WEBVTT
00:00:27.010 --> 00:00:27.670
Hello, everyone.
00:00:27.670 --> 00:00:32.920
Welcome to another episode of OpsCast brought to you by the MO Pros now powered by marketingops.com.
00:00:32.980 --> 00:00:34.549
If you're not a member, you should join soon.
00:00:34.573 --> 00:00:38.082
Today I'm joined by my cohost, both of them.
00:00:38.082 --> 00:00:39.162
So all three of us are here.
00:00:39.162 --> 00:00:40.662
Naomi Liu and Mike Rizzo.
00:00:41.373 --> 00:00:42.853
Mike doesn't wanna admit that.
00:00:42.883 --> 00:00:43.483
What is this?
00:00:43.543 --> 00:00:44.203
What we call this?
00:00:44.203 --> 00:00:44.802
Your Mike?
00:00:44.841 --> 00:00:47.277
It's the year of the MO Pro it's the year of the MO Pro.
00:00:48.347 --> 00:00:49.337
all right, Naomi.
00:00:49.341 --> 00:00:50.777
Say hello, please.
00:00:51.061 --> 00:00:54.948
I just feel like people are gonna get tired of me saying that to them all the time, it's okay.
00:00:54.948 --> 00:00:58.399
So the year of the MO Pro folks is the year of 2022.
00:00:59.268 --> 00:01:01.219
just for those that listen to this later,
00:01:02.344 --> 00:01:02.643
Oh, yeah.
00:01:02.783 --> 00:01:04.769
said that was the year of 2022
00:01:04.984 --> 00:01:05.194
Yeah.
00:01:05.194 --> 00:01:13.743
I guess we actually have to do that now because I, as I was telling you, as we, before we recorded, I talked to somebody who's like on episode 10 around the time we went from being live to recorded.
00:01:13.762 --> 00:01:14.141
Yeah.
00:01:14.201 --> 00:01:16.151
So I guess we actually do need to call that out.
00:01:17.456 --> 00:01:17.906
All right.
00:01:17.908 --> 00:01:20.128
Today our guest is Carter Wright.
00:01:20.128 --> 00:01:23.878
Carter is currently manager of revenue operations with the US Army.
00:01:23.878 --> 00:01:27.328
Carter has been with the US Army in a variety of roles, including combat duty.
00:01:27.328 --> 00:01:28.977
So he's legit.
00:01:29.427 --> 00:01:32.128
Most of his roles have been in and around sales and marketing.
00:01:32.132 --> 00:01:36.957
In addition, he is actively pursuing more knowledge about marketing and revenue operations.
00:01:36.957 --> 00:01:43.501
And as a freelance consultant, so you might be asking yourself, how does marketing and sales apply to the military?
00:01:43.516 --> 00:01:46.096
That is exactly what Carter's going to share with us.
00:01:46.120 --> 00:01:49.545
Carter, first of all, thank you for your service and thanks for joining us today.
00:01:50.969 --> 00:01:51.875
Hey I appreciate it.
00:01:51.929 --> 00:01:52.888
I'm glad to be here.
00:01:52.965 --> 00:01:54.777
Yeah, first, I gotta throw out my disclaimer.
00:01:54.867 --> 00:01:55.250
All right.
00:01:55.269 --> 00:01:57.638
These are opinions are my own and not my employers.
00:01:57.650 --> 00:01:59.307
They make sure I get that out there anytime.
00:01:59.307 --> 00:02:01.778
I come on just just to be safe rather than sorry.
00:02:01.778 --> 00:02:02.561
Getting that out there.
00:02:02.591 --> 00:02:02.832
Yeah.
00:02:02.832 --> 00:02:03.611
Glad to be here.
00:02:03.617 --> 00:02:04.474
I actually I, I.
00:02:05.140 --> 00:02:11.361
Cover or for the recruiting for the army, which I view more as sales than I do actually recruiting the way that we do it.
00:02:11.367 --> 00:02:21.280
And I think the Army's starting to come around to that idea cuz they actually pushed out an email not too long ago, asking if we feel like we're getting enough sales training or if we've been doing it on our own.
00:02:21.280 --> 00:02:23.379
So maybe I'm not alone in that aspect.
00:02:23.379 --> 00:02:26.206
But yeah, I work up in the operations cell and.
00:02:26.304 --> 00:02:32.222
Going from top of the funnel from our marketing leads all the way through the funnel, when they, the sales funnel and they leave out for basic training.
00:02:32.282 --> 00:02:44.032
So that's way I looked at it was revenue operations is one way that I viewed it is so that's, as I come and learned the terms, that's what I went with and that's why I call it revenue operations for the army unique.
00:02:44.032 --> 00:02:44.421
I know.
00:02:45.382 --> 00:02:45.981
I like it.
00:02:46.627 --> 00:02:46.836
Yeah.
00:02:46.842 --> 00:02:47.294
It's different.
00:02:47.294 --> 00:02:50.600
And Carter and I got the chance to talk to him earlier a few weeks ago.
00:02:50.600 --> 00:02:54.585
And at first I was truthfully, I was skeptical about like how, what the connection was.
00:02:54.673 --> 00:03:02.693
And so I think it was interesting to hear how, what, think the majority of our listeners are out there in B2B world, or maybe B2C world and.
00:03:03.563 --> 00:03:06.563
Yeah, trying to apply this to traditional marketing and sales.
00:03:06.563 --> 00:03:10.502
So I think this will be an interesting one for our listeners to get their heads around.
00:03:10.508 --> 00:03:11.798
Sorry, I'm gonna interject here.
00:03:11.798 --> 00:03:23.955
Shout out to Andrew who called me out and said, Hey, on my profile on marketing ops.com I don't really fall into the categories of B2B or B2C or B2 So I need something more specific than that.
00:03:24.135 --> 00:03:26.566
So I'm actually curious, Carter, what would you say?
00:03:27.195 --> 00:03:32.265
Like it's B to C it's a to C R B to consumer, like
00:03:33.360 --> 00:03:34.777
I I view it as B2C.
00:03:34.777 --> 00:03:35.106
Yeah.
00:03:35.227 --> 00:03:38.265
That's best way I can describe it to people is B2C.
00:03:38.469 --> 00:03:38.830
Okay.
00:03:38.860 --> 00:03:39.370
Fair enough.
00:03:39.370 --> 00:03:39.729
Fair enough.
00:03:39.771 --> 00:03:40.265
For Andrew.
00:03:40.265 --> 00:03:44.798
I think I have to list it as he, he works in the education sort of arena.
00:03:44.798 --> 00:03:45.997
And so I just said, EDU,
00:03:47.407 --> 00:03:47.707
Right.
00:03:47.707 --> 00:03:48.548
that's what we'll put there.
00:03:48.548 --> 00:03:49.668
I don't know what else to say.
00:03:49.668 --> 00:03:50.012
Good.
00:03:50.012 --> 00:03:51.481
Yeah, I think it's gonna be realistic.
00:03:51.481 --> 00:03:58.667
And before we get too much into this sort of connection between revenue ops marketing ops and the military, we'll get to that in a few minutes.
00:03:58.667 --> 00:04:10.116
Like I think first Carter, why don't you just share with our listeners your journey, your crew journey and how kinda, how that has led you to be interested in the area of revenue and marketing operations.
00:04:10.866 --> 00:04:11.225
Yeah.
00:04:11.466 --> 00:04:11.765
Surely.
00:04:11.765 --> 00:04:11.920
Yeah.
00:04:11.945 --> 00:04:13.635
Joined up straight outta high school.
00:04:13.652 --> 00:04:18.137
September 11th happened while I was in basic training and then signed up to be special operations.
00:04:18.137 --> 00:04:19.909
So I jumped out of planes, kicked indoor.
00:04:20.180 --> 00:04:21.590
I was on the invasion into Iraq.
00:04:21.680 --> 00:04:25.399
They even wrote a book about it about the invasion with the 82nd Airborne.
00:04:25.460 --> 00:04:30.241
And then did a few tours, got picked up for recruiting duty.
00:04:30.782 --> 00:04:34.021
And then I got to watch It was purely sales driven at that time.
00:04:34.021 --> 00:04:37.769
Not a lot of marketing going on besides the civilianized company that we had.
00:04:38.068 --> 00:04:48.722
Cause we, we do have an agency that covers it some marketing, so we agency side and then we have what we call the green Cedar side, which is those in uniform.
00:04:48.792 --> 00:04:49.451
Y'all can still hear.
00:04:51.236 --> 00:04:51.537
Okay.
00:04:51.537 --> 00:04:51.956
Perfect.
00:04:52.437 --> 00:05:02.402
And then so I watched it evolve as, as well as as technology evolved with us, we started getting more marketing data and then yeah, I'll do that.
00:05:02.461 --> 00:05:07.512
Mike, we started getting more marketing data which helped me get better at my job.
00:05:07.517 --> 00:05:12.182
So I'm the guy that every time we got a new link I started clicking things and figuring things out.
00:05:12.203 --> 00:05:13.734
And that helped me get good at recruiting.
00:05:13.734 --> 00:05:21.440
Cause I could I could see where my competition was, what they, and where they were being productive because our we go all the way down to zip code level.
00:05:21.500 --> 00:05:27.624
And I can see when my direct competition say the Marines, the Navy and everybody, they're writing contracts in a specific area.
00:05:28.043 --> 00:05:32.678
And because I know their message that they're pushing, I could tailor my message that way as well.
00:05:33.068 --> 00:05:35.438
And so then when social media started coming about.
00:05:36.254 --> 00:05:40.605
I started using that to leverage different areas and everything out there as well to help push my market.
00:05:41.025 --> 00:05:44.751
But we have quite, quite a bit of reports that we use to analyze.
00:05:44.751 --> 00:05:48.662
So we have hundreds of segmentations that we have all over.
00:05:48.669 --> 00:05:51.245
The us that we used down the zip code level.
00:05:51.245 --> 00:05:59.732
So I can search for a specific persona or segmentation per zip code that would also give me background knowledge on how to shape my message.
00:06:00.062 --> 00:06:00.993
And so the more.
00:06:01.668 --> 00:06:05.799
Marketing data that we were able to obtain that really helped me progress through my career.
00:06:06.159 --> 00:06:10.928
So I ended up moving from a basic what I call sales up to running an office.
00:06:10.933 --> 00:06:19.100
And then from there I moved into enablement and then eventually into where I'm at now and then without dominating too much.
00:06:19.168 --> 00:06:21.496
How I got into enablement was actually.
00:06:21.512 --> 00:06:21.841
Funny.
00:06:21.841 --> 00:06:30.033
So I reported to a new office cuz they move us every two to three years to make sure that we can function well across the us.
00:06:30.514 --> 00:06:33.888
And then it was my second day in the office.
00:06:33.888 --> 00:06:35.327
I didn't even have my computer yet.
00:06:35.748 --> 00:06:45.782
And I was asked to put together a brief of our area and what my, basically my strategy would be in order to increase our market share and So I worked on it all weekend.
00:06:45.782 --> 00:06:47.101
Got it set up that Monday.
00:06:47.182 --> 00:06:53.211
And then basically the people I was briefing, they're like, Hey, you know what, you're gonna come work for us.
00:06:53.211 --> 00:07:00.174
And then I spent the rest of my time traveling to different stations, showing them how to use their data in order to be more successful their marketing data.
00:07:00.264 --> 00:07:03.530
And and that's basically how I got to where I'm at now.
00:07:03.530 --> 00:07:07.288
Cause I went from enablement and then up to revenue operations.
00:07:11.118 --> 00:07:18.859
So I'm curious before we move on a little bit, I'm curious so I can't remember if you told me this or not, but your title, your does your actual title inside the army?
00:07:18.859 --> 00:07:20.298
Is it say revenue, operations?
