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Gross sales Pipeline Radio, Episode 345: Q & A with Manny Medina | Heinz Advertising and marketing Receive US


Be taught concerning the significance of adaptability, prioritization, and leveraging AI to boost productiveness and keep aggressive within the evolving enterprise panorama.

By Matt Heinz, President of Heinz Advertising and marketing

In case you’re not already subscribed to Sales Pipeline Radio or listening stay Thursdays at 11:30 am PT on LinkedIn (additionally on demand) yow will discover the transcription and recording right here on the weblog each Monday morning.  The present is lower than half-hour, fast-paced and stuffed with actionable recommendation, greatest practices and extra for B2B gross sales and advertising professionals.

We cowl a variety of matters, with a deal with gross sales growth and inside gross sales priorities. You may subscribe proper at Sales Pipeline Radio and/or take heed to full recordings of previous exhibits all over the place you take heed to podcasts! Spotify,  iTunesBlubrry, Google Play, iHeartRADIO, Stitcher and now on Amazon music.  You may even ask Siri, Alexa and Google or search on Audible!

This week’s present is entitled, Why AI Will Redefine the Workplace, for the Better“.  My visitor is Manny Medina, CEO at Outreach.

Tune in to learn to:

  • Embrace Change and Prioritize for Success: In 2023, adaptability and disciplined focus are key to thriving. Prioritize correctly, because the period of overinvestment and development in any respect prices has developed.
  • Shift Focus from Duties to Jobs: Disassociate duties from gross sales jobs. AI can deal with routine duties, liberating salespeople to deal with constructing relationships, fixing issues, and creating worth.
  • Increase Productiveness with AI: Gross sales leaders should harness AI to extend group productiveness. Reduce the “swivel chair tax” and spend money on significant buyer interactions to remain forward of the competitors.

Watch the LinkedIn and YouTube video, hear in under and/or learn the transcript under.


All proper. Welcome everybody to a different episode of Gross sales Pipeline Radio. I’m your host, Matt Heinz. Excited to have you ever right here for our first episode of September. I dunno the place the 12 months’s gone. Manny, my daughter, my oldest little one simply began highschool. I want time to decelerate for a wide range of causes, however pleased to be right here on one other Thursday. It’s for these of you who’re becoming a member of us on Gross sales Platform Radio stay from LinkedIn or YouTube. Tremendous excited to have you ever right here in the course of your workday and workweek. If you wish to be part of the present, you are able to do so stay. Make a remark in the event you can have a query, a remark, a rebuttal. It’s a bit little bit of a household present, so preserve it secure and the sane. However we will make you a part of the present. We will ask your query stay, provide you with a shout out right here on the present. So if you wish to take part, please do. In case you’re watching and listening on demand, thanks a lot for downloading and subscribing each episode of Gross sales Pipeline Radio all the best way again, all 345 plus now, all obtainable on demand at It is a actual deal with. Very excited to have with us immediately, the founder and CEO of Outreach, Manny Medina. Manny, the way you doing?


I’m glorious, man. Completely happy to be right here.


We had been simply joking earlier than we received began right here that as we document this in early September of 2023, I used to be speaking to a different CEO that you just and I do know, and he requested me the way it’s going. I’m like, not my favourite 12 months of all of the years, and I feel lots of people can resonate with that. However you made a superb level about sharpening the metal proper now and figuring out that you just get by way of this, they’re going to be higher, however figuring out the place to deal with issues proper now and I’d like to have you ever share a few of that.


Yeah, I feel that it is a 12 months by which we come from a world by which we are going to do the whole lot. We’ll do one among every. We’ll tackle as many tasks as we may, and our portfolio was very giant and really broad with the hope that lots of these issues can pay out, and now we’re pressured to prioritize. In case you don’t have one or two issues that you just’re engaged on and also you’re placing all of your sources behind, you’ll be doing it flawed. The urge for food for overinvestment, the urge for food for waste, the urge for food for development in any respect prices has gone out the window. So now it’s important to be very bold of constructing certain that each greenback lasts and that the likelihood of issues paying out is increased than common. So I just like the self-discipline, I just like the thought that it is a world by which it’s important to make your investments flip into money in a really brief time frame. And constraints truly free you to be extra artistic. The creativity and the constraints is much extra thrilling than the time by which you don’t know what to do with the money. You probably did the whole lot. So it’s not bitter grape argument, simply to be clear. It’s extra of a, it is a totally different world, however a world that rewards those that are prepared for it.


