From Invisible to Everywhere: The Anatomy of B2B Market Domination

1 00:00:40,000 --> 00:00:42,640 SPEAKER_00: You can watch the full version using the link in 2 00:00:42,640 --> 00:00:43,520 the description. 3 00:00:44,000 --> 00:00:45,280 Let's get started. 4 00:00:48,719 --> 00:00:50,079 SPEAKER_01: Well, welcome to the show. 5 00:00:50,240 --> 00:00:51,359 Here we are again. 6 00:00:51,520 --> 00:00:53,439 I'm Nigel May, if you didn't know. 7 00:00:54,000 --> 00:00:56,320 I just noticed that you it's a bit difficult to see. 8 00:00:56,399 --> 00:01:00,240 If I move out the way, you can see my name a bit better. 9 00:01:01,600 --> 00:01:08,560 One of the interesting kind of foibles, I guess, about uh this 10 00:01:08,560 --> 00:01:11,200 type of thing, you know, the the the the on-screen graphics. 11 00:01:11,359 --> 00:01:13,359 But anyway, let's get on with it. 12 00:01:14,159 --> 00:01:15,519 GTM reset. 13 00:01:15,680 --> 00:01:18,079 This is where we are, this is what we're doing. 14 00:01:18,400 --> 00:01:25,439 And the whole thing about the show is that we have uh built 15 00:01:25,439 --> 00:01:28,319 and designed, designed and built something that nobody's ever 16 00:01:28,319 --> 00:01:29,439 done before. 17 00:01:30,480 --> 00:01:34,159 And yes, you know, we you know I can I can tell you how amazing 18 00:01:34,159 --> 00:01:35,599 AI is and so on. 19 00:01:35,760 --> 00:01:39,840 Um, but the the the point with uh I think I think everybody 20 00:01:40,000 --> 00:01:40,719 everybody knows it. 21 00:01:40,799 --> 00:01:44,239 I mean everybody knows that AI is great, but it's actually 22 00:01:44,239 --> 00:01:45,599 about how you use it. 23 00:01:46,560 --> 00:01:50,319 And that's one of the kind of the critical things about to 24 00:01:50,319 --> 00:01:54,959 about today's show is about how how we can use this technology 25 00:01:54,959 --> 00:01:56,319 that we've built. 26 00:01:56,719 --> 00:02:00,000 Um, and and there's there's a a lead into it. 27 00:02:00,079 --> 00:02:01,280 So you've heard of FAB. 28 00:02:01,519 --> 00:02:04,319 So if you're in sales, you've heard of FAB, which is feature, 29 00:02:04,400 --> 00:02:08,319 attribute, and benefit, what it is, what it does, what it means. 30 00:02:09,360 --> 00:02:15,520 And then you look at who and what your business is about, and 31 00:02:15,919 --> 00:02:18,879 uh kind of bearing that in bearing that in mind. 32 00:02:19,360 --> 00:02:24,400 Now, the the one thing I will say that this morning, because 33 00:02:24,400 --> 00:02:27,919 this is all about um how this technology works, this morning. 34 00:02:28,159 --> 00:02:32,080 So, because of last week, I thought what we need to do is to 35 00:02:32,080 --> 00:02:34,879 reboot, make sure we reboot everything to begin with before 36 00:02:34,879 --> 00:02:37,360 I start the show, and everything should run smoothly. 37 00:02:37,520 --> 00:02:39,439 And it didn't quite run smoothly. 38 00:02:40,240 --> 00:02:42,479 And of course, these different lots of different companies 39 00:02:42,479 --> 00:02:45,439 produce lots of different updates, produce the updates, 40 00:02:45,680 --> 00:02:49,439 and you expect everything to work smoothly and efficiently, 41 00:02:49,840 --> 00:02:54,400 and it seems to work, and then it it you realize that some of 42 00:02:54,400 --> 00:02:56,719 this software is a bit flaky, and you know, you've got a lot 43 00:02:56,719 --> 00:03:00,479 of people using it, um, and it and it doesn't it doesn't do 44 00:03:00,479 --> 00:03:03,039 what you want it to do, and and what I'm getting at is that is 45 00:03:03,039 --> 00:03:07,360 the speed at which um this the the the prompter works and I use 46 00:03:07,360 --> 00:03:11,360 a prompter because it needs to keep me on track, um, and that's 47 00:03:11,360 --> 00:03:13,280 what uh that that's where we are. 48 00:03:13,520 --> 00:03:18,159 So we're gonna talk about sales exchange and and who we are. 49 00:03:18,879 --> 00:03:21,520 So we we help companies. 50 00:03:21,599 --> 00:03:22,639 Let me just do one thing. 51 00:03:22,719 --> 00:03:24,879 I'm wondering, I wonder if this is going to work. 52 00:03:25,280 --> 00:03:26,879 I just have to do this. 53 00:03:35,759 --> 00:03:36,960 We'll see how that works. 54 00:03:37,120 --> 00:03:41,680 So basically, we help companies replace their fragmented Martec 55 00:03:41,759 --> 00:03:45,280 and outbound sales operations with a broadcast-driven 56 00:03:45,280 --> 00:03:46,240 operating system. 57 00:03:46,479 --> 00:03:50,000 So that enables them to reach their entire total addressable 58 00:03:50,000 --> 00:03:55,120 market continuously and a fraction of traditional 59 00:03:55,120 --> 00:03:56,639 go-to-market costs. 60 00:03:57,120 --> 00:04:00,960 See, most companies, most B2B companies are invisible to about 61 00:04:00,960 --> 00:04:05,199 95% of their market, and we solved that by turning 62 00:04:05,360 --> 00:04:10,080 go-to-market into a broadcast infrastructure instead of a lead 63 00:04:10,240 --> 00:04:11,680 gen function. 64 00:04:12,159 --> 00:04:13,599 That's what we're about. 65 00:04:14,319 --> 00:04:19,360 Now, the reason I'm starting there is that um there's 66 00:04:19,360 --> 00:04:22,240 something I read just recently that that kind of stopped me in 67 00:04:22,240 --> 00:04:26,800 my tracks in a way, and it was by Andrecine Horowitz, the A16Z, 68 00:04:26,879 --> 00:04:30,079 which is the big Silicon Valley venture capital company. 69 00:04:30,399 --> 00:04:34,720 They published two articles in the same week, and both were 70 00:04:34,720 --> 00:04:35,839 about the same thing, really. 71 00:04:36,240 --> 00:04:43,439 This shift of what they call systems of record to systems of 72 00:04:43,439 --> 00:04:44,720 intelligence. 73 00:04:45,199 --> 00:04:48,160 And their argument, in plain English, is this. 74 00:04:48,399 --> 00:04:55,040 So for the past 30 odd years, the company that owned your data 75 00:04:55,040 --> 00:04:58,639 owned you, target Salesforce, Hubspot, and so on, got to like 76 00:04:58,639 --> 00:05:02,480 140 billion and 9 billion respectively, not because their 77 00:05:02,480 --> 00:05:06,639 software was the best, but because once your data was in 78 00:05:06,639 --> 00:05:08,319 there, you weren't leaving. 79 00:05:09,680 --> 00:05:13,680 Your contacts, your call history, your deal notes, all of 80 00:05:13,680 --> 00:05:14,959 it was locked in. 81 00:05:16,399 --> 00:05:21,680 Their customers were, as one of the AZ A16Z writers put it, 82 00:05:21,839 --> 00:05:25,040 hostages, not customers. 83 00:05:25,759 --> 00:05:27,279 But that's changing. 84 00:05:27,920 --> 00:05:33,600 AI agents don't need a dashboard, they don't need a UI, 85 00:05:33,759 --> 00:05:38,720 they just need structured data, an API and instructions. 86 00:05:38,800 --> 00:05:39,279 That's it. 87 00:05:39,600 --> 00:05:45,439 And what A16 said is that that that's the value that's 88 00:05:45,439 --> 00:05:49,199 migrating upwards away from the database and into reasoning and 89 00:05:49,199 --> 00:05:52,639 orchestration, and that basically sits, that whole 90 00:05:52,639 --> 00:05:54,000 orchestration sits above it. 91 00:05:54,160 --> 00:05:56,560 And so the system of intelligence, which is what it's 92 00:05:56,560 --> 00:06:00,959 called, is what does the actual thinking and makes the decisions 93 00:06:00,959 --> 00:06:02,319 and takes the action. 94 00:06:02,560 --> 00:06:06,079 And that's where the next generation of enterprise value 95 00:06:06,079 --> 00:06:07,360 is going to be built. 96 00:06:08,000 --> 00:06:12,560 Um Mark Anderson said this week that AI isn't the moat. 97 00:06:12,720 --> 00:06:14,000 That's not the thing. 98 00:06:14,240 --> 00:06:18,720 It's what is built with AI, is the thing. 99 00:06:19,199 --> 00:06:23,759 So I put so I read these two comments, like the these two 100 00:06:23,759 --> 00:06:27,759 articles, and I put this um this, I made a comment 101 00:06:27,839 --> 00:06:28,240 basically. 102 00:06:28,399 --> 00:06:32,079 Nothing long, just pointed out that we kind of built one 103 00:06:32,319 --> 00:06:32,639 really. 104 00:06:33,040 --> 00:06:37,360 And the last time I checked, 9,000 people had seen it, which 105 00:06:37,360 --> 00:06:40,879 tells you that the conversation is resonating, and it's only 106 00:06:40,879 --> 00:06:42,959 been a week, literally a week. 107 00:06:43,279 --> 00:06:46,639 So here's the kind of it that where it gets where it does get 108 00:06:46,639 --> 00:06:47,040 interesting. 109 00:06:47,199 --> 00:06:49,839 So when you look at other businesses claiming that they 110 00:06:49,839 --> 00:06:56,560 are operating systems, they fall into kind of one of two camps. 111 00:06:56,879 --> 00:07:02,639 The first is the the kind of DIY AI platforms, um, drag and drop 112 00:07:02,639 --> 00:07:05,920 builders where you can build something like CRM or something 113 00:07:05,920 --> 00:07:10,240 like that, or a workflow tool, or even an automation sequence. 