00:07:20.418 --> 00:07:29.269
Is it, this is something different, cuz I was, what was interesting to me is you were using terminology that I wouldn't normally associate with, I think recruiting for the military.
00:07:29.311 --> 00:07:35.359
And my get, by the way, my guess is you probably have me in your database, not me, but my teenage sons, but that's a separate
00:07:35.538 --> 00:07:35.958
Hundred percent
00:07:38.119 --> 00:07:38.568
so yeah.
00:07:38.568 --> 00:07:45.019
So are, do you, when y'all are talking, do you use that more of the civilian language or are you using more of the military type.
00:07:45.043 --> 00:07:53.274
The only thing that we don't use that's civilian night language is like my title's in the army is just operations because every.
00:07:54.970 --> 00:08:05.778
Every every unit has an operation cell, so they don't make the specific differentiator between if I was still infantry on the front lines, there'd be an operation cell for planning missions and everything.
00:08:06.168 --> 00:08:07.369
So we're just called operations here.
00:08:07.369 --> 00:08:14.086
But as far as market share segmentation personas, we have a little bit different name for personas segmentation.
00:08:14.086 --> 00:08:16.989
We do use Yeah, for the market share we use.
00:08:17.619 --> 00:08:21.849
So it, it would really, some of the verbiage I have had to learn all over again.
00:08:21.878 --> 00:08:24.677
So what you guys call ICP?
00:08:24.677 --> 00:08:25.735
We don't use that term.
00:08:26.455 --> 00:08:30.216
We use targeted market which I know that's used a little bit different as well.
00:08:30.216 --> 00:08:33.193
What you guys call a map is different than what I call a map.
00:08:34.453 --> 00:08:35.783
And so for us a
00:08:35.889 --> 00:08:38.825
You're like my map is literally a map with topographical
00:08:38.892 --> 00:08:43.881
Yes, we have that one too, but we also have our map is more of a picture of just the sales funnel
00:08:44.782 --> 00:08:45.201
Okay.
00:08:45.236 --> 00:08:47.512
percentages that really break it down.
00:08:47.624 --> 00:08:56.230
Barney style, is the best way to put it for somebody just coming to recruiting, to be able to see the picture and understand where they need to be at.
00:08:56.298 --> 00:08:58.954
But yeah, so our map is called a mission assessment plan.
00:08:59.083 --> 00:08:59.504
Okay.
00:08:59.923 --> 00:09:00.163
Got.
00:09:00.928 --> 00:09:03.567
And then CRM, we don't call our system a CRM.
00:09:03.626 --> 00:09:14.675
I learned that from listening to a lot of people we do have our own CRM that is not out there to the public that that we use to get all our data, put all of our leads into It mirrors a lot.
00:09:14.915 --> 00:09:17.165
Like one of our reporting system is called by zone.
00:09:17.225 --> 00:09:24.605
I could only assume it's mirrored a little bit off of power buy and we have our own G2 site and yeah.
00:09:24.634 --> 00:09:28.524
So we get a lot of sites that I've heard a lot of things about, but not quite the same.
00:09:28.644 --> 00:09:29.485
I can put it that way.
00:09:30.549 --> 00:09:31.809
Is it proprietary tech?
00:09:31.809 --> 00:09:38.771
Sorry, Naomi I jumped in Is it proprietary tech that you have on the, on that's being developed or is it backed?
00:09:38.771 --> 00:09:40.241
Do you know if it's backed by?
00:09:40.932 --> 00:09:43.600
I haven't heard the name, so I guess I could do a Google search, but.
00:09:44.159 --> 00:09:50.088
So we are getting a new CRM that I can't tell you who is backed by, but I know was backed by somebody you guys know.
00:09:50.134 --> 00:09:54.120
Out there, but yeah, there, there is a new one being built right now for us.
00:09:54.120 --> 00:09:57.848
The one that we're working with now I couldn't tell you who the originator is.
00:09:57.915 --> 00:10:05.291
I could assume is just because of how different it is from most which I've noticed some similarities, but it, it seems pretty unique to us.
00:10:05.291 --> 00:10:11.005
So I, I think we, I think the army at some point crafted this one because I've been using a version of this one since about.
00:10:11.005 --> 00:10:11.771
2009
00:10:12.641 --> 00:10:13.062
Oh yeah.
00:10:13.091 --> 00:10:13.422
Okay.
00:10:13.480 --> 00:10:22.291
I guess from my perspective, I'm curious if you run into challenges when it comes to like budgeting or budgets, is that something that's under your wheelhouse of responsibility?
00:10:22.336 --> 00:10:31.824
Do you have to make business cases, whether it be developing tools internally for support, or even just going out and acquiring new ones?
00:10:31.831 --> 00:10:32.856
What does that look like for you?
00:10:32.856 --> 00:10:33.996
I'm curious how that differ.
00:10:35.221 --> 00:10:35.511
Yeah.
00:10:35.649 --> 00:10:38.619
Our system's a hundred percent internal in that aspect.
00:10:38.619 --> 00:10:41.438
So there is no add-ons or anything onto our system.
00:10:41.438 --> 00:10:44.259
That's compatible because of our security encryption.
00:10:44.649 --> 00:10:48.395
So anytime anything needs to be added it's a lengthy process.
00:10:48.501 --> 00:10:50.432
It's gotta go through a security background.
00:10:50.432 --> 00:10:52.034
Fitting to make sure it can fit with ours.
00:10:52.034 --> 00:10:56.189
And I think that's probably part of the option with our new CRM we're working on now.
00:10:56.189 --> 00:11:06.213
I know it's been in the works for over a year now and it was supposed to roll out a lot sooner than it has, but part of the issue that I'm hearing is is our security protocols that we gotta deal with.
00:11:06.843 --> 00:11:09.004
So cuz we deal with a lot
00:11:09.048 --> 00:11:11.582
would say that is a very common problem.
00:11:12.212 --> 00:11:12.393
Yeah.
00:11:12.467 --> 00:11:14.327
I'm just gonna say that too, like
00:11:15.062 --> 00:11:16.622
there's something we definitely share.
00:11:17.207 --> 00:11:17.538
Yeah.
00:11:18.692 --> 00:11:33.788
Yeah, but I think Amy would, I think what I'm hearing from Carter is that two things, I think it the level of, because he talked about encryption, I talked about security in a more general sense, usually when I'm thinking about our tools not so much, I'm sure there's some encryption, but not a huge amount, but the whole procurement process Carter am.
00:11:33.788 --> 00:11:34.389
Am I right?
00:11:34.389 --> 00:11:36.399
That I think where Naomi was going.
00:11:36.399 --> 00:11:37.478
I thought it was a really interesting question.
00:11:37.478 --> 00:11:39.578
Cause I hadn't thought about this until she brought it up.
00:11:39.578 --> 00:11:47.978
Is that yeah, I think for the most part in our roles, we have a little more, some amount of autonomy on making choices about tech.
00:11:48.016 --> 00:11:49.394
I see Naomi nodding, so that's good.
00:11:49.674 --> 00:12:04.173
I'm but it sounds are you're you're in a position where you might make suggestions on what tools or technology could be used, but it's the actual decision making and the acquisition of it, the procurement and the, the deployment of it all happens at a higher level.
00:12:04.173 --> 00:12:05.582
Is that accurate?
00:12:05.867 --> 00:12:06.197
Yes.
00:12:06.408 --> 00:12:07.577
That's a hundred percent accurate.
00:12:07.577 --> 00:12:10.929
Yeah, we don't get to we get to put in input, but that's about all we get.
00:12:10.929 --> 00:12:14.948
So if we want any improvements with with our stack and everything, we can send it up.
00:12:14.948 --> 00:12:17.274
And then sometimes we hear back eventually.
00:12:17.279 --> 00:12:19.049
Or sometimes we just wait and see what happens.
00:12:19.140 --> 00:12:20.507
I, you're probably not alone.
00:12:20.538 --> 00:12:26.100
People at large organizations that are not military focused probably have similar scenarios.
00:12:26.370 --> 00:12:27.237
I know I've heard of them.
00:12:27.278 --> 00:12:31.958
So how, what other ways are you making the connection between?
00:12:32.139 --> 00:12:38.791
Cause one of the things I noticed when you're on LinkedIn is you're out there talking about revenue, operations and marketing operations.
00:12:38.914 --> 00:12:41.483
It sounds like you've been doing a lot of educating yourself as well.
00:12:41.813 --> 00:12:46.733
How, how are you using that knowledge or your sort of your background in connecting the dots?
00:12:46.818 --> 00:12:50.028
What are the major connection points do you see between.
00:12:50.433 --> 00:12:57.822
What you're doing from a military perspective, understanding that there's technology and unique, maybe unique privacy stuff, things like that.
00:12:58.451 --> 00:13:03.578
With what you're learning about call it like civilian enterprises.
00:13:04.808 --> 00:13:05.084
Yeah.
00:13:05.108 --> 00:13:10.028
That's one of the reasons why I joined LinkedIn was to basically learn from everybody on there.
00:13:10.028 --> 00:13:12.588
I've been doing a lot of working through other CRMs to learn about them.
00:13:12.588 --> 00:13:16.225
I've been talking to a lot of people in the different fields and Gauging, Hey, this is what I do.
00:13:16.254 --> 00:13:19.804
This is what you guys do and getting feedback on what's similar or not.
00:13:19.834 --> 00:13:22.144
I attended a few webinars.
00:13:22.235 --> 00:13:22.845
I've done.
00:13:22.903 --> 00:13:28.009
I, I did the rev ops HubSpot summer school, which I can see some similarities there.
00:13:28.053 --> 00:13:30.935
But yeah, I'm getting a lot of feedback just from people that I'm talking to.
00:13:30.935 --> 00:13:31.750
Things that I'm learning.
00:13:31.750 --> 00:13:33.255
It's gonna sound really like I.
00:13:34.380 --> 00:13:41.794
Really bad about this, but I probably listen about three hours of podcasts a day to try to make sure that I'm getting the knowledge of what everybody's talking about.
00:13:41.794 --> 00:13:46.036
Make sure I get the lingo down a little bit and it helps me out with getting similarities as well.
00:13:46.060 --> 00:13:53.664
Just in ingesting a lot of content between LinkedIn podcast anything I can find online for training has really been helping me find some similarities.
00:13:53.762 --> 00:14:02.863
A few of the people that I've talked to online they'll post some HubSpot tutorials or whatnot, and then I've seen some that are similar to the way our systems are set up.
00:14:03.613 --> 00:14:08.214
And so I'll comment that because it's refreshing to see that there is some similarities there.
00:14:08.634 --> 00:14:11.129
And then I've got guys that that used to be.
00:14:11.148 --> 00:14:16.457
Not specifically in my position, but have worked in the same organization as far as recruiting for the army.
00:14:16.937 --> 00:14:21.605
And I've talked to them that are now out there that work for different companies like Salesforce and that kind of thing.
00:14:21.605 --> 00:14:22.337
Got'em on LinkedIn.
00:14:22.342 --> 00:14:24.197
I was like, Hey, let me bend here for a minute.
00:14:24.197 --> 00:14:28.174
And I talked to them and they'll tell me what's similar to their system compared to what we use.
00:14:28.595 --> 00:14:29.044
And.
00:14:29.799 --> 00:14:35.971
So basically lots of research is how I spend a good portion of my day when I'm not on LinkedIn.
00:14:36.776 --> 00:14:37.496
jealous.
00:14:37.606 --> 00:14:49.197
I wish I could do research and education for any length of time beyond just the little micro bits that we get in moments like this, where we're talking to folks like you're teaching me stuff right now.
00:14:49.466 --> 00:14:55.646
Just thinking about how you're strategizing on your learning methods, I think is awesome.
