The 1 Stunning Hack We Used to 3X Our Spanish YouTube Subs in 30 Days

Summary

Perpetual Traffic Podcast Episode Summary Episode: The 1 Stunning Hack We Used to 3X Our Spanish YouTube Subs in 30 Days
Release Date: July 1, 2025
Hosts: Ralph Burns & Lauren Petrullo

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Introduction to the Episode

In this episode of Perpetual Traffic, hosts Ralph Burns and Lauren Petrullo delve into effective strategies for enhancing team productivity and achieving significant growth in digital marketing efforts. The focal point of their discussion revolves around a powerful technique they employed to triple their Spanish YouTube subscribers within a month. This strategy centers on prioritizing impact over sheer activity, specifically through the implementation of Most Valuable Activities (MVAs).

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The Challenge: Overwhelmed Marketers and Inadequate Focus

The episode begins with Ralph addressing a common pain point in the marketing world: overwhelm from excessive data and second-guessing decisions. He highlights that many marketers struggle because they lack a structured system to effectively utilize attribution data. This sets the stage for introducing a solution that offers clarity, confidence, and direction.

Ralph Burns (00:01): “Most marketers are overwhelmed second guessing every decision, drowning in data because no one taught them to use attribution the right way.”

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Introducing the MVA Strategy

Lauren Petrulo introduces the concept of MVAs—Most Valuable Activities—which she defines as the single most important priority for each team member. Unlike traditional goal-setting that often involves multiple tasks, MVAs focus on one critical activity that drives meaningful impact.

Lauren Petrulo (03:15): “It stands for most valuable activity. It is the single most important, most valuable priority you can give a member of your team.”

This shift from a cluttered to-do list to a singular focus helps in eliminating ambiguity and streamlining efforts towards achieving significant outcomes.

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Implementing MVAs: The Spanish YouTube Channel Case Study

Ralph and Lauren recount their experience applying the MVA strategy to their Spanish YouTube channel. Initially, their attempts to grow the channel involved numerous tactics like testing thumbnails, titles, and uploading frequently, which yielded minimal results—only 17 subscribers in 90 days.

Lauren Petrulo (09:34): “We launched the perpetual traffic YouTube channel in Spanish... the channel grew 17 subscribers in 90 days.”

Recognizing the need for a more focused approach, they redefined the goal to acquiring one net new subscriber per day. This specific, measurable target transformed their strategy from scattered activities to a consistent, impact-driven effort.

Lauren Petrulo (10:27): “...the most valuable activity was to grow the perpetual traffic YouTube channel. One subscriber a day. That was it.”

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Results and Impact

This refined approach led to tangible improvements. Although initial numbers seemed modest, the consistency fostered by the MVA strategy began to yield better results, eventually increasing their subscriber count to nearly 100.

Lauren Petrulo (13:57): “Should we say what the number is? It's almost 100 now.”

The key takeaway is that focusing on one impactful activity can lead to substantial growth over time, even if immediate results aren’t overwhelmingly large.

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Scaling MVAs Across the Team

Building on their success, Ralph and Lauren discuss how they expanded the MVA strategy to the entire team. They implemented a master spreadsheet to track daily MVAs, allowing for easy accountability and performance monitoring. Each team member was assigned a specific MVA aligned with their role, ensuring that everyone worked towards clear, measurable goals.

Lauren Petrulo (22:21): “...each individual manager is spot checking this particular Google sheet.”

They also established a color-coded system (green, yellow, red) to track progress and identify when performance evaluations were necessary. This structured approach facilitated consistent feedback and continuous improvement.

Lauren Petrulo (24:45): “If you have three reds in a row, that's a performance evaluation conversation.”

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Enhancing Team Dynamics and Motivation

Lauren emphasizes the importance of daily check-ins and clear communication to maintain momentum and motivation within the team. By reducing the focus to a singular, impactful activity, team members experienced increased confidence and sustained engagement.

