February 19, 2025 • 28 mins
In this episode of On the Move, we sit down with Kris Rzepkowski, Vice President of Corporate Business Development at Bennett Family of Companies. Kris shares insights into his exciting new role at Bennett and reflects on the journey that shaped his professional career. He also highlights the pivotal role industry associations like TMSA play in building connections, fostering growth, and influencing career trajectories. Plus, Kris gives us an inside look at the inspiration behind his "Playing with Trucks" video series. Don’t miss this conversation with a creative leader driving innovation in the industry!
Check out the Transportation Sales and Marketing Association (TMSA) website or engage with us on LinkedIn.
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Transcript
Episode Transcript
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Speaker 1 (00:18):
Hello everyone, welcome to On the Move.
I am Jennifer Karpis-Romain,executive Director of the
Transportation Marketing andSales Association, which is a
trade nonprofit educating andconnecting marketing and sales
professionals inside thetransportation and logistics
space.
And today on On the Move I haveChris Zaskampowski.
(00:39):
I knew I was going to mess itup.
I practiced it so many times,but I tried.
He is I will let him say hisown name in a minute because,
you know, totally messed up, buthe is VP of corporate business
development at Bennett family ofcompanies and he has a long
time TMSA member and supporter,so I should in fact be able to
say his last name at this point.
My apologies, chris.
(00:59):
Welcome to the show.
Hey, jen Zabkowski, zabkowski Ieven practiced it beforehand,
like four times A miss.
Well, welcome to the show.
So happy to have you on here.
So I've known you for quite afew years.
For those of the peoplelistening and watching the show
who don't know you, can you tellus about your journey and
(01:21):
career in the industry?
Speaker 2 (01:23):
Sure, I started at Bennett Family of Companies in
2012, september.
I had been in marketing for 17years prior to Bennett, but I
had never been in thetransportation and logistics
industry.
So when I started and I wantedto get embedded into the
industry, I was looking forwhere the birds of a feather
flocked together.
(01:43):
And it didn't take me too longto find some information about
Transportation, marketing andSales Association, tmsa, and
within a year I was attending myfirst event.
Everybody was so kind.
I learned very quickly thatthis industry is all about
helping one another succeed.
Competition doesn't even matter, it's all collaborative.
(02:04):
Everybody helps.
Onboard me to the lingo, youknow what the different
companies are doing in thisspace.
And for the next 12 years atBennett, I ran our marketing
department and religiously cameto TMSA events, participated on
committees, led content, thatkind of stuff, just because I
believe so much in giving backto this industry and all that
y'all have given to me to helpme learn and get into this
(02:28):
business.
Speaker 1 (02:30):
That's awesome to hear.
That's obviously.
We met at TMSA back when I wasa member as well, before I took
over the association, andprobably my favorite thing was
when we did the speed networkingand you were our coordinator
and you had the cowbells and youwould ring it and it was very
funny.
But last September you switchedfrom then VP of Marketing and
(02:51):
Communications at Bennett overto VP of Corporate Business
Development.
So, how has your experienceprepared you for that role?
What has it been like switchingthat positions?
Why did you want to do that newchallenge ahead?
Speaker 2 (03:03):
I'm sure yeah, you know when, when you want to grow
in your career, sometimes youhave to shake it up.
I had been.
I had done everything that Icould humanly do in my role in
marketing.
So I thought we made it throughour 50th anniversary at Bennett
, which included writing a book,doing giant events, doing a
full marketing campaign, redoingour website.
(03:25):
I mean all the things that Icould imagine having done in
marketing.
I kind of had done, and Iwanted to be able to get out of
bed the next day and go okay,here's something, here's a
challenge.
That makes me reallyuncomfortable.
So sales and marketing seems togo together and us marketers
always want to have a betterrelationship with sales.
And as I started to chat withmy management team here at Bend,
(03:45):
I said I'm looking for anotheropportunity.
What do you think that I coulddo?
And they said, hey, with yourskills, how you know the
business, who you know, we thinkthat you can do business
development.
I said, well, I'm glad youthink so.
I've never done it before butI'd love to give it a shot.
And so I started that journey.
Probably middle of last year.
(04:07):
I started taking on someprojects that crossed over more
into the sales and businessdevelopment side, and then I
really started my role onNovember 1st of last year.
I kind of had to define my ownrole.
There was no such thing as avice president of corporate
business development.
At Bennett we are 14 differentoperating companies, all with
their own leadership inside oftheir own business units, and so
(04:29):
this role has me looking acrossthe business units to try to
bring the Bennett family ofcompanies solutions to the
marketplace, make it coherent,make it easy for a customer to
understand so that when theywant to engage in any of our
different services they kind ofhave one way to get into the
business.
So it's kind of a coolchallenge.
I will say one of the areasthat I dove into straight away
(04:54):
was a HubSpot implementation, soI'd love to chat with you about
that.
That's been a journey so far.
Speaker 1 (05:00):
Yes, so we are a HubSpot shop at TMSA as well,
and that was one of the thingsthat I did when I came at TMSA
was we had used it, or they hadused it for marketing, but then
we implemented all the sales,our websites in there, the
member portal, all of that stuff, and really figuring out where
(05:22):
you want to put things and howto get people to engage in that.
So kudos for leading thatcharge and getting that up to
speed.
Speaker 2 (05:31):
Yeah, surprisingly, this company has been here since
1974.
They've had fits and starts inCRM, but to have one central CRM
across all of our units and tryto onboard I mean we're looking
at between three and 400 usersacross the companies we engage.
