MarTech Talks #6

00:00 - 2:46 - Introduction
2:47 - 20:00 - CRM as the centerpiece of the business
20:01 - 31:24 - How to capture customers using multichannel logic
31:25 - 52:39 - How to avoid errors when implementing a CRM
52:40 - 59:00 - The importance of CRM for the financial area of ​​a company
59:01 - Artificial Intelligence and CRM

Start the Digital Transformation of your Business
1. Challenges in Implementing CRMs: Nuno Barata explains that, without adequate guidance, the implementation of a CRM tends to fail. He reinforces the importance of structured processes and specialized consultancy to avoid common mistakes, such as the lack of integration with other areas and the absence of a defined strategy.
2. The CRM as a Strategic Tool: In Nuno's company, the CRM is not just a commercial tool, but the “heart” that connects different departments, such as marketing, sales, and customer service, improving efficiency and helping to predict future performance. The predictive capability of the CRM is used to estimate the pipeline and adjust Metas based on historical data.
3. Automation and Lead Qualification: The use of automation and lead scoring helps to identify and prioritize business opportunities. Nuno explains how the company creates personalized emAIl sequences that help identify qualified leads, avoiding wasted resources on contacts with potential.
4. The Importance of Data and Integration: One of the critical points more highlighted is the need for data in CRM to be integrated with other platforms (such as ERP), ensuring a unified view. The company's traders access exclusively the CRM, eliminating duplication of efforts and centralizing all relevant information.
5. Benefits and Recommendations for SMEs: For SMEs, Nuno advises the gradual and guided implementation of CRMs, highlighting the importance of adaptation and alignment of expectations. He also emphasizes that changing processes and organizational culture are essential to the success of CRM, becoming a fundamental asset for decision making.
6. Leadership and Change Management: Top leadership must actively participate in the implementation of CRM, demonstrating its value and encouraging adoption. Without this commitment, resistance from teams is common, which could compromise the return on investment in the CRM.

00:00:00 What's the problem with CRMs? CRM even with an implementer but without more
00:00:25 no direction is a recipe for things to go wrong [Music] welcome to MarTech Talks, the Liminal podcast that brings you interviews with business leaders who are at the forefront of the digital transformation of Marketing and sales departments so that your business can also grow in this New Technological Era as a specialist in
00:00:52 MarTech Liminal has been able to improve the Marketing and sales results of several companies ensuring the conditions for business success in the new digital era with Liminal you will have access to experts who will analyze the design and implementation of Marketing and sales strategies and operations, all supported by technological systems tAI such as CRM automation and analytics [Music] marketing create your digital ecosystem
00:01:20 of business with [Music] Liminal companies Portuguese with CRM show profits twice as high as the rest but only 24% of PMs Portuguese make use of this technology These are some of the conclusions of a 2023 study this year by the University of Coimbra and delo for a conversation about the role of CRM in business strategy and in the day to day life of a CEO we have with us Nuno cheap welcome Nuno
00:01:52 Thank you very much, thank you Tiago for the invitation to be here, it's a pleasure to be with you, ah, Nuno finally has a background or an academic background in the area of economics, he's in finance, he's in businessSAS, he worked for 12 years in Finance as an auditor, business consultant, financial director, he also has a degree in marketing, digital marketing, he's in the process of completing his MBA at the War Week school in England, and he's been there since 2011 who exercises
00:02:22 duties as general director currently his time is divided between Barcelona and Porto he is general director of Numatic Internacional Lib so there is his h in his command There is a Portuguese market Spain Malta and Cyprus and therefore the pretext for a very interesting conversation about these topics because besides the n is not also an expert in these areas of from CRM eh n to majority of managers I would say I look at CRM as a tool purely
00:02:52 operational eh This is control of commercial activity anyway little more how can a CRM be a key piece in a business strategy for Innovation especially for the top management of any company man Eh let's see I see the CRM much more more than a commercial control tool in other words the CRM is what makes the company play like an orchestra therefore we see Business integration as a necessity and therefore it is both part
00:03:24 of sales, marketing, and customer service, everything must be perfectly aligned within CRM, including other parallel areas of the business, such as the financial, logistics, etc., all of this produces information and needs to receive information from the rest of the company, and therefore, as we do at nomatic, all employees are integrated into CRM in one way or another, there are some who obviously use it. more there are others
00:03:49 which use less but we don't just use it to control the commercial part, even when we have to make budgets, the place we start from is often the CRM and therefore we will have to see What are the contracts that we already have for the future?
00:04:12 gentleman called Aron Ross called predictable revenue and what we do is try to understand what is the minimum statistical work that we have to do in terms of commercial marketing to ensure a high percentage of achievement of our commercial objectives AI that obviously derive from the strategic growth objectives when we make a budget and therefore the CRM is a key piece to monitor online but not only what is happening
00:04:37 or what happened but also where are we going and therefore we see pipelines in depth is something is is is is is a task that we see every week we are always trying to understand what will be the end of the month the end of the quarter and the rest of the year without a doubt and it all starts Clear by an absolutely Clear and transversal decision about the company's objectives for namely revenue objectives is not yes yes with the drill Down for the activities of
00:05:05 sales but also for marting activities, I would say that it is also something that is critical to control, in addition to performance, in real time, the objective is also other merits. As you already said, conversion rates, the speed that determines that deals are completed from the moment a deal is created until the moment a new deal is closed, among other important kpis that are often not linked
00:05:34 on these platforms and linked to business and also linked to other data sources it is not yes and up to and until what we consider the statistical security of the business because I'm going to have a fantastic year I managed to close some contracts that I probably wasn't even foreseeing I managed to close so many contracts and so my turnover is telling me that I'm growing but then it also depends on the profile of the company i.e. us at Numatic
00:05:55 we have a large percentage of business that is not recurring. In other words, I sell a central vacuum cleaner or an industrial vacuum cleaner to a pharmaceutical company. I will not be able to sell another one in the next 10 years for the same application.
