GTM 133: Build your AI Outbound Machine with ChatGPT | Jordan Crawford
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Jordan Crawford is an AI innovator, the Founder of Blueprint, and one of the top go-to-market engineers working today. Jordan explains how to use AI tools like ChatGPT, Deep Research, and Claude to create your own AI workflow for prospecting accounts and creating highly targeted and extremely valuable messages for target decision-makers. Jordan demonstrates how to use the FIND (Focus, Investigate, Narrate, Deploy) process for your go-to-market strategy and how to speed this up with OpenAI’s Deep Research AI tool. Jordan also shares the prompts and processes he uses when researching target accounts, messaging buyers, and driving revenue.
If you missed GTM 132, check it out here: The Rise of the Operator with Casey Woo + GTMfund $54M Fund Announcement
Highlights:
08:12 Examples of messages that people would pay to receive
17:30 How tech is transitioning to an AI-empowered future
27:07 Using ChatGPT Deep Research to learn about customer segments
35:05 Maximizing your sales team’s efficiency with AI
36:39 The importance of process over prompts
39:38 Deep dive into prompt engineering
50:00 Future of outbound sales
Guest Speaker Links (Jordan Crawford):
- LinkedIn: https://www.linkedin.com/in/jordancrawford/
- Jordan’s AI course: https://www.linkedin.com/posts/jordancrawford_the-299-agent-7-course-is-here-youll-learn-activity-7247669670940401665-xrjq/
- Blueprint: https://blueprintgtm.com/
- ChatGPT conversation from the episode (on Gaiia): https://chatgpt.com/share/67a2551e-af74-8004-81b8-b415d473ca72
Host Speaker Links (Scott Barker):
- LinkedIn: https://www.linkedin.com/in/ssbarker/
- Newsletter: thegtmnewsletter.substack.com/
Where to find GTMnow (GTMfund’s media brand):
- Website: https://gtmnow.com/
- LinkedIn: https://www.linkedin.com/company/gtmnow/
- Twitter/X: https://x.com/GTMnow_
- YouTube: https://www.youtube.com/@GTM_now
- The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/
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To claim this offer, go to www.superhuman.com/gtmnow
GTM 133 Episode Transcript
Jordan Crawford: Every time I think I should do work, I’m like, but AI could be doing work for me.
the tools don’t make the difference. It’s the process. So it’s process over prompts is really, really important and you don’t need a lot of fancy tools.
Scott Barker: If you find the people with the pain and you can get access to that data, you’re not even selling anymore, you’re consulting and solving problems.
Jordan Crawford: The list is the message. the cohesive unit that data defines is the thing that you say.
There’s so many breadcrumbs online, but they’re everywhere. They’re spread out. And to date, we haven’t had a way to collect all of that information.
The horizontal SaaS company is like, well, what do you do? And it’s like, we do a little bit of everything for a little bit of every one.
And this is a real big problem
Speaker: Before we dive into today’s episode, I want to welcome everyone back from the holidays. Most people know that I am almost always on, uh, regardless of holidays, but I certainly am not checking emails as much as I normally would. I do do my best to be present around friends and family. And this year I came back to work and had so many emails in my inbox.
The number was pretty terrifying. But since I started using superhuman last quarter, I was actually able to get back to inbox zero within 20 minutes. Uh, it helps me and the team be so much more productive. Honestly, don’t know how I didn’t start on superhuman sooner. I used to be an inbox zero kind of guy, but as my personal media presence, the fund and our community grew, it became harder and harder to actually make that happen.
But I started on superhuman. It was the most seamless onboarding experience. Everything in my inbox synced within minutes. Superhuman works with your existing Gmail or Outlook accounts.
I love to see leaders implementing this kind of best in breed solution for their teams, allowing them to simplify and intern speed up efficiency. I would have loved to have this in my sales days or when I was leading my teams would have been an absolute game changer, helping me to better manage emails, to prioritize quick responses, collaborate with other stakeholders.
And of course, close deals faster 2025 is the year of inbox zero for me. If anyone else wants to take back control of their inbox and empower their teams to do so as well, superhuman is generously offering the GTM now community exclusive access to one month free on the platform.
And if you add any teammates in January to your team, they will also get a free month as well. So to join for free, go to superhuman. com slash GTM. Now that’s superhuman. com slash G T M N O W. Check out superhuman at superhuman. com.
Scott Barker: And welcome back to the GTM podcast. I am a little bit all over the place right now. So if I have some chaotic energy this episode, it’s because we just, uh, announced our, uh, second fund, um, tech crunch and they picked this up. So I’m getting a whole bunch of. Way too kind messages from friends, colleagues, investors, and founders.
And so, um, I’ll, uh, I’ll keep my ego, ego in check, uh, but feeling all the love. So thank you everyone for the support. I have been pumped to get this gentleman on the podcast for a long time. Uh, many of you may have seen him on LinkedIn. I am joined by Jordan Crawford. Welcome Jordan.
Jordan Crawford: Thanks so much for having me. And congratulations, Scott.
Scott Barker: Thank you. Thank you. It’s a, it’s exciting milestone and now it’s time to, to get to work. Um, but this is going to be a really fun episode, so we’re going to switch it up. A little bit. And, you know, we like to speak through stories, anecdotes, um, but this one we’re going to make hyper, hyper tactical. And there’s a few reasons for that.
Uh, one, we have the right guests to do so. Uh, so Jordan Crawford is a go to market engineer and advisor for some of the fastest growing companies out there. Think clay, think tenor. And really, what he’s been able to do is switch their thinking from targeting accounts to targeting people using insights backed up by data.
And you said something before we hit record the end result of that is that’s. You craft something in this case, usually an email that is so valuable that this receiver would actually pay for it.
Jordan Crawford: Yeah.
Scott Barker: And that’s a far cry from where we’re at today.
Jordan Crawford: I saw that you’ve raised money. I like money. Can I have your money? That’s what, that’s what most of these messages look like. I’m sure you have some in your inbox. Congratulations on raising the fund. Now that you have money, I would like some of it. Thank you, Scott.
Scott Barker: Yeah. And then maybe go Bulldogs at the end or whatever mascot
Jordan Crawford: yeah, yeah, yeah.
It’s like, it’s like Scott, you’re wearing a black shirt. I’m wearing a black shirt. We’re basically the same person. And so now that we’re the same person, I was wondering what your wallet was doing tomorrow at 10 p. m. Yeah.
Scott Barker: I love it. Well, it’s funny because I, I, I think I’ve said this before on the podcast, but you know, when I was leading BDR teams and you know, you had a, back in the day, you go through your, your dreaded kind of discovery call to make sure you’re qualified for an AE. I would challenge them and the thought experiment I would have them play is like, I want you to come so prepared to this meeting that.
That 30 minutes, whereas most times it feels like a waste of time, they would actually be comfortable paying you for that time. That’s how much I want you to know their business and the insights that we can give them because we see people in their shoes all day long. Um, and now the ability to automate a lot of that and do that in a written.
