It's boring, but it'll make you more money than anything else in marketing
A 22-minute walkthrough of how sales actually works, what a CRM does, and the exact places a marketer can plug in to move revenue.
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yesterday
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Essay
educational
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Big Idea
The argument in one line.
Marketers get paid in proportion to their closeness to revenue, so learning the sales cycle and CRM, and shaping every touch inside them, is the highest-leverage marketing skill.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A creative marketer or brand person who has never worked inside a CRM and wants to understand how leads become paying customers.
A freelancer or agency owner selling services through calls and who needs a repeatable follow-up system instead of ad hoc emails.
A marketer at a company with a sales team who wants to know where their content can help reps close deals.
A small business owner (electrician, roofer, high-ticket product seller) who wants to work out what a lead is worth and what they can afford to pay for one.
SKIP IF…
You sell low-priced products straight from a checkout page (D2C ecommerce) with no calls or sales reps; the video says it is about lead-based businesses.
You already run a CRM with defined pipelines and speed-to-touch metrics and want advanced attribution or forecasting detail.
TL;DR
The full version, fast.
The closer a marketer sits to revenue, the more they earn, and revenue in lead-based businesses runs through a sales cycle: lead, qualification, assignment, a series of touches, the sale, onboarding and customer success. The video maps where marketing contributes at each step, then breaks the CRM into pipelines, stages, templates, rules and automation. Speed to first touch and the number of touches (11 on average in one $10-15K business) drive conversion. Work backward from price, margin, rep cost and close rate to a target cost per lead, then source leads through ads, organic, your customer list, LinkedIn and outbound.
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Why the closer a marketer is to revenue, the more they make, and what the video covers.
01:06 – 04:05
02 · Sales terms to know
Lead, prospect, closed/won, onboarding and customer success, and where marketing fits.
04:05 – 12:08
03 · What is a lead cycle
Signup, MQL vs SQL, assignment, speed to first touch and the 11-touch finding.
12:08 – 13:35
04 · Three kinds of content to support sales
Hype, tactical and useful content, and why assets can matter even with low social views.
13:35 – 15:40
05 · Inside the CRM
Pipelines, stages, templates, rules and automation.
15:40 – 17:02
06 · Making the sale
One-to-one vs one-to-many, collateral, webinars and AI call analysis.
17:02 – 21:53
07 · Getting leads
What a lead is worth, then ads, organic, customer lists, LinkedIn and outbound.
Atomic Insights
Lines worth screenshotting.
The closer a marketer works to the money, the more money they make, so learning the sales cycle is a career lever, not a detour.
A lead is anyone who showed verified interest by filling a form, placing a call or joining a list. A prospect only fits your target profile and hasn't raised a hand yet.
Marketing and sales often define a qualified lead differently, and the gap shows up as sales rejecting 20 of the 70 leads marketing sent over.
Great leads are worth nothing if they don't get assigned and worked quickly, so marketing has to care about assignment rules inside the CRM.
Speed from signup to first touch is a key metric. Businesses that sell well after big webinars try to call within a minute of the form.
In a business selling $10,000 to $15,000 items it took an average of 11 touches to close, while most organizations quit after four to six.
Sales reps who kept hitting people up until they got a flat no pushed some conversion numbers toward 50%.
Each touch in a follow-up sequence can map to a content asset: best videos, tutorials, endorsements, case studies, FAQs, demo days.
Email click data in the CRM shows which touch gets clicked, so you can move the endorsement email earlier and the tutorial email later.
Content has three jobs in the sales cycle: hype to excite, tactical to show how it works, and useful (case studies, testimonials) to reassure.
An asset that gets 100 views on social can still be excellent if your reps send it to buyers and it helps close.
A CRM pipeline is a set of stages with pre-written templates. Keep the number of pipelines to the minimum you can get away with.
Rules and automation, like auto-sending DocuSign at 'intent to sign' or auto-sending your best-videos email at stage one, remove manual work for reps.
AI note takers like Granola and Fathom make sales calls analyzable: feed winning and losing calls to a chatbot and ask where the losing ones fall flat.
Work backward on lead cost: a $1,000 product at 30% margin, minus $150 rep pay and $50 profit, leaves $100 per sale, and a 20% close rate means leads must cost about $20.
Lead volume is capped twice: by how many you can generate at your target cost and by how many leads your sales team can actually handle.
