Erika Childers 18 min

The Power User of Tackle Prospect: Making Data Your Cloud GTM Base Layer


Want to hear some of the most innovative ways to use Tackle’s Prospect data? Cloud buyer intent data is the key to a successful Cloud GTM motion, as this data informs how you interact with buyers and the Cloud Providers. Get tips, tricks, and unique ideas you may not have thought of!



0:00

All right.

0:07

All right.

0:08

Hi, everyone.

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Thank you for being here with us today.

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My name is Rachel Fatirusa.

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I am a senior cloud go to market coach here at tackle.

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And I am beyond thrilled to be joined by my friends, Adam and

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John from Jamf to talk about the project.

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John and Adam, can you guys introduce yourselves?

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John, about you first?

0:26

Absolutely.

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Thanks for having us.

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My name is John Isley.

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I'm the AWS Alliance Manager here at Jamf.

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So supporting all things across our organization, connecting Jamf

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and AWS together, CoSEL co-market and partner programs.

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And I am an admin user of tackle to make sure that we are driving

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success there.

0:45

Cool.

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And I'm Adam Segar.

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I'm a manager of channel accounts for Jamf.

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I have a small team of AWS account managers that help us

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through the CoSEL motion.

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I am a Jamf boomerang.

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I was here in the early days for about five years before we got

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bought by private equity and then spun out into a public

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company today.

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So coming back to Jamf into this AWS motion with John specifically

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for hyperscalers and starting this up a tackle.

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Great.

1:12

Thank you.

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All right.

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Let's jump into it.

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We've got some questions to cover today.

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Adam, let's start with you first.

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Can you tell us a bit about Jamf and the types of buyers you all

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sell into?

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Sure.

1:23

Yeah.

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Jamf started about 20 years ago.

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The tagline is helping manage and secure Apple at work.

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So many of the people who are watching this today like me when

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you contact IT to do something to your Mac or your iOS device,

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they use Jamf in the background to make that magic happen.

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And it's all hosted on AWS.

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So hence, John and I having kind of direct alignment with that

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hyperscaler.

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We've grown a lot over the years.

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I mean, when I was first at Jamf 20 years ago, we had just

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a lot of creative departments and very few Fortune companies were

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using Jamf.

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But now we have 75,000 customers.

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Our latest, you know, since we're publicly traded, our latest

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earnings report set around 588 million annually.

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So 2,500 employees were relatively large now.

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And, you know, our motion now with a lot of our channel is how

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to land and expand, right?

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We've already landed actually.

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So how do we expand and how we get velocity to close?

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Perfect.

2:20

Perfect.

2:21

John, can you share some of the motivators for Jamf to adopt

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the cloud GTM?

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Absolutely.

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So as Adam mentioned, we were founded about, you know, in 2002,

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over 20 years ago, we were not cloud then.

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So we made the jump into cloud.

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And that was the first step was getting to cloud.

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And we fully adopted that through the acquisitions we've done.

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They've all been cloud focused.

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So as an organization, we adopted cloud very early on.

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And we very much believed a customer choice.

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So we sell both direct.

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We sell through various different channels.

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So we are finding places where customers can find us.

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We're finding those places where customers want to purchase us

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through that channel.

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So when we were looking at AWS specifically, it made a lot of

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sounds customers wanted to burn down their EDP customers wanting

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to consolidate their building billing.

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We wanted to find a way of making that work because, again,

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we want to find how customers want to buy Jamf products.

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Yeah, exactly.

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So now that we're talking a little bit about buyers, Adam,

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what kind of buyer data are you leveraging today to inform your cloud GTM?

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And what's the impact that data has had?

3:22

Yeah, so when we first started this process with tackle maybe two and

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a half years ago, there wasn't tackle prospect, right?

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So in the early days, I was just saying, you know, which deal was more

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than so-and-so dollar amount and then trying to connect with the hyper

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scalar to then have a co-sale conversation to see if they had, you

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know, any type of relationship with the ecosystem.

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You know, any type of relationship there.

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You know, there was with the AWS world, AWS, like, you know, they have a

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way to manage some of this previously, but the request was

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below the daunting to get the data back.

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So I would say in the early days, it was strictly based on dollar amount.

4:00

Now that we have tackle prospect, my volume of deals that go through

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marketplace have quadrupled in the last year alone.

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You know, and the amount of conversations that I have now that are not

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impactful have gone down significantly as well, right?

