PEOPLE

• Guest: Mike Korba, CMO & Cofounder, User.com
• Host: Anil Hemrajani, Founder of Startup Sidekick

TAKEAWAYS

1. Decide what your one source of truth is (for customer data); where are you tracking your whole customer journey.
2. Align your three departments (marketing, sales, support) to work together towards common goals, using KPIs/OKRs. It helps each department to know what others are doing and what customer journey has been.
3. Be human. On the other side of the screen are real people with real needs. Don’t treat them as traffic, leads, etc.

TIMELINE

• 01:40 – Overview of User.com, a marketing automation software platform with unified data from several channels (e.g. email, chat), a CRM for an online businesses.
• 04:20 – Why is it important to align marketing, sales & support? Aligning helps a company grow faster, in a sustainable way and prepare for scaling.
• 06:30 – When to have one platform versus specialized products? The goal should be to deliver a great/unified customer experience via a single source of truth data.
• 12:50 – What do you unify data using separate systems (e.g. Salesforce, HubSpot)? Treat them as sources of truth and integrate them (e.g. using Zapier). If you’re a smaller company, start with something smaller (e.g. user.com). Also, many startups are moving to an all-in-one solution approach (e.g. Zendesk).
• 18:15 – Takeaways (see above)