Takeaway
Learn the sales cycle to earn like it
WHAT TO LEARN
Marketing pays best where it touches revenue, and in lead-based businesses that means owning speed to touch, the follow-up sequence and the cost per lead.
Know the stages from lead to customer success, then ask at each one what marketing can supply: forms, collateral, testimonials, onboarding material or upsell content.
Align your definition of a qualified lead with sales, and watch the ratio of leads sent to leads accepted so you can improve lead quality.
Track speed to first touch and number of touches. Persistence matters, because one business needed 11 touches on average to close $10-15K sales.
Map your best assets to the touches in a follow-up sequence, then use click data in the CRM to move the winners earlier.
Cover hype, tactical and useful content so reps always have the right asset to answer a buyer's specific concern.
Build the CRM pipeline with the fewest lead types you can, with templates at each stage and automations that send assets without rep effort.
Back-solve cost per lead from price, margin, rep pay, profit and close rate, and check it against the volume you can generate and your team can handle.
Glossary
Terms worth knowing.
Lead
Someone who has shown verified interest in buying, for example by filling out a form, placing a call or joining your email list.
Prospect
A person who fits your target customer profile but hasn't yet shown interest. Companies often buy lists of prospects to market to.
MQL
Marketing qualified lead. A lead marketing judges a good fit based on criteria like source and demographics.
SQL
Sales qualified lead. A lead the sales team agrees is worth working, often because they have the budget to buy.
Closed/won
A sales status meaning the lead agreed to become a customer, usually by signing the contract.
Round robin
A CRM assignment rule that hands each new lead to the next rep in rotation, so every rep gets an even share.
Speed to first touch
The time between a lead signing up and the first call or email from your team. Faster generally means better conversion.
Pipeline
In a CRM, the set of ordered stages a lead moves through, each with its own email templates and collateral.
Brag sheet
A one-page showcase of recent marketing wins sent to retail buyers or partners to get them excited to take part.
“The closer you are to that money, the more money that you will make.”
One-line career thesis, no setup needed→ TikTok hook↗ Tweet quote
09:09
“We had to call or email somebody 11 times before they bought. Most organizations would give up on four to six.”
Specific number with a surprising gap→ IG reel cold open↗ Tweet quote
17:18
“You can send amazing leads and if they don't get assigned and sold, you're not going to get credit for them.”
Clear stakes for marketers→ newsletter pull-quote↗ Tweet quote
The Script
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In this video, we are going to talk about money marketing, the things that marketers can do, whether it's your own brand or you're working at a brand, to actually generate revenue in a business. And we are going to zone in on CRM, customer relationship management. Do not let that term intimidate you.
I'm going to break it all down here. I'm going to break down the sales process, lead cycles, how they're tracked, how marketing interacts with sales. And look, on this channel, I talk a lot about the fun and creative parts of marketing.
I talk about art direction, creative direction ads campaigns positioning these are all amazing things and they're a big part of why creative people love to get into marketing as a career choice they can do creative work and still make good money but at some point in your career every marketer realizes some sooner rather than later that the end of the day their job is to make the business they work for money and the closer you are to that money the more money that you will make if you want to add that to your toolkit I'm gonna cover this in about 20 minutes I highly encourage you to get in a role inside your org where you can put this into play and you will be shocked at the results from knowing this kind of info let's lock in but first let's describe sales life what does sales life actually look like what does a business need to do to make sales and i am in this particular video talking about businesses that sell a high cost thing or a services business an agency etc you've seen me make lots of cool videos about how to sell products in d2c this is about businesses that have leads leads are people that have to get called or get on a zoom risky
sign up to get closed, to get sold in a business. So the key terms you need to know inside sales life are what is a lead? A lead is someone who signs up to get sold to.
Or alternatively, we have what's called a prospect. So a lead is someone who has shown interest. They've gone to your website and filled out a form.
They have placed a call. They've joined an email list. Definitions vary a bit, but basically anyone that's shown verified interest is a lead.
A prospect is somebody who fits your target demographic. So for instance, in that job I was talking about, we used to purchase lists of prospects. For instance, one of them we did was we would actually partner with organizations our target network was a part of, like clubs.
And we would get direct mail lists so we could send mailers to those prospects as a collaboration with the club. That was a way of getting leads back in the day in the direct mail era. Then we have a sales cycle.
