Gross sales Pipeline Radio, Episode 362: Q & A with Louise Clements

By Matt Heinz, President of Heinz Advertising

For those who’re not already subscribed to Gross 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 and marketing professionals.

We cowl a variety of matters, with a give attention to gross sales growth and inside gross sales priorities.

This week’s present is entitled, “How you can be a Servant Chief in a Quick-Rising Firm“ and my visitor is Louise Clements, World Chief Advertising Officer at WorkJam.

Tune in to Study About:

• How you can interact and encourage groups by instilling a mission that aligns with the corporate’s targets.
• The significance of main from the entrance and the evolving position of entrepreneurs in scale-up firms.
• How staying true to your model’s core values fosters long-term success and worker engagement.

Hear BELOW | Watch HERE | Read the transcript under:

Matt: All proper. Welcome everyone to a different episode of Gross sales Pipeline Radio. My title is Matt Heinz. I’m your host. Thanks a lot for becoming a member of us once more. For those who’re right here becoming a member of us stay on Thursday morning or afternoon, relying on the place you’re on the earth thanks for making us a part of your workday, your work week.

For those who’re watching or listening on demand, thanks for downloading, for subscribing each episode of Gross sales Pipeline Radio, all the time obtainable previous, current, future at SalesPipelineRadio.com. And each week we attempt to characteristic a number of the greatest and brightest minds in B2B gross sales and advertising and marketing at this time.

Very excited to have the World Chief Advertising Officer at Work Jam, Louise Clements. Louise, thanks a lot for becoming a member of us at this time.

Louise: It’s nice to be right here. Thanks, Matt.

Matt: One of many issues that intrigued me about your background concerning the work at WorkJam, but in addition simply you typically is these two ideas of mission pushed manufacturers and servant management.

And so would like to have you ever discuss a little bit bit about how these have been central themes in your profession and the way these manifest within the work you’re doing now.

Louise: Yeah, thanks, Matt. So it, it completely is what drives me being a part of firms which have a mission reasonably than only a product. And I feel that’s an thrilling territory for any marketer, initially, but in addition in an age of fixed change, [it is really, really hard to find Opportunities, I think, for brands to stand out without a mission.

So when I think back and this is a piece of advice I give to my teams now is as a marketer, you need to be a storyteller and you need to drive demand. Over my career, I’ve had lots of opportunities to do that inside really big companies. But I’ve had a lot more fun doing it with scale ups and the scale up world, especially the tech scale up world is one where as marketers, I always like to say we get to lead from the front.

Being mission driven also I think has implications that you’re impacting your stakeholder groups in a totally different way. And you know, at WorkJam, we serve the world’s largest workforce. We have a product that helps them. There’s a societal bias out there against… I don’t think it’s, it’s something that we think about, but the products that we focus on, the people who we think about, especially relative to the future of work are typically people who sit behind desks. But there’s two and a half billion people out there who don’t sit behind a desk and they are the front lines of what keeps the world going.

So as a marketer, to be able to tell those stories makes a really big difference. You know, and then my personal passion around this crazy place that the world is in right now, where we know we need to do better with ESG, with the environment, we haven’t figured out how to get there. And so connecting those two is sort of what I do every day.

It’s an opportunity as a marketer to tell the stories, but not just tell the stories, be part of the solution. And I think that’s critical right now.

Matt: Yeah. I love that. And I think a lot of companies have a stated or a written purpose or mission and many of them also have values, but there’s a difference between having those written and having those activated– having those truly be drivers of daily decisions of triage to be motivators of what you’re doing in the business. What are some of the best practices you’ve learned over the year? And maybe some, an example or two of what you’re implementing and doing at WorkJam to really bring that purpose, bring that mission to life and make it real for employees on day to day basis?

Louise: Yeah, you’re right. There’s a real risk that your mission statement is something that sits on a wall and your values are on your coffee mugs or in the break room or wherever. So look, that doesn’t engage people. It doesn’t create a mission. So, some examples of things that we’re doing, but just generally what I think really works is.

If you’re a sales or marketing leader, you’ve got to have a mission for your own team that they know the why. Like, why does what I do matter? It’s not just about driving revenue or telling a story or getting a campaign out the door. My team actually has its own mission that supports the company mission.

And I talk a lot about leading from the front. I think that really matters right now for marketers because historically, we’ve been considered as the cost center, right?