In format is now only possible thanks to AI. And that’s really been your world. Uh, when did you get involved with AI? It seems like you, you’re like at the forefront of everything. GTM. Did you have some sort of chat GPT access early that we didn’t know about?
Jordan Crawford: well, let me do two things. First, I’m going to actually like read off two of these messages that people would pay to receive. So you understand what bar we’re talking about. Cause a lot of people talk a lot of game and I’m going to talk to you about actual messages that I have deployed at scale. But to answer your first question, I have been using, uh, the API behind open AI, which powers chat GPT since GPT.
Three. Oh, so I think that was might’ve been September of 2020. I don’t remember the exact date, but I have a video of me using some of that stuff in the really early days. And the old sort of trope is that everything is a toy until it’s not. And this is kind of the case with. Uh, with ChatGPT. And I also think that people think that you can talk to it like you talk to Google.
We’ve been trained to interact with computers in a certain way, and this just is a new interface, right? It’s like, have you ever seen a, someone that’s over, I don’t know, 70 or so, uh, try to interact with the computer? Or, or the verse, have you ever tried to reset the timer on your microwave? It’s like in both of those camps, no one can figure out.
It’s like watching your parents use the iPhone is the most painful thing to see. And you’re like, where do I click? I’m like, of course, what you do is you click here, here, here, here, here, here, here, here, here. And then you change your battery setting. It’s like, that’s not really intuitive. And we’re having that moment with ChatGPT, but I want to get back to, um,
Examples of messages that people would pay to receive
Jordan Crawford: so I’m going to just like read you off two messages that people would pay to receive that I’ve actually sent.
So the first, the first message is to. Roofing companies. So these are local roofers basically. And you know, what do they want to do? They want to sell roofs. Right. So basically we found these roofers and we said, Scott, I don’t know if you saw that 1, 2, 3 Main Street, which is just about a mile away from you. in Vancouver, just sold.
And in the listing description, it mentioned a 10, 000 credit for a new roof. I’ve included the name of the realtor and their email. If you’d like to reach out, if you’re interested in getting the homeowner’s contact information, let me know, and we can automate this for you basically. So it’s like your roofer.
This is an actual roof that needs to be actually replaced now where there’s actual money allocated, right? You would pay to receive that message. Let me give you another one. Uh, this was for a company that was a competitor to Segment. And at the time, Segment had a startup program that basically gave you Segment for free for two years.
So what we did is we used BuiltWith to look at the install date of Segment. And we found companies that were, that met the startup criteria at the time. based on their, you know, we basically could go back in time and say, when did they raise? How much money were they incorporated at around that time? So we knew that they qualified, uh, that they actually were using the segment two year free starter program.
So I could say, Scott, you’re four months away from a bill that you never expected to receive. Uh, from segment because I don’t know if you remember, but in 2016, you probably signed up for the, the segment startup program and that credit is about to expire based on your traffic and our analysis of segments, current pricing, you’re going to have to pay about 62, 000.
Um, if you would like, we can instantly switch segment out for our company’s, um, software and, um, uh, and we’ll give you two more for years. And so this, that particular message actually generated more business for me than the client. Cause they’re like, we love segment, we’ll just pay for it. But who wrote this message?
Can we, which is not a good look. You do not want that to happen. Um, but yeah, that’s an example of, these are two examples of messages that you would
Scott Barker: Those are incredible, incredible, uh, examples and, you know, just setting the stage, you know, a little bit, you know, for, for our listeners, many of whom are running. You know, outbound programs and, you know, you may have one or two fantastic reps that can go to this depth and breadth of, of research and, but it probably takes them, gosh, four hours to write a single, you know, email that’s of that, that quality.
And what you’re saying is, is those two examples that you just gave, of course, it takes time to set up, which we’re going to go through in a little bit, but once you sort of. Got the right prompts. You’ve got the right parameters. You understand the business. You understand your personas. This is just going to churn those out, you know, within seconds.
Jordan Crawford: Yeah. Yeah. This is all programmatic. And this is the kind of, this is the thing that people might not understand is that if you build this process at the company and person level, it informs All of the rest of everything you do, because unlike intent channels, you know, like G2, Bambora, unlike Google and Facebook, where Facebook was like, we’ll just use all the machine learning world and just figure out where you get clicks or Google.
It’s like, we’ll just, you just can pay money for us to bid on. I need B2B SaaS software now. So it’s like, okay, great. Um, this is if you can target. The actual person and an actual company that has public data that is indicating that they need you now. And that’s not necessarily a hand raise, but it’s telling the same story from one segment of customers that bought to this segment.
That means that you can go do things like go find their ad IDs and run ads against them. You can run LinkedIn automation sequences. You also can send messages programmatically without people involved because you have automated the whole process, but you began with an insight. You began with something that someone paid to receive.
So cold email just is this it’s the one way that you can completely change how you go to market. Because once you can target at that level of specificity, it can bleed into everything else you do.
Scott Barker: Yeah. And, and you know, what’s funny is, you know, there’s obviously this kind of push back from folks on kind of the automated outreach. And this is the death of the, SDR and all of our inboxes are going to just be flooded. And Oh my God, we’re just doing like more and more and more. What’s interesting about this.
If I got one of those messages and you even said at the bottom, this was written by a machine, I wouldn’t care because that is,
Jordan Crawford: This money is written by a machine. Do you want this? Yeah.
Scott Barker: You’re right. It’s still valuable. Like I, I think of like an example in my, my real life. It’s like, you know, my dad, he likes to make a big deal about his birthday every year.
And he loves to go to Vegas. And sometimes I forget because I’m busy to book a trip. And if I got an automated email, it was hyper contextualized. It was a month out and saying, Hey, Happy Based on historical data, you usually take your dad to Vegas. Like, did you get concert tickets? Did you do some stuff? I would be like, amazing.
And I don’t care if that was a machine that wrote that whole
Jordan Crawford: and well and also the and you’re exactly right But but imagine the next step of this which is I have reserved all these tickets for you Just click here and these seven things will be bought for you Like, oh, shit, you just have, can I, can we curse on this podcast? Is this a cursing podcast?
Scott Barker: We encourage passion. So whatever form that comes
Jordan Crawford: Okay. Okay. That’s, that’s, that’s sweet. the next step on this is I can deploy an AI agent on your behalf. Now we’re not going to talk about that today, but I have in the past, I’ve actually taken this a step further, which is.
Scott, you compete against this company. I have found people that just removed that software here, their names and contact information. These are leads that you might want to go chase. And then I can, I could pitch my service then to say like, you don’t have to believe, I don’t have to try to convince you I’m the best, you know, the best at X, Y, or Z.
I can just say, here’s actual value for you, Scott. Here’s. actual people that you should contact, why you should contact them when they removed X or Y or Z software, um, based on negative reviews that were done on G2. So, so this actually gets into a good setup for the argument, which we were talking about a little earlier.
And, um, let me kind of launch into why I think a lot of these AI SDRs and a lot of the AI methodology is really wrong. It’s because where They are slotting in is a broken paradigm. So let me describe, I’m going to first describe this old world and maybe you can help sort of flesh this out for me. Um, in the old world, you basically downloaded a list of accounts and those accounts had things like industry, employee, headcount, headquarters, founded date, you would then get a list of contacts.