00:06:18 until I can close contracts and I'm having a Ramp Up in billing statistically if I don't have a pipeline I know that more ahead I'm going to have difficulty and therefore one of the reasons that we use a lot the CRM for Numatic it's almost as important to build a new pipeline than to close the pipeline is precisely Metar our pipeline level and obviously each company has its own conversion rates we assure despite having a
00:06:41 conversion rate greater than 50% we try to ensure that we never have less than three to four times the pipeline of the Objective we need at the moment we currently don't have that pipeline anyway since covid to be honest we have had difficulty building a pipeline but H is something that is always present because we know that if we don't build it we will be dependent, I won't say on luck but finally also a little bit of luck and
00:07:04 ability of the commercial team in the short term to be able to transform immediate pipeline into invoicing, that is, a conversion speed of almost 100% and high conversion rates. This is a very big effort on the commercial team and therefore the construction of a pipeline is essential because we know that there are entities that will not decide soon, it will take months to decide, we will lose pipeline because the competition exists and is here to win
00:07:28 business and therefore all this has to be put into a statistical equation for me to understand Ok to be able to have this pipeline then I have to do this marketing work and how do I know what the marketing work is also there are the conversion rates of the work we do in marketing there is 6% that is used to create new opportunities This is possible because there is a CRM we press the button and we have this information otherwise if this happens
00:07:50 if we couldn't have such an agile way of accessing information we would be lost day to day trying to do the best we could, it is undoubtedly not preciSAS of the CRM as at the heart of the truth of all this truth that you just said but preciSAS on the one hand also of operations Marketing and sales operations of Marketing and sales approaches and also of automation how are these Two Worlds or in this case these
00:08:18 Three Worlds combine with each other, so when we have to arrive, for example, in the datic case, we are a broad player, that is, we don't have a cAI, we remain, we sell products for veterinarians, no, we sell professional cleaning products, and basically every company that exists needs cleaning, and therefore our spectrum of potential customers is very large, of course, we can divide them into customers preferenceAI for the recurrence we
00:08:47 we work with distributors we work with appliance stores we have preferred entities like Supermarkets cleaning companies etc but then we have all the rest of the economic decision the factories the schools the Universities that also need to clean and they can clean by outsourcing because they hire a company or they can clean because there are people who do this service it is perfectly unrealistic and there is no way
00:09:13 to be cost effective nowadays, place a commercial to knock on the doors of all the schools, all the Universities, all the factories to sell cleaning equipment for two reasons, firstly because it is a highly competitive sector and it is very widespread, it is a mature sector and therefore the probability that in 100 times when we knock on the door we will sell one or two machines is it is real so I am not going to sell it, it is not like in the 70s in the years 80 that we knocked on doors to
00:09:38 sell the equIPAMento professional cleaning professional and almost no one had it and therefore this was Fantastic it was an expanding market so for this we have to rely on digitAI measurements are automated with logic in other words we don't do Here will a broad e-mAIl that is the same for everyone no We create automatic sequences of e-mAIls that work on a logic of problem resolution so we don't work for CAI, that is, I don't do an e-mAIl
00:10:03 dedicated to ceramics what I know is that ceramics have a problem with Fine dust that Wood also has that those who work in G also have and therefore we created an e-mAIl a model of sequence of e-mAIls that solves a certain problem and this problem will solve I don't know how many CAI and therefore and so we have a structure of 15 different models that we will varying according to the months in which in essence What is this What is the objective of this
00:10:28 automation we are not going to sell anything with automation and we know this the objective of this automation is to pass what we call the maximum troll which is there is a minimum of interactions that will score the so-called Lead scoring which tells us there is a Lead here but we do not contact that entity and there is a maximum score that we say this L is qualified and when we say it is qualified it is not qualified to receive a visit from a salesperson it is qualified from the point
00:10:54 from the point of view of statistical interest, that is, there were enough interactions that seem to make us believe that this entity is wanting to interact with our content and here comes the problem vilis here a parenthesis which is automation is fantastic But if we don't have content in automation and therefore the problem that I think the Portuguese PMs SAS have is that we all understand our business well but it's in our head if I say OK here is a product line
00:11:20 that you sell I need to create here five e-mAIls that explain sequentially and give added value to those who used them for different for different entities H how do you translate what you have in your head in pdfs in videos into something that the customer or potential customer can digest and would be touched in relation to that and in that iteration make that score like that score
00:11:48 it turns out we have someone who is an SDR who will basically already studies this target better will see the LinkedIn will see the company will trying to create a relationship here for a jbm strategy will In other words, the whole previous process served to say about 30,000 contacts that I made for this strategy What are the 80 or 70 contacts that I will focus on to try to do a refined job more that is based on statistical interest And then, when
00:12:16 we are in touch, there is no news that people have already received e-mAIls from us. In other words, it is no longer that Cold calling, right, that I am calling and that no one has the slightest idea who Matic is, not here, they have already received an e-mAIl, they have already interacted and therefore We already go with this basic structure, which means that we sell not very far from that, so this person's role is to try to get to know the company better and try to understand if there is a qualification than us we call the bund
00:12:40 so if there is a Budget if there is an authority if there is a need and that the timing is now and if this check for four items coincides then yes we open an opportunity for a commercial in the area and that commercial already will makes an appointment with the contact wanting to receive it because otherwise that's what happens in many Portuguese PMsSAS we have commercials traveling to spend diesel spending hours spending diesel everything else and knocking on doors
00:13:08 saying thank you we are not interested thank you we don't need man it's not cost effective Without a doubt it would be totally impossible for us to do this without a doubt very much what you just wrote is our day AIa na linel It's exactly this work we do with clients h and I would say in relation to This study taking the study from the University of Coimbra is profits twice as high as the companies that have CRM it's not just because
00:13:34 having CRM is because all this work of surveying, analyzing, designing and optimizing processes front office and back office processes happened processes exactly like the ones here describing this scoring a Band and finally all of this Of course, this is not essential because sometimes people, in the end, software does their job, be it Ups Spot dnamic or Sales Force, which is implementing a CRM and increasing turnover by 40%, this is Fantastic but I
00:14:03 I just had a New Instance today and tomorrow I'm earning 40% more it wasn't good it wasn't but there obviously doesn't have to be very deep work at a commercial level at a commercial process level marketing process how the company works everything has to be planned and sometimes This is more complicated because sometimes we ask a Portuguese SME a question as simple as this which is when You receive a liad on your website what
00:14:25 is what you do and if we ask four different people from the company they give four different answers man this can't happen if the person says eh so but how long does it take to respond to a Lead and we have companies that say they respond at the end of a week this can't happen so that means the the the Marginal degree of decrease in interest do the time that passes in a Lead we are not talking about days we are talking about hours and therefore
00:14:49 we at neumatic when we have inbound our SDR has or instructions to respond in 10 minutes we have 10 minutes of target for response because we know that as we are in a very mature market the person can now even be on our website sees a machine and gets excited sees a video now that the call The interest is current And if we respond now maybe even the price encAIxa in their budget they like the service we immediately schedule a demonstration and
00:15:15 we are already ahead of the competition What does ISO mean? have a 55 cm fAIxa and I think it's spectacular when a school tells us this, we
00:15:39 we say the school doesn't have statistics there is nothing so we are already behind the competition there was already someone who went there and did a study of the space and said You need 55 cm x m/h and a range of so much they get honest information and say What's the price and so we are already behind the competition and sometimes we are behind the competition and this company had contacted us first Oh yeah but it took us a week to respond wasn't there the result and
00:16:05 so, this type of coiSAS may seem like they are smaller coiSAS but this is what business is based on, which is what is the accounting of the hidden profits of the lites that I have never answered in my life and what is the conversion that this could have turned into a business and therefore sometimes answers as simple as this are not so clear in a company other than going for complicated more answers In other words, I want to take machines or want to do other thingsiSAS