114 00:07:11,120 --> 00:07:15,600 And the second are what I would call ring binder systems. 115 00:07:15,759 --> 00:07:18,879 So documented processes, playbooks, instructions, that 116 00:07:18,879 --> 00:07:20,720 kind of thing, how to run a department. 117 00:07:20,879 --> 00:07:24,319 Um useful, but it's you know it's not an operating system. 118 00:07:25,279 --> 00:07:29,439 So what we've built is the physical thing, the the 119 00:07:29,600 --> 00:07:34,720 scripting, the processing, um, the complete, the total TAM, 120 00:07:34,959 --> 00:07:38,399 total addressable market exposure, content distribution, 121 00:07:38,480 --> 00:07:41,759 um, the mechanisms that orchestrate meetings, the 122 00:07:41,759 --> 00:07:45,519 content prep, decks, quotes, comparisons, research, all 123 00:07:45,519 --> 00:07:48,079 delivered directly to salespeople when they need it. 124 00:07:48,399 --> 00:07:53,279 And on top of that, we've got the analytical and telemetry 125 00:07:53,279 --> 00:07:58,720 into infrastructure, um, which leads into like a centralized 126 00:07:58,720 --> 00:08:00,560 hub for training and onboarding. 127 00:08:01,279 --> 00:08:06,399 Um, and if we get it all right, and it's all integrated with 128 00:08:06,399 --> 00:08:06,800 Notion. 129 00:08:08,319 --> 00:08:11,519 So here's the thing that kind of maps directly to what A16Z 130 00:08:12,000 --> 00:08:13,519 describing as the future. 131 00:08:14,240 --> 00:08:18,240 You ask Claude a question by voice or by typing, and the 132 00:08:18,240 --> 00:08:24,480 answer comes back from BigQuery, which has got GA4 connected into 133 00:08:24,480 --> 00:08:26,720 it and Python scripts, whatever's needed. 134 00:08:26,959 --> 00:08:30,160 So the intelligence is connected to the infrastructure. 135 00:08:30,480 --> 00:08:34,080 The reasoning layer sits above the data layer, exactly as they 136 00:08:34,080 --> 00:08:34,720 described. 137 00:08:34,879 --> 00:08:37,200 So we didn't we didn't build this because of their articles, 138 00:08:37,360 --> 00:08:38,720 it took us long enough. 139 00:08:39,039 --> 00:08:43,679 We built it because B2B organizations needed it. 140 00:08:45,519 --> 00:08:51,120 So those two articles just confirmed that we were on the 141 00:08:51,120 --> 00:08:52,080 right track. 142 00:08:52,639 --> 00:08:56,720 And also, fortunately, Google confirmed it too. 143 00:08:57,039 --> 00:09:00,000 So we're at the top of the search engine results page for 144 00:09:00,000 --> 00:09:01,840 this this particular space. 145 00:09:02,720 --> 00:09:09,600 So when I say we're different, it's not just a bit of a claim, 146 00:09:09,840 --> 00:09:18,240 it's actually documented, and to our knowledge, nothing else 147 00:09:18,240 --> 00:09:21,120 exists like it anywhere. 148 00:09:22,000 --> 00:09:23,759 So that's the backdrop. 149 00:09:24,000 --> 00:09:28,639 And um, I'm just gonna pause my my prompter here because one of 150 00:09:28,639 --> 00:09:31,759 the things I tell you is it's proper wind-up when you're doing 151 00:09:31,759 --> 00:09:34,639 this and you realise that the the tech because last week it 152 00:09:34,639 --> 00:09:37,679 was great, it was something else that's something else that 153 00:09:37,679 --> 00:09:42,480 happened last week, but it's but that's not to put too fine a 154 00:09:42,480 --> 00:09:45,600 point on it, that's the point of live shows. 155 00:09:46,159 --> 00:09:50,559 It's and it's not I I've said this you know, over during this 156 00:09:50,559 --> 00:09:56,159 series that it's not about um having this beautifully polished 157 00:09:57,120 --> 00:10:00,240 show that actually it was recorded, it was on video, and 158 00:10:00,240 --> 00:10:02,399 so they made sure it was perfect every single time. 159 00:10:02,559 --> 00:10:03,360 That's not the point. 160 00:10:03,440 --> 00:10:06,480 That's not what um what we're saying. 161 00:10:06,960 --> 00:10:11,200 Your prospects want to see, they want to see you in the same way 162 00:10:11,200 --> 00:10:13,120 that you can see me, and if it goes right, it goes right. 163 00:10:13,200 --> 00:10:14,080 If it doesn't, it doesn't. 164 00:10:14,240 --> 00:10:15,679 But it's how you deal with it. 165 00:10:15,919 --> 00:10:18,399 I mean, I could read, I could read, I could put my head down 166 00:10:18,399 --> 00:10:20,960 and just read straight from straight from the script. 167 00:10:21,120 --> 00:10:24,720 But the the point is, and I just want to I'm gonna just stop 168 00:10:24,720 --> 00:10:26,399 something and start something. 169 00:10:26,799 --> 00:10:34,399 Um the point of of all of this is um where are we, where are 170 00:10:34,399 --> 00:10:34,720 we? 171 00:10:35,279 --> 00:10:42,639 Um so that's the backdrop. 172 00:10:42,799 --> 00:10:44,559 Okay, let's get that let's get to there. 173 00:10:44,879 --> 00:10:46,720 So that might have that might have tweaked it. 174 00:10:46,879 --> 00:10:48,240 We'll see how we get on with that. 175 00:10:49,200 --> 00:10:58,000 But the the the the point is is that doing doing things live, 176 00:10:58,159 --> 00:11:01,519 doing this this type of thing live has an impact. 177 00:11:01,600 --> 00:11:04,159 And I'll kind of come on to the the the the the kind of the 178 00:11:04,159 --> 00:11:10,639 multiplication from this, but the point is is that you you you 179 00:11:10,639 --> 00:11:14,960 have to display your authenticity, and you can't do 180 00:11:14,960 --> 00:11:18,559 that with a video because everybody has the ability to 181 00:11:18,559 --> 00:11:20,320 make that video look perfect. 182 00:11:20,559 --> 00:11:23,039 So, anyway, so that's the kind of the backdrop, the whole 183 00:11:23,039 --> 00:11:27,279 thing, the AZ, A16Z thing, the the fact that this is being 184 00:11:27,279 --> 00:11:31,679 talked about at kind of a significantly high VC level, and 185 00:11:31,679 --> 00:11:33,279 so that's that backdrop. 186 00:11:34,080 --> 00:11:40,159 So, about today's show, and what I want to talk about is this. 187 00:11:40,399 --> 00:11:44,639 So, how how does a B2B company actually get seen at scale 188 00:11:46,320 --> 00:11:48,399 whilst kind of reducing the effort to do it? 189 00:11:48,559 --> 00:11:51,759 Because all this technology should reduce labor, shouldn't 190 00:11:51,759 --> 00:11:53,200 it, it shouldn't increase it. 191 00:11:53,440 --> 00:11:57,200 And we all know that businesses have in that have installed so 192 00:11:57,600 --> 00:12:01,279 different software platforms, they've ended up ended up 193 00:12:01,279 --> 00:12:03,679 watching their admin go through the roof. 194 00:12:04,159 --> 00:12:06,879 And so when you look at the the rise of go-to-market 195 00:12:07,039 --> 00:12:10,799 infrastructure, um for most businesses it's just a wish 196 00:12:10,960 --> 00:12:12,799 list, it's not it's not reality. 197 00:12:13,440 --> 00:12:16,080 And so there's a there's a huge amount of confusion. 198 00:12:16,240 --> 00:12:19,440 So there's confusion about the technology, the strategies, 199 00:12:19,600 --> 00:12:26,080 tactics, and that confusion raises a pretty important 200 00:12:26,080 --> 00:12:30,399 question, which is how on earth does a sales company comp 201 00:12:30,799 --> 00:12:36,399 compete with every other sales company in the same space if 202 00:12:36,399 --> 00:12:40,399 it's all using exactly the same software, same strategies, same 203 00:12:40,399 --> 00:12:41,279 tactics? 204 00:12:42,399 --> 00:12:47,120 And when it comes to hiring people, the job specs ask for 205 00:12:47,120 --> 00:12:50,960 people who who already know how to use those same tools. 206 00:12:52,960 --> 00:12:56,720 And so those same it's just the same approach every single time. 207 00:12:57,279 --> 00:13:04,879 And if you look at um if you look at this, you you're not 208 00:13:04,879 --> 00:13:06,799 competing, you're copying. 209 00:13:07,919 --> 00:13:12,399 But if you look at these figures, first, second, third, 210 00:13:12,480 --> 00:13:18,399 and tenth year, 20% in the first year, 30% in the second, 50% in 211 00:13:18,399 --> 00:13:20,480 the third, and by year 10 70%. 212 00:13:20,879 --> 00:13:24,879 But compound, that's 91.6% of all businesses go bust. 213 00:13:27,279 --> 00:13:32,639 You think, wow, not gonna happen to us because we've got we've 214 00:13:32,639 --> 00:13:33,600 got investment. 215 00:13:34,559 --> 00:13:35,200 Great. 216 00:13:35,679 --> 00:13:37,919 40% fail, period. 217 00:13:38,559 --> 00:13:44,240 80% fail to meet their own targets, 95% fail to generate an 218 00:13:44,240 --> 00:13:45,039 ROI. 219 00:13:48,480 --> 00:13:52,320 So the problem is, is that you you are you've been you you're 220 00:13:52,320 --> 00:13:56,320 copying, everyone's copying each other, you've been pushed into 221 00:13:56,320 --> 00:14:00,480 it to buy identical platforms, hiring identical people, and 222 00:14:00,480 --> 00:14:03,840 wondering why the results are identical. 223 00:14:04,080 --> 00:14:09,919 So the bottom line is your um your USP is your product and 224 00:14:09,919 --> 00:14:10,559 your people. 