When we engage HubSpot directly, come to find out their
(05:51):
implementation.
Partner for the logistics andtransportation industry is none
other than lead coverage, andlead coverage was a great
opportunity to be able to engagewith Kara and Eric at that
company and have them help dothe implementation.
So we're I don't know eightmonths into probably a year and
a half process to put HubSpot inplace.
(06:12):
I'm super impressed with thesystem.
As you know, it started as amarketing engine but it really
got itself more towards CRM astime has gone on and I have
salesforcecom whiplash from mypast life and HubSpot has been a
lot more pleasurable than thatso far.
Speaker 1 (06:29):
And so you mentioned it's been ongoing, and that's
something that I was going toask you about, because I think
one of the biggest mistakes.
So when I first came into TMSAthis is for why we're talking
about this I was a HubSpotimplementation partner and I was
very versed in CRM and allthose things, and so one of the
biggest mistakes that I see andI still see people making is
(06:52):
investing in implementation butnot ongoing support, and there's
continual changes going on inthe system.
They're constantly trying tomake improvements, making things
easier and better, but if we'renot training our employees how
to do that, then it can getreally lost, and so I'm
interested in hearing about yourjourney and, like making sure
that's a lot of people to use asystem and to get on board and
(07:13):
to feel good about it.
So what type of support andtraining are you offering your
team to get them to actually useit?
Speaker 2 (07:19):
Holy smokes, don't I know it.
You know, every, every humanbeing that engages with the
system has their own personaljourney with technology, which
is what I'm finding it's like.
It's not even that you can doit across a business unit or a
group sometimes.
Sometimes it's literal deathside support.
So, as I said, you know theimplementation partner and lead
coverage.
Their job is to get this setupgoing and they've provided some
(07:42):
initial onboarding training forsome of our business unit groups
as we've gone through.
We have one technology adoptionspecialist on our IT team.
That's helped lean into this alittle bit, with some desk side
support and just sort of some ofthe basic onboarding.
But I'll tell you what it isnonstop need, from my
(08:03):
perspective, to continue toengage with users directly, with
groups, directly with thesenior leadership that want
dashboarding.
Like you, I was actually verysurprised.
I'm like, oh, we finished abusiness unit.
No, we're just beginning Likethey sort of they start to use
it.
We're gonna have to hire aHubSpot admin.
There is no doubt in my mindit's gonna have to be internal.
(08:24):
We can't afford to outsourceforever.
It's just not financiallypossible.
So we have to build ourcapability with a new individual
and I'm training some of ouroperational folks that are used
to dealing with analytics andnumbers on the op side.
Anyway, they need to learn thenew system and help me embed it
into the business.
So I'm really trying to attackit from the bottoms up as well
(08:46):
to try to get some of the peoplethat are dealing with customers
every day, that are dealingwith communications through
other systems and they just haveto kind of migrate their
activity into HubSpot.
So it is an absolute journeyand I'm just beginning.
You know, nine months into it,I feel like I'm just getting
started.
Speaker 1 (09:03):
But you said a few key things there.
Number one you talked abouttalking to all users, which I
think is so important and a stepthat people often forget.
Of course, you want buy-in fromsenior leadership.
You want them to know what thesystem is doing, what they can
do.
But if you're trying to buildefficiencies and trying to get
people to use a system, engagingwith the people who are
(09:25):
actively using the system isincredibly important too, and
then getting that feedback fromother people that are going to
be using the system, likeoperations.
Hubspot does have a huge amountof reporting and analytics tools
, and so being able toefficiently use that that's
something at TMSA that westarted doing and we're building
(09:46):
.
Now we finally have everythingin there.
But how can we even somethinglike tracking okay, who went to
Elevate last year to this year,like building the properties and
making sure that we can easilybuild a report?
It took a minute to figure outhow to effectively do that, but
now we're in a rhythm and it isstreamlining our production of
being able to do something likethat.
But it took us a little bit tofigure out how to do that get
(10:07):
the right properties in place,talking to the right people who
could help us, and so it is aprocess and also that source of
truth.
Ok, everyone's going to need tobe in HubSpot.
This is where the informationis going to be.
Everyone has so many differenttypes of technologies, so many
different capabilities, butknowing, okay, this is where you
can go for this type ofinformation, where you should be
(10:28):
putting this type ofinformation incredibly important
.
So you may feel like you're atthe beginning, but I think
you're doing a great job ofputting all those pieces in
place.
Speaker 2 (10:38):
Well, thank you, I appreciate you saying that, and
it sounds like I might haveanother committee to listen in
on once in a while, because, Imean, learning is very important
at this point.
I am not an expert, but glad tohear that y'all are at TMSA, so
that's good.
Speaker 1 (10:49):
Yeah, I actually, earlier this month, I spoke at
the Transportation Club ofTacoma and this is part I was
talking about softwareintegration and how to maximize
the technology to get the mostfrom your team.
To get the most from your team,because your team is who is
able to talk to your customers,to show empathy, to have
relationships, to build thatreally great relationship.
(11:10):
Use the technology to be ableto give them, to streamline
those conversations, or to beable to look at the reports, to
be able to have the analyticsand all that.
So I think that's so important.
So it's funny that we'retalking about this now, because
I literally was just talkingabout it not too long ago.
So Awesome, very cool.
So one of my favorite thingsthat you've been doing over the
(11:32):
past couple of months is youstarted your playing with trucks
.
Is it just a YouTube series orcan people access it somewhere
else?
I found it on YouTube.
Speaker 2 (11:42):
Yeah, we've been posting it on YouTube.