I actually admire what you simply stated. I feel a buddy of mine who I labored with at various startups who’s truly working enterprise gross sales at Smartsheet now, once we labored collectively, he had a saying on the high of his whiteboard that stated, startups usually don’t starve. They drown. Proper? They tackle too many issues. You attempt to do too many issues. And an enormous a part of technique is selecting. And earlier than we get into that, I wish to discuss gross sales platforms and AI and the issues we have a tendency to speak about, however I like this subject. I feel if you’re prioritizing, if you’re selecting the issues to prioritize, by definition, you might be leaving issues on the desk and another person in your organization in your world cares about these issues, you’re not prioritizing and they’re going to remind you of that, proper? And that’s an nervousness spiral that helps nobody. As an entrepreneur, as a frontrunner, I’ve simply been so impressed at the way you’ve constructed tradition and pushed the group and the expansion at Outreach. How do you encourage your group to not solely prioritize, however settle for typically the ramifications of the issues that you just’re not doing?


Yeah, it’s a actually good query as a result of there’s no silver bullet for it. And the entire disagreeing commit solely works so many occasions the disagreeing commit is you may have a cookie jar and also you solely have so many cookies within the cookie jar. When you’ll be able to have any person disagreeing commit earlier than they’re like, alright, you’re simply telling me what to do with out promoting me. And I feel that one of many issues that we did rather well by having 4 co-founders as supposed to make use of one is that I couldn’t get my co-founders to do something as a result of see, I’m the CEO as a result of the CEO was the one job not taken, once we began the corporate, all people else would choose a lane and the CEO was a lane that wasn’t picked. So the job for me to get something going was to need to promote the thought.

So we received very used to promoting to one another. So we couldn’t simply say, we’re going to go do X, we’re going to need to, for me to persuade my co-founders to do X or Y, I’ve to go promote them to the X and the Y, and I’ve to usher in proof and I’ve to cope with the counter arguments and we’ve got to spend time on this rock tumbling. And the tumbling and the friction of the concepts made the rock shinier over time. So we received actually used to promoting arguments versus making arguments, promoting concepts and promoting propositions versus forcing a proposition by way of.

On this time by which it’s important to go away issues on the desk, it’s truly higher than that. You must go away issues on the desk that different individuals are very hooked up to it and that your opponents are going to choose up and run with it. So not solely are you going to get the noise internally from saying, Hey, I wish to try this, it’s on the desk, however your competitor goes to run and go along with it. After which whoever had the thought, it was hooked up to the thought on the desk’s going to say, have a look at the competitor is working with it. See, I informed you,

And I imply, it’s important to be okay with that. You must be, sure, it’s on the desk. Yeah, I do know you prefer it. Yeah, I do know any person else flawed with it. Our wager remains to be this one, and the rationale it’s nonetheless good is due to X, Y, and Z. And it’s okay to resell the thought. It’s form of like rekindling the love together with your companion. You must do each infrequently, in any other case it goes stale. So it’s okay to resell the thought, however we’ve got to be aligned. The one factor that isn’t a sacrificable factor is alignment. You must be aligned. You may’t be doing this one factor in any person else doing one other. That’s the case of that. That’s the way you die rapidly.


That’s so good. In case you haven’t learn, and I wish to transfer on to a few of these different matters we needed cowl, however I can’t bear in mind the precise title of it, however there’s an article, go Google like Legos on the desk. Principally this idea of as you develop what you are promoting, there’s 1,000,000 issues you’ll be able to deal with, prioritize what you need, go away the remainder of the Legos on the desk. Another person might choose them up and determine that’s a precedence. And people issues, in the event you prioritize properly as a group, as a person, can transfer what you are promoting ahead. However I like the idea of simply focus, be keen to kind of say, there’s solely so many occasions you’ll be able to disagree and commit and shout out to Jill Richards who’s stated right here within the feedback that saying not more than sure. That’s what focus is. Discovering the issues, saying no extra usually, saying sure to a small variety of issues, shifting it ahead.

Suppose a bit bit to one among our different matters immediately is that this entire thought of AI within the office, and I do know I wish to discuss what that suggests round having a platform mentality in your gross sales tech stack as properly. I really feel like we’re on this second the place all over the place you flip, you learn concerning the emergence of AI and the significance of AI and the way forward for ai. But on the similar time, I discover so many individuals that simply wish to have their head within the sand which are like, I don’t know what that is. I’m going to disregard it. I’m going to faux it’s not going to occur. We’re very early days on this, however that juxtaposition is absolutely attention-grabbing to me. Now that stated, AI has been in lots of instruments we’ve had properly earlier than chatGPT. I do know that ai, this isn’t a gross sales pitch, however I’m a cheerful Outreach buyer. I do know, and I’m grateful that there’s AI within the platform that I exploit and our group makes use of for gross sales engagement. However in the event you’re a gross sales and advertising chief watching, listening to this proper now, how do you have to be desirous about AI within the office and why does that matter?