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So I look at my close rate through marketplace where it was maybe 5%

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previously I'm upwards around 20% today on all conversations that I have.

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So it's been very, very impactful to have that tackle prospect data without it.

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You know, it really was shooting, you were really just taking a guess, right?

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And when, yeah.

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How about the, how has it impacted like your sales motion?

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So the sales team on the early side of things, right?

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Like so, Jamf has had an established channel for a very, very long time, right?

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So CDW, SHI, Insight, Zones, like people that have been selling Apple devices

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historically have been working with Jamf for a very, very long time.

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So working with the channel was never, it was in a mystery to our sellers,

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but you know, getting to, let's just say, $550 million in sales before we even

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had a cloud marketplace strategy.

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People question whether or not they would need the hyper, hyper,

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hyperscalar strategy, right?

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But as we start, John and I specifically start building stories about success

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and why, you know, hyperscalar can help us through our motions for expansion or

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additional sales like it that those stories have resonated very quickly.

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I mean, we've gone from maybe a couple offers through marketplace to hundreds

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of offers through marketplace.

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So, and as sales reps see success, they start to come to you to talk about it,

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right?

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You know, integrating the systems in order to make this work properly at the

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get go is

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also quite a challenge.

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But, you know, I think a lot of things start with the sales team with building

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that relationship and that trust so that they know when they're having a

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conversation

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there's going to be value for everybody.

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Yeah.

6:01

Yeah.

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Can you elaborate a little more on how leveraging tackle prospect has changed

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the

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seller behavior within Jamf?

6:09

Yeah.

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So, I mean, right now a seller knows whether or not a deal is AWS high just by

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looking in the notes section of our sales force instance.

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So, in the early days, I had to bring everything to them, right?

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Hey, sales team, here's your AWS high deals.

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Give me your list and we're going to kind of run through it.

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But now they can self discover, right?

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So, instead of me having to bring them all of the deals that I'd like, I think

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AWS or

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hyperscaler could be impactful on, they're able to come to me with them.

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And that's just a much more scalable model and behavior than the other way

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around. But in the early days, right, two years ago when we had no deals to marketplace

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it was very much like, you know, I'm going out and I'm looking for the best

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deals to

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work the marketplace with the sales team.

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And I'm asking them to have a conversation, right?

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And you don't know if you're going to have a fruitful conversation until you

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have one.

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But there's no cost in most cases to have that conversation to determine

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whether or not you can work well together on a deal.

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So, seller behavior where everyone was a little bit adverse to the idea of

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another

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partner within a deal, as they've kind of realized that everything we do is

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managed

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and hosted by AWS anyways, AWS wins one way or another.

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So, let's engage that team and make sure that we know that we're talking to the

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same people.

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Yeah, totally.

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How about the rest of the organization?

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I know, John, you've kind of talked about tackle prospect throughout Jam,

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how's everyone out flabberging the data?

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I've worked in channels for a long time and how can you bring a new channel to

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and make it simple and easy.

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And I think that that's one of the things that people weren't really sure of

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right now, that's with Amazon.

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They weren't really sure.

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Are they a reseller?

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Are they something that's going to help you along the way?

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So, tackle prospect has actually made that super easy.

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We've been able to say these are the customers that are going to care about AWS

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These are the customers that potentially might not.

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And so, we've been able to take that from the sales effort where we know

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specifically

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which deals a target and we can now do that with other organizations as well.

8:16

So, sorry, with other departments as well.

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So, the example is we are sponsoring quite a few different AWS events over

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tending various AWS events and how to specifically target when you have 75,000

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customers, a lot more prospects beyond that.

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How do I target and really get in front of these customers with a message they

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care about?

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So, the other day we're sending an email out to a series of emails and we're

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able to use tackle

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prospect with the notes that are in there and say, we only wanted to go to

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these buyer personas within these tackle prospect high groups.

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I saw earlier that tackle prospect 500 times likely, more likely to purchase

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through the marketplace.

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And so, we're also going to leverage that to they're more likely to show up to

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an AWS event.

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They're more likely to be there.

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So, finding those customers that are in region and utilizing that.

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And then other departments as well, are we investing in the right AWS tools?

9:06

As we expand our product, should we be utilizing more AWS services?

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We can identify and look at our platform and say, hey, look at out of our

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customer base.

