Steve Smith of SANY America joins us to discuss the ups and downs of building a CRM for your sales team. How do you make sure they actually use it? Danny: Okay, let's jump into today's episode. I have Steve Smith here, Director of Marketing from SANY America, Steve, thanks so much for joining us today. Steve: For sure, yeah, for sure. Danny: So for those who aren't with the illustrious Steve Smith and SANY America tell us a little bit about who you are. Steve: Steve Smith, lifelong equipment junky, flunky, kind of got into marketing by default 'cause we didn't have a marketing department. Danny: I've never heard that before. Steve: So, yeah, yeah, I know it's standard in our industry, but we started from the ground up, I had to learn everything from the group up, but managed a couple hundred people and got into digital marketing back in the late '90s which at the time was, we made a decision that relationships were going to be managed differently and so we just got full boat into the internet and the rest is history, as they say. But so now I work with heavy equipment manufacturers and dealers and help them improve their brand presence. Danny: That's awesome. So what I want to talk about for today's episode, and there's a lot of things, obviously you've got a tremendous amount of experience, we were talking about off camera that, I mean you were into this back in the late '90s, I mean who else was doing that at that time? Steve: Nobody that I know of. Danny: Yeah. Steve: Yeah, at the time, yeah. There was a precursor to, I would say I was doing Google before Google was Google. By that I mean there was a company called Overture and Overture had these analytics that they used, key word, bars and charts, and there were two and three, four-word phrases that if you match the content of that search term into the title tag and the body of your website you would own the internet. You could have four or five, you know, first-place positions and that's not true today 'cause things have shifted-- Danny: Sure. Steve: But it's possible with good strategy to make a huge difference in digital so it's doable it just takes a lot of work and strategy. Danny: Yeah, so I would ask, you know, back then and then to now, like how important is it to be able to have that digital strategy, that online strategy? Steve: Fundamentally the most important thing marketing wise. Danny: Why is that? Steve: I just think that people engage with brands differently. I think that they do a lot of research in the beginning, they're kind of qualified before they buy, and we can't control that buyer journey. And so if you're creating a good first impression, and you're doing this throughout the course of their interaction with your company I think by default they're going to give you a chance. Danny: Yeah. Steve: Absolutely. Danny: Yeah, you know- you mentioned the whole buyer's journey and how that's all shifted and it's dramatically shifted, you know, even before we were talking about the Amazon effect, I mean just as consumers you know it's like we are all, I feel like we're, we are conditioned to buy differently, and it's like this speed and I want this information and I want it now. Steve: Yeah. Danny: And it's no more of let me make a phone call to a rep and try to set up,