Transcript

All right. Thank you so much for joining us for our favorite thing, the no bullshit demo of Falkon. I am really excited to go through and learn a little bit about what Falkon can do for marketing operations professionals. I know that you all took the time to look at the questions ahead of time, which is tremendously helpful.

So we thank you for that. Um, so with that, Let’s go ahead and dive into it. If you can maybe just introduce yourself real quickly and then, um, kick us off with telling us a little bit about what the product is, what it does, you know, the why exists kind of elevator pitch style. That’d be great. Yeah. Well, thank you so much for having us.

We really appreciate the, uh, the help and we also appreciate you sending questions in advance. Uh, so I’m Mona, the co-founder and CEO at Belkin. Uh, we started the company two years. Um, and our background is a pretty hybrid, um, uh, as a team hybrid of consumer people and B2B people. And so we bring a lot of consumer insights, consumer style insights into the B2B go to market world.

And so why Falkon exists is pretty simple. Actually, if you think about. In the last five years, the biggest trend that’s happening in how businesses sell software to other businesses is a predominant trend towards consumerization. So we see that in people using communities to buy software, lots of land and expand motions, um, also, you know, things that were previously exclusively human led, right?

Like a sales executive picking up their phone and making a phone call. All of that data is also being digitized. Now, now we use gong, we use outreach, we use Marquetto, we use HubSpot and so on. And I think with the pandemic, um, selling has become even more digital. Right? What that does is it creates a massive amount of sales, marketing, sales, development, and product usage data that all needs to come together in order to identify for any company.

What are the blade books of success that are already hidden inside our data based on our own track record of success and how can we pull it out of this data and turn it into playbooks that we use for repeatable, uh, revenue generation. Right? And so why Falkon exists is today. If you wanted to do that, you would hire a bunch of data engineers probably get a snowflake instance.

Step one would be, you would unify all this. Get your Salesforce data. Marquetto HubSpot, Google analytics. Pendo Mixpanel amplitude all. Dump it into one word. Then spend six months with a few analysts, which by the way, are terrifying to hire, right? Like they’re just fly in demand is totally out of whack, um, to come up with the marketing operations market to designate exactly, um, very difficult market for everybody in these tech spaces right now.

Yeah. Yes. And I think you bring up a really interesting point, right? That when. All our growth strategies are predicated on hiring people that are not easy to hire sometimes impossible to hire. What should we do? And that’s why Falkon exist is we essentially do three simple things. Unify that data for you.

So we programmatically slurp all this data in from Salesforce, Marketo, HubSpot outreach, gong, Google analytics, and your product instrumentation vendors like amplitude and Mixpanel layer. Two is we turned that into about six to eight actionable insights that are telling you what are things that are working already.

So for instance, what channels and campaigns are already driving. Um, lead generation engagement, high quality leads and actually revenue, um, which opportunities are stuck and need to be advanced. And how can we do that? What tactics do we need to deploy today? What is a good cohort based funnel analysis to understand what is our true leads to a close one conversion?

Where are they falling out and by what channel, what segment and so on. Right? So that’s the second layer of Falkon is generating these super actionable insights. And then the third layer of Belkin. Um, you know, we don’t believe that you have to come into the Falkon UI to get these insights. Instead, we push these insights to you where you are, which is slack, email, Marquetto HubSpot and outreach, right.

That’s where people are taking action. Um, and so you stop sort of, um, reminding people to look at their dashboards every day. Instead, the insight is right where they are so that they can do something. Does that make sense? Yeah, that makes a lot of sense. Uh, I noticed you didn’t say Salesforce specifically.

Is there a reason for that or do you also have Salesforce is very much the center of the story. Okay. Yeah. I just, uh, I, I figured as much, but, um, you referenced some, some recognizable names and so pushing data to where they live. I was like, oh, we’re sourcing that makes now I sort of would have been a little bit.

Okay. Pleasantly surprised to hear that, like Salesforce wasn’t the primary, but I mean, let’s be real, you’re talking about a solution that needs to be a part of that. So of course that’s exactly. Well, great. Thank you. Um, that, that was a wonderful overview. I, I’m definitely excited to take a look at, um, just sort of the way in which marketing operations professionals would leverage the product and understand.