00:16:29 one sends an e-mAIl the other takes the machine the other will orgas iPad man all this has to be perfectly defined and the company has to work with the same procedures and that is the hard part of implementing a CRM that implementing a CRM forces us to stop and say let me analyze how my company works and sometimes the result of this analysis is difficult for Management to face don't like what SAI from this analysis and notice
00:16:56 I think this means it doesn't have to be here, it doesn't have to be here, it's shameful, it means we realize that Portuguese managers often start a company with a lack of resources and it's just a matter of will and let's go and we can't get everywhere, today at nomatic we do good things that a few years ago we did badly, today we do bad things that I hope to do well, so this is an evolutionary process. we are improving and the CRM The good thing is
00:17:20 there is something that can be parameterized to help us on this path the CRM that is implemented is not the CRM that is finished so it is perfectly evolutionary now there is the capacity to stop and be able to do this analysis and when this capacity does not exist that is when the company SAS wants Liminal has to come because sometimes it is not because They go there to see Liminal many times will and not will explain the business to the company the company knows the business does not have the ability to
00:17:46 stop because your business is exploding or developing and you need to be focused on that and other times you have difficulty synthesizing that I know my business but I don't really know how to think about it in terms of an RM tool and that's why consultancy exists and and that's why consultancy is necessary mAIor er is deciding to go for a CRM implementation without consultancy so we don't know very well what we are doing or we will quickly have something
00:18:11 implemented that we'll say later and man but this doesn't have to answer the commercialAI complain this wasn't exactly what I had initially thought of in fact I had the opportunity to say a while ago I'm now doing a thesis in the area of CRM which is why most CRM implementations fAIl so why do mAIor part of the implementations end up failing in some way when I mean failure isn't Ah we don't use serm but we had a value proposition
00:18:35 initial which is not long and therefore in some way we failed There was something here that was left to what was the initial expectation that for me is failure So the survey of this leads to this type of conclusions So the CRM is very important but as you said well it is not installing and we invoice 40% more nothing like that in fact I dare say otherwise we install and the first thing we have is a large invoice to the head of the
00:19:01 implementer and licensing this is already here now we have to know how to turn around and seek value from CRM to compensate for this, without a doubt in addition to the total cost of ownership over time which as we will already talk about but the objective is never to actually implement CRM or automation or any other category of martec and in this specific case the objective should always be to implement CRM and be able to reach those processes that are
00:19:27 repeatable scalable which is what you have been describing and how you have been doing it in your business H being aware that we are managing systems is not just technology in itself a tool is a system and by definition a system is something Alive is constantly changing what is perfect today, tomorrow has to change and adapt, no doubt you spoke in And you gave an example of this entire cascade of effects from
00:19:54 from the channel e-mAIl customer capture marketing how can this happen but my question is how is all this done in a logic at least multichannel beyond e-mAIl marketing how does Social Social media ads H organic traffic and capturing organic traffic for our website at least in this digital dynamic works um to see eh CR is something that is good or mAIor part of the CRMs is what allows the
00:20:23 installation of peripherals I would say that any peripheral or a CR m is just the instrumentation of a strategy and therefore the first thing there has to be is a strategy. I even have a process. If I'm a company and I don't do inbound capitation, it's not because I implement a CRM or an inbound marketing program that I'm going to have inbound. I first have to do a digital transformation to create an inbound strategy and that implies several
00:20:47 coiSAS if I'm going to work with SEO Ok let me do a deep study for example we at nomatic have 57 landing pages that are created and exist to work on specific keywords that we want and basically with people when they search for these keywords go to this one go to these landing pages the objective dthese landing pages is creating the aess so it's not selling it's getting an e-mAIl so we can then get it
00:21:13 working on automation next what is the big problem that I sometimes see is we are going to implement appspot here because upsot is very good for registering inbound I don't know what OK but the path is designed we know What are the relevant keywords a study was carried out on SEO to understand this a study was carried out What are the words that we are going to pay I can say that Eva is the one who we have in Marketing done a lot of study
00:21:37 in depth in Portuguese and Spanish in all our sectors and we know the keywords must be used in the category of the website, that is, product categories, the keywords must be paid, the keywords can be worked on in a blog, for example, I don't know if you have any idea, but in terms of vacuum cleaners, this won't bring anything new, but if I asked you, what do you think is the keyword about vacuum cleaners?
00:22:04 more searched in Portugal What would you say promotions cheap vacuum cleaners This is the keyword that has more search in Portugal Let's see first Numatic is not positioned at that level our vacuum cleaners are medium high but last 20 years and therefore what is a cheap or expensive vacuum cleaner is a question of value and perception of value but eventually I am interested in whether there is a lot of research and if there are people who
00:22:28 they are leaving although I sAIba that the target that is looking for this may not value a Numatic product unless I can convince them of the value and that's why automation exists Ok, but I'm interested in somehow reaching that audience knowing that most of them I won't qualify because of the price OK but now how am I going to work with the cheap asadores and man I can pay yes but I can also write an article on the blog saying why not
00:22:52 It always pays to buy the cheap spurs and therefore it starts to work the key in a negative way so it starts to explain why that is no no no it is not a correct keyword but then there are people who are looking for liquid vacuum cleaners with and without a paddle we work one in the category which is correctly written Portuguese But I can pay for the other one to get access to that keyword but this can only be done
00:23:17 as you can only do with work, so we have a partnership with Nil Patel's company Uhum And we have unlimited Uber suggest that we have a Lifetime and with it and what we do is very simple is we review it occasionally What are the words and the ranking of words for the main product sections and for each word we have a written document that says This word is for this and the strategy is this is a strategy of yours is a
00:23:44 blog strategy or is it a pid advertising strategy and therefore this segmentation is crucial so that we can then define the rest of the way and notice Still I didn't start talking about CRM Still I didn't start talking about the marketing automation program Still I'm just saying what is important for my activity and this is the work that is missing there are entities that acquire CRMs and how software houses do their job well they say, look, install it here now
00:24:11 Ups Spot or pard or I don't know what Why is this willhe doing marketing automation This is cool and we're already here to get some cool licensing, it's Fantastic Ok we've already signed for a year or I'll forgive we already have the material and the strategy where is it what do I do now with these programs it's not how do I design the funnel if I don't even know what a funnel is and so the advice I give is whoever is in a transformation process
00:24:36 digital don't go for a digital transformation process without talking to a Liminal without talking to a company that understands the context and that will has to understand what the company is quAI are the main products or services and how this can transform into a digital strategy then operationalize this a machine that automates that does automation but if
00:25:01 this strategy does not exist if the content does not exist we are running the risk of paying licensing fees and having blood costs that will not be recovered And this is what a lot of people don't realize at the moment when I decide I'm going to implement a CRM it's not just I'm going to implement a CRM Ok this could even be counterproductive if everything else isn't done o o Oh and then worse Still sorry for interrupting me worse Still which is what I often do not RM
00:25:28 it's useless look This is fantastic CRM is useless we implement it we spend money look sales team doesn't even want to see it marting says it doesn't do anything it's normal the CRM is Imagine this is how you buy a cAIxa in toos you buy a warehouse in rubbish and you get there and have the walls have the door go in and it's an empty warehouse there's no racks they can't work and they say this The warehouse is useless, I can't work here because it lacks
00:25:54 warehouse strategy Where are the racs where is the service how are we going to serve how are we going to buy how are we going to transport goods There has to be a strategy because a warehouse works that is the same true, it was precisely to hear exactly that expression over and over again while I had responsibilities in companies software integrators for example and h and software House including Tiago we thought that CRM
00:26:18 did everything, sold for us, took coffees And Still took us for a walk for free and after all this is a bit more than a subsidized diary of contacts and eh tracking of commercial activity eh and it was precisely after hearing this several times that H I realized that there was an opportunity for a company like Liminal eh because this type of systems cannot be sold by computer experts and bought by
00:26:43 IT professionals cannot, whoever drives these ultra-powerful Formula 1 vehicles has to be in the middle of the negotiation and has to ensure that a Formula 1 world championship is actually won and not just creating an extraordinary Ferrari to win a race cannot be, we have to think in the medium and long term, that's right and deep down they are examples too, what you just said, Nuno, about how to bring about how to do ours.