Lauren Petrulo (32:29): “...distilling everything down to the most simplest activity that you know will have impact and will move the needle, allows them to feel confident in the momentum, allows them to feel secure that what they're doing is driving impact.”

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Conclusion and Key Takeaways

Ralph and Lauren wrap up the episode by underscoring the effectiveness of the MVA strategy in transforming daily workflows and achieving significant growth. The primary lessons from this discussion include:

1. Prioritize Impact Over Activity: Focus on one key task that drives meaningful results.
2. Set Specific, Measurable Goals: Clear targets facilitate better tracking and accountability.
3. Implement Structured Monitoring: Use tools like spreadsheets and color-coded systems to oversee progress.
4. Foster Consistent Communication: Regular check-ins and feedback sessions are crucial for maintaining team alignment and motivation.
5. Adapt and Scale: Apply the MVA strategy across different team members and projects to maximize overall impact.

By adopting the MVA approach, marketers and business leaders can streamline their efforts, reduce overwhelm, and achieve consistent, measurable growth.

Ralph Burns (34:30): “...this was a strategy that helped making working with tech-enabled inexperienced individuals 10 times easier and it became a dream rather than a nightmare.”

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Additional Resources

• Spanish YouTube Channel: perpetualtraffic.com/spanish
• MVA Spreadsheet Template: Available through the Spanish YouTube channel
• Subscribe & Review: Listeners are encouraged to subscribe, leave ratings, and reviews on their preferred podcast platform to stay updated with future episodes.

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By integrating the MVA framework, Perpetual Traffic provides listeners with actionable insights to enhance their marketing strategies and team management practices, ultimately driving sustained business growth.

Transcript

[Unknown Speaker]

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[Lauren Petrulo]

You'Re listening to Perpetual Traffic.

[Unknown Speaker]

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[Ralph Burns]

Hello and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, and the founder and CEO of Tier 11, alongside my amazing co host Lauren E.

[Lauren Petrulo]

Petrullo, the founder of Mongoose Media.

[Ralph Burns]

So glad you joined us here today. And today we're going to get right into it. How to work with Gen Z and Millennials. Probably as well, I'm assuming, because I don't know what these secrets are. Lauren is going to be dropping knowledge Bombs here, left and right.

[Unknown Speaker]

How you can make working with these.

[Ralph Burns]

Individuals, these groups, a dream instead of a nightmare. How is it done? Well, it's all done through this thing called MVAs. Not motor vehicle accidents. All UPI lawyers out there. What does MVA stand for? Lauren Petrulo.

[Lauren Petrulo]

It stands for most valuable activity. It is the single most important, most valuable priority you can give a member of your team.

[Ralph Burns]

All right, well, what exactly is it? Sounds like goal setting to me. Daily goal setting. No. Am I off base here?

[Lauren Petrulo]

No, that's fair. I think that's a fair assumption that it's like daily goal setting change that I would make here. So specifically with, like, millennials and gen zers, you're more focused on solving world peace sometimes. And our daily goals might have long to do lists that are just carrying over day to day to day. And if we don't know where to focus. Right. Everyone says if you don't have a priority or if everything is a priority, then nothing's a priority. And in daily goals, it already starts with goals as plural. This is saying there's a singular most valuable activity, so that if nothing else occurs, this is your singular focus for the day and the measurement of success for your role.

[Ralph Burns]

I like that because I think everyone who's listening to this probably has a to do list. I am looking at my remarkable two here of the to do list. I have a big to do list. Not to do's. I have big to dos because if I do all the to dos, it's gonna be like 30 things. But then I'm like, I need to focus on big to dos. And suffice to say, it's longer than three to five. And that list gets carried over, like, day after day, it seems like.

[Lauren Petrulo]

So, yeah, it's like a Pink Panther song.

[Ralph Burns]

Yeah.

[Lauren Petrulo]

To do.

[Ralph Burns]

To do.