I've also put it just on mykind of LinkedIn channel, my
personal account.
And the strategy there is, ifyou think about how companies
ought to brand their subjectmatter experts, if you start it
on their LinkedIn account andthen share it through the
company account, you're tryingto bolster the subject matter
(12:02):
experts within your company.
So that's our strategy is?
You know, I don't post it fromBennett, I post it from me, and
then we reshare it that way.
So LinkedIn and YouTube,basically.
Speaker 1 (12:16):
So tell us about playing with trucks.
What is the origin story?
Speaker 2 (12:18):
of this and what can people expect if they tune in.
So this is the kind of thingthat happens when you start a
new job.
You're like, well, how do Ifigure out this new role and I
coming into it?
I said, well, I have mymarketing background.
We've been working on videos atbennett for the last 10 years,
um, and I said there's, it wasalways like, uh, twisting arms
to get sales individuals to dovideo work.
I just just not in theirwheelhouse.
(12:39):
I said, well, I don't, doesn'tbother me a bit.
So I figured, first of all, whatcan I do bringing marketing to
business development?
And then I just startedthinking, okay, well, what's my
unique angle going to be?
To explain what the Bennettfamily of companies does and
make content that people want toengage with.
And I just remembered how muchI loved playing with you know
matchbox cars and trucks in thedirt as a kid.
(13:01):
And I figured I could use, youknow, toys.
There's toys on the market thatsort of represent a lot of the
different things that we do.
And I figured if I could buildmy own sets and have some of my
own props, sort of in a room infront of some cameras, it'd be
very easy to explain some of themore complex aspects of
trucking and logistics.
We do big, weird, heavy and uglystuff, so to try to explain
(13:23):
that in any other way is achallenge.
So my goal is to simplify it,like if I can dumb down wind and
early energy logistics or agovernment hazmat transport or
you know manufactured housingtransport to something that you
know a kid would understand andyou know use some of the props
that are you know toys which, bythe way, it's fun to order
(13:45):
those and get them in the houseand figure out how I'm going to
do that.
That was just like yeah, thatwas the idea.
And, um, honestly, I got totell you ChatGPT is my friend.
I mean me and Chat talked a lotabout this series until we got
it to a point that I was happywith, where I was going to take
the episodes and as I sit andwrite those scripts and figure
(14:07):
out how I'm going to go througha five-minute segment on a
particular aspect, I definitelyheavily lean into getting some
assist from AI.
Speaker 1 (14:15):
So and so one.
I am a fan of chat GPT too, butthe way that you just used it
like you're still fine tuningthe message, you're still the
thought leader, the expert, butworking through that.
So you mentioned a couple ofthe things that you've explained
.
What has the response been?
Have people been like oh, thisis great.
I now understand.
(14:36):
Is it something that you sendto customers?
How are you utilizing thevideos?
Speaker 2 (14:41):
Yeah.
So first of all, just from anawareness standpoint, like I
said, stepping into a new role,as soon as I started posting
those things, people started togo oh, you're in a different
role, you're doing differentthings and you're really helping
me understand stuff I hadinternals.
The first response was frompeople internally at Bennett
going oh, I didn't know how thatworked.
Nobody has explained that to me.
That's simply here at Bennett.
(15:01):
So it started internally andthen, the more that I've gained
some momentum with it, it'sturned external and I've had
folks reach out to me with that.
I would plan on continuing tosend out those pieces as just an
icebreaker when I do reach outsfor prospecting.
That to me is you would put aface to a name.
(15:22):
Here's a little piece ofcontent about me and just sort
of a different way of attackingprospecting.
So yeah, other than that, it'shelpful content for for Bennett
to put out there too from theirsocial channels.
I think that helps to humanizethe brand too, to be able to
meet you know some of theindividuals that are doing the
business every day.
Speaker 1 (15:42):
And do you plan to continue to do more videos or
are you kind of utilizing theones you've already done?
Speaker 2 (15:48):
Oh, I wish, wish.
So we had a wonderful socialmedia specialist, the, the guy
that we had, your young kid thatjust pushed bennett and us as a
marketing team toward reels andand this quick hitter content
stuff.
He's just a great video editor.
I can't build the content andedit at this, you know, it's
just, it's too much.
I really wanted a weekly cadenceand I was there for about 10
(16:08):
weeks and now I just have towait until we get another video
type of person in house atBennett to really pick the
series back up.
I mean, I could do it, but Iwould be spending every,
probably every every minute ofmy week working on it,
unfortunately, because you thinkabout it, you gotta write a
script, come up with the toys,do that stuff, then perform the
piece and then you got to haveit edited and editing could take
(16:35):
, you know, a day.
So I just need an editor.
So if anybody out there wantsto play with trucks with me and
I'll send you the material, thenyou can edit it for me and
whatever other than that.
It may sit there for a whileuntil we get some momentum again
, but for now I got ten, ten orso pieces that I can put out
there that explain differentaspects of the business yeah,
they're really cool.
Speaker 1 (16:48):
I mean I will.
I, I like to educate myself andall the different parts.
There's so many things to learn.
It doesn't matter how longyou've been in the industry you
will always learn something new,and so having the opportunity
to watch it in a really fun andengaging way, or even being able
to show my son, who also lovesto play in the dirt with all of
this stuff, it's really cool.
(17:10):
So I that really stood out tome.
So now that you are on like thebusiness development side, but
you have the experience inmarketing, do you find that
you're building, like, sales andmarketing alignment in in
Bennett, like, are you able toreally bridge those gaps
together in a more meaningfulway?
Speaker 2 (17:26):
Oh, a hundred percent .