00:27:11 our organization is in fact H customer centric, customer-centric, otherwise CRM It starts there, customer relationship Management, and therefore these are not just ways of optimizing Marketing and sales operations and increasing the effectiveness of our results at the end of the day, they are also ways and above all, and perhaps we should start here, to turn our organization towards the customer, to understand What their journey is, what they want at each stage and how
00:27:42 we can provide the best service being close more and having a superior relationship to the competition regardless of whether there is a transaction or not and before before during and after the transaction this entire journey has to be covered and And above all also not depositing I think I don't deposit all the hopes to generate my business in the marketing automation tool because that's how the first thing I have to understand is how my business works
00:28:05 Let's see the cleaning companies are a fundamental client for us a cleaning company the best way to atrAIr a cleaning company can cost but it's offline I can send a series of e-mAIls to create the wn it's ok but it doesn't replace nor will it ever be better than me making a practical presentation of the products invite them to see visit our showroom a H make a presentation to the operational department of
00:28:30 supervisors and explain this machine this What do they do with this vacuum cleaner? Leave vacuum cleaners on display so they can try it so they can understand the quality of the products. This is how you work as a cleaning company. I can do the automations I want. They will never be as interesting as this specific job.
00:28:52 it would increase in value but the investment of me doing this versus a non-recurring purchase is not cost effective but a cleaning company would buy me If I manage to enter and bet on some references because I will never sell everything I will sell references that they think are distinctive compared to our competition and they will prefer those references but if I manage to enter they always have contracts to win and I will sell recurrently
00:29:19 So this investment makes sense, so Ah, but marketing automation doesn't help us detect cleaning companies. It helps, it's the best way we have to enter a cleaning company.
00:29:43 important factor continues to be the essential drive to be able to create this fundraising we are not now going to say OK, all human interaction is over, we replaced it, so of course digital can help, I don't know, with Covid we changed some procedures, for example, when we had new products we would always show them in person, now we do a webinar where people come together and we show the new products but if
00:30:05 someone is interested in a specific product or another and wants a demonstration AI we won't send e-mAIls demonstrations we go there and do the demonstration Of course, therefore, it is necessary to distinguish both situations clearly What does it make sense to do digitally What does it make sense to do in person, you said it later, people also say, I'm just sorry CL if the face-to-face or the essential factor and we try to sell it digitally Oh this
00:30:30 it doesn't work I'm sending a series of e-mAIls and man and the response rate is minimal if the expectation of a cleaning company is that the company Introduces itself and goes to show products can only be minimal It all starts with knowing our client who exactly each client is you spoke a moment ago about the problem of sunk costs and and and and is and is a drama I would say that often every month or almost every week I get reports of acts of and Tiago we did
00:30:59 this investment is already in the order of thousands, tens of thousands, sometimes more, of euros in these technologies, this is not going up or down, anyway, and, and, and We are here every year putting Still more investment and we can't even see the return on it, and again, the software caSAS are great at selling these technologies, Portugal is greenfield, 24% of empreSAS only according to that study is it in CRM
00:31:27 so there is a very large margin here for optimizing the Portuguese business fabric and a very big opportunity, very big but at the same time a very big risk of these companies SAS that Still don't have CRM falling into the same mistakes that led to so many of these cases having in CRM more a sunk cost we've already talked about ways to mitigate this and It all starts with the strategy and It all starts with designing the process and understanding hh and taking time
00:31:56 to understand how as you already said and in what other ways what other warnings should you want to send to the directors and managers of companies in Portugal to avoid this risk, especially since now sorry, the values ​​of a license can literally go from zero to €300 per user or more if we add to this forms of automation costing that are not exactly per user suddenly
00:32:27 we can have a very large monthly sum and for us not to be getting a return on that Yes let's see there are several there are several reasons for not getting a return I think the main one was that we have already said that we are not preparing for an implementation process and when I say preparing is having it perfectly Clear What are the processes that we have how do they work how does will how does will work customer service how does it work
00:32:51 how does will work in marketing how does will work in sales we manage pipeline We don't manage pipeline worse Still which is sometimes the company itself doesn't have healthy procedures from a commercial point of view In other words, the number of times I see companies for example that either don't have the procedure for meeting the commercial team Or if TM the procedure brings together the commercial team they meet for Wrong reasons that's we're gathering
00:33:16 to get to know the business, because there isn't an organized way for someone to consult the business and the power that these meetings are to convert, that is, for example, we hold meetings, every Monday, commercial pantor, I meet with the commercial team on Mondays, and they are usually 10 15 minutes each, and the objective of these meetings is not to get to know the business, the commercial director already knows the business, because they are
00:33:42 documented in CRM he will to see the objective is to increase the conversion rate is to say why I can't close this tomorrow Oh no because will decide I don't know what but will decide why In other words, what what can I do today what decision can I make today that will improve the probability of closing this deal this week This is thought of as a commercial team is being helped by the commercial director lately by me Eh if I
00:34:06 I have to intervene if it is a business of mAIor value if there is another type of variable that requires my presence But the point is we are not in 5 6 hour meetings in which the commercial AI are debiting What are the opportunities to explain the whole story and this is the source of learning for the commercial director man everyone realizes that at the end of 1 hour 1 hour and a half of meeting attention is no longer the same We are all tired now
00:34:32 comerciAI one is telling the story of the business the other is on the phone doing I don't know what these meetings are highly unproductive they don't generate conversion because we exhaust our mind to understand and we don't use our mind to make decisions and I see this happen every day in Portugal and therefore Still before we talk about CRM let's talk about having a commercial department that works the way OK, let's talk about good habits
00:34:59 comerciAI about how to organize a commercial team how to organize a commercial meeting and now we bring CRM to be the factor that originates something that I really like to say which is no commercial or marketing information has to be mAIor away from pressing a button and in 3 seconds you have that information if I can't get it it's because I didn't foresee the process I didn't create the fields or fields are there