[Lauren Petrulo]

To do. To do.

[Ralph Burns]

To do. Sort of like a 1970s, 1980s reference for somebody that's so young. The point is that focus is the key here, as opposed to getting lots of stuff done so that you. I mean, I used to create to do lists, like after the fact. Did it just so I could check it off. I'd put it on the list after.

[Lauren Petrulo]

I scratch it off.

[Ralph Burns]

Wow, that's like a feeling of accomplishment when in fact, less is more here. So how do you sort of. I like this strategy already. It's counterintuitive and simple, which I love simple because I think we tend to overcomplicate things. And maybe like the millennials and the gen zers, the types of ones that you've been working with maybe over complicate things and try and set things, set daily goals that are maybe too lofty and too wide reaching or too ambiguous. Too ambiguous, Yeah.

[Lauren Petrulo]

I would argue that more often it leans on too ambiguous. I think of especially with Gen Z and now Gen Alpha which is about to enter the workforce. They grew up in the school of YouTube. So a lot like we have a declining college graduation rate for a lot of individuals or like college introduction. A lot of the things that we do in performance marketing once it's published in a textbook is already outdated. So when we have millennials and gen zers and soon to be gen Alphas constantly finding in self sourcing how to do something, what they end up doing is finding a thousand different roads to roam. But when they're doing these different roads, not all roads are necessarily leading to Rome. And my goal with this most valuable activity was to have all roads lead to impact. And I think we have struggled with in the past, especially with gen zers of them being like I can try anything. They have been never more motivated to watch a YouTube video, to read a resource. They just want to track. They'll try. It's like shiny object syndrome but for learning. And they're very excited to jump into it and see what they can do. But they lose track of the long term vision. So some of the things that older adults with a lot more experience we have neglected because we're like, oh, younger generations understand technology, more we have neglected that experienced generations understand the unspoken truth. A lot of the things that YouTube videos skip or AI leaves out of the conversation. And what that ended up us doing is trying a thousand things, implementing more AI than could have been necessary, sometimes contributing to the AI slop of items. But the reality was is we were trying a thousand different things and neglecting to measure the impact of our efforts. And when we created a singular focus like the art of singularity, I was like, okay, it's very painful. So anyone that's listening, like you have to know that it's, it's not easy to do. But once you do it, holy smokes. We like our very first member of our team, our pack member that we tried this on, we accomplished 3x in 30 days of impact that exceeded what she had done in the 90 days before.

[Ralph Burns]

Huh. So you did three times the amount of product, three times the impact. 30 days, okay. Impact not necessarily just done like things that actually made a difference in the business. And in this particular case, maybe we can go into this one as a Good example, like, what was the impact? Was it greater client success for. Was it more money? Was it like, what was that impact? That was. It seems like it was obviously very measurable.

[Lauren Petrulo]

Yeah, it was super measurable. So this was a. This was an individual that was actually doing the perpetual traffic Spanish YouTube channel. So that's. I'm like, oh, I can be super transparent about this exact UK. So we launched the perpetual traffic YouTube channel in Spanish. We've been using hey Jen to create the videos. So, you know, podemos oblaran espanol on the podcast and sound much stronger. Ralph, side note, your voice is very similar to a very popular Spanish meme. So the way you sound in Spanish is quite good.

[Ralph Burns]

We're gonna leave links in the show notes. Do we have a quick link on this, like a perpetualtraffic.com or. No, we don't really forward slash Spanish.

[Lauren Petrulo]

We'll make it at the end of this. Yeah. So when we started doing this just before Christmas and from before Christmas through March 1st, so again, I'm like, I'm sharing this as it's going and how it's growing. And like, maybe on a later episode I could be like, oh, the thing I learned today to make it even better. But we had grown that channel 17 subscribers. Our podcast, as was number one in Nicaragua. I was like, oh, this is great. Let's do this stuff with Spanish. I went to VidSummit and like, I have friends with popular channels and they're making in multi languages and having the ability to provide what we know is working to more people than just in English. I was like, oh, yeah, let's do it. Let's grow, let's test. The channel grew 17 subscribers in 90 days.

