MarTech Podcast ™ – Episode Summary: "Game Plan For Handling A Sudden Drop In Lead Generation"

Podcast Information:

• Title: MarTech Podcast ™ // Marketing + Technology = Business Growth
• Host: Benjamin Shapiro
• Guest: Jordan Crawford, Founder of Blueprint GTM
• Release Date: April 11, 2025
• Description: The MarTech Podcast ™ explores the intersection of marketing and technology, featuring stories from world-class marketers who leverage technology to drive business growth and achieve career success. Each episode delves into the career paths, challenges, successes, and lessons learned by industry experts.

1. Introduction to the Episode and Guest

In this episode of the MarTech Podcast™, host Benjamin Shapiro welcomes Jordan Crawford, the founder of Blueprint GTM. Jordan specializes in helping companies target prospects precisely when they encounter their problems, utilizing intelligence that is often overlooked. The primary focus of the discussion is formulating a strategic response to a sudden decline in lead generation within a mid-market SaaS company.

Notable Quote:

"I'm Benjamin Shapiro and joining me today is Jordan Crawford, the founder of Blueprint GTM, which helps companies target prospects the exact moment they have their problem."
— Benjamin Shapiro [01:15]

2. The Challenge: Sudden Drop in Lead Generation

Benjamin poses a critical scenario to Jordan: as the Chief Marketing Officer (CMO) of a mid-market SaaS company with a team of Sales Development Representatives (SDRs), how should one respond to an unexpected decline in lead generation?

Notable Quote:

"Game plan. God help us. You're the CMO of a mid market SaaS company with a staff full of SDRs. What's your game plan for handling a sudden drop in lead generation?"
— Benjamin Shapiro [01:15]

3. Jordan's Strategic Response

Jordan emphasizes the importance of diagnosing the root cause of the lead generation drop before taking any action. He advises against making hasty decisions, such as downsizing the SDR team, without understanding the underlying issues.

Key Points:

• Diagnosis Before Action: Jordan stresses the necessity of identifying why lead generation has decreased. Without this understanding, actions taken might miss the mark or create additional problems.

• Avoid Blame: Instead of immediately blaming the SDR team, it's crucial to explore other potential factors that could be contributing to the decline.

Notable Quote:

"My game plan is instantly figure out why our mutual friend who shall remain nameless just because we can. And that's funny, is it Doug Bell? Who's to say? So he was doing some work for a client and had this exact problem and it turns out that the competitor was promising a much lower price for more features. So what do you do you understand before you act."
— Jordan Crawford [01:44]

4. Understanding the Underlying Causes

Jordan shares an example where a client's lead generation dropped because a competitor offered lower prices with more features. This scenario illustrates how external market factors can impact lead generation and underscores the importance of comprehensive analysis.

Key Points:

• Competitive Analysis: Understanding competitors' offerings and pricing strategies is vital in identifying external threats to lead generation.

• Informed Decision-Making: Decisions should be based on data and analysis rather than assumptions or initial impressions.

Notable Quote:

"If you can understand that the answer is not fire everyone. No."
— Jordan Crawford [02:12]

5. The Pitfalls of Reactive Management

Benjamin anticipates a common reactive approach—blaming the SDR team—and contrasts it with Jordan's more measured strategy. He acknowledges that an SDR-heavy team isn't necessarily the solution to a lead generation issue.

Key Points:

• Reactive vs. Proactive: Avoiding knee-jerk reactions in favor of strategic, thoughtful responses.

• Team Utilization: Assessing whether the SDR team's current activities are effectively contributing to lead generation or if their roles need reevaluation.

Notable Quote:

"God. I was sure that's where you were going to go is like a team full of SDRs. That's the opposite of what I would do."
— Benjamin Shapiro [02:18]

6. Case Studies and Industry Examples

Jordan references successful strategies employed by industry leaders to illustrate effective responses to lead generation challenges.

Key Points:

• Salesforce's AI Integration: Highlighting Salesforce's investment in Artificial Intelligence (AI) and hiring more Account Executives (AEs) as a strategic move to enhance sales processes.

• Cloudflare's SDR Transformation: Cloudflare identified that 97% of their SDRs were merely order takers handling inbound leads. In response, they focused on building a robust brand to better engage prospects.

• Airbnb's Ad Strategy: Airbnb ceased all advertising, resulting in decreased bookings. However, this move saved them $330 million annually in Google ad spend, demonstrating the balance between ad investment and cost savings.

Notable Quote:

"Cloudflare wrote an amazingly good letter that Basically said look, 97% of our SDRs were order takers. They just were taking orders from our inbound. So we built this amazingly good brand."
— Jordan Crawford [02:48]

Additional Quote:

"Same thing happened with Airbnb. They shut off all their ads and like, you know how many people booked less? No people booked less. We just saved $330 million sending to Google every year."
— Jordan Crawford [02:58]

7. Strategic Responses to Lead Generation Issues

Drawing from these examples, Jordan advocates for a thoughtful and strategic approach to addressing lead generation problems. This includes:

• Brand Building: Strengthening brand presence to attract and engage leads organically.

• Role Optimization: Ensuring that sales and marketing roles are optimized for current market conditions and company goals.

• Data-Driven Decisions: Leveraging data and analytics to inform strategies rather than relying on assumptions.

Notable Quote:

"I think that we need to be a little bit more thoughtful about our actions. But yes, I think a team that has a bunch of SDRs where the utilization rate isn't great should probably try other things."
— Jordan Crawford [03:04]

8. Conclusion and Key Takeaways

The episode wraps up with Benjamin thanking Jordan for his insights and encouraging listeners to connect with him via LinkedIn and his company's website, BlueprintGTM.com. The overarching message emphasizes the importance of strategic thinking and data-driven decision-making in marketing and technology roles to drive business growth.

Final Thoughts:

• Focus on Customer Satisfaction: Maintaining customer happiness is crucial for sustained business success.

• Continuous Learning: Engaging with industry experts and resources can provide valuable knowledge and strategies.

Notable Quote:

"But until next time, my advice is to just focus on keeping your customers happy."
— Benjamin Shapiro [03:59]

Resources:

• Jordan Crawford's LinkedIn: LinkedIn Profile (Link available in show notes)
• Blueprint GTM Website: blueprintgtm.com
• Cannonball GTM LinkedIn Lives: Hosted by Jordan every Friday

Subscribe: To stay updated with the latest in marketing and technology, subscribe to the MarTech Podcast™ on your preferred podcast platform or YouTube.

This episode provides valuable insights into handling lead generation challenges by advocating for a strategic, data-informed approach rather than reactive measures. Jordan Crawford's experiences and examples from leading companies offer actionable strategies for marketers and technology professionals aiming to sustain and grow their business effectively.