PATRICK: Yeah. So like you said, Nick, I was netherland whatsapp number marketing hire number one, and it was a pretty simple mandate at the start. Traditionally, Rootstrap had been involved in a lot of growth hacking. It had been involved in various forms of what I would call the Silicon Beach tech scene selling to other startups, but what they really needed to do was move up market. And this is a pretty standard story within B2B, that many companies, they start off servicing other entrepreneurs when they're early stage and they try and move to bigger and bigger clients. And why do you do that? You do that because you want more stability for your company, you want steadier cash flows and all the other benefits that accrue to a business by doing that. So they tapped me on the shoulder and said, "You've done this for a number of other companies. You've come from the corporate world. You've understood working with really large clients and how they think." And I think that was certainly the initial attraction for Rootstrap in hiring me as marketing hire number one. And essentially the mandate was figure out our marketing.
And so knowing that marketing is obviously many different things to many different people, you've got all the different channels, you've got all the different approaches, you've got all the different areas, whether it's B2B, B2C, B2B2C, all the different ways that marketing can be formulated. But what I intrinsically understood from the get go is, where was the weakness? The weakness was in predictable pipeline. At the time, Rootstrap was having an issue when it came to how they were acquiring clients. And this is also a typical agency story of feast and famine. They'd get a really large client, it would bring a lot of people to the business, it would allow them to hire lots of staff, but then they'd go through some lean times and then they're not sure where the next deal is coming from. So with that being in mind, that's where I started. I needed to create a predictable pipeline of qualified leads for my sales team to have those conversations and ultimately convert them.