Um, you can probably walk us through a little bit of how the tool functions. Looking forward to that. Yep, absolutely. Let’s do it. So I’m actually going to switch gears and I’m going to share my screen and walk you through. Uh, a demo. So first and foremost, we start with the ideal customer journey. So what, uh, remember I was telling you that we unify marketing sales, sales, development, and product usage data.

Uh, what that looks like at the account level is every single touch point. Right? So in this case, we are looking at an account that was recently closed. One. We can see what was the first touch that, uh, Ended up getting this prospect to us, uh, which was a beach view. That data is coming from Google analytics and then they were enrolled in a Salesforce campaign and then they responded to that Salesforce campaign.

It was an event and so on and so forth. So we’re unifying all marketing sales, sales development activity at the account level. One of the common problems we hear about, um, Salesforce specifically is. There is a wall between the lead object, the contact object, and, uh, the account object. And to do this aggregated view, you would have to go through a lot of gymnastics.

So a lot of touchpoints get lost. We again are unifying all of these. So if there’s any touch point at a contact lever level at a lead level, at an op level, it will all get aggregated to the account level. And then what we do is our attribution kicks in where we will tell them. Since this is an $810,000 deal, that was just converted.

What did it actually take to create this opportunity? This is very, very true of target accounts, which can take a lot of activity and efforts to even penetrate the account. So here quickly we can see. Uh, it took six months to go from first activity to opportunity created. We engaged with about 63 contacts within this account.

And if we look at the mix of activities from, uh, we did about 275 touches before the op was created and 199 of these were emails and you can get down to the email. A bunch of meetings that were done, Salesforce campaigns and so on. But if you look at, um, the inbound activities you see, there were seven touch points associated with any event.

Now, if you’re using visible and full circle and these old-school attribution, uh, blaze one, you don’t see information at the account level. Second, you have to pick between lead or contact. You can’t get touchpoints from both. And third is the attribution is based on rule-based attribution. So position based first touch, last touch and so on, which is all nonsense, what we do at success based attribution.

So even though. Events are only seven out of 39, uh, inbound activities. They actually get 10% credit because they were impactful and engaging these contacts such that the opportunity was created. Um, and then we’ll sort of show you that insight on what did it take to win this opportunity? What was the mix of sales and marketing activities that drove this opportunity from creation to close one.

And then obviously you can see the entire timeline view as well. Um, now this is very helpful for doing data-driven deal breakdowns across marketing and sales teams to really then come up with playbooks for how we penetrate large accounts and then win them as fast as well. You can also see the same view.

So second thing that we do is when we unify this data, we create about 200 KPIs automatically right out of the box. And these are sliceable and digestible by any field you have created in Marketo or HubSpot or Salesforce. Um, and these AP, uh, KPIs are essentially, uh, helping us understand attributes.

Marketing performance, SVR performance, sales performance, and account health. And so here I can quickly show you, um, let me just sort of, this is how flexible the system is, where I can say, Hey, I just want to look at this as a line chart. The blue line is just, uh, the goal that we have. So this is my pipeline created over.

Now, if I wanted to look at it by attributed channel, I can quickly see all of the 24,000 in pipeline that was generated. Um, 26% of the credit goes to sales emails. 24% of the credit goes to marketing emails. 10% goes to events. I can get this down to the campaign level if I want. Uh, so I can see exactly which campaigns drove this 24,000.

Um, and so these are meant to be incredibly flexible. Um, and, uh, you know, you can slice and dice, like I said by anything. Um, now here we are not just looking at, you know, again, traditional attribution is just focused on lead creation, pipeline, generation, and revenue, uh, that is closed. We also want to look at early signals, uh, of campaigns and channels that are driving activity with accounts that are re-engaging accounts that have become disengaged that are advancing opportunities that have been stuck.

And so for that, we essentially look at. What are the channels and campaigns that are driving the highest responses from a couch. So you can quickly see by channel what is really driving engagement within cops. You can also see that by campaign, that this campaign is driving 33. Uh, accounts responding to us in the last week.

