Tech Sales: Building the Missing Leg of the Stool

A couple of years ago, Gerry Pond, the godfather of New Brunswick's tech scene, put out a challenge with $500,000 in funding attached to increase our sector's sales capacity. A lack of expertise in sales was hurting our region's prospects.

Well, that call has been heeded.

On Episode Nine of the TechTalks podcast, I'm chatting with Shelley Rinehart and David Alston, two local leaders behind progressive programs that are building our sales and marketing capacity. After all, the best product or idea, without strategic marketing and sales, will struggle to make it to market.

Training that talent is essential. We started the show by chatting about what's going on at the university. Dr. Rinehart, MBA Director in the Faculty of Business at UNB Saint John and a marketing professor, has long been an advocate for tech and trying new things, which is fitting because the program she runs isn't a traditional MBA. Intense and cosmopolitan, it recently moved to Saint John's city centre to create more "collision" opportunities with the business community.

The time was ripe, as Greater Saint John's economic development agency's vision for reinvigorating the Uptown includes an Innovation District to capitalize upon its rapidly growing IT cluster. It's a model that's worked in places such as Waterloo, where co-location and collaboration between university and business are critical to a thriving tech scene.

Dr. Shelley Rinehart

"Having a university presence in your business core is a real energy boost," Shelley says. Along with formal opportunities to collaborate, there is great value in the informal connections that are made. A casual conversation while waiting in line for lunch at the market, for instance, or over coffee, can lead to internships and job opportunities.

Thanks to the prod and investment from Gerry Pond, and the business community's feedback, sales is now central to the MBA program, which takes a problem-solving approach to this business skill. Recently accredited by the Canadian Sales Professionals Association, the program is now working to establish a Research Chair in Applied Sales Research.

It’s time to let go of that old stereotype of the slimy salesman. David made me chuckle when he cited the fictional example of Herb Tarlek from the 80s sitcom WKRP. It’s this image that comes to mind for me every time too! Today, sales is about being a good listener, a problem solver, and building strong relationships.

 "These are fundamental skills, regardless of whether you have the word 'sales' in your title or not," David says. "Every CEO of every tech startup should be a great salesperson."

To him, sales and marketing are inextricably linked to strategy, weaving through the entire organization, from understanding customer pain points to product development. He speaks from the deep experience of a wildly successful career that's merged his twin loves of technology and marketing. David held leadership roles at NB Tel and iMagic TV, was CMO at Radian 6, one of the region's most significant exits, and has worked with government and non-profits to advance technology in New Brunswick.

He sees marketing as deserving of a seat at the big table. 

David Alston

And David stresses that marketing strategy needs to be there from the beginning, not an add-in a few years in, as he sees too many companies doing. But even for those founders who are alert to the need for a strong CMO early in the company, he saw a talent gap. When people asked for recommendations, he struggled to come up with candidate suggestions.

So, he did what entrepreneurs do. He set out to solve that problem.

He founded Marketswell Solutions, a CMO accelerator, earlier this year to nurture marketing leaders. He'd planned for an initial cohort of five and got ten strong applicants. The program gives them the confidence and skills they need to help lead their organizations,  and to capitalize on our region's scrappiness to go big, to think global. You can't create unicorns without a savvy marketing strategist to help get you there. It takes a team.

Today, there is so much opportunity in sales and marketing, strategic skills for every startup. And we're so fortunate to have builders like Shelley and David who are working to keep growing the talent that will, in turn, advance our tech sector.

I'm sold.

To listen to our conversation, click here to listen.

Here's a peek at some of the highlights from this episode:

• [4:41]:  Shelley explains the evolution of UNB's unique program.

• [16:14]: David on how our region's deep value on relationships is advantageous when it comes to customers.

• [26:50]: Shelley talks about how sales used to have a "tarnished reputation" and how that's changed.

• [31:11]: David digs into the crossover between sales and marketing in B2B.

• [41:55]: Shelley on the role of mentorship in creating a critical mass of sales leadership.

• [48:34]:  David talks about the role of experiential learning and practical on-the-job experience.

Don't Miss an Episode.

Do you subscribe to the TechTalks With Cathy Simpson Podcast? If not, please do. Every week, my guests and I cover many different topics around innovation, technology and the future. Click here to listen and subscribe in iTunes. You'll find us on Spotify, Apple Podcasts, Google Podcasts, PodLink and everywhere else you enjoy podcasts.

And sign up for our newsletter to never miss an update.

Links

UNBSJ MBA Program

Economic Development Greater Saint John

Timbertop Adventures

Brilliant Labs

LivingSJ

Marketswell

Your Industry 4.0 Primer

We are in the midst of the fourth Industrial Revolution, advancing from manual manufacturing through to automation and onward into autonomous operations. 

