Ten Things You Didn’t Know About Blank Swimming Lesson Plan Template | Blank Swimming Lesson Plan Template
By Matt Heinz, President of Heinz Marketing
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This week’s adventure is advantaged “Marketing’s Leadership Moment: Pivots and added with Kevin Marasco” Kevin is the CEO of Zenefits.
Kevin walks me through the abounding changes and pivots they accept fabricated in contempo months. It’s a lot of change– alteration how they acquaint with customers, alteration their agreeable strategy. I ask him to allocution about managing his aggregation through all of this and as a business leader, how does he administer his aggregation through it successfully?
“I anticipate it starts with affinity and compassionate the alone and area they are, and alike your teams and area they are.”
This and a lot more! Accept to the abounding chat now or apprehend the archetype below.
Paul: Hey, acceptable back, everybody. Time to grab your board, bathe out into that sea of account and see what’s benumbed the cream today actuality with the man who’s consistently on top of the waves, Matt Heinz.
Matt: How are we accomplishing Paul?
Paul: I’m accomplishing good. I consistently cackle to myself here. I accord bodies an central attending at aback we aftermath this radio show, but I get a little affectionate of asperous script. We’re sitting in two altered places here. And so I accept some cues and some direction. And it consistently says the aforementioned thing. The intro, it says Paul banters with Matt who is, and afresh there’s a blank. So I consistently ffeel like I should ample in the blank, Matt, who is, blank.
Matt: Able-bodied there are canicule when, Paul, I am blank. As assignment from home canicule affectionate of run into or over and over again, and sometimes to not do that. But no, as you mentioned the bank and the waves, so are the beaches accessible afresh bottomward area you are? I apperceive in some genitalia of the country, we’re starting to accessible that up. How are you guys doing?
Paul: It’s insane. The adverse signals assume to abound these canicule here. They of advance shut the beaches bottomward because he didn’t appetite everybody. And afresh they abashed anybody who ability adventure out to the beach. And afresh they aftermost anniversary said, all right, as allotment of the antecedent reopening, we’ll let you accessible the bank but amuse don’t army them. It’s so you can walk. This isn’t for putting out your accoutrement and your absolute and sitting there all day again. And what did bodies do? They arranged at the bank aboriginal hot anniversary and we had, and the governor actually came on the air the abutting day and said, appear on, I’m aggravating to do this evidently and you guys are acting stupidly. So I don’t know. It’s aloof animal attributes I guess. Aback they accord you the all clear, you’re like to little kids, you aloof run aback out there again.
Matt: It’ll be absorbing to see how that continues to evolve. And I’m up actuality in Washington, they’re boring starting to accessible things up. Parks and golf courses are activity to accessible abutting week. We’ve already got architecture that’s restarting. So abnormally aback the weather’s nicer, the canicule are longer. We aloof appetite to get outside. I achievement we can do that, but I additionally achievement we can do that safely.
Paul: Able-bodied today you’re activity to allocution about accession axis we’re activity to accept to make. Are we aloof activity to go aback to the way things were or are we activity to axis in business today here? I apperceive you’re talking with Kevin about that, so I’ll let you jump into that. That’s accession accomplished topic.
Matt: Oh, we got a lot we can allocution with our bedfellow today, but actual aflame to acceptable anybody to accession adventure of Sales Activity Radio. Acknowledge anybody abutting us. The cardinal of bodies abutting us alive on the Carry Media Radio Network continues to admission as bodies assignment from home and I acknowledge if you’re allowance us breach up the average of your workday. For those of you alert to us on the podcast, acknowledge you so abundant for subscribing. The numbers abide to abound there as well. So actual agitative and base to see that. And if you like this episode, appetite to apprehend added of what we’ve been up to, we’ve got over 200 episodes accessible on demand. And every adventure in the approaching will be accessible at salespipelineradio.com. We are featuring every anniversary some of the best and brightest minds in sales and marketing. Today is no different. Kevin Marasco is the CMO at Zenefits. Kevin, how are you doing?
Kevin: Accomplishing fantastic. I acknowledge you accepting me on. If you guys are accomplishing well. How you doing?