225 00:14:12,320 --> 00:14:14,960 And it is completely wrong to be made to look like hundreds of 226 00:14:14,960 --> 00:14:15,519 other businesses. 227 00:14:15,600 --> 00:14:17,759 And no wonder the same percentages of businesses go 228 00:14:17,919 --> 00:14:21,200 bust today as they did 25 years ago. 229 00:14:21,840 --> 00:14:25,679 And the other, I mean this is this is a bitter pill, the other 230 00:14:25,679 --> 00:14:28,159 problem, nobody believes you. 231 00:14:29,120 --> 00:14:33,440 CEOs like you and I have become so jaded and so distrustful of 232 00:14:33,440 --> 00:14:36,879 what we've been told by that that most marketing does 233 00:14:36,879 --> 00:14:37,840 actually become noise. 234 00:14:37,919 --> 00:14:39,440 It is all noise. 235 00:14:39,759 --> 00:14:44,320 So the first thing, the real critical thing, is you we you as 236 00:14:44,320 --> 00:14:48,799 busy as B2Bs, we've got to understand our total addressable 237 00:14:48,960 --> 00:14:52,399 market, its size, where it lives, and where you can reach 238 00:14:52,399 --> 00:14:52,720 it. 239 00:14:53,759 --> 00:14:58,879 So the thing is, if you um if you imagine um a canvas, yeah, 240 00:14:59,440 --> 00:15:03,360 and on the left, you've got all your content and everything you 241 00:15:03,360 --> 00:15:05,360 want people to read, watch, and listen to. 242 00:15:05,600 --> 00:15:08,879 And all this content here needs to be open access, sitting on 243 00:15:08,879 --> 00:15:10,639 your website, all ready to go. 244 00:15:10,960 --> 00:15:13,759 In the middle, you've got your social platforms like LinkedIn 245 00:15:13,840 --> 00:15:16,320 and Facebook and Instagram and YouTube and so on. 246 00:15:18,799 --> 00:15:22,240 And these this is where your unknown market is, and I say 247 00:15:22,240 --> 00:15:24,960 that again, there they are unknown, you don't know who they 248 00:15:24,960 --> 00:15:25,279 are. 249 00:15:25,759 --> 00:15:27,679 People you've never heard of. 250 00:15:28,240 --> 00:15:33,279 And over here, you've got your known market, the people whose 251 00:15:33,279 --> 00:15:34,639 emails you've got. 252 00:15:36,320 --> 00:15:39,840 And there's a thing that not you may know this, you may not, I 253 00:15:39,840 --> 00:15:40,320 don't know. 254 00:15:40,399 --> 00:15:43,919 Um, but you can upload your email database to LinkedIn to 255 00:15:43,919 --> 00:15:47,600 make sure your paid adverts appear in the news feeds of 256 00:15:47,600 --> 00:15:48,799 those same people. 257 00:15:49,919 --> 00:15:56,799 Okay, so you've got two very distinct groups, the known and 258 00:15:56,799 --> 00:15:57,360 the unknown. 259 00:15:57,679 --> 00:15:58,399 Just pause that. 260 00:15:59,039 --> 00:16:04,000 Um and and the the the bottom line is is that you as a 261 00:16:04,000 --> 00:16:07,360 business you you want to get you want to get in front of them. 262 00:16:12,080 --> 00:16:14,080 Let me just just check this. 263 00:16:20,000 --> 00:16:23,759 So blah blah blah. 264 00:16:23,840 --> 00:16:26,320 The problems most companies post once or twice. 265 00:16:27,200 --> 00:16:31,360 So one of the problems that happens is that when you're 266 00:16:31,360 --> 00:16:36,159 looking at existing social media strategies, what tends to happen 267 00:16:36,159 --> 00:16:40,720 is that a post gets produced and someone in marketing says to 268 00:16:40,720 --> 00:16:42,879 their colleagues, do us a favour, put this on your on your 269 00:16:43,120 --> 00:16:45,120 on your LinkedIn profile, would you? 270 00:16:47,519 --> 00:16:52,240 And that ends up constituting social media campaign. 271 00:16:53,519 --> 00:16:56,559 And so that's why not much happens. 272 00:16:56,639 --> 00:17:02,080 And that's why I would say that most um most CEOs would say, 273 00:17:02,240 --> 00:17:03,279 Well, do you know what? 274 00:17:04,480 --> 00:17:06,720 There's no point doing social media because it's a waste of 275 00:17:06,720 --> 00:17:06,960 time. 276 00:17:07,119 --> 00:17:08,880 We never get anything from it anyway. 277 00:17:10,799 --> 00:17:12,079 And you have to think about that. 278 00:17:12,400 --> 00:17:18,079 So so businesses have been have have been given this frame. 279 00:17:19,519 --> 00:17:22,480 This not frame, yeah, it's basically a framework to think 280 00:17:22,559 --> 00:17:24,400 this is this is it, this is your lot. 281 00:17:24,880 --> 00:17:26,240 This is how it works. 282 00:17:30,559 --> 00:17:32,000 And you have to think about that. 283 00:17:32,240 --> 00:17:35,279 You've been told how it works, and therefore what you do every 284 00:17:35,279 --> 00:17:37,279 single day is the same. 285 00:17:40,240 --> 00:17:43,119 And so the bottom line is that you've produced all this 286 00:17:43,119 --> 00:17:45,200 content, it's sitting there waiting for people to see. 287 00:17:47,039 --> 00:17:49,359 You're not getting the traffic that you want to your website 288 00:17:49,359 --> 00:17:52,240 because it's being hammered by your AI that are giving people 289 00:17:52,240 --> 00:17:53,920 all the answers, so you need to drive traffic to it. 290 00:17:54,000 --> 00:17:55,440 How are you going to drive traffic to it? 291 00:17:55,680 --> 00:18:00,240 So getting people to post on their on their own personal 292 00:18:00,240 --> 00:18:05,599 profile, that ain't a strategy, and that's why the perception is 293 00:18:05,759 --> 00:18:07,200 it's a waste of time. 294 00:18:10,559 --> 00:18:15,119 So you have to, you know, you have to think about what what on 295 00:18:15,119 --> 00:18:18,880 earth has been going on, and there is nothing happens, social 296 00:18:19,039 --> 00:18:22,880 media platforms exist to facilitate broadcasting. 297 00:18:23,359 --> 00:18:26,640 B2Bs have to adopt this kind of broadcast mentality, and without 298 00:18:26,640 --> 00:18:28,319 it, it's like winking at someone in the dark. 299 00:18:28,480 --> 00:18:31,279 You know what you're doing, but no one else has got a clue. 300 00:18:31,599 --> 00:18:34,240 And that's been the reality of B2B marketing for the past 20, 301 00:18:34,319 --> 00:18:35,440 30 years. 302 00:18:36,720 --> 00:18:40,960 I mean, did you know that each LinkedIn profile can post up to 303 00:18:40,960 --> 00:18:43,119 20 times a day? 304 00:18:43,359 --> 00:18:44,799 That's a fact. 305 00:18:45,759 --> 00:18:48,720 So a mechanism is needed that can exploit that. 306 00:18:48,880 --> 00:18:50,880 But obviously, there's some caveats, you know, you can't 307 00:18:50,880 --> 00:18:53,119 post the same thing every single day and multiple because it has 308 00:18:53,200 --> 00:18:55,200 spams, it has to be different, and so on. 309 00:18:55,519 --> 00:18:57,839 And that's where most companies fall down. 310 00:18:58,240 --> 00:19:02,319 Because you take a look at that and you go, I'll forget that. 311 00:19:02,559 --> 00:19:04,000 It's too much agro. 312 00:19:06,079 --> 00:19:07,039 Until now. 313 00:19:08,480 --> 00:19:12,000 And what's required is an infrastructure that can 314 00:19:12,319 --> 00:19:16,160 construct multiple posts and distribute them every day, every 315 00:19:16,160 --> 00:19:17,680 week, every month, and repeat. 316 00:19:18,720 --> 00:19:21,839 Basically, what everyone's ever wanted, which is set and forget. 317 00:19:22,799 --> 00:19:24,079 So you think about that. 318 00:19:24,319 --> 00:19:26,640 So we've we've built, that's what we've built, that's what 319 00:19:26,640 --> 00:19:29,440 these this show's about, these shows are about, and so on. 320 00:19:29,599 --> 00:19:37,599 So we we we post we create a track, but one track is 30 321 00:19:37,599 --> 00:19:38,559 posts. 322 00:19:39,279 --> 00:19:40,720 Okay, one per day. 323 00:19:42,319 --> 00:19:44,319 We've got 20 tracks running. 324 00:19:46,880 --> 00:19:50,319 I think 20 times 30, 600. 325 00:19:50,880 --> 00:19:54,079 We've got 600 posts going out every month. 326 00:19:57,119 --> 00:19:58,160 On repeat. 327 00:20:01,279 --> 00:20:05,519 And if you see you have to think about this. 328 00:20:06,160 --> 00:20:10,799 You think about the scale of this, it's spectacular. 329 00:20:14,160 --> 00:20:15,039 So let me show you. 330 00:20:15,119 --> 00:20:16,000 I'll just show you this. 331 00:20:16,240 --> 00:20:18,559 One of the things that I was talking before about the whole 332 00:20:18,559 --> 00:20:24,079 marketing thing, if you look at um you look at this particular 333 00:20:24,079 --> 00:20:30,960 slide here, uh CB Insights basically said after with all of 334 00:20:30,960 --> 00:20:35,440 these, you can take a screenshot of this or whatever, but um all 335 00:20:35,440 --> 00:20:39,519 the stars along that along there are all marketing related, and 336 00:20:39,519 --> 00:20:42,880 that means that it equates to 52% of all business failures are 337 00:20:42,880 --> 00:20:44,000 marketing related. 