So I want the VPs of marketing, the CMO, et cetera. Then you would write a persona message. So CMOs typically at. Technology companies have X or Y or Z problem. We help with our problem, et cetera. Then what you would do is you’d deployed STRs to personalize, right? This is where you’re like, look. 21 year old that just graduated.
Why don’t you just talk about Scott’s black shirts? You have black shirts, everyone has black shirts, do whatever. I don’t know. Um, and then just go throw that into a sequence, right? So what’s happening is that these AI tools are coming in at the personalization layer. So all of the strategy, everything is really terrible upstream, same broken data, same broken process.
And they’re like, you know what, you know that horse that you’ve been riding, we’re going to throw a no legged robot on top of that horse and really just slap it on its ass and get it going. It’s like, well, it’s no surprise that that doesn’t work. So that’s kind of how I see the old world today. Um, does this argument resonate with you?
Scott Barker: Yeah, absolutely. I kind of say it all the time and obviously with GTM being in our name, we see a lot of GTM technology tools that are starting out and many of them, uh, some of the feedback that we’ll give is like this. Feels a lot like you’re still building for Aaron Ross’s like predictable revenue book that we ran for 12 years.
That’s fundamentally breaking down and sure we can do it faster. Sure. We can do it at more volume, you know, sure. Maybe we don’t even need a human to run that, but like that, that world is not working. So why are we building for that world?
How tech is transitioning to an AI-empowered future
Jordan Crawford: Yeah, and the, the problem in the transition, I think, comes from horizontal SaaS companies. Because if you imagine, and we’re actually going to look at a vertical SaaS company for this exact reason, because the horizontal SaaS company is like, well, what do you do? And it’s like, we do a little bit of everything for a little bit of every one.
And this is a real big problem because it, like I saw, uh, um, I’m going to. Call him he who shall not be named. I won’t give away his name, but it is a very well known CMO on LinkedIn. And he was like, our product just released this brand new, amazing feature, a contact waterfall. I was like, come on, man. Like this is not news and.
You’re also, this is just one feature that you have and the way in which he was talking about it was like, Oh, you can go on LinkedIn and find someone’s contact information. And I was like, so what, like, how does that help anyone? And so we have a problem because we target multiple personas in multiple industries that use multiple versions of our product.
And so what happens is, I remember I was working in a company and they had one SDR that was Focused on the oil and gas industry because the company had sold to Chevron. Like that’s it. They had one customer. And so they, they basically, you know what they equipped him with? They equipped him with a cowboy hat and a can do attitude.
And that’s it. And this is a real problem. Um,
Scott Barker: And listen to the gong call of the, uh, of how the deal was sold.
Jordan Crawford: yeah, yeah. So he’s just like Chevron, Chevron, Chevron, Chevron. Like, like he’s just throwing the case that, you know, it’s like, how many times can that SDR send that link? So we, so the, the, the hard thing is that what we’re, when we try to go to market, we’re trying to go to market for every segment, every persona, every, and we’re just, we’re leaving it to the STR, the BDR or the AE in some cases to figure it out for their segment.
And we’re equipping them with no strategy, no insight. The CEO hasn’t picked, uh, a, a sub vertical to sort of focus on. So. Um, this is how we And, just to jump in there too, is the, they’re also typically our youngest least tenured,
yeah,
Scott Barker: folks who have the least amount of business acumen in. In tech, let alone trying to figure out how oil and gas works and how to, you know, speak to a pharma CEO, you know, like that takes years and years and years and years, uh, to build up that, that acumen, you know,
Jordan Crawford: yeah, it’s, it’s so funny. I was having a call with a friend of mine at growth and he’s like, I want to learn about direct mail. And I hadn’t run a direct mail business. And I, He’s like, what should we send them? And I, I said, well, have you done any type of like, do you know anything about this buyer? It’s like, well, we know that they’re bureaucratic.
I was like, look, just go pay them 500 for 30 minutes and just ask them Like, what do they not like to do? You know, we were gonna for one of my portfolio companies we were going to run a Michelin star dinner and it’s like I mean, look, I like Michelin star dinners. Like the more the barrier, right? The more you’re going to pay for more Michelin stars for me, I am at that dinner.
But the people that we were hosting were like beer and whiskey guys. They’re like, look, I’m going to this conference to get away from my spouse. Like that was the vibe that they, and it’s like, I don’t want some fufu food. Like I don’t, I’m not into seafoam, Scott. Um, and so.
Scott Barker: I really would like a pizza to go and a bottle of whiskey to my room so I can get some alone time because I
Jordan Crawford: yeah, yeah, yeah, yeah, exactly, exactly. And so it’s like, it’s like for that type of person, you know, pitching a mission to start dinner is hell, right? Like I don’t care if you’re paying, this is, this is a trap, you know, it’s like, I don’t want to eat dinner for seven and a half hours. So, let’s talk about the new world and let’s talk about how we transition, even as a horizontal SaaS community.
This is going to be a lot easier for vertical SaaS because you are forced into insights. So, you know, like our mutual friend, Kyle at Owner. com, this is, you know, he’s built an amazing revenue engine. But this is a lot easier for him, transparently, because it’s not like he’s serving, he’s not selling to restaurants and plumbers and also B2B SaaS companies, you know, he’s selling to restaurants and they have a message.
And one of the reasons that they have a message that people pay to receive is they can go look at the prices. Otter. com is a platform for restaurants to help reduce fees for, uh, for like delivery as one of the things they do. So they actually can go find out how, what are you charging on your menu? What are you charging on?
The Uber Eats menu. What are you charging on the DoorDash menu? Are those deltas? And you can calculate based on the number of views they get, approximately how much money Uber Eats and DoorDash are stealing from you. He wouldn’t say it like that, but you know, like how much money you’re, you’re, you’re paying those platforms, right?
And the only reason that he can do that is because his CEO says, and also do something for plumbers. So let’s talk about how we transition to this new world because, and this transition will work for vertical or horizontal SaaS. And what you have to do is you have to do a good thing for the company, but a dangerous thing as a CRO, and it means you have to pick a segment.
So you have to go to your CEO and say, look, We need to pick a persona, we need to pick, um, the, the, the section of our ICP, the segment of our ICP that is most valuable and where there is great public data to support the inversion of that value, which is just to say, how can we find public indicators? that customers are privately struggling with the problems that we solve.
So you pick that
Scott Barker: fear, fear drivers, people, you know, they’ll keep some up at night. If there’s data out there that are driving fear into that persona, that’s kind of what you’re looking for. Is that
Jordan Crawford: Um, it’s, it’s, a, it’s a great question. Um, the, the, the way to think about this is what are your best, um, Most cohesive unit of buyers, and it might be fear, but it could be straight value, which is like in Kyle’s case, he actually can calculate the total amount of money from public data that he could save restaurants.
And that means that he has two things. He has a qualified set. And a quantified set, which is he can say, is this a qualified account? Yes or no, right? They’re not on Uber Eats. They’re not on DoorDash, not qualified. And then he can quantify it and say, Ooh, your menu prices are 10 and they’re 50 on Uber Eats and DoorDash.