A sales cycle is a series of stages that people go through to get sold. We'll talk about that in a bit. So basically, someone goes from a lead, someone who's opted in, and they go through a sales cycle.
They get called, they get sent stuff, they get on Zooms before they actually close. So then we have what's called closed. what a sales terminology closed slash one means that someone actually agreed to become a customer they signed the contract etc once they sign the contract there is a system called onboarding so once they actually become a client what happens do they have a call do they get provided documentation do you need resources from them what happens there so at signature they're closed one once you get a signature you begin onboarding and then after onboarding once they become a client we have what's called customer success it's usually a part of an org which says now that there are client, how do we make sure they succeed?
And importantly, how do we sell them more? So let's look at this in perspective of marketing. What is the marketer's role inside of this?
Job A is to generate leads. At the end of the day, no matter what kind of business you're in, whether it's a fashion business or whether you're selling plumbing services, your job as a marketer is to get people in the door that say, I want to buy. It might be someone who joins the Balenciaga email list.
It might be someone who follows on social media. All that is actions that lead them towards becoming a lead that may eventually buy. Then that sales cycle, your job is to enable.
I'm going to walk through the exact sales cycle here in a second but you are going to help provide the sales people with tools to close in that all the cool marketing you do is a part of the sales cycle every cool social post customer success story testimonial awesome video needs to get plugged into there it's an awesome piece of alpha that you can use inside your business because a lot of these orgs don't really communicate like that then onboarding when people kick off what are they provided is the marketing team have a hand in there and customer success is really important once they buy how do you get them to buy again can marketing play a role in that process so thinking of yourself in money marketing across this row of things where can marketing contribute is really important now let's map through the lead cycle so how does a lead become a sale this is where marketing is most intimately involved so first they actually sign up so they'll fill out a form
They'll place a call, whatever it is. That's called the call to action you have in your marketing. So on social media, do you make this easy for people?
Is there a link in your bio where someone can set up a call to work with your agency? You will notice in every one of these videos, the agency I'm a partner in, Darkroom, I have a link specific. It says slash Oren.
Or if someone wants to go work with our agency, they go to a landing page. We know where the landing page came from. It has my name on it.
Also has a separate CTA. I have a video on there. Someone who's coming from my content, we treat differently than someone who's just coming out of the blue.
I can help tell the story versus relying on our standard collateral. But the CTA is to book a call on that, is to get a call with the agency if you're interested in the agency services, right? We sell marketing services.
This is the same as an electrician. This is the same as almost kind of any business and applies to high ticket too, a bespoke suit, a nice pair of sneakers. If you sell freelance graphic design, whatever it is, it's this cycle.
Then the question is, are they qualified? And this is where sales starts to get involved because you have what we call MQLs and SQLs. Marketing qualified lead, sales qualified lead.
So someone comes in here, marketing might say, this is a great lead. They fit all our criteria. They came from our social media.
They're educated. Their definition is a little bit different than the sales org. The sales org might want to count them as a lead if we know they have the funds to buy.
They may have a slightly different definition. Ideally, in most orgs, this is the exact same thing. Everyone defines a lead the same way.
But you'll find that some organizations will have it be slightly different. They'll end up being more marketing leads. And sales will say, hey, of those 70 leads that you sent over, only 50 meet our definition, so 20 weren't good.
And that is something for marketing to improve on or to help educate sales on how to do better so you can get that definition as close as possible. Then we have the conversion rate.
How many of these people that sign up, how many are then qualified and then how many actually buy? That is the key metric here because your business is a lot different. If 50 % of the people that say we wanna buy end up buying, your business is markedly different than if 1 % of the people do that, which is why this qualification process is important and the quality of leads is important.
So what happens when someone signs up? We have what's called assignment and this is where the CRM comes into play. So every business that does this well has a piece of software.
tracks this or they have like a terrible spreadsheet but software is the likely way right most people use hubspot you see me talk about them a lot on this channel they are a end of the day they do a ton of technology but their core that they are known for and blew up on as being a crm you have clothes you have pipe drive people vibe code their own and stuff like lovable but the idea here is that every lead that goes into a system gets tracked what we mean by tracked what gets assigned to a sales rep first say that you are working in an org and you have a lead comes in and you have a bunch of sales people you have carl you have julie you have bob these leads are going to get assigned and now they can be assigned round robin so basically one lead comes in carl gets it next leads julie next leads bob repeat they can get assigned based on status let's say julie is the senior sales rep she may get all the leads that are really really good or enterprise or a large spender she might pick off and carl and bob are the junior reps they have to pick up everybody else but there needs to be a set of rules of how they get assigned now marketing it's important to be involved here because at the end of the day you can send amazing leads and if they don't get assigned and sold you're not going to get credit for them you need to work hand in hand with sales for this so it's your job to help with this how fast do they get assigned ideally in the crm they auto assign in every crm you can choose you want to do a round robin do you want to assign based on a set of parameters you can
and basically make rules inside the CRM to do that. Every business I've worked with that gets real value out of a CRM is using it for the same reason. Having the full story on every customer and knowing what to do next.