338 00:20:47,920 --> 00:20:49,119 It's not good. 339 00:20:50,720 --> 00:20:52,640 So then we've got this, we've got our slide here. 340 00:20:52,720 --> 00:20:54,960 This is we're gonna I'm gonna leave this on there for a little 341 00:20:54,960 --> 00:20:55,200 while. 342 00:20:56,319 --> 00:21:01,200 Um the the bottom line. 343 00:21:05,279 --> 00:21:08,720 The bottom line is you you you've got to be outputting 344 00:21:08,720 --> 00:21:11,279 something every day, and it is really, really simple. 345 00:21:13,759 --> 00:21:19,200 And the frequency that we're saying is simple because I have 346 00:21:19,200 --> 00:21:21,279 absolutely no idea when you're on LinkedIn. 347 00:21:22,880 --> 00:21:27,119 You might be on holiday for a couple of weeks, you might only 348 00:21:27,119 --> 00:21:29,920 check it on Tuesdays or or Thursday afternoons or or 349 00:21:29,920 --> 00:21:30,720 whenever. 350 00:21:31,440 --> 00:21:34,000 I just need to I just need to pause this again because 351 00:21:34,000 --> 00:21:43,599 it's 'tis one of those things um like I said, you might be in you 352 00:21:43,599 --> 00:21:46,160 you I I have no idea when you're when you're on l when you're on 353 00:21:46,240 --> 00:21:47,680 um on LinkedIn. 354 00:21:47,920 --> 00:21:48,880 Absolutely none. 355 00:21:50,640 --> 00:21:58,400 You could and even if you were in the office you're busy, um I 356 00:21:59,279 --> 00:22:01,839 I have No, I've just have no idea. 357 00:22:02,160 --> 00:22:04,640 You can see that when when something happens, right? 358 00:22:04,799 --> 00:22:06,960 You can you think, wait, wait a second, he's lost his train of 359 00:22:06,960 --> 00:22:07,519 thought there. 360 00:22:07,759 --> 00:22:12,000 Yeah, because because my notes goes go starting to go really 361 00:22:12,000 --> 00:22:12,640 slowly. 362 00:22:12,960 --> 00:22:18,079 But it is an impossibility for anybody to know when someone's 363 00:22:18,079 --> 00:22:19,920 going to look at social media. 364 00:22:20,079 --> 00:22:23,200 Yeah, you can send someone an email, but hey, emails are 365 00:22:23,200 --> 00:22:24,079 emails, aren't they? 366 00:22:24,240 --> 00:22:25,680 We all know where they go. 367 00:22:26,720 --> 00:22:34,160 But the the point is is that I need to be on um appearing on 368 00:22:34,160 --> 00:22:36,880 social media every time you go on it. 369 00:22:37,920 --> 00:22:41,599 And that's why you can post 20 times a day per profile. 370 00:22:43,519 --> 00:22:45,359 So just imagine that avalanche. 371 00:22:46,559 --> 00:22:48,319 I call it an avalanche. 372 00:22:50,720 --> 00:22:54,480 It's an avalanche of content being seen by your total 373 00:22:54,480 --> 00:22:55,359 addressable market. 374 00:22:59,839 --> 00:23:06,799 And every um every view, every reaction, every comment, every 375 00:23:06,799 --> 00:23:08,720 click is registered. 376 00:23:09,519 --> 00:23:13,039 And so for the first time, you can have complete visibility of 377 00:23:13,039 --> 00:23:16,240 your entire market, not leads, not contacts or anything like 378 00:23:16,240 --> 00:23:19,039 that, but your actual market, your total addressable market. 379 00:23:19,759 --> 00:23:22,240 All we have to do now is wait for them to buy. 380 00:23:24,160 --> 00:23:27,440 Because once they do, you've documented that entire sales 381 00:23:27,440 --> 00:23:32,240 process and your entire those sales stages with receipts on a 382 00:23:32,240 --> 00:23:33,680 rolling monthly basis. 383 00:23:33,759 --> 00:23:36,319 And the reason I say about with receipts on a rolling monthly 384 00:23:36,319 --> 00:23:40,960 basis is when you look at this particular diagram, what I might 385 00:23:41,039 --> 00:23:42,960 do is just make that a bit bigger for you. 386 00:23:43,200 --> 00:23:50,160 Um you look at this diagram, you've got on the left, you've 387 00:23:50,160 --> 00:23:55,119 got the the output, so you've got social media, you've got 388 00:23:55,119 --> 00:24:01,119 email, you've got banners, and that drives traffic to watch a 389 00:24:01,119 --> 00:24:06,240 live show like this, and but for them to be able to learn to 390 00:24:06,240 --> 00:24:09,599 download PDFs, to down to look at information and content and 391 00:24:09,599 --> 00:24:14,400 so on, and all of that gets distributed across your social 392 00:24:14,400 --> 00:24:17,440 media platforms like LinkedIn, YouTube and so on. 393 00:24:17,839 --> 00:24:23,039 All of that data goes into BigQuery, giving you the most 394 00:24:23,359 --> 00:24:25,200 jaw-dropping analytics. 395 00:24:25,839 --> 00:24:28,640 I'll come on, come to come back to that in a second. 396 00:24:29,759 --> 00:24:36,720 So, because of that, I mean there is a there is a step 397 00:24:36,720 --> 00:24:37,119 before. 398 00:24:48,480 --> 00:24:52,319 That's that's that's that's the the whole point of this. 399 00:24:52,480 --> 00:24:56,160 Um and we know that as B2Bs, buyers want to self-serve, 400 00:24:56,319 --> 00:25:00,160 self-educate, remain anonymous, and calculate the ROI before 401 00:25:00,160 --> 00:25:01,759 they even speak to a salesperson. 402 00:25:02,559 --> 00:25:04,319 That's a fact, we know that. 403 00:25:05,039 --> 00:25:08,000 Bottom line is they're smart, we're smart, we know they we 404 00:25:08,000 --> 00:25:09,599 know exactly what we're doing. 405 00:25:09,759 --> 00:25:13,039 And we don't need to be told what to do by somebody's 406 00:25:13,200 --> 00:25:14,160 salesperson. 407 00:25:15,039 --> 00:25:19,200 And because of that, that awareness, the the research 408 00:25:19,359 --> 00:25:22,240 shows, and and most salespeople have heard all this. 409 00:25:22,400 --> 00:25:25,759 You know, it's this is this is this is the not the excuse, but 410 00:25:25,759 --> 00:25:27,039 it's this is what's going on. 411 00:25:27,200 --> 00:25:33,359 You look at this, 86% of the journey is done in silence. 412 00:25:37,359 --> 00:25:41,359 So that that whole thing, if you know, if your average sales 413 00:25:41,359 --> 00:25:45,359 cycle is say nine months, you can see there we've got those 414 00:25:45,359 --> 00:25:48,960 dots at the bottom right, those greens, and then you've got that 415 00:25:48,960 --> 00:25:50,240 diagonal line. 416 00:25:50,559 --> 00:25:59,359 If your cycle is about nine months, you might be looking at 417 00:25:59,359 --> 00:26:03,599 something like five years for a total journey, especially if 418 00:26:03,599 --> 00:26:08,240 it's a high high-ticket, high, high-value product or solution 419 00:26:08,319 --> 00:26:09,599 or software. 420 00:26:10,079 --> 00:26:12,400 So, how on earth do they get to know I can trust you if they 421 00:26:12,480 --> 00:26:14,079 won't if they won't meet you? 422 00:26:15,359 --> 00:26:19,279 And that's why the importance is there because of live streaming. 423 00:26:19,759 --> 00:26:22,240 You know, not some polished video like I was saying before, 424 00:26:22,319 --> 00:26:23,839 it's live streaming. 425 00:26:24,160 --> 00:26:25,759 I mean, it's got a certain quality to it. 426 00:26:25,839 --> 00:26:27,920 Uh you you'd be the judge of that, but mistakes happen. 427 00:26:28,079 --> 00:26:31,599 And you know, I like I said, I could do this as a video, you 428 00:26:31,599 --> 00:26:32,720 wouldn't, but you wouldn't see him. 429 00:26:32,880 --> 00:26:35,039 But that's that's what makes all of this human and it makes it 430 00:26:35,039 --> 00:26:36,000 authentic. 431 00:26:36,400 --> 00:26:40,400 And like I said, you know, video can and should be perfect, but 432 00:26:40,400 --> 00:26:42,640 live is real, it's authentic. 433 00:26:43,680 --> 00:26:47,359 Um and and and that's that's why I do it. 434 00:26:47,599 --> 00:26:49,599 You know, if you look at, you know, we've got we've got this 435 00:26:49,599 --> 00:26:57,440 this process here, which is um our SX Connect, if I make that a 436 00:26:57,440 --> 00:26:58,559 bit larger for you. 437 00:26:59,039 --> 00:27:03,599 Um the bottom line is you want to go live every week. 438 00:27:03,759 --> 00:27:06,720 And once you do go live, I'm gonna talk about this this 439 00:27:06,720 --> 00:27:11,200 section um next, not next week, the week after. 440 00:27:11,759 --> 00:27:15,119 But the the point of this is that when they when they're 441 00:27:15,119 --> 00:27:21,680 live, once you go live, people are able to get are able to 442 00:27:21,680 --> 00:27:23,920 first get to know I can trust you, and then they can decide if 443 00:27:23,920 --> 00:27:27,200 they want to go through the discovery process, meet you, and 444 00:27:27,200 --> 00:27:28,240 then buy from you. 445 00:27:28,400 --> 00:27:30,559 But that's that's the whole point of this. 446 00:27:32,319 --> 00:27:37,119 So really, when we're when we're looking at this, when we're 447 00:27:37,119 --> 00:27:46,079 looking at this, this this these mechanisms, it's breathtaking. 448 00:27:46,880 --> 00:27:51,519 The opportunities that are available to B2Bs right now are 449 00:27:51,519 --> 00:27:56,160 absolutely incomparable to what was possible, I don't know, 450 00:27:57,279 --> 00:27:58,880 20-30 years ago. 451 00:27:59,920 --> 00:28:05,039 And I say this because most businesses have been misled by 452 00:28:05,039 --> 00:28:06,559 the Martech industry. 