[Ralph Burns]

Not exactly robust.

[Lauren Petrulo]

Now she was doing all the checks, right? She's uploading. She was testing thumbnails, she was testing titles and doing all the things, checking off all the boxes, watching every YouTube video and just testing and like, deploying more than may not have been necessary. So it was like, with labor and the cost of technology, I was like, man, maybe this was a failed experiment, but it wasn't. Not for effort. And for her, it was defeating. She's like, I'm doing all the things, I'm following all the videos, I'm testing all these things. Why isn't it taking off the way that I would expect it to? So we created this most valuable activity with her and her manager where all she had to do in the month of March or month of April was growing the perpetual traffic YouTube channel. One subscriber a day. That was it. I was like, I don't care how you do it anymore. There's no to do lists you're checking off. Oh, hey, you posted this on two Reddits. There's no. You're split testing four different thumbnails. It's like, I don't care how, you just have to grow it Net new subscriber, one person per day.

[Ralph Burns]

Okay, modest goal, but very specific, very measurable.

[Lauren Petrulo]

Very specific, very measurable. But you remember, like, she had other tasks, she had other responsibilities. But we had to distill the entirety of her job to this most valuable activity, which was about impact. So if you're listening, like, like, you, you have to be ready, like, you have to distill it down so simply that like you're feeding a baby little bird. And what resulted was every single day that month, we acquired at least one net new subscriber. And it started like one day, we had 10 net new subscribers. And I know these are pitiful little numbers, but you have to remember that Nothing. We had 17 subscribers after 90 days. And let's be real, more than half of those are people on my team. So it wasn't like strangers necessarily. Once we gave her the impact goal, then her focus on learning wasn't about what else to do. It was focus on impact. And that most valuable activity gave her momentum, gave her encouragement because it was so discouraging. Like, I'm doing all the things and it's not working. Now we're saying ignore what other people are telling you and do what you see is making the impact. And her job went from checking off to dos, to measuring impact, to going into analytics, and to focusing on how to drive the outcomes that she actually wants to achieve.

[Ralph Burns]

So I love this because it's very specific, very measurable, very action oriented, very results focused. It's like it's the outcome that you want and not necessarily the activity that you need to do to get the outcome. It's like, here it is. Now, in her defense, she could have, I don't know, maybe gone to Fiverr. She could have, like, she could have hit the cheat code on this. But I'm looking at our Spanish subscribers right now, and it is way more than 17 now. It is not 17,000, but it is more than when it first started. And should we say what the number is? It's almost 100 now.

[Lauren Petrulo]

Okay, great. So that's from April. And then we did it from April to, I think like May 15th. Then we switched and gave her a different MVA because that wasn't her primary focus. We were just giving her an internal account.

[Ralph Burns]

Right. You're also testing this out. It seems like testing out the. Something that was very. A small project. This isn't like a huge project, but it's a small sort of side project. It's not something specific for like one of your agency clients. It's. There's low risk. I remember you asked me about it, like, can I start a Spanish YouTube channel for perpetual traffic? I'm like, sure, go for it. So which is. I love these sorts of things with production hires initially just to like, we used to do this before. We would hire people, we would do something like this, and then we would pay them sort of after. But it's a great way to get people's feet wet and sort of understand like how they work, how you work with them, what motivates them, and doing small projects to start. Everybody now just wants to like, hire somebody and throw them in the deep end. And then they're like, they're gasping for air, looking for a life preserver. And you're like, well, why? Why are you drowning? Like, you should be swimming.

[Lauren Petrulo]

We just pushed you into the deep den. And we're like, figure it out and walk away. Even though we don't know how to swim either a lot of the time.