That's so interesting to be onthis side.
Now you realize that it's notall about the marketing material
.
You look at the ways in whichthese folks need to reach out.
It's still really tough to getthrough gatekeepers to decision
makers and build out the accountsystem and really get a good
(17:47):
knowledge of all of your funnels.
And I'll just do a little pitchhere, cause I have been
consuming Kara's book, therevenue engine, um, because
we've been working with leadcoverage and I just respect Kara
very much to to create aprocess for a discussion around
sales and marketing alignment.
Um it, I understand themarketing side now, but to get
(18:08):
salespeople to talk aboutfunnels and really three of them
, it's the strangers, it's thenurturing that you're trying to
get.
You're in a process of buildinga sale, you're touching base
again until they're ready for asale and finally trying to close
the deal.
And then what we tend to focuson a lot at Bennett maybe unlike
, probably unlike most of thereally aggressive logistics
(18:29):
companies we work on ourcustomers all the time, like we
are so focused on the customerfunnel and just that repeat
business and the customer funnelthat you know.
I think sales here gets realoperationally oriented.
They're very mired in makingsure a customer gets served very
well and being very responsiveto that.
(18:51):
But so what I see just fromthat marketing and sales
partnership is the need to leanas much as we can toward the
prospecting funnel.
You've got to keep thatpipeline full and that's
definitely where I have a lot ofwork to do at this particular
company.
The prospect I don't know ifit's trucking in general,
because I know logisticscompanies out there all the more
(19:13):
aggressive, you know, dollarfor dollars type of a situation.
I mean they're prospecting allthe time, but for us we're
operating all the time we'redelivering, we're loading, we're
dispatching, and it is thatprospect funnel that needs the
most work.
Speaker 1 (19:27):
Good to know.
Good to know, good to know.
Yeah, I think that having thatexperience on both is so helpful
and really understanding.
Is there one thing, now thatyou are on the sales side, that
you wish?
When you were a marketer, youknew.
Speaker 2 (19:57):
Um, it's as I said, I think there's a lot of
technique to sales and in thedifferent, I guess,
personalities of individualsthat get into this business, I
always on the marketing side Ithink I had one point of view of
what a successful salespersonlooked like very extroverted,
very, you know they would alwaysstand out at a party or
whatever, but that is I didn'tknow that.
(20:19):
You know you can succeed insales to be very mild mannered,
a different personality type,and I'm actually taking a lot of
sales training.
Sandler system is what we'reworking with right now.
We just started a very in-depthprocess and learning, um, the
personality Styles of yourprospects through like a disc
assessment and that kind ofthing.
There's different strokes fordifferent folks across the
(20:41):
spectrum of sales.
So, um, I think some of ourmost successful sales people are
not the most I don't knowbubbly in a room, if you will.
So that's, that's something Ididn't know in marketing.
I thought everybody was sort ofcut from the same cloth.
Speaker 1 (20:56):
Yeah, I think that's a really good perspective, like
people engage with people, buthow?
Their preferred mechanism ofthat, and because some people,
you know, yeah, they like that,like hard hitting salesperson,
some people really just want tobuild a relationship.
I think in both of those theywant to be able to trust the
person, but like, how do you getthere?
So that's a really goodperspective and I do think it's
(21:18):
important to think about whatyour customer wants, where they
are, how to engage with thembest, even something as simple
as being like what's yourfavorite way to communicate?
Is it email, is it phone?
And just knowing that ahead oftime, so that way you can engage
with them in the way they wantto be as you know, there is no
(21:38):
such answer as the customer atany of these large accounts.
Speaker 2 (21:41):
The customer is consistent of between, you know,
5 and 15 decision makers, allwith different personality
styles and different needs inthe relationship.
So your ability of any personon the sales side to connect and
engage inside of that group ishow successful you're going to
be.
You know, maintaining anaccount for the long term.
Speaker 1 (22:01):
Absolutely Well.
This is great.
I do want to touch a little biton your involvement in TMSA,
because you have been around ourorganization for a long time.
You've served on the educationcommittee, like we talked about
at the beginning.
You were the facilitator forspeed networking.
In the past, bennett hasreceived both purpose and
trailblazers awards.
I'm sure probably compassawards in years past as well.
(22:22):
Now you have kind of shiftedyour career a little bit, but
how has your engagement in TMSAreally helped your career?
And if people are consideringjoining you know, what would you
say to them?
Speaker 2 (22:41):
It's all about what we've talked about today.
I mean sales and marketing is acontinuum, and so, as I've been
involved in the variouscommittees and met the different
individuals at TMSA, it hashelped me immensely go from a
complete neophyte in theindustry to somebody that knows
enough to be dangerous but alsobe very aware of the different
roles and steps in everybody'sjourney.
(23:03):
And it's to me whether, whenyou serve on the education
committee, as example, now yougot to put the hat on of okay,
well, what does?
Does Jen want to take back froma conference?
No-transcript, it's all aboutgiving back and it's all about
(23:35):
trying to help other people, andthere's so many.
I definitely have learnedthere's, I mean, 10 different
ways to do that at TMSA and useyour talents in different ways.
As an example, you know I do alot of event planning in my past
role at Bennett tons, and theElevate conference is a giant
event that you personally are incharge of, and for a while I
(23:58):
was really enjoying that aspectuntil I realized that the
involvement at TMSA and my dayjob felt very much the same and
I'm like, okay, well, that's notexactly what I want to do, so
let's work on just the educationside and help put content
together.
So your membership and yourparticipation can evolve over
time.
