker":"Eric Dodds","startTime":1478.52,"endTime":1482.48,"body":"Sure. Rudderstack is"},{"speaker":"Eric Dodds","startTime":1478.52,"endTime":1482.48,"body":"way more interesting than me. So"},{"speaker":"Eric Dodds","startTime":1482.48,"endTime":1492.35,"body":"we'll start there. So"},{"speaker":"Eric Dodds","startTime":1482.48,"endTime":1492.35,"body":"rudderstack.com. And you can go"},{"speaker":"Eric Dodds","startTime":1492.35,"endTime":1495.56,"body":"check us out. You can request"},{"speaker":"Eric Dodds","startTime":1492.35,"endTime":1495.56,"body":"more information. There's a"},{"speaker":"Eric Dodds","startTime":1495.56,"endTime":1499.82,"body":"bunch of videos. And then I'm on"},{"speaker":"Eric Dodds","startTime":1495.56,"endTime":1499.82,"body":"LinkedIn, so you can just search"},{"speaker":"Eric Dodds","startTime":1499.82,"endTime":1503.0,"body":"Eric Dodds or Eric Dodds"},{"speaker":"Eric Dodds","startTime":1499.82,"endTime":1503.0,"body":"Rudderstack and connect with me"},{"speaker":"Eric Dodds","startTime":1503.21,"endTime":1504.5,"body":"on LinkedIn would love to chat."},{"speaker":"Matt Wolach","startTime":1505.31,"endTime":1506.96,"body":"Okay, perfect."},{"speaker":"Matt Wolach","startTime":1505.31,"endTime":1506.96,"body":"We'll put all that in the show"},{"speaker":"Matt Wolach","startTime":1506.96,"endTime":1509.15,"body":"notes. If you're listening or"},{"speaker":"Matt Wolach","startTime":1506.96,"endTime":1509.15,"body":"watching go check that out there"},{"speaker":"Matt Wolach","startTime":1509.15,"endTime":1511.97,"body":"you'll be able to grab that and"},{"speaker":"Matt Wolach","startTime":1509.15,"endTime":1511.97,"body":"go follow Eric go check out"},{"speaker":"Matt Wolach","startTime":1512.0,"endTime":1514.79,"body":"Rudderstack as well. Eric, this"},{"speaker":"Matt Wolach","startTime":1512.0,"endTime":1514.79,"body":"has been great. Thanks so much"},{"speaker":"Matt Wolach","startTime":1514.79,"endTime":1518.36,"body":"for coming on the show. Thanks"},{"speaker":"Matt Wolach","startTime":1514.79,"endTime":1518.36,"body":"for having me, Matt. Absolutely,"},{"speaker":"Matt Wolach","startTime":1518.36,"endTime":1520.97,"body":"and everybody out there. Thanks"},{"speaker":"Matt Wolach","startTime":1518.36,"endTime":1520.97,"body":"for being here as well. Again,"},{"speaker":"Matt Wolach","startTime":1520.97,"endTime":1523.76,"body":"make sure you're subscribe so"},{"speaker":"Matt Wolach","startTime":1520.97,"endTime":1523.76,"body":"you don't miss out on any other"},{"speaker":"Matt Wolach","startTime":1523.79,"endTime":1526.85,"body":"innovators and leaders like Eric"},{"speaker":"Matt Wolach","startTime":1523.79,"endTime":1526.85,"body":"some great stuff coming up. So"},{"speaker":"Matt Wolach","startTime":1526.85,"endTime":1529.28,"body":"hit that. And by the way, we are"},{"speaker":"Matt Wolach","startTime":1526.85,"endTime":1529.28,"body":"looking for reviews. We want to"},{"speaker":"Matt Wolach","startTime":1529.28,"endTime":1531.47,"body":"make sure that the world knows"},{"speaker":"Matt Wolach","startTime":1529.28,"endTime":1531.47,"body":"that this is something that can"},{"speaker":"Matt Wolach","startTime":1531.47,"endTime":1533.72,"body":"help them. So if you think this"},{"speaker":"Matt Wolach","startTime":1531.47,"endTime":1533.72,"body":"is valuable, if you think you're"},{"speaker":"Matt Wolach","startTime":1533.72,"endTime":1535.94,"body":"getting great information, like"},{"speaker":"Matt Wolach","startTime":1533.72,"endTime":1535.94,"body":"what Eric just shared was"},{"speaker":"Matt Wolach","startTime":1535.97,"endTime":1539.15,"body":"awesome. Please share a review"},{"speaker":"Matt Wolach","startTime":1535.97,"endTime":1539.15,"body":"that way other people can learn"},{"speaker":"Matt Wolach","startTime":1539.15,"endTime":1541.91,"body":"about it as well. Thank you very"},{"speaker":"Matt Wolach","startTime":1539.15,"endTime":1541.91,"body":"much for being here. Take care,"},{"speaker":"Matt Wolach","startTime":1541.91,"endTime":1542.84,"body":"and we'll see you next time."}]}