[Ralph Burns]

Right, Exactly. And that's. That's a very common management leadership strategy right there. We just, you know, if they even pay attention. Yeah.

[Lauren Petrulo]

Throw money and throw people.

[Ralph Burns]

Throw money. Or throw people at the problem. Exactly. So the point is, like, this was something very specific. Measurable, low risk, very cute. Like, we hired a new demand gen manager. So I will tell you, this is like, his goal is he has a qualified lead goal, but he also has. And he's guess. He would probably be Gen Z is my guess. But I'm not gonna like, figure out what his age is. But it's. That doesn't even matter. Like, if he's a millennial, like, I don't fucking care. The point is, like, he has a goal of closing 10 beauty brands alongside our sales executive or Beauty and Wellness. Because Beauty and Wellness we totally kick ass with and we've done tons of videos on this. The point is he has the capability to be able to do it. It's like between now and here and then, we have 90 days to be able to do it from a start date. And he started three weeks ago. And as I talked to my COO yesterday, he's like, it's three weeks. Clock's Ticking. It's outcome based.

[Lauren Petrulo]

Yeah, yeah, yeah. So in that capacity, like so we know what the big goals are, if it was to go down to daily, I would potentially invite you to consider having them do one dialogue a day so that I have response from a net new dialogue. So someone that you haven't already had a dialogue with, which means then you have 22 net new dialogues started which then by the power of that may yield your 10 qualified calls or whatever that capacity is. But I would take it down to such a micro moment where you can have them and it sucks because like again like we only did that for a six week test and then we like rolled it out to other pieces. Parts of the team had more of our monos and gen zers jump into it. Like people started to finally feel good about what they were doing versus all the checkboxes. So the painful thing though is like you're like okay, you could potentially neglect all of your other tasks. I don't care. At the end of the day, you need to ensure that you have one net new perpetual traffic subscriber.

[Unknown Speaker]

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[Lauren Petrulo]

Every day. And then what we have is like, and I can share the screen. Like I made a clone template and I just, I'm only showing four I think pack members where I was like, okay, I like, I'll show the ones that I don't care. Like, I can be transparent on. Cause it hasn't have to do with clients and stuff. And so like, like in the smallest capacity, you can translate this to bigger tasks or bigger roles.

[Ralph Burns]

So while you're showing your screen, like, the thing that I love about this is the specificity for the daily activity. Okay. Like for our goal, it's a qualified lead goal, but it's, it's a little bit delayed gratification too because I think like what you're doing is something I can measure it every single day. Am I off or on based upon today's results. And I remember when we were at TNC a year ago, you had like a couple of your team members there. I thought this was brilliant. You're like, you need. I forget which one of them. You're like, you need to get 30 business cards with 10 qualified leads, like by the end of this conference. And I was like, that's so good. Like, why didn't I do that? Like crap.

[Lauren Petrulo]

No, it was good. Yeah, that was clear. And I was like, all right, here you go. This is your goal and the way that I improve it, if anyone's thinking about taking that and you have members that are your team that are attending an event but have that goal the way that we, like we did a post mortem after the event, we're like, okay, cool. We're going to two check ins a day at the beginning of the day, like, okay, cool. Who do you have on your list? Who do you have your sights on? What is your plan? And then halfway through the day, like around 2 o' clock or something, check back in. How are you doing? How can I support you? That would just be the next thing.

[Ralph Burns]

And I remember I saw her coming, checking back in with you because we were like about to do an episode and she came in, she's like, Lauren, Lord, look at all these business cards. This guy, this is such a great lead.

[Unknown Speaker]

And you were like, that's great, great, great job.

[Ralph Burns]

Get back out there. I'm like, wow, LP is quite the taskmaster. It was like, meanwhile, my salesperson's like sitting around with his thumb up his ass, not doing anything, standing in the corner. But anyway, we'll set that aside.

[Lauren Petrulo]

You may not have given them clear direction on This I did not.

