By Matt Heinz, President of Heinz Marketing
Late in 2015 we started producing a radio program called Sales Pipeline Radio, which currently runs every Thursday at 11:30 a.m. Pacific. It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals.
We’ve already featured some great guests and have a line up of awesome content and special guests coming up. Our very first guest was Funnelholic author and Topo co-founder Craig Rosenberg. Next we had Mike Weinberg, incredible writer, speaker, author, followed by Conrad Bayer, CEO & Founder of Tellwise. Recent Guests: Jim Keenan; Joanne Black; Aaron Ross; Josiane Feigon, Meagen Eisenberg, and Trish Bertuzzi.
We cover a wide range of topics, with a focus on sales development and inside sales priorities heading into and throughout the year. We’ll publish similar highlights here for upcoming episodes. You can listen to full recordings of past shows at SalesPipelineRadio.com and subscribe on iTunes.
Morgan J Ingram joins us this time. Check out the highlights, listen in, or read the transcript below:
- How to use video to create a great connection with your prospects
- Using social to build a relationship before the call or email
- Creating a brand by utilizing content throughout proper networks
- How ABM strategies can help sales and SDRs
A bit about Morgan:
He’s a sales development manager at Terminus, where he builds the sales development team professionally and personally. He also does motivational speaking by helping people remove their negative thoughts to unlock their inner potential and stress the importance of not making excuses in their life.
Matt: Excited to have everyone joining us again on Sales Pipeline Radio. We are here every Thursday live at 2:30 Eastern, 11:30 Pacific. Our job is to bring you some of the best voices and minds and insights in B2B sales and marketing. Today, I am really, really excited to have with us Morgan Ingram. He is a sales development manager at Terminus, which is a fantastic fast-growing B2B sales and marketing startup focused on account-based marketing. Morgan is also the host of the SDR Chronicles, and we’ll have to talk a little bit later about what that is and how you can check out a little more, and if you’re in inside sales, if you’re a sales development rep, or if you’re managing inside sales and SDR reps, this is definitely something you’re going to want to check out.
But first and foremost, Morgan, thanks so much for joining us on Sales Pipeline Radio today.
Morgan: Yeah, I’m super excited to be here, guys. Thank you guys so much for having me. But yeah, I’m super excited to be here on the show and to provide you guys some valuable insight.
Matt: Awesome. Well, I appreciate you joining. You know we are big fans of Terminus, big fans of the flip-my-funnel movement that you guys have really evangelized. You caught my eye almost a year ago when you started the SDR Chronicles and you are the host and this is a series of basically videocasts that cover a wide variety of best practices and insights and ideas around inside sales. Talk a little bit about SDR Chronicles. How did that come about? Why did you decide to start that, and what can people look forward to when they check it out?
Morgan: There’s a lot of reasons, Matt. The number one thing is, people probably listening are very familiar with Ralph Barsi global sales development leader over at ServiceNow, talks a lot about sales development. When I started here at Terminus I read an article on getting out of obscurity. One thing in that article that really caught my eye. He was saying, ” Hey, if you’re into SDR, you should start a Youtube channel and talk about everything that you do.” I was like, “No one has done this?” I literally sent him a Twitter video, to this day I still have that tweet, I said, “Hey, I’m going to be the person who’s going to start the Youtube channel. Look out for it.” He kind was like, “Okay. Looking forward to it.”
Then three months later I met him at RainMaker out of Atlanta, a SalesLoft event and he was like, “Hey, have you started yet?” I was like, “No, I haven’t,” he was like, “Alright. I guess I’m not going to see it, right?” That kind of motivated me to be like, “I need to do this.” It kind of was inspired upon there was no sales development leader or sales development rep in general making content about sales development. Getting in the practicality, the weaves, the insights, the valuables, things that you actually get while you’re being in the role, so I knew that, “Hey, look. I need to create my own resource for this,” because before I joined Terminus, there really wasn’t that much content from a SDR sales event or leader talking about what’s going on in the trenches.
So, the insights and the value that you’re going to get from this is that, “Hey, it’s just me.” From the beginning, when I was just telling people, “Hey, this is what I’m doing, not cheating success. You’re going to see awesome templates on emails that I’ve done, objections, how I handled it, motivation, advice from other top sales leaders and Sales Development practitioners. You’re really just going to get motivated and fired up that, there’s somebody who’s done the role just like you. I’m telling you guys the success, and even the failures, that I’ve had, and it’s really been motivating to kind of see how far it’s gone.”