00:14:56.201 --> 00:15:02.879
And then on top of that the foundations of this community were like, oftentimes you're quite alone in the role in most organizations.
00:15:02.879 --> 00:15:07.948
And so certainly the part of the success factor is just the fact that we have people to connect with and talk to.
00:15:08.488 --> 00:15:13.198
And what I love about your effort Carter is that.
00:15:13.271 --> 00:15:17.949
Even though this isn't exactly a fit it's still helping you, which is awesome.
00:15:17.949 --> 00:15:24.427
And I'm glad to hear that you're able to absorb and make connections through the community and through the rest of the research methodologies that you're implementing.
00:15:24.552 --> 00:15:30.572
Super smart to I, would've never thought to go look for other folks that have done your role, who are now at civilian roles.
00:15:30.601 --> 00:15:32.203
So good on you, man.
00:15:32.473 --> 00:15:33.014
Kudos to you.
00:15:34.558 --> 00:15:35.188
Appreciate it.
00:15:35.188 --> 00:15:36.807
Yeah, it's it was a steep learning curve.
00:15:36.807 --> 00:15:43.822
When I first got on LinkedIn, it was a bit intimidating cuz you're like, what can I share that resonates with with everybody else since our systems, aren't exactly the same.
00:15:43.852 --> 00:15:47.649
I had to figure out what's the same and what's not in order to even get out there.
00:15:47.649 --> 00:15:51.972
And some of that came down to I, I didn't understand the right names for titles.
00:15:53.247 --> 00:15:54.904
Enablement, we just call training.
00:15:54.934 --> 00:15:57.865
Like I was the training supervisor and
00:15:57.906 --> 00:16:00.937
Sometimes, I think that would just be better if it was just called training.
00:16:03.261 --> 00:16:10.414
but yeah, like when I did enablement, I traveled all over California, 39 different recruiting stations and I'd trained them on, market share and everything.
00:16:10.414 --> 00:16:11.639
And I view them as.
00:16:12.894 --> 00:16:14.663
39 small businesses you could say.
00:16:14.663 --> 00:16:18.894
Cause they each have their own set of challenges and markets that they're in.
00:16:18.961 --> 00:16:24.091
Because the farmland in California's completely different than when I was in San Francisco.
00:16:24.151 --> 00:16:28.291
So like completely different markets there, completely different messages they gotta put out.
00:16:28.771 --> 00:16:29.291
And so when you.
00:16:29.942 --> 00:16:35.192
It's their own challenges that you get to go in and analyze and try to help'em come up with a strategy on how they're gonna do things.
00:16:35.581 --> 00:16:36.871
And I really enjoyed that.
00:16:36.871 --> 00:16:43.475
And then it ended up pushing me up another level to where I'm at now and to be able to do that I just don't get to travel as much.
00:16:43.572 --> 00:16:46.510
So I'm curious you mentioned Mike caught it as well.
00:16:46.510 --> 00:16:50.961
The, that you're connecting with people who are formally in, in role, similar to your, who are.
00:16:52.005 --> 00:16:54.440
It sounds like they're out the military at least from an active standpoint.
00:16:54.440 --> 00:17:01.502
Yeah, I'm wondering, are you getting, I assume you're getting value out of learning the language that at some point, I assume maybe not.
00:17:01.502 --> 00:17:12.212
You want to, you're going maybe leave the arm, the army, but are, so I, that makes sense to me, are you then also bringing some of that language back into.
00:17:12.948 --> 00:17:18.727
You're into the army and you, and your, maybe your, I dunno if you have counterparts in other parts of the country or the world yeah.
00:17:18.727 --> 00:17:34.664
Are you, how are you applying that daily into what you're doing and doing that translation, which, by the way, I agree with Mike I, I kudos to you because I actually, when you're describing that I was thinking how I've had, I've worked with multiple different technologies in the big ones, both Marketo and qua.
00:17:35.083 --> 00:17:36.552
Little bit of exposure to HubSpot.
00:17:36.557 --> 00:17:41.453
And part of that is just learning the language that they all use for essentially the same thing.
00:17:41.514 --> 00:17:42.723
Yeah, the it is helping a lot.
00:17:42.723 --> 00:17:44.932
Matter of fact, I was having with one of my bosses.
00:17:44.932 --> 00:17:48.759
We were actually cuz just like everybody else, we have trouble with attribution
00:17:48.845 --> 00:17:50.634
did you just say one of your bosses?
00:17:51.399 --> 00:17:51.759
Yes
00:17:52.859 --> 00:17:53.079
Yes.
00:17:53.500 --> 00:17:54.579
I was thinking the same thing.
00:17:55.089 --> 00:17:58.119
I was like, Ooh, that's a fun one to deal with.
00:17:59.095 --> 00:18:00.414
So he was just gonna slide that one in.
00:18:00.430 --> 00:18:02.889
basically I could break it down is.
00:18:06.129 --> 00:18:06.519
Yeah.
00:18:07.450 --> 00:18:07.599
Yeah.
00:18:07.643 --> 00:18:18.208
Just, easiest way to break it down is I have a COO COO and CEO is the positions that I'll call them just for namesake, but I could go by rank, but it wouldn't mean a whole lot for here.
00:18:18.208 --> 00:18:19.557
And matter of fact, I'm feeling.
00:18:19.992 --> 00:18:21.462
One of them had to go out for surgery.
00:18:21.462 --> 00:18:23.456
So I'm filling the CRO role now as well.
00:18:24.027 --> 00:18:27.444
So I'm multitasking for the next six weeks.
00:18:29.538 --> 00:18:30.078
That's awesome.
00:18:30.128 --> 00:18:36.690
So we're just having discussion about attribution and just like everybody else we, sometimes we have a hard time tracking attribution as well.
00:18:36.690 --> 00:18:47.452
And so I basically, as I was talking to him, I was like, this is something that comes up a lot, according to these people that I've talked to cuz you know, he wanted to do some dropdown menu surveys and everything like that for the people that we got in listing.
00:18:47.812 --> 00:18:55.253
And I was like if we leave this lock open to see where they actually came from much like a lot of people talk about it'll give us more accurate data than what we can trace back in.
00:18:55.898 --> 00:18:56.528
Reports.
00:18:56.560 --> 00:18:59.350
Cuz again, we it's one of the many reports.
00:18:59.350 --> 00:19:01.330
I'm sure we all track is attribution.
00:19:01.418 --> 00:19:08.864
Contact times and we got leads scoring and everything for our marketing leads that come in as well as our sales leads just like anybody else.
00:19:08.913 --> 00:19:12.303
I don't know why I got such a bad connection today, but yeah.
00:19:12.303 --> 00:19:15.758
I was having a conversation with one of my bosses about attribution for our leads.
00:19:15.788 --> 00:19:21.258
And so I was talking about all the things that I've seen on LinkedIn and everybody talking about and some of just.
00:19:22.002 --> 00:19:37.753
Studies that have been published about leaving some sales open instead of having everything a dropdown for for some of our closed deals, or if you wanna call it fed our enlistments about how they actually found us, whether the recruiter found them, whether it was the Facebook ad, et cetera, on how they actually got there.
00:19:37.844 --> 00:19:41.173
And not just so much of what we could pull in our reports in the system.
00:19:41.713 --> 00:19:43.983
And so being able to go back and use.
00:19:45.058 --> 00:20:01.806
What we've been talking about as far as attribution and what I've been learning from LinkedIn from everybody on there and a different portion of everything that read in my research, I think it has helped I've been going around it's definitely helped with my personal social media savvy, because I've learned a lot from everybody on their, on social media.
00:20:02.316 --> 00:20:07.752
I was not as good as social media and I'm still working on that previous, but learn a lot of tips and tricks.
00:20:07.819 --> 00:20:09.622
We actually have a just everybody else.
00:20:09.622 --> 00:20:11.211
We have a digital marketing team.
00:20:11.301 --> 00:20:13.833
That's co-located with me that that we use up here.
00:20:13.893 --> 00:20:21.316
And so we sort out people's strengths and assign'em to that get'em trained up and then we make it that their primary focus, but then we track those leads like that as.
00:20:21.403 --> 00:20:22.146
That's interesting.
00:20:22.205 --> 00:20:30.965
We talked a little bit about the like technology and like encryption kinds of constraints that you work under.
00:20:31.038 --> 00:20:48.333
Can, I don't know how much you can share, obviously there's we don't wanna get into something that's not public domain, but just curious for our audience and our listeners, what do maybe based on your research and what you know about how you have to operate within the army what are some of the like big constraints that you've got from a technology standpoint?
00:20:48.542 --> 00:20:50.133
We talked about the procurement challenges.
00:20:50.137 --> 00:20:58.219
I get that, but just to the pure technology piece that you feel like might be different if you were not in the environment you're in.
00:20:58.243 --> 00:21:01.403
There's some days where the encryption on my computer will even block Google.
00:21:01.403 --> 00:21:04.085
So there's lots of websites that are blocked for us.
00:21:04.206 --> 00:21:06.666
I can't just connect to any printer or anything like that.
00:21:06.672 --> 00:21:06.716
I.
00:21:07.926 --> 00:21:11.436
I have to, there's a specific printer that I have to be connected to.
00:21:11.503 --> 00:21:20.469
But as far as technology goes a lot of the same reports and everything that, that that I've seen out there are pretty similar.
00:21:20.518 --> 00:21:23.337
They took away our email marketing platform from us.
00:21:23.337 --> 00:21:24.557
It was not performing up to snuff.
00:21:24.557 --> 00:21:28.270
So that's one of the one of the things I would say that is a major issue, right?
00:21:29.320 --> 00:21:38.639
For both marketing and sales is that the mass email capability and be able to schedule emails out is not there for us anymore, which I know is something they're working on.
00:21:38.910 --> 00:21:51.137
But outside of that the only way to access our entire CRM is on a specific computer that they give us that we have to be able to plug our ID card in cuz it's got a chip in it.
00:21:51.647 --> 00:21:54.462
And Then we so gotta be on a secure network, gotta log in.
00:21:54.583 --> 00:21:56.364
And yeah, so it makes it challenging.
00:21:56.663 --> 00:22:03.370
I can't connect just anywhere I was at a different location yesterday and I was trying to get secure.
00:22:03.370 --> 00:22:06.686
I even turned my VPN in on and everything and it it rejected the network.
00:22:06.926 --> 00:22:11.212
My encryption would not connect to the network, which made it terribly hard to get done when I needed to get done.
00:22:11.237 --> 00:22:12.432
I had to move to a different location.
00:22:12.472 --> 00:22:14.451
Remote work is definitely not a thing for us.
00:22:14.451 --> 00:22:14.661
Yeah.
00:22:14.661 --> 00:22:34.490
We we, when COVID first hit I'd say we did remote work for about for about a month, but we rely so much on in person because once they make it to a certain point in their decision, they actually have to take a test that's proctored and then they have to go to a physical location.
00:22:35.254 --> 00:22:43.334
In order to take the physical and all paperwork's gotta be signed in front of somebody else to verify as a witness and same thing with our signatures.
00:22:43.394 --> 00:22:49.229
So yeah, it was about a month that that we didn't do that, but yeah, remote work is not a thing.
00:22:49.259 --> 00:22:52.805
I've heard good things about remote work, but it's mainly been through being Vic curious.
00:22:53.234 --> 00:22:53.454
So
00:22:57.109 --> 00:22:59.369
Yeah, so that I was gonna ask about that.
00:22:59.425 --> 00:23:00.326
Glad you talked through it.
00:23:00.326 --> 00:23:00.655
Yes.
00:23:00.747 --> 00:23:04.303
So that sounds like one of the challenges is just, the ability to work from different places.
00:23:04.346 --> 00:23:11.431
That's actually probably a big one for a lot of our listeners that would probably try they're probably like, oh my gosh, what am I gonna do?