Who you talk to, what they said, and what they actually wanted. As the business grows, keeping that picture current gets harder and harder. Customer conversations and information start living across notes, inboxes, spreadsheets, and in different people's heads.
This is where HubSpot's new Smart CRM comes in. It unifies your customer information, conversations, and tools, keeps your records current, and gives your team the context they need to take the next action. Say your sales team is on a call with a client and tell them what they need, what's changed, and what should happen next.
That's where HubSpot's AI Notetaker comes in. record and transcribe the conversation and then log it in the CRM automatically so the marketing team can see, sales management can see, and the team knows what to do next. And the sales team can be focused on the conversation versus the whole time taking notes.
Once the call wraps, HubSpot Smart CRM can even suggest updates, pull out the next steps, and even draft personalized follow -up for you to review. You can go check out HubSpot's new Smart CRM for free at the link in the description. And thanks to HubSpot for sponsoring this video.
And this is important because after assignment becomes touch and time to touch is critical. You will notice if you you've probably seen things like alex hermosi webinars online where they have 100 000 people online getting sold by alex hermosi to buy some package i guarantee you if you sign up for one of those packages they touch you almost immediately they call basically from that form they're trying to call within a minute the faster it goes from touch to uh from actual sign up to touch the better your chance of conversion rate And this is an important thing that marketing needs to get involved in because often if your org is a little bit lazy or hasn't dealt with a real defined system like this, they may yell, call them tomorrow, it's the end of the day, whatever.
People who really want to make money call right away and they measure this. They measure touch. The speed to first touch is a key thing to measure.
Highlight what we're doing there. We'll get rid of the assignment chart here. And then it comes the question of what do they actually say?
Because you're going to get a series of touches here. In the business I talked about at the beginning where I was doing this, we were selling $10 ,000 to $15 ,000 items and we tracked it. And it actually took an average of 11 touches to close.
We had to call or email somebody 11 times before they bought. Most organizations would give up on four to six. In fact, we only found this out because we would have the junior reps, the junior salespeople would just keep hitting people up until eventually they just fully said no.
And we started to realize some of them were getting to 50%. than getting a yes. Rich guys, especially, they're busy.
They need multiple touches. They need to be convinced. We had a seasonal product.
I gotta wait till the next fall. This happened when I was working on lift foils, right? People would be signing up interested in the winter, but they're not gonna start surfing until May.
So the sale, you may touch them a bunch in the meantime to get them excited and prepped to go spend that money on an e -foil going into surf season. So we have basically touch speed, and then we have all the various touches. What do your touches look like?
And this may look like something like you're going to send them an email. You are going to connect with them on LinkedIn. You're going to call.
You're going to have a secondary person, CEO touch, or a head of sales touch to come in, introduce themselves as part of the process. It works. You're going to have a bunch of these.
And they're all each going to have steps, right? You may have multiple call steps. You may have multiple email steps.
Now, marketing, this is where you get to plug in right here. Because these touches map to your content. So one of those touches might be your best videos.
Hey, have you seen the stuff we've done on social that's really cool? your long -form tutorials on youtube hey here's how you do it let's break it down do you have any big influencers or celebs like at lift foils we had laird hamilton right super famous surfer sales reps would send out the videos of him doing awesome stuff it's a great endorsement for our product as part of the sales process basically endorsement success stories not to keep mapping everything back to the foils but they're a great example we had a lot of larger guys who were concerned could they actually ride an e -foil and um damian who's one of the awesome guys who worked there did these videos with some larger guys getting them out and foiling as an awesome tool for the sales steam to use to be able to send to guys who are concerned about that be like hey look this guy can do it i bet you can too so case studies same thing again people who have gone through whatever it is in your roofing business your plumbing business a dock room we have all the people that we've generated all this money for on meta ads you can send those case studies over faq
invites to stuff like demo days we did this at the outdoor company we would have demo days locally in different places and we'd have them at the office so people could stop by regularly and get hands -on with the product so all of this is stuff that you can use inside email inside linkedin or when someone else at the company reaches out that you want to look at and look at the data of what do they actually click when we send those emails all that data is going to live inside the crm your crm is going to map all these all the call steps all the email steps is going to likely happen automatically your emails are tied into it then you're gonna look what is the click rate on email two everyone sends, that's our tutorials.
