Digitopia Agency 

VP of Sales & Marketing

Pavilion

Membership organization. Peer-to-peer networking.

Associate, Pavillion + HubSpot_CRM Channel Co-Chair

Helping B2B business leaders implement a systematic, relationship-driven, Inbound growth framework designed to align your marketing, sales, and service teams, bring clarity and focus to your growth strategy, and help your brand stand out amid crowded, noisy marketplaces.

Sales & Marketing Director

AMASanDiego

VP of Sponsorships

Account Executive

Be More Heroic (501c3)

"BE MORE HEROIC IS A PRO-COMPASSION MOVEMENT DEDICATED TO INSPIRING INDIVIDUALS AND COMMUNITIES
TO EVOKE POSITIVE AND COURAGEOUS ACTION."

Co-Founder | Director of Marketing

Edge Communications, Inc.

Digital Marketing & Media Strategist

imre

Public Relations Strategist

California State University, Northridge

Student Athlete Mentor / Counselor

Fueling growth with actionable sales and marketing mojo! 🚀 

Expect content that skips the fluff and delivers tangible tips to turbocharge your revenue game. No more vague strategies—let's dive into practical insights that turn leads into sales gold. Ready to make your business shine? Let's connect and unlock the secrets together! 💡

Certified HubSpot fangirl. 🧡

Avid golfer. What's your handicap? 🏌‍♀️⛳️

10 years ago, marketing & selling started to experience a seismic shift; straightforward tactics like lead generation and brand awareness campaigns became less and less effective. Today, these campaigns when siloed are basically dead. 

What happened?

1. Buyer's became more autonomous; advancements in access to company and product information online enabled buyers with the freedom to govern their own purchase process. Prior to this, for the entire history of selling...if a buyer needed information about a product or service they HAD to talk to a salesperson.

2. With so much company-level reputation information and peer-review content becoming popular online, buyers became much more discerning; they will only proactively engage sales conversations with the BEST reviewed companies with the most widespread online reputation brand halo. 

3. Technology has made it easier than ever to start a business over the last 10 years...marketplaces are SATURATED. Market saturation occurs when a product's supply exceeds demand, making it difficult for companies to increase revenue, right? Well, this has been happening on a large, multi-industry scale...the rise of startups has been overloading the supply lever in MANY industries for years. 

4. Then, the biggest change of all happened...in 2020 the economy massively shifted during the pandemic. Sure, in certain industries like tech, there was a boom...but we're seeing now that even the industries that had a boom only felt it for a short time.  

The result of these 4 massive shifts? 

--Buyers now seek authentic connections and transparent information. They're not just looking for products or services; they're looking for partners in their journey.

--Buyers are risk averse. They are more motivated and incentivized to make NO decision than to risk making the wrong decision. 

🌟 What's Working Now:
1. Building Real Relationships: Successful brands are those that engage with their customers genuinely and consistently. This means understanding their needs, challenges, and aspirations and responding in a way that adds real value. Human beings operate from a place of emotion.

2. Long-term Content Journeys: Instead of one-off or short-term interactions, leading brands are crafting comprehensive content strategies that guide potential buyers through every step of their journey; in B2B these content journey's could be 24 months long. This isn't about making a quick sale; it's about being a trusted source of information and support over the long haul.

3. Service as a Strategy: Today's marketing winners are those who approach their audience from a place of service. It's not just about selling; it's about helping, which in turn builds a loyal community around your brand.

✨ The Bottom Line: In 2024, the companies that thrive are those that recognize brand-building is more important than ever. It’s about being genuine, helpful, and committed to creating value beyond the transaction of any 1 campaign.

Krystina Gillenwater 🧡⛳️

BIG #HubSpot update for #leadrouting. 🧡

You can now create a weighted rotation for booking meetings!

Why does it matter?
Using a weighted distribution means that you can have some members get suggested for more meetings than other members. 

This provides sales teams with more flexibility through meeting rotations, rather than only having the option of the standard even distribution that is available today.

How does it work?
Navigate to Settings > Tools > Meetings > Meeting Rotations to create and edit round robin rotations that you can use for booking meetings for others through the CRM.

Notice a new column titled "Rotation Logic". This will tell you which logic is being used to round robin meetings between rotation members. You can now set a different rotation logic - "Weighted distribution".

A weighted distribution is great when you do not want to send an equal number of meetings to each rotation member. It might be that you want to reward your top performers by giving them more meetings with leads. Maybe you want to start your new reps off slowly with a smaller proportion of meetings compared to seasoned reps. Maybe you have a person that does a ton and should really only be given meetings as a last resort when no one else is available.
To set a weighted distribution, either create a new meeting rotation or edit an existing on by clicking on its name in the table. Clicking the "Edit rotation" button will present a side panel where you can change the rotation names, the members that are in that rotation, and the distribution logic.

In the distribution logic section, use the radio button to choose between an even distribution or a weighted distribution. Note that switching your distribution logic will trigger a reset of booking counts so that we can continue to distribute meetings based on your new logic. Click Apply.

You can use the weight column to assign a relative weight to each member, indicating the relative percent of meetings that they should receive compared to other members.

Each member will be allocated a weight of 100% by default. 

Setting one rep to 100% and another to 50% would mean that one rep is being allocated twice as many meetings as the other.

Due to the relative nature of the configuration, you can continue to add and remove members from your rotation without having to worry about adjusting the percentages to always add up to 100.

If you would ever like to pause someone showing up in your rotation, you can turn their availability off. This will mean that they do not get suggested for bookings, however, when you turn their availability back on, they will easily join the rotation again with their assigned percentage still being referenced.

Even though Melvin has availability turned off, as soon as that availability toggle is enabled again, Melvin will go back to receiving an equal number of meetings as Melissa, which is twice as many as Melinda.

You can switch back to an even distribution at any time.

I'm often asked by young AEs, "what skills do I need to obsess over, focus on, dig into?" 

I recommend honing 1 skill more than any other...

The ability to ask smart, open-ended, sequential questions. 

Great consultative selling in today's market, where buyers are more risk averse and less open to BIG change than ever before means sellers have to get out of the way and refrain from having all the answers MORE THAN EVER BEFORE... 

Especially during Discovery. 

Sales is about quite confidence and trust-building. Nothing kills trust faster than a seller who rushes to a solution, fix, or an answer. 

How do sellers avoid this? Ask great questions and shut the hell up. Get out of the way.

Your buyers will solve their own problems and they will thank you for it. 

Humans feel more emotionally connected to big change when they themselves have had a heavy hand in both identifying the problem and in defining the solution. It feels less far away, less scary, less overwhelming. 

This is your goal. 👆

Taplio

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