And obviously the biggestbenefit is also just the
(24:20):
networking, the individuals thatcome in and out of the
association most come in andmost never leave once they're
here.
You build lifelong friendshipswith these individuals.
I can call on any one of myclose colleagues here at TMSA
for all sorts of differentinsights, favors, business
advice, vendor suggestions.
(24:40):
That has been my number oneplace to find vendors in this
industry, to find people thatcan provide us with services at
Bennett when I need them.
Speaker 1 (24:51):
Well, I love hearing all that.
It's always great to hear thesupport of the members,
especially the ones that havebeen around for many years and
still finding value in theorganization, so thank you so
much for that.
We did talk about the awardsubmission, so I do want to let
everybody know that we havethree categories up for
submissions right now Purpose,trailblazers and Rising Stars.
(25:15):
You can submit for those awardsnow, through the end of March,
so get in on that.
Purpose is, if you have acommunity-based or
sustainability-based program,trailblazers, best of Marketing
and Sales, and then also RisingStars.
If you have somebody that'sreally awesome on your team,
that's been in the industry forfive years or less, you can
nominate them for that.
Speaker 2 (25:36):
Let me give a plug on that.
Okay, you know what gets peopleout of bed every day?
It's recognition.
And it's surprising that peoplein this industry if you look at
all the other associations, ata, tca I don't know any of you go
to the Matt's truck show nobodyin our particular profession is
getting recognized for the hardwork that they do, and I know
(25:57):
personally everybody in thisbusiness and marketing and sales
just works really hard.
So giving that little bit ofrecognition to your company's
efforts or to the person on yourteam is just like invaluable
career support for them.
So highly encourage members tosubmit their recognition, if
nothing else, just to helppeople feel good about their
(26:18):
life and career.
Speaker 1 (26:19):
Absolutely.
And you do get free submissionsas a member.
So there's really no cost toparticipate other than just
putting in the work to get itdone.
So thank you for that.
And then I have one lastquestion for you.
It's something I ask everybodythat comes on the show.
If you could go back in timeand advise a younger Chris,
anything personally orprofessionally, when would you
(26:39):
go back to and what would yousay?
Speaker 2 (26:43):
I would go back to, like probably right out of
college, so let's say 22 yearsold, something like that.
So let's say 22 years old,something like that, and I would
just say to be open to allsorts of different inputs into
your career.
So I feel like I felt like Ihad to compete against others
(27:05):
and try to make it on my own andprove myself.
And if I had known then thatthere's a community of people
like this in any industry.
But so let's take this one, forright now it's to lean into
that.
Lean into the circle of peoplethat are also doing what you do
for a living.
Lean into the people that areone step ahead of you, that are
(27:26):
leading the charge, that you canask questions to Community.
Just being more open to tocommunity, just being more open
to talking to individuals aboutwhat they do and how they do it.
That's I would.
If I knew now.
If I knew then what I know now,I'd be even more dangerous.
Speaker 1 (27:47):
So I think that's really great advice getting out
there, networking, building acommunity really important, I do
think it makes you feel lessisolated, too, and being able to
have that support when you needit.
It can be hard, and sosometimes you just need people
to help you through, so that isgreat advice.
Thank you, chris, for joiningus on the show today and
everyone who listened to us.
If you want to catch us nextweek, we'll be talking to
(28:08):
Whitney Cowell about all thingsgoing on at Virago Marketing and
what she's doing, and then shealso helps us with our community
give back at Elevate, so we'llbe talking about that.
So I will catch you all nexttime and thank you so much for
Chris for coming on the showtoday.
Speaker 2 (28:24):
Keep up the great work, jen, appreciate you.
Hello everyone, welcome to On the Move.
I am Jennifer Karpis-Romain,executive Director of the
Transportation Marketing andSales Association, which is a
trade nonprofit educating andconnecting marketing and sales
professionals inside thetransportation and logistics
space.
And today on On the Move I haveChris Zaskampowski.
(00:39):
I knew I was going to mess itup.
I practiced it so many times,but I tried.
He is I will let him say hisown name in a minute because,
you know, totally messed up, buthe is VP of corporate business
development at Bennett family ofcompanies and he has a long
time TMSA member and supporter,so I should in fact be able to
say his last name at this point.
My apologies, chris.
(00:59):
Welcome to the show.
Hey, jen Zabkowski, zabkowski Ieven practiced it beforehand,
like four times A miss.
Well, welcome to the show.
So happy to have you on here.
So I've known you for quite afew years.
For those of the peoplelistening and watching the show
who don't know you, can you tellus about your journey and
(01:21):
career in the industry?
Speaker 2 (01:23):
Sure, I started at Bennett Family of Companies in
2012, september.
I had been in marketing for 17years prior to Bennett, but I
had never been in thetransportation and logistics
industry.
So when I started and I wantedto get embedded into the
industry, I was looking forwhere the birds of a feather
flocked together.
(01:43):
And it didn't take me too longto find some information about
Transportation, marketing andSales Association, tmsa, and
within a year I was attending myfirst event.
Everybody was so kind.
I learned very quickly thatthis industry is all about
helping one another succeed.
Competition doesn't even matter, it's all collaborative.
(02:04):
Everybody helps.
Onboard me to the lingo, youknow what the different
companies are doing in thisspace.
And for the next 12 years atBennett, I ran our marketing
department and religiously cameto TMSA events, participated on
committees, led content, thatkind of stuff, just because I
believe so much in giving backto this industry and all that
y'all have given to me to helpme learn and get into this
(02:28):
business.
Speaker 1 (02:30):
That's awesome to hear.