And also you have 50, 000 stars. which has, which basically is correlated with purchasing volume. Just, you know, Amazon is this way too. There’s some relationship between number of reviews and revenue. So that means that his, his segment is people that have X number of orders where there’s Y Delta, right? So that is what a segment looks like.
And the nice thing about defining that segment is then you can say, Great. We have a segment now. Now we need to find the data to define it. And it’s not industry, Scott, and it’s not years in business. It’s none of that stuff. It’s what is the cohesive unit? And how do you find it? And so, like, for example, for a company like Lean Data, who does routing of Leads and stuff in your, their segment is a complex sale and lots of volume.
So you can imagine you can’t go to zoom info, Scott, to find that. But, but you can imagine that you could say something like, well, do they have mid market and enterprise reps? Are they getting a lot of traffic? Are they selling a B2C item? Is there a PLG motion? Right. And you can imagine that answering all of those questions.
So. Now we have a segment, right? Which is just that cohesive unit. And by the way, you might have 10, segments. Um, but you just start with the cream of the crop. Um, now you have data and a segment. Well, those two things together, that’s the message. I say this all the time, Scott, the list is the message. The, the cohesive unit that, that data defines is the thing that you say.
And so, you know, in the case of, uh, in the case of the The, the, that’s a bad example, but when we were running, I think it’s segment people are gonna get confused because I said the word segment twice, one time, capital S, the other time, lowercase s, but segment, the company, um, the, the, the cohesive unit was who signed up for the startup program that had high web traffic.
Where they were coming to an end right that those three things together allowed me to say something really specifically valuable to them. And I also combine that with interviews that we did of segments customers to tell people what the private market price was so they could negotiate. So now I have a message and you know what, the message defines the accounts because you now have all of the data, you know, the message, and then because you have the data plus the message, the accounts define themselves essentially, and that allows you to scale value.
And so if you scale segment by segment, Scott, you can actually start with a message and you’re not. You’re not trying to dump that responsibility on these 21 year old SDRs to literally lead with no value and just fight for attention. And that’s the difference here in this new process. And in the rest of the pod, um, I actually want to, if you’ll indulge me here, to show you how you can do this.
Um, at least how you can build the bones of this system with just ChatGPT and their new feature, Deep Research. Um,
Using ChatGPT Deep Research to learn about customer segments
Scott Barker: for it. Let’s do it. Uh, I’m super excited. And just for, for our listeners. So you should get the gist of this. If you are listening, just, uh, via audio, you know, Spotify, Apple, wherever you listen. Uh, but this will be on YouTube as well. Uh, and so if you’re more visual learner, uh, go check out the YouTube video.
We’ll put it in the, in the show notes. Um, but I’m, I’m super excited. Let’s, let’s make it happen.
Jordan Crawford: and, uh, I will say I’ll do my best to read off these prompts and I will share this chat to BT thread with you. Um, if we would have recorded this last week, you would have seen a much more complicated process. So this is how quickly these tools are changing, but as a general matter, uh, I have kind of a principle that, um, uh.
That the tools don’t make the difference. It’s the process. So it’s process over prompts is really, really important and you don’t need a lot of fancy tools. We’re just going to use chat. We T specifically the oh three many with deep research. You only have access to this if you pay the 200 a month. Um, but, but.
I think it’s honestly worth it, it sort of blew me away, um, and what we’re going to
Scott Barker: And this is like brand new. This stuff that we’re going to talk about,
Jordan Crawford: like, I mean, this is we’re recording on Tuesday, February 4th, I think this was released less than a week ago, maybe, maybe last Monday. Um, so what we’re going to do is we’re going to start with the end.
Um, so you can actually see what a message looks like, because I think that that as the atomic unit is really, really valuable. Um, and then what I’m going to do is I’m going to walk you through the process, which I call the find process. This is part of the go to market cannonball series that I’ll be launching, which is how do you do, how do you do a go to market motion in an hour?
It’s what we’re, we’re trying to do with a friend of mine, Doug Bell. So the, the find process is focus. So you need to know ICP. We need to identify that segment that we talked about. Uh, it’s investigate. So how do you go about and find the data for that segment? So the focus is going to help us find the segment that we should focus on.
The investigate is going to allow Chachapiti to help us to say, where is that data? Now, remember with those two things, we, um, the N is narrate, right? So we’re going to tell a story. based on that segment and the data together. And finally, uh, it’s deploy, which is once you have all this information, you can then use tools to structure the outputs per channel.
That’s not just email. That could be cold calling scripts. It could be LinkedIn ads. So I’m going to share my screen now and start with the end result of the message. Now, I should say that I literally finished this like right before you joined. So this message is not something that all of the bones are there, but I wouldn’t send this exact message or just like put that, uh, uh, put that caveat in mind.
And I’m going to
Scott Barker: hasn’t gone through the, the editorial process. We’ll call it.
Jordan Crawford: yeah, yeah, exactly. Um, but all of the bones are there to, to do this. So I’m going to sort of set this up. We’re doing this for a company called Gaia.
Scott Barker: Shout out guy, incredible, uh, portfolio company, shout out Mark Andre, Steven Farnsworth. They’re just absolutely crushing it right now.
Jordan Crawford: it was, it was so great. I was on a call with them. And this is, this is like one of the best moments of my career is someone said, Oh, you know, I got this great idea. We can use job. Like I heard about this fantastic idea. We could use job descriptions. And the, the, the, the guy that was working with him, he’s like, It’s like, yeah, where’d you get that idea?
And he turned his screen around and it was a YouTube video of me. So I was like, I referenced myself on the sales call. And I was like, that is the greatest ever. It’s like
Scott Barker: awesome.
Jordan Crawford: Jordan T. Jordan up for the win.Um, so.
Scott Barker: amazing.
Jordan Crawford: So I love Gaia because the simplest platform to run your ISP, that’s uh, internet service provider for, I don’t know what you have in Canada, but that’s what the acronym is here.
Uh, and so the nice thing about this is vertical SaaS, which means we do not have to pick a segment. The segment is like, uh, or I should say that we don’t have to pick between multiple personas, et cetera. It’s like, we know we’re targeting ISPs. So customer first approach to telecom operation. So a lot of We help you with customer experience, um, like one place for your customer service reps to get, um, information, um, will increase website conversion rates so people can actually go buy your software, buy your, buy the ISP online, um, uh, Network monitoring.
So if there’s incidents will help you report with that online checkout so people can just upgrade on their on their device workforce scheduling. So technician efficiency and customer satisfaction. So if you have to send people out to go repair lines, right, and you can like manage your properties in one place.
And these guys really know what ISP, which there is no better Network monitoring. Like, you know, this Scott, the only person you ever want to invest in is someone that actually did the thing. And so they have the
Scott Barker: an unfair advantage, particularly in vertical software. If you spent time building a company that is in that vertical, like you’re light years ahead
Jordan Crawford: Yeah. So good. Right. Cause you know, and because you know that they don’t like Michelin star dinners, they like whiskey and just having that insight is incredibly useful. Okay, so let’s now pull up the message here. Uh, this is to an actual company. This is actually real. Um, Simon. I read that city fiber had to pause some city builds in Yorkshire and even trim 400 staff to control costs with 3.