Marketing has a budget. Marketing costs X. I try to use words like investment and talk a lot with the team, encourage them. I think this is a big part of what matters in a scale up too..

You’re trying to do wacky, crazy things and grow exponentially, probably with not enough people, which is in my view, part of the fun. As a, as a marketing leader, if you are telling your team and empowering them, okay, we’re going to go out, we’re going to lead from the front.

That means that what you do every day., You might be running social media, for example. Stretch yourself because that’s a huge thing that you’re doing, representing the company.

You are leading from the front. You’re helping to build that brand. And to me, Matt, when I think back about my career, when I started, that’s not a role that marketing or sales ever had. We followed, we didn’t lead. So I think that matters now more than ever.

Matt: I completely agree. We’re talking today on Sales Pipeline Radio with Louise Clement. She’s the Global Chief Marketing Officer for WorkJam and we’ve been talking a little bit about what it means to be mission driven. Not just on paper, but in reality and from the front, as you mentioned earlier. And I think when you do that, well, you not only empower and motivate employees, but if you do that well, that transcends to your customers and even your prospects and industry that see what you are doing and how you’re doing it differently.

Can you talk about that opportunity and how companies can bring what sometimes feels like just an internal mantra and really make that more of an external mission driven opportunity as well?

Louise: Yeah, that’s really, a topic near and dear to my heart, Matt. I think the best example was one that I had the pleasure of living last year with my team and everybody at WorkJam, where we took our mission and we said, we think what we do makes a difference in people’s lives.

We serve vulnerable people who are usually hourly paid. If they can pick up another shift, maybe they can make their rent. If they can swap a shift with somebody, if they can get a better training, they can earn more. And so what we did was we aspirationally went out there and said, we’re going to try to get on Times 100 Most Valuable Companies of the Year list.

Now we’re this little tiny company based in Montreal and we made it to the list so we’re right up there with Kim Kardashian and lots of other people who we’re talking huge brands, but I think for me, what was more meaningful and connects back to your question about the mission is you can be a scale up and what you do can make a difference to people.

It’s not about your size, but if you’re living your mission and you are telling that story and bringing that product out to the market, then you’ve got an opportunity to engage your team and a step beyond where you think you belong. So we’re super proud of that. It was like such a great moment. So proud of the whole team.

Matt: I love that story. And thank you for sharing that. you know, My parents, had the same job for 35 years and it was a job, right? It was a job that just sort of enabled other things they wanted in their life. And that was fantastic. And I benefited from that.

I think increasingly, I find that younger generations really want work with meaning. They need to make money. They want to pay their bills. They want to enable things for their life and family. But the work they do and the impact that has on the world around them, that becomes a motivator, not only to do the work well now, but to stick with and be loyal to companies that truly commit to that.

I’m Gen X, my generation certainly does not stay at the same job 35 years as often as we used to. But I think you still have an opportunity to say like, hey, listen, this is a company you can lean in on. It’s going to give you personal opportunity, but also continue to have a real impact on the workplace.

That’s a pretty big differentiator from an employment and a hiring and a retention standpoint, no matter what you’re selling, the people are going to be the foundation of that.

Louise: Yeah. hundred percent, Matt. I also think that trickles down to something you said before, which is the connection to your customer experience.

People buy from companies who make a difference. And so for everybody who’s listening, if you are thinking that not having an ESG strategy suddenly doesn’t matter, rethink this. Buy from brands who do good things and increasingly it’s driving your bottom line. I also think you said something really powerful about loyalty.

Now people may not stay with your company. Everybody jumps around and that that’s. That can be a great thing. I think, especially for marketers, it’s how we can build, but I would say that there is an opportunity to really develop your team. So like enable them as a leader, give them time to learn. And what will happen is they’re going to give good back to you, even if they leave.

They’re going to send good back. You end up with better staff. You end up with people who are more engaged a hundred percent, because you get back 10 times more than you give. Certainly in my experience.

Matt: I completely agree. And for those that may be saying like, listen, [00:11:00] we’re like 11 minutes in on one thing Gross sales Pipeline Radio speaking about model and mission and function. You simply talked about the important thing motive why I feel it’s related to this viewers, proper? I imply, we don’t all the time purchase from the perfect. Typically we purchase from folks we take pleasure in or folks that we really feel aligned with. And in the event that they occur to supply an awesome answer, that’s nearly a legislation.

