This episode features an interview with Alex Saric, CMO at Ivalua, a company that empowers businesses to effectively manage all categories of spend and all suppliers, increasing profitability, improving ESG performance, lowering risk, and improving employee productivity.
In this conversation, Alex shares his insights into pitching to and engaging with analysts, and how Ivalua has lead in reports since he joined the organization. He also dives into the ways he supports his team in building a dynamic website and when events with significant impact aren’t measurable in terms of ROI.
Key Takeaways:
- There is a strategy to sharing your value with analysts in order to lead in their reports. Sharing strategically chosen customer stories and assessing what influences each analyst can go a long way.
- In addition to the basics of creating a great website and tracking traffic, you need to create a dynamic website. Empowering your team to make minor changes and request major changes can allow you to adjust quickly and improve your website strategy.
- There is a tendency to focus on fixing problems, but don’t forget to also assess how to improve and scale what is working well.
Quote:
- Yes, I'll say when I joined, we at the time were not a leader in almost any of these reports that were out there. I think we had broken into one. In the 7 years, and knock on wood, I don't want to jinx myself, we've been the leader in every single report from Gartner and Forrester since then. And I'd say, you know, what I really did, it was probably one of my first priorities, given how important it is in our industry, I reached out to the analysts, started meeting one-on-one with the key analysts there. And of course, you know, I'm going to tell them my pitch, but they're smart enough to know take it with a grain of salt. I think the important thing is to start introducing them to customers because that's where you get a lot of credibility, if the customers back up what you're saying. And you can be very strategic. So, you know, I was very careful in, the competitor that was kind of the top competitor at the time, making sure I introduced the analyst to customers that had switched from that competitor, which would privately both talk about us, but also kind of badmouth, their past vendor and that really helped kind of flip the switch and start building credibility what I was saying was actually true. And also improving the rankings. And besides the rankings, they're also influencing a lot of deals behind the scenes and I think they start recommending us a lot more after that.
Episode Timestamps:
*(03:27) The Trust Tree: Structuring the team to tap into regional expertise
*(09:27) The Playbook: Engaging with analysts and leading in reports
*(33:34) The Dust Up: Healthy tension with other functions
*(34:42) Quick Hits: Alex’s quick hits
Sponsor:
Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.
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