That's obviously.
We met at TMSA back when I wasa member as well, before I took
over the association, andprobably my favorite thing was
when we did the speed networkingand you were our coordinator
and you had the cowbells and youwould ring it and it was very
funny.
But last September you switchedfrom then VP of Marketing and
(02:51):
Communications at Bennett overto VP of Corporate Business
Development.
So, how has your experienceprepared you for that role?
What has it been like switchingthat positions?
Why did you want to do that newchallenge ahead?
Speaker 2 (03:03):
I'm sure yeah, you know when, when you want to grow
in your career, sometimes youhave to shake it up.
I had been.
I had done everything that Icould humanly do in my role in
marketing.
So I thought we made it throughour 50th anniversary at Bennett
, which included writing a book,doing giant events, doing a
full marketing campaign, redoingour website.
(03:25):
I mean all the things that Icould imagine having done in
marketing.
I kind of had done, and Iwanted to be able to get out of
bed the next day and go okay,here's something, here's a
challenge.
That makes me reallyuncomfortable.
So sales and marketing seems togo together and us marketers
always want to have a betterrelationship with sales.
And as I started to chat withmy management team here at Bend,
(03:45):
I said I'm looking for anotheropportunity.
What do you think that I coulddo?
And they said, hey, with yourskills, how you know the
business, who you know, we thinkthat you can do business
development.
I said, well, I'm glad youthink so.
I've never done it before butI'd love to give it a shot.
And so I started that journey.
Probably middle of last year.
(04:07):
I started taking on someprojects that crossed over more
into the sales and businessdevelopment side, and then I
really started my role onNovember 1st of last year.
I kind of had to define my ownrole.
There was no such thing as avice president of corporate
business development.
At Bennett we are 14 differentoperating companies, all with
their own leadership inside oftheir own business units, and so
(04:29):
this role has me looking acrossthe business units to try to
bring the Bennett family ofcompanies solutions to the
marketplace, make it coherent,make it easy for a customer to
understand so that when theywant to engage in any of our
different services they kind ofhave one way to get into the
business.
So it's kind of a coolchallenge.
I will say one of the areasthat I dove into straight away
(04:54):
was a HubSpot implementation, soI'd love to chat with you about
that.
That's been a journey so far.
Speaker 1 (05:00):
Yes, so we are a HubSpot shop at TMSA as well,
and that was one of the thingsthat I did when I came at TMSA
was we had used it, or they hadused it for marketing, but then
we implemented all the sales,our websites in there, the
member portal, all of that stuff, and really figuring out where
(05:22):
you want to put things and howto get people to engage in that.
So kudos for leading thatcharge and getting that up to
speed.
Speaker 2 (05:31):
Yeah, surprisingly, this company has been here since
1974.
They've had fits and starts inCRM, but to have one central CRM
across all of our units and tryto onboard I mean we're looking
at between three and 400 usersacross the companies we engage.
When we engage HubSpot directly, come to find out their
(05:51):
implementation.
Partner for the logistics andtransportation industry is none
other than lead coverage, andlead coverage was a great
opportunity to be able to engagewith Kara and Eric at that
company and have them help dothe implementation.
So we're I don't know eightmonths into probably a year and
a half process to put HubSpot inplace.
(06:12):
I'm super impressed with thesystem.
As you know, it started as amarketing engine but it really
got itself more towards CRM astime has gone on and I have
salesforcecom whiplash from mypast life and HubSpot has been a
lot more pleasurable than thatso far.
Speaker 1 (06:29):
And so you mentioned it's been ongoing, and that's
something that I was going toask you about, because I think
one of the biggest mistakes.
So when I first came into TMSAthis is for why we're talking
about this I was a HubSpotimplementation partner and I was
very versed in CRM and allthose things, and so one of the
biggest mistakes that I see andI still see people making is
(06:52):
investing in implementation butnot ongoing support, and there's
continual changes going on inthe system.
They're constantly trying tomake improvements, making things
easier and better, but if we'renot training our employees how
to do that, then it can getreally lost, and so I'm
interested in hearing about yourjourney and, like making sure
that's a lot of people to use asystem and to get on board and
(07:13):
to feel good about it.
So what type of support andtraining are you offering your
team to get them to actually useit?
Speaker 2 (07:19):
Holy smokes, don't I know it.
You know, every, every humanbeing that engages with the
system has their own personaljourney with technology, which
is what I'm finding it's like.
It's not even that you can doit across a business unit or a
group sometimes.
Sometimes it's literal deathside support.
So, as I said, you know theimplementation partner and lead
coverage.
Their job is to get this setupgoing and they've provided some
(07:42):
initial onboarding training forsome of our business unit groups
as we've gone through.
We have one technology adoptionspecialist on our IT team.
That's helped lean into this alittle bit, with some desk side
support and just sort of some ofthe basic onboarding.
But I'll tell you what it isnonstop need, from my
(08:03):
perspective, to continue toengage with users directly, with
groups, directly with thesenior leadership that want
dashboarding.
Like you, I was actually verysurprised.
I'm like, oh, we finished abusiness unit.
No, we're just beginning Likethey sort of they start to use
it.
We're gonna have to hire aHubSpot admin.
There is no doubt in my mindit's gonna have to be internal.
(08:24):
We can't afford to outsourceforever.
It's just not financiallypossible.
So we have to build ourcapability with a new individual
and I'm training some of ouroperational folks that are used
to dealing with analytics andnumbers on the op side.
Anyway, they need to learn thenew system and help me embed it
into the business.