[Ralph Burns]

It was a failure of management. So anyway, the point is like I love the daily and the ability to have immediate feedback and I think that's part of the lesson here with you on the Gen Z millennial front is like getting that positive feedback on that one thing.

[Lauren Petrulo]

Yeah, super important. Like we are remote and we don't have that like water cooler conversation situation that you can do. And so that can be really challenging for some people. And like no one wants to feel discouraged. You're like, I'm doing all the things, I'm watching all the videos, I'm watching TikToks. And like a lot of people listening to this podcast will see like on TikTok, oh, this beauty brand could do it in no time. But so much of the story is not being told right. And when you have someone that's new or inexperienced or like working on emerging technology, they don't have the experience to tell them what that impact is. So this has worked really well. And I'll share my screen of like a base template version. So if you're on the YouTube channel, bonus points for you. If you're not, we'll do our best to describe it. So bear with us.

[Ralph Burns]

By the time this goes live, is it perpetualtraffic.com Spanish?

[Lauren Petrulo]

Correct. And then what I can do is I'll even if you go to the YouTube channel, I'll link this Google sheet so you can just copy and paste it.

[Ralph Burns]

Oh cool.

[Lauren Petrulo]

So that someone else just if you want to cheat and use mine. But what I have on the screen is in the month of July. I've got July starts in a Tuesday. I block out Saturdays and Sundays. So like here we just have four people on our team. Agostina is my assistant and so like in a later episode I could tell you why and how we just changed her MVA from what it has been previously. And it was like a game like oh my gosh, opened up so much lights. But her role we have pack member name their monthly goal and then what is their MVP for accountability. I'm changing it to be MVA because we used to say MVP because it's most valuable priority but then that minimum viable product, so now it's most valuable activity mva. So she gets green, like there's two rows next to her name. We have a temp check, green, yellow, red. And we have a note section so they have to self rate. So she will note did we have a successful daily meeting. Green means we had a 60 minute call or at least completed our agenda 30 minutes is, sorry, yellow means we had at least a 30 minute call and started an agenda. Or red equals no meeting or no agenda. So she has a daily meeting with me with a very specific agenda that's been like defined over two years of working with my admin team.

[Ralph Burns]

And so she fills that out on this spreadsheet.

[Lauren Petrulo]

She does.

[Ralph Burns]

So by the way, if you're not watching this over on YouTube, make sure it's you. Switch over to perpetualtraffic.com forward/YouTube. So then we'll redirect you somehow we'll figure out the Spanish thing. But Anyway, that'll be perpetualtraffic.com forward/spanish. So continue.

[Lauren Petrulo]

So here like everyone self evaluates and then our project manager checks it first thing in the morning. So she looks at everyone that has an MVA and ensures that they updated, they self scored. So the self scoring though we have to the left, how do you get green? How do you get yellow? How do you get red? And our rule is if you have three red in a row, that's a performance evaluation conversation. Interesting, because we've distilled down to one activity for your role.

[Ralph Burns]

One, one mva.

[Lauren Petrulo]

So if you have three days of red in a row, we need to understand what happened. Now the project manager checks this. Were they out? What was the thing? Checking against time track, checking against activities assigned to them, all that type of stuff. But they have to before they check out. Every day we have a daily check in channel on Slack. When they check out, they update this and they tell us, hey, I filled it out. So they will put in the notes like so for Agostina, did we have a successful daily. So she'll put in the notes. Yes. And like I have the notes specifically says how many bullet points were not actioned so in that daily agenda. Very templatized how we run those meetings. It's helped so much in our role. If she sets too much on the agenda that we don't get through, she has to make note of how many items we didn't cover.

[Ralph Burns]

Got it. Now just from a logistical standpoint, this obviously involves like a, like what we refer to as a 15 minute standup, which I assume you're dealing with a lot of people on your team or is this just for her because she's new?

