When I was in sales, I had a really, fortunate sales career. I would have risen to the top where I would have either been number 1 or quickly become the number one sales person within a respective industry. And I did it across multiple industries. It started in the consumer electronics industry. Then it went into the world home building. And when I was in the home building industry, I was offered an opportunity to take over the sales management side of things, because I was doing pretty good in sales, I guess you could say. And that was a different opportunity once I got into management, my compensation was based on sales of the company versus my own individual sales. And I realized as a salesperson, my revenue was capped because I can only work so many hours per day, but if I could train a solid sales team and get a little bit of an override off of their commissions, that would equate to more money and it did. So I had great success in the home building industry now.
The owner of the company said to me,”Stormie, you’re doing a great job running our sales team. Here’s what I would like you to do. I want you to take over marketing.”
What do you think about that now, being this salesperson that thinks he can do anything and has a great track record in regards to sales.
I thought, “Great. I can do this. Marketing will be easy.” Well, prior to taking this marketing position I didn’t have any gray hairs. All my gray hairs came from taking over marketing. That was the learning experience. And that’s where I really had to work for the first time in my life, in my opinion, because sales was just natural for me.
And this was right at the beginning of digital marketing, but most of my responsibilities were traditional marketing billboards, newspapers, print advertising. And I started overseeing the marketing space, but I’m a person who likes to challenge and I dug in. I started to appreciate the world of marketing.
I determined that it took a lot of additional skill sets. And what I also had discovered at that particular time frame when I was in the home building industry, is that a lot of people ended up in marketing. They take the same path that I took there. They’re put in charge of marketing while they truly don’t necessarily have a marketing background.
They normally have a sales background and what I found is that a lot of people, either sink or swim, when they’re placed in that position, I almost sunk multiple times and I felt that there had to be a better way. So eventually when we started Yokel Local, I built Yokel Local for my role when I was in the home building industry, because what I had realized once I got into the world of marketing, I had to wear way too many hats. You see, when I was in sales, all I had to do was be concerned with sales and when I got into marketing. Well, now there were a lot of additional stresses. Now, all of a sudden I’ve got to be the marketing strategist, I’ve gotta be the SEO guy, I’ve got to be the guy who’s in charge of blog posting. And this is before social media. And one of the things that I noticed is that the marketing group, the directors of marketing, the marketing managers, there were more stresses and more pressures placed upon them.
And it was very difficult for them to articulate these pressures and these stretches and these stresses to the stakeholders or their bosses. They tend to get burned out. So when I created Yokel Local, I decided what if I can create an agency and bring these experts under one roof?
The first thing I had to do is determine what skill sets were needed. So I determined that there were about 40 skill sets that were required to be really good and successful at marketing. I also realized that no one on the planet has all 40 of the skillsets. And I realized that most organizations don’t have the budget to hire for all 40 of those skill sets.
Because if someone’s really good, maybe they’re really good at three, four, five or six of those skill sets, right. We need a team and, but you don’t need the team for 40 hours a week. So we built Yokel Local and we interviewed, we hired for those 40 skill sets. So we brought in the team where collectively we can bring all the skill sets required to the table for about the same investment that that marketing manager would be able to hire one additional employee.
The value proposition was pretty easy. Hire the one person that can bring another three or four skill sets to the table or hire us, and we’ll bring all the skill sets to the table and also bring a higher level of skill sets with the strategy where many times our clients use me as a fractional CMO because they just don’t have to see them those services there.