Bridging the Gap: Aligning Sales, Marketing, and Growth with Brittany Mosley

Laura: All right. Well, we have Brittany Mosley here today from Rosy Finch Marketing Company. Welcome.

Brittany: Thanks for having me. I'm excited to see you both.

w with your own company, you [: 00:01:00

Brittany: Sure., so I fell into advertising and marketing by accident., after I finished my drama degree at the University of Washington, I was looking for a job and found this great little agency in Seattle called AdMark Services, where I met Laura and she gave me my, my first marketing and advertising job.

, but what I

Laura: Oh, shucks.

Brittany: And what I really loved about working there was getting both the strategic and hands on at the exact same time was such a cool experience. You were learning as you were doing. No day was exactly the same. Strategies changed based on different clients. And we got to work on some very cool clients back in the day.

e. After doing a short stint [: 00:02:00

A. with my husband. And started leading very big accounts,, at global holding company agencies., I led the T Mobile business, I led the TikTok business, launched them into market. So, even more wild and fun stories. but the thing that I found about working at big agency, especially compared to like scrappy, innovative, true relationship based agencies, what it was so mired in process and upselling technology that was subpar and, really trying to just maximize the dollar coming in.

To the client, or to the agency, rather, while,, doing very mediocre work., and I think also being on agency side, too, we,, you're, you're, but a small part of the ecosystem of growth is the way that I put it. You are an input to the machine. And I was very curious about how the rest of the machine worked.

B FinTech [: 00:03:00

s there's no reason for sales and marketing and all these different pieces to combat. We all just need to put them on the same roadmap together,, and drive them towards the same outcome. And when we were able to do that and fix those holes throughout the entire process, everybody's more successful, right?

, you know, we hear things like, you know, my agency sucks. And I'm like, maybe. But it's probably you. You probably have absolutely terrible inputs., or you're not giving feedback, or you gave them a false KPI. You're not telling them how the business is running. They are only as good as the inputs that you give.

n input to the machine., so, [: 00:04:00

Laura): Oh, that's cool. So, when you saw a disconnect between sales and marketing, give me an example of that,

Brittany: yeah, . I think the simplest place that I always see this starting is, um, is lead quality. It's always sales pointing to marketing saying your lead

quality is terrible and marketing pointing to sales and saying you're not doing your job and closing the deal. My lead quality is great.

Laura: hmm.

riverside_brittany_mosley_compressed-audio_the_paid media play_0063: And, and that is the inherent disconnect I find in those relationships where it's who cares. Fault it is. It's both of your responsibility. And so we need to work together to drive that outcome. And so yes, maybe it is the lead quality, but is it, is it how we're vetting

leads? Is it questions that the BDRs are asking leads?

sue versus just pointing and [: 00:05:00

Laura: Yeah, exactly. , we had a client that the sales guy kept saying that, he was getting a bunch of crap leads. He didn't get any leads. And so we made him get a CRM and we made him get his calls., and, all the communication, with the potential customer was, , in this CRM.

So you can see that he waited a week to contact all of these leads for a home improvement type store that people are just kind of impulse calling. And they're going to get back to the first person. who gets back to them probably. And so that's the kind of thing we learned.

Brittany: Yeah.

Laura: You got to get some

Brittany: But that's a great example of, what Rosie Finch does the problem you heard was our leads are crap. The problem actually was. There was no accountability to sales to follow through on those leads and no mechanism by which to actually measure the lead quality besides verbal feedback.

[: 00:06:00

Like =, that's also very fixable with human behavior and change, but not necessarily marketing's problem. But marketing is also accountable to the same goal. So we all have to be able to look at it together

Laura: Yep. Yep. Absolutely. Like we didn't have initially the CAPTCHA on the Um, page. So, there was some shit, crappy stuff going through. And so, you know, we, we learned, I mean, that was a while ago, but we learned, you know, duh. Why did we have that on the landing page?

g and lending. And they want [: 00:07:00

What do you need to get somebody to qualify somebody enough to start the relationship? It's not all of it.

Laura: Right, right, right. Like a long questionnaire you're saying when in reality you want to have a conversation.

Brittany: Yeah, I literally just want to know name, business, annual revenue, and what you're looking for. That's enough to start a call, pass the salesperson.

Laura: love it. It's efficiency for a company. And what size companies are you focused on?

Brittany: it's very established banks who are struggling to maintain marketing budget because they can't hold accountability. That's a big one., and a lot of FinTech series A, series B, like you are at this

ome in as the catalyst point [: 00:08:00

It could be it's time to invest in tech. It could be you have a founder who hired way too many sales heads and. That sucks, but, your CAC is too high. And that's something that we have to look at because commission counts as part of CAC. So, there's a lot of those different levers, but really quantifying and bringing to light all those problems is our sweet spot.