5M premises past. Um. Uh, and a goal of 8 million scaling efficiently is clearly getting harder guys. Platform could help you stretch your capex further. We use AI to optimize build sequencing, for example, prioritizing areas with faster take up to start generating revenue, which could find which could fund subsequent builds.
We also provide real time visibility into contractor performance. If a build partners falling behind or over budget, you’d see it in the dashboard and you could course correct instead of blunt pause that cost a year. In short, we turn your mirrored build data into actual plans to keep the road on track despite economic pressures.
I’d be happy to share this work for another fiber builder facing similar issues.
Scott Barker: Wow.
Jordan Crawford: look, I mean, no, one’s going to send that exact email. Like it’s a little bit too long. It, it, it doesn’t exactly, um, uh, connect, but, but let’s talk about the
Scott Barker: bones are, the bones are there,
Maximizing your sales team’s efficiency with AI
Jordan Crawford: Yeah. So it’s like, okay, we actually talking about a problem that they have, right?
Um, we know where the problem is. Um, we know that they’ve laid off a bunch of people, right? So we have multiple data sources here. Um, we also know how many premises they’re paused. So, um, now this isn’t my industry. I don’t know what that means. My guess is that they just aren’t doing build outs or something yet.
Um, and so, you know, that they have a problem and here’s the thing, the pitch. You notice how, like, if you go to the website, they could have talked about customer service, right? But that’s not what this, that’s not the problem that CityFiber has. Right. It’s like the, the, all of the public data said that it is about this Yorkshire thing and that they are have some of these issues are paused.
Right. And by the way, we, we wrote a lot of these emails. So, um, another one, right? Marwin, I saw that charter had to hand back 133 rural areas from your RDOF, uh, commitments about 2 percent of the total. I think this is these RDF commitments. I think that, uh, this is like a federal fund. Um, likely due to high cost or execution hurdles and the push into rural builds is reportedly nudging other network upgrades out by six months.
These trade offs are painful and public. Great line Chachapiti. Gaia can help Spectrum maximize this build efficiency so you don’t have to forfeit opportunities. And then, you know, it goes into a little bit of a pitch here about what they do. Um, we, Oh, here’s, we can even flag project at risk of delay. So you can address issues before they require returning funds.
Scott, these people had to give money back to the government. Everyone knows that that is the worst feeling in the world. Um, if charters have is in billions in rural expansion, a data driven approach to de risk those builds might be a game changer, which again, chat, UBT game changer, you know, obviously AI should we, shall we discuss how we can support that?
So, you know, I talk about this being the world’s smartest 12 year old, and this message is amazing. Um, the bones are there, um, and now in the, like, the next little bit here, I’m going to show you how we get there. But I wanted to pause there so you can, like, ask me questions or, um, talk about sort of what, what your thoughts are here.
Scott Barker: Yeah, I mean, it’s kind of just blowing my mind that this is coming from ChatGPT. Um, and I know if I tried to get ChatGPT to write me something like this, it would not come out this way. So there’s obviously, you know, just a ton behind that I’m excited to kind of unwind. But my one question is Um, and you mentioned you’ve got this workshop coming up that you, you truly think you can build like a, a go to market program in an hour.
Um, for, for these to get to this, um, quality of message, how long do you think total you, you spent on this?
The importance of process over prompts
Jordan Crawford: There are maybe four prompts here. and to get, this is why, this is like one of my core principles is that process over prompts. The process matters so much more. And actually, you know what, I didn’t even write the prompts. I had Claude write the prompts for me. So every time I think I should do work, I’m like, but AI could be doing work for me.
So, um, but before
Scott Barker: what do you mean by process over prompts? Break that down a little bit for
Jordan Crawford: Yeah, sure. So people will use chat to be T like they use like to use Google and Google. You ask a question, Scott, like, how, how big is the Toyota Tacoma or like, like, you know, you ask these like one off questions, but let’s actually talk about. A better way to talk with chat to be team, uh, or I’m, I mostly use Claude until this deep research thing, but really what you can say is I am a CRO.
I’m trying to think about the best frameworks to accomplish X goal, list out those frameworks for me. Right? So you’re warming up the chat. It’s like, great, here are the frameworks that humans use to solve that problem, which I would, would never known that. And then you say, great. Now, what I want you to do is I want you to write a prompt.
that will solve this goal. And then Claude will just go ham and Claude will be like, Oh, okay, well, you need to consider this and consider that and do this. And it’s like, Oh my gosh, Claude thought of better ways to talk to Claude than I would. Um, and then you can say, great, now do that. And so this is why I talk about this as the world’s smartest 12 year old is that.
You need to give it context on your problem. You need to say, well, what, what questions should I ask you? And you can have, so AI is the world’s greatest bullshitter. It, it really, uh, and this is sort of another one of my principles is that you are the guide, not the river. And so you’re there to guide the AI and to be a critic of what it comes back with.
And it’s, Scott, it’s so hard because The bullshit is mixed in with brilliance and you have to be like, Ooh, that’s bullshit. Like these emails. If you didn’t, if you weren’t a good editor, you would either a like send them as is, or B you might even throw them out instead of saying, Ooh, actually this is good.
This is good. Game changer. We need to remove that. That word doesn’t really wake anyone up in the morning. Um, yeah. Yeah.
Scott Barker: Claude, no, no more buzzwords. Can’t, can’t do buzzwords anymore.
Deep dive into prompt engineering
Jordan Crawford: Well, or you could say, Claude, I want to write a message that doesn’t sound like any cold outreach ever. I want it to sound like a friend, um, help me think through what I would prompt to be able to get a message like that. And then Claude’s like, well, you would do blah, blah, blah. It’s like, great. Now write that pump.
Now execute that prompt. So. Let’s dive into the actual prompt process here. Um, and I’ll walk you through. I’ll like, I’m going to read some of these prompts, but I’m not going to read it all because our listeners would go to sleep. They would ask for a refund. Uh,
Scott Barker: But if they want to get their hands on some of these prompts, um, where’s the best way to do so?
Jordan Crawford: I’m actually gonna, well, two things. I’m going to share this actual GBT chat so that, um, uh, so that they can access that. I also have an upcoming course called who to target and what to say. It’ll be about a thousand bucks, I think, um, and we’ll have like 60 or so of my prompts, um, and the process with which to execute them.
But this chat, you guys can just, uh, uh, I’ll share and you can just take it.
Scott Barker: my friend.
Jordan Crawford: Um, yeah. Okay. So, um, this is like a wall of text. Um, so I’m, I’m not going to read it all, but I’m going to talk to you about how I got this wall of text. Um, basically the way in which I think about prompts are, what would a human do?
So if you were coming in and maybe Scott, I’ll just ask you this question. If you were coming as a CRO, uh, into a company, what’s like the very first thing that you would do.