So if you’re attempting to create market differentiation, There’s loads of methods to do this. There’s loads of costly time consuming methods to do this. However for those who can align with the mission and function and the values of your buyer, it might imply that some prospects are repelled by you, however others are attracted in a approach that turns into a lifetime relationship.

You recognize, we internally take into consideration that loads when it comes to our acknowledged function as a enterprise is to positively influence careers and lives by enabling work that issues. Like advertising and marketing just isn’t even in that title. Gross sales advertising and marketing isn’t in that, however by following that mission, we will assist shoppers. We will assist our workers. We will assist the communities in want round us. And by saying that that is one thing we’re actually everyday dedicated to, not solely is it the correct factor to do on the earth, however I feel you discover folks in firms that say, we imagine that too. And so we need to accomplice with firms in quite a lot of capacities that share these frequent values relative to what the world wants.

Louise: Yeah, 100%. And I feel additionally as we’re a world economic system, going again to your remark round gross sales, the gross sales pipeline, the procurement necessities in your clients, they’re going to have a look at all of those attributes that you just convey to the desk. And so it issues increasingly and, tying this again to the entire scale up dialog, driving development for scale ups, you’ve acquired to just be sure you’ve acquired a workforce that leverages that mission and that product differentiation, since you’re most likely asking your workforce to put on 5 hats. Proper?

Matt: Yeah.

Louise: Only a few scale ups have anyone in a job simply doing one factor. We definitely don’t, nevertheless it’s what makes it actually enjoyable. Going again to the product differentiation and worrying concerning the development and the underside line. For those who’ve acquired a model that’s on the market doing one thing, you’re going to get picked up. Your voice will likely be heard much more than an organization that’s simply doing following the playbook

Matt: And I feel your prospects can hear that. I feel they will hear it within the voice of your gross sales workforce. I feel they will see it in your advertising and marketing, they will see it in your model. I feel there’s a distinction in how folks manifest and talk an organization’s message when they’re behind it, after they imagine it’s doing good, after they imagine that the aim and the mission and the values usually are not simply on the wall, however in day by day resolution making and triage and what’s going to occur.

Why do firms not do this? Trigger I feel to you and I it sort of looks like a no brainer, however I feel generally the quick time period strain factors folks in a special course. What are a number of the methods firms can mitigate that quick time period strain based mostly pondering to remain according to a mission pushed course?

Louise: I feel it begins with what’s your model reality. Hearkening again to my company days, for those who perceive your model reality, it solves your differentiation drawback.

It lets you actually even be targeted on the quick time period with out letting go of what that model reality is. So you possibly can pivot as a result of the market is ceaselessly altering, particularly for these of us within the B2B gross sales and advertising and marketing world.

We’re speaking about loads of complexity, altering complexity, et cetera. However for those who keep on with your model reality, in my expertise, it lets you make these pivots within the quick time period with out shedding sight of who you’re and in addition with out complicated your individual workers.

As a result of for those who’re shifting gears each 5 minutes, your persons are confused, your story will get confused, your product will get confused.

Matt: Effectively, and we’d like leaders like your self that can arise for that, proper? On sunny days the place it’s clear crusing, it’s very easy to observe that function and values, however , life, enterprise just isn’t all the time clear crusing.

Louise: No.

Matt: And we’ve to have the braveness and the fortitude and the consistency to proceed to make these choices the correct approach for that model reality and for the wants of the enterprise and your clients and your total course as a corporation.

Louise: 100%.

Matt: Find it irresistible. Effectively, we’re out of time for at this time. Louise, thanks a lot for doing this. If folks wanna be taught extra concerning the mission pushed work that you just’re doing and that WorkJam’s doing, the place, the place can they go?

Louise: Yeah. Come to our web site, workjam.com and attain out to me on LinkedIn, as with all of your visitors, one of many issues we admire about you, Matt, is that you just convey us collectively and make us suppose. So love to remain a part of that dialog with the remainder of your group.

Matt: Superior. Thanks a lot for doing this. Thanks everybody for becoming a member of us at this time, stay and on demand. We’ll see you subsequent week for one more episode of Gross sales Pipeline Radio.

Matt interviews the perfect and brightest minds in gross sales and Advertising.  If you need to be a visitor on Gross sales Pipeline Radio ship an e-mail to [email protected]

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