Um, you can also see how many contacts are responding. So that’s sort of telling you what channels and campaigns are driving activity, even before it results in opportunity creation or closed one. And then we also look at what our activities across marketing and sales that are. Um, reengaging prospects who were previously disengaged, uh, and similarly, uh, you can look at, uh, accounts and needs that are disengaged and need attention.

You can automatically send these accounts and contacts and needs to Marquette or HubSpot so that they can be put in appropriate nurture sequences or outreach sequence. Um, any questions so far, this is fascinating. I I’m looking at sort of, for me, um, some of the conversations that we’ve been having lately, so th you know, I don’t think this is necessarily a point in time use case or example or commentary.

I think it’s prevalent and will be consistently prevalent for much time to come. Is. This is wonderful. Right? We’re seeing here the accounts responded based on your attributed channel. I’m sure. Uh, sort of that attributed channel rule is defined maybe by a pick list or something like that, which of course needs to be fueled by a process in the backend to standardize that data.

But what I, what I find it fascinating about this is. Yeah. One of the comments that you made at before we sorta jumped into everything, it was like, Hey, this is about your unique organization. Um, and, and so for this example company, whether it’s your actual company, or just an example, um, what I do think is fascinating is that, you know, look at how prevalent sales is among the mix of all of these things.

And then is that. Uh, standard. Is that what this company expects to see? Right. So someone somewhere, ideally, you know, cross our fingers has decided that sales should be doing, you know, 30% of overall opportunity creation, right. Net new opportunity creation. Uh, and then, you know, marketing’s responsible for 70% and demand gen and all that funnel.

Right. Pretty common metrics that you’ll see out there. But what’s interesting is. I would, I S I imagine that Falkon can help you sort of answer those questions in the sense that like, We expect this to be the norm. This should be exactly what it looks like for sales to be impacting the business, um, you know, over, under, right.

I, I, it sounds like you could do some of that in this solution as well. Absolutely. And you know, it’s meant to be very, very flexible. So for instance, if we look at pipeline created for new business, again, these are metrics that are automatically created for you. You can just say, I want to look at that as a.

Metric, and I want, you can also set goals for instance, you know, you mentioned that a common goal. I want, uh, you know, 30% of pipeline created to come from sales and 70% from marketing. You can also set goals for segments because often a lot of our customers are trying to move up market. So it’s not just about how much pipeline we’re creating.

It’s also about how much enterprise and mid-market by blind, we’re creating, and then we can sort of quickly see, okay. I actually only want to look at, for instance, biplane created where. Attributed channel was one of the marketing channels, right. Or just marketing, um, just events, only sales channels and so on.

And, uh, you can sort of, I have not seen a question that Belkin can’t answer right now, um, within our customers, because the underlying data has been unified, clean and turned into metrics, then visualizing to answer questions becomes just incremental, right? Yeah, this is great. That’s a thank you for showing me that.

Yeah, of course. And then, um, I wanted to walk you through funnels. So, you know, as you know, in, um, Salesforce, for instance, um, the way to look at a funnel, you would basically have to turn on your opportunity, history, um, tracking, and then you would download your opportunity history table and finance teams do that one supporter because that’s what boards expect.

It’s the right way to look at your genuine. Um, but because it’s so cumbersome and even then pretty unactionable like usually a finance team will give you a view that looks like this, which is basically saying in Q4, we created 630 ops. And out of those as of today, 104 are closed one. So our conversion rate is 17%.

Um, 5.6% have closed lost, and, uh, 491 are still active, which is generally. Uh, signaling either hygiene issues or a lot of opportunities that are stuck in the pipeline. Um, with Falkon, all of this is automated and we go one up where we are now sort of going to analyze this funnel. And it is analyzable by pretty much, again, every field you can imagine.

Team channel, campaign, segment, industry. This is used by MO Pros a lot to identify. What are the highest converting channels from lead to closed one? Um, what is their velocity? Because sometimes we care about optimizing for conversion. Sometimes we just want leads that move through the funnel really fast.

So here we are looking at a conversion rate of 16%, and I want to figure out why attributed channel, what are my highest converting channels. Um, and I can quickly see for Q4. Um, my highest converting channel was organic. Other marketing email was the second highest, which is fantastic because it’s also a cheap channel.

