In today’s episode, we have a very special guest Darryl Praill who is currently the CRO of VanillaSoft a SaaS leader in Sales Engagement software. He's a seasoned executive software professional, having navigated in his 30 plus year career through senior leadership roles in sales, marketing, and most currently on the revenue team. He has reached the following credentials and awards, voted by the industry and his peers: 2020 Top 10 SaaS Branding Expert ★ Top 19 B2B Marketer To Follow ★ Sales World Top 50 Keynote Speaker ★ Host of the Inside Inside Sales Podcast He’s helped raise millions in funding and taken companies public. He’s held executive roles with companies like SAP (Sybase), IBM (Cognos). He sought out by industry leaders including AC Nielsen, Salesforce.com, UBM, and Tweed We deep dive into his learned business acumen and experience as a former VP of Sales, recent CMO at VanillaSoft.com and how he has successfully, with some bumps along the way transitioned into his new CRO role at VanillaSoft. You’ll get a lot of his proven sales and marketing strategies and leadership insights from the always opinionated, informative and entertaining Darryl Praill.
Darryl shares some of his must-do strategies to build better alignment between sales and marketing to create the revenue engine.
He believes firmly in SLA, sales lead agreements to keep both teams focused on revenue and maintain transparency between marketing and sales goals.
We discuss marketing attribution to sales pipelines and what metrics are important to a CRO.
Darryl shares some lessons learned on the people process of managing a revenue team and how to avoid misunderstanding and negative outcomes with your sales teams.
He explains the criticalness of breaking down silos between marketing and sales, both in process, people and to build a culture of revenue team first, department or divisions second approach.
We discuss some of the mar-tech that he deploys at VanillaSoft to rev up his demand-gen engine and how reverse engineering revenue goals to SQLs is key to putting a strategic demand gen plan for successful revenue attainment.
As always, Darry doesn't hold back, he injects a bit of his humor but is all business about the practical and pragmatic approaches to build a world-class revenue team at VanillaSoft.
He also gives us some of his favorite marketing/sales book recommendations such as Blue Ocean and some insights on what advice he would have given a younger Darryl Praill.