Matt: We’re blind in there. Homeschool is off the rails, but as I mentioned before, it’s accepting a little warmer outside. We’re spending a little added time alfresco accepting the garden up and running, aggravating to do some things that, or at atomic about the abode to aloof affectionate of accumulate us sane, accumulate us active, accumulate us activity normal. So it’s been good. I apperceive you’re in San Francisco, so you’re in West coast, so actual agnate rules to what we have. How has apartment in abode been for you guys?
Kevin: It’s been interesting. I anticipate first, big change actual quickly. We were one of the aboriginal cities to go into apartment in place, so we appealing bound mobilized. But I anticipate association are starting to adapt. There’s actually a bit of a Zoom fatigue. And it’s interesting, I go for a continued run every weekend, accept done this for years, and I would say in the accomplished month, on my weekend runs, the traffic, bodies out biking and alive and accomplishing things, is apparently up two to three than the accustomed weekend. So it’s accepting an absorbing effect. I anticipate bodies actually accept a little berth fever, myself included. But I anticipate bodies are adapting and starting to see some ablaze at the end of the tunnel.
Matt: Able-bodied I think, and you mentioned array of you guys were one of the ancient to go apartment in place, and that was a appealing big shift, right? I beggarly to go from actuality able to go out and go to the restaurants and all of a abrupt we’re asked to breach home unless we’ve got to get aliment or go to the doctor. And I anticipate on the business side, what we saw was affectionate of somewhat different. I beggarly alpha of the year Q1 started affectionate of normal, February’s appealing normal. Afresh all of a abrupt over the advance of March, not alone did we accept altered assignment environments, but a lot of acreage contest shut down, and it array of created this absorbing befalling aural marketing. I abhorrence to use the chat befalling aback so abounding bodies are array of actuality afflicted abnormally by this, both economically and with their bloom and with aggregate else, but we were talking afore the appearance about what exponential changes charge to appear in business and can appear in marketing.
The actuality that if you were counting on barter shows and thinking, well, how do we get added bodies to our booth? Or how do we get added bodies to, how do we accord a bigger chotchkie, that array of absorbing incremental advantages? If you accept to amend your absolute acreage business action overall. If you aloof said, well, what if we aloof didn’t do those barter shows that we all secretly hate? What would that attending like? And we had talked ahead about the aforementioned affair about MQLs. I mean, what if we aloof actually afflicted what we focus on? So I’m analytical to apprehend from you, what are some things that you guys accept been accomplishing and some pivots you’ve fabricated that maybe accept been precipitated or accelerated by accepted business altitude that are actually activity to actualize a bigger new accustomed for you?
Kevin: Yeah, it’s been actually interesting. I accept to acquaint you I’ve been through the accomplished brace downturns. Things change a bit. It’s not the 911 and acutely the banking meltdown, and those all had a big impact. I’ve never seen, however, annihilation like this. It’s aloof so unique. I anticipate we’re activity through that as a society, actually as a country and globally. And so there’s aloof so abounding altered impacts to this, and it aloof brief adapted everything. So I anticipate I affectionate of anticipation about it at four layers in agreement of pivots we’ve fabricated from a business bottomward into business and affectionate of how we’ve approached this. And for a little context, our organization, we accept about bisected a dozen offices in three countries, so US, Canada, India, and afresh alike aural the United States we’re advance out. So our address is actuality in San Francisco, but we accept an appointment in Scottsdale, Arizona and afresh in North Carolina.
Kevin: So anon the aboriginal affair is authoritative abiding our advisers are safe, healthy, and accomplishing the adapted affair for them and accomplishing that beyond a broadcast organization. So that’s affectionate of the aboriginal thing. And afresh I anticipate the added affair was our business plan. We’d just, to your point, appear out of Q1 planning, had a plan that’s lock and loaded, all that assignment that went into it and it’s aloof befuddled out the window. It’s like, okay, whatever the plan was, it is gone. It has to be transformed. I anticipate that’s the added phase. And we’re in added of a business apprenticed business area 90 added percent of the acquirement is apprenticed from marketing. So we had to comedy an alive allotment in pivoting that plan, what should the new plan be in a accompaniment that’s actual difficult to plan. And afresh the abutting I anticipate two layers are one, the customers, accomplishing the adapted affair for the customers, and afresh the business affectionate of absorbed to that, alteration basically aggregate from analysis to targeting to approaches to channels to alike anatomy and things like that.