The primary in instantiation of AI is to do a survey of your instruments of no matter you’re utilizing and determining the place is AI serving to, who is definitely embracing and the way is it displaying up within the type of taking a process away or changing a workflow with one thing else that was not accomplished earlier than? So for example, in the middle of Outreach, in the event you have a look at a process of constructing sequences, so our first instantiation of AI is in fact the degenerative providing of writing the emails for you. That’s par for the course proper now. However as you’ll be able to see the development of AI, you will notice that Outreach will write your individual sequences, so that you don’t have to fret about that. It is going to mechanically generate your AB testing. Within the case of Kaya, it should generate your playing cards. And one of many issues that we’re about to launch is scoring.

So there’s a scoring of the calls, however the scoring of the calls solely occurs put up facto by a supervisor, and it needs to be handbook when actuality doesn’t have to be. You already know what a terrific name seems to be like. So why don’t we create an AI scoring mechanism that really helps to rep a rating higher in the course of the name so she doesn’t have to attain after the decision and the way a name went. It could possibly truly enhance as the decision goes by way of and enhance the rating of the dialog primarily based on the outcomes that you just count on within the dialog. So the very first thing you do is ensure that each one among your suppliers or your distributors, your companions are embracing AI themselves in a method that’s extra significant than the apparent. That’s primary. And that they’re doing a responsibly, proper? They’re not exposing your knowledge.

They’re not simply connecting to ChatGPT and throwing your knowledge on the market as a result of that turns into a part of the general public area, et cetera. So ensure that that’s taking place. In order that’s go do now. The second facet of it’s, look, the gorgeous a part of the AI and the scary a part of the AI is it may be no matter you need it to be. And that creates lots of both for individuals who are early adopters and innovators leaning ahead and being like, alright, what can I make or not it’s? And for individuals who are a bit bit extra on the pragmatic facet, they’re like, present me first earlier than I bounce in too early. And once we go speak to our personal buyer base, it’s a bit bit divided, some folks might be like, yeah, give me all, give me now, give me quick, give me flying vehicles.

And a few others are saying, no, no, no, no, no. I heard that AI hallucinates, AI makes it up. AI does these different issues and I don’t wish to be a part of that equation. So what all of us must do as an trade is proceed to promote the imaginative and prescient of no matter that imaginative and prescient is or because the imaginative and prescient is. There isn’t a world by which there’s a basic AI assistant for reps and managers. Proper now the best way it exhibits up is within the process, proper? You’re going to do a name, you’re going to do a deal inspection, you’re going to do a forecast, and AI is helping all these issues. However panacea or the world that we think about is one by which you get up and your AI tells you, Matt, immediately you bought two offers to shut. You bought three offers that received pushed out and the client went chilly.

So that you must reengage that dialog. You’re brief on pipeline for subsequent quarter and you’ve got a QBR on the finish of the week that that you must put together for. Would you prefer to e book your calendar stuffed with these actions and arrange your day accordingly in order that your day is the best? After which when you go into every of these duties, there’s one more AI who’s guiding you thru be optimized round making a deck or working a gathering or working your name or getting ready in your QBR. So that you just see that there’s a nesting of AI, one that’s generalized in your day or the context of what you’re attempting to do. And that’s very process particular and issues are going into that route and it’s very encouraging. So all of us must A). transfer in that route, and B). ask our distributors to begin shifting in that route too so we will get essentially the most productiveness out of the functions that we purchase.


So one of many variety of methods I’ve tried to get folks extra comfy and extra out of the worry cycle of AI is to speak about like, Hey, hear, let’s assume for a second you’re not going to lose your job. Let’s assume for a second you’re going to have the ability to nonetheless pay your mortgage. You’re going to have one thing to do. We separate this concept of duties and jobs. The job of promoting in 1960 is a bit totally different than what it was 40 years later versus the place it’s now. The duties are totally different. The job, the result remains to be the identical. So if you consider a process, a job, after which the physique of labor to get there, if you’re in gross sales, your job is to not write emails. Your job is to not observe a sequence. Your job is to not shoehorn your method into somebody’s calendar. The job within the physique of labor is to construct a relationship, create a win-win state of affairs right here. So speak a bit bit concerning the context of AI and in addition, I imply this type of speaks to the significance of kind having a constant strategy to all these totally different duties and jobs to do the physique of labor properly.


