Teresa Allan

But I think it's incredibly important to be able to do that and to be, going back to Rosamund's response, to articulate that. this is my role, this is your role, this is how we work together and here is our process. And this is where we all feed into ultimately the business strategy. And I think there's a disconnect there, right? It's like, well, we're all doing this.

But I think it's incredibly important to be able to do that and to be, going back to Rosamund's response, to articulate that. this is my role, this is your role, this is how we work together and here is our process. And this is where we all feed into ultimately the business strategy. And I think there's a disconnect there, right? It's like, well, we're all doing this.

We've all had examples in the past where we've worked with clients where They said, right, the brief is you need to help us acquire new customers. And we've gone, okay, fine. Let's just take a little step back and have a look at kind of the process and map it out and see what's going on.

We've all had examples in the past where we've worked with clients where They said, right, the brief is you need to help us acquire new customers. And we've gone, okay, fine. Let's just take a little step back and have a look at kind of the process and map it out and see what's going on.

And as we mapped the full end-to-end process, Matt, not just stopped at acquisition, what we realized was there was a huge hole in the bucket at the end. So we were filling it in, filling it in, filling it in. And then there was more people leaving than there were. So I was like, so we raised this and said, we appreciate that you were targeted on acquisition.

And as we mapped the full end-to-end process, Matt, not just stopped at acquisition, what we realized was there was a huge hole in the bucket at the end. So we were filling it in, filling it in, filling it in. And then there was more people leaving than there were. So I was like, so we raised this and said, we appreciate that you were targeted on acquisition.

But if we don't sort out the retention issue, we're just throwing money away. Yeah. And in that circumstance, they actually wouldn't, they couldn't get the senior leadership team to change their objectives. So we carried on. But at the end, it was like, we're wasting everyone's time.

But if we don't sort out the retention issue, we're just throwing money away. Yeah. And in that circumstance, they actually wouldn't, they couldn't get the senior leadership team to change their objectives. So we carried on. But at the end, it was like, we're wasting everyone's time.

I don't think it is a destination. And there you go. We've done this. It's perfect because business is always evolving. You know, the continuous transformation world in which we find ourselves. And so does that constant evolution of sales, marketing, customer success working together? I don't think it's a project to then tick off the list.

I don't think it is a destination. And there you go. We've done this. It's perfect because business is always evolving. You know, the continuous transformation world in which we find ourselves. And so does that constant evolution of sales, marketing, customer success working together? I don't think it's a project to then tick off the list.

It's a constant need for those leaders to check in and say, is this working? How do we iterate and how do we optimise?

It's a constant need for those leaders to check in and say, is this working? How do we iterate and how do we optimise?

I just want to balance the conversation out to make sure that we're also talking about brand. And we often go into organizations where that's the role of marketing, which is to drive leads. Now, that is one role of marketing, but we know the balance between having brand activity with balanced lead gen activity is really critically important to drive long-term growth and opportunity.

I just want to balance the conversation out to make sure that we're also talking about brand. And we often go into organizations where that's the role of marketing, which is to drive leads. Now, that is one role of marketing, but we know the balance between having brand activity with balanced lead gen activity is really critically important to drive long-term growth and opportunity.

But there's loads of

But there's loads of

research out there that says that if you don't do brand then you're not going to perform as well from a revenue growth perspective so because you're only filling in those people that know you and you've got to go out there's the 95 percent five percent rule of 95 percent people aren't market yet and so you're only dealing with those five percent if you're only dealing with lead gen in marketing you've got to go to that 95 so when they jump over into potential to

research out there that says that if you don't do brand then you're not going to perform as well from a revenue growth perspective so because you're only filling in those people that know you and you've got to go out there's the 95 percent five percent rule of 95 percent people aren't market yet and so you're only dealing with those five percent if you're only dealing with lead gen in marketing you've got to go to that 95 so when they jump over into potential to

to buy they're aware of you there's a really nice fact that i always come back to that when people do that when they jump from that 95 into the five percent bucket they don't go to search they don't go to an event they don't ask somebody to go and do the research for them they think about who they might be able to recall to aren't to help them and typically one of three that can be recalled will end up being the supplier so that's why it's really important to do brand

to buy they're aware of you there's a really nice fact that i always come back to that when people do that when they jump from that 95 into the five percent bucket they don't go to search they don't go to an event they don't ask somebody to go and do the research for them they think about who they might be able to recall to aren't to help them and typically one of three that can be recalled will end up being the supplier so that's why it's really important to do brand