NICK: Yeah. I'm curious, when you've walked into kinda new situations, or you've taken over a new marketing organization, how do you go about the process of auditing where the leaks are? How do netherlands whatsapp number you understand? Because a lot of things could be working well, but if one sort of piece of the funnel is broken or leaking, that can impact your entire organization, how do you go about auditing where that is?
ANNIE: Well, this is... you build relationships with people, first and foremost. And that's the first thing you have to do is you have to understand the people you have, you've gotta understand their strengths and weaknesses. You've gotta understand, you've gotta have them present their data to you, and then really build that trust with them, let them know that you're really, truly here to help them be more effective at their jobs. And then once you do that, they tell you the story. I mean, you can only get so much on your own if you really build that trust, and make everyone realize, "Hey, you know, my goal is to retain you here. You know, my goal is to help you grow to the next level. I'm bringing some new things in, but I also know that you know things that I don't know, that I would like to learn from you." And if you can create that partnership with your team, they're gonna help you find the leak. So, to me, doing an audit is a team effort, it's all hands on deck, down from, you know, CMO, all the way down to individual contributors, you know, down to marketing operations, to everyone. And everyone working together to kind of figure that out, on top of working with sales.
"What do you think sales, how's this going? Are you getting these leads?" You know, and I think that it becomes fairly clear because you can see what's going in and what's coming out, and hopefully you've got the ability, at least fairly quickly, to figure out what channels these are coming from, and then you can just look at benchmarks for what those conversion rates should be in your vertical, or sub-vertical, or industry. And of course, you're bringing your own experience in terms of, Hey, you know what, at sales qualified opportunity we should be about 50%. If you're at, you know,30%, or 20%, or 15%, something's wrong, is it that we're not qualifying enough? Is it that we've got our qualification metrics wrong? Is it a SDR process, a sales process, a marketing process? So that's sort of how I attack it.
