Brian Hannon, Chief Commercial Officer at Voxpro talks about critical functions Voxpro provides to navigate the business journey and optimize the overall experience. The best process according to him is — identifying the most logical next area for optimization and then making the right investment. Brian holds a BCOMM and MBS from University College Dublin and a dual MBA from London Business School and Columbia Business School, NYC. In his spare time, Brian is a passionate participant and follower of all sports, in particular, mountain biking, football and American football
Could you tell me a little about yourself and how you came to be the Chief Commercial Officer at Voxpro?
My career to date has been focused on developing and implementing solutions for Fortune 500, public sector and rapidly scaling organizations in Europe and the US.
In early 2016, I joined Voxpro as Chief Commercial Officer. My role here is to develop the services, solutions and teams to solve our customers’ challenges and develop the growth of Voxpro’s business around the world.
Are you happy with the buy-in for Marketing Technology that exists at Voxpro? Do you think the investments being made are adequate or could be more?
I’m very happy with what we have achieved so far. I think it’s really important to comprehensively test the effectiveness of individual Martech solutions before adding another one to the stack so we invest incrementally and wisely. We identify a marketing function that we can optimize using martech and trial a specific solution around that. We take what we have learned from that process, identify the most logical next area for optimization, and then make the next investment. This approach has served us extremely well to date.
What is the key problem you are attempting to solve with marketing technology implementation – could be 360 customer view, better customer experiences, crafting better journeys, full circle attribution?
I would say all the above. Customer experience and journeys are what Voxpro does best – we provide these critical functions for the customers of fast growing tech companies like Google, and Airbnb and in turn we provide them for our own current and future customers. We create accessible and authoritative content that helps our future partners navigate both their own business journey and the process of successful outsourcing, thereby optimizing their overall experience. Martech plays a central role in delivering that content to them in a rapid and intuitive way.
But obviously, the benefit is mutual. While Voxpro-produced content such as articles, white papers and eBooks greatly benefit our potential partners, it also plays a crucial role in our sales funnel. Future partners need different kind of content at different points of the funnel, and if we get that right then it’s very good for business.
Martech allows us to closely monitor what content works best, which distribution methods reach the most eyeballs, and ultimately how much business it contributes to bringing in.
What are some of the challenges your team faces from a technology & integration perspective?
There are over five thousand Martech solutions on the market this year, but very few of them speak to each other. The more products we add to our stack, the more we will need them to integrate with each other to deliver a rounded, intuitive combined experience for our teams.
When Voxpro partners with a new tech company, we go out of our way to integrate our IT and software systems with theirs to ensure a seamless onboarding experience.We believe that together our systems are more powerful. That is the direction I would like to see Martech moving in.
We believe that together our systems are more powerful. That is the direction I would like to see Martech moving in.
What is your take on the massive explosion of MarTech companies across so many categories? Do you feel spoilt for choice or is it just more of a chore to evaluate additional options?
I think this explosion is fantastic on several different levels. On a macro level, it says a lot about the current conditions for SaaS companies doing business right now – they’re hot. Right across this sector we’re seeing huge growth and while churn is not insignificant (4.7%), it’s clear that there is enough demand out there to sustain and grow an unprecedented number of Martech companies for the foreseeable future. As a company that counts some of the world’s leading SaaS companies as its partners, the growth of this industry is very good news for Voxpro.
On a micro level, I would rather spend a bit more time choosing the best solution out of a possible fifty, than simply tolerating one.
Competition keeps everyone keen and ultimately the cream will rise to the top.
What is the one area of investment you’d like to make in the immediate future from a marketing tech perspective?
Integrating intelligence, marketing automation with opportunity management is something we still haven’t completed. The seamless management of these processes would add a lot of value and improve our performance.
Build your own stack or buy into a pre-built martech cloud – what team are you on?
I would prefer for us to build our own stack that meets our specific needs. It’s challenging to find the perfect pre-built stack due to our structure of deals. Always open to new ideas and suggestions on it though.
Could you share for our readers, an infographic, list or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
We’re focused on large scale deals, so we’re looking for intelligence and systems that support slower and larger scale processes driven from Awareness creation, to Lead Generation and Opportunity Management.
Cision – for PR
Hubspot – for Marketing Automation
Hootsuite – for Social Media publishing
Salesforce – for Lead Management, Opportunity Management, Account Management and Reporting