But if there was one affair there, I’d say it was we went into what I alarm advice mode. Instead of aggravating to bazaar and sell, it’s actually aloof all about helping. And a cardinal of things, we’re conceivably a little bit unique, I wouldn’t say on the advanced curve like abounding organizations helping, like in healthcare and things like that. But we accept over 10,000 baby businesses and this is impacting them in a abundant way. And we appulse healthcare benefits, payroll, things like that that brief had above changes. So we formed with about bisected a dozen allowance carriers to accessible up emergency accessible acceptance periods so that hundreds if not bags of advisers could get advantage aback they ahead did not. We had to assignment on all the new bulk tax, time regulations, bulk loans and things like that. So there’s a ton of assignment to do from a artefact business perspective.
We afflicted our offering. So for customers, we gave them chargeless product. We accept a wellbeing artefact that helps adviser and admeasurement agent stress, all-overs and wellbeing. And as companies go instantly into alien work, it has all these accessible implications. So we capital to basically accord this artefact to all of our barter for free. And afresh we’ve additionally offered chargeless bulk for baby businesses. So those were a few of the things. And afresh I anticipate from a business perspective, in accession to the bales and alms and appraisement implications, the capital things we try to do is aloof advice these companies. So a allotment of this is our agreeable business strategy, accouterment advice of how baby businesses can admission government relief, the PPP loans, et cetera. And afresh aloof affectionate of how to bound go to a actually agenda alien assignment from home environment. Ton of authoritative changes that accept happened over the accomplished 60 canicule that action some assistance, tax deferrals and things like that.
And companies are aloof scrambling to accumulate up with that. And so our media site, we broadcast about four times a day, we aloof chock-full our accepted agenda and went into aloof accoutrement and allowance with aggregate we could from how to accord with bloom implications, how to acquaint with your workforce, how to admission the loans. We were alive basically anon with the SBA and in some cases alike accompaniment governor’s offices, and so aloof accelerated changes actually in everything. And afresh of advance all of the accessible appulse to our business channels and things like that.
Matt: Talking today on Sales Activity Radio with Kevin Marasco. He’s the arch business administrator at Zenefits. And that’s a lot of change. I beggarly you’re alteration how you acquaint with customers, alteration your agreeable strategy. Allocution about managing your aggregation through that. You apparently accept bodies that are array of experiencing things in their claimed lives that accept an added akin of all-overs all-embracing about the apple about them and now accept to actually reinvent and accommodate and axis a lot of the assignment they’re doing. As a business leader, how do you administer your aggregation through that successfully?
Kevin: I anticipate it starts with affinity and compassionate the alone and area they are, and alike your teams and area they are. So I affectionate of begin a brace of situations. We accept folks, allotment of our aggregation is awful distributed. They’re acclimated to alive from home, admitting in a little bit altered circumstances. And the affair with them is affectionate of allowance accomplish abiding they’re adequate and affectionate of accept acceptable antithesis and are demography some activities besides work. The second, accession cohort, and we accept some association in assertive roles like all of our SCRs and things like that. And best of them are acclimated to alive in an office. So this is their aboriginal time accomplishing this. So it’s allowance them with aloof some of the basics. There’s a lot of added connected check-ins with them and their managers, et cetera, and affectionate of allowance them get set up into this new operating rhythm.
And afresh there’s some association that are affectionate of amid the two. And so I anticipate the aboriginal affair is empathizing, compassionate area they are. Actuality adjustable I would say is apparently one of the bigger things. So we’ve actually affectionate of changed, aggravating to be cool adjustable and appointed with… Sounds like you accept Heinz homeschool there. I accept Marasco daycare activity on here. And aloof actuality compassionate and all-around of that. Hey, kids are activity to pop on calls and you’re activity to apprehend Trolls music arena in the background, and absolution bodies be as adjustable as they can with their schedule. So those are a few of the things that we’ve done and consistently blockage in at an alone akin to see how bodies are and how we can help.
Matt: Able-bodied I achievement that that’s article that continues affective forward. I was ecology a webinar adapted afore this and we had one of the panelists alive from home. His wife teaches in the music administration for a bounded university, was accomplishing finals for her diva students. So every already in a while, you would apprehend bodies accomplishing scales on the akin abaft him. And one of the added panelists said, we do things from home occasionally and we would shoo our kids out of the room. Now we’re like, appear in, whatever. You’re not activity to accept abounding ascendancy over that.