If talking about Industry 4.0, AI, robotics and the Internet of Things makes you nervous, don’t worry. Martin Davis, my guest on Episode 8 of the TechTalks podcast, is here to demystify it all for us. A Chief Information Officer, he is the managing partner of DUNELM Associates, which provides IT strategy services with a specialty in advanced manufacturing. 

You don’t need advanced degrees in computer science or engineering to take advantage of this evolution. 

“If you think Industry 4.0 is just about the technology, you couldn't be further from the truth,” Martin says. 

What it comes down to, he explains, is using data from your machines to make better decisions, faster. 

That sounds pretty straightforward. But Martin says that data collection is a first step many organizations still haven’t taken. Without a solid base of reliable data on, say, how often a piece of equipment is idle or down for maintenance, you don’t have a clear picture of how your machines, people and overall operations are running or where the bottlenecks are. Without that, you can’t make sound business decisions, including, perhaps, to automate or invest in new technology. 

Martin points to a client who did some basic data collection and was shocked to find all of their equipment was running below 50% capacity. That must have been a pretty striking discovery!

When they then looked at their operations, they discovered a process problem that was easy to address. 

If you’re new to all this, Martin suggests you start simply by gathering data, the foundation for Industry 4.0, which is the relationship between your cyber or computer assets, and your physical ones. 

Martin Davis

There are many buzzwords in this space, and we define a handful of them at the end of this post, including advanced manufacturing, machine learning, AI, big data and more.  You may have heard of the Internet of Things? In our households, this may be a smart thermostat or door locks that we can control through apps on our phones. Well, the Industrial Internet of Things is the same idea, just in a factory setting. 

Again, Martin makes it easy to understand. He points to the example of a wireless sensor on a tank to measure fuel level. With this information, an operator could build a top-up alert process for when the fuel gets low.  

As you can see, you don’t need to jump in and buy a robot or automate your entire line right away. 

While the ultimate advanced manufacturing model is an autonomous factory that needs minimal human input, this isn’t realistic for most organizations. Martin talked about the Industry 4.0 Maturity Model, a continuum to measure where companies fall in six areas: technology, supply chain, operational excellence, data, manufacturing and people.  

So, along with sensors, hardware and software, Industry 4.0 requires leadership and strong human resources. It’s governance, it’s strategy, and, crucially, it’s change management. As Martin says, if you can’t get your team on board with the shift, “then you're not going to get that far.” 

And, of course, it’s about talent. We need more deep technical skills, and the roles range from engineers, data scientists, process designers, developers, business analysts, entrepreneurs, and more. Unlocking more talent and ensuring we have a steady supply is a priority. Last week’s podcast with two deans of computer science re-iterated they are on a growth plan. It is so exciting to see the threads connecting between different episodes. What is becoming clear is the genuine potential of these emerging trends and technologies to transform our economy. The future for Atlantic Canada is looking bright. 

Terms: 

IoT, or the Internet of Things: A network of physical objects embedded with sensors, software and other technologies so they can connect to and exchange data with other devices and systems over the Internet.

IIoT, or the Industrial Internet of Things: A network of industrial devices connected by communications technologies to create systems to monitor, collect, exchange and analyze data. These insights can then help drive smarter business decisions. 

Machine Learning: A form of AI that uses algorithms to “learn” from data. This way of processing data can quickly draw conclusions that might take humans months or years.  

Artificial Intelligence: Machines process different pieces of data to identify patterns earlier. For instance, AI may be used for predictive analytics for machine failure. 

Big Data/Data Analytics: A field that deals with data sets that are too large or complex to be dealt with by traditional software.

Advanced Manufacturing: Using automation for minimal human intervention. May include equipment, robotics, sensors, and tools such as artificial intelligence and machine learning to make better decisions. 

To listen to our conversation, click here to listen.

Here’s a peek at some of the highlights from this episode:

• [4:25]:  Martin explains why Industry 4.0 is not just about technology and what it actually means. 

• [9:54]: Martin unpacks some terms such as the Internet of Things (IoT), Industrial Internet of Things (IIoT), machine learning, AI, and advanced manufacturing. 

• [23:55]: We talk about the explosion of opportunities made possible by Big Data. 

• [25:45]: Martin describes the JDI Roundtable on Manufacturing Competitiveness and the maturity model of Industry 4.0, where New Brunswick manufacturers can see where they are on the continuum and where they could improve.

• [38:36]: Cathy talks about Digital Boost, a new TechImpact program that connects local tech companies and New Brunswick organizations to accelerate their digital transformation. 

• [40:00]: The show ends on one of Cathy’s favourite subjects: careers! 
  

Don’t Miss an Episode.

Do you subscribe to the TechTalks With Cathy Simpson Podcast? If not, please do. Every week, my guests and I cover many different topics around innovation, technology and the future. Click here to listen and subscribe in iTunes. You'll find us on Spotify, Apple Podcasts, Google Podcasts, PodLink and everywhere else you enjoy podcasts.

And sign up for our newsletter to never miss an update. 

Computer Science Programs and the Jobs Pipeline

We need more talent. 