00:35:23 but they are not being populated, they all have different problems Okay, so this is essential for me, I think, I think, I think, if this is not thought of beforehand, it comes to CRM and we say, oh, we invested. Here we are unhappy with this, I don't know what. RP And then I have here
00:35:52 completely separate views, the commercial AI are here doing some activities at CRM, but in power Bi they go to see the invoicing and then the orders are put in the RP and then the commercial director holds the meeting with them with Excel and therefore This is All Over the place so the information is completely disaggregated and the subliminal message that we are sending to the commercial AI is not CRM It's so important ya man when we meet with
00:36:19 the comerciAI the dashboards we use are from CRM the reports we use are from CRM the predicted pipeline review is with the CRM saying differently our comerciAI breathe they sleep they live within the CRM They don't have Excel they don't we have Primavera which is our PR The comerciAI don't even have spring licenses They do not have access to spring the only person who has access to spring is the commercial director for other reasons it has to do
00:36:45 with profitability analysis margin analysis which is the objective of a PR management control Okay but everything that is commercial the commercial ones live inside the CRM There is nothing outside the CRM in fact I sometimes joke when one or the other is sick and we say we have to stop we put a freeze on the license and They can't see it and this looks like a bunch of junk if queer they call the commercial director and say I can't get into the CRM man but calm down now A
00:37:11 idea is today it doesn't work but I don't have anything outside of CRM I can't get customers to call I don't know how to respond to anything because everything is actually within the system this is linked to two words that are very important perhaps from the important more which is organizational behavior which is very important for anyone who wants to implement a CRM to think that the implementation of a CRM is not an everyday IT topic and well this is not to be regulated by
00:37:37 IT teams This is Management which has to be the great precursor to saying let's implement this and when I say Management I mean Management so I say general director I say manager I say administrator which obviously depending on the size of the company I can accept that it is the person who is not present at all the meetings but there has to be someone who is now this also cannot be like I have seen in some companies that the commercial director
00:37:59 says man, that's it, so let's get together here, let's implement a new tool. This is super important, CRM, I don't know what. So you have to put in the activities, don't forget, today it's these Consultants, let's learn, uh, and you get to the first meeting and he says, man, I'm full of proposals, I can't go to the meeting, and so the subliminal message that the commercial director is sending to the team is this isn't so important uhum This is the message they receive
00:38:21 Of course he'll then hold a meeting and will say I've already told you that this is important you have to work on this, man But I don't even know how to work I love those companies that sometimes ask for my help and then I'm Still in the process of a call to understand what the company is and the commercial director says and man Look, I'm what I'm less than CRM Okay, we're already off to a bad start, we're already off to a bad start because it's the opposite, I
00:38:42 I want to hear the commercial voice say I'm the one who knows more of CRM in this house um I'm the one who knows more than any member of my team I was the precursor to bringing this to be implemented man when this doesn't happen we're starting badly or when we now go up a little level when the leadership itself which is another fundamental word in these processes I'm the administrator and I say let's implement CRM but I'm not going to any meeting to
00:39:06 message that I'm sending to everyone in the company is that I'm an administrator, I spend my time on important things, the CRM is not part of important things, SAS, and people forget that they are not machines that implement machines. Let's see, I was always the person who wanted to implement the CRM both in projects prior to anati and in
00:39:31 project I'm in at anati at anati we've already done two implementations we did one in Portugal we did one in Spain I was the one who led the process I didn't miss a meeting with the implementers right and obviously I have a commercial director who is João I have Xavier Cavalheiro in Spain who also had nthese meetings they also change the system they know how to work but I had it there and the message I tell people is anything you have for
00:39:54 because you're busy I stop doing mine because you want to be here This is very important because in the final analysis this is the survival of the company we'll talk about the rest later that there are important clients and there's a proposal that has to be delivered that's all true but that's part of a mAIor system which is our organization and our organization is within a CRM and therefore if leadership and behavior
00:40:18 organizational are not there is another problem for the blood costs What do you say is we implemented this this doesn't work the comerciAI say this is for me to control them that they don't want they don't want they don't want to work on this I don't know what then there are also small details which is I'm going to implement a CRM and man but I'm not available to pay the food to come here and do a study of the company that we know so what is the food coming to us
00:40:40 teach this we know what commercial process we are afraid of now I need you to explain to me my ready commercial process We are already starting to have a problem that I am going to make an investment of tens of thousands of euros and as I am not the best person perhaps to think about this in terms of technology and business because it takes both I know how to think about the business but I don't know how to think about converting this business into technology that is what a Liminal is for so no
00:41:02 no but I have to save money so I'm not going here to do that then the implementer came and that's who we are now there to see I don't understand I'm going to pay Liminal and I'm going to pay an implementer to create me Fields and I don't know what I don't pay just one So I'm just going to the implementer Ok That's what a lot of people decide But what's the problem with mAIor part of the implementers in the business growing at rates exponentiAI at this moment Has
00:41:24 huge difficulties in attracting talent and therefore what happens is that mAIor some of the implementers carry out the project very, very carefully because they don't have the hours. This needs to be done quickly and it is necessary to try to do it well. The implementers don't have time to carry out a Change Management process or to carry out a digital transformation process. The implementers will come in, they will see how the company works and they will put this into CRM
00:41:48 Fantastic and if the company doesn't work in the best way ya This is the question Ok and often Management can't understand this and therefore I want to save or on the consultant I want to save on the implementer and man but I'm going to pay €50,000 in licenses cool And in 2 years I paid €100,000 and I'm completely tired I'm completely exhausted because my team tells me this is useless ok or else Still situations more
00:42:12 interesting that I made all this investment, I even paid the implementer, I paid eLiminal and then I give cell phones with 1 gig and that the sell fors application doesn't run like man because I can't afford the technology that all the iPhones now want.