Scott Barker: I would want to talk to as many customers as I could and talk to as many of my teammates as I could.
Jordan Crawford: And why is that the place that you start?
Scott Barker: I need to gain as much information as humanly possible to. Be able to do my job effectively.
Jordan Crawford: Exactly. This is the first F that we’re going over, which is the focus. You need to find this information. Um, and you need to focus your efforts on understanding customers, understanding the, the, the, what the customer says and their reality is where you need to anchor all of your work. And the two people that know that best, of course, are the sellers and the customers.
So that’s what this prompt basically does. It’s like, go find the market position. Um, what is, so figure out where is their market position? What’s their current customer reality? Go map out the, the buying journey and decision making process, um, which I had never even thought about asking. What’s the competitive landscape?
So go in user forums and social media, right? Again, I asked Claude to create this. I can zoom in. Every time I see someone like leaning into their screen, I’m like, oh, I need to
zoom in.
Scott Barker: my nose hairs. no, this is just, it’s fat. It’s truly fascinating. And it’s like, It’s surprising when you let your mind expand how much public data there actually is. It’s just not sitting on your typical platform that you go by and have access to.
Jordan Crawford: And Scott, this is a great point because think about this. There’s so many breadcrumbs online, but they’re everywhere. They’re spread out. And to date, we haven’t had a way to collect all of that information. And even the best AI agents of today, like the, I run, I sell a 300 course on how to build, um, AI agents and, um, Even those AI agents have to be ultra specific and broken down into very small steps.
So you can’t ask an AI agent, go to market for me. Um, you have to ask it a question like, what is Scott’s last name? Uh, something like ultra, ultra specific. Um, Okay, let’s dive back in. Um, competitive landscape. So where do they exist relative to their competitors, um, market context and dynamics. So what’s the market forces of targeting their customers, right?
We had talked about things like federal funds, which, you know, I didn’t even know that there were federal funds for ISPs. That makes a lot of sense. Um, what are their customer success patterns? So what defines a customer success, like a really great, happy customers? Have they talked at all about their own go to market execution?
So maybe they’ve talked on LinkedIn and made posts to say, here’s how we’re doing it, and then please provide specific evidence, direct quotes, data points. So this is why I, I couldn’t even, I did not write this. I asked Claude to write it with my goal in mind. And I basically said, yo, Claude, I have another AI agent whose name shall remain nameless.
Because I didn’t want to tell Claude that I was cheating. I was cheating on her. Yeah. Which is very important. You know, I,
Scott Barker: angry?
Jordan Crawford: No,
Scott Barker: have to have some emotion built in just for fun that it, it gets bugged.
Jordan Crawford: well, actually, the funny thing is that there was some research done relatively recently that said that emotion improves the quality. So I always say like, my job is on the line, like do this.
And so I just joke that once artificial super intelligence comes, it’s going to come for me first. Like here lies Jordan Crawford. He should not have said those things to AI, right? Like that’ll be on my tombstone. Okay. So one of the things that AI does, which by the way, this is the only model I’ve seen that does this, and you should adopt this in your process.
It’s ask me questions. So, you know, the, the, the models, um, the primary way in which these models respond is hold my beer. And so you can ask it a question that you say, great, but tell me, uh, exactly if I were to walk to the moon, how many steps I would take, it’s not going to, it’s not going to say. This is a crazy thing.
Maybe you like, how big are your strides? Right? Like how fast can you, can you breathe and can you breathe in space? Right. But this new, I’m using Oh three mini high. And, uh, and I clicked the deep research and it said, are you looking for high level strategic over, or do you want granular details? I’m like, Oh, great.
I didn’t tell you that I want granular details. It’s like, do you need a historical perspective? I’m like, no, I don’t care what they did in the past. I’m selling to today’s market. Do you have competitors in mind? Now, if I did my work and I was internal, I would be like, I do have competitors in mind. Look at this, any particular industry or region.
And I was like, I don’t know what, who do they focus on? Go to the, go to their website and determine that. And then are, this is amazing strategic intent. Are you looking at them as a competitor partner investment or acquisition target? And I was like, none of these, I’m actually trying to build a go to market strategy for them.
Right? So knowing the intent is so, so, so, so key. And I, because I outsourced my prompt to Claude. Chatty, but he’s like, Claude didn’t really do a good job. And so it’s like, great So I just used a tool called super whisper. So it’s basically, you can talk in, I can say, say hello to Scott for me. And it can, oops, I wasn’t in the say hello to Scott for me. So I just talk and it just, uh, will. So that’s what I did. I said, I don’t need time sensitivity just so I just said all the things that I said. And it said, great research completely in 16 minutes with 24 sources, Scott, like go find me one BDR that’s ever done that.
Scott Barker: Yeah.
Jordan Crawford: And then I’m, I’m, going to
Scott Barker: Cause it’s almost like it’s, it’s the. Going back to your example of like, Hey, you’re a CRO. What is the first thing that you’re doing? You know, you go in and you’ve got all your other executives around the table and you’re like, all right, how’s, how’s the business going? Well, each one of them are going to ask you a series of questions.
Like what, what do you actually mean by that? Do you want to know how our churn rate is looking? Do you want to know how, you know, what our CAC is? Like they’re all going to give you these different things and then. You know, then they’re going to define that it’s going to take them a lot longer than this.
And then they’re going to go find and pull all the reports and everything. And then maybe like three months later, you’re somewhat up to speed.
Future of outbound sales
Jordan Crawford: you’re exactly right. And this is how we have conversation, right? People will say ridiculous things and you’ll be like, what ridiculous things specifically do you mean? It’s like, I mean, this ridiculous thing, it’s like, Oh, that was a different type of ridiculousness than I thought. You know? So that’s kind of how we work in conversation.
Right? No one just, if you’re, you, you would be pretty insane if you just tried to answer that question. Right. People would look at you like the question is bad. So you have to format a better question so that you don’t provide a 10 minute. I was on a call today that was exactly like that, where I was like, here’s what we can do with bad sales, I guess.
But I was like, we can do this thing easily. And it was like, check out this rock. This is the greatest rock. And he’s like, Jordan, I’m in the market for an orange juice. I was like, Oh, why did I just talk for like 20 minutes? Jesus. Um, this is terrible. So. So that’s what we’re doing. We’re on the focus thing, which is like, where do we, we focus?
And so this is like a chef identifying their signature dish. Where should Gaia focus? So basically it’s like, look, okay. ISP, uh, this is like regional providers. It goes into, it’s like, Oh, great. Like they sell into Canada. Here’s the current systems and workflows. I’m going to, this is like too much. This is a deranged amount of tech.
So I’m not going to like to read through all this, but. I’ll read through the headers sort of pain industry, right? And it’s actually citing the website here. Um, it’s actually giving quotes, right? A Canadian ISP found its original signup process. So cumbersome that only 20 customers per day completed. They later transferred into an e-commerce style online checkout and saw signups jump six X to 120 a day.
That is amazing. And, uh, and this is just on their case studies page, but the power of this sentence is incredible because remember, this is a segment that we can back into data. You can use a tool like a similar web to find traffic so you can score all of the ISPs in the country. using a similar web. And you can say, great, I know that you have X.
