Bec Henrich’s Post

We love mixing fun with business! My Traction Complete team is out helping people start their day off right as they head into the amazing sessions @Salesforce has on today at the #Bostonworldtour! Go learn the best in breed #AI tools to power your CRM and learn more about Data + AI + CRM + Trust + Smoothie?

I get it perfection is the enemy of done... But in relation to padding on #websites, I still stand by my POV that it shouldn't look like a shepherd's pie. #marketing #demandgen

Dream #sales scenario! Sitting in the room with Samantha McKenna, #samsales Consulting and David Nelson learning the best tactics to move deals along with multi-threading 😍

No one cares about your new website. As a #marketer, you might think that’s brutal. But it’s true. Honestly, words, colours, and images, alone do not add value. It’s the combination when it all comes together to say exactly what you do, for whom, in a way that evokes a feeling, a response, a memory. That’s when it matters. I like helping people. That’s what drew me to Traction Complete 4.5 years ago. The challenges they solved were the problems I was experiencing myself in #B2B #demandgen. Leaky funnel? Yes. Sales reps responding slowly? Yes. They were helping people fix it. And while we’ve vastly grown in our product capabilities since then the mission has remained the same. We build tools to help RevOps trust their data, their flows, and their reports, enabling them to provide others with accurate information. #RevOps data management, we’ve got you covered. Being 4.5 years in, with a 2-year hiatus with the mothership Traction on Demand, what is the cherry on top of all of this, it's my team. I am in awe of what they achieve every day. Thank you for giving me the opportunity to slack you incessantly on a daily basis - Jadene Lim, Rebecca Pelletier, Megan Taylor, Megan Sadler, Sarah Jenkinson, Danica Omana, Vincent Plana, Matteo Sampaolo, Jasper Murphy / Ó Murchú, Vincent Lee and Tamara Gomes. So while many folks are showing off their lovely new t-shirts today - I look particularly scary 👻 today so I am going to share with you a video of when I first joined the Traction Complete team in 2020 and we had to send an intro video about ourselves. After you’ve watched, please check out what we’re all about here: https://lnkd.in/dCRVct4i This is my ode today.

#dataconfessional: once I accidentally changed the original lead sources for 1000+ lead records in Salesforce... 😵 Then I had to change them back... One. By. ONE. For anyone who works in #mops, you know that feeling when you push something live and then immediately realise what you're done... This was nearly 10 years ago (gosh, I'm old) and I was working away in Marketo at Vision Critical (Now Alida), before the time or nice audit history logs, and I missed one critical item in the filter criteria. Luckily, I caught it before anyone else did, but I remember telling Amrita Mathur with great anxiety what had happened and I got to fixin' it pronto. But, due to the variability of the update, I couldn't do it in bulk. So, why am I telling you this? (on this day, check Traction Complete to see why I am saying this) Because what we do with our #data matters - a whole business direction of what to invest in is in some cases is driven by #leadsources, and what if they were wrong? What if AI caught what I had done before I'd fixed it? Invest in X source it would say... The people and tools that help you manage your data are your strongest asset in driving your business. For this story, luckily, I had the support of an amazing boss (kudus to you Amrita), but the tools I had to fix it could have been better. Analyse your #datainmotion with one of the best visual history logs for automation flows out there - I'm happy to share with you what it is...

I rarely say there are things I don't like. BUT... Big kudos to all the #QAs out there - you have to be a 😇 REALLY GREAT PERSON to do this job, the patience and the attention to detail. Oof, QA is relentless. THANK YOU Sushma Narayana, Grace Chan, Nibin Mathew, Stephen Fitzsimmons, Abirama sundari Kothandapani and Ernesto V. you are all patient angels in my books.

I wanted to see if you could put a gif as a LinkedIn banner background and now I just have a mustache... I might just leave it up. Agreed?

How do you measure the true impact of #marketing? Here’s the problem with using #pipeline… Is it original source? Is it last touch? Is it influenced? Is it multi-touch? Honestly, I don’t think anyone has it figured out. And TBH, most of us marketers are still struggling to pinpoint it. But, here are some equally problematic alternatives: #ARR: too broad, too many variables outside of marketing’s influence #Leads: to shallow, anyone can buy a name or fill a funnel with crap #MQLs: better than leads, but honestly, at this point you’re closer to pipeline that most would just “follow the money” My inner monologue on pipeline, where attribution lies in one source: If all program or campaign decisions are made based on pipeline creation you are only going to capture people that have that problem NOW, what about making sure they know who you are, and are “front of mind,” when they have that problem in the future? Now that’s brand awareness. But #brandawareness is that metric that never feels solid enough. It’s that mythical aura that could or could not lead to pipe. And how long do you give that aura to turn into dollars? And how far does that aura spread? I am starting to sound like a crazy person but gees this is the loop I get into when thinking about how to measure impact when not all activities can “follow the money.” #HELP. #marketingops #marketingattribution #revops

Sometimes you have to improvise... Today I recorded a killer upcoming episode for #TheRevenueOptimists with Jon Westover on: - the secret to simplication - #MOps gotchas for data management - the hot topic of multi-touch attribution (just because you could, should you?? George Samaras you should 😉, but not everyone (or their business) is at your level) - the hot topic of restricted picklists (thanks Xander Broeffle for the inspo) THIS CONVO WAS MY JAM! But... it's been a while since I did one and I really do not have the setup... So, thank you my 6 year old daughter Olive and her toy selfie light she got for her birthday, her skin is flawless so she doesn't need it, but this oldie definitely benefitted. And thank you to L'Oréal Magic Retouch because this mumma didn't get to dye her grey hair before the recording. Spray for the win. Thanks again Jon for the chat and I can't wait for this episode to be released.