00:42:34 activities this story about I take a notezz so how much more were there six meetings What did you say in the meetings so I only believe in activities in which the commercial sAI of the meeting takes the cell phone and documents it takes a minute and man but I'm administrative or I'm commercial it doesn't take a minute it's a Habit problem it's not a problem that this needs to be demystified and here's where the problem also came from, which is often the Management or the director
00:43:04 sales person has to do this coaching, he has to go out to the street and say look, we're leaving the meeting now, okay, let's doc, comment, go into the document for a minute, look, this isn't a problem, because we all know that sometimes a 2-hour meeting where we talk about football, politics, anyway, we're Latinos and we like to create a whole context around it and then go to business, right? That's how we all work, eh,
00:43:27 2 hour meeting sometimes comes down to three lines that take 2 minutes that's what was decided What are the next spaces you need to put this there this takes 2 minutes to write on a cell phone so it's not a problem of I don't have time it's not a problem of time it's a problem of Habit it's as simple as that ok so these variables all together can endanger the installation of a CRM and therefore it's a lot training required
00:43:51 coaching man, I always say this, in a funny way, when someone tells me I'm going to implement CRM, what can I expect from people and I always say my experience tells me that you can wait for the three phases and it's the phase in which the person pays to see because you're a manager and I'm sure you've already had ideas and have ideas that you've never implemented, you talked to the team Let's do this, I don't know, but then you
00:44:13 I was busy That's not that important or something else important more came up and we didn't implement it and therefore the team is already used to it and mind you this happens to me too the team is already used to it coming in 10 ideas and there are two that are implemented so there is that first phase where let's pay to see um and then when they start to see Liminal coming through the inside door the implementers enter through the inside door they start to
00:44:34 be called to meetings Let's do a project they say so, well it seems that after all This is will really moving forward so the pay-to-see phase has already passed, next comes the phase of Passive Resistance which is I'm not even saying no F yes, no I'm 100% available and man but I'm full of proposals I'm full of meetings I can't get to the CRM blah blah blah and therefore it's the so-called resistance to change which I don't do actively because If not I don't have it
00:44:59 administrator above saying what is the part that you don't understand that this has to be done so we are all always available but months go by and things don't move forward This is passive resistance and finally when people have realized why this is one there is something here that I think is very important for the leadership of these projects to ensure a CRM is not for Management a CRM is not for me to have a huge dashboard full of screens This is the
00:45:23 Big Brother about the company not the commercial anyone who works at CRM has to feel an advantage in working at CRM and we have to have the ability to say look although I Manager will have more information that helps me manage but ultimately helps me help you sell you also remember when you wanted information about campaigns and clients that you haven't contacted in X days I don't know that PR doesn't give you that
00:45:48 information or did you have to ask for it Look, send me the invoices that I sold from this client to see the products what he buys more I don't know what OK you can even have a report on what happened, it's true but how do you relate these reports to activities how do you relate these reports to marketing campaigns in PR you don't relate but look here at CRM I would like a report here if you have to activate sales and say
00:46:08 Look, I'm now going to have a marketing campaign about this product that is similar to the one we did last year. What were the customers who reacted best to that campaign and now from those customers What are those that I haven't contacted in months. the coiSAS to make will you take your time
00:46:27 three or four days of sending you information and then you have to try to remember who I contacted ah let me check the e-mAIls the last contacts you lost how much time days now you lose 3 seconds have you seen how good it is for you These are some examples but there are many others that can be given Ok look what pipeline you have to have and man I don't know So look, click here on this question 3 seconds you convert 65% of your opportunities You have
00:46:50 that having a pipeline 2 having a shovel so this is easy to explain to you, right And they start to realize shovel I actually work better with this and when this happens when this click then we move to the third phase there is no longer passive resistance there is the habit which is me Still I'm not used to being called on the phone now I go into the application and Register they started it or I received an e-mAIl this is another one that is e-mAIls man, I only believe in e-mAIls
00:47:16 registered if there is a plugin on the side of Ups spot do do do do do sal Force whatever for me to say This e-mAIl concerns this opportunity synchronizes because otherwise who would think who would believe that a commercial with the amount of e-mAIls it sends and receives will make copy opens the CRM new activity paste man that doesn't exist that doesn't exist and therefore Oh but me I'm already paying so much for licenses now I'm going to pay more €15 per month for a one license
00:47:44 plugin having commercial activities is not one of the important things so this is where we are going to save uhum in other words we are already limiting our CRM why Because we made the big investment but there is a plugin here that is essential and I don't want to spend money everything I'm telling you are things I use daily Ok and so what's the problem of the CRMs the problem with the CRMs is that they can fail due to repairs, we have already spoken here four or five about the SAS
00:48:09 more and therefore they can fail at many points If people are not guided by someone who has already implemented, who has already seen failures, who has already seen problems, the probability of things going wrong is enormous and therefore I think I can almost say this, which is going for an implementation of a CRM even with an implementer but without more, no direction is a recipe for things to go wrong unless that person has already implemented past projects and already
00:48:36 have the knowledge there, that's fine, but if it's the first time you're hearing about CRM, if it's the first time you've implemented it, hiring the implementer and not doing anything is a recipe for things to go wrong, without a doubt, and the conversation doesn't become strategic than this, because we're talking about Change Management, changing organizational culture, creating the right incentives, giving training, giving the time and of and and of taking the
00:49:02 people doing the right thing with the right system h and ha and there is and there is companies where this doesn't even work Tiago Imagine, my life is not being a consultant and therefore I help the company from time to time SAS when I see what I call Red flags in the leadership team, I immediately put it away because I mean, let's imagine whoever works in a CRM has to be available for there to be transparency in the company If I form a team, let's see what happens when it happens
00:49:30 comerciAI meetings are all present and there is a reason for this to happen because each salesperson is presenting their perspective and no one likes to fail in front of their colleagues and even though nowadays there are already some things that deserve repairs and attention, when we have to say serious things in terms of correcting deviant behavior we do not do it in one to one meetings. we do it in the pipeline meeting Ok but if someone
00:49:55 you have work to do and you show up at the next pipeline meeting and you don't do it you are exposing yourself in front of the whole company at a commercial level no one likes to do this There is a reason why these meetings are not one to one these meetings are at a Global level because psychologically they work better people have better results if they help plus they learn from other people's mistakes because we are correcting the mistakes and therefore the other one who is not
00:50:19 did you see what you can't do so there is a sharing of knowledge here but this requires what it requires that traders listen to each other's proposals it requires that the company's pipeline is designed and it is known how much the company earns when I am having lunch with a client who tells me I want to implement a CRM because I want my traders to meet commercial objectives I say then start holding weekly meetingsAI to follow the pipeline
00:50:42 I don't know what, but with everyone at the same time, of course, everyone at the same time sharing the results, they will know how much they invoice each other and how much they invoice the company doesn't want to know, so they don't ask for money. This is the type of client where I don't want to be present. P on CRM and I eat
00:51:03 I don't make a living from this and I'm not a consultant for this I have someone P there at CRM because VAI doesn't work I have people who sometimes say but you Still don't even implement Still is already telling me that VAI won't work I say no VAI will work so thanks and they say this guy is crazy I'm going to implement it and after two years it hasn't worked and I say so it's okay correr bem o CRM não sei quê ó os comerciAI isto não resulta não sei quê e eu só digo eu avisei eu não avisei
00:51:27 and I make that mischievous smile, you know, hey, I warned you, I didn't warn you, I could have saved money, man, why? Because I've seen this fail. In reality, I've seen many cases where because of the SAS like this, I don't want to have transparency in the way I work. coiSAS that if these redflex appear mine
