TMMF #005 · March 6, 2024

A Masterclass On the ‘Jobs to Be Done’ Framework

A Masterclass On the ‘Jobs to Be Done’ Framework, Reframing Sales in SaaS, and Redefining the Fintech’s Landscape.

Guest: Derik Sutton & Kyle Bazzy Messaging Show notes

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The signal, minus the noise.

“Questions are places in the brain in which you have to place an answer… questions can be a very attractive force.”

In this episode, we dive deep into the “Jobs to Be Done” methodology with Derik Sutton and Kyle Bazzy. Derik is CMO and Kyle is SVP of Customer Success at Autobooks. The guys are seasoned professionals in B2B SaaS marketing, sales, and the fintech industry. We dive into their personal journeys that led them to SaaS, and walk you through the (often unconventional) strategies you can use to deeply understand and speak to your customers.

Kyle shares his unconventional entry into the sales world, and how a passion for entrepreneurship and technology led him to co-found a successful SaaS platform during his college days. Derik, takes us through his transition from traditional sales roles into the fintech space, emphasizing the critical role of product love and marketing in driving innovation.

Steal these ideas

At 02:32, Chris and Derik dig into getting to know the guests: background and journey — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 03:25, Chris and Derik dig into the intersection of sales, marketing, and product — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 04:28, Chris and Derik dig into the impact of customer-centric approach — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 11:43, Chris and Derik dig into the role of surveys and customer interviews — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 18:09, Chris and Derik dig into the power of questions in sales and marketing — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation

Key topics covered

A skimmable map of the conversation.

Start with the idea you need, then jump into the full episode when something catches.

Getting to Know the Guests: Background and Journey

At 02:32, Chris and Derik dig into getting to know the guests: background and journey — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

The Intersection of Sales, Marketing, and Product

At 03:25, Chris and Derik dig into the intersection of sales, marketing, and product — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

The Impact of Customer-Centric Approach

At 04:28, Chris and Derik dig into the impact of customer-centric approach — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

The Role of Surveys and Customer Interviews

At 11:43, Chris and Derik dig into the role of surveys and customer interviews — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

The Power of Questions in Sales and Marketing

At 18:09, Chris and Derik dig into the power of questions in sales and marketing — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

The Conference Experience: A New Approach

At 20:45, Chris and Derik dig into the conference experience: a new approach — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Understanding the Sales Perspective

At 27:59, Chris and Derik dig into understanding the sales perspective — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

The Importance of Aligning Goals

At 28:24, Chris and Derik dig into the importance of aligning goals — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Show notes

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Use the timestamps as shortcuts: scan the arc, skip the obvious bit, replay the useful bit.