453 00:28:08,640 --> 00:28:10,799 You have to let that bit sink in. 454 00:28:11,680 --> 00:28:15,359 Yeah, very few have adopted live streaming or video podcasting, 455 00:28:17,279 --> 00:28:20,319 which actually means right now this is this is about as close 456 00:28:20,319 --> 00:28:22,799 to the Wild West as you're gonna get. 457 00:28:25,440 --> 00:28:28,000 And it's absolutely it's absolutely wide open. 458 00:28:28,240 --> 00:28:29,839 Absolutely wide open. 459 00:28:30,319 --> 00:28:34,960 Um and I and I think that you know if you you you're watching 460 00:28:34,960 --> 00:28:38,000 this this this live stream now, yeah, you and and when we we 461 00:28:38,000 --> 00:28:40,960 talk about um multiplication. 462 00:28:42,160 --> 00:28:47,119 So one live stream, it's about an hour, give or take, gets 463 00:28:47,119 --> 00:28:50,079 converted into video, gets published on the on your 464 00:28:50,079 --> 00:28:50,559 website. 465 00:28:50,799 --> 00:28:53,440 It's got a transcript, about I don't know, three and a half to 466 00:28:53,440 --> 00:28:54,960 five thousand words, give or take. 467 00:28:55,119 --> 00:28:56,960 That gets indexed by Google. 468 00:28:57,920 --> 00:29:03,519 The website article has got the embedded video as well, and the 469 00:29:03,519 --> 00:29:07,359 transcript picked up by both YouTube and Google. 470 00:29:07,759 --> 00:29:10,480 Then you can get five to ten minute clips out of them, five, 471 00:29:10,559 --> 00:29:12,799 six, seven of them, depending on how long the video is. 472 00:29:13,039 --> 00:29:19,279 20 plus 21 shorts, and then we we published 20 uh three shorts 473 00:29:19,279 --> 00:29:20,799 for seven days after the show. 474 00:29:20,960 --> 00:29:24,319 Then there's a podcast with a transcript that's distributed 475 00:29:24,319 --> 00:29:29,440 via RSS to around I think it's 12 to 15 RSS feeds and all of 476 00:29:29,440 --> 00:29:30,960 the people that are connected to that. 477 00:29:31,119 --> 00:29:34,799 So we started this whole process, I think it was late 478 00:29:34,799 --> 00:29:40,960 March, early April, and this is this this just blows me away. 479 00:29:42,400 --> 00:29:47,680 If you combine the the views and impressions, we've had 66 and a 480 00:29:47,680 --> 00:29:52,160 half thousand views and impressions and over 70 hours of 481 00:29:52,160 --> 00:29:59,440 watch time and 1600, 1600 downloads in that time. 482 00:30:03,599 --> 00:30:04,240 How? 483 00:30:05,119 --> 00:30:07,279 It's almost like saying, how's that possible? 484 00:30:08,000 --> 00:30:09,200 It's only him. 485 00:30:09,920 --> 00:30:12,160 How can he be pushing that that much content? 486 00:30:12,240 --> 00:30:13,599 How can he get that much exposure? 487 00:30:13,680 --> 00:30:18,720 If you think what your BDRs and SDRs are doing, one person doing 488 00:30:18,720 --> 00:30:21,039 all of that, you think about you think about how many people 489 00:30:21,039 --> 00:30:22,240 you've got working for you. 490 00:30:22,559 --> 00:30:24,799 Math the math's not difficult. 491 00:30:25,200 --> 00:30:27,440 Multiply it, scale it up. 492 00:30:28,079 --> 00:30:34,720 Yeah, so you you you've now got potentially hundreds of 493 00:30:34,720 --> 00:30:39,920 thousands or well, hundreds and not hundreds of thousands, 494 00:30:40,240 --> 00:30:43,519 hundreds and potentially thousands of posts going out 495 00:30:43,519 --> 00:30:47,200 every month, and all of that needs to get monitored, managed 496 00:30:47,200 --> 00:30:47,680 and monitored. 497 00:30:47,839 --> 00:30:48,640 You think, poor. 498 00:30:49,920 --> 00:30:51,119 Now you know what's working. 499 00:30:51,200 --> 00:30:52,720 You've got so much stuff going out. 500 00:30:52,880 --> 00:30:54,720 You want to know the engagement of every asset. 501 00:30:54,799 --> 00:30:56,480 If you're paying people to do this, you want to know what's 502 00:30:56,480 --> 00:30:59,200 happening with your downloads, what's happening with the social 503 00:30:59,200 --> 00:31:04,640 posts, what's happening with the emails, and you want to know 504 00:31:04,640 --> 00:31:10,960 which platform is actually driving the best results. 505 00:31:12,400 --> 00:31:18,640 And so basically, you every you've got you've got all these 506 00:31:18,640 --> 00:31:19,680 different data streams, yeah? 507 00:31:19,759 --> 00:31:24,559 Every single stream you've got, websites, multiple LinkedIn 508 00:31:24,640 --> 00:31:29,759 profiles, um, multiple YouTube channels, podcasts, emails, 509 00:31:30,079 --> 00:31:34,960 absolutely everything is fed into BigQuery. 510 00:31:37,279 --> 00:31:39,920 And you think, oh, SQL. 511 00:31:40,559 --> 00:31:42,160 Hey, hey, how's that supposed to work? 512 00:31:42,240 --> 00:31:44,720 Because it's all it's all yeah, it's all script-based, yeah. 513 00:31:44,960 --> 00:31:46,799 But this is where it just gets amazing. 514 00:31:46,880 --> 00:31:51,200 Every send, every click, every view, every call to action from 515 00:31:51,200 --> 00:31:55,200 every single platform that we are exposed on to consolidate in 516 00:31:55,200 --> 00:31:55,839 one place. 517 00:31:57,359 --> 00:32:00,000 This this is just jaw-dropping. 518 00:32:00,160 --> 00:32:02,640 And you ask Claude to do the report. 519 00:32:04,319 --> 00:32:06,799 Before, you know, we were all you you know, people are used to 520 00:32:06,799 --> 00:32:07,599 these types of things. 521 00:32:07,759 --> 00:32:09,839 I'm not going to say they're boring, I think they're great, 522 00:32:10,000 --> 00:32:11,839 but this was like the dashboard era. 523 00:32:12,000 --> 00:32:14,319 Yeah, there's just more and more data and more screens and 524 00:32:14,319 --> 00:32:14,960 everything else. 525 00:32:15,039 --> 00:32:19,519 And the assumption that you as CEO or you or I as CEO would 526 00:32:19,519 --> 00:32:21,759 become, I don't know, better analysts. 527 00:32:21,839 --> 00:32:24,240 But we weren't the analysts, we're not the analysts, we're 528 00:32:24,240 --> 00:32:25,039 decision makers. 529 00:32:25,200 --> 00:32:26,400 We're the entrepreneurs. 530 00:32:26,559 --> 00:32:31,279 So you end up with rooms full of people whose job it is to 531 00:32:31,279 --> 00:32:33,519 interpret the dashboard for the CEO. 532 00:32:33,680 --> 00:32:36,160 What it means is, which is this kind of latency. 533 00:32:36,240 --> 00:32:40,000 This is latency, um, and more opinion between the data and 534 00:32:40,000 --> 00:32:41,759 actually making a decision. 535 00:32:43,039 --> 00:32:47,759 And so you think, well, loads of graphs out. 536 00:32:47,839 --> 00:32:48,640 How's this all going to work? 537 00:32:48,720 --> 00:32:49,920 How's this work out? 538 00:32:50,400 --> 00:32:53,200 So I was going to show lots of graphs. 539 00:32:53,519 --> 00:32:55,920 So we've got this graph, we've got that graph, look at what's 540 00:32:55,920 --> 00:32:58,720 happening here, look at what that what's happening there. 541 00:32:59,839 --> 00:33:01,680 And I thought, there's no point. 542 00:33:02,400 --> 00:33:03,519 There's no point. 543 00:33:04,240 --> 00:33:07,039 It is a boring show. 544 00:33:07,119 --> 00:33:10,079 You don't want to see graphs, you want to know what's going 545 00:33:10,079 --> 00:33:10,400 on. 546 00:33:10,960 --> 00:33:14,640 And so I thought, I'll come with you in a second. 547 00:33:14,720 --> 00:33:19,759 So I thought, what I want to do is I'm gonna, I'm just gonna 548 00:33:19,759 --> 00:33:22,480 explain how this all works. 549 00:33:24,640 --> 00:33:29,839 And I thought, if it was me watching someone talking about 550 00:33:29,839 --> 00:33:32,960 this, I'd be thinking, he's blagging. 551 00:33:33,440 --> 00:33:36,160 He hasn't, he hasn't actually got any grass, he's just he's 552 00:33:36,160 --> 00:33:37,920 just kind of giving it the big one. 553 00:33:38,960 --> 00:33:43,839 So I thought I best I best practice what I preach, right? 554 00:33:44,559 --> 00:33:48,160 So I can put my glasses on for this. 555 00:33:51,839 --> 00:33:55,599 So these were impressions and certain spikes at certain times, 556 00:33:55,920 --> 00:34:00,640 and then there was a sales exchange impressions, and then 557 00:34:00,960 --> 00:34:06,160 our our go-to-market channel, the GTM reset impressions, and 558 00:34:06,160 --> 00:34:13,760 then downloads and clicks and more clicks and more times when 559 00:34:13,760 --> 00:34:19,760 we post stuff out, and it just went on and on and on until I 560 00:34:19,760 --> 00:34:22,000 thought that's nonsense, just show them that. 561 00:34:25,920 --> 00:34:38,559 And this this this is genuinely just jaw-dropping using I go 562 00:34:38,559 --> 00:34:40,960 back to what I said right at the very beginning when I opened and 563 00:34:40,960 --> 00:34:45,840 said about um using AI and it's amazing, and and and so on. 564 00:34:47,440 --> 00:34:52,880 This is where the entire analytical layer is completely 565 00:34:52,880 --> 00:34:53,760 collapsed. 