HIGHLIGHTS
How a business travel company survived COVID-19
lockdowns
Achieving growth and pivoting in a time of crisis
Using content to drive brand recognition and revenue on a
budget
Discussions about Product-Led Growth
Always try to find out how and why your customers are buying
Biggest challenges over the last two years for a CMO
We need to create second-line leaders
Look for problem solvers, not victims
Donate to Ukraine
QUOTES
Kaplan: "Everybody's boat went down at the same
time. Around the world, it's one of those rare times where
everybody's boat in the harbor goes down, but not everybody's
boat rose at the same time. And I was just really really
impressed that the way your answer was, it's now time to get
close to our customers."
Meagen: "When there's no wind, you row."
Meagen: "Back then, we were focused. We knew
what we had to do. We had to create a sense of urgency. As I
said, inbound dried up. Nobody was looking for travel solutions.
In fact, the first thing was, are you kidding me we're in a
pandemic why are you trying to sell this?"
Meagen: "Originally we were targeting the travel
manager, but they all got furloughed. So now we need to switch
and which was the smarter thing to do, is target the CFO who
manages travel under procurement typically, and finance and
accounting."
Meagen: "We need to switch, we need to redefine
our ICP, the right customer profile to go after, and I needed
product marketers. And I just thought I'm gonna go heavy on
product marketer's content, we're gonna build academies. So when
the travel manager gets their job back, there's gonna be a new
world."
Meagen: "You want the ability to self-serve and
get the low end of the market, but you get big money in the
mid-market and upper side of it. So don't leave that on the
table. Either develop both, and it's going to be a lot easier to
sell if it's an amazing product and has product market fit, and
you're not going to get product led growth without product market
fit."
McMahon: You can't be all things to all people,
especially as we talked about how marketing has expanded so much
in the last 10 years. You can't be an expert in every different
disciplines. You need to hire great leaders underneath you. And
that should be a lesson for any leader that's listening on the
phone.”
Connect with Meagen and her work with the links
below:
LinkedIn: https://www.linkedin.com/in/meageneisenberg/
Website: https://tripactions.com/
Additional Resources:
Donate to Ukraine: https://tripactions.com/ukraine
Making the Most of Every Lead: Key Questions to Help Sales
and Marketing Alignment | https://forc.mx/3uPZSHF
What CROs prioritize to drive PLG success |
https://forc.mx/3K0HqCB
Connect with Mike with on LinkedIn:
https://www.linkedin.com/in/mikemcsally/
Check out John McMahon’s book here:
https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064
Hosted by five-time CRO John McMahon and Force Management
Co-Founder John Kaplan, the Revenue Builders podcast goes behind
the scenes with the sales leaders who have been there, done that,
and seen the results.
This show is brought to you by Force Management. We help
companies improve sales performance, executing their growth
strategy at the point of sale.
Connect with Us:
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