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And look how many of them are likely to use AWS marketplace, which means that

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they're likely to have an EDP, likely to have commitments and other things like that.

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So, how can we leverage that data and make smart choices about where we invest

9:26

our time, effort and energy across the board, not just on the sales side?

9:29

Yeah, I'm going to go ahead.

9:32

So, I can elaborate a little bit more on that from like a planning perspective

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on the sales side because I use tackle prospect to help build my entire capacity plan.

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Because if I look at, let's say, 100 deals this quarter, I run those through

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prospect to

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see that 20 of them are high, then I know I can close maybe 25 to 30% of those

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through marketplace.

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And I have an idea of what is possible, right?

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Because in the early days, you didn't really have a viability or a capacity

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plan.

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But then after maybe a half of having some data and some success, you can build

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out a model

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to show what your growth may look like together.

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And if I didn't have tackle prospect, I mean, like I said, I was around 5% of

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deals we're

10:11

working through marketplace previously, it's very challenging to have a

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thousand conversations

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and only have 5% of them matter.

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But especially when you have 74,000 customers, right?

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So, you have to be able to narrow it down very quickly so that you're having

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more impactful

10:27

conversations and building out that plan for leadership to determine, you know,

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what you

10:31

really could do over 12 months.

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Yeah, so it's helping give your sellers confidence in those conversations.

10:38

It's helping you scale, it's helping you move faster.

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Is it impacting how are you, how you are working with the AWS sellers and other

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cloud providers?

10:49

Yeah, I can take a bit of that.

10:52

So like anytime I get a list, right?

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I get a lot of lists.

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Everyone's like, here's a list.

10:57

Adam, do something with this.

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And I take that list in the first place I go is tackle prospect because what I

11:03

really, what

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equates success for me is a marketplace transaction.

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So that way we know we're financially tied together.

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We both have, you know, we're both invested in this opportunity together.

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That's what, if that is the definition of success, I narrow down lists very

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quickly using

11:21

prospect because if someone gives me 2,000 accounts, I come back with 50 or 200

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that really matter.

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And then I can cross reference that with my existing opportunities or existing

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customers

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to determine where the top 10 might be that are most impactful right now, right

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So no one that gives you a list of 2,000 really wants 2,000 like responses,

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right? They want you to whittle it down.

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And prospect is like the number one spot that I use to whittle down.

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And I pretty much just go after the highs.

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Medium is a good indication.

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But, you know, if I looked at the number of deals that were medium that we

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closed in marketplace

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versus high, I mean, high was 95% of them.

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So it is a really good indicator that that is a customer that might care about

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marketplace.

12:14

We've also used it to leverage what do we want to from our go to market efforts

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with Amazon

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and with AWS?

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How do we specifically want to build out our marketplace strategy?

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Initially, we listed our most popular, most common solution JAMPro on the

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marketplace.

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We made it a smart assumption that they are going to be the customers that are

12:33

going to most likely buy it because they're our largest customer base.

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We're able to use tackle prospect and other pieces of data to look what should

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be our

12:41

next products to go on there.

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So we've added on then JAMP Connect, JAMP Protect, JAMP School, most recently

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launched

12:48

a bundled offering on there and I was able to specifically target using tackle

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prospect of

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we know these customers exist.

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We know AWS customers and high propensity to buy live within that customer base

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So this product, we're kind of missing out by not having this product on there,

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by not leveraging

13:05

a listing on that and then finding ways of getting customers to find us on the

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marketplace.

13:10

So we've been able to use that to specifically target that and that creates

13:13

more stories.

13:14

I've heard numerous times over the past couple of days here of how do you get

13:18

more customer

13:19

stories back to your sales team?

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How do you get those, the reasons that they purchased through the marketplace?

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So we were actually able to leverage that.

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We had AWS come into our office a couple of weeks ago and we actually presented

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to our

13:31

entire American sales team going through and making it how simple it was.

13:35

Any time you introduce a new channel, a new route, it can be noise and we want

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to make

13:40

sure that it isn't noise to the sales team, they actually recognize when, where

13:43

and how

13:44

I should use it, how is it successful.

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And so we were able to demonstrate they are with AWS.

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What does the motion look like?

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What is it successful?

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And then I was able to share a couple of anecdotes of these customers close

13:56

faster because of

13:58

the marketplace.

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These customers grew because they were able to leverage their EDP and

14:02

additional budget. So kind of working side to side with AWS on those stories and what they've seen

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as successful

14:09

as they're going into, you know, ISVs like Jamf, how do we tell that story

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internally?

