Michael Litt

Sorry, more than 50 employees, located in North America,

high tech, manufacturing, education, pharma, consumer packaged goods were our kind of five key industry segments or verticals.

And we built a crawler that went out and scanned a database of all these websites and looked for companies with a video on the homepage.

And if they had a video on the homepage, we crawled the site map and said, how many videos are across the entire website?

And then we found the CMO, the head of sales, actually worked with the group overseas to identify the contact information for those people and started filling in our database.

And so then what happens is when a BDR and AE joins the business, or when it was just me, I would use this database to set my own propensity triggers

and set up my own call cadence using a sales loft or something of that fashion and just run through a number of contacts on a daily basis because even though these automation things don't necessarily work as well as they used to, they still do work and it's still a big part of how companies like ours sell and scale.

Oh, interesting.

One of the interesting things we often see is if there's a new leader in a business, often, especially a new CMO, they know that their success is based on finding that new opportunity to scale their business, scale pipeline in a as low cost way possible.

And we've had a few CMOs through my tenure here at Midyard.

And the shelf life of a CMO is generally 18 to 24 months.

And so when there is someone new coming into business, it's a great opportunity to target them because they're looking for that new exciting thing.

And that was maybe not as much of a surprise when you contextually list it out, but it's often a very difficult thing to identify.

But companies are generally very public when they have senior and new leaders join their business.

And so one of the things we started looking for was announcements of CMOs joining companies.

Yeah.

So, you know, we are a little bit more flexible with payback period on the basis that we're growth and we're trying to own and develop the category.

And we're funded.

So our payback period now is in the 18 month range.

But that is fully loaded.