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Home » Derik Sutton & Kyle Bazzy — A Masterclass On the ‘Jobs to Be Done’ Framework, Reframing Sales in SaaS, and Redefining the Fintech’s Landscape (TMMF #005)

Derik Sutton & Kyle Bazzy — A Masterclass On the ‘Jobs to Be Done’ Framework, Reframing Sales in SaaS, and Redefining the Fintech’s Landscape (TMMF #005)

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“Questions are places in the brain in which you have to place an answer… questions can be a very attractive force.”

— Derik Sutton

In this episode, we dive deep into the “Jobs to Be Done” methodology with Derik Sutton and Kyle Bazzy. Derik is CMO and Kyle is SVP of Customer Success at Autobooks. The guys are seasoned professionals in B2B SaaS marketing, sales, and the fintech industry. We dive into their personal journeys that led them to SaaS, and walk you through the (often unconventional) strategies you can use to deeply understand and speak to your customers.

Kyle shares his unconventional entry into the sales world, and how a passion for entrepreneurship and technology led him to co-found a successful SaaS platform during his college days. Derik, takes us through his transition from traditional sales roles into the fintech space, emphasizing the critical role of product love and marketing in driving innovation.

We also discuss their collaboration with Chris Spiek and Bob Moesta at the Rewired Group, exploring the profound impact of the “Jobs to Be Done” framework on product adoption, retention, and overall business strategy. They shed light on the importance of aligning sales, marketing, and product development around a common language — the customer’s needs.

Please enjoy this deep dive into the transformational power of customer-centric methodologies with Derik and Kyle.

Listen to the episode on your favorite podcast platform. Watch the interview on YouTube here.

Want to hear more episodes about B2B marketing and understanding customers? Check out our conversation with Eliana Daboul, VP of Marketing at ShareID on what she learned from the Advertising world and applied to leading a tech startup’s B2B marketing department.

What was your favorite insight or lesson from this episode? Share your thoughts in the comments below.

CONNECT WITH DERIK & KYLE

SHOW NOTES

  • 02:32 Getting to Know the Guests: Background and Journey
  • 03:25 The Intersection of Sales, Marketing, and Product
  • 04:28 The Impact of Customer-Centric Approach
  • 11:43 The Role of Surveys and Customer Interviews
  • 18:09 The Power of Questions in Sales and Marketing
  • 20:45 The Conference Experience: A New Approach
  • 27:59 Understanding the Sales Perspective
  • 28:24 The Importance of Aligning Goals
  • 28:33 The Power of Asking the Right Questions
  • 29:18 The Role of Marketing in Sales
  • 29:41 The Art of Crafting Effective Presentations
  • 30:26 The Impact of Personal Commitment in Sales
  • 30:46 The Importance of Understanding Customer Progress
  • 31:43 The Power of Messaging in Sales
  • 32:03 Understanding the Customer’s Career Progress
  • 32:58 The Role of Trust in Building Customer Relationships
  • 37:32 The Impact of Empathy in Sales and Marketing
  • 42:06 The Importance of Research in Understanding Customers
  • 49:27 The Challenge of Connecting and Speaking to Customers
  • 53:26 Conclusion: The Power of Customer-Centric Approach

MORE QUOTES FROM THE INTERVIEW

  • “I just have always considered helping people make progress. What, no matter what your role is, is sales.”
  • “I migrated into product, love product work… I’m a former product person now doing marketing.”
  • “The voice of the customer has to win… If everybody is talking about the customer progress… then at the end of the day, the customer can win.”
  • “Surveys are a very easy way for an executive team… that’s very unconnected to the market and the customer to be able to go point to something to say, this is, this is what to go do.”
  • “Good sales and marketing people should be living surveys… you should always be asking questions, distilling answers and then applying that to what you’re doing.”
  • “Questions are places in the brain in which you have to place an answer… questions can be a very attractive force.”
  • “Once we started asking the questions, it was very early on from the sales side because you would just identify champions or tech sponsors or people you know, on those early calls in a sales process to say, that’s the exact question I’m asking myself.”

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