Versus if I look at paid social LinkedIn, it generated, uh, 16 opportunities, but 0% of them have good worded, which is why. Or channel. And as you know, LinkedIn is one of the most expensive channels to advertise in because we’re all going after the same director, senior director in 1000 companies. Right. Um, And one of our customers, I actually noticed that, you know, uh, LinkedIn was generating a lot of leads for them, but the quality of those leads and the conversion ratios of those leads were quite bad.

And so it actually helped them make a, a very good business decision to divert their funds away from LinkedIn and towards events. For instance, that are a lot more powerful and are converting at such a high. Yeah, that makes sense. That makes a lot of sense. Yeah. I love this, uh, this breakdown and the ability to go a layer deeper than just the sort of, uh, traditional finance, uh, funnel that we absolutely see quarterly basis, uh, when your leadership is asking and, uh, the board is asking.

And, you know, one of the things that I find very limiting about traditional BI, like you could create one or two Tableau dashboards. Right. But then the next time someone asks a question, Hey, I want to know conversion rate by segment. Right. I don’t want to know for this question. I’m trying to figure out what is my conversion rate, basically.

You don’t need a three week, um, analytics project to go answer that question, you can say, oh, okay. My conversion rate for SMB is 18%. Mid-market is 11% enterprises 17. So now I want to figure out what is the best, uh, channel segment mix. Let’s say we are trying to go up market, right? Um, now. Organic traffic for enterprise customers has a 50% conversion rate, uh, compared to, you know, mid-sized organic search Google, which has a 16% conversion rate.

So marketing ops teams really operationalize their funnel data to drive actions on budget allocation based on ICP, based on. Our preference on what segments regions we’re going after and what should our channel and campaign mix look like? Based on those business schools that we have. Right. I love that you’re calling this out in a way that, um, you’re specifically touching on a point, you know, for, for the audience that ends up watching this video.

Uh, you’re, you’re touching on elements that are, Hey, check this out. The enterprise organic channel in this example is converting really, really well, um, to a closed one opportunity. And so, um, Normally that conversation doesn’t happen with your let’s call it your SEO content team, right? Your marketing operations person, while they’re involved in delivering on a campaign.

They’re certainly not, um, necessarily asked the questions about whether or not the results at the end of the funnel are coming through in the right way. And so this is a great excuse. One of the things that we push on really hard at the, in the community and as a marketing operations professional in general is, Hey, go have conversations with the rest of the team and figure out how you can help them answer questions, right.

Or, or enable them further. And this is a clear example of you can now take this data to your, uh, organic sort of SEO website content team and say, Are we writing enough content for the enterprise sector so that we can go convert more of these because these are converting great. Right? So like the website needs to speak more clearly to the enterprise rep cause it’s already working.

So like let’s double down, right. Or what have you, or is that the strategy? And they’re like, wait a minute. We weren’t even trying to write content for the enterprise we were writing for mid-market. And so, you know, it’s just, it’s, it’s great that this allows you to sort of bridge those relationships with the rest of the Oregon.

Yes. And, you know, you hit a Vaughn a really interesting point. Um, I think we spend a lot of our time looking for signal in the outside world on what will make us succeed. But 99% of the signal is inside our data already. Right? To me, for instance, Marketers get so excited about ABM platforms because of the fact that they bring third party intent data.

50% of that data is wrong on any given day, but it’s like signals from the outside world. And my big pet peeve is, are you actually looking at your own data, for instance? Exactly. As you said, often, things like these are accident. But if you can go from accidental to, oh, this is the tactic that’s working, then you can actually make it predictable.

Right. Um, which goes to your point of doubling down. So again, another example events might not look good at the top level, but they are killing it for enterprise accounts. And if we have a strategy to go after enterprise, we should be doing more events. Right. And then the other thing I wanted to walk through was, you know, you see this with the rise of the CRO where marketing sales, sales, development, and product with BLG companies have to work together.

So we think a lot about the ease and SDRs, just like we do channels and campaigns, uh, not, not to dehumanize, but why marketing teams should care about this, right? Regardless of whether SDRs report in the marketing or not. You’re doing a lot of work to generate these amazing leads. But if there isn’t the right follow through on them, there isn’t an appropriate response time.