Begins, I feel I stole this from any person else, it’s mindset, device, skillset. So it all the time start with a mindset, and that is the issue, is that in the event you affiliate your value, your self-worth with the duties that you just do, then you definitely’re in bother. So if you’re a terrific electronic mail author, if you’re a terrific follow-upper you realize what I imply? If you’re a terrific preparer for conferences, these issues are going to go away. It’s like I like washing dishes, however I’m not higher than the dishwasher. I’m truly extra wasteful. You see what I imply? I discover washing dishes as a zen second, however the machine is method higher than me and extra environment friendly, and that’s all types of issues. So we have to disassociate ourselves from the duties that we do and affiliate ourselves with the targets that we’re attempting to attain as an entire.

In order a gross sales rep, your purpose is to resolve an issue, establish the issue, clear up the issue in a method that’s win-win, construct that relationship so you will get permission to resolve the subsequent drawback. You see what I imply? And there’s no AI that may ever substitute that as a result of there’s a lot that may be very human to human communication that’s kind of like fifth sense stage stuff that we will’t code that gained’t get replaced. So get good at doing that. So repair your mindset into an expansive method of seeing alternatives versus seeing threats. Whenever you purchase a automotive, in the event you purchase a Subaru, hastily you begin seeing Subarus all over the place. So in the event you repair your thoughts and saying, look, AI is a menace, you’re going to see menace all over the place and also you’re going to see nothing however threats.

However in the event you repair it in your thoughts and saying, look, AI is a chance, then you definitely begin seeing alternatives all over the place. So that you must begin fixing your thoughts. It’s like, what are you able to do for me and the way can I establish extra alternatives? Then the second factor is that you just’re repair it in your course of. Should make it a part of your course of so you’ll be able to be ok with doing it. So it turns into chopped wooden carry water form of stuff versus being all, what’s it going to do for me? Is it hallucinate? Is it going to do one thing bizarre? And the third half is it must be a part of in the event you’re a supervisor otherwise you’re a part of a company, it must be a part of the organizational tradition in that it’s okay so that you can disrupt your job to discover a higher approach to do it. That must be culturally acceptable that I’m going to interrupt this course of to give you a greater course of as a result of a greater course of will get into the result sooner. So I’m going to cease there and see,


No, it’s actually good. We’re speaking immediately on Gross sales Pipeline Radio with Manny Medina, he’s the founder and CEO of Outreach. And I discover it attention-grabbing that among the similar those who fear that the BDR perform goes away due to AI are additionally the identical ones who complain that their gross sales group doesn’t spend sufficient time actively promoting that they spend all their time doing administrative duties and writing new emails, and you bought 14 totally different tabs open with 14 totally different instruments to do 14 totally different components of the method. And so it simply appears to me like if we would like the artists, the craftsmen, that our salespeople to do what they do greatest, if we would like extra lively promoting time, if we would like the humanity and gross sales to be the vast majority of what they do, there’s a lean in second there for AI, but additionally a lean in round actually enhancing the method and never having 14 tabs open anymore.


Completely. And I feel any person at Verizon referred to as this the swivel chair tax. There’s an actual tax of going from an utility to the person expertise is totally different. You’re attempting to recollect the place issues we’re at. And the actual impetus for all of us leaders is to determine methods to decrease the swivel chair tax and take duties away from our reps in order that they will deal with fixing any person else’s drawback. See, the gorgeous factor about gross sales is that your job is to get into any person else’s thoughts and see the phrases and never being spoken. And to learn between the traces is to get your self into this hyper empathetic viewpoint the place you might be actually understanding out of your buyer viewpoint what the issues are so you’ll be able to truly craft an answer.

And the extra time it’s important to try this, the higher off you’re going to be. So I simply don’t see a world by which we proceed to do that nonsense of 20 level options to the 5 jobs as a result of that’s simply not the place the world goes. You see what I imply? So the result that we’re seeing is an AI that works on the again of a single platform the place you are able to do your prospecting job, your deal qualifying job, your forecasting job, you run your conferences, you construct your account plans, meet your motion plans, and the AI simply learns from all that and kind of continues to get higher in serving to you at your entire job, not simply every of the duties.


Yeah, I had actually earlier immediately, I had with a CMO who was simply actually fighting getting their BDR perform to work and achieve success. And over the course of the decision, I spotted a pair issues. To begin with, they had been centered on BDR because the perform. I stated, that’s not the technique. That could be a tactic. That could be a channel that could be a element of what’s an even bigger technique, which of their case is like an outbound movement for goal accounts. And I stated in the event you’re setting it as much as automate it and simply do it mechanically, you’re going to ship a bunch of crap spam to a bunch of individuals that isn’t going to land properly, versus saying, what’s our technique for partaking in constructing worth with this viewers? We leverage machines and robots and instruments and knowledge to inform us who to name subsequent.

