[AMA Now Open] Christopher Antonopoulos, CEO & growth stack expert

maggiebutler
HubSpot Moderator

This year at INBOUND2020, Christopher, CEO of Measured Results Marketing, is hosting a session called "Adapting Your Growth Stack to Meet Today’s Needs." 

 

If you're registered for INBOUND2020, join us here at 7p.m. Boston time on Wednesday 9/23.

 

Christopher will be continuing the conversation in this thread with you after the presentation and throughout September. Upvote your favorite questions and ask him a question of your own below - here are some topics you can ask Christopher about:

 

  • Lessons learned in building a brand-new stack
  • How yesterday's stack is changing with today's new world
  • Mapping technology to your business strategy
  • How to evaluate your current tech stack

 

 

9 Replies 9
walterw
Contributor

Nice job in your presentation Christopher. What is some advice for evaluating our current stack -- what should I be looking for?

0 Upvotes
Yeti_Chris
Member | Diamond Partner

Walter, welcome to the community.   I will post a checklist for you to use to evaluate your current stack early next week.  

 

There are a few key functions that your stack should accomplish as a starting point:

1) Are  all of your leads captured in a system regardless of the source.

2) Do you know all the interactions customers/prospects have with your organization?  Can you look that behavior up and report on it?

3) Fundamentally, do you know your relationship with every last contact in the database. 

4) Does every lead have an owner and a way to track their progress.

 

I have a lot more to share but wanted to get you started. 

 

 

0 Upvotes
kcooper2ndtime
Participant

Thanks for addressing that question on the differences between Enterprise and Mid-Market. In our situation we aren't actually seeing a huge difference in our sales cycle or complexity till the company is very very very large for employee count (thinking 10s of thousands of employees). 

What would you define as Enterprise for that increasing complexity? Is it Fortune X? Employee count over XXXX?

0 Upvotes
Yeti_Chris
Member | Diamond Partner

There are different levels of complexity that stem from both the size of the organization as well as the type of business they are in.

 

For us, Enterprise organizations that have professional buyers/requirements for updating your insurance usually are prevalent around the $250M revenue mark.  Especially for traditional industries like manufacturing and organizations selling goods.  For technology companies, we have found the complexity is sale process typically comes after a C round fo funding when there are more stake holders but that is more along the lines of requiring more bids prior to making decisions. 

 

 

0 Upvotes
LolaSH
Member

Thank you for the book recommendations - I was able to get the book you mentioned - Traction. Please post the other books when you recall them. Thanks again. 

Yeti_Chris
Member | Diamond Partner

Good to Great: Why Some Companies Make the Leap and Others Don't, Jim Collins

LeighAnne
Participant

Thanks for a great session!

Can you provide some use-case examples for using the new custome objects in HubSpot?

Also, does your organization run on EOS?

0 Upvotes
Yeti_Chris
Member | Diamond Partner

We use Traction as our EOS framework but have not implemented it fully across all of the functional areas of the business. yet. 

 

For custom objects, it is essentially a way to pass data into HubSpot that is not standard and group it together.  Then use that information to inform campaigns and activities.

 

Volunteer Organization - They have software that tracks volunteer interests and then recommends multiple upcoming events based on that interest.  With a custom object, they can pass all the recommended events into a HubSpot field.

 

Pharmacy Certification company - Pharmacies and all of the pharmacists need to be certified.  A company has a training software that tracks certification dates, cert numbers, codes, etc.  You can create a group of fields that as custom objects to pass this data into and then run a workflow to remind there organization and individuals to renew.

 

Have quite a few more but does this give you an idea of what they are and how they work?

0 Upvotes
Yeti_Chris
Member | Diamond Partner

We use Traction as our EOS framework but have not implemented it fully across all of the functional areas of the business. yet. 

 

For custom objects, it is essentially a way to pass data into HubSpot that is not standard and group it together.  Then use that information to inform campaigns and activities.

 

Volunteer Organization - They have software that tracks volunteer interests and then recommends multiple upcoming events based on that interest.  With a custom object, they can pass all the recommended events into a HubSpot field.

 

Pharmacy Certification company - Pharmacies and all of the pharmacists need to be certified.  A company has a training software that tracks certification dates, cert numbers, codes, etc.  You can create a group of fields that as custom objects to pass this data into and then run a workflow to remind there organization and individuals to renew.

 

Have quite a few more but does this give you an idea of what they are and how they work?

Reply
0 Upvotes
 
 
0 Upvotes