There isn’t an appropriate content, uh, that the SDRs are sharing or the A’s are following up on you lose visibility into what happened to all those amazing leads that you created. And so that’s why having visibility across the aisle is super important. And I want to show you. How we do that. Um, so we have, again, when I mentioned we create about 200 different KPIs, um, um, a big chunk of them are, uh, for SDR, productivity and management.

And just like with campaigns and channels, we think of KPIs as measuring three key aspects of, uh, What is your activity level? Like how much are you doing? What effort are you putting in? That’s like the equivalent of going to the gym, right. Results are, what does your BMI look like? Or how many meetings are you booking?

How many ops are you creating? How much revenue are you generating effectiveness is about how efficient are you? And are you getting better over. In learning oriented organizations, these metrics should be very, very important. So for an SDR team, we are looking at booked meetings. You can set goals at a very refined level with ramp goals for SD new SDRs, fully ramping, uh, ramp, uh, goals for, uh, mature SDRs.

And then you’re looking at how many meetings are we booking versus completing, um, by team, then we’re looking at effectiveness. How many touches is it taking us to book? Is that this trend should be going down over time. Not right. If it’s going up, it means we have to put in a lot more activity to get the seam one meeting, which means our outreach is not personalized and not, uh, relevant.

Right. Um, and then we’re obviously looking at activity, but as I was telling you, like, how many calls are we making? How many emails are we sending? How many accounts are we touching? And how many of them are new accounts versus existing? But as I was telling you, you know, we care a lot about operationalizing the insights.

I want to walk you through a, um, sorry. Give me just one sec. So here is a daily weekly report that goes out to most of our customers, send it to the SDR managers, that CTRL T team and the SDRs themselves, which is telling us at a glance, what did we do as a team personally? I think, you know, if you track these things on a daily basis, the worst you can have is a bad day.

If you track these things on a weekly basis, you course-correct after a week. So it’s one week of bad before. If you only do this once a month, you only get 12 opportunities in a year to improve your team’s effectiveness. So daily is better, right? This is operational rigor, but we want to actually go beyond this, not just look at the high level results, right?

So this is an automated report. Every single day, you can see what did we do as a team? We booked 22 meetings. 17 of them were completely. Our efficiency is it’s taking us nine outbound activities to book a meeting, and here was our activity level. Then you can see by each result, who was the top performer.

So Sydney book five meetings, which is higher than our team, average of 3.5. And it’s higher than our goal of three. So Sydney is killing it. Maurice is not killing it. So maybe we have a conversation with Maurice, but now if I am worries and I see. Why am I the bottom of the stack? And I truly believe no team member wants to be the bottom of any staff.

Right. So we just need to give people. The right information. So here, this is again automated, which is saying, Hey, Maurice, your results are lower than the team because you’re not putting in as much activity and you are not as efficient as the rest of the team. So in terms of activity, you need to be doing more outbound calls and you need to be sending more outbound emails.

And in terms of efficiency, the place where you’re really lacking is your call answer rate is 0% versus your team’s average, which is 10. Right. So now, if I’m Maurice, what do I do to be at the top of the pile? I improve my outbound calls, made my outbound emails sent, and I have a conversation with my top performing team member who has a great call, answer rate to identify what am I doing wrong that you are doing right.

And how can I. Does that make sense? Yeah. Yeah. That absolutely makes sense. I I’d be fascinated to see layers of, um, uh, other components from gong and some of those other solutions where it says, well, what if it’s just because your tone of voice is negative. Right. And so like layer, I’m sure I’m sure over time, you know, things like that would, uh, advise someone on, well, your, your pitch is just not.

Not coming across as, uh, you know, energetic or positive or what have you. And so maybe that’s impacting it. Right. But this is great. Fascinating. Thank you. Um, and, and so, you know, the last thing I wanted to show you is, uh, something new that we’re very, very excited about, which is this works specifically for companies that either have very strong land and expand motion, or, uh, they have a product led growth motion where they have free or low tier accounts that they want to quickly turn into high tier accounts.