I imply, regardless of how sophisticated this all will get account-based motions, no matter. Each gross sales rep I do know simply has the identical questions. Who do I name subsequent and what ought to I speak with them about? Proper? And the very last thing you wish to do is go spend, I bear in mind again within the day spending 45 minutes doing analysis to depart a 30 second voicemail. That doesn’t sound very environment friendly. And but folks nonetheless try this. So I take into consideration the machines, I take into consideration the instruments, I take into consideration the information that may shorten that point that inform me not solely assist me make a greater name and higher dialog, however to quick observe that data to me for me to go have extra time in entrance of my prospects versus extra time in entrance of my CRM and that swivel chair mentality,


Proper? No, what’s actually attention-grabbing, I hear this quite a bit, proper? Is the BDR job going to go away? Is the SER job going to go away? New applied sciences do that, show some issues and there’s extra. The outdated expertise finally ends up discovering new makes use of. So for example, we nonetheless see SDRs being productive whenever you’re attempting to crack into new markets when no one is aware of you, the place a individual to individual dialog about what the hell is that you just do and the way I will help me within the basic sense of my group is effective. So having a dialog at that stage is tremendous useful in new prospects. Or I additionally see SDRs and BDRs being useful in enlargement place. So there’s a place by which you deploy it, however the basic statements of like, oh, it’s working or it’s not working, lacks the context. What trade are you in? Is it oversaturated? Are you already a winner and all people is aware of you? So the SDR incremental code will not be going to assist. So this basic statements are simply madening as a result of that is the issue of social media that the pithy arguments wins the day and it lacks the consistency and the nuances that we as organizational leaders want to truly decide.


The final query I’ve for you is, and we’re September, proper? And individuals are already beginning to consider subsequent 12 months, which is wise, I feel have a tendency to think about This fall. In case you’re a calendar fiscal 12 months, Q 4 is quarter zero is the time. You need to kind of get your thoughts proper, as we talked about earlier, strategize and put a few of these issues in place. What are some productive issues and sensible issues that gross sales leaders ought to be desirous about in prioritizing for his or her groups utilizing expertise and AI into 2024?


If you’re not actively desirous about making your reps extra productive and minimizing that swivel chair tax your competitor is. We’re in a world proper now that as a result of everyone seems to be to a point frozen, it’s important to overinvest in that buyer relationship. The winner in this type of surroundings is established order. So it’s important to work out what’s your key, your strategy into that buyer dialog that may unseat on established order and get the dialog open, not even in your product, however simply the dialog going. That may very well be an overinvestment in SEs, that may very well be extra overlay reps. It may very well be various issues. However for you to have the ability to make that funding, it’s important to get effectivity out of some place else. You gained’t be capable to simply add headcount and name it good. You must get your reps from being out on 50 to 60% participation to love 70, 80, 90% participation. And in the event you’re not planning for it, any person else will. So it’s important to get your thoughts proper, and it’s important to lean in and to make productiveness positive aspects with the intention to spend money on your gross sales cycle in a method that is smart.


Nicely, whenever you say opponents, I take into consideration that two methods. I feel one, your direct opponents attempting to promote to the identical prospects are adopting this expertise, making it simpler in your prospects to purchase, creating a greater expertise with their gross sales group than your gross sales group, your different opponents, the opposite startup down the road that wishes to rent salespeople, proper? Proper. And so dude, that 45 minutes simply to depart a voicemail. That hurts, proper? Since you’ve been there. In case you’ve been vendor, you’ve been there. In case you’re doing all of your homework and doing it proper, if another firm can provide you a chance to supply the suitable device set to be simply as profitable or profitable to do extra of the job that you just love, that’s going to be a aggressive differentiator within the hiring market, not to mention your aggressive market in your go-to-market technique.


After all. And in the event you don’t have excessive performing reps, it’s simply as dangerous as not having expertise. This isn’t a static sport. The sport doesn’t finish with expertise or go to market. You must have all of it play properly in sync.


Manny, I understand how busy you might be. I actually admire you taking the time immediately to do that. Everybody, try They’ve received a convention developing right here in Seattle. I’m tremendous excited to get out for that one and simply try their content material as properly. Tremendous great things, Manny. Thanks a lot.


Thanks. And are available to Unleash. See you all later.


All proper, we’ll see you at Unleash. Thanks everybody for becoming a member of us immediately. We’ll see you subsequent week on one other episode of Gross sales Pipeline Radio. Take care.


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