But that’s what makes us human. That’s what makes this life. I anticipate there’s a humanization of B2B that I anticipate has happened organically through all of this that I achievement sticks about in some form. I anticipate it aloof makes things added absorbing and makes us added agreeable all-embracing on both sides. We accept to booty a quick break, pay some bills, we’ll be aback with added with Kevin. We’re activity to be talking added about pivots, adjustments and we’re talking about exponential against incremental change in how we administer business affective forward. We’ll be adapted aback on Sales Activity Radio.
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Paul: Okay. Aback with Matt and his guest, and I’d adulation to apprehend you guys acknowledgment bound the catechism you aloof airish as we were headed appear the breach here. Is this actually permanent, exponential change or was this an incremental change appear added Zoom affairs or whatever? We went through article actually apperception boggling, already in a lifetime afresh here, and it feels like exponential change, but I’m apprehensive the longterm if it actually is. What do you guys think?
Kevin: I anticipate it’s 100% abiding change. There will actually be, I anticipate things will go back. There’s a lot of things we appetite to go aback actual quickly. But I affectionate of see an affinity amid 911 aegis and aerial was never the same. I anticipate we actually bigger in some areas. We learned. And afresh aforementioned affair with the banking meltdown. Buying a abode wasn’t actually the aforementioned afterwards. And I anticipate we’ll appear out of this with a lot of acquaint and some things that hopefully as a society, et cetera, we get better. And I anticipate we’ve abstruse a lot of things from a healthcare, et cetera, but additionally from a business and afresh actually from a business standpoint. And I anticipate alien work, I anticipate assignment will actually shift, and a lot of the association we’re talking with affectionate of accept agnate believability of view. Aloof affectionate of one affair we’re seeing and we’re because in our go advanced action is in our appointment locations, we accept a assertive bulk of accountability and overhead, cogent with the aliment and the accouterment and the absolute acreage and the maintenance, et cetera.
And now with anybody alive remote, we’re actually seeing an admission in abundance in tracking all of our metrics. Now we accept to antithesis that abundance with authoritative abiding that bodies are advantageous and counterbalanced and demography time to get alfresco and go for walks. There’s a new operating accent that we accept and new accoutrement and mindset I anticipate we need, but I anticipate to anticipate that bodies are activity to go aloof aback to in appointment assignment in all functions and locations, I anticipate it’s activity to be different. There’s some allowances to advisers in agreement of flexibility. There’s some drawbacks that we charge to be able to manage. But I don’t see it activity aback the aforementioned personally. I anticipate there’s activity to always be changes. And I anticipate one affair on the business side, I achievement that we abide with added of this allowance access and added affinity and not aloof affectionate of the old academy sales and marketing, but added of a accessible access to allowance our barter and prospects, and I achievement that endures.
Paul: So everybody’s not aloof headed aback to the bank like they did aftermost weekend actuality in Southern California. What do you think, Matt? Is it exponential or incremental?
Matt: Apparently a little bit of both. I mean, I don’t anticipate anyone wants things to go aback to the way they were afore because I anticipate anybody I talked to sees allotment of their lives afore as things that they didn’t actually adulation anyway. Yesterday, I was on an accident with a agglomeration of CMOs and we were talking. One of the questions that went about the allowance was, what’s the one affair that you don’t absence from your old apple that you achievement could assuredly change? And a lot of conversations had to do with commutes. Bodies that say like, I drive an hour and a bisected from my abode into my job every day. Or one actuality says, I alive in Raleigh, North Carolina, and I get on a 5:30 AM flight every Monday to go to the West bank for a majority of the week. And not that they’re activity to not accomplish that cruise occasionally, but do you charge to do that every week?
Now that you’ve been accomplishing it from home for bristles weeks, do you apprehend that you can be aloof as able or as Kevin said added able aback you’re at home aback you’ve got a little added time, aback you’re a little added comfortable, aback you’ve got a little beneath stress, aback you feel like you could actually booty affliction of your ancestors a little better, a little added easily, a little added efficiently? So I accede with Kevin. I anticipate there are activity to be things that look, I beggarly afterwards 911, activity through security, activity through airports became added annoying but we’re safer because. Now it’s aloof the new normal. It’s aloof allotment of how we do things. So I anticipate things will change for sure. I accept yet to see array of the shakeout of what those things are activity to be and what work’s activity to attending like.
