In this episode of the Distributed Truth Podcast, Evan Dunn is joined by Sebastien van Heyningen, a seller turned RevOps expert and the founder of Central Metric. Central Metric helps B2B SaaS companies increase revenue efficiently through building scalable systems.

Sebastien van Heyningen discusses the importance of focusing on the buyer journey in a holistic manner and the challenges companies face in achieving this. He emphasizes the need for a consensus on the buyer journey and the importance of understanding the steps that buyers actually take. Sebastien also highlights the limitations of the concept of a single source of truth and the need for each team to have its own truth-filled operating system. He suggests tracing the best buyer journey that has been delivered and combining it with the existing true north to create an automated and easy-to-follow version. Sebastien also advises companies to ask their clients and gather insights from various sources to understand the steps buyers need to take.
 

TRUTHS OF THE DAY

The buyer journey is more important than the offering.

 “We're all kind of doing the same stuff and the folks that actually do it in a holistic way and consider every step, what experience the people that you're trying to engage with are having, those are the ones that win. I put an article up recently that was like, the buyer journey is more important than the offering. And I think as the market becomes more and more crowded, that becomes more and more true.” - Sebastien van Heyningen

The importance of collecting insights from buyers. 

“We're all kind of doing the same stuff and the folks that actually do it in a holistic way and consider every step, what experience the people that you're trying to engage with are having, those are the ones that win.” - Sebastien van Heyningen

Connect with Sebastien van Heyningen and learn more about his work:

LinkedIn: https://www.linkedin.com/in/sebastienvanheyningen/

Central Metric: https://www.centralmetric.tech/services/
 

Connect with Evan to learn more about Syncari and The Distributed Truth podcast:

Evan Dunn | Syncari | Syncari.com

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The importance of revenue maturity towards customer care, customer success, and growth. "And I'm really hoping that revenue maturity goes toward the light of like when a CRO deeply cares about customer care, customer success, and growth that way, from my experience, a lot of CROs have the title, but still have that like love language of like net new deal."

Data teams trying to reckon with the needs of the business and the need for executive sponsorship. "One thing I observed watching a lot of data team conversations in communities and around Reddit and that kind of stuff is. They, they are trying to reckon with the needs of the business all the time. Mm-hmm. They're not super clear. Yeah. Right. What, how to bring value. And 10 years into data teams, they're still not super clear."

Connect with Jacki and learn more about her work:

LinkedIn: https://www.linkedin.com/in/jackileahy/

Activate the Magic: https://www.activatethemagic.com/

Connect with Evan to learn more about Syncari and The Distributed Truth podcast:

Evan Dunn | Syncari | Syncari.com

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Rebecca gets practical about how founders can reimagine their tech stack to optimize for revenue-driving activities. Rebecca brings her own experience as a founder, as well as background working with Fortune 500 companies, to deliver timely recommendations for managing their tech and data investments. In order to eliminate silos and reduce bloat in the tech stack, leaders need to reverse engineer how their customers interact with their teams and technology, and prioritize the investments that most directly attach to revenue.

Rebecca Clyde is the co-founder and CEO of Botco.ai. The company’s genAI Chat Cloud enables conversations between businesses and their customers that are engaging, personalized and insightful.

Ms. Clyde is an accomplished business leader with unique expertise in marketing automation and company building. Prior to Botco.ai, Clyde founded Ideas Collide, an Inc. 5000 digital agency now in its 15th year serving Fortune 500 companies. She was previously a digital strategist at Intel and holds an MBA from Arizona State University.

TRUTHS OF THE DAY

REBECCA: REMOVE DUPLICATES TO SOLVE ISSUES FOR THE ADMINISTRATION AND FOR CLIENTS

“It's such a hard decision to make for folks to decide to go get care for their mental health, or for a potential addiction problem that they might be having. It's a huge step for them. And we should remove any barrier, and certainly not make the data be the problem along the way if anything.”

REBECCA: CUSTOMERS JUST WANT A GOOD EXPERIENCE, THEY DON'T REALLY CARE ABOUT YOUR CRM

“I like to take a very customer-centric orientation as well because honestly, I know everybody uses Salesforce or some type of CRM, we believe it's imperative. But your customer doesn't interface with it, they don't actually use it. And in fact, they may not care if you use Salesforce or a CRM or not, that's not what they're going to be experiencing.”

Connect with Rebecca and learn more about his work:

LinkedIn: https://www.linkedin.com/in/rebeccaclyde/

botco.ai: https://botco.ai/

Connect with Evan to learn more about Syncari and The Distributed Truth podcast:

Evan Dunn | Syncari | Syncari.com

Make sure to leave a comment, and subscribe!