And then we obviously have the capabilities to go in and fix all those things as well.

riverside_laura_szczes_compressed-audio_the_paid media play_0062 (1): I love it. Do you, what is the thing in your, that you're really proud of so far? Like a project or, um, uh, software that you developed or something that you're just like, Holy crap, I'm so glad I got to do that because I really helped

Brittany: yeah.

riverside_laura_szczes_compressed-audio_the_paid media play_0062 (1): I know you guys have only been around for like a year, right?

Brittany: two years officially.

ole or as a growth role was, [: 00:09:00

You know, the leads aren't coming through. And when I got there, what really was the problem was you had a sales team of like 16 people and five BDRs. You were bringing in, you know, 10 deals a month. Your CAC is in the hundred K plus, not to mention you made a technology switch middle of your busy season and you've lost thousands of leads because those two technologies aren't talking to each other.

So once I got my arms around all that and they had it, I was able to say, Hey, centralize it with me. Like I want sales. I want marketing. I want customer success because I think all these things can work better together versus separate leaders in this space. Um, so we brought all that. And then I said, turn it all off.

entire ecosystem sing. So we [: 00:10:00

Um, and the outcome was getting that CAC from a hundred K. 500, which was sub, sub where they needed to be. And then we were able to see volume growth month over month, over month through some creative, like messaging and refining of that. Um, so that's a hugely stark number, but I would say that's something I'm super proud of.

Lisa: Do you find that the kinds of things that you notice and recommend are taken better from what's sort of a neutral third party than either of the two sales or marketing pointing at each other?

do we position ourselves? I [: 00:11:00

And Coming in and being able to speak the language and saying we're switzerland.

We're going to start with your c suite I'm going to pay equal attention to your revenue officer your marketing officer And your CFO and your CEO because all of them have stake in this and then be able to serve the needs of everybody helps create that sense of neutrality. . So yes is the answer, answer to your question, for sure.

, but it also helps everybody. It's almost, it's almost like company therapy when we first come in. It's like, tell me what your struggles are. Let's figure out how to connect the dots together. And everybody feels heard. And then we can all sort of move past the, the garbage. And then get to the solution quickly.

you look for first when you [: 00:12:00

Brittany: Every situation is unique, which is what I love about it. , challenging to scale, we're working on that. , but we start with a couple of key pillars. We start with like interviews and people. What do you think is happening? We then do technical audit. Everything from your customer flow, we'll go through the whole thing.

We'll do all of your competitors. We'll look at your competitor landscape. Say, what does your motion look like? Your go to market and growth motion versus your competitive set? Who's doing well and who's doing not? We then look at the numbers and quantify what that is that it looks like. And then we pull all those pieces together and say, you know, we heard what you're doing in marketing.

We heard what you're doing in sales. We heard your problems. Here's how we see those problems reflected in the numbers. Here are some things you might know and some things you might not. Um, but we really try to start with a very heavy quantitative base of what's actually happening with your numbers and your metrics in your business.

now, your competitors doing. [: 00:13:00

So that's, that's how you present that in a way that's swallowable.

Laura: yeah, you just have to say it, yeah.

Brittany: Yeah. And I'm not telling you your click through rate's bad. I literally don't care. I talk about that all the time. I don't care about your click through rate. I care about your conversion rate and your CAC. And, you know. Your CPMs might be fantastic, but if you can't push them through because your product sucks, I

can't help you. CPMs in the world are not going to fix that.

ersion. And, you know, I've, [: 00:14:00

the conversion, that measurement piece is not freaking happening half the time.

Brittany: The thing about especially smaller companies too is that they feel like the measurement piece is so unattainable. It's like, I don't understand that. I have all this data. I don't know what to do with it. It's not that expensive. And it's not that hard to put a CRM in place, something inexpensive like HubSpot to just say, Hey, I want to centralize all these things in one place.

g to attain. It just takes a [: 00:15:00

Laura: that's exactly right.

and Have a problem, we've identified solutions, but because they see us as, I don't know, trying to cover our own ass, or whatever, they kind of dismiss our suggestions. Uh, instead of coming from that neutral third party, where it would be a lot more impactful.

Brittany: the agencies. Like I hear this. I feel like my agency sex is one of the things I hear the most. And sometimes you have to hear it. Like I used to work at an agency. I can tell you exactly what their contract's doing, how much they're charging you, what they're doing on the back end. I'm not afraid of doing that.

But, it's, it's a harder pill to swallow to hear that it's your fault, but, like, attention audiences, nine times out of ten it's your fault, and firing the agency is not going to help solve that problem. The agencies have the capabilities, but you have to give good feedback. And a good agency will tell you that.

Laura: I [: 00:16:00

Brittany: that we run into a lot with clients, and we're working with a fairly large client on their pitch right now. And one of the things that comes up is tell me about your measurement and your data spine. And we sort of blew their minds the other day when I was like, tell me about your measurement and data spine.

Like, this is your data. This is your business. How are you centralizing it and holding it accountable if you want to use multiple partners? And they sort of stopped and they were like. Oh, I was like, yeah. So like that might be worth an investment. And frankly, you give an agency less power. If that's something you worry about that, they're not owning all of your business results.

u do that feedback loop. And [: 00:17:00

Laura: there's different people internally also handling each one of those. So there's no, and then that's it. There's a lot of silos in , bigger companies.