566 00:34:56,559 --> 00:35:06,239 And I think it it it it genuinely 100% says that the CEO 567 00:35:06,400 --> 00:35:14,559 can become the analyst because the interface now is 568 00:35:14,880 --> 00:35:15,760 conversation. 569 00:35:17,360 --> 00:35:22,559 Um what I mean is you you don't need to ask an analyst, just ask 570 00:35:22,559 --> 00:35:23,440 Claude. 571 00:35:25,360 --> 00:35:35,519 Um just think it's it's a a a very, very significant 572 00:35:36,480 --> 00:35:38,639 transition for businesses. 573 00:35:38,800 --> 00:35:40,960 Massive, massive, massive, massive. 574 00:35:42,559 --> 00:35:46,960 Because you asked Claude of the I don't know, of the YouTube 575 00:35:47,599 --> 00:35:54,000 posts, the youth of the YouTube views, how many we which which 576 00:35:54,000 --> 00:35:56,480 was the best performing YouTube video? 577 00:35:57,679 --> 00:36:01,920 And of all of the YouTube videos, which ones garnered the 578 00:36:01,920 --> 00:36:03,199 most downloads? 579 00:36:04,159 --> 00:36:06,719 Oh, can you add in LinkedIn to that as well? 580 00:36:08,719 --> 00:36:13,840 And uh and within a minute uh that it just appears. 581 00:36:17,039 --> 00:36:23,440 And it's uh I I I I I'm I I when it when I first realized I could 582 00:36:23,440 --> 00:36:25,280 do this, I was speechless. 583 00:36:30,000 --> 00:36:35,679 So which platform drove the most downloads last week? 584 00:36:35,840 --> 00:36:38,719 Plain English, plain answer, there it is. 585 00:36:40,239 --> 00:36:42,079 And you make a decision. 586 00:36:44,159 --> 00:36:52,239 And this this data is is is collated, compiled um every day. 587 00:36:55,519 --> 00:36:59,199 And this is this is mind-blowing. 588 00:36:59,280 --> 00:37:02,239 This is the most powerful data set any business can ever have. 589 00:37:02,800 --> 00:37:06,880 Because before, had the the the the analysts like fawning over 590 00:37:06,880 --> 00:37:11,280 these these beautiful dashboards, hoping that you 591 00:37:11,280 --> 00:37:13,199 would need them to interpret it. 592 00:37:17,119 --> 00:37:18,960 Now you just ask Claude. 593 00:37:20,000 --> 00:37:31,360 I mean it's just it it it is um it I can't even now when I think 594 00:37:31,360 --> 00:37:35,519 about it, I'm just like, I can't believe this is going on, this 595 00:37:35,519 --> 00:37:36,639 is happening. 596 00:37:37,840 --> 00:37:44,400 So us B2Bs, we have to have to say us, of course I say us. 597 00:37:44,800 --> 00:37:48,639 We need to visualize what this means to get um exposure to 598 00:37:49,280 --> 00:37:53,039 tens, thousands, hundreds of thousands of business businesses 599 00:37:53,039 --> 00:37:58,079 every week, but in the knowledge that, knowing that every single 600 00:37:58,639 --> 00:38:05,440 item is tracked and monitored and so on, just I mean the 601 00:38:05,440 --> 00:38:08,719 bottom line is that you you you now know what your total 602 00:38:08,719 --> 00:38:11,199 addressable market is actually doing and responding to, even 603 00:38:11,199 --> 00:38:12,800 though they're all anonymous. 604 00:38:14,239 --> 00:38:16,719 Because they're being being because you're able to track 605 00:38:16,719 --> 00:38:19,039 everybody through this and get through engagement and downloads 606 00:38:19,119 --> 00:38:21,199 through UTM codes and so on. 607 00:38:22,320 --> 00:38:24,960 As every post, every article, every email. 608 00:38:25,840 --> 00:38:28,880 And that's the reality of what this infrastructure delivers. 609 00:38:29,119 --> 00:38:32,559 And like I said, it's still the Wild West. 610 00:38:32,880 --> 00:38:35,519 For 20 years, businesses accepted their lot. 611 00:38:36,559 --> 00:38:39,199 We all listened to the marketers, all adopted the SaaS, 612 00:38:39,360 --> 00:38:41,760 and left and and and but pretty much left the marketing 613 00:38:41,760 --> 00:38:45,599 department to get on with it, and got the results that we 614 00:38:45,599 --> 00:38:46,400 deserved. 615 00:38:46,800 --> 00:38:50,320 I mean, YouTube, I mean, on top of it, YouTube's also shifting 616 00:38:50,400 --> 00:38:54,079 because they made some in some pretty significant announcements 617 00:38:54,079 --> 00:38:57,840 just uh just recently at Brandcast 2026, and then what 618 00:38:57,920 --> 00:39:02,639 and they're signalling about what the future means for 619 00:39:02,639 --> 00:39:06,719 everybody, not just not just the consumer lot, but for B2Bs as 620 00:39:06,719 --> 00:39:06,880 well. 621 00:39:07,039 --> 00:39:15,599 The opportunity is just uh I can't I can't I can't express 622 00:39:15,760 --> 00:39:17,280 how important this is. 623 00:39:19,360 --> 00:39:25,840 So you you've got this um you've got this ability now, this this 624 00:39:26,079 --> 00:39:33,280 massive, enormous ability to say, wait a second, take a step 625 00:39:33,280 --> 00:39:37,599 back, get a drink, get a coffee, and and just think about this. 626 00:39:38,960 --> 00:39:42,719 So you're now at this point thinking, okay, so what Nigel's 627 00:39:42,719 --> 00:39:50,960 telling us is that we can operate as if we were on 628 00:39:50,960 --> 00:39:53,199 television every week. 629 00:39:53,440 --> 00:39:55,840 Yeah, that's right, that's right, that's right. 630 00:39:58,320 --> 00:40:02,880 And I'm saying that you can go and buy, if you haven't already 631 00:40:02,880 --> 00:40:10,079 got one, you can go and buy a database, an email database for 632 00:40:10,079 --> 00:40:14,559 your entire total addressable market in any region, local, 633 00:40:14,719 --> 00:40:16,880 national, international, any country. 634 00:40:16,960 --> 00:40:18,320 You can go by that. 635 00:40:20,880 --> 00:40:26,000 You can present yourself in your total addressable market in 636 00:40:26,000 --> 00:40:28,719 every single country with the help of LinkedIn as well. 637 00:40:29,039 --> 00:40:32,159 I should get paid for this, but no, yeah. 638 00:40:34,320 --> 00:40:40,320 And so the mechanism is there, the the infrastructure is there, 639 00:40:40,400 --> 00:40:43,440 it's it's changed over the you know, we we started building 640 00:40:43,440 --> 00:40:47,519 this last year, and now the VCs and all the investment companies 641 00:40:47,599 --> 00:40:49,440 and all the different people out there going, well, actually it's 642 00:40:49,440 --> 00:40:50,639 not AI, it's what you build with it. 643 00:40:50,719 --> 00:40:53,119 And we go, well, actually, we built this because this is what 644 00:40:53,119 --> 00:41:00,480 was needed for B2Bs, and so because of the significance and 645 00:41:00,480 --> 00:41:07,599 importance of this, that there's so much to it because this is a 646 00:41:07,599 --> 00:41:11,039 sales and marketing infrastructure, a replacement 647 00:41:11,039 --> 00:41:11,599 infrastructure. 648 00:41:11,679 --> 00:41:14,639 Nobody's ever done this before, and we're using it, it's 649 00:41:14,639 --> 00:41:15,679 happening, people are using it. 650 00:41:16,400 --> 00:41:21,920 It's functional, it's exciting, it gives you visibility on 651 00:41:21,920 --> 00:41:29,760 something that you've never had before, and believe it or not, 652 00:41:30,880 --> 00:41:38,880 it reduces your costs, cuts your costs significantly, and exposes 653 00:41:38,880 --> 00:41:42,239 you to more business than you've ever been exposed to before in 654 00:41:42,239 --> 00:41:43,760 the history of your company. 655 00:41:44,960 --> 00:41:46,000 Four pennies. 656 00:41:47,519 --> 00:41:50,559 Now, you can think, he's just saying that. 657 00:41:50,719 --> 00:41:53,440 I've been selling for 40 years, I know what I'm talking about. 658 00:41:55,039 --> 00:41:58,000 So this is no longer, you know, that kind of sales process, 659 00:41:58,079 --> 00:41:59,519 you're kind of soft peddling a bit. 660 00:41:59,599 --> 00:42:01,599 And you go, would you would you please would you like to have 661 00:42:01,599 --> 00:42:01,760 it? 662 00:42:01,920 --> 00:42:04,719 No, this is it, this is this is where it's at. 663 00:42:06,639 --> 00:42:10,159 It's not first come, first serve, but it is about that 664 00:42:10,159 --> 00:42:10,960 technology curve. 665 00:42:11,039 --> 00:42:12,800 You know, you see that you've got the innovators, early 666 00:42:12,800 --> 00:42:13,280 adopters. 667 00:42:13,360 --> 00:42:14,719 That's where this is at. 668 00:42:15,840 --> 00:42:17,199 Your decision. 669 00:42:19,039 --> 00:42:21,599 But what I want to talk about, and kind of move on from that 670 00:42:21,679 --> 00:42:23,360 because everything's on the website, you can see everything 671 00:42:23,360 --> 00:42:25,039 on the website and and and so on and so on. 672 00:42:25,119 --> 00:42:27,920 But but what I want to talk about is the first stage of 673 00:42:27,920 --> 00:42:35,280 this, and that's about how we reach our total addressable 674 00:42:35,280 --> 00:42:40,559 market, and it's conveniently called SX Sales Exchange Reach. 