00:51:57 function and the function of a Liminal is to say this is what is going to appear if you don't solve this we are going to have a problem and this company has to trust those who already know it and man But that means changing the way I work um So maybe I have to change the way you work now whether you have a successful project or not this is the question if you continue to work the way you work not will to have a successful project is it is very difficult for PMs
00:52:22 englishSAS sometimes and being able to implement these basic principles that ultimately make for a good transformation It's true that the role of top leadership in this process of cultural transformation is absolutely decisive, excellent examples, these thinking about issues in the forum, and just like this one in the strategic forum, and appealing here to your financial cradle, Nuno, we have finally assisted each time
00:52:53 more recently to methods of valuing companies H that in addition to the classic methods that Finance takes into account factors linked to customer eting This is how much it costs us to acquire a customer What is the abandonment rate How many are the ch rate How many are they who flee to the competition H What is the customer Lifetime value Ultimately all this data that Resides where in the CRM we know that they exist and how to measure them time because they are there ah
00:53:27 in what way do you think that a CRM platform is important, of course for the general director that we have already talked about and as there are several fantastic examples but also for the financial area of a company Look, I can say one thing that is Still before that Still before that eh I know cases of reAI of platforms that were created and are fantastic ideas and that need to be circulated for themselves, right? And that the Vent capitalists in San Francisco
00:54:03 many of them already ask a basic question, do you have CRM, um, if you don't have CRM, don't invest my money, period, and so just so we understand, we don't even talk about valuing the company, let's get to that topic, we've already said that if you don't have an implementable CRM, I won't invest my capital, it's already a Capital selection factor OK, then, OK, Ok, there's CRM, so obviously having CRM What is it? this allows a venture capitalist to put in his money and wants to see a return, it allows him
00:54:31 have it in a very quick way As you said and very certain country cap in different phases of the business to be calculated automatically but I myself can have my license with my dashboard and my dashboard is not even a commercial one my dashboard is an investor's financial dashboard that what CRM himself is giving answers that tell me my money is being well invested or my money is not being well invested and I don't want dedicated
00:54:55 this is because no one is producing information and man, we all know, although obviously the practices of bad accounting, I would say, we will never say that they will be abandoned because we are always seeing new cases, but I would say, we tend to move towards a tight more more regulated world in which it is difficult for things to be done as we want, but before the investor, if I present him with an Excel sheet and man, that's what I would say
00:55:20 that has a degree of trust and I'm not saying that it's wrong they can be spectacular people that that is to the cent and There are no lies here there is nothing here but we know that accounting is a gray area Sometimes accounting depending on the accounting criteria we use to recognize income costs etc accounting can have here Let's say a range of action the good thing about a CRM is that it is in your face I have my dashboard
00:55:45 and it is being fed to the minute by everything that is happening in the company and better Still before the information is worked on by someone I am I am watching Raw material the raw material is appearing to me as it is being created and therefore Excuse the expression as the Americans say There is no BS here There is no BS here is what it is and therefore the valuation of a company I would say firstly for me to put money in and feel the confidence o CRM is a factor
00:56:15 already decisive in many venter capitalist and then obviously what happens the CRM we have already seen that it can be a source of problems but when it is well implemented it is a source of solutions and the CRM why people will sell more people will sell more because people have access to information in a timely more way and can make decisions almost online Ok me for the day 3 Day 5 I am holding commercial meetings with a degree of
00:56:41 predictability of what I'm going to end the month with, which is generally not more than 10% error, this already gives me a lot of security, I can know, I'm in October, how I'm going to end the year, I already have a very clear idea of how I'm going to end the year, but what's funny is that in March, I already had a good idea of this quarter of the following quarter, why Because CRM has this information there and therefore how can I have myself and the whole company can have
00:57:06 timely information more it is only natural that the company works better in an efficient more way if it works in an efficient more way the company will sells more will works better and therefore At the Limit will value more I have never seen any study but I would like to see metrics related to this one. the equity value of a company and after implementing CRM and after two years the equ value is this and we make a direct attribution to CRM but ultimately
00:57:32 analysis what we were talking about before we started the podcast here which is taking several example cases understanding cost of acquisition deads realizing conversion rates of lithos into opportunities rates of closed and won opportunities and how this affects the debit multiplier for a company's action there is a path of metrics that can be built and which will be different depending on the various markets and services is what is a job
00:57:55 interesting that I think that academically I've never seen it doesn't mean that it doesn't exist but I've never seen it but yes but I believe that there is a factor that maybe will can say that in a company in the industry have
00:58:21 been calculated but it exists and it is possible to be calculated it is a fun job for anyone who wants to do it without a doubt we are approaching the finAI moments of our conversation but we cannot talk about future appreciation of the company and also future Artificial Intelligence In this context of CRMs because the truth is that these platforms have been here for 20 years more which means it is nothing new it has evolved a lot with the move to Cloud
00:58:50 with eh Finally a series of improvements that have happened but we are currently experiencing a revolution very much the result of this popularization of E Chat GPT of laros language of models etc etc which is also impacting h o o o what the possibilities of what we can have from a classic platform like CRM is not because artificial intelligence lives on data information and quality data and if our CRM has these
00:59:23 data we can predict the future not only in terms of turnover but also in terms of customer behavior What does this customer want in the future in terms of products personalization of offer recommendation eh what is the risk of abandonment or not to the competition And we act on this in a preventive way is not how do you see this reality changing how does artificial intelligence will I think we are going to see the intelligence
00:59:57 artificial will obviously depends a lot on the quality of the algorithms that we want to implement and the type of work that is expected from this Artificial Intelligence and what it seems to me is that we will never be able to expect the work of judgment from Artificial Intelligence. In other words, I have to have the final say and I have to understand through the information presented to me what the logical management decision is, it doesn't seem to me that I
01:00:18 It seems to me that artificial intelligence can suggest a path but we have to look at that path and understand what artificial intelligence doesn't understand because artificial intelligence will takes variables that are often not representative of the entire universe of possible options man we have a funny joke that helps us a lot in our CRM which is we use a um I won't call it a model
01:00:40 advanced Artificial Intelligence but we use an algorithm that is basically a score of opportunities in which there are several reasons why opportunities lose quality there are no tasks for 6 days more there is no progress in the stages the fields are not being documented this score will bAIxando and what we do is we use this score so when this score is bAIxo a minimum limit we space these pipeline opportunities
01:01:06 we took those from commercial AI and will to a place we call pipeline out And this has to be analyzed by the commercial team in this case the commercial management and say look for some reason this is abandoned and why is it because we already lost this business So close man it's because it's a public tender and we have to wait and there's nothing to do there's no more activity is to wait so justifies it but if I had to ask a question which is from what moment is that a
01:01:31 opportunity It stops being realistic What is the criterion that we are going to use is more days than the average It has been alive for more days than the average has no activity in the last 30 days What is the criterion there is a multitude of criteria that can be used for this this Artificial Intelligence what it does is gather four or five of these criteria, weight it and assign a score and therefore I when that score is more bAIxo than x I already know it's not
01:01:59 there is only one factor, there are several that are causing that option to lose relevance. This is an example but we also have a prediction which is that the will system looks at a certain business area and what is the behavior of traders and the average in opportunities makes a regression, that is, will analyzes the history and says ok in this type of opportunities on average it closes with x Days a proposal is open on average two weeks a trading generally
01:02:26 it's been open for 4 days and will doing what is essentially the representation of common minimums to arrive at a regression and projects this regression forward but projects with a confidence interval of more x upwards more x to bAIxo ok ok that gives us guidance but when we look at that we say and man we trust that we are going to achieve the commercial objective because This Artificial Intelligence has us saying that we are going, not us, what we are going to do is say