No one ever clicks the tutorials email two, but they click the endorsement. But then you could try out, oh, let's do tutorials email five. Hey, people actually click it a lot then.
They're ready for it. That's the kind of stuff you get to plug and play and play with as a marketer. That has a huge impact.
Again, making one of those changes, maybe that ups your conversion rate 2%. That could actually be generating hundreds of thousands of dollars of change for a company of a certain size. And so I break this content down into three levels, right?
We have... Hype content that gets them excited. We have tactical content, how to do it.
So very much it's like, how do you actually use our product? All the basic questions. And we have useful content.
A little bit of a difference here. So tactical is like, hey, how do I get this? What's an unboxing video?
How would I do this thing that I'm worried about? And useful content is things like case studies, testimonials, overall info about it. Hype content is like social influence or things that will get them excited about being a part of it.
You have to ask yourself, are we covering all three of these in our marketing? And this is where, and we talk a lot about social media on this channel. We talk a lot about creator influence.
or even if you don't get views on your content, say your social media kind of sucks, you only get 100 views. If those same assets are excellent inside the sales cycle, sometimes it doesn't matter. If you're getting your leads through paid and those assets are actually amazing for your sales reps to send out, but they weren't as good on social, that matters just as much as that overall hype, right?
If you're getting leads from another source, if they help in this cycle, if they're good explanatory assets, that is what generates the money. Ideally, you can do both. To give another call out of this one, I worked at Gel Blaster and we did this at retail, right?
All of our retailers were leads. So it's same in any kind of business. If you're selling into a buyer at a retail store, you're in the same process.
If they expressed interest, they signed up for a sample. Who's following up with them? What are they sending?
And so we would send out, hey, here's our new influencer campaigns. Look at the reach of what we're doing. Here's this activation we did in a different region, a different type of retailer.
We could do that for you. All the marketing we did, we would send out what we call brag sheets. It would be like, here's a showing off we did in May to get them excited.
They want to participate and buy in on that hype. So let's actually talk, let's get technical for a second and talk about CRM itself. What is inside the CRM software?
What you need to know. So first is pipelines. So for every type of lead, let's break down type of lead for a second.
So for instance, at Jailblaster, we were selling to retailers. We had enterprise retailers like Walmart and Costco, and we had smaller retailers like hobby stores. They each had a different pipeline.
But we also had people that ran like experience centers. They wanted to have like an arena or they did birthday parties and they were going to buy a lot more than an individual consumer. They wanted bulk pricing.
They're buying a hundred units. So they're too big for the website, but they're not quite a retailer. So each of these had a pipeline.
A pipeline inside your CRM is a set of these steps that the sales reps work through. The sales reps know I send an intro email and they can go look and there's a template for that email. And I send this testimonial and this case study, step three.
Those case studies are different for the experience center versus the retailer. So for each type of lead you have, and I wouldn't have too many. The minimum you can.
You have a pipeline. The pipeline has stages and those stages have templates. Basically pre -written emails and collateral the sales reps can customize and use.
The more you define that, you're writing and putting that together at works, you are worth a ton of money. If you set up the pipeline, map the stages, give people stuff to it and make sure they use it and feedback it and improve it, that is an excellent marketing skill. And then there are rules.
Things that happen automatically. You may have auto emails or things that get sent. So for instance, if someone says, this prospect has intent to sign, moves them to that stage intent to sign in the CRM, it might auto fire the DocuSign.
It will actually make sure legal drafts the contract and it gets assigned. It's an example of a rule. Automation, same thing.
A lot of those stages you have, you assign someone to a stage, you can set up in HubSpot, for instance, this email will auto send with them. Like the best videos email auto sends at stage one. So your sales rep doesn't have to do anything.