It’s a constant refrain from our region’s tech sector. I hear it from business leaders and emerging entrepreneurs, from global companies and startups. The shortfall between the demand for more skilled workers and supply is our top limiter of growth.

Our post-secondary institutions are critical to the supply challenge, as they educate and graduate so many members of our future workforce. I was thrilled to have Dr. Luigi Benedicenti and Dr. Andrew Rau-Chaplin, the Deans of Computer Science at the University of New Brunswick and Dalhousie University, respectively, join me to talk curriculum, collaboration, and our region’s unique value proposition to students.

Rising Demand

Dr. Andrew Rau-Chaplin

We covered a lot of ground in this episode, including the broader context. We spent some time off the top talking about the pervasiveness of technology and how computing’s changing how we live, work, and learn. Today, even the least technical among us interact with digital technology in our daily lives, from our phones and cars to how we shop and work. 

Technology touches all parts of our lives, which has vast implications for the future of computer science. “If it is going to run the infrastructure of the world, if it's going to define what an organization can accomplish, it is really the study of the moment,” Andrew says. 

And it’s not just tech companies that need computer science grads. Every organization is digital now. Even businesses and people who may have shied away from technology in the past now realize that the future is digital. 

Beyond Numbers 

Expanding talent isn't just about quantity, although we certainly need more students in computer science programs. As Luigi says, UNB’s programs have doubled since 2008, “and it's absolutely not enough. If we were to double it again, we still wouldn't be able to support the growth that is required here.”

Along with producing more computer scientists, growing talent also means increasing diversity. We need to make more room for people of different genders, races, ethnicities, ages, sexuality, languages, educational backgrounds, and more. And we also need to think more holistically about talent. The tech sector needs experts in sales, product management, project management, marketing, and more. That’s what’s so fascinating about this industry: the breadth of talent required is unbelievable.

Going Global

Dr. Luigi Benedicenti

Computer science attracts many international students. The vast majority come to study and to stay. 

“We have a great story to tell because we really have a fantastic environment, this is a great place to live,” Andrew says. “And that is hands-down something that attracts people.”

As Luigi points out, the benefits of recruiting students and workers go beyond merely filling a vacancy. These students are risk-takers, and many come from entrepreneurial backgrounds. 

“Every time we welcome an international student to our campus or to Canada, we import both cultural and technological innovations,” he says. “They enhance our competitive advantage, and they create new opportunities for all of us.” 

But there are challenges, including bureaucratic hurdles and a highly competitive global job market. It’s going to take a team effort to overcome the barriers and I know together we can and will.

Part of a Pipeline

Universities and colleges are not islands, of course.  They’re essential pieces of the talent pipeline that starts in the K-12 school system and continues into industry. The only way that we're going to build a robust supply of skilled tech workers is if the entire ecosystem has a shared vision, partnerships and collaboration.

Partnerships with business and government are critical, especially as competition is global. International students, in particular, have a lot of options. So our entire sector needs to coordinate our efforts to advance a winning value proposition.

There are many ways to bridge the school-work gap, an appealing option for students hungry to connect theory with practice. Opportunities must include more experiential learning in tech companies or IT departments and new co-op models, such as alternating work and academic terms or a hybrid model in which students spend mornings at school and afternoons at work. There are research projects, hack-a-thons, entrepreneurial training, fireside chats, and many more ways the private sector and universities can come together to help students build their skills, networks and on-the-job experience. 

And let’s drop that tired old 1980s persona of what computer science is all about. Let’s keep talking about what’s being built out of the region, meeting more role models, and celebrating the successes happening right here.

To listen to our conversation, click here. 

Here’s a peek at some of the highlights from this episode:

• [9:00]:  My guests dig into why computer science matters more than ever. 

• [21:48]: Andrew on how increasing the talent supply feeds different kinds of growth, including attracting anchor companies and supporting the digital transformation of SMEs. 

• [26:52]: Luigi talks about how Atlantic Canada is fertile ground for the digital economy. 

• [30:15]: Andrew discusses the need for diversity so that computer scientists build things that reflect us “as a total society.”

• [41:12]: Luigi on how international students and immigrants bring cultural and technological innovations, enhance our competitive advantage, and create new opportunities. 

• [54:30]: We close on the idea of ditching outdated ideas about computer science. Amen to that.

Don’t Miss an Episode.

Do you subscribe to the TechTalks With Cathy Simpson Podcast? If not, please do. Every week, my guests and I cover many different topics around innovation, technology and the future. Click here to listen and subscribe in iTunes. You'll find us on Spotify, Apple Podcasts, Google Podcasts, PodLink and everywhere else you enjoy podcasts.

And sign up for our newsletter to never miss an update. 

Links

UNB Faculty of Computer Science

Dalhousie University Faculty of Computer Science

Atlantic Provinces Economic Council Report on Digital Technology Firms 

Estonia Digital Citizenship Program