Matt: I love it. I love it, and you’ve done such a great job. You covered so many different topics as well. You’re covering how to set demos, how to convert appointments, how to keep a steady mindset. You’ve really addressed a lot of different topics. Where do you get you editorial calendar? I think you are an active SDR manager yourself. You’ve played the role, you’ve been a card-carrying SDR, setting appointments and following up with leads. Is your experience everyday at Terminus part of your motivation or where else do you get some of the ideas for your episodes?
Morgan: Yeah. That’s a really good question. I get my ideas a lot from just stuff that I did. I just documented a lot of stuff. I would be like, “Hey, look. This is how you organize your calendar,” and that’s how my calendar was organized. Or like, “This is how you lead a one on one,” and that’s how I lead my one on ones if you had a camera on me. Or like, “Hey, this is how you handle objections,” on all my calls that’s how I handled the objections. I just took a lot of topics from my head that were like, “Alright, this is stuff I deal with every single day.” I see it on LinkedIn, people saying “How do I do this?” And I just say, “Hey, that’s a topic.”
Throughout the times I continuously made the videos, people were coming to me being like, “Hey, you need to do a video on this. You need to do a video on this. I’d love to hear more about this. How do you deal with this?” I used those questions that people were asking me and I would talk to them, about 2 minutes, on the phone about it. I’d be like, “Let me make a video about it.”
Also, there were people that I interview, and I ask them, “What are you the most passionate about?” And I found out that not only is that topic going to be fantastic because they’re excited about it, it’s also going to be something different because every single person has their different passion or their different type of fire that’s driving them or a problem that they want to solve. So, that’s kind of how I got all my topics. I would say a lot of it really was from just me being in a role as a SDR manager currently and as a SDR I would even add in a blog post, I got a lot of ideas from that. They wrote a blog post on something, but it’s like, “Hey, I want to talk about this in videos, through my own experience.” A lot of it comes from the people I was interviewing. They had things that they were super fired up about that no one was really talking about.
Matt: Excited today to have on Sales Pipeline Radio Morgan Ingram, who is a manager of Sales Development at Terminus in Atlanta and also the host of the SDR Chronicles. Definitely encourage you to check it out. You can find it on Twitter through the hashtag #theSDRChronicles. If you go to Youtube and type in “SDR Chronicles” you will find it there as well. I love your story, I love your initiative you taking on this. Definitely smart dude, man. You’re SEC alum. You’ve got multiple degrees. You got Finance Business Administration, Sports Management. What motivated you to get into sales, given your background of the things you’ve done and what excites you about sales as someone who still fairly early in their career?
Morgan: Yeah. I got a double major in Sports Management and Finance, so that is correct. When I was growing up, I always wanted to be in sports, but then I realized, “Dang. I didn’t grow tall enough to be in the NBA.” So, that was like, “Alright, what’s the next best thing to be in sports?” I was like, “I think I can be a Sports Agent.” All the sports agent movies, Show me the money, Jerry Maguire, all that stuff, I really wanted to be that. I read a lot books on it. I talked to a lot of professional sports agents. I really thought that was where I was going to go, but it just so happened that they told me how to get a Law degree after I graduated and I was like, “There’s no way I’m doing that.” I kind of declined that, but after that I was like,” What’s next?”
I knew that I wanted to be around like- minded individuals, I wanted to learn more about tech, I wanted to learn more about the future and the progression of that. The Atlanta Tech Village, for those of you who have been to Atlanta or heard of it, is just a tech hub out of Atlanta in the city of Buckhead. My friend told me about the start up village that in Atlanta Tech Village. I went and it was really incredible. I met a lot of great people and somebody I met there told me, “Hey look. You need to go interview at one of these tech companies,” and I was like, “I have no idea what that even means. I don’t know what a CRM is or marketing automation, I don’t know what’s happening.”
Someone told me that, “Hey, look. You need to go to Terminus, they just got invested like, $7 million,” I didn’t even know what that meant, ” of series A,” I was like, “That obviously sounds good. They’re getting money.” Some of you are also familiar with … Matt knows Tonni Bennett, I cold called her and that’s how I got the opportunity for the SDR. My whole emphasis, my preface, was that I knew that the SDR would actually help me learn more about tech than anything else, but help me learn more about sales than anything else and actually be learning more, even about account based marketing, because I’d be on the front lines and learning from marketers and from professionals and I have really good coaches at the end of the day.
