Joshua Hoffman, Chief Revenue Officer at Netrix Global chats about the state of sales in today’s B2B selling environment:
Welcome to this SalesTechStar chat Joshua, tell us about yourself and what you’re most looking forward to in your new role as CRO at Netrix Global?
Hi, thanks so much for having me. Professionally, I had the good fortune of being “raised” at Dell. Many of my core values come from my time there. Getting to ride highs and face adversity teaches you a lot about how to lead teams and how to get the right outcomes, but also to be able to do it with a strong culture based on coaching, caring, compassion and kindness. As I grew into larger global roles and branched into leading new business models and geographies, I learned some tough and valuable lessons along the way. What came with that was a dose of humility.
My experiences at companies like Avaya, Palo Alto Networks, Poly and Datto have only added to this learning, resulting in a passion for successfully scaling businesses, helping people grow their careers, and helping to make the world a little better.
Netrix Global has all of the above opportunities and more. We act as trusted advisors to our customers. We provide a broad array of technologies, deploy experts in fields as diverse as cybersecurity and application development and have the ability to be a single resource for the CIO, CISO and IT leadership populations to help them build and manage their environments.
It is easy to see why this company is poised for growth. When you add in that the leadership team here is top notch, our sales team is truly compassionate and caring about our customers, our delivery team is exceptional and that our success rates in helping customers are astronomical – what else could you ask for?
What do you feel today’s modern day CRO needs to do more of to drive better growth in the market?
It always starts with people. I believe that my mission is to inspire and organize people to drive growth and a great customer experience. By spending time developing our team, both in skills and experiences, we will serve our customers better through turning our customer relationships into partnerships.
Of course my main role as CRO is to deliver outcomes, but it is through fostering these relationships, perfecting the process and ensuring the quality of what we do that gets us there. While I certainly use key tools and technology to develop and manage processes, it is in the nurturing and coaching that encourage rapid improvement to take hold.
Can you share a few thoughts on the kind of RevTech/SalesTech/RevOps tools that should come to the forefront when scaling revenue initiatives?
It’s less about the specific tools and more about the collaboration and use of the tools available. That being said, I would be remiss if I didn’t call out Salesforce as a primary tool that when wielded correctly, can drive positive outcomes and keep the team aligned across customer relationships.
Additionally, using the right tool to deliver messaging to customers and prospects, the right AI to understand sales rep efficacy and the best forecasting technology help round this out. In my past experience I have found tools like Outreach and People.ai to be of great value. If you want to carbon date me some, it was using cubed data with Brio that changed my perspective.
What are some of the top 5 B2B sales strategies/processes that you have always sworn by?
I am fairly simple when it comes to this work. First of all, nothing beats real-time dialogue. It is essential that we spend time listening to our customers, and to members of the internal team, to make sure that we are proposing the right solutions that drive value and efficiency. Diving into more detail, it is only by spending time with the sales team, being thoughtful about opportunities and working to be able to predict the future needs of our customers that we achieve success.
A few thoughts on the future of revtech/salestech before we wrap up?
In our challenging macroeconomic climate, coupled with an accelerated speed of technological advances, we have to continuously educate businesses on best practices and how to navigate their data security in advance of an incident, while also having contingencies in place that allow us to help them be reactive.
Finding a team of cyber security experts who can communicate the urgency of these safeguards and tactics to potential customers will only continue to grow as a challenge, but to my earlier point, that is why people investment is a core priority alongside tech investments.
Episode 144: What Drives Better B2B Performance: with Rachel Clap Miller – VP of Marketing and Digital Engagement at Ascender by Force Management
Episode 143: Uncovering the Evolution in Retail Media with Mikey Paley, SVP of Business Development, Retailers at Aki Technologies
Episode 142: Go-To-Market Best Practices with Jeffrey Ha, Chief Go-to-Market Officer at Rev