00:23:11.431 --> 00:23:14.250
I actually have to go into an office on a daily basis.
00:23:14.911 --> 00:23:15.901
Some of them might like that.
00:23:15.901 --> 00:23:16.381
I don't know.
00:23:16.381 --> 00:23:19.681
But my sense is the majority of our audience is not in that camp.
00:23:21.421 --> 00:23:22.230
I'm perfectly.
00:23:22.230 --> 00:23:22.770
All right.
00:23:23.040 --> 00:23:24.721
With my remote work situation.
00:23:26.701 --> 00:23:27.030
Yeah.
00:23:27.030 --> 00:23:29.161
you could do that technology from anywhere.
00:23:29.161 --> 00:23:29.911
It's fine.
00:23:29.978 --> 00:23:35.539
That kind of the best part of having so many stations is no matter where I go in the country.
00:23:35.547 --> 00:23:40.826
There's always a recruiting station close, so I can always pop in and connect to their network if I needed to worst case scenario.
00:23:41.787 --> 00:23:49.747
But you couldn't, fly to the middle of Europe in a remote island, somewhere off the coast of Spain and sit on a Sandy beach and pull out your laptop.
00:23:49.747 --> 00:23:50.915
That's is that not the dream?
00:23:50.926 --> 00:23:54.686
We do have military bases and recruiting stations in both of those locations.
00:23:54.826 --> 00:23:55.067
wow.
00:23:55.071 --> 00:23:55.517
Amazing.
00:23:55.547 --> 00:23:55.876
Okay.
00:23:55.876 --> 00:24:00.976
Shows how much I know about as a Canadian about American military I'm like really you guys
00:24:02.116 --> 00:24:08.322
Yeah, we got we got bases in Italy and Germany and in Spain and not big bases.
00:24:08.356 --> 00:24:11.583
They're normally dual with mul multiple branches and everything there.
00:24:11.583 --> 00:24:13.090
But yeah we got bases all over the world.
00:24:13.975 --> 00:24:14.306
Naomi.
00:24:14.306 --> 00:24:16.135
I always think of something just a little more practical.
00:24:16.135 --> 00:24:25.796
So you think about the stories we've all probably heard and I you've brought this up, like the waking up in the middle of the night going, is that email gonna go out the right way tomorrow?
00:24:26.201 --> 00:24:30.100
Out last week, I was like, oh my gosh, did I just accidentally pur am I gonna wake up?
00:24:30.100 --> 00:24:33.340
And our entire databases purge because I did some change yesterday and they're just,
00:24:33.421 --> 00:24:40.330
So you like, so like I, so Carter, I like that actually is a, can you get into a facility like at,
00:24:40.355 --> 00:24:42.173
I can get into my home network.
00:24:42.233 --> 00:24:48.835
And I can connect there, but worst case scenario my again, I have more key cards that'll get me into the building that I'm at.
00:24:49.254 --> 00:24:54.384
So I gotta scan one for the elevator, one to get in through the door one to get in through the office upstairs.
00:24:55.105 --> 00:24:55.494
And
00:24:55.522 --> 00:24:56.495
I can't even imagine.
00:24:56.513 --> 00:24:58.759
I can barely keep up with the one I have.
00:24:58.878 --> 00:25:00.168
If I go into an office.
00:25:00.199 --> 00:25:01.398
I was just thinking the same thing.
00:25:01.759 --> 00:25:07.101
I was like, man, I got one key for the house and I think there's a different one for the locker that I get at the gym.
00:25:07.101 --> 00:25:09.601
Whenever I go there that's confusing enough for me.
00:25:09.841 --> 00:25:10.142
Right.
00:25:10.922 --> 00:25:12.723
just trying to get in through five doors.
00:25:12.844 --> 00:25:13.263
Woo.
00:25:13.309 --> 00:25:15.920
That sounds like, so I got to tour, oh gosh.
00:25:16.519 --> 00:25:27.232
One of the credit bureau data centers, once it happens to be here in the Dallas area, can't remember which one it was, but it was the same thing you had to card swipe in, you had to card swipe out.
00:25:27.292 --> 00:25:29.564
You had it was the most secure place.
00:25:29.564 --> 00:25:29.743
I'd.
00:25:30.719 --> 00:25:33.148
Most career place I've probably ever been actually.
00:25:33.989 --> 00:25:36.808
And it doesn't sound like it's even close to what you're doing with Carter.
00:25:37.418 --> 00:25:40.416
I think I should implement that for my home office though.
00:25:40.416 --> 00:25:41.797
Speaking of remote work,
00:25:41.864 --> 00:25:43.966
Are you, are there knock, are there knocks at your door right now?
00:25:43.966 --> 00:25:44.326
Mike,
00:25:44.341 --> 00:25:52.339
Not yet the kids aren't home, but I'll tell you what, the four year old likes to come in and, find his way and talk to me about some superheroes and stuff.
00:25:52.355 --> 00:25:53.105
do a little dance.
00:25:53.539 --> 00:25:54.680
yeah, definitely.
00:25:54.980 --> 00:25:59.149
I completely understand that mine my turns for this next week, actually.
00:25:59.779 --> 00:26:00.829
ah, good stuff.
00:26:00.839 --> 00:26:02.450
he's definitely all about that.
00:26:05.404 --> 00:26:06.484
Yeah, I get it.
00:26:06.484 --> 00:26:07.234
That's crazy.
00:26:07.264 --> 00:26:07.461
Okay.
00:26:07.466 --> 00:26:12.771
So another let's I wanna jump into something cuz you've brought it up and I know you and I talked about this.
00:26:12.892 --> 00:26:18.512
Carter is the amount of data and analytics and reporting that you all do.
00:26:18.549 --> 00:26:25.355
Kinda going back again to, so based on kinda your own discovery and research and learning, how, how much do you rely on data?
00:26:25.685 --> 00:26:27.725
How much do you think that translates to?
00:26:27.860 --> 00:26:31.881
Are those listeners that we have that are in kinda the B2B or B2C space?
00:26:32.151 --> 00:26:32.270
I.
00:26:34.050 --> 00:26:34.283
Yeah.
00:26:34.283 --> 00:26:37.626
Just like everybody else data is a good point that we use Wheaton.
00:26:38.426 --> 00:26:41.370
There's we have basically a report for everything.
00:26:41.452 --> 00:26:49.469
But we use data a lot, but then we also try to rely on the what we call boots on the ground, the guys on the front lines, and then talking to our recent enlistments.
00:26:49.469 --> 00:26:53.295
We talk to them as they enlist and then through the process before they leave out for basic training.
00:26:53.307 --> 00:26:54.883
But yeah data does speak a lot for us.
00:26:54.883 --> 00:26:55.722
So we'll go.
00:26:55.807 --> 00:26:57.367
I set up probably more.
00:26:58.028 --> 00:27:04.281
PowerPoints with graphs and data that I end up having to present more than I'd like to say, but it's,
00:27:04.497 --> 00:27:08.692
you have to suffer through taking data and putting it into a PowerPoint, just like the rest of us.
00:27:10.076 --> 00:27:10.642
hundred percent.
00:27:11.061 --> 00:27:11.362
Yeah.
00:27:11.366 --> 00:27:17.023
Matter of fact, once we're down here because our our month ended today, so we're our days are offset.
00:27:17.026 --> 00:27:19.336
And it is mainly for for the flow of things.
00:27:19.336 --> 00:27:25.653
So I got probably two hours of reports to wrap up once we get off here to close out our month.
00:27:26.134 --> 00:27:27.099
And it goes through.
00:27:27.171 --> 00:27:29.840
A lot of information that we're gonna go through demographic ages.
00:27:29.840 --> 00:27:36.029
We're gonna go through where they originated from how many visits they had to take before they made it to their final journey.
00:27:36.029 --> 00:27:39.503
What zip codes they came from, what geographical location.
00:27:39.983 --> 00:27:42.990
And yeah, and then I take all that and put it in a graph.
00:27:42.990 --> 00:27:43.649
That's easy to.
00:27:45.494 --> 00:27:53.166
that way I can can brief it with some, a few bullet points, but just like anybody else take, takes a while to dig through all the reports to make that pretty graph.
00:27:53.192 --> 00:27:54.378
It definitely does.
00:27:54.618 --> 00:27:57.979
And I don't know anyway, but you just talked about lead source.
00:27:58.158 --> 00:28:05.355
I know Naomi, we could appreciate that lead source and demographics, and you got the whole bit there, so good stuff.
00:28:05.378 --> 00:28:07.672
Carter, this has been amazing.
00:28:07.731 --> 00:28:13.971
Is there anything we is anything that we haven't touched on that you'd wanna make sure that our audience would hear from you?
00:28:13.984 --> 00:28:17.339
No only thing I can say is is I appreciate what you guys do.
00:28:17.365 --> 00:28:20.049
Definitely learn a lot from you guys on here and.
00:28:20.110 --> 00:28:23.375
The Mo pros website, definitely looking forward to seeing that coming along.
00:28:23.375 --> 00:28:26.308
I got I keep, I can't get a picture on their right.
00:28:26.308 --> 00:28:27.269
I'm gonna figure this out though.
00:28:28.229 --> 00:28:28.709
Figure it out.
00:28:28.709 --> 00:28:31.606
My picture's always too big to, to I'll figure that part out.
00:28:32.311 --> 00:28:34.051
Send it to me, Carter, I'll help you out.
00:28:34.079 --> 00:28:42.031
I got some ways to help you there and we'll send it back so you can upload it, but we appreciate you being a part, being a learner with us, being a community member.
00:28:42.041 --> 00:28:47.191
And we appreciate what you do too, cuz you know, that's pretty important for a lot of us here in the us anyway.
00:28:47.596 --> 00:28:48.195
Absolutely.
00:28:48.796 --> 00:28:53.336
So Carter sounds like LinkedIn is the place to, to keep up with what you've got going on.
00:28:53.336 --> 00:28:53.910
Is that right?
00:28:53.910 --> 00:28:56.680
Or is there any someplace else that people should connect with you if they want.
00:28:57.714 --> 00:28:59.997
Yeah, LinkedIn is the place to find me.
00:29:00.066 --> 00:29:04.158
Carter L right, is is my handle.
00:29:04.158 --> 00:29:05.328
You can find me on there.
00:29:05.328 --> 00:29:07.442
And I'm on there more than I'd like to admit.
00:29:09.623 --> 00:29:10.042
That's right.
00:29:10.042 --> 00:29:12.143
We probably all could say that from time to time.
00:29:12.143 --> 00:29:13.673
So no, no judgment
00:29:13.691 --> 00:29:15.014
Definitely raising my hand on.
00:29:15.279 --> 00:29:15.639
Yeah.
00:29:16.960 --> 00:29:18.609
As I'm submitting a comment right now.
00:29:18.609 --> 00:29:19.480
I'm not multitasking.
00:29:20.019 --> 00:29:20.470
Yeah.
00:29:20.479 --> 00:29:21.816
That never happens around here.
00:29:22.385 --> 00:29:22.894
All right.
00:29:22.924 --> 00:29:25.024
Carter, thank you so much, Mike.
00:29:25.024 --> 00:29:26.134
Naomi, thank you.
00:29:26.134 --> 00:29:27.632
As always, it's a pleasure.
00:29:27.672 --> 00:29:34.902
Thanks to our listeners for continuing to support us in providing us your feedback and support and ideas for topics and guests.
00:29:35.531 --> 00:29:41.622
If you have more, certainly reach out to Naomi, Mike or me, and we can get that rolling as well.
00:29:41.622 --> 00:29:44.412
So until next time, thanks everyone.
00:29:45.446 --> 00:29:46.047
Bye everybody.
00:29:46.106 --> 00:29:46.497
Bye.