Brittany: Yeah, I mean, literally if I was in that meeting with you, like even as the agency, I would be like, who cares? Tell me what your business looks like. Plan for business outcome.

This is why you're there. You're that third party Switzerland.

Inherently, psychologically, the marketing agency relationship is you work for me, you do what I want you to do, you know, and I will take your input, maybe, but ultimately I am driving the bus and you are just co piloting with me.

Brittany: Um, and that's, that's what I really want Rosie Finch's role to be, is to say, hold on a minute, bus driver, you are taking the wrong route. Like, Let's stop and re evaluate how we can have better inputs to do this all together.

clients? Or is it more like [: 00:18:00

Brittany: Both. So we usually have longer term projects with clients who are building their go to market function. , so we, like we have a couple right now where it's literally , you know, we we need all the things. Okay. So here's the order of priorities We're going to build marketing and sales infrastructure in q1.

We'll do that for you We'll help you hire it and then we're going to move out. It's it's never our intention to be there forever , but we also do you know shorter term couple month contracts usually they're like 6 to 12 months because it's Change and change management in your organization once you uncover a hard truth is not easy.

And, you know, our goal is to help coach you through how to communicate those things, how to feel more empowered talking to your vendors. Do you need to choose a new agency, , to help provide coaching, confidence building, and then, you know, the communication skills to be able to be more successful in those relationships.

what it was like to work at [: 00:19:00

Brittany: Wild is I, I am, I am so grateful for my time at a holding company and on initiative because they were at a time where even though you had the backing of a global entity, you still got to operate really scrappy. So the LA office had its own new business team, you know, things got delegated to us. New York definitely saw it, but it was like, you kind of have rain to do cool shit.

Um, so, you know, from pitching, we pitched TikTok before there. Name change from Musical. ly to TikTok was publicly announced. We had a week to do it, and the goal was tell us how to spend our money without looking like we're spending our money and trying to create natural virality. What a cool and bizarre brief to be able to do that, right?

some things didn't work very [: 00:20:00

You know, how quickly can you wrap a present? And we had celebrities coming on to TikTok to do it. And I think at one point, I was on my way to Thanksgiving dinner with my in laws, and I got a call from our talent person who was like, Hey, Cardi B's agent needs to talk to you right now. I was like, Okay, please explain yourself.

I'm gonna go talk to this guy named P and be like, Let's talk about what I know about Cardi B. What is my life? Like, I got to send my team to Awkwafina's house and go help her, show her, teach her how to use TikTok. Like, I planned,

executed, cancelled the Serpable in two weeks. Two weeks. That was the whole thing.

ker and crazy is really what [: 00:21:00

But when you move from being scrappy and innovated in a business partner to a cog in the machine, no matter how senior the cog, you know, that's, you know, you're making little moves. You're not making transformational recommendations. And, and that's where I

Really like. I'd like to live. Yeah.

Laura): that is cool. And I have one other question before we, before Lisa asks you the final question, do you feel like getting your MBA helped you?

riverside_brittany_mosley_compressed-audio_the_paid media play_0063: Yes. , I think going into any like marketing space or sales space, you sort of know what you know, right? And I think that's what really began, brought in my ecosystem or my, my idea that the ecosystem was bigger than marketing or bigger than sales or bigger than blank is there were all these other inputs that had to make sense and fit together like puzzle pieces.

And [: 00:22:00

specialists,

Don't understand. My budget is part of this whole, and how do I positively contribute the whole? Cause once you do that, the budget goes up.

It's pretty straightforward. , but being able to understand that ecosystem and do the math and speak multiple languages I thought was, , extremely useful and I would recommend it to anybody

estion before we let you go. [: 00:23:00

Brittany3: Ooh, good question. When you felt bored, when you feel bored in your career, it is, it is time to find momentum for yourself again. Like, boredom is not a result of the company that you work for. Boredom and feeling frustrated and stuck. Like, there is always space for curiosity and learning and helping create more value anywhere that you're at.

Like, that is not an external thing. That is something that you can take internally and go and push yourself to make better. And that, in turn, gets you better roles. You have more skills. You know, there's things on the job that you learn. That by just pushing yourself to do, it broadens your horizons, makes you more valuable, and gives you that more holistic picture.

curious to you, and go learn [: 00:24:00

Laura: I love it. Thank you very much, Brittany.

Brittany: You're welcome.

Laura: where can we find you, Brittany?

Brittany: You can find us at rosyfinchmc.com. That's our website, or you are welcome to find me on LinkedIn under Brittany Mosley, co founder and owner. Um, and I'm always happy to chat, so feel free to send me a DM or message. I would love to talk to you.

Laura: Okay. Thank you so much.

Brittany: You're welcome. Thank you.

for having me. This was fun.