Customer Education for Revenue Growth with Greg Rose of Intellum | Episode 062

Ever wondered how mastering customer education can lead to skyrocketing revenue? Listen in as we sit down with Greg Rose of Intellum, who takes us on his extraordinary journey from running a record label to pioneering the field of customer education. You'll learn the magic of Education Qualified Leads (EQLs) and how they can turbocharge your conversion rates. Greg also shares invaluable leadership gems from his memorable Pulse talk, "Everything I Learned About Leadership I Learned from Fred Rogers and My Dad," blending personal anecdotes with professional wisdom.

We also talk about:

• 00:00 - Driving revenue through education
• 02:26 - Music and customer education
• 06:59 - Leadership lessons from Fred Rogers
• 07:59 - Brain science in sales
• 11:05 - The problem with sales handoffs
• 17:42 - Balancing micro-learning and mastery
• 19:08 - Two pillars of education strategy
• 27:18 - Challenges in measuring ROI
• 30:13 - Forrester’s findings on customer education
• 32:35 - The importance of strategic planning
• 36:59 - Defining an education qualified lead
• 40:10 - Impact of the pandemic on education
• 44:11 - Strategies for measuring impact
• 46:17 - Building relationships for data access
• 47:16 - Benefits of education moving to marketing
• 49:02 - Avoiding mistakes in education strategy
• 50:56 - The importance of reach and frequency

Enjoy! I know I sure did...

Shoutouts:

• Andrew DeBell: https://www.linkedin.com/in/andrewdebell/
• Jay Nathan: https://www.linkedin.com/in/jaynathan/
• Dee Kapila: https://www.linkedin.com/in/deekapila/

Books: 

• Creative Act by Rick Rubin: https://amzn.to/3WvCDBL 
• Leadership Revolution by Lori Hazan: https://amzn.to/4bS2zvR

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This episode was edited and sponsored by Lifetime Value Media, a media production company founded by my good friend and fellow CS veteran Dillon Young.  Lifetime Value aims to serve the audio/video content production and editing needs of CS and Post-Sales professionals.  Lifetime Value is offering select services at a deeply discounted rate for a limited time.  Navigate to lifetimevaluemedia.com to learn more.

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