675 00:42:41,119 --> 00:42:46,239 So it's not just about sending out posts, emails, banners, it's 676 00:42:46,239 --> 00:42:51,840 about if you might kind of it's about visualizing your total 677 00:42:51,840 --> 00:42:58,079 addressable market and building this kind of multiple faceted 678 00:43:00,079 --> 00:43:03,519 campaign that's designed to attract, engage, and educate 679 00:43:03,519 --> 00:43:05,599 your buyers before they buy. 680 00:43:07,039 --> 00:43:11,199 This is about getting seen and noticed at scale. 681 00:43:11,760 --> 00:43:17,119 And it might 600 posts a month, you might sound a bit like it's 682 00:43:17,119 --> 00:43:19,599 a bit a lot of work, but it isn't. 683 00:43:20,800 --> 00:43:26,000 The biggest time element is how long it takes to plan what 684 00:43:26,000 --> 00:43:27,039 you're going to do. 685 00:43:27,679 --> 00:43:30,400 And build out these domain assets and your call to action 686 00:43:30,400 --> 00:43:33,039 content like the PDS, downloads, that that type of thing. 687 00:43:33,280 --> 00:43:35,280 Or whatever you want to put in front of people. 688 00:43:36,159 --> 00:43:40,719 So I'll just show you how to how we do one track. 689 00:43:41,119 --> 00:43:44,639 Like I said before, one track is 30 posts, and you'll see you'll 690 00:43:44,639 --> 00:43:45,599 see how this works. 691 00:43:45,760 --> 00:43:47,119 So we go to here. 692 00:43:48,559 --> 00:43:51,840 So this is this is an illustration of of SX Reach. 693 00:43:52,079 --> 00:43:56,480 So we we we construct these, and this is kind of the the most 694 00:43:56,480 --> 00:43:58,880 important and kind of primary activity of this is getting 695 00:43:58,880 --> 00:43:59,760 exposure to your product. 696 00:44:00,079 --> 00:44:02,719 To your total addressable market, and the objective is to 697 00:44:02,719 --> 00:44:05,199 reach your prospects using social media, email, and 698 00:44:05,199 --> 00:44:07,679 banners, and that's what this is about. 699 00:44:09,599 --> 00:44:15,519 So you can see the similarities on this image. 700 00:44:16,880 --> 00:44:24,559 What's different is the title at the top and the text that goes 701 00:44:24,559 --> 00:44:27,519 in the post on LinkedIn. 702 00:44:28,480 --> 00:44:31,119 So how do we do it? 703 00:44:31,760 --> 00:44:33,360 We construct it. 704 00:44:35,119 --> 00:44:40,400 You've got a banner layer, a text layer, and a base layer. 705 00:44:40,559 --> 00:44:44,000 The base layer is that picture, is the as you can see, the the 706 00:44:44,000 --> 00:44:45,599 main picture in the middle. 707 00:44:46,079 --> 00:44:49,039 The middle layer is that title that I told you I just 708 00:44:49,039 --> 00:44:49,840 mentioned. 709 00:44:50,079 --> 00:44:52,960 And the banner layer is me across the bottom. 710 00:44:53,440 --> 00:44:55,199 And that's constructed. 711 00:44:57,440 --> 00:45:09,360 So you basically you get GPT, Claude, to generate 30 text 712 00:45:09,360 --> 00:45:10,000 files. 713 00:45:13,920 --> 00:45:20,079 And we use our system that puts the the bottom picture, the 714 00:45:20,079 --> 00:45:24,239 middle title, and the top banner, layers them together and 715 00:45:24,239 --> 00:45:28,880 constructs an image and creates the text that would go in that 716 00:45:28,880 --> 00:45:35,119 post at the top with a call to action link, schedules it, posts 717 00:45:35,119 --> 00:45:40,559 it, uploads it, goes out every day, every month until you stop 718 00:45:40,559 --> 00:45:40,880 it. 719 00:45:43,519 --> 00:45:46,880 It's it's exactly what you need. 720 00:45:47,280 --> 00:45:51,519 And as as I showed you before, that's just one campaign, eight 721 00:45:51,519 --> 00:45:52,000 of them. 722 00:45:57,280 --> 00:45:59,679 Eight times thirty, two hundred and forty. 723 00:46:00,559 --> 00:46:04,400 And they are the posts that you see on LinkedIn. 724 00:46:05,679 --> 00:46:06,880 And that's it. 725 00:46:07,760 --> 00:46:12,800 Now setting it up simple. 726 00:46:14,800 --> 00:46:17,519 Upload the information, it gets generated. 727 00:46:22,000 --> 00:46:24,000 Apresto, it happens. 728 00:46:24,559 --> 00:46:27,039 I mean it's it is as it's supposed to be as simple as 729 00:46:27,039 --> 00:46:28,639 that, and it is as simple as that. 730 00:46:30,400 --> 00:46:33,199 So then you go on, we get on, you know, but once once that's 731 00:46:33,199 --> 00:46:35,599 been done, so you you you've you've constructed all these 732 00:46:36,079 --> 00:46:36,719 posts. 733 00:46:38,960 --> 00:46:45,199 And now now my now my my my um teleprompter chooses to go 734 00:46:45,199 --> 00:46:45,599 really slow. 735 00:46:45,679 --> 00:46:47,199 I don't want it to go slow. 736 00:46:49,840 --> 00:46:52,559 Oh look, it's sped up, it's speeding up. 737 00:46:53,519 --> 00:46:55,599 So now we've got email. 738 00:46:55,760 --> 00:46:56,960 So we've gone to email. 739 00:46:57,039 --> 00:47:00,000 Now the thing with it with email is that our system integrates 740 00:47:00,000 --> 00:47:02,400 with any email provider using the API. 741 00:47:02,480 --> 00:47:04,639 Yeah, I mean you could do it manually, but if you do it 742 00:47:04,639 --> 00:47:07,760 manually in certain certain platforms, they strip out um the 743 00:47:07,760 --> 00:47:12,159 UTM codes, um, which we don't we we don't want that. 744 00:47:12,480 --> 00:47:17,199 Um so the whole thing with having the UTM codes in place, 745 00:47:17,360 --> 00:47:20,400 that's what gives you the visibility of what's happening. 746 00:47:20,960 --> 00:47:28,000 Okay, um, very similarly, you create the the the the the the 747 00:47:28,000 --> 00:47:34,400 image and the banner it and so on click you click the button, 748 00:47:35,840 --> 00:47:38,239 confirms what it is, sends it out. 749 00:47:41,920 --> 00:47:53,199 So the the everything that we're doing is I get I don't even want 750 00:47:53,360 --> 00:47:55,920 I how can I get tongue-tied if I've got a teleprompter, but I'm 751 00:47:55,920 --> 00:48:01,440 just it is so good, so organized, so structured, and so 752 00:48:01,440 --> 00:48:06,320 simple, and you do it once until you choose to stop a track and 753 00:48:06,320 --> 00:48:07,440 do another one. 754 00:48:08,159 --> 00:48:12,000 So you do this work up front, and it turns out I mean, even 755 00:48:12,000 --> 00:48:14,880 today, I've got 20 posts going out today, and tomorrow, and the 756 00:48:14,880 --> 00:48:15,840 next day. 757 00:48:19,920 --> 00:48:24,239 No, it's a no-brainer, but there's more because the next 758 00:48:24,239 --> 00:48:29,599 part of this is looking at the the the your banner adverts, 759 00:48:29,840 --> 00:48:33,920 because it's all well and good putting posting stuff on uh 760 00:48:34,159 --> 00:48:37,840 social media and then sending emails direct to people, but 761 00:48:37,840 --> 00:48:40,320 some those not then they although you've got their email 762 00:48:40,400 --> 00:48:43,599 address, their email address, they probably won't know you. 763 00:48:43,679 --> 00:48:46,639 Only a tiny, tiny, tiny number of people will know you. 764 00:48:46,880 --> 00:48:51,679 So the way of communicating and keeping kind of front of mind is 765 00:48:51,679 --> 00:48:52,960 through banner adverts. 766 00:48:53,039 --> 00:48:57,119 So you put you upload the email database to LinkedIn, output 767 00:48:57,119 --> 00:49:01,360 banner adverts which are similar but not the same. 768 00:49:01,920 --> 00:49:04,480 That's that's that's the bottom line, they're just similar. 769 00:49:04,719 --> 00:49:10,159 And again, the way that it it um gets orchestrated is put through 770 00:49:10,159 --> 00:49:17,920 um our platform and it's distributed, and I mean, like I 771 00:49:17,920 --> 00:49:20,480 said, the the reason we say it's similar is because you don't 772 00:49:20,480 --> 00:49:22,239 want the the creators to look the same. 773 00:49:22,320 --> 00:49:25,760 There's a thing called um fatigue, like image fatigue and 774 00:49:25,760 --> 00:49:26,159 so on. 775 00:49:26,320 --> 00:49:29,519 And so it it just it just shows that you're you are thinking 776 00:49:29,519 --> 00:49:31,199 about them, but also they go. 777 00:49:31,440 --> 00:49:33,440 I recognize that, I've seen that before. 778 00:49:33,760 --> 00:49:40,559 So you've got all this activity happening, the monitoring of it 779 00:49:40,559 --> 00:49:44,239 gets posted through to um our the the ops platform, the ops 780 00:49:44,239 --> 00:49:47,760 section, and again, with like I said before about asking 781 00:49:47,760 --> 00:49:52,000 questions, just ask Claude. 782 00:49:52,559 --> 00:49:54,800 It doesn't matter, it doesn't matter what you want, doesn't 783 00:49:54,800 --> 00:49:56,880 matter what combination you want, how you want to slice and 784 00:49:56,880 --> 00:49:59,440 dice it, ask Claude. 785 00:50:00,800 --> 00:50:03,840 So once all those three elements are in place, they're all 786 00:50:03,840 --> 00:50:05,360 operating on repeat. 787 00:50:05,920 --> 00:50:08,400 Emails and banners are activated when you're ready, everything. 