The email fires out immediately upon it. You want to look at what automations can you set up. So this combination, pipeline stages, templates, rules, automation, is what you need to know.
know about working in any crm and just look at your day how do i spend my day as a marketer like this you examine the pipeline where are people falling off within the different stages you set up new stuff you add more templates to it you look at the data of the existing templates what actually gets opened what subject lines what gets clicked what helps with sales and then you begin making automation to make that stuff easier for the sales reps or to improve that process and then we actually have making the sale so there's closed tools on this because sales are done in one of several ways one to one or one to many one to one is someone's calling somebody or getting on a zoom with their team what do you sending them?
What PDF is the sales team using to walk through? What collateral are they sending after the call? Marketing responsibility to help make those great because you'll see sometimes sales guys are putting together decks.
They're insane. Marketing can help shape that, right? Same thing with after the call.
They're just sending a default follow -up email versus attaching all of your good case studies, relevant FAQs, cool videos. Again, encourages it to make the sale or one to many. Also common that you would do things like a webinar of sales where you have a bunch of people on a call at once.
How are they getting clothes? What are they getting sent? What's the asset during the webinar?
Is there a freebie that comes with that all places marketing can contribute then we have the actual calls themselves the actual pitches that people do there is software for these you have granola you have fathom all these ai note takers they're there for a reason because their analysis you can throw right back into chat gbt and be like where did this sales call fall flat or what are the winning sales calls do that The losing sales calls don't.
You can actually attach your CRM data to it and you can get ideas of how to change that flow and provide them to the sales team. This is such an amazing AI era for improving sales based on this. And you have the actual, like the doc you signed, et cetera.
This is funny because this is actually where people get like contracting and onboarding and getting people paperwork and tax docs and stuff. Often you'll get marketing or sales teams that are really good up to the end and they'll get lost in contracting. And that's something that just worth being aware of.
All right, so last thing we're gonna touch on here is getting leads. How do you actually get leads for these businesses? What do you have to do?
And we're gonna start with this idea that leads have a value. So for instance, if you sell a thousand dollar product, and you have a 30 margin on that product you make 300 each time you sell it not an amazing business but a business and your sales reps make 15 all in so that's half that money out so that's 150 left of that and you need to make some level of profit so you need to make 50 there's no other overhead just again it's a fictional scenario it means you have a hundred dollars with which to make that sale now in that hundred dollars to make that sale say that you have a 20 close rate that means one in every five people that signs up you actually are able to sell in that thousand dollar service so that means that those leads if you want to to actually make money in that business, you need to be able to get leads for $20.
But it's worth doing that math. Now, you may not have that math if you just started out, but you should be starting to measure to get there and quite literally look at the cost of the business, how much money is the goal to make. Obviously, there'll be some wiggle room there, cost of the product, cost of the business to run, and kind of back into the rough amount of math you have for leads and the conversion rates you can actually measure against this.
Most businesses will have this tracked. Then you need to be able to figure out how am I going to get people in the door at this dollar amount? So basically, you have the cost per lead.
Can you hit that cost? That's number one. And number two, is the volume the amount of people that you can bring in at that cost and the volume is going to have two factors the first is going to be what can you generate because oftentimes you may be able to bring in the leads at that cost but you can only bring in 20 or 30 a month effectively start to go higher than that they begin costing more and then how many can the team handle because there's only so many sales reps they can only do so many calls maybe you're bringing in more leads than that and then the leads aren't converting as much because there's not enough attention to give them that's that's the conversation around your volume so then how do you get them you get them through ads number one right you want to run meta ads you want to run google ads one on YouTube ads, get them to be a form.
You will find your cost per lead relatively quickly. You can test your landing pages. You can test your ad creative.
You have this whole process here, but ads is the biggest one. You have organic social. Obviously big for a lot of people too.
And that, it's a little more ambiguous what the cost per lead is, right? So you have the cost of your social media team and your shoots and how much you're posting for how many leads you get organically every month. And it will vary a little more than the more precision of ads, why a lot of people default to ads.
But the upside is if you start getting this right, all of a sudden it generally becomes a lot cheaper than ads or at least they complement each other hand in hand. An awesome one to start doing on this is actually just looking at the existing customer list. So you've heard me talk about Outer Signal before.
Outer Signal will just go through your Shopify customer list, et cetera, if you sell a higher end service and identify, who your high net worth or who prospects are to meet a certain demographic that you can actually call out and hit. When I first ran it on, when I was really focused on valuable stuff, I began to notice really quickly a lot of MMA fighters, people like that, were buying the products from there.