00:00:27.010 --> 00:00:27.670
Hello, everyone.
00:00:27.670 --> 00:00:32.920
Welcome to another episode of OpsCast brought to you by the MO Pros now powered by marketingops.com.
00:00:32.980 --> 00:00:34.549
If you're not a member, you should join soon.
00:00:34.573 --> 00:00:38.082
Today I'm joined by my cohost, both of them.
00:00:38.082 --> 00:00:39.162
So all three of us are here.
00:00:39.162 --> 00:00:40.662
Naomi Liu and Mike Rizzo.
00:00:41.373 --> 00:00:42.853
Mike doesn't wanna admit that.
00:00:42.883 --> 00:00:43.483
What is this?
00:00:43.543 --> 00:00:44.203
What we call this?
00:00:44.203 --> 00:00:44.802
Your Mike?
00:00:44.841 --> 00:00:47.277
It's the year of the MO Pro it's the year of the MO Pro.
00:00:48.347 --> 00:00:49.337
all right, Naomi.
00:00:49.341 --> 00:00:50.777
Say hello, please.
00:00:51.061 --> 00:00:54.948
I just feel like people are gonna get tired of me saying that to them all the time, it's okay.
00:00:54.948 --> 00:00:58.399
So the year of the MO Pro folks is the year of 2022.
00:00:59.268 --> 00:01:01.219
just for those that listen to this later,
00:01:02.344 --> 00:01:02.643
Oh, yeah.
00:01:02.783 --> 00:01:04.769
said that was the year of 2022
00:01:04.984 --> 00:01:05.194
Yeah.
00:01:05.194 --> 00:01:13.743
I guess we actually have to do that now because I, as I was telling you, as we, before we recorded, I talked to somebody who's like on episode 10 around the time we went from being live to recorded.
00:01:13.762 --> 00:01:14.141
Yeah.
00:01:14.201 --> 00:01:16.151
So I guess we actually do need to call that out.
00:01:17.456 --> 00:01:17.906
All right.
00:01:17.908 --> 00:01:20.128
Today our guest is Carter Wright.
00:01:20.128 --> 00:01:23.878
Carter is currently manager of revenue operations with the US Army.
00:01:23.878 --> 00:01:27.328
Carter has been with the US Army in a variety of roles, including combat duty.
00:01:27.328 --> 00:01:28.977
So he's legit.
00:01:29.427 --> 00:01:32.128
Most of his roles have been in and around sales and marketing.
00:01:32.132 --> 00:01:36.957
In addition, he is actively pursuing more knowledge about marketing and revenue operations.
00:01:36.957 --> 00:01:43.501
And as a freelance consultant, so you might be asking yourself, how does marketing and sales apply to the military?
00:01:43.516 --> 00:01:46.096
That is exactly what Carter's going to share with us.
00:01:46.120 --> 00:01:49.545
Carter, first of all, thank you for your service and thanks for joining us today.
00:01:50.969 --> 00:01:51.875
Hey I appreciate it.
00:01:51.929 --> 00:01:52.888
I'm glad to be here.
00:01:52.965 --> 00:01:54.777
Yeah, first, I gotta throw out my disclaimer.
00:01:54.867 --> 00:01:55.250
All right.
00:01:55.269 --> 00:01:57.638
These are opinions are my own and not my employers.
00:01:57.650 --> 00:01:59.307
They make sure I get that out there anytime.
00:01:59.307 --> 00:02:01.778
I come on just just to be safe rather than sorry.
00:02:01.778 --> 00:02:02.561
Getting that out there.
00:02:02.591 --> 00:02:02.832
Yeah.
00:02:02.832 --> 00:02:03.611
Glad to be here.
00:02:03.617 --> 00:02:04.474
I actually I, I.
00:02:05.140 --> 00:02:11.361
Cover or for the recruiting for the army, which I view more as sales than I do actually recruiting the way that we do it.
00:02:11.367 --> 00:02:21.280
And I think the Army's starting to come around to that idea cuz they actually pushed out an email not too long ago, asking if we feel like we're getting enough sales training or if we've been doing it on our own.
00:02:21.280 --> 00:02:23.379
So maybe I'm not alone in that aspect.
00:02:23.379 --> 00:02:26.206
But yeah, I work up in the operations cell and.
00:02:26.304 --> 00:02:32.222
Going from top of the funnel from our marketing leads all the way through the funnel, when they, the sales funnel and they leave out for basic training.
00:02:32.282 --> 00:02:44.032
So that's way I looked at it was revenue operations is one way that I viewed it is so that's, as I come and learned the terms, that's what I went with and that's why I call it revenue operations for the army unique.
00:02:44.032 --> 00:02:44.421
I know.
00:02:45.382 --> 00:02:45.981
I like it.
00:02:46.627 --> 00:02:46.836
Yeah.
00:02:46.842 --> 00:02:47.294
It's different.
00:02:47.294 --> 00:02:50.600
And Carter and I got the chance to talk to him earlier a few weeks ago.
00:02:50.600 --> 00:02:54.585
And at first I was truthfully, I was skeptical about like how, what the connection was.
00:02:54.673 --> 00:03:02.693
And so I think it was interesting to hear how, what, think the majority of our listeners are out there in B2B world, or maybe B2C world and.
00:03:03.563 --> 00:03:06.563
Yeah, trying to apply this to traditional marketing and sales.
00:03:06.563 --> 00:03:10.502
So I think this will be an interesting one for our listeners to get their heads around.
00:03:10.508 --> 00:03:11.798
Sorry, I'm gonna interject here.
00:03:11.798 --> 00:03:23.955
Shout out to Andrew who called me out and said, Hey, on my profile on marketing ops.com I don't really fall into the categories of B2B or B2C or B2 So I need something more specific than that.
00:03:24.135 --> 00:03:26.566
So I'm actually curious, Carter, what would you say?
00:03:27.195 --> 00:03:32.265
Like it's B to C it's a to C R B to consumer, like
00:03:33.360 --> 00:03:34.777
I I view it as B2C.
00:03:34.777 --> 00:03:35.106
Yeah.
00:03:35.227 --> 00:03:38.265
That's best way I can describe it to people is B2C.
00:03:38.469 --> 00:03:38.830
Okay.
00:03:38.860 --> 00:03:39.370
Fair enough.
00:03:39.370 --> 00:03:39.729
Fair enough.
00:03:39.771 --> 00:03:40.265
For Andrew.
00:03:40.265 --> 00:03:44.798
I think I have to list it as he, he works in the education sort of arena.
00:03:44.798 --> 00:03:45.997
And so I just said, EDU,
00:03:47.407 --> 00:03:47.707
Right.
00:03:47.707 --> 00:03:48.548
that's what we'll put there.
00:03:48.548 --> 00:03:49.668
I don't know what else to say.
00:03:49.668 --> 00:03:50.012
Good.
00:03:50.012 --> 00:03:51.481
Yeah, I think it's gonna be realistic.
00:03:51.481 --> 00:03:58.667
And before we get too much into this sort of connection between revenue ops marketing ops and the military, we'll get to that in a few minutes.
00:03:58.667 --> 00:04:10.116
Like I think first Carter, why don't you just share with our listeners your journey, your crew journey and how kinda, how that has led you to be interested in the area of revenue and marketing operations.
00:04:10.866 --> 00:04:11.225
Yeah.
00:04:11.466 --> 00:04:11.765
Surely.
00:04:11.765 --> 00:04:11.920
Yeah.
00:04:11.945 --> 00:04:13.635
Joined up straight outta high school.
00:04:13.652 --> 00:04:18.137
September 11th happened while I was in basic training and then signed up to be special operations.
00:04:18.137 --> 00:04:19.909
So I jumped out of planes, kicked indoor.
00:04:20.180 --> 00:04:21.590
I was on the invasion into Iraq.
00:04:21.680 --> 00:04:25.399
They even wrote a book about it about the invasion with the 82nd Airborne.
00:04:25.460 --> 00:04:30.241
And then did a few tours, got picked up for recruiting duty.
00:04:30.782 --> 00:04:34.021
And then I got to watch It was purely sales driven at that time.
00:04:34.021 --> 00:04:37.769
Not a lot of marketing going on besides the civilianized company that we had.
00:04:38.068 --> 00:04:48.722
Cause we, we do have an agency that covers it some marketing, so we agency side and then we have what we call the green Cedar side, which is those in uniform.
00:04:48.792 --> 00:04:49.451
Y'all can still hear.
00:04:51.236 --> 00:04:51.537
Okay.
00:04:51.537 --> 00:04:51.956
Perfect.
00:04:52.437 --> 00:05:02.402
And then so I watched it evolve as, as well as as technology evolved with us, we started getting more marketing data and then yeah, I'll do that.
00:05:02.461 --> 00:05:07.512
Mike, we started getting more marketing data which helped me get better at my job.
00:05:07.517 --> 00:05:12.182
So I'm the guy that every time we got a new link I started clicking things and figuring things out.
00:05:12.203 --> 00:05:13.734
And that helped me get good at recruiting.
00:05:13.734 --> 00:05:21.440
Cause I could I could see where my competition was, what they, and where they were being productive because our we go all the way down to zip code level.
00:05:21.500 --> 00:05:27.624
And I can see when my direct competition say the Marines, the Navy and everybody, they're writing contracts in a specific area.
00:05:28.043 --> 00:05:32.678
And because I know their message that they're pushing, I could tailor my message that way as well.
00:05:33.068 --> 00:05:35.438
And so then when social media started coming about.
00:05:36.254 --> 00:05:40.605
I started using that to leverage different areas and everything out there as well to help push my market.
00:05:41.025 --> 00:05:44.751
But we have quite, quite a bit of reports that we use to analyze.
00:05:44.751 --> 00:05:48.662
So we have hundreds of segmentations that we have all over.
00:05:48.669 --> 00:05:51.245
The us that we used down the zip code level.
00:05:51.245 --> 00:05:59.732
So I can search for a specific persona or segmentation per zip code that would also give me background knowledge on how to shape my message.
00:06:00.062 --> 00:06:00.993
And so the more.
00:06:01.668 --> 00:06:05.799
Marketing data that we were able to obtain that really helped me progress through my career.
00:06:06.159 --> 00:06:10.928
So I ended up moving from a basic what I call sales up to running an office.
00:06:10.933 --> 00:06:19.100
And then from there I moved into enablement and then eventually into where I'm at now and then without dominating too much.
00:06:19.168 --> 00:06:21.496
How I got into enablement was actually.
00:06:21.512 --> 00:06:21.841
Funny.
00:06:21.841 --> 00:06:30.033
So I reported to a new office cuz they move us every two to three years to make sure that we can function well across the us.
00:06:30.514 --> 00:06:33.888
And then it was my second day in the office.
00:06:33.888 --> 00:06:35.327
I didn't even have my computer yet.
00:06:35.748 --> 00:06:45.782
And I was asked to put together a brief of our area and what my, basically my strategy would be in order to increase our market share and So I worked on it all weekend.
00:06:45.782 --> 00:06:47.101
Got it set up that Monday.
00:06:47.182 --> 00:06:53.211
And then basically the people I was briefing, they're like, Hey, you know what, you're gonna come work for us.
00:06:53.211 --> 00:07:00.174
And then I spent the rest of my time traveling to different stations, showing them how to use their data in order to be more successful their marketing data.
00:07:00.264 --> 00:07:03.530
And and that's basically how I got to where I'm at now.
00:07:03.530 --> 00:07:07.288
Cause I went from enablement and then up to revenue operations.
00:07:11.118 --> 00:07:18.859
So I'm curious before we move on a little bit, I'm curious so I can't remember if you told me this or not, but your title, your does your actual title inside the army?
00:07:18.859 --> 00:07:20.298
Is it say revenue, operations?
