Bigtincan: Embracing the Digital Era of Marketing

Perfect alignment between Sales, Customer Success, and Marketing teams is critical to modern customer engagement. However, there is a constant battle to stay focused and communicate effectively in our increasingly remote, digital world. Organizations such as Bigtincan are unlocking new and more effective ways for their teams to perform at higher levels and deliver better business results by creating more positive and enjoyable buying experiences.

Behind the success of the company is the marketing team, led by Patrick Welch, President & CMO. Welch, along Rusty Bishop, SVP Marketing, are on a mission to embrace technology and transform marketing with a fresh perspective.

Today, the business era is transforming into the age of the buyer-centric revenue engine. It’s critical for all organizations to align sales and marketing to this buyer-centric revenue and customer cycle. “Every CMO has a story arc of aligning sales, marketing, and customer success to create a great buying experience in the digital age. I think that’s what every company is trying to do right now to transform themselves and succeed in this digital remote economy,” explains Rusty.

Today we are also seeing the shift in mentality for marketers from a lead and pipeline attribution model to a revenue growth focus that aligns more closely with sales.  That shift is challenging, especially in a lot of companies where the CMO doesn’t have responsibility for revenue per se, but the expectation is that their actions and strategies directly affect it. To overcome this challenge, Bigtincan aligned the people and the technology with sales, marketing, and customer success under the President and CMO.

Though CMOs are challenged today with technology—the stack available to marketing is numbered in the 10s of 1000s of products, our ability to work with clients and to help them create amazing experiences for their Buyers is always top of mind. “As far as we are concerned, marketing teams are having a hard time aligning with sales and throwing technology at the problem. We think that in order to create perfect harmony, the people, technology and processes need to be aligned. Creating this symmetry is going to continue to be one of the major challenges,” explains Welch.

Welch is a veteran Marketer with years of Enterprise experience on both the sales, marketing, and customer success sides of the job. “Being able to help customers on the sales side, the marketing side, and the customer success side, I think that’s a pretty powerful story we can tell,” adds Welch. He explains that this kind of work culture provides a natural alignment in their business instead of a forced alignment. Rather than just office professionals, Bishop and Welch spend a lot of time talking about building great vendor relationships as efficiently as possible.

Bishop on the other hand is a PhD Biochemist who brings the mindset of a scientist to Marketing. For example, “If we work with a particular vendor, and we’re negotiating to do demand generation programs, our first mental picture is test the approach. After a legitimate test of the program, we’ll continue and double down on those programs. We give ourselves a chance to fail, and it’s okay. You fail and you recognize it and then you adjust and shift your resources to a much more efficient model over time. This gives you the ability to take risks without worrying about the downside.” While a lot of companies try this approach, there are some companies that struggle to take the risk. “All the credit for our execution and our accomplishments goes to Rusty and our marketing team a unit” adds Welch.

Bigtincan delivers best practices, implementations and services to help clients really see the value and align each project for success with their sales enablement automation platform.  Customer success program rooted in best practices and successful implementation experience really change the game in Sales Enablement, especially in the post COVID era. “For companies over the last year it’s been difficult and abrupt in the shift to remote selling and remote learning.  Bigtincan gives them confidence that their sellers are trained properly, we give them confidence that sellers will always have the content that they need to answer buyer questions and demonstrate to buyers that their offerings are the right ones to purchase. Furthermore, we give them the ability to consistently engage with a buyer in the channel of their choosing,” said Bishop.

Welch believes that for a lot of CMOs, their ability to embrace a structure that supports the revenue cycle is going to be critical in the near future. When it comes to the CMO role, it is to be able to embrace the future of marketing in a way that really aligns sales, marketing, and customer success in a perfect line. “It’s not easy, but it’s going to bring you results. Performing that in an intelligent, innovative way is going to transform the organization’s ability to acutally deliver the experiences that matter to our customers’ buyers,” Welch continues. “We’re all going to have to learn how to embrace technology and not be scared by it.” “The buyer experience of the future is going to be entirely different than what it is today. As CMO’s, we will have to develop strategies to embrace this and make it work in our unique companies,” concludes Bishop.