Michael Burns

Have we looked at our data?

Have we looked at our churn data?

Do we understand how we're performing from a marketing standpoint in different segments?

And are we leaning into that?

And then finally, are our repetitions enough?

Are we creating enough opportunities?

Is there enough activity and positive behavior that's leading to the outcomes that we want to drive to?

So that, for me, there's data in there, but that, for me, is strategy.

Do we have the right setup?

Have we built the right motion?

And then finally, process, which for me is really about, in this context, is about the selling process, right?

Do we have the right deal stages?

And yes, I'm getting very tactical and specific on this.

But do the deal stages represent the reality of what's happening in the field?

And I'll give you a real-life example.

So the deal stages at fee fairs, when I came in, were things like demo highly interested.

And I said, okay, where's the empirical data that could tell us that?

Are we doing conversational intelligence or are we measuring sentiment?

It's like, no, no, they really seemed interested.

And it's like, okay, so we're saying that we close 40% of people that you think are interested.