00:07:20.418 --> 00:07:29.269
Is it, this is something different, cuz I was, what was interesting to me is you were using terminology that I wouldn't normally associate with, I think recruiting for the military.
00:07:29.311 --> 00:07:35.359
And my get, by the way, my guess is you probably have me in your database, not me, but my teenage sons, but that's a separate
00:07:35.538 --> 00:07:35.958
Hundred percent
00:07:38.119 --> 00:07:38.568
so yeah.
00:07:38.568 --> 00:07:45.019
So are, do you, when y'all are talking, do you use that more of the civilian language or are you using more of the military type.
00:07:45.043 --> 00:07:53.274
The only thing that we don't use that's civilian night language is like my title's in the army is just operations because every.
00:07:54.970 --> 00:08:05.778
Every every unit has an operation cell, so they don't make the specific differentiator between if I was still infantry on the front lines, there'd be an operation cell for planning missions and everything.
00:08:06.168 --> 00:08:07.369
So we're just called operations here.
00:08:07.369 --> 00:08:14.086
But as far as market share segmentation personas, we have a little bit different name for personas segmentation.
00:08:14.086 --> 00:08:16.989
We do use Yeah, for the market share we use.
00:08:17.619 --> 00:08:21.849
So it, it would really, some of the verbiage I have had to learn all over again.
00:08:21.878 --> 00:08:24.677
So what you guys call ICP?
00:08:24.677 --> 00:08:25.735
We don't use that term.
00:08:26.455 --> 00:08:30.216
We use targeted market which I know that's used a little bit different as well.
00:08:30.216 --> 00:08:33.193
What you guys call a map is different than what I call a map.
00:08:34.453 --> 00:08:35.783
And so for us a
00:08:35.889 --> 00:08:38.825
You're like my map is literally a map with topographical
00:08:38.892 --> 00:08:43.881
Yes, we have that one too, but we also have our map is more of a picture of just the sales funnel
00:08:44.782 --> 00:08:45.201
Okay.
00:08:45.236 --> 00:08:47.512
percentages that really break it down.
00:08:47.624 --> 00:08:56.230
Barney style, is the best way to put it for somebody just coming to recruiting, to be able to see the picture and understand where they need to be at.
00:08:56.298 --> 00:08:58.954
But yeah, so our map is called a mission assessment plan.
00:08:59.083 --> 00:08:59.504
Okay.
00:08:59.923 --> 00:09:00.163
Got.
00:09:00.928 --> 00:09:03.567
And then CRM, we don't call our system a CRM.
00:09:03.626 --> 00:09:14.675
I learned that from listening to a lot of people we do have our own CRM that is not out there to the public that that we use to get all our data, put all of our leads into It mirrors a lot.
00:09:14.915 --> 00:09:17.165
Like one of our reporting system is called by zone.
00:09:17.225 --> 00:09:24.605
I could only assume it's mirrored a little bit off of power buy and we have our own G2 site and yeah.
00:09:24.634 --> 00:09:28.524
So we get a lot of sites that I've heard a lot of things about, but not quite the same.
00:09:28.644 --> 00:09:29.485
I can put it that way.
00:09:30.549 --> 00:09:31.809
Is it proprietary tech?
00:09:31.809 --> 00:09:38.771
Sorry, Naomi I jumped in Is it proprietary tech that you have on the, on that's being developed or is it backed?
00:09:38.771 --> 00:09:40.241
Do you know if it's backed by?
00:09:40.932 --> 00:09:43.600
I haven't heard the name, so I guess I could do a Google search, but.
00:09:44.159 --> 00:09:50.088
So we are getting a new CRM that I can't tell you who is backed by, but I know was backed by somebody you guys know.
00:09:50.134 --> 00:09:54.120
Out there, but yeah, there, there is a new one being built right now for us.
00:09:54.120 --> 00:09:57.848
The one that we're working with now I couldn't tell you who the originator is.
00:09:57.915 --> 00:10:05.291
I could assume is just because of how different it is from most which I've noticed some similarities, but it, it seems pretty unique to us.
00:10:05.291 --> 00:10:11.005
So I, I think we, I think the army at some point crafted this one because I've been using a version of this one since about.
00:10:11.005 --> 00:10:11.771
2009
00:10:12.641 --> 00:10:13.062
Oh yeah.
00:10:13.091 --> 00:10:13.422
Okay.
00:10:13.480 --> 00:10:22.291
I guess from my perspective, I'm curious if you run into challenges when it comes to like budgeting or budgets, is that something that's under your wheelhouse of responsibility?
00:10:22.336 --> 00:10:31.824
Do you have to make business cases, whether it be developing tools internally for support, or even just going out and acquiring new ones?
00:10:31.831 --> 00:10:32.856
What does that look like for you?
00:10:32.856 --> 00:10:33.996
I'm curious how that differ.
00:10:35.221 --> 00:10:35.511
Yeah.
00:10:35.649 --> 00:10:38.619
Our system's a hundred percent internal in that aspect.
00:10:38.619 --> 00:10:41.438
So there is no add-ons or anything onto our system.
00:10:41.438 --> 00:10:44.259
That's compatible because of our security encryption.
00:10:44.649 --> 00:10:48.395
So anytime anything needs to be added it's a lengthy process.
00:10:48.501 --> 00:10:50.432
It's gotta go through a security background.
00:10:50.432 --> 00:10:52.034
Fitting to make sure it can fit with ours.
00:10:52.034 --> 00:10:56.189
And I think that's probably part of the option with our new CRM we're working on now.
00:10:56.189 --> 00:11:06.213
I know it's been in the works for over a year now and it was supposed to roll out a lot sooner than it has, but part of the issue that I'm hearing is is our security protocols that we gotta deal with.
00:11:06.843 --> 00:11:09.004
So cuz we deal with a lot
00:11:09.048 --> 00:11:11.582
would say that is a very common problem.
00:11:12.212 --> 00:11:12.393
Yeah.
00:11:12.467 --> 00:11:14.327
I'm just gonna say that too, like
00:11:15.062 --> 00:11:16.622
there's something we definitely share.
00:11:17.207 --> 00:11:17.538
Yeah.
00:11:18.692 --> 00:11:33.788
Yeah, but I think Amy would, I think what I'm hearing from Carter is that two things, I think it the level of, because he talked about encryption, I talked about security in a more general sense, usually when I'm thinking about our tools not so much, I'm sure there's some encryption, but not a huge amount, but the whole procurement process Carter am.
00:11:33.788 --> 00:11:34.389
Am I right?
00:11:34.389 --> 00:11:36.399
That I think where Naomi was going.
00:11:36.399 --> 00:11:37.478
I thought it was a really interesting question.
00:11:37.478 --> 00:11:39.578
Cause I hadn't thought about this until she brought it up.
00:11:39.578 --> 00:11:47.978
Is that yeah, I think for the most part in our roles, we have a little more, some amount of autonomy on making choices about tech.
00:11:48.016 --> 00:11:49.394
I see Naomi nodding, so that's good.
00:11:49.674 --> 00:12:04.173
I'm but it sounds are you're you're in a position where you might make suggestions on what tools or technology could be used, but it's the actual decision making and the acquisition of it, the procurement and the, the deployment of it all happens at a higher level.
00:12:04.173 --> 00:12:05.582
Is that accurate?
00:12:05.867 --> 00:12:06.197
Yes.
00:12:06.408 --> 00:12:07.577
That's a hundred percent accurate.
00:12:07.577 --> 00:12:10.929
Yeah, we don't get to we get to put in input, but that's about all we get.
00:12:10.929 --> 00:12:14.948
So if we want any improvements with with our stack and everything, we can send it up.
00:12:14.948 --> 00:12:17.274
And then sometimes we hear back eventually.
00:12:17.279 --> 00:12:19.049
Or sometimes we just wait and see what happens.
00:12:19.140 --> 00:12:20.507
I, you're probably not alone.
00:12:20.538 --> 00:12:26.100
People at large organizations that are not military focused probably have similar scenarios.
00:12:26.370 --> 00:12:27.237
I know I've heard of them.
00:12:27.278 --> 00:12:31.958
So how, what other ways are you making the connection between?
00:12:32.139 --> 00:12:38.791
Cause one of the things I noticed when you're on LinkedIn is you're out there talking about revenue, operations and marketing operations.
00:12:38.914 --> 00:12:41.483
It sounds like you've been doing a lot of educating yourself as well.
00:12:41.813 --> 00:12:46.733
How, how are you using that knowledge or your sort of your background in connecting the dots?
00:12:46.818 --> 00:12:50.028
What are the major connection points do you see between.
00:12:50.433 --> 00:12:57.822
What you're doing from a military perspective, understanding that there's technology and unique, maybe unique privacy stuff, things like that.
00:12:58.451 --> 00:13:03.578
With what you're learning about call it like civilian enterprises.
00:13:04.808 --> 00:13:05.084
Yeah.
00:13:05.108 --> 00:13:10.028
That's one of the reasons why I joined LinkedIn was to basically learn from everybody on there.
00:13:10.028 --> 00:13:12.588
I've been doing a lot of working through other CRMs to learn about them.
00:13:12.588 --> 00:13:16.225
I've been talking to a lot of people in the different fields and Gauging, Hey, this is what I do.
00:13:16.254 --> 00:13:19.804
This is what you guys do and getting feedback on what's similar or not.
00:13:19.834 --> 00:13:22.144
I attended a few webinars.
00:13:22.235 --> 00:13:22.845
I've done.
00:13:22.903 --> 00:13:28.009
I, I did the rev ops HubSpot summer school, which I can see some similarities there.
00:13:28.053 --> 00:13:30.935
But yeah, I'm getting a lot of feedback just from people that I'm talking to.
00:13:30.935 --> 00:13:31.750
Things that I'm learning.
00:13:31.750 --> 00:13:33.255
It's gonna sound really like I.
00:13:34.380 --> 00:13:41.794
Really bad about this, but I probably listen about three hours of podcasts a day to try to make sure that I'm getting the knowledge of what everybody's talking about.
00:13:41.794 --> 00:13:46.036
Make sure I get the lingo down a little bit and it helps me out with getting similarities as well.
00:13:46.060 --> 00:13:53.664
Just in ingesting a lot of content between LinkedIn podcast anything I can find online for training has really been helping me find some similarities.
00:13:53.762 --> 00:14:02.863
A few of the people that I've talked to online they'll post some HubSpot tutorials or whatnot, and then I've seen some that are similar to the way our systems are set up.
00:14:03.613 --> 00:14:08.214
And so I'll comment that because it's refreshing to see that there is some similarities there.
00:14:08.634 --> 00:14:11.129
And then I've got guys that that used to be.
00:14:11.148 --> 00:14:16.457
Not specifically in my position, but have worked in the same organization as far as recruiting for the army.
00:14:16.937 --> 00:14:21.605
And I've talked to them that are now out there that work for different companies like Salesforce and that kind of thing.
00:14:21.605 --> 00:14:22.337
Got'em on LinkedIn.
00:14:22.342 --> 00:14:24.197
I was like, Hey, let me bend here for a minute.
00:14:24.197 --> 00:14:28.174
And I talked to them and they'll tell me what's similar to their system compared to what we use.
00:14:28.595 --> 00:14:29.044
And.
00:14:29.799 --> 00:14:35.971
So basically lots of research is how I spend a good portion of my day when I'm not on LinkedIn.
00:14:36.776 --> 00:14:37.496
jealous.
00:14:37.606 --> 00:14:49.197
I wish I could do research and education for any length of time beyond just the little micro bits that we get in moments like this, where we're talking to folks like you're teaching me stuff right now.
00:14:49.466 --> 00:14:55.646
Just thinking about how you're strategizing on your learning methods, I think is awesome.
