Interview Transcript (Draft)
Mike Zipursky: Hi, everyone! It’s Michael Zipursky here from Consulting Success and today’s consulting interview is with Craig Rosenberg.
Craig is co-founder of TOPO, a research, advisory and consulting firm that focuses on driving revenue and conversions. Before TOPO, Craig was VP Sales & Marketing at Focus.com and VP Marketing at Tippit that was acquired by Ziff Davis B2B. Craig also writes at the popular Funnelholic blog.
I’ve been looking forward to this call. So Craig, a big welcome!
Craig Rosenberg: Thanks, Michael. I’m excited too. I’ve been thinking about , and openly and very excitedly anticipating this interview so I can’t wait to do it.
Mike Zipursky: Right on. Well let’s start by having you tell us a bit more about your company and what you’re up to these days.
Craig Rosenberg: Thanks for mentioning it.
TOPO, we’ve been around for probably 6 months but it’s a core group of guys that I’ve worked with. It’s part of the founding team from Tippit and one of the other partners I had done consulting before and before Tippit when I was a consultant in Silicon Valley with a boutique consulting firm called Sales Ramp where we worked with high-tech startups to help build their inside sales __[01:39] and sales processes. It’s a group of guys that I’ve worked with over the years.
Basically, we have this belief that today’s organization can create scalable, efficient and repeatable sales and marketing processes – what we call a ‘revenue machine’ and that’s part of the core belief. The second part of the core belief, the sort of core principle behind that is to develop a deep understanding of the buyer and develop what we call a buying process map that allows you to understand how your buyers make decisions and then from there as a foundation, you can layer all your sort of sales and marketing processes on top of that to create a truly effective sales and marketing machine.
It’s cool to go out to market with a dream right in the methodology. That seems to be working. We’ve developed a number of great logos over the last 5 months and frankly, we weren’t sure we were going to get into consulting but we started to have fun, and we started to really have a sort of fervent belief in what we were doing and that led us to say ‘You know what? Let’s put together Topo and let’s go help some people.’ That’s kind of been the guiding principle and it’s been a lot of fun.
Mike Zipursky: Craig, did you just mention that you’ve created logos?
Craig Rosenberg: Oh, I apologize. Logo is a idea of customers. I’m sorry. No, we’re not in the printing business or design business. Yeah, that’s a good one. Logo as in we’ve got a number of great clients that we’ve developed over the last 5 months and we’re really happy about that.
Mike Zipursky: Right on. So you’re focusing heavily on buyer profiles, and driving revenue, and kind of the whole sales process and not designing logos. I just want to make sure on that one.
Craig Rosenberg: Well, we can talk about designing logos. I’m not sure how great that would be for your listeners.
Mike Zipursky: I want to come back to Topo in a little bit. But before we do that, in my intro I mentioned that you ran Focus.com which was acquired. I’m interested to hear from you a little bit about that experience and what it was like building a company and then selling it.
Craig Rosenberg: It’s obviously every entrepreneur that their goal’s not necessarily to sell it, but it have to at least be successful enough to have some type of compelling event rather it’s going public or being bought. The end result was really exciting.