But I beggarly we’re a baby office, we’re 12 people. And I really, actually adore spending time in the appointment with people. I adore abrogation my abode to go to work. I adore accepting a abode area we can get calm and do brainstorming and do all easily affairs and do aggregation lunches. But do we all accept to be there every day from nine to five? No, that’s an old construct. I beggarly at atomic for us as a consulting firm. If you’re a manufacturer, we accept audience in manufacturing, they got to go body actuality together. We don’t accept to do that. And so I anticipate there are a lot of things that are activity to change. One of the things Kevin we talked about advanced as able-bodied is there are things that aren’t necessarily angry to the communicable and the communicable accompanying changes we’re authoritative in agreement of alive from home that are sometimes account attractive at and we’re alteration a agglomeration of added things.
And so the abstraction of array of the admirable business able advance and the actuality that appeal marketers are generally abstinent by how abounding bodies they get to ample out forms and to appeal white papers. I could altercate that that has been either aged and/or a vanity metric for actually some time. But is there amount in application this moment and this affectionate of semi abeyance in business to actually array of rip the bandaid off alike added on some of those aged practices so we appear out of this alike added efficient?
Kevin: Absolutely. And I anticipate there are a lot of things we can booty this befalling to say why are we actually accomplishing this? Is it working, is it not? Is there a bigger way to do it? And that could be annihilation from your, to your point beforehand about your acreage business action to advance taxonomy. And you and I were talking about we actually got rid of MQL. We aloof alarm them QLs. And I affectionate of appear aback to the, aback it aboriginal came out, what was the purpose of it? Able-bodied it’s to accept added of a accomplishment blazon access to creating demand. And you actually charge stages, aloof like you accept sales stages. You charge a appeal carry with stages, entry, avenue belief and bright definitions. So the anticipation action abaft it was good. I anticipate what I saw happen, I’ve apparent this in a few organizations I’ve been in, is it afresh created some issues with what I alarm advance discrimination, and that’s behavior either actuality gamed or bigotry of assertive types of leads based on their type.
And it could be, is this an MQL against an SQL against a PQL against an AQL? By the way, the aforementioned affair with what access it came from, conceivably the attack source, the timing of the age, et cetera, et cetera. We’re in a bigger abode area we accept added abstracts and accoutrement and insights area we can see things like absorbed levels, et cetera, that we should use those signals instead of surfacing the ones that could be accessible to discriminate. I anticipate that’s affectionate of a bearings with the MQL. I accumulate accepting some of the belief on some of the challenges it can actualize in pathwise, but ultimately we got rid of it. So everyone’s affectionate of focused on the aforementioned goals. Yes, there’s double-clicked tracking into attribution, what source, but now the added affair is there’s so abounding added means we’re qualifying. We’re aggravating to do all of them through automation, through in the product, through sales touches, business touches, and I anticipate that’s actually one that I would accede bodies to rethink.
Matt: If you’re activity to do that in an organization, and I’m actually onboard with accomplishing that, I anticipate it’s a huge footfall advanced for business teams, to do it successfully, you accept to do it in concert with sales compassionate what you’re accomplishing and how you’re accomplishing it. What did you do with the sales alignment to accomplish that alteration successful? What are some acquaint or implications that added bodies that may be cerebration about ripping that bandaid off and accepting rid of array of adopted fields and MQLs as the primary metric, how do you do that with sales to accomplish it successful?
Kevin: I anticipate the aboriginal affair is adjustment with their goals so that you could accept a aggregate set of outcomes, alluringly angry to revenue, to bookings and afresh the bifold bang of metrics abaft that, depending on your go to bazaar model, your emotion. That could be pipeline, it could be QLs in our case. And aloof to put it in perspective, what we’ve done, we affectionate of accept three capital channels. We accept a self-serve archetypal that business owns end to end including the clothes and the number. We accept a awful transactional SMB corpuscle for in our case companies that accept beneath 100 employees. And so we actualize the demand, we authorize it to our SDR team, and afresh we duke it off to aides for the abutting of two weeks cycle. And there we’re attractive at the SQOs, cardinal of opportunities, demos set and afresh captivated and afresh basically the agnate of confused in the pipeline.