[Lauren Petrulo]

Oh, that's just for her. She's my executive assistant, so it's just her.

[Ralph Burns]

Okay, makes sense like a few. You're doing this for your entire team. I'm like, oh my God.

[Lauren Petrulo]

No, no, no. There's no time to do any work.

[Ralph Burns]

Yeah.

[Lauren Petrulo]

Now, like everyone else, they're all on different teams. Right. So in our org chart, these three individuals report to three different managers. So that's why I'm like, I'm just showing different ones and I have no problem.

[Ralph Burns]

This is the master sheet for them. But then each individual manager is spot checking this particular Google sheet.

[Lauren Petrulo]

In theory, I don't know how much they're still doing it, but that's what I know for Paula and Samir's manager. I know they're checking it every day and seeing how their team is doing. So on that like they, the team can say green, yellow, red. And then we have like pack room of the month. We do shout outs and when someone has a full green week, they get called out for it.

[Ralph Burns]

Right.

[Lauren Petrulo]

And then if someone has three reds in a row, we discuss what's going on. Because now we need to do a performance plan since we distilled everything else. Like, Paola has multiple accounts that she's managing her. She's on our social media team and I'm just showing like for Mongoose Media, her goal for July is to get one net new subscriber on our Instagram account.

[Ralph Burns]

Love it.

[Lauren Petrulo]

So it's super clean. One net new subscriber. And so total is July. We're at like 898followers on Instagram. So if she hits like this is our your daily goals. This is the big macro goal. But her accountability is if she just grows at 30 or whatever how many days business days there are, she's winning, she is successfully completing her job. But we don't want to lose sight of like the real goal is actually hitting a thousand.

[Ralph Burns]

Got it.

[Lauren Petrulo]

And then what we do is like we link to it. So there's no dispute. Samir, he's on our copy team. So he is responsible for ensuring that my LinkedIn has a net new follower every day. Except actually it was net new but we changed it to five. So technically I just need to rewrite this. But green for him is does he have more than five subscribers? Yellow is three to five net new. Under three new or followers on LinkedIn is red.

[Ralph Burns]

Tremendous. So if like a director of marketing like this new in the position or maybe been around for a while or a VP of marketing has seven or eight different people that probably report to them or maybe a middle manager, whatever it happens to be.

[Lauren Petrulo]

Yeah.

[Ralph Burns]

Like can you do this in teams or is it because in your case I forget her name the on the first line because it's really, it's you and her on your one on one every single day. Which by the way, is another whole thing that I think a lot of managers forget about. Like when you hire somebody, remember our throw them in the deep end and like, why are you drowning? Kind of thing. I remember my first day in sales. It's like somebody took a yellow pages, if you remember what that is. I'm dating myself, slapped it on the desk and said, get to work, start calling. Literally, that was my training. It's like, well, isn't there any product training? So that's not the way to do it. I have a new hire on our sales team. 15 minutes every single day, stand up every single day, and then on call whenever her success is my success. Like it's 100%. So like that unto itself, I think is a lesson that I think a lot of people forget about. This is a Rockefeller habits thing, this is an EOS thing, this attraction thing. 15 minute standup. But because you've got one admin, like, what level does it become too much? Like, because I used to manage teams, like as a sales manager of like 10, 20 people, I couldn't have a stand up with everyone every single day. You know what I mean? So how do you manage it? Or do you just sort of manage it through the spreadsheet and then check in on them when they're one on one on a Friday or whatever it is? Like, what's your. What would you be your.

[Lauren Petrulo]

Well, at least to that, because like these three individuals report to three different teams.

[Ralph Burns]

Yep, yep, absolutely. So you're all sort of rolling up into a master spreadsheet, which I like.