I knew that sales was something I wanted to get into and the reason why I loved sales is because you don’t really know sometimes what you’re going to get into. It’s an ongoing puzzle and I love solving problems. I love being on the go. I love being able to judge and have the instinct to be great. So, that’s what sales has really taught me is that, it really is a puzzle. You have to be learning every single day and it really is, you have to solve things on the go and that’s what really excites me.
Matt: What have you learned now or what are some of your take aways that you can give to others as you move from being a sort of “frontline” SDR to managing Sales Development within the organization? You moved pretty quickly in the organization. You were a team lead for the SDR’s for about a year and then earlier this year became manager of Sales Development within Terminus. What have you learned from being on the front lines and how has that prepared you to now manage other SDRs who are doing that job today?
Morgan: Yeah. The very first thing I learned is that no one really cares about what you’re saying, that’s what learned real quick. You could think that you’re selling the best thing in the world, but no one really cares about that. What they really care about is how is your solution going to help them be better? How’s your solution going to help their business grow? That’s something that I learned over time is that now, I know everything about the product obviously, but I have to understand about their business, and once I realized that, “Okay, I can learn how to read a LinkedIn profile,” and learn that, “Hey, this person is dealing with these types of strategies. This is what they’re trying to accomplish,” I realized that that was the puzzle piece that I wasn’t looking at.
So, I was able to find, “Hey. Look, with Terminus, you’re going to be able to do x and x for your company and it’s going to help you grow this exponential growth,” right? From that, I really did realize that it wasn’t about me, it was about them every single time. I think what happens with a lot of SDRs is, they get to the role, they’re like, “Dang. I just want to only focus on my product and my solution and just hit my number,” instead of figuring out, “Hey, if I actually know about the companies that I’m reaching out to, I will hit my number by osmosis and I’m going to prepare myself for being a real says person at the end of the day,” because if you don’t know what someone’s value is and what they’re looking for, then your message isn’t going to resonate.
You got to think about all the thousands and thousands of SDRs that are reaching out. You got to be unique. I think another thing that I learned is that, as I grew from an SDR to Team Leads to a manager, is that you have to be unique. My unique thing was that I created the SDR Chronicles and obviously it rooted off of that, but you don’t have to do that. I think you can always create some new type of cadence and maybe Vidyard Video, I started using that as well.
You can start creating your own personalized emails. You can start off an intro on your calls definitely, but you have to be unique. That’s another thing that a lot of SDRs need to understand. You have to understand that there are so many other people doing the same thing as you. You’re going to get the same results, which is most of the people don’t get results because they send the same thing over and over again. So, you have to be unique in your approach and you have to understand that people actually really want value in this marketplace, because we’re definitely in a different time right now where people can find information if they want to. Finding that real value is very tough for people to articulate and that’s where the real breaking point is.
Matt: Awesome. I love it. We’re going to take a quick break. Got to pay some bills. We’ll be right back with a little, a lot more, with Morgan Ingram who is the host of the SDR Chronicles. We’ll be right back. This is Sales Pipeline Radio.
Paul: What I was hoping for now is a little update on the workshop that just took place I think yesterday or this week here.
Matt: What great timing, Paul, thank you for the segway. We just finished yesterday our latest live workshop on Sales Development, a topic that I’m sure that Morgan can appreciate as well. We spent two days talking about a Sales Development framework, which includes the critical role of the SDRs, but beyond that is sort of an integrated way of sales and marketing thinking together about how to build a predictable, repeatable, pipeline business. Great program. Great participants. If you want to learn more about the On Demand version of our Sales Development Workshop, you can check that out at HeinzMarketing.com. If you like what you’re hearing today from Morgan, these are the kind of conversations we have on Sales Pipeline Radio every week here. Would love to have you join us every week live, you can find the schedule at salespipelineradio.com. You can find every past episode of Sales Pipeline Radio on salespipelineradio.com as well and we would love to have you as a subscriber as well to our podcast, which is basically a replay of each of these episodes as well. Available on Google Play and the iTunes store.
Coming up in the next few weeks we got some great guest. Next week we’re going to have Daniel Gaugler who’s the CMO of PFL, formerly Print For Less. We’re going to talk about including direct mail in tactile marketing as a part of your multi channel approach to drive leads and engage with your prospects. We got a lot more group conversations coming up around Neuromarketing and why Martin Lindstrom thinks that’s the next buzzword in B2B, and then we’ll be talking about conversational Sales presentations. Customizing your pitch, customizing your message to each prospect to make sure that it appeals to what they care about, something that I know, based on your conversation before the break Morgan, is important to you. Customizing the conversation. Standing out from others.
