Alright, welcome back to another episode of Sales Transformation brought to you by Ledium. I'm your host, Collin Mitchell, and we've got Alan Zo back on the show. He's the co-founder of Warmly. The last time we had Alan on, we talked a little bit about all of the pivots that Warmly has made and the story behind what has made Warmly go in the direction that they are with this idea of warm outbound. And today we're going to dig a little bit deeper into revenue orchestration and what
Yeah. For anybody who missed the first episode that we had you on, do you want to give us just a little bit of background on yourself and then we'll dig into today's Yep. So I was, I'm one of the co-founders. I started off as one of the engineers and then became CTO and moved around a lot internally within the company in various roles from sales, And, uh, The last time we had you on, we talked about this problem that you guys have taken on to solve where you actually worked within Warmly as
an SDR. And the biggest problem that you found was when it was the right time to engage with prospects. And so today we're going to talk a little bit about revenue orchestration. First Awesome. Yeah. So revenue orchestration. The whole idea behind this is that in order to properly execute some of these signal-based intent outbound or sales or marketing efforts, and a lot of this comes from account-based marketing, is
right time, right message, right channel, right person. You need many things happening simultaneously at once to be done effectively. because the average buyer's headspan is like a Gartner statistic out there, especially for someone viewing a web page is like eight seconds. You got like eight seconds to make an impression with your
website and then they're gone. So how can a rep, you know, research that person, that account, understand the context behind it in the CRM, and then reach out with the right message all inside of eight seconds? It's not possible. And then simultaneously calculating that one person parallelized because there's, you know,
maybe 10, 20, 100 people on your site simultaneously as well. And so it's a big expectation, but at the same time, I think about in terms of brick and mortar stores as well, because when you walk into a brick and mortar store and you have a question about like one of the items, but no one's there to answer. And instead you get a call like a week later, like, Oh, you had this question about this one shirt. Here's, here's, here's the
deal with it. It's already too late, way too late. And that analogy can be applied to B2B SaaS, can be applied to software sales, That's right. Bought it from the store across the street who Yeah, yeah. So, I mean, the interesting thing here is, you know, this really helps sales and marketing be more aligned with a common goal, right? Because marketing's spending a lot of time, energy, money, sweat, blood, whatever, to get people to the site, right?
And once they get to the site and they convert, whatever that looks like, you know, it's sales job to get them to the finish line. So this is really helping solve, you Totally. I love this because And warmly over here, we're of the opinion that obviously after 2020, much of marketing and sales and the strategy that worked in the past, pre-2020, doesn't work anymore. It's changing. So like cold is getting more difficult. And of course, this is a very hotly debated topic. People might
be switching over to something more like warm. Sequences, targeting, paid, all these things are getting a lot harder. But at the end of the day, when someone is thinking about you or they're introduced to your product or your company or your brand, One of the first things they're going to do
is they're going to visit your website. And so marketing's job, like I've started to learn this as well more and more, is that it's to raise awareness, get people to understand your brand, have a good positive impression of your brand. What is brand to me? Brand is actually reputation. So the moment that we bring people to the site is when the roles and the integration between marketing and sales has to be really tight. They come to the website. And
then the next thing that happens is we need to convert them from the website. And that's also part of marketing's job. But this is where it starts to blend because with a tool that allows you to chat with the person who's on the site and then convert that into a sales conversation, that's where you're sort of really aligning marketing and sales efforts together. Converting website traffic. And that's one of the things
Yeah. And I think that the, you know, with more and more teams realizing that it's not about quantity anymore, right? It's about quality, good engagement with the right prospects at the right time. And, you know, everybody understands this, that, you know, sending thousands of emails and, you know, getting, you know, less than 5% conversion, it just doesn't work. Or hiring a bunch of SDRs and putting them on the phone and smile and
dial is not an effective strategy. And the challenge that I think a lot of people are having at least when I'm talking with leaders with outbound is that there's just way more competition for your prospect's attention, right? Everybody's inbox is full with stuff that they don't read, so even if you have a great product, you're solving a real problem, and you actually took the time to write a well-crafted, personalized message, maybe even one-to-one, like not even a sequence, the
chances that it gets read are pretty slim. I see at least on outbound, phone has the highest conversion, but Why not have a way to reach the right people That's right. Yeah, no, it's absolutely true. It is getting a lot harder. It's hard to distinguish what are the positive signals, but, you know, one of the, I come back to this again, the website is the central choke point for all of your marketing and sales outbound efforts. All that stuff will
eventually lead back to the website. And the fact that they're on your website, and if you knew how they got there, like they came from a podcast and knew that was a high converted channel, or they came from paid, then you could do something about that. And so, yes, this whole idea of like signal based selling, signal based. Brian Hamer from gmail.com is active on the website. That's hilarious. That's actually our product telling us that someone is on our website. You
tells you when one of your accounts that you own is on the website. And there it is. That's exactly right. So if I responded back, maybe that person would have had a The interesting thing that I think most people don't realize is, even though let's say you're doing cold outbound, Most people are going to come to your website before they reply to your email, right? They're going to check out if they want to reply, right? They're not going to just, hey, you wrote a clever email
and I'm going to reply to you. Typically, they're going to take that domain. They're going to look at your website. They might look real quick and decide, is this something I'm interested in or not? And so with something like this, you now have the ability to see, hey, I sent Alan a cold email, maybe three cold emails. On the third one, he actually opened it. Now he's on our site and he's on the pricing page. So what is
Yeah, that's a great point. I mean, some of the signals that we also integrate with it isn't just the website, but it's also a third party intent, like Bombora, to see what research topics they have. So you're trying to gather as much information as possible on the prospect and create the right triggers, like the combination of triggers. And so you can create these things like this, that not only are they on the pricing page,
but this is their fifth time on the pricing page. and their target account from their account list. And their research topic indicates that they're hot for your product because they were searching for these key topics in the past seven days. And on top of that, three other people from their company also visit the site. So once all these conditions are met, then notify the rep. And again, it's at least personal opinion here, but if you have the timing right and you have the
person right, what you say actually matters a lot less. So it's really distinguishing. The timing and the person, these two can operate on their own. And then you can just say, Hey, what's up? And they are more likely to respond to you just from a, Hey, what's up? The timing is right. Then if you concocted something crazy and like, Oh, I saw you came in from Yeah. Yeah. And, and, and what to say is usually the thing that people struggle with the most. Right. Um, which
That's right, yeah. We found it to be very simple. If someone is hungry, like I like this analogy that when you're going out drinking at a bar and it's 2 a.m. and you're hungry and you walk outside the bar and there's a hot dog stand, I mean, that hot dog stand is going to sell out. The fact that that hot dog stand is there doesn't matter. But any other time during the day, it wouldn't get my business. But just at 2 a.m. at that precise time. He
didn't need to say anything. I didn't need to. It's just mutual understanding that I'm going to buy that hot dog. And that's kind of what it's at least how I see it. When someone visits the site and they have high intent to have Yeah. And the interesting thing is you might not even like hot dogs, but you're eating one and you probably paid top dollar for Yeah, inebriated, you know, Thanks for tuning in. Please don't forget to like and share so we can help more