So I'm really trying to attackit from the bottoms up as well
(08:46):
to try to get some of the peoplethat are dealing with customers
every day, that are dealingwith communications through
other systems and they just haveto kind of migrate their
activity into HubSpot.
So it is an absolute journeyand I'm just beginning.
You know, nine months into it,I feel like I'm just getting
started.
Speaker 1 (09:03):
But you said a few key things there.
Number one you talked abouttalking to all users, which I
think is so important and a stepthat people often forget.
Of course, you want buy-in fromsenior leadership.
You want them to know what thesystem is doing, what they can
do.
But if you're trying to buildefficiencies and trying to get
people to use a system, engagingwith the people who are
(09:25):
actively using the system isincredibly important too, and
then getting that feedback fromother people that are going to
be using the system, likeoperations.
Hubspot does have a huge amountof reporting and analytics tools
, and so being able toefficiently use that that's
something at TMSA that westarted doing and we're building
(09:46):
.
Now we finally have everythingin there.
But how can we even somethinglike tracking okay, who went to
Elevate last year to this year,like building the properties and
making sure that we can easilybuild a report?
It took a minute to figure outhow to effectively do that, but
now we're in a rhythm and it isstreamlining our production of
being able to do something likethat.
But it took us a little bit tofigure out how to do that get
(10:07):
the right properties in place,talking to the right people who
could help us, and so it is aprocess and also that source of
truth.
Ok, everyone's going to need tobe in HubSpot.
This is where the informationis going to be.
Everyone has so many differenttypes of technologies, so many
different capabilities, butknowing, okay, this is where you
can go for this type ofinformation, where you should be
(10:28):
putting this type ofinformation incredibly important
.
So you may feel like you're atthe beginning, but I think
you're doing a great job ofputting all those pieces in
place.
Speaker 2 (10:38):
Well, thank you, I appreciate you saying that, and
it sounds like I might haveanother committee to listen in
on once in a while, because, Imean, learning is very important
at this point.
I am not an expert, but glad tohear that y'all are at TMSA, so
that's good.
Speaker 1 (10:49):
Yeah, I actually, earlier this month, I spoke at
the Transportation Club ofTacoma and this is part I was
talking about softwareintegration and how to maximize
the technology to get the mostfrom your team.
To get the most from your team,because your team is who is
able to talk to your customers,to show empathy, to have
relationships, to build thatreally great relationship.
(11:10):
Use the technology to be ableto give them, to streamline
those conversations, or to beable to look at the reports, to
be able to have the analyticsand all that.
So I think that's so important.
So it's funny that we'retalking about this now, because
I literally was just talkingabout it not too long ago.
So Awesome, very cool.
So one of my favorite thingsthat you've been doing over the
(11:32):
past couple of months is youstarted your playing with trucks
.
Is it just a YouTube series orcan people access it somewhere
else?
I found it on YouTube.
Speaker 2 (11:42):
Yeah, we've been posting it on YouTube.
I've also put it just on mykind of LinkedIn channel, my
personal account.
And the strategy there is, ifyou think about how companies
ought to brand their subjectmatter experts, if you start it
on their LinkedIn account andthen share it through the
company account, you're tryingto bolster the subject matter
(12:02):
experts within your company.
So that's our strategy is?
You know, I don't post it fromBennett, I post it from me, and
then we reshare it that way.
So LinkedIn and YouTube,basically.
Speaker 1 (12:16):
So tell us about playing with trucks.
What is the origin story?
Speaker 2 (12:18):
of this and what can people expect if they tune in.
So this is the kind of thingthat happens when you start a
new job.
You're like, well, how do Ifigure out this new role and I
coming into it?
I said, well, I have mymarketing background.
We've been working on videos atbennett for the last 10 years,
um, and I said there's, it wasalways like, uh, twisting arms
to get sales individuals to dovideo work.
I just just not in theirwheelhouse.
(12:39):
I said, well, I don't, doesn'tbother me a bit.
So I figured, first of all, whatcan I do bringing marketing to
business development?
And then I just startedthinking, okay, well, what's my
unique angle going to be?
To explain what the Bennettfamily of companies does and
make content that people want toengage with.
And I just remembered how muchI loved playing with you know
matchbox cars and trucks in thedirt as a kid.
(13:01):
And I figured I could use, youknow, toys.
There's toys on the market thatsort of represent a lot of the
different things that we do.
And I figured if I could buildmy own sets and have some of my
own props, sort of in a room infront of some cameras, it'd be
very easy to explain some of themore complex aspects of
trucking and logistics.
We do big, weird, heavy and uglystuff, so to try to explain
(13:23):
that in any other way is achallenge.
So my goal is to simplify it,like if I can dumb down wind and
early energy logistics or agovernment hazmat transport or
you know manufactured housingtransport to something that you
know a kid would understand andyou know use some of the props
that are you know toys which, bythe way, it's fun to order
(13:45):
those and get them in the houseand figure out how I'm going to
do that.
That was just like yeah, thatwas the idea.
And, um, honestly, I got totell you ChatGPT is my friend.
I mean me and Chat talked a lotabout this series until we got
it to a point that I was happywith, where I was going to take
the episodes and as I sit andwrite those scripts and figure
(14:07):
out how I'm going to go througha five-minute segment on a
particular aspect, I definitelyheavily lean into getting some
assist from AI.
Speaker 1 (14:15):
So and so one.
I am a fan of chat GPT too, butthe way that you just used it
like you're still fine tuningthe message, you're still the
thought leader, the expert, butworking through that.
So you mentioned a couple ofthe things that you've explained
.
What has the response been?