00:14:56.201 --> 00:15:02.879
And then on top of that the foundations of this community were like, oftentimes you're quite alone in the role in most organizations.
00:15:02.879 --> 00:15:07.948
And so certainly the part of the success factor is just the fact that we have people to connect with and talk to.
00:15:08.488 --> 00:15:13.198
And what I love about your effort Carter is that.
00:15:13.271 --> 00:15:17.949
Even though this isn't exactly a fit it's still helping you, which is awesome.
00:15:17.949 --> 00:15:24.427
And I'm glad to hear that you're able to absorb and make connections through the community and through the rest of the research methodologies that you're implementing.
00:15:24.552 --> 00:15:30.572
Super smart to I, would've never thought to go look for other folks that have done your role, who are now at civilian roles.
00:15:30.601 --> 00:15:32.203
So good on you, man.
00:15:32.473 --> 00:15:33.014
Kudos to you.
00:15:34.558 --> 00:15:35.188
Appreciate it.
00:15:35.188 --> 00:15:36.807
Yeah, it's it was a steep learning curve.
00:15:36.807 --> 00:15:43.822
When I first got on LinkedIn, it was a bit intimidating cuz you're like, what can I share that resonates with with everybody else since our systems, aren't exactly the same.
00:15:43.852 --> 00:15:47.649
I had to figure out what's the same and what's not in order to even get out there.
00:15:47.649 --> 00:15:51.972
And some of that came down to I, I didn't understand the right names for titles.
00:15:53.247 --> 00:15:54.904
Enablement, we just call training.
00:15:54.934 --> 00:15:57.865
Like I was the training supervisor and
00:15:57.906 --> 00:16:00.937
Sometimes, I think that would just be better if it was just called training.
00:16:03.261 --> 00:16:10.414
but yeah, like when I did enablement, I traveled all over California, 39 different recruiting stations and I'd trained them on, market share and everything.
00:16:10.414 --> 00:16:11.639
And I view them as.
00:16:12.894 --> 00:16:14.663
39 small businesses you could say.
00:16:14.663 --> 00:16:18.894
Cause they each have their own set of challenges and markets that they're in.
00:16:18.961 --> 00:16:24.091
Because the farmland in California's completely different than when I was in San Francisco.
00:16:24.151 --> 00:16:28.291
So like completely different markets there, completely different messages they gotta put out.
00:16:28.771 --> 00:16:29.291
And so when you.
00:16:29.942 --> 00:16:35.192
It's their own challenges that you get to go in and analyze and try to help'em come up with a strategy on how they're gonna do things.
00:16:35.581 --> 00:16:36.871
And I really enjoyed that.
00:16:36.871 --> 00:16:43.475
And then it ended up pushing me up another level to where I'm at now and to be able to do that I just don't get to travel as much.
00:16:43.572 --> 00:16:46.510
So I'm curious you mentioned Mike caught it as well.
00:16:46.510 --> 00:16:50.961
The, that you're connecting with people who are formally in, in role, similar to your, who are.
00:16:52.005 --> 00:16:54.440
It sounds like they're out the military at least from an active standpoint.
00:16:54.440 --> 00:17:01.502
Yeah, I'm wondering, are you getting, I assume you're getting value out of learning the language that at some point, I assume maybe not.
00:17:01.502 --> 00:17:12.212
You want to, you're going maybe leave the arm, the army, but are, so I, that makes sense to me, are you then also bringing some of that language back into.
00:17:12.948 --> 00:17:18.727
You're into the army and you, and your, maybe your, I dunno if you have counterparts in other parts of the country or the world yeah.
00:17:18.727 --> 00:17:34.664
Are you, how are you applying that daily into what you're doing and doing that translation, which, by the way, I agree with Mike I, I kudos to you because I actually, when you're describing that I was thinking how I've had, I've worked with multiple different technologies in the big ones, both Marketo and qua.
00:17:35.083 --> 00:17:36.552
Little bit of exposure to HubSpot.
00:17:36.557 --> 00:17:41.453
And part of that is just learning the language that they all use for essentially the same thing.
00:17:41.514 --> 00:17:42.723
Yeah, the it is helping a lot.
00:17:42.723 --> 00:17:44.932
Matter of fact, I was having with one of my bosses.
00:17:44.932 --> 00:17:48.759
We were actually cuz just like everybody else, we have trouble with attribution
00:17:48.845 --> 00:17:50.634
did you just say one of your bosses?
00:17:51.399 --> 00:17:51.759
Yes
00:17:52.859 --> 00:17:53.079
Yes.
00:17:53.500 --> 00:17:54.579
I was thinking the same thing.
00:17:55.089 --> 00:17:58.119
I was like, Ooh, that's a fun one to deal with.
00:17:59.095 --> 00:18:00.414
So he was just gonna slide that one in.
00:18:00.430 --> 00:18:02.889
basically I could break it down is.
00:18:06.129 --> 00:18:06.519
Yeah.
00:18:07.450 --> 00:18:07.599
Yeah.
00:18:07.643 --> 00:18:18.208
Just, easiest way to break it down is I have a COO COO and CEO is the positions that I'll call them just for namesake, but I could go by rank, but it wouldn't mean a whole lot for here.
00:18:18.208 --> 00:18:19.557
And matter of fact, I'm feeling.
00:18:19.992 --> 00:18:21.462
One of them had to go out for surgery.
00:18:21.462 --> 00:18:23.456
So I'm filling the CRO role now as well.
00:18:24.027 --> 00:18:27.444
So I'm multitasking for the next six weeks.
00:18:29.538 --> 00:18:30.078
That's awesome.
00:18:30.128 --> 00:18:36.690
So we're just having discussion about attribution and just like everybody else we, sometimes we have a hard time tracking attribution as well.
00:18:36.690 --> 00:18:47.452
And so I basically, as I was talking to him, I was like, this is something that comes up a lot, according to these people that I've talked to cuz you know, he wanted to do some dropdown menu surveys and everything like that for the people that we got in listing.
00:18:47.812 --> 00:18:55.253
And I was like if we leave this lock open to see where they actually came from much like a lot of people talk about it'll give us more accurate data than what we can trace back in.
00:18:55.898 --> 00:18:56.528
Reports.
00:18:56.560 --> 00:18:59.350
Cuz again, we it's one of the many reports.
00:18:59.350 --> 00:19:01.330
I'm sure we all track is attribution.
00:19:01.418 --> 00:19:08.864
Contact times and we got leads scoring and everything for our marketing leads that come in as well as our sales leads just like anybody else.
00:19:08.913 --> 00:19:12.303
I don't know why I got such a bad connection today, but yeah.
00:19:12.303 --> 00:19:15.758
I was having a conversation with one of my bosses about attribution for our leads.
00:19:15.788 --> 00:19:21.258
And so I was talking about all the things that I've seen on LinkedIn and everybody talking about and some of just.
00:19:22.002 --> 00:19:37.753
Studies that have been published about leaving some sales open instead of having everything a dropdown for for some of our closed deals, or if you wanna call it fed our enlistments about how they actually found us, whether the recruiter found them, whether it was the Facebook ad, et cetera, on how they actually got there.
00:19:37.844 --> 00:19:41.173
And not just so much of what we could pull in our reports in the system.
00:19:41.713 --> 00:19:43.983
And so being able to go back and use.
00:19:45.058 --> 00:20:01.806
What we've been talking about as far as attribution and what I've been learning from LinkedIn from everybody on there and a different portion of everything that read in my research, I think it has helped I've been going around it's definitely helped with my personal social media savvy, because I've learned a lot from everybody on their, on social media.
00:20:02.316 --> 00:20:07.752
I was not as good as social media and I'm still working on that previous, but learn a lot of tips and tricks.
00:20:07.819 --> 00:20:09.622
We actually have a just everybody else.
00:20:09.622 --> 00:20:11.211
We have a digital marketing team.
00:20:11.301 --> 00:20:13.833
That's co-located with me that that we use up here.
00:20:13.893 --> 00:20:21.316
And so we sort out people's strengths and assign'em to that get'em trained up and then we make it that their primary focus, but then we track those leads like that as.
00:20:21.403 --> 00:20:22.146
That's interesting.
00:20:22.205 --> 00:20:30.965
We talked a little bit about the like technology and like encryption kinds of constraints that you work under.
00:20:31.038 --> 00:20:48.333
Can, I don't know how much you can share, obviously there's we don't wanna get into something that's not public domain, but just curious for our audience and our listeners, what do maybe based on your research and what you know about how you have to operate within the army what are some of the like big constraints that you've got from a technology standpoint?
00:20:48.542 --> 00:20:50.133
We talked about the procurement challenges.
00:20:50.137 --> 00:20:58.219
I get that, but just to the pure technology piece that you feel like might be different if you were not in the environment you're in.
00:20:58.243 --> 00:21:01.403
There's some days where the encryption on my computer will even block Google.
00:21:01.403 --> 00:21:04.085
So there's lots of websites that are blocked for us.
00:21:04.206 --> 00:21:06.666
I can't just connect to any printer or anything like that.
00:21:06.672 --> 00:21:06.716
I.
00:21:07.926 --> 00:21:11.436
I have to, there's a specific printer that I have to be connected to.
00:21:11.503 --> 00:21:20.469
But as far as technology goes a lot of the same reports and everything that, that that I've seen out there are pretty similar.
00:21:20.518 --> 00:21:23.337
They took away our email marketing platform from us.
00:21:23.337 --> 00:21:24.557
It was not performing up to snuff.
00:21:24.557 --> 00:21:28.270
So that's one of the one of the things I would say that is a major issue, right?
00:21:29.320 --> 00:21:38.639
For both marketing and sales is that the mass email capability and be able to schedule emails out is not there for us anymore, which I know is something they're working on.
00:21:38.910 --> 00:21:51.137
But outside of that the only way to access our entire CRM is on a specific computer that they give us that we have to be able to plug our ID card in cuz it's got a chip in it.
00:21:51.647 --> 00:21:54.462
And Then we so gotta be on a secure network, gotta log in.
00:21:54.583 --> 00:21:56.364
And yeah, so it makes it challenging.
00:21:56.663 --> 00:22:03.370
I can't connect just anywhere I was at a different location yesterday and I was trying to get secure.
00:22:03.370 --> 00:22:06.686
I even turned my VPN in on and everything and it it rejected the network.
00:22:06.926 --> 00:22:11.212
My encryption would not connect to the network, which made it terribly hard to get done when I needed to get done.
00:22:11.237 --> 00:22:12.432
I had to move to a different location.
00:22:12.472 --> 00:22:14.451
Remote work is definitely not a thing for us.
00:22:14.451 --> 00:22:14.661
Yeah.
00:22:14.661 --> 00:22:34.490
We we, when COVID first hit I'd say we did remote work for about for about a month, but we rely so much on in person because once they make it to a certain point in their decision, they actually have to take a test that's proctored and then they have to go to a physical location.
00:22:35.254 --> 00:22:43.334
In order to take the physical and all paperwork's gotta be signed in front of somebody else to verify as a witness and same thing with our signatures.
00:22:43.394 --> 00:22:49.229
So yeah, it was about a month that that we didn't do that, but yeah, remote work is not a thing.
00:22:49.259 --> 00:22:52.805
I've heard good things about remote work, but it's mainly been through being Vic curious.
00:22:53.234 --> 00:22:53.454
So
00:22:57.109 --> 00:22:59.369
Yeah, so that I was gonna ask about that.
00:22:59.425 --> 00:23:00.326
Glad you talked through it.
00:23:00.326 --> 00:23:00.655
Yes.
00:23:00.747 --> 00:23:04.303
So that sounds like one of the challenges is just, the ability to work from different places.
00:23:04.346 --> 00:23:11.431
That's actually probably a big one for a lot of our listeners that would probably try they're probably like, oh my gosh, what am I gonna do?