[Lauren Petrulo]

Correct. So in that, like, I. I'd be super happy to explain like our meeting cadences because they've continued to evolve, but there's been something that's been true throughout the entirety of our existence where something in the last year that we realized is we overstack our meetings. So if this seems remotely interested to have people tell us in the telegram group and we can continue the conversation, I'm totally happy to be like, full transparency of what our meeting cadence looks like. But I know for Agassina, because she's my executive assistant, we have a very specific daily running agenda that has a very specific template which is like, first is like the top things that I LP need to look at. So she does it via top five things related to my calendar, top five things related to tasks, and top five things related to my inbox. Then there's like the things that she needs clarity on and whereas in the top things that need my attention, she can do a maximum of 5 per category. In the things that she needs clarity on, she's required to have at least four. And then there's some other stuff on it, but that is our hour. So on green is that we've had at least a 60 minute meeting or we've completed a full agenda, which means we've gone through everything on her list. She's got full clarity, she's set up for success for the rest of her day. Her and I don't have a 15 minute huddle. Check in. Her and I have ideally at least an hour because she's managing my inbox, she's managing what the team needs for me so that she's essentially my own personal bodyguard, bouncing the team from coming to me on slack and asking me things last minute. She can organize with our project manager, with our client success managers, based off of the client health, what really needs my attention and in what order.

[Ralph Burns]

Yeah, it's great. I mean everybody needs somebody like that. So I know you've got to go, but it can be done in a daily cadence. Like I choose to do it as a daily cadence. Like, but I also do, I do skip meetings because I basically have really one, one direct report, which is really my integrator. But I have skip meetings with my entire team every two weeks just to sort of check in. It's going to depend on what kind of hierarchical structure you have in your department. But especially I think for new hires though, the more the better. And then these types of goals. Daily goals. I love the daily goal. I love the mva.

[Lauren Petrulo]

Mva. I was like, goals is plural. This is. And it's not even like a goal is something you want to achieve. This is your the most important. Like, it's not a want to, it's a must.

[Ralph Burns]

Yeah, it is a must. Well, for all of this. And see everything over on the Spanish channel, which I am redirecting as we speak perpetualtraffic.com/forward/spanish. Make sure you subscribe over there, even if you don't speak Spanish. But you'll get the spreadsheet here. So that's wicked cool.

[Lauren Petrulo]

You will get the spreadsheet and you'll see like if you don't know where to start, you'll see that here I'm on our team. His minimum, his most valuable activity, the MVA was to have zero overdue tasks. That was it. I was like, you need to have zero overdue tasks because they weren't that successful. With marking stuff in ClickUp. So again, distilling everything down to the most simplest activity that you know will have impact and will move the needle, allows them to feel confident in the momentum, allows them to feel secure that what they're doing is driving impact. And then what we see spillover and like with the example with Samir, like that was a typo. I need to like clean that up. This is just from the demo. His MVA moved. He was no longer responsible for net one. So we had set that up for the very first month and then he just like greens across the board. There was no activity. So then we were able to move the goalpost a little bit. We had agreements on that because it felt fair based off of all the efforts and we want it to be a bit of a challenge. So the goal is you set the most painful, smallest one which might be for your demand gen manager is one dialogue, one net new dialogue a day. And so net new for you might be someone that you have not previously engaged in a conversation with in 14 days. Then it might become one phone call, like one answered dialogue versus a dialogue via email, whatever that kind of thing. Or it might be three in that capacity. This was remarkably game changing. As I said, it's like it helps making working with tech enabled inexperienced individuals 10 times easier and it became a dream rather than a nightmare.

[Ralph Burns]

Yeah, well that is the subject of today's show. Well, this is tremendous. Well, we'll leave links in the show notes over here obviously over@perpetual traffic.com Definitely check us out on our Spanish channel and to see the spreadsheet in action@petpetual traffic.com forward/YouTube. But you already knew that. So wherever you listen to podcasts, leave us a rating and review or and or comment over on Spotify. We will read them out in the air and you will become Perpetual Traffically famous. So on behalf of my amazing co host Lauren Ipatrulo, until next show everybody. See ya.

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