And, um, the way we do that is you can say. I want to find all accounts. So we use Facebook’s techniques of lookalike modeling, where you take your best customers, and then you search all your current accounts and users to identify who are customers that look just like these, that I should be targeting. So if you’re an account manager, how do you decide which account is expansion ready?

You don’t, uh, you just like guests, right? And so in this case, you can say, Hey, I want to, uh, figure out okay. Um, enterprise accounts that have expanded within, um, the last sort of three months. It gives you a list. And then I want to find what are the leading indicators of, uh, usage indicators and attributes.

So this helps you with ICP, right? Um, all of my most successful expanded accounts. So the system will go and figure out statistically, which of these are genuinely leading indicators. Um, and. Instead of guesswork and saying, oh, you know, industry is a leading indicator of whether someone is a big account for us or not.

Let’s actually look at the data. No industry is not in leading indicator, so it’s not actually a part of your ICP at all. And then in terms of usage, which is product led, growth signals, um, Licensed saturation rate is a leading indicator of accounts that are going to, um, going to convert. And they also tend to generate a lot of insight reports.

Uh, that’s just based on this demo tenant, um, after that, you can then say, okay, so I’m going to take all of these criteria, go find me a. Leading indicators. Uh, so go find me. I’m actually going to just select, not even industry. I’m just going to sit like this and I’m going to say, go find me all customers that have not expanded that look like customers that have expanded.

Um, and give me their names. Tell me why you believe they are expansion ready and who are the interesting users I should be reaching out to in that. Right. So now I’ve identified this expense and ready account called WPG holdings. The system believes it is expansion ready because their active user growth rate is going up and they generate a lot of insight reports.

These are the five most, um, impactful users and. And now you can sort of say, okay, I want to send this list to, um, let me see, sorry, let me just name this. So let’s say expansion ready accounts. Um, and then I say next, and I want to send this list to. Right. What, what does that do? It’s basically essentially sending the, uh, names of the companies and it’s using this field and you can say, I want to send the signal that use and I want to send the expansion ready score.

Um, and now what this is going to do is it’s going to take all these accounts that you see. Along with all the signals that I’ve shown you and it’s going to put them in Marquetto. So now, if you’re a growth marketer that needs to go expand your million, um, small customers into expanded customers who have all that data in Marquetto and the signals will help you send personalized outreach, like, Hey, we’ve noticed you generate a lot of insight reports and you run out of your capacity.

If you moved up to the next tier, um, you would be able to do a lot more, right. And get a lot more value out of it. Makes sense. Yeah. I was just sort of like eyes wide, you know? Oh my goodness. I w what I love is that there’s always just like that next thought, like, oh, well, if I need to send this data to somebody you’ve already started.

Uh, not just to somebody but to the system. Right. So it’s fascinating. Yeah. That’s really, really tremendous work. I think my wheels are turning. I was like, I know some people that probably need this, so this is great. Well, thank you so much for sharing that. Um, so we’ll just sort of rifle through some of our other questions.

Um, you know, we’ve talked a little bit about the integrations that are frequently used inside of the platform already, but. Uh, sort of in your own, in your own, off the top of your head, like, what do you think are the most common integrations that, that come into the Falkon system today? Yeah. Um, Salesforce outreach, HubSpot gong, Marquetto, uh, Google analytics, Pendo Mixpanel, amplitude, and warehouses.

With our larger customers. They have proprietary data that sits in a warehouse and we reasonably. Um, okay, very good. And, and what would you say is sort of the average size of your customers? Yeah. So I would say we have two ICP customers. So series B plus, um, hypergrowth, B2B startups, uh, that have recently raised a lot of money and now they need to deliver massive growth results super quickly.

So that’s the sweet spot. And then I would say large enterprise customers like Zendesk and, and trust, um, who have hundreds of thousands of accounts. And they have so much data that they don’t know what to do with it, and they need to automate the insight yet. Hmm. Okay. Yeah. So series B plus all the way up through enterprise makes sense.

Uh, yeah, that, that category of the B plus hyper-growth like, they’re absolutely at a stage where they’re like, okay, we figured it out. Now we need to scale and we need to scale quickly because our investors need us do. Uh, so this is, this is good. Okay. And, uh, what is the average time to complete an implementation with.