00:23:11.431 --> 00:23:14.250
I actually have to go into an office on a daily basis.
00:23:14.911 --> 00:23:15.901
Some of them might like that.
00:23:15.901 --> 00:23:16.381
I don't know.
00:23:16.381 --> 00:23:19.681
But my sense is the majority of our audience is not in that camp.
00:23:21.421 --> 00:23:22.230
I'm perfectly.
00:23:22.230 --> 00:23:22.770
All right.
00:23:23.040 --> 00:23:24.721
With my remote work situation.
00:23:26.701 --> 00:23:27.030
Yeah.
00:23:27.030 --> 00:23:29.161
you could do that technology from anywhere.
00:23:29.161 --> 00:23:29.911
It's fine.
00:23:29.978 --> 00:23:35.539
That kind of the best part of having so many stations is no matter where I go in the country.
00:23:35.547 --> 00:23:40.826
There's always a recruiting station close, so I can always pop in and connect to their network if I needed to worst case scenario.
00:23:41.787 --> 00:23:49.747
But you couldn't, fly to the middle of Europe in a remote island, somewhere off the coast of Spain and sit on a Sandy beach and pull out your laptop.
00:23:49.747 --> 00:23:50.915
That's is that not the dream?
00:23:50.926 --> 00:23:54.686
We do have military bases and recruiting stations in both of those locations.
00:23:54.826 --> 00:23:55.067
wow.
00:23:55.071 --> 00:23:55.517
Amazing.
00:23:55.547 --> 00:23:55.876
Okay.
00:23:55.876 --> 00:24:00.976
Shows how much I know about as a Canadian about American military I'm like really you guys
00:24:02.116 --> 00:24:08.322
Yeah, we got we got bases in Italy and Germany and in Spain and not big bases.
00:24:08.356 --> 00:24:11.583
They're normally dual with mul multiple branches and everything there.
00:24:11.583 --> 00:24:13.090
But yeah we got bases all over the world.
00:24:13.975 --> 00:24:14.306
Naomi.
00:24:14.306 --> 00:24:16.135
I always think of something just a little more practical.
00:24:16.135 --> 00:24:25.796
So you think about the stories we've all probably heard and I you've brought this up, like the waking up in the middle of the night going, is that email gonna go out the right way tomorrow?
00:24:26.201 --> 00:24:30.100
Out last week, I was like, oh my gosh, did I just accidentally pur am I gonna wake up?
00:24:30.100 --> 00:24:33.340
And our entire databases purge because I did some change yesterday and they're just,
00:24:33.421 --> 00:24:40.330
So you like, so like I, so Carter, I like that actually is a, can you get into a facility like at,
00:24:40.355 --> 00:24:42.173
I can get into my home network.
00:24:42.233 --> 00:24:48.835
And I can connect there, but worst case scenario my again, I have more key cards that'll get me into the building that I'm at.
00:24:49.254 --> 00:24:54.384
So I gotta scan one for the elevator, one to get in through the door one to get in through the office upstairs.
00:24:55.105 --> 00:24:55.494
And
00:24:55.522 --> 00:24:56.495
I can't even imagine.
00:24:56.513 --> 00:24:58.759
I can barely keep up with the one I have.
00:24:58.878 --> 00:25:00.168
If I go into an office.
00:25:00.199 --> 00:25:01.398
I was just thinking the same thing.
00:25:01.759 --> 00:25:07.101
I was like, man, I got one key for the house and I think there's a different one for the locker that I get at the gym.
00:25:07.101 --> 00:25:09.601
Whenever I go there that's confusing enough for me.
00:25:09.841 --> 00:25:10.142
Right.
00:25:10.922 --> 00:25:12.723
just trying to get in through five doors.
00:25:12.844 --> 00:25:13.263
Woo.
00:25:13.309 --> 00:25:15.920
That sounds like, so I got to tour, oh gosh.
00:25:16.519 --> 00:25:27.232
One of the credit bureau data centers, once it happens to be here in the Dallas area, can't remember which one it was, but it was the same thing you had to card swipe in, you had to card swipe out.
00:25:27.292 --> 00:25:29.564
You had it was the most secure place.
00:25:29.564 --> 00:25:29.743
I'd.
00:25:30.719 --> 00:25:33.148
Most career place I've probably ever been actually.
00:25:33.989 --> 00:25:36.808
And it doesn't sound like it's even close to what you're doing with Carter.
00:25:37.418 --> 00:25:40.416
I think I should implement that for my home office though.
00:25:40.416 --> 00:25:41.797
Speaking of remote work,
00:25:41.864 --> 00:25:43.966
Are you, are there knock, are there knocks at your door right now?
00:25:43.966 --> 00:25:44.326
Mike,
00:25:44.341 --> 00:25:52.339
Not yet the kids aren't home, but I'll tell you what, the four year old likes to come in and, find his way and talk to me about some superheroes and stuff.
00:25:52.355 --> 00:25:53.105
do a little dance.
00:25:53.539 --> 00:25:54.680
yeah, definitely.
00:25:54.980 --> 00:25:59.149
I completely understand that mine my turns for this next week, actually.
00:25:59.779 --> 00:26:00.829
ah, good stuff.
00:26:00.839 --> 00:26:02.450
he's definitely all about that.
00:26:05.404 --> 00:26:06.484
Yeah, I get it.
00:26:06.484 --> 00:26:07.234
That's crazy.
00:26:07.264 --> 00:26:07.461
Okay.
00:26:07.466 --> 00:26:12.771
So another let's I wanna jump into something cuz you've brought it up and I know you and I talked about this.
00:26:12.892 --> 00:26:18.512
Carter is the amount of data and analytics and reporting that you all do.
00:26:18.549 --> 00:26:25.355
Kinda going back again to, so based on kinda your own discovery and research and learning, how, how much do you rely on data?
00:26:25.685 --> 00:26:27.725
How much do you think that translates to?
00:26:27.860 --> 00:26:31.881
Are those listeners that we have that are in kinda the B2B or B2C space?
00:26:32.151 --> 00:26:32.270
I.
00:26:34.050 --> 00:26:34.283
Yeah.
00:26:34.283 --> 00:26:37.626
Just like everybody else data is a good point that we use Wheaton.
00:26:38.426 --> 00:26:41.370
There's we have basically a report for everything.
00:26:41.452 --> 00:26:49.469
But we use data a lot, but then we also try to rely on the what we call boots on the ground, the guys on the front lines, and then talking to our recent enlistments.
00:26:49.469 --> 00:26:53.295
We talk to them as they enlist and then through the process before they leave out for basic training.
00:26:53.307 --> 00:26:54.883
But yeah data does speak a lot for us.
00:26:54.883 --> 00:26:55.722
So we'll go.
00:26:55.807 --> 00:26:57.367
I set up probably more.
00:26:58.028 --> 00:27:04.281
PowerPoints with graphs and data that I end up having to present more than I'd like to say, but it's,
00:27:04.497 --> 00:27:08.692
you have to suffer through taking data and putting it into a PowerPoint, just like the rest of us.
00:27:10.076 --> 00:27:10.642
hundred percent.
00:27:11.061 --> 00:27:11.362
Yeah.
00:27:11.366 --> 00:27:17.023
Matter of fact, once we're down here because our our month ended today, so we're our days are offset.
00:27:17.026 --> 00:27:19.336
And it is mainly for for the flow of things.
00:27:19.336 --> 00:27:25.653
So I got probably two hours of reports to wrap up once we get off here to close out our month.
00:27:26.134 --> 00:27:27.099
And it goes through.
00:27:27.171 --> 00:27:29.840
A lot of information that we're gonna go through demographic ages.
00:27:29.840 --> 00:27:36.029
We're gonna go through where they originated from how many visits they had to take before they made it to their final journey.
00:27:36.029 --> 00:27:39.503
What zip codes they came from, what geographical location.
00:27:39.983 --> 00:27:42.990
And yeah, and then I take all that and put it in a graph.
00:27:42.990 --> 00:27:43.649
That's easy to.
00:27:45.494 --> 00:27:53.166
that way I can can brief it with some, a few bullet points, but just like anybody else take, takes a while to dig through all the reports to make that pretty graph.
00:27:53.192 --> 00:27:54.378
It definitely does.
00:27:54.618 --> 00:27:57.979
And I don't know anyway, but you just talked about lead source.
00:27:58.158 --> 00:28:05.355
I know Naomi, we could appreciate that lead source and demographics, and you got the whole bit there, so good stuff.
00:28:05.378 --> 00:28:07.672
Carter, this has been amazing.
00:28:07.731 --> 00:28:13.971
Is there anything we is anything that we haven't touched on that you'd wanna make sure that our audience would hear from you?
00:28:13.984 --> 00:28:17.339
No only thing I can say is is I appreciate what you guys do.
00:28:17.365 --> 00:28:20.049
Definitely learn a lot from you guys on here and.
00:28:20.110 --> 00:28:23.375
The Mo pros website, definitely looking forward to seeing that coming along.
00:28:23.375 --> 00:28:26.308
I got I keep, I can't get a picture on their right.
00:28:26.308 --> 00:28:27.269
I'm gonna figure this out though.
00:28:28.229 --> 00:28:28.709
Figure it out.
00:28:28.709 --> 00:28:31.606
My picture's always too big to, to I'll figure that part out.
00:28:32.311 --> 00:28:34.051
Send it to me, Carter, I'll help you out.
00:28:34.079 --> 00:28:42.031
I got some ways to help you there and we'll send it back so you can upload it, but we appreciate you being a part, being a learner with us, being a community member.
00:28:42.041 --> 00:28:47.191
And we appreciate what you do too, cuz you know, that's pretty important for a lot of us here in the us anyway.
00:28:47.596 --> 00:28:48.195
Absolutely.
00:28:48.796 --> 00:28:53.336
So Carter sounds like LinkedIn is the place to, to keep up with what you've got going on.
00:28:53.336 --> 00:28:53.910
Is that right?
00:28:53.910 --> 00:28:56.680
Or is there any someplace else that people should connect with you if they want.
00:28:57.714 --> 00:28:59.997
Yeah, LinkedIn is the place to find me.
00:29:00.066 --> 00:29:04.158
Carter L right, is is my handle.
00:29:04.158 --> 00:29:05.328
You can find me on there.
00:29:05.328 --> 00:29:07.442
And I'm on there more than I'd like to admit.
00:29:09.623 --> 00:29:10.042
That's right.
00:29:10.042 --> 00:29:12.143
We probably all could say that from time to time.
00:29:12.143 --> 00:29:13.673
So no, no judgment
00:29:13.691 --> 00:29:15.014
Definitely raising my hand on.
00:29:15.279 --> 00:29:15.639
Yeah.
00:29:16.960 --> 00:29:18.609
As I'm submitting a comment right now.
00:29:18.609 --> 00:29:19.480
I'm not multitasking.
00:29:20.019 --> 00:29:20.470
Yeah.
00:29:20.479 --> 00:29:21.816
That never happens around here.
00:29:22.385 --> 00:29:22.894
All right.
00:29:22.924 --> 00:29:25.024
Carter, thank you so much, Mike.
00:29:25.024 --> 00:29:26.134
Naomi, thank you.
00:29:26.134 --> 00:29:27.632
As always, it's a pleasure.
00:29:27.672 --> 00:29:34.902
Thanks to our listeners for continuing to support us in providing us your feedback and support and ideas for topics and guests.
00:29:35.531 --> 00:29:41.622
If you have more, certainly reach out to Naomi, Mike or me, and we can get that rolling as well.
00:29:41.622 --> 00:29:44.412
So until next time, thanks everyone.
00:29:45.446 --> 00:29:46.047
Bye everybody.
00:29:46.106 --> 00:29:46.497
Bye.