14:14

How do we get more advocates?

14:16

Because whenever you've heard it a couple of times this week, whenever you open

14:19

up a new

14:20

channel, you have to sell inside first, sell to the team first and tackle

14:23

prospect is made

14:25

that easier.

14:26

While the discovery question of do you use AWS marketplace is hopefully the

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easiest question

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you might ask, I can actually, we can actually tell them now ask these

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customers and don't

14:36

worry about it with these.

14:37

That's helped out a lot.

14:38

Yeah, I remember you sharing that story with me and how it sounded like it had

14:43

a few sellers

14:44

raising their hands who weren't previously interested in exploring talking

14:48

about marketplace.

14:49

And now they're like, you know, there's no.

14:52

Yeah, we actually had a sales leader reach out to the team.

14:55

Hey guys, we're missing an opportunity for not using marketplace.

14:58

Here's how they've been successful.

14:59

And here's the tools.

15:00

Here's the things that are in sales for.

15:01

So it took us a little bit of time out of an eye to mature that.

15:04

So it was super easy for our reps to grab that.

15:08

And we again, took information from tackle information from AWS to make that a

15:12

lot easier.

15:13

But that buy in was really cool to see after we had some of that initial

15:17

success.

15:18

Yeah, I think something that Jamf has benefited from greatly in this regard is

15:23

like we typically

15:25

talk to IT admins, right?

15:27

So your internal IT team, they say, like they can, they say Jamf correctly,

15:31

like you always

15:32

know you have someone's mind share when they say Jamf instead of Jamf, like you

15:35

kind of

15:35

like a bit of a joke internally.

15:37

Like, you know, if you get to the point where the people you're talking to say

15:40

Jamf, you

15:40

know, you've, you've done a demo.

15:42

Like you've talked to us before.

15:44

But without that, you know, you're just in the early stages.

15:47

But, but yeah, it's, it's a, let me have a lot more.

15:52

That's my turn to thought there a bit, but it's been a, it's been a great path

15:56

so far.

15:57

Yeah.

15:58

Yeah.

15:59

So I think we, we use, we use tackle prospect almost like, I don't want to say

16:06

too much,

16:08

but I say we use it, we use it, we use it, we use it, we use it, we use it.

16:13

We use it for the most part of the day, we use it for the most part of the day.

16:18

And I think we, we use, we use tackle prospect almost like, I don't know, I don

16:23

't want to

16:23

say too much, but I say we use it, we use it for the most part of the day.

16:27

Too much, but I say we use it, we use it a lot.

16:31

And you know, I think one of the pain points that most people have had is that

16:34

it needs

16:34

toothpits, it sets a data, right?

16:36

It needs the name of the company and it needs the websites.

16:38

And, you know, even in our own Salesforce instance, the website that's

16:41

associated with

16:42

accounts isn't always correct, right?

16:44

It's like it may be some random website that is no longer around.

16:48

But we, we actually use AI to append lists.

16:51

So if I can say here's a list of 5,000 accounts, please add the homepage and

16:57

domain for that

16:59

account.

17:00

AI can kind of fill in the blanks on all of that for you.

17:02

So you're not going and hunting and packing and then pacing to put it into

17:05

tackle prospect.

17:07

It'll save you a ton of time.

17:08

And oftentimes like, yeah, again, like I get probably 10 lists a week.

17:13

I'm going to an event.

17:15

I'm working with a rep.

17:16

I'm doing an account map.

17:18

It's just internally, externally, the whole deal.

17:22

I would use AI to make sure that you're getting the proper data and that you

17:25

can get it done

17:26

more quickly.

17:27

100%.

17:28

Excellent hack.

17:30

So I don't think there are any questions in the chat from what I can see.

17:38

So I do want to take a minute to thank you, Adam and John for sharing your time

17:42

with us

17:43

today.

17:44

And everyone for tuning in.

17:45

I hope everyone enjoys the rest of the event and please reach out to John, Adam

17:50

, myself,

17:51

either through the event or on LinkedIn.

17:54

If you have further questions or want to talk a little bit more about prospect

17:57

or anything

17:58

tackle, we'd be happy to answer questions and help out.

18:03

All right.

18:04

That's it.

18:05

Thanks everyone.

18:06

Thank you.

18:07

Bye.

18:08

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