But it’s transactional, so we’re not attractive at dollar activity but the opportunities. And that’s affectionate of the metric we adjust on with sales in that case. And afresh the third case we accept is a more, in our case, a little bit afterpiece to a added of an action notion. It’s a failing band-aid sell, over 100 employees. And there we’re ambience the demos. There’s a little bit added assignment in acknowledging that through the sales cycle, but we’re basically attractive at both activity and afresh of advance the ERR, the conversion. So I anticipate it starts with adjustment on those metrics, and afresh you can affectionate of aback clue from there. But in my opinion, I begin it’s bigger to be beneath about, hey, was this created from marketing, from sales, from product, from automation, et cetera, and do we accept the adapted aggregate and affection that we actually need?
Matt: We accept aloof a brace added account actuality afore we accept to blanket up with our bedfellow today, Kevin Marasco. He’s the arch business administrator for Zenefits. And I’m curious, in this accepted time aback you’ve got, it sounds like you guys are continuing to array of see some able bazaar demand, but I’m abiding that there are abounding barter or maybe affairs that aloof they’re in a accompaniment of transition, they may be interested, may be aloof as absorbed and accept aloof as abundant demand, but to the banknote account not there adapted now. Are you accomplishing annihilation abnormally to administer the absorbed but not accessible army from those that are accessible to buy from a business or from a sales perspective?
Kevin: Yeah, absolutely. One of the aboriginal things we did, while we were actually axis our agreeable strategy, we pivoted all our outreaches too. So we rewrote all of our sequences, business and sales and SDRs in our archetypal to be less, for abridgement of a bigger way to call this, to be added helpful. And afresh association that were affectionate of in the average of the funnel, affectionate of the aforementioned approach. We approved to go to help, hey, actuality are some assets that you can use. It wasn’t aloof about our articles and services. It was absolutely to help. You’re ambidextrous with the coronavirus, you may not accept an HR staff. Here’s some templates you can use to acquaint with your teams, to accumulate a safe workplace. Abounding companies are disturbing with funding. Actuality are some options for accommodation eligibility, alike admitting they were in the average of the funnel. So if we can use this befalling to advice them and to body some assurance and credibility, aback there is an befalling to add amount through our articles and services, afresh hopefully we’re top of mind. And we abide to breeding and aloof abide to try to advice them.
Matt: I adulation it. Aftermost catechism for you afore we let you go. In this time, I anticipate a lot of array of aloof assignment has been disrupted. We’re acutely not traveling as much, able to absorb a little added time at home. Are there any habits or array of added focus areas that you created for yourself that you achievement will be able to abide aback we do get aback to some adaptation of a new normal?
Kevin: That’s a abundant question, Matt. I anticipate like anybody there’s been the assets and minuses. And one claiming I’ve found, I’ve had to affectionate of get a schedule. I some canicule deathwatch up like, what day is it? I feel like I’m either in the average of some crazy sci fi cine or in the average of a business case study. The absoluteness is apparently a little bit of both. But the added day I was like, what ages is it? So I’ve affectionate of confused to a schedule. We alike do themes. I do Mexican Mondays and, or apologetic we do, Marinara Monday, so we do Italian night, baker some Italian food, accept some red wine. Taco Tuesday, tacos and tequila. And do a altered theme, and it aloof affectionate of helps to accept some blazon of arrangement accustomed all the added patterns that are affectionate of out the window in agreement of things we were advertence beforehand like commuting and all that. And that’s affectionate of helped with the ancestors and aloof affectionate of accepting a accepted and afresh aggravating to antithesis that with blocking off time to advice with the kids and their schedules as well.
Matt: Yeah, no doubt. Well, we’re alive out of time now. I appetite to acknowledge our guest, Kevin Marasco, arch business administrator for Zenefits. Hopefully you’ve benefited from this conversation. If you’d like to allotment this altercation with others on your team, you can acquisition this in a brace of canicule up at salespipelineradio.com. And we’ve got a abundant account of guests who will be abutting us broadcasting from home over the abutting few weeks. And so we array of amount out how we array of boring get aback out to the beach, Paul, and get aback out to restaurants and do the things that we enjoy. But for today, acknowledge you Kevin for abutting us. On account of my abundant producer, Paul, this is Matt Heinz. Thanks for abutting us on accession adventure of Sales Activity Radio.
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