788 00:50:09,280 --> 00:50:12,960 Every piece of data starts being collected every day. 789 00:50:13,599 --> 00:50:17,199 So, like I said, you can you can pull any report combination you 790 00:50:17,199 --> 00:50:17,519 want. 791 00:50:18,559 --> 00:50:20,639 And you could even map it, I don't know, it could be news 792 00:50:20,639 --> 00:50:23,920 events, holidays, kind of seasonality stuff, whatever you 793 00:50:23,920 --> 00:50:24,239 need. 794 00:50:25,840 --> 00:50:28,960 I mean it honestly, it's a bit like being a kid in a sweet 795 00:50:28,960 --> 00:50:29,440 shop. 796 00:50:29,760 --> 00:50:32,079 You've got everything you want, and then you've got this. 797 00:50:35,039 --> 00:50:39,679 And it's you could be feel a bit overwhelmed by all this and and 798 00:50:39,679 --> 00:50:42,800 kind of paralyzed by choice, but but the thing is you don't you 799 00:50:42,800 --> 00:50:45,280 don't need to choose, you don't need to worry about it. 800 00:50:45,440 --> 00:50:46,159 Just let it happen. 801 00:50:46,239 --> 00:50:48,079 That's that's what it's supposed to do. 802 00:50:49,920 --> 00:50:53,280 You want a question, get ask a question, get an answer. 803 00:50:55,039 --> 00:50:58,719 You go from this kind of process of look at all this data is 804 00:50:58,719 --> 00:50:59,679 coming out of my ears. 805 00:50:59,920 --> 00:51:02,159 Ask the question, get the answer through Claude. 806 00:51:02,400 --> 00:51:04,559 That's the big shift, that's what everything that we've 807 00:51:04,559 --> 00:51:05,039 built. 808 00:51:05,280 --> 00:51:10,719 The big query layer, telemetry, this whole UTM, um, the urchin 809 00:51:10,719 --> 00:51:14,719 tracker module, the whole the whole attribution thing, um, the 810 00:51:14,719 --> 00:51:17,840 download tracking, everything, that's the infrastructure that 811 00:51:17,840 --> 00:51:19,199 makes everything I've said real. 812 00:51:19,360 --> 00:51:22,159 I mean, it's properly proper, proper, proper, real. 813 00:51:23,039 --> 00:51:25,039 It's not aspirational or anything. 814 00:51:27,760 --> 00:51:33,519 I mean, it's it's it's an I even to the point of saying it's a 815 00:51:33,519 --> 00:51:34,239 new era. 816 00:51:35,760 --> 00:51:38,320 I'm not far I'm not wrong on saying that. 817 00:51:38,559 --> 00:51:40,559 For for B2Bs, that is. 818 00:51:41,199 --> 00:51:43,760 You look at this screen, this executive view. 819 00:51:44,000 --> 00:51:46,159 I'm not going to talk about next week and be the week after 820 00:51:46,239 --> 00:51:48,960 because next week I'm going to talk about live and about this 821 00:51:48,960 --> 00:51:51,920 kind of setup, and I'll show you what we got and and how it 822 00:51:51,920 --> 00:51:52,239 works. 823 00:51:52,320 --> 00:51:55,519 But um and what and and what the drivers are for it. 824 00:51:55,599 --> 00:51:58,320 And it's not complicated, okay? 825 00:51:58,639 --> 00:52:02,800 But what this executive view screen is, I'll show it to you 826 00:52:02,800 --> 00:52:03,119 here. 827 00:52:03,360 --> 00:52:08,320 What this executive view screen is, is that you've got social, 828 00:52:08,400 --> 00:52:12,559 email, and banner, you've got what happens during live and 829 00:52:12,559 --> 00:52:14,480 your visibility for live. 830 00:52:16,960 --> 00:52:23,679 And at any point, your prospects can book a self-service 831 00:52:23,679 --> 00:52:28,159 discovery call, they complete the self-service and have a 832 00:52:28,159 --> 00:52:30,719 meeting with you, with one of your salespeople. 833 00:52:30,960 --> 00:52:34,800 So all of that activity is right the way across the top. 834 00:52:34,960 --> 00:52:38,800 How many meetings this week, this month, how many proposals 835 00:52:38,800 --> 00:52:41,679 generated, how many quotes sent, because some of them will get 836 00:52:41,679 --> 00:52:42,880 edited and sent. 837 00:52:43,280 --> 00:52:45,840 Um, salesperson puts the figure into notion. 838 00:52:46,079 --> 00:52:48,880 Bingo, you've got the pipeline value for that quarter, the 839 00:52:48,960 --> 00:52:50,400 change on that quarter. 840 00:52:55,360 --> 00:53:01,679 This is absolutely everything that a sales organization, sales 841 00:53:02,000 --> 00:53:08,320 that B2B sales organization has ever wanted, and it's in one 842 00:53:08,320 --> 00:53:09,360 operating system. 843 00:53:11,360 --> 00:53:14,239 And SX Reach is just the start of it. 844 00:53:14,480 --> 00:53:17,119 Like I said, I'll come on to the over the next few weeks. 845 00:53:17,199 --> 00:53:20,320 I'm going to go go through each of these in in detail. 846 00:53:20,960 --> 00:53:27,280 But the the before I fit before I finish off, um I will mention 847 00:53:27,280 --> 00:53:30,159 the course because we have a we have a course. 848 00:53:30,400 --> 00:53:33,119 And the reason there's a very specific reason we have a 849 00:53:33,119 --> 00:53:40,639 course, because like I mentioned, I keep mentioning B2B 850 00:53:40,800 --> 00:53:47,199 organizations have been misled, misinformed, misguided, whatever 851 00:53:47,199 --> 00:53:51,920 you want to call it, when it comes to B2B marketing. 852 00:53:53,679 --> 00:53:59,920 The industry that generates the software has its largest portion 853 00:54:00,239 --> 00:54:04,159 in the consumer and in the consumer-based industries. 854 00:54:05,519 --> 00:54:09,679 And as a result, the uh the software strategies and tactics 855 00:54:09,679 --> 00:54:14,000 are based upon consumer activity, how consumers behave. 856 00:54:15,039 --> 00:54:19,280 Us as B2Bs do not behave in the same way when we're buying 857 00:54:19,280 --> 00:54:22,960 software or something for our business as we would if we walk 858 00:54:22,960 --> 00:54:24,960 past a shop and bought a pair of shoes. 859 00:54:26,960 --> 00:54:32,400 And that's and if if you understand that bit, that means 860 00:54:32,400 --> 00:54:36,239 every single person that is involved in sales and marketing 861 00:54:37,599 --> 00:54:42,719 or is connected to sales and marketing to generate revenue 862 00:54:43,039 --> 00:54:46,639 has all been told the same thing. 863 00:54:47,280 --> 00:54:51,039 So before you even think about going this this this this 864 00:54:51,039 --> 00:54:53,360 operating system is spectacular, let's get it in. 865 00:54:53,599 --> 00:54:56,559 No, you've got to understand the course first, just one person 866 00:54:56,559 --> 00:54:57,920 needs to do the course, I think. 867 00:54:58,000 --> 00:55:00,079 So that's how we're recommending it. 868 00:55:00,239 --> 00:55:03,519 One person in your company does the course first, you or um 869 00:55:03,519 --> 00:55:09,199 someone that you trust does the course first, evaluates it, talk 870 00:55:09,199 --> 00:55:14,000 about it, and then make a decision how you want to move 871 00:55:14,000 --> 00:55:14,639 forward. 872 00:55:15,679 --> 00:55:19,519 The suggested recommendation is one or two people do it first, 873 00:55:21,119 --> 00:55:25,280 then you decide who else needs to do it, and when everybody's 874 00:55:25,280 --> 00:55:28,159 on the same page, start implementing and putting the 875 00:55:28,159 --> 00:55:29,679 operating system in place. 876 00:55:31,360 --> 00:55:33,920 Because then once you do the course, the operating system 877 00:55:33,920 --> 00:55:38,079 makes absolute complete sense, and that's it. 878 00:55:39,440 --> 00:55:46,400 So I think that um it's strange, is when I move my mouse, it 879 00:55:46,400 --> 00:55:47,760 moves quickly more quickly. 880 00:55:48,000 --> 00:55:51,840 But next week, as I said, I'm going to talk about um uh Sales 881 00:55:52,000 --> 00:55:55,599 Exchange Live and what it means to do broadcasting and doing 882 00:55:55,599 --> 00:55:57,519 your own live shows every week. 883 00:55:57,840 --> 00:56:01,119 But like I said, this is a new era. 884 00:56:02,719 --> 00:56:05,679 You've got to kind of look at it in that respect. 885 00:56:05,920 --> 00:56:07,440 But that's it, that's all for today. 886 00:56:07,599 --> 00:56:08,719 That's all for today. 887 00:56:08,880 --> 00:56:11,599 I will see you same time, same place. 888 00:56:11,679 --> 00:56:13,519 Let's go back to maybe that one. 889 00:56:13,840 --> 00:56:15,440 Same time, same place. 890 00:56:15,920 --> 00:56:17,599 And I hope you have a great week. 891 00:56:18,639 --> 00:56:20,079 And I'll see you then. 892 00:56:20,320 --> 00:56:20,960 SPEAKER_00: Bye for now. 893 00:56:21,280 --> 00:56:24,719 You have been listening to the GTM Reset Podcast, the audio 894 00:56:24,719 --> 00:56:27,119 edition of the Sales Exchange live show. 895 00:56:27,360 --> 00:56:30,000 If this episode reflects what you are seeing in your own 896 00:56:30,000 --> 00:56:33,599 business, the next step is to explore the model properly. 897 00:56:33,760 --> 00:56:36,559 Use the links in the description to watch the full video 898 00:56:36,719 --> 00:56:37,280 eventually. 899 00:56:42,320 --> 00:56:45,199 If you want to see how this will be organized,