Episode TwoHundredThirtyEight

Master the Schedule, Maximize the Revenue

Guest: Liz Sophia, VP of Field Marketing at Manhattan Associates

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About This Episode

Look, we’re all busy. Everybody is doing far more now than they’ve ever had to do before. We’re all wearing hats that we likely never intended to wear.

But the truth is, the work still has to get done. Your company still has to bring in revenue, and “I’m not used to doing this thing” isn’t an excuse. Maybe you’ve found yourself with more teams reporting to you. Maybe you’re not quite sure how to integrate all those teams to achieve the most success. 

On this episode of the Sales Engagement podcast, we sit down with Liz Sophia. Liz is the VP of Field Marketing at Manhattan Associates, and was kind enough to come on the show and talk all about the schedule.

How does her team organize their week to fire on all cylinders? How do they set up meetings, who is invited to those meetings, and what was the driving force behind including product in their weekly meetings? 

On Mondays

Mondays are everybody’s fresh start to the week. So why do so many businesses put off their weekly meetings until the end of the day on Monday? Why isn’t everybody starting their week off connecting with their teams? 

Mondays for Liz and her group are for the pipeline call. A call involving sales and marketing, it’s the first meeting of the day, and the first meeting of the week. And it’s purpose is to ask the questions, “What does the sales team have in the queue this week? What meetings are set? What meetings would you like to be set? How are things moving through the funnel?” 

It’s a chance to set the course for the week and make sure that everybody is aligned from the very start. 

Throughout the Week

As the week progresses, there are more meetings to be attended, but the SWAT meetings are crucial for the entire team. Not your typical SWOT (strengths, weaknesses, opportunities, & threats) meeting, this is a tactical meeting. 

It’s the sales, marketing, and product teams all in one place, all on one call, to review messaging and go through campaigns. They’re asking, “What is the feedback from the sales teams? Are the sales professionals getting the leads they need? And are those leads moving through the funnel as expected?” 

Including the Product Team

Integrating the product teams into these conversations isn’t something that every business does. And for Liz and her team, she’s honest about the fact that it wasn’t necessarily a smooth process. 

When the product teams were initially asked to come into some of these sales & marketing meetings, there was some hesitancy. Not because they didn’t want to, but because they weren’t used to being asked, and it was one more meeting the product team had to make time for,. 

But the marketing team had an obligation to provide the value of the meeting back to the product organization, and by involving the product team, they’re far more likely to have a vested interest in the outcome or the success of the campaign. 

Three Key Things

The three key takeaways from our conversation with Liz? 

  1. Know Your Numbers. 

You’re not going to be able to get very far if you don’t know what numbers you need to work towards. 

  1. Marketing Doesn’t Hold All The Keys. 

Marketing oftentimes can seem like they’re the holders of all the keys, and have all the answers. While they do act as the glue between the sales and product teams, it’s worth knowing that marketing isn’t the end-all be-all. 

  1. Be Transparent

Share your numbers internally. Share with your creative teams. Share the good and the bad, because when you do, you create a much tighter organization. 

About The Podcast

The Sales Engagement podcast is the #1 podcast focused on engaging your customers and prospects in the modern sales era. This show features real-life stories and best practices from revenue leaders doing the job day in and day out, in a casual, radio-like talk show.

Each episode features modern tactics, strategies, hacks, and tips to get the most out of your sales engagement strategy and help you navigate the next generation of sales. You’ll find energetic talks that will provide you with real actionable value around building meaningful connections and creating a better selling experience through authentic conversations that you can measure.

The Sales Engagement podcast is here to help B2B sales leaders, customer success leaders, and marketing leaders innovate and usher in the next era of modern sales by building pipeline, up-selling customers, and ultimately generating more revenue with more efficiency.

Hosted by Joe Vignolo, Senior Content Managing Editor at Outreach, and Mark Kosoglow, Vice President of Sales at Outreach.

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