Yeah. So I would say if you have a standard implementation of Salesforce, because Marquetto HubSpot, everything else is pretty simple. If you have a standard implementation, um, our implementation would be one week. If you have a non-standard implementation and by non-standard, I mean like a custom object, right?

Uh, then it would be about two, two and a half. Okay. And let’s be real, most people having non-standard implementation salesman. So what is your pricing model? And are there any types of setup costs? Yeah, so, um, pricing model is based on as you saw the product. There’s a lot of things across marketing sales and sales development.

So you, the two levers for pricing. Uh, the modules that you pick. So marketing attribution, customer journeys, um, SDR, productivity, productivity, funnel, insights, and PLG. Um, so modules is one and second is the number of accounts, contacts, and leads that we reason over. And we do that in backs of like a hundred thousand increments.

Uh, and then the set up. Um, for our enterprise and, um, mid tier customers, uh, Uh, so you don’t pay extra. We do the implementation for our smaller customers. Uh, we will do that for you, but it’s like charged at whatever 180 bucks an hour. Okay. Understood. Um, at this point in time anyway. Right. So, um, subject to change in the future, um, Which internal teams are sort of added to help you get fully into implement it?

I imagine there’s probably. Yeah. So again, it depends a little bit on the module. So a lot of our customers will start for instance, with marketing attribution and customer journeys. In that case, the only team that needs to be involved is the marketing team and the marketing ops team. Right? So we will predominantly work with the marketing ops person for implementation, and then onboarding will be for the marketing managers and what.

Um, but if you’re bringing in SDR and AAE and whatnot, then it ends up being pretty much the entire go-to-market team gets involved. So it’s rev ops sales ops, um, and then marketing ops would be our friends. Okay. Um, all right. So external agencies or consultants, do you need those really to see success?

Which obviously is a thing that we see happen a lot in the Salesforce world. So always a fair question. I think, uh, fair question. Very much. No. Um, we have built some, as I mentioned, right. Half of us are from consumer. So for us, even the idea of any implementation is a little bit like what the, uh, anyway, um, but no, we.

The product is meant to be very self-service and, um, very simple. So you don’t need any agency or consulting firm to be successful. Wonderful. Okay. And what support options are available and do they cost anything? Yeah. So for our enterprise and mid tier customers, there’s a dedicated customer success manager that’s included, uh, and there is a slack channel with our product team.

Um, and that is literally all the Falkon, like I’m on it. Uh, my co-founders on it and we are very diligent, very recent. Um, with our beginner tier, uh, you get the slack channel, um, and you get about a 48 hour SLA on responses. Uh, and then we have Zendesk for support and so on, but there was no dedicated customer success manager.

We do a check in once a quarter. Okay. And so, uh, the costs are sort of included in your subscription fee for support. Okay. And, uh, The last question here is sort of the average time it takes. So if you were to do an analysis with Falkon, with your own customers, what is Falkon telling you about how long it takes someone to see success before they expand on the Falkon accounts?

Great question. So, you know, unlike, so for instance, with attribution, you can see returns a week after implementation because often people are actually quite shocked. That the channels they thought were doing well, aren’t actually doing that well, and they will do budget, uh, reassignment based on it. Uh, with SDR productivity, we see within three months of getting these daily emails and like, you know, a coach in your corner, a data-driven coach in your corner, uh, performance improves, dramatically.

Efficiency goes up. Um, so I would say like a week to three months is taught. Okay, because we haven’t delivered value in three months. You should fight. I love that mentality more, uh, owners and leaders of products need to, to have that mindset for sure that, uh, many of which I speak to lately are definitely saying something very similar, which is great.

Um, well, Mona, thank you. This has been tremendously insightful, uh, to, I, I guess, kind of pun intended. Um, but thank you very much for showing us Falkon and, um, we will. Definitely be keeping our eyes on your product as you continue to go to market. So thanks for doing the demo with us. Thank you so much.

Take care.

Falkon

Falkon is a revenue growth platform that works in three layers: data unification across teams, analysis to generate actionable (and often surprising) insights, and workflow to write back to your MAP and CRM.

  • Company

    Falkon
  • Recorded Date

    March 2022
  • Length

    41 min

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