The SDR Chronicles is a video series. It’s not just audio, it’s not the written word. You have a great style with the SDR Chronicles, I encourage people to check it out. #TheSDRChronicles and go to Youtube and search for SDR Chronicles. You’ve got a nice style. It’s casual, it’s approachable, it’s fun to watch. Where did that style come from, is that something that it’s just you, is something you developed specifically for SDR Chronicles and how has that worked for you?
Morgan: Yeah. I love this question. The style is me and the crazy thing about it is that most people think the video “me”, is going to be different than actual me. When people meet me in person, I’m still fired up, they’re like, “Oh, wait. What’s going on? This dude is still fired up from his videos.” The thing is that, that is actually me in real life. I’m actually that excited, I’m actually that positive, I’m actually that fired up. Before previously, I had been doing some, I guess, motivational speaking, public speaking from different things. People ask me to give some positive light on things I’ve done through college and high school, so I had the experience speaking in front of people. I actually made videos through Facebook because it’s something I enjoy doing. I enjoy giving people the positivity to go out there and do it and I also enjoy giving people advice to better their life just like someone gave me advice to better my life and to be focused, and locked in, and intense to do the things I need to do.
I got that from someone else and I always believe in sitting in an elevator down to help other people. Me in the video, that’s my style. I am that energetic, I am that fired up, I love giving that advice, and I knew that my biggest strength was being on video. I knew that me writing stuff out, I knew me maybe actually doing a real audio podcast did not align with my strength, but I knew that if I could make a video every single day and I could be completely comfortable with it and I know that’s really where my personality peaks at the highest.
What I always tell people that are super like, “Oh, I want to start the next SDR Chronicles,” I’m like, “Don’t see it that way. You need to start the next thing that is built on your strength. If it’s writing, then you probably need to go write. If it’s audio, then go have an audio. If it is video, then yeah, start a video series,” but I knew that this was my strength and I knew strategically and in my mind, that I needed to do this because it was something that resonated with me most to my actual core of who I am.
Matt: I know you’re passionate about video in general as a communication platform. You use it obviously for the BDR Chronicles. You talked about it earlier. You referenced using Vidyard for your own work as a BDR. Can you talk a little bit about using video to create connection with prospects. Is this something that is only best for people that are more outgoing and have the kind of personality and approach that you do or do you think anybody whose in sales can leverage video to their advantage?
Morgan: It’s anybody. You definitely don’t have to be jacked up to do this. There’s a lot of my reps that use Vidyard video and other video outreach tools that are out there. They utilize this and they’re seeing results. The reason for that is because it’s creating humanity with that prospect. That prospect’s able to see that face. They’re able to see the eyeballs and they’re going to be able to connect like, “That’s a real person and they’re actually giving me value. Yes, I want to connect.” You really have to think about it again, like I talked about earlier, how many SDRs are actually making videos, there’s really not a lot. At the end of the day when you figure out there’s not that many SDRs making that many videos, then you’re like, “Okay, cool. I need to do that.” Even if you’re super bubbly, super excited, super serious, as long as you’re providing value to that prospect, that’s going to connect because it creates humanity.
I believe across the board video is great. A lot of my reps use it for their follow ups. A lot of my reps use it to actually talk about a case study that we recently released. These videos are going to create massive opportunity for you because it’s that entry point that a lot people are currently not using.
Matt: Awesome. Talking to you today on Sales Pipeline Radio with Morgan Ingram who is a manager of Sales Development at Terminus in Atlanta. Also, the host of the SDR Chronicles talking about video, talking about SDR best practices, and one of the things I’m curious related to your experience managing inside sales reps, but also, based on some of the content that you have featured in the SDR Chronicles around organization and keeping yourself organized.
Adding video is another thing. Adding social is a whole nother thing. It feels like we’re asking our reps to do more to build their brand and to help themselves stand out, but those things take time. How do you help your reps balance these additional channels and additional opportunities, with still managing their time and getting enough done?
Morgan: It really comes down to time management and getting yourself prepared to do the activities that you need to do and also understanding what you actually want to do, right?
I don’t really believe that every single person should be creating content, that’s doesn’t really make sense to me at the end of the day. I just don’t believe in that because most people are not really prepared to do that and they’re going to be overwhelmed with creating content that they’re actually not hitting the numbers they need to hit. What I focus on is that, “Hey. You need to use LinkedIn more. You can use Twitter more.” I really try to figure out what is something that you’re really strong at and let’s maximize that channel. I do believe, obviously, that you have to call and email to access multiple channels to get in front of your prospects, but it’s way more important to figure out what you’re actually excited about and teach you more about that.