And I'm not saying that's a sales tool. I was using that more to find influencers. But it'd be the same thing, say I was gonna do a valuable retreat or something like that, and we were gonna do fucking dirt biking in the desert, first guys I had to call were the high net worth buyers around that.
Then we have LinkedIn. Obviously, people get lots of sales DMs and stuff like that on LinkedIn. There's LinkedIn, and LinkedIn Sales Navigator is a tool that they have people to send dms and send more connections than normal and research people to be able to say try to recruit them to get on a call again same thing you would track through a crm and you are going outbound to people so this is all inbound marketing ads organic and we have outbound marketing which is a lot of marketers get afraid of but look my uh my first real agency that i did with my buddies in texas we had one or two inbound leads to start and everything else was a relentless grind of outbound uh phone calls and emails so we have linkedin and then you have actually like finding leads and calling them so there's software for that zoom info probably the most known one apollo basically a better more modern zoom info list kit they've heard of them imangazi recently invested in them that i would highly consider to be the best of your options within that no relation to them just think they do a great job so with those what marketing would help do is actually pull lead how we need to get those people in there we need to write emails and subject lines for them that don't sound like bad ai we need to test those messages i mean to get into a flow of how many calls and emails get sent to help generate a lead that then goes into this system so look
dense video compared to a lot of what I normally talk about. We talk about fun, creative, art direction -y stuff. But again, this is what will make you the money.
If you are the person in the business that starts being like, we should measure leads and leads have a value and we're going to bring it in at this cost and the sales reps should be touching faster. Here's some good collateral for them to work on. You're going to be in the middle of your org in a super crucial way that will make you more money than probably any other marketing job.
And then now you have all the tools to run your own business. Again, whether that's an electrician business, you're selling your own freelance services, you're starting an agency, whatever it is, this is how business works being able to manage that software assign the rules know all these steps in here this is it there is not much else inside this process maybe i forgot one or two random things this is the lion's share of what it looks like if you go in there begin implementing and just go step by step through what i outlined here and i will have a pdf with all of this defined that's down below you are going to make more money and be ultra valuable for yourself and for any business you work for heretofore let me know if you're enjoying these more tactical breakdowns like this and the funnel video and I can keep sprinkling those in.
Thank y 'all so much for watching.
The Hook
The bait, then the rug-pull.
Marketers love the creative work, but the ones who earn the most sit closest to revenue. Oren walks through the unglamorous machinery behind that: the sales cycle, the CRM and the lead math.
Frameworks
Named ideas worth stealing.
01:06list
Sales life stages
Lead
Prospect
Closed/won
Onboarding
Customer success
The path from interest to a signed customer who is then helped to succeed and sold more.
Steal formapping where marketing can contribute at each stage
12:08list
Hype, tactical, useful content
Hype
Tactical
Useful
Three types of content a sales team needs: hype to excite, tactical to show how to use the product, useful for proof like case studies and testimonials.
Steal forauditing your follow-up sequence for gaps
13:35list
CRM building blocks
Pipelines
Stages
Templates
Rules
Automation
What you need to know to work in any CRM and how a marketer improves each part.
Steal forsetting up or auditing a CRM
17:15model
Cost-per-lead back-solve
Start from price, subtract margin costs, rep pay and profit, then divide the remainder by the close rate to get the most you can pay per lead.
Steal forsetting an ad budget target
CTA Breakdown
How they asked for the click.
VERBAL ASK
21:20product
“I will have a PDF with all of this defined that's down below.”
Soft ask at the end that points to a free download in the description, plus a request for feedback on more tactical breakdowns.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
Two operators sit down and inventory every tactic currently moving money, from street interviews to commission-paid UGC to brands that are speed-running a legacy.
A two-hour-47-minute marketing curriculum that runs from positioning theory to a live Meta Ads build, a Klaviyo flow, and a whiteboard of the lead funnel.
Oren and Sir Kensington's founder Scott Norton break down how brands turn customers into characters, using Vacation, Wes Anderson, Ralph Lauren, and Anduril as case studies.
A 25-minute content operations playbook covering team structure, brand examples, and the pod system for turning any marketing org into a media company.
A 35-minute A-to-Z playbook from beginner to advanced: levels, archetypes, formats, positioning, monetization, and the timing framework most people get wrong.
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