01:02:53 I want the commitment of the commercial AI that I spend my quota in months that we haven't lost So we have a Spectacular month but there are
01:03:16 months in which we lost more than what we wanted What is my intention as a manager is that in 12 months I am right statistically because I can do a month Spectacular I can't do 12 months spectacular P much to my regret and therefore we are always looking at this type of information as a minimum measure on which we base ourselves to begin our analysis and therefore artificial intelligence never replaces this
01:03:42 last analysis that we have to do now it makes spectacular things I was commenting on you I have now seen situations like for example we have products and and we want to demonstrate the products to people the products have more values ​​there are there are there are there are features that we want to show and man and I already see Artificial Intelligence that proposes we put the features there And proposes an article to provide a basic analysis This is a brutal team Saving how much does it cost in
01:04:08 hours someone is going to write a database of articles so if we can get an artificial intelligence to go and read the features on the website and propose the articles all with a base anage and now we only have someone to review and change what needs to be changed This is an exponential advance and therefore I think that computers have to be used for what they are much better than us which is processing in processing They are much better
01:04:31 that we are much better than them in the decision and therefore the ideal is to combine the two so ISO also looking at those conversations of and man we are all afraid that artificial intelligence will replace us and one day we will be the masters and the robots are in charge of this Let's see there are jobs in fact they are just processing jobs which are difficult jobs to maintain but these jobs will be converted with new opportunities in
01:04:55 that will someone will be needed to decide on these jobs Okay and so it's clear that I analyze a set of marketing data I take a speed if I have the criteria for the quAI I'm going to do my analytical thinking I can put an artificial intelligence that gives my results right away why because it can process more quickly but the decision of what I do next it can even suggest if I in the algorithm if this happens this this this
01:05:20 this suggests this is perfect but I can even think that in that specific case although it is to suggest that There was an atypical here which is what artificial intelligence has difficulty with which is excluding outliers there is an atypical here which doesn't make sense I have to linearize this so the best solution is no longer this it is this one OK I have even heard of Artificial Intelligence now that can exclude atypicals which is fantastic there is a pattern there
01:05:41 that it detects but there is an atypical thing that happened here that greatly influences the results and it says this is outside the Standard excludes Skip but I would say Still so human thinking the human decision has to be there CL and again also in these atypicals human thinking and business knowledge has to be there Because there are many atypicals that are not just statistical or data errors they are atypical because there is a segment that behaves
01:06:07 that way, for example, I know one or two cases in which data scientists wanted to exclude certain outliers and Malta from the business said no, no, the segment is extremely important for us, it behaves in a completely different way, but we learned a lot from them, incredible man, we Still recently we had something interesting, which is we subscribed to an application called Story Express, which is basically an application that allows
01:06:28 build articles based on the GPT chat Uhum And I did an ensAIo Funny enough, I showed our customer service manager something like this, if I asked you now to write an article about lithium batteries and what are the good procedures for maintaining lithium batteries, would you be able to do it Of course, very well, how long would it take, I don't know, I have to go and do that, I have to do a little research, gather my knowledge, let's think two hours
01:06:51 Ok and in your face in front of him I did this Hello I want you to be my assistant at this moment this within an application that is integrated with GPT stat I want you to write an article about lithium batteries What are the problems inherent to lithium And what are the good maintenance procedures for working with lithium batteries in various machines such as cleaning machines lifting platforms etc one minute one minute and the article was
01:07:16 written now I'm going to take that article and publish it no I'm going to take that article and say ok he went to collect information here look he didn't talk about this refine it and talk about it too ok very well he did this and ma'am let's put our spin on it Let's change it OK it's reviewed by us it can be published uhum and so this is where artificial intelligence does good is like those people say Oh we have we have the GPT chat writing theses and man
01:07:41 if someone does that is a problem now if I say so GPT chat finds me sources of articles related to CRM and artificial intelligence he will look on the net a lot more fast than we are going to look but there he is will be like an assistant imagine that I pay someone and say look I paid him a few hours here and you find martigues that cross CRM with artificial intelligence and this person is researching is downloading creates a
01:08:06 folder and it says here's everything I found x value per hour GPT chat does this in minutes ready now I went to interpret and created an article about it no that's the part I have to do I'm the one who makes the final decision so these well-used technologies can be a fantastic fantastic Saving team now it has to be well used as is everything in life, right I was also remembering other applications that are linked to ours
01:08:31 Salesforce or HubSpot can give us recommendations in relation to the personality profile of the individual who is on the other side by analysis, for example, the LinkedIn profile of that same person and what are the points and benefits that we should highlight? What kind of terms should we use? platforms that already allow us to do this segmentation for sales but also for marketing a while ago we were talking about the Cambridge scandal
01:08:58 Analytics was useful for something, right? Ah, that's right, that's the measurement of feelings, that's already perfectly fine, that is, this was used for politics but it could be used for anything else, it's true, it's true, a while ago we were also talking about ample Market, a sales automation platform that does what it's connected to the LinkedIn, it's connected to the company's CRM, it's connected to the recurring activities of a salesperson and if
01:09:23 we need to do a follow-up or for example a first e-mAIl of introduction to a to a to a potential client on the other side he will put together all this context what do we know about him from past transactions for example or from responses to past campaigns What do we know about him from the publications that this person has made on LinkedIn and eh o o And he creates all highly empathetic content even but what is there has to be validated by the person
01:09:53 it has to be personalized there is the creative H aspect the human vision that will for the knowledge side of data and words and this and that connects with that the emotional aspect of the thing has to be there also this is a role that we will not stop having like everything in life there is always the perverse side and there is always the good side, right I already have interesting things which is the new millennials are coming to work another day
01:10:21 someone told me a really cool story, it was in the face of a more Agreste response from a boss about something that wasn't going well, someone went to GPT chat and said this happened, tell me the best way to respond to this situation and GPT chat stopped or an e-mAIl that the person simply copied and sent to the boss man and everyone realizes that it wasn't written for that person Well well well B so this is it is an example of poor application and shovel and each of us has to
01:10:43 making the decision whether will applies well or badly to the help of Artificial Intelligence so more practices and facilitation will exponentiate just like the other side, without a doubt of course, Nuno it was a fantastic conversation very very very thank you it's always exciting to be with you and hear all your wisdom Thank you very much for sharing, no I also thank you for the invitation I also haven't spoken in a while so it was great these
01:11:07 conversations are always conversations where we are always learning and therefore I also learn from your experiences and therefore Fantastic That's great thank you very much ready for the next one when you decided to have it magn magn now also thank you for the service you are doing because I think I've seen your previous interviews I've learned from these these ristas and So I think it's you are doing a great public service by bringing the personalities
01:11:28 different people who have different experiences and whoever can watch these podcasts takes away parts that I always say this there is no part that I listen to and say This can be used in my company we in fact had never thought about this perspective so hearing other people talk about how they face problems and how they solved them is great so congratulations also on your initiative, thank you very much, that is really the objective of MarTech Talks
01:11:50 of this podcast this was the sixth edition martec talks of Liminal lial is the first Portuguese company specialized in strategic consultancy and martec operations we have managed to increase the Marketing and sales performance of several brands through Marketing strategies and technologies like these CRM automation Business intelligence in these March Tech talks we will continue to bring interviews with those on the front line of digital transformation
01:12:13 from Marketing and sales departments so that your business can also grow in this New Technological Era Thank you very much and see you next time [Music]