There’s some reps that I have that are really, really good at video and they are strong on video and they will stay with video and that’s awesome. Or, there’s some people who are really, really strong at focusing on “Hey, look. I know how to engage people on Twitter and then I’m going to grow from there.” It really depends. I think you have to be hyper, hyper focused for each individual on what they’re going to do, and then basically see the results they’re getting from that. Basically, when a rep that’s super successful at something, you replicate that process and then you show other reps how to do it, so that they don’t have to go in the wheat to figure out themselves.
Each rep has a very strong suit that they have on the team, and basically, you’re going to utilize that resource. You got to see it as sports. Football, you’re not going to have your wide receiver throw the football and you’re not going to have your quarterback be the running back, right? That doesn’t make any sense. I see it as each rep on my team, someone’s really good at videos, so that person who’s going to video is going to teach the other reps. I have someone who’s really good at LinkedIn, they’re teaching the other reps. I have someone who’s really good at Twitter interactions, so they’re teaching the other reps. That way, it saves time. It saves resources. The people that are doing the best, they’re excited about that. Now, everyone’s learning everything as a team and you now have a tool belt to use to get your prospects. It’s not more so overwhelming, it’s more so what you need to be successful, which is an array of tools to get out there and get it.
Matt: So, lets say we put you in front of a room full of Georgia business graduates, people that are just graduating from business school or just graduating from Georgia in general, and looking to start their career. What can you tell them about sales, what would you tell them given what you know, what you now know, what you’ve done, what you’ve learned about sales, and the value of sales as something to do in the start of a career?
Morgan: It’s going to be one of those things that at the beginning, you’re going to be very frustrated with, but in the long term, you’re going to be so satisfied that you did it. I believe that, with 100% of my heart, I believe at least, in my and the SDR role, I could do any position at this point and be comfortable with it, because it’s a mental toughness that you gain from going through the grind every single day, is going to pay dividends whenever management role you go into, whether you want to start a company, whether you’re leading a team of 100 people, that mental toughness that you learn in the SDR role or in a sales role, is just paramount and very crucial because of the amount of stress that carries weight through each position that you obviously grow into.
I would just tell people, ” Hey, if you want to be a person that’s really successful. If you want someone who’s like, ‘you’re never going to be counted out,’ you need to go into sales. If you can sell something, then you never really be counted out, because that’s what the lifeblood of everything is. Obviously generating revenue, generating pipelines, and generating opportunity.” I would just tell people, “Hey. If you want to be successful, if you want to be … Basically, learn the skill sets of how to really communicate with people and really negotiate, which is the forefront of everything we really do in this world, sales is for you.” That’s what I tell people even when they ask me this question is that, you really have to be focused on what is sales going to do for you in the long term, not just say, “Hey, what this going to do for me in this year?” It’s the long term scales that you learn in this position that I feel like, in most positions, you do not learn.
Matt: Boy, a name and a personality to watch in the next several years. Morgan Ingram, appreciate you joining us on Sales Pipeline Radio today. If you want to learn more about Morgan, follow him on Twitter, MorganJIngram. If you want to learn more about the SDR Chronicles, I’d recommend you follow that as well @SDRChronicles or Youtube.com/TheSDRChronicles. Real quick before we wrap up, Morgan, what’s your prediction for the Bulldogs this year?
Morgan: The Bulldogs. They’re already stressing me out, to be honest. Any Atlanta team, I make a prediction and they just stress me out. My prediction this year is that we will make it to the SEC Championship. We’re going to make it.
Matt: Okay. I’ve got that on record. We got that recorded, Paul. It’s always dangerous when you ask an SEC Football fan to quickly tell us about their team in the pre-season, but Morgan did a great job, clearly. Alright, Morgan. Really appreciate you joining us today. Definitely check out Morgan, check out the SDR Chronicles. If you’re in B2B marketing, check out Terminus as well, they’ve got some great tools for people doing account- based marketing.
Join us every week. Join us next week Thursday 2:30 Eastern, 11:30 Pacific. If you like what you hear and you like the idea of hearing more stories like this, more great interviews, check us out at SalesPipelineRadio.com or subscribe to the podcast on Google Play and the iTunes store. We’ll see you next week. Thanks very much for my beautiful and warm producer Paul. This is Matt Heinz. We’ll see you next week on Sales Pipeline Radio.