Bridging the Gap Between Marketing and Sales: Raheel Alam, Salesforce Admin at BombBomb

By February 13, 2019
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Tell me about your role:

I started off at BombBomb as an ABM practitioner, helping to build out what our first foray into ABM looked like, what kinds of campaigns we ran and what or TAL was. Within a few months, I started to leverage my experience with Salesforce to help restructure our CRM to ensure it suited us for growth in the coming years. Now I’m the primary Salesforce Administrator and am part of a cross-functional team that is working to stand up our Sales and Marketing Ops team to help bridge Marketing and Sales processes and leverage new technology into our legacy systems to ensure we have a scalable technology infrastructure to ensure we can scale and grow.

What got you interested in a career in marketing and sales ops?

Prior to my life as a marketer, I was in the U.S. army for about 5 years. After my time there, I was looking for new careers and an opportunity opened up at a startup in Colorado Springs. There, I was initially going to help manage operations there, but I ended up covering operations, sales, and marketing since we had to rebuild the company after a tough season. I started working with Salesforce and implemented a ton of different software, so it allowed me to start to understand how software and technology isn’t an end all but a way to enable good marketing and good sales processes.

It looks like you did a little bit of everything. After the Army, what pushed you to get into ops?

I felt like I had a clean slate to do whatever I wanted. I loved tech, so I wanted to see how I could use marketing technology to make a difference at a growing company– whether it’s with Eloqua, Hubspot, Marketo, or Salesforce. I’m not the best at creating marketing campaigns, but I’m really good at executing them and then tracking that data to really understand how our marketing tactics affect the company’s revenue.

Was there a defining moment where you knew you wanted to make this your career?

I’ve been a data junkie for a while. In the Army, I was an Intelligence Officer, so I dealt with a lot of analysis and large data sets. I’m a strong believer that decisions, especially within marketing, should be made with data and facts, rather than anecdotal information. For instance, if you’re A/B testing, you’re making decisions based on what the data says to do. You may love the color blue, but your red CTAs could outperform your blue CTAs. You’re going to use red whether you like it or not because that’s what the data is telling you. The numbers aren’t going to lie– they’ll tell you what you need to know.

Tell me about BombBomb.

BombBomb believes in people and relationships. You communicate, connect, and convert most effectively when you’re eye to eye, face to face. Simple, personal videos recorded, sent, and tracked through our software enable you be there in person when you can’t be there in person. It’s you, in person, at scale. We help you do this through our own platform and mobile apps, and also through Gmail, Outlook, Salesforce, Zendesk, and many other systems. Tens of thousands of people in all kinds of industries and roles are using us for one-to-one and one-to-many video messaging. Inside and outside sales. Recruiting and hiring. Leadership and management. Customer support and success. All of these things – and so many others – are done better with BombBomb.

What gets you excited about working at BombBomb?

The values and vision of the company and how we use technology to make the world better. It’s all about rehumanizing– how we connect people, how we connect companies, and how we turn things that are boring into something that is meaningful. We want to rehumanize the world, and we want to rehumanize how we communicate with each other. Many sales and marketing reps in the tech space send out boring, automated emails with a ton of tags and plugins. There’s really no personal touch. But, with BombBomb, it’s one-to-one, it’s you and me. It’s a video shot by me to you, which shows my personality, shows you that I care, and lets you see who I am. That’s what we’re all about. And I love waking up every morning, coming in, and doing that with people that feel the same way.

What’s the best piece of business advice you’ve received?

It’s simple: relationships matter. Relationships with peers, managers, leaders, customers, etc. Relationships are how you build trust and confidence, it’s how you get past trivialities and get to the heart of what really matters. You can’t solve a problem, overcome and objection or show that you can add value with your service if you don’t actually care and take the time to care about the person on the other side.

Who are 3 marketers you admire?

Sangram Vajre at Terminus
He’s the father of Account-Based Marketing, and someone who values relationships. He values each individual, celebrates people’s accomplishments, and really wants to get to know you. He’s truly the thought leader on Account-Based Marketing and is driving the conversation around authenticity in how we communicate as businesses with our customers in a way no one else is doing.

Jill Rowley at Stage 2 Capital
Jill’s all about putting the customer first and building meaningful relationships with them. She knows about people, and she knows how to get to the heart of what matters with customers. She taught me that a prospect is a future customer, not just a lead. That type of customer focus has really helped me in my role. Plus, she’s an incredibly talented leader in Marketing and Sales alignment and someone who takes time out of her day to mentor, develop and advocate for those who seek her counsel

Steve Pacinelli at BombBomb
I first joined BombBomb as an ABM practitioner in the Marketing department and Steve modeled from my very first day what leadership in marketing looks like. He joyfully gives away credit to his team and takes the blame when things go wrong. He truly cares about individuals and is driving Marketing to be about people, not the number of leads that a company generates. He also holds each individual accountable in their role and makes sure they are developing, growing and always getting better.

Last question: Why EverString?

I think it’s pretty simple. We were leaving another data vendor that only gave basic technographic and firmographic data, but it didn’t really help us identify the right accounts. If we knew who we were looking for we could go find information about them, but it didn’t actually help us find who fit our target account list. Although we’ve traditionally been focused primarily on realtors and mortgage professionals, so very much on the individual sales, we’re currently transitioning more and more to enterprise clients. It was a whole new push for us, so the question became: How do we sell multi-seat licenses to large organizations, similar to what other SaaS companies do?

We knew what our customers looked like, what type of companies we wanted to target, and what software we integrate with best, but we didn’t know how to translate that to see which companies actually use that technology, or which companies fit our target audience. EverString lets us do that. It lets us find companies that we didn’t know were in our target audience. As we get into new verticals and focus on enterprise, EverString really helps us build out and narrow down our target account list. It allows us to identify what software different companies use, how many employees they have in several departments, and where they’re all located. We then push that to Terminus to begin our account-based outreach.

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