No, Systems of Record are Not Obsolete
Matt is President and Founder of Heinz Marketing with more than 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways. Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty. He has helped organizations such as Amazon, Seagate, Morgan Stanley, The Bill & Melinda Gates Foundation and many others create predictable, repeatable sales & marketing engines to fuel growth. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management, Top 50 Sales & Marketing Influencers and Top 50 Keynote Speakers. Matt and his wife Beth live in a 105-year-old historic farmhouse they renovated in Kirkland, Washington and share with their three children, a dog, two cats, two rabbits and seven chickens.
Reduce the barriers between you and your customers so they can accelerate the velocity of their journey with you.
In this podcast, Matt Heinz, Owner Heinz Marketing illuminates how if we removed MQLs and forms from the picture, we would have more customer and prospect friendly marketing programs. He then poses the thought-provoking question, “Why do we need to care about leads if we are truly focusing on our Ideal Customer Profiles?”
[00:48] Matt’s alternate career choice if he wasn’t a famous Go-to-market Extraordinaire.
[02:38] The one thing to eliminate from the Data World.
[04:25] Would eliminating forms affect B2B Marketers?
[05:54] What’s keeping marketers from eliminating forms?
[08:23] What “Data Nirvana” would look like according to Matt?
[10:36] Fixing Bad Data with Attribution.
[11:54] Measuring and assessing customer metrics.
[13:40] Who owns the Data?
[15:16] Tying the Data for building Reports.
[16:50] Defining the Data and understanding what the KPIs mean.
[18:03] Matt’s Data Horror Stories
[19:34] Is intent a lot more integrated with Data in an automated and orchestrated manner, today?
[21:58] Leveraging Data received from Virtual Events.
[23:45] Matt’s advice to CEOs.
[25:30] Matt’s advice to Marketing Leaders.