And by the way, you can find their form, Scott, you can find their signup form, and you can see if it looked like this Canadian ISP. So you can feed in that form that they, this Canadian ISP had. Before, and you could say, this is why it sucked. And here’s our form. And this is why ours doesn’t suck. And you can deploy an AI agent out in the world to all of those things for about half a penny a row and say, go find me all of the ones again, segment go find me all of the individual companies with really, really shitty forms. Um, and so that’s. And I would have never thought about that if I hadn’t had this summary, but let’s like continue on. You don’t have to be, I mean, I see this because I’ve been doing this since like 2016. My business is four years old, but I have been doing go to market engineering stuff for a long [time.
Scott Barker: I will just say, if you’re not on YouTube, go to YouTube right now, because it is genuinely blowing, blowing my mind.
Jordan Crawford: okay. So let’s keep going with this. We’re, we’re, we’re, you’re going to be able to get the full chat, but I’m just going to kind of read off the sections in this focus section. And the focus again really is about, uh, understanding the, all of the contexts that, you know, Scott, we were talking about the, that a CRO would need before you’re not going to go into day one and say, send this email out.
This is like ridiculous. Right. So. we like market positions, how they position themselves. So I, I said like, what are some triggering events? Um, so like, when do these ISPs actually like look for things? Um, uh, what is the research and consideration? So how are people evaluating this? And it’s like saying like, look, one community broadband leader, AU wireless described that they reviewed a wide range of solutions and compared all major vendors.
And they had specific criteria, which is billing and support, a better ticketing system, reducing workload. So this is just like finding a andom place on the internet about, um, buying, like you would never do that, right? Like there’s a community, like what software would you guys recommend day to day? So this is like a Reddit thread.
And they said, great, like, here’s like the pros and cons of each. Um, here’s a user that tried several systems. We switched like better software and better support. So this just goes on and on and on, and I’ll just kind of keep scrolling, but buying committee and decision factors, um, implementation, rich, what are feature gaps?
Um, how do people think about vendors? What are the competitive landscape? Um, like it overviewed what people think of their competitors and how all their competitors are charging based on like random Reddit threads, right? Um, and this power code. So it goes on and on and their, their
Scott Barker: will say anyone who is looking for a new job also run these exact prompts and you’ll be the greatest interviewer that has ever existed ever at their company.
Jordan Crawford: Well, and Scott, it’s a great point because you can do this and you can, and if you’re applying for an SDR job, you actually could write an email, you could get a customer. And start your SDR job with a customer and say, Hey, Scott, I know you’re hiring for the go to market fund. I’d like to work as an SDR fund for you.
And I have found a company that I think that would be a perfect investment for you. They want to chat like people that will blow people’s mind, right? Like which SDR has ever come in with a lead in tow. And you could kind of do that. I mean, I don’t know anything about Gaia and I could do that with this process.
So anyways, this goes on. Like other competitors, um, other solutions, customer perceptions of Gaia, which is great feedback on competitors. So, um, like broadband trends. So what’s happening? What are the regulatory and technological shifts, right? ISPs are great. Uh, for this, because if the, if the government mandates you do something, that’s a great segment to start with.
So anyways, this just like goes on and on. And this is really important because this sort of warms up the, um, the model here. Uh, so it really brings all of the context of the model. And by the way, you can copy and paste this into Clawd because this output, I think O1 pro can give you a hundred thousand tokens as an output, which tokens are just portion.
You could think about them like words. And. Claude can take in 200, 000 tokens in any given time. So you can just paste this into any other model that you want. Anyways, messaging, positioning, pricing, and packaging. It goes on and on and on. Um, and we’ll share this with you. So global expansion tactics, um, information gaps, right?
Here’s like, Oh, basically this is amazing. It’s like, look, there’s some information that we don’t know. You need some primary research. So now chat duty is like. Telling me to do my job. It’s like Jordan. You didn’t do your job. You need to go like learn a little bit more So it’s so great So we’ve done the focus piece now, um, but now we need to kind of, um, investigate, we need to investigate data sources.
So I have this prompt called the S. A. T. method and it stands for sort of scale and coverage. So we’re talking about data sources. So the investigate is really how do you source the finest ingredients. And in this case. It is the data, and I built this prompt with Claude, um, and it is a methodology to, to get scale and coverage, access and structure and targeting power.
So let me break down what that means. You could think about ZoomInfo, right? ZoomInfo has scale, sure, um, access and structure would score low because you gotta pay for it, and the targeting power would be low. So for Gaia, The most thing that ZoomInfo is probably, and I don’t mean to pick on them, they just, you know, they don’t focus on this particular niche.
And most data providers, um, that B2B companies have don’t focus on a niche. So the targeting power of ZoomInfo would be low because we can’t determine things like, you know, who is, who has a bad signup form, right? ZoomInfo doesn’t tell us that. Apollo doesn’t tell us that. So this, this whole investigate piece is like, here’s exactly how you want.
I want you to score this. Um, and I did, again, I said, uh, deep research. The first thing that deep research does is it asked me, what’s the primary use case? Like, should I, like, what’s the geographic scope, which is amazing because Gaia does target internationally. What’s the industry focus? Um, are you looking for free or public investment, um, publicly available data sets or paid?
I was like, yeah, I want free. I always want free. So I talked a little bit and I said, great. I, here’s what I want. So I give it answers to that. And then it says, great. It spent seven minutes looking for sources and it said, great, we’ve got an idea. It’s like the FCC broadband deployment data. So the national broadband map, good old form 477, your friend, your best friend in mind, form 477, wake up in the morning and you’re like, I get to fill out form 477.
So it goes through a bunch of data providers, Canadian ISP, um, Intel broadband provider. So just a, a ungodly number of providers here. And as it gets to the end, like, Oh, speed intelligence, right? So if I know how fast your network is going, that probably has huge implications for any variety of, of tools and technologies that you’re going to need.
Um, so anyways, we don’t have to go, it, it even talks about like zoom info and it’s like, here’s, well, here’s like where zoom info is good, but. It’s not going to get you A, B, C, or D. So we’ve got focus and investigate. Uh, and remember, you can always listen to this on slow, slower speeds if I’m jamming too much.
Um, okay, great. Now we’re going to talk about narrate. So I said, look, I want you to do is tell me how I should configure these datasets or which columns of enrichment would allow me to message portions of this list in a different way. So it’s like, great, let’s evaluate the datasets. Um, so what we’re doing now is we’re trying to figure out.
How does the data connect with the message? So we’ve done focus, which is figuring out exactly who to target. Um, investigate is like, where do I find that data? And narrate is describing the focus and investigate stages. So it’s like, great, you know, we can look at the. These regulatory data sets, we can look at the subscriber count, which they’re required to report on.
We can look at revenue per employee. So we can sort of run that math and say, Oh, they’re not very effective because they have a bunch of, you know, their reported revenue is low relative to their employees, speed test data. So what’s their latency, which means they’re probably working on things, which has implications for there.
Are they sending real people out in the real world to do real work. Um, So it’s, it basically, it’s like, Oh, great, high growth, midsize and ISPs, which is a reasonable thing. But I said, no, no, no, no, no. I want you to structure this Scott by problem, not by what am I going to say to a mid market ISP? And so, great.
I said, do pain point segmentation, right? So high growth does not work as well as customer service struggles, right? I’m going to say different things. To a company that has customer service struggles versus network performance issues, right? So I can tailor my pitch to the exact feature that guy offers based on the public problems.
So I talked a little bit more and it said, great. Now it’s going to navigate sources for customer service struggles. Network performance issues, regulatory compliance, and infrastructure expansion challenges, which means these are segments, Scott. And I didn’t even pick them. I let Chattopadhyay identify them.
So it basically said, we’re going to do this for four segments. And then of course, I said to Chattopadhyay, remember, I don’t do work. You do work for me. Well, you do my work for me. And Chattopadhyay is like, hold my beer. So. I researched, spent eight minutes here. It looked at 21 sources and it said, great, here’s exactly where I would find that better business bureau.
I would look at like Ofcom in the UK and CCTS in Canada are prime examples. They have to, they report on telecom complaints per a hundred thousand users. So they actually tell you how bad people hate a service, um, which is You know, it’s, you know, it’s funny, Jordan. I got to, I got to jump in because it’s, so I kind of like, and this is way oversimplifying your incredible method here, but, um, my first BDR job ever, I, you know, won all the. To be, you know, the number one STR in my first month. And it was not because I was exceptional in any way.
Scott Barker: I stumbled basically upon this. We were selling payment processing software and no one in the company had thought to look up the new business registry. We were all, we just, we’d create random lists and then we would try and get them to switch. And I found these lists everywhere that were new business registries and they needed new payment processing because they didn’t have one yet.
And so it’s kind of the same idea. If you find the people with the pain and you can get access to that data, you know, it’s, you’re not even selling anymore, you know, you’re just,
you’re you’re consulting and solving problems.
Jordan Crawford: That’s exactly right. So anyways, it goes on and on, right? How do these map in whenever performance issues? Well, speed performance and data outage trackers. So you can see how often are they down? Um, so when exactly are those outages occurring? So it just goes on regulatory compliance.
So here’s like the FCC actually report on enforcement news and when they penalize providers, right? So pretty amazing. Like, yeah. The FCC find a small ISP in Ohio, 10, 000 for farce, for farce, for falsely reporting its broadband coverage. Uh, sounds like that was a farce legal databases. So it just goes on and on and on.
And there’s a bunch of really great things like, okay, well, how does this help us? And it’s like, keep going down. Cause you’ll, we’ll, we’ll, we’ll share this and. It’s like, great, you know, what do we do now? I said, great. Now what I actually want you to do is go find actual real customers that are in that bucket.
Go tell me exactly who they are. What’s, what’s like name five, go find the data that there means a good fit. And so it’s like, great. I’m going to find the data that validates which they belong in the pain point segment. I’m going to identify the right decision maker and write a data backed message. Like this thing just did your job.
I just did my job. I’m, I should apply as a SDR for, for Gaia. So it’s like, Oh, Look, Tom, um, oh, by the way, I love Tom. Tom, Tom always helps me. If you ever have a Comcast problem, just Google, contact Tom Karsenshack or something. And that’s like the best way to get any Comcast problem. You can write his office directly.
Um, so.
Scott Barker: Is that a serious thing, actually?
Jordan Crawford: Yeah, it’s a real thing. So if you ever had Comcast, like it’s like contact the office of like their customer experience. So it’s like, Hey, I saw though you’re never going to say this. I saw customers rating of just 1. 3 stars with commented about broken support. That’s a massive red flag. See, this is where good editing, you never want to attack the people that’s going to pay you.
Right? Um, uh,so this is an example, like one client complaints by 36, 30 percent in six months, right? This is where you’re not, you’re never going to say something like this. Um,
Scott Barker: they know the problem exists and now you know, the problem exists, so you, you don’t have to draw attention to it necessarily, but it is incredibly helpful information for what type, what type of products you’re going to pitch, how you’re going to pitch the
Jordan Crawford: yeah, yeah, I mean, like, look at this, like in 2019, your customer monthly churn spiked to 2. 24%, far above industry norms, reviews frequently spike customer services trash and unresolved issues. So it’s like, great, the data caught my eye, one of the worst in telecom, like you would never do that. But this tells me many customers feel burned.
But you can see that this is actually taking data about a thing that’s happening, adding Gaia’s pitch that is relevant to that exact. problem. Um, and you know, in this case, it’s a relatively, uh, small ask. So you can see we’re, we are not going to get to the deploy, um, with apologies to Matt Damon that we have to in this, uh, we’re not going to get to the deploy.
I haven’t actually done this yet, but the deploy piece is really, how do you structure this for multiple channels? So it’s a really simple thing. You just can say, yo, chat, UT, I want to deploy this type of messaging to a bunch of different channels, and you’re going to use some tools to do this, but, um, but that’s kind of the process.
Yeah.
Scott Barker: that we’re going to have to have you back, uh, because that was incredible and I get asked all the time, you know. What’s the future of outbound, what is working and what you just showed me there is unequivocally the, the future of, of outbound and it’s, it’s really cool. And, you know, you’re really on the curve.
Cutting edge of this stuff. Um, and I’m excited for you to build more frameworks and, and share with the world. Um, and yeah, I, I would suggest everyone listening to this, you know, go follow this guy on, on LinkedIn, uh, blueprintgtm.com is your website as well.
Jordan Crawford: Yeah. Yeah. And LinkedIn, it’s just linkedin. com slash in slash Jordan Crawford. And I do have a YouTube channel too, which you can, you can see a lot of shenanigans on there.
Scott Barker: I love it. Well, I appreciate you, man. Appreciate you being a part of the fund and sharing that big old brain of, of yours with us. And, you know, for our, our listeners, I know that was, you know, probably a lot to absorb. Uh, I would go through that one a few different times. Uh, but definitely something to get your whole team around and talk about this.
This is the future. Um, and you know, I say it every week, listening’s one thing, executing something totally different. Hopefully you actually put these into action and we’ll see you all next week.
Jordan Crawford: Yeah, and one thing I want to say is that the go to market fund is the greatest group of operators that I’ve ever had the privilege to hang around with and to chat with. And the retreats are just incredible. If there, I had one company that I advise say to me, Uh, they are the most valuable investors on my cap table and they aren’t even on my cap table.
And so this is, I know this to be very true. So if you can take their money, um, uh, it is the best money that you can take. And they’re one of the, uh, greatest group of folks. So, um, I, I suggest that, uh, you do all you can to get involved. Thanks so much for
Scott Barker: thank you very much, man. Really, really appreciate that. And I, I have a feeling I know who that company is and it will forever hurt my heart that we, uh. We didn’t get in there earlier, but, uh, we’ll, we’ll support him no matter what. Uh, appreciate you, Jordan. Have a great rest of your day and, uh, I look forward to seeing you in person soon.
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