Have people been like oh, thisis great.
I now understand.
(14:36):
Is it something that you sendto customers?
How are you utilizing thevideos?
Speaker 2 (14:41):
Yeah.
So first of all, just from anawareness standpoint, like I
said, stepping into a new role,as soon as I started posting
those things, people started togo oh, you're in a different
role, you're doing differentthings and you're really helping
me understand stuff I hadinternals.
The first response was frompeople internally at Bennett
going oh, I didn't know how thatworked.
Nobody has explained that to me.
That's simply here at Bennett.
(15:01):
So it started internally andthen, the more that I've gained
some momentum with it, it'sturned external and I've had
folks reach out to me with that.
I would plan on continuing tosend out those pieces as just an
icebreaker when I do reach outsfor prospecting.
That to me is you would put aface to a name.
(15:22):
Here's a little piece ofcontent about me and just sort
of a different way of attackingprospecting.
So yeah, other than that, it'shelpful content for for Bennett
to put out there too from theirsocial channels.
I think that helps to humanizethe brand too, to be able to
meet you know some of theindividuals that are doing the
business every day.
Speaker 1 (15:42):
And do you plan to continue to do more videos or
are you kind of utilizing theones you've already done?
Speaker 2 (15:48):
Oh, I wish, wish.
So we had a wonderful socialmedia specialist, the, the guy
that we had, your young kid thatjust pushed bennett and us as a
marketing team toward reels andand this quick hitter content
stuff.
He's just a great video editor.
I can't build the content andedit at this, you know, it's
just, it's too much.
I really wanted a weekly cadenceand I was there for about 10
(16:08):
weeks and now I just have towait until we get another video
type of person in house atBennett to really pick the
series back up.
I mean, I could do it, but Iwould be spending every,
probably every every minute ofmy week working on it,
unfortunately, because you thinkabout it, you gotta write a
script, come up with the toys,do that stuff, then perform the
piece and then you got to haveit edited and editing could take
(16:35):
, you know, a day.
So I just need an editor.
So if anybody out there wantsto play with trucks with me and
I'll send you the material, thenyou can edit it for me and
whatever other than that.
It may sit there for a whileuntil we get some momentum again
, but for now I got ten, ten orso pieces that I can put out
there that explain differentaspects of the business yeah,
they're really cool.
Speaker 1 (16:48):
I mean I will.
I, I like to educate myself andall the different parts.
There's so many things to learn.
It doesn't matter how longyou've been in the industry you
will always learn something new,and so having the opportunity
to watch it in a really fun andengaging way, or even being able
to show my son, who also lovesto play in the dirt with all of
this stuff, it's really cool.
(17:10):
So I that really stood out tome.
So now that you are on like thebusiness development side, but
you have the experience inmarketing, do you find that
you're building, like, sales andmarketing alignment in in
Bennett, like, are you able toreally bridge those gaps
together in a more meaningfulway?
Speaker 2 (17:26):
Oh, a hundred percent .
That's so interesting to be onthis side.
Now you realize that it's notall about the marketing material
.
You look at the ways in whichthese folks need to reach out.
It's still really tough to getthrough gatekeepers to decision
makers and build out the accountsystem and really get a good
(17:47):
knowledge of all of your funnels.
And I'll just do a little pitchhere, cause I have been
consuming Kara's book, therevenue engine, um, because
we've been working with leadcoverage and I just respect Kara
very much to to create aprocess for a discussion around
sales and marketing alignment.
Um it, I understand themarketing side now, but to get
(18:08):
salespeople to talk aboutfunnels and really three of them
, it's the strangers, it's thenurturing that you're trying to
get.
You're in a process of buildinga sale, you're touching base
again until they're ready for asale and finally trying to close
the deal.
And then what we tend to focuson a lot at Bennett maybe unlike
, probably unlike most of thereally aggressive logistics
(18:29):
companies we work on ourcustomers all the time, like we
are so focused on the customerfunnel and just that repeat
business and the customer funnelthat you know.
I think sales here gets realoperationally oriented.
They're very mired in makingsure a customer gets served very
well and being very responsiveto that.
(18:51):
But so what I see just fromthat marketing and sales
partnership is the need to leanas much as we can toward the
prospecting funnel.
You've got to keep thatpipeline full and that's
definitely where I have a lot ofwork to do at this particular
company.
The prospect I don't know ifit's trucking in general,
because I know logisticscompanies out there all the more
(19:13):
aggressive, you know, dollarfor dollars type of a situation.
I mean they're prospecting allthe time, but for us we're
operating all the time we'redelivering, we're loading, we're
dispatching, and it is thatprospect funnel that needs the
most work.
Speaker 1 (19:27):
Good to know.
Good to know, good to know.
Yeah, I think that having thatexperience on both is so helpful
and really understanding.
Is there one thing, now thatyou are on the sales side, that
you wish?
When you were a marketer, youknew.
Speaker 2 (19:57):
Um, it's as I said, I think there's a lot of
technique to sales and in thedifferent, I guess,
personalities of individualsthat get into this business, I
always on the marketing side Ithink I had one point of view of
what a successful salespersonlooked like very extroverted,
very, you know they would alwaysstand out at a party or
whatever, but that is I didn'tknow that.
(20:19):
You know you can succeed insales to be very mild mannered,
a different personality type,and I'm actually taking a lot of
sales training.
Sandler system is what we'reworking with right now.
We just started a very in-depthprocess and learning, um, the
personality Styles of yourprospects through like a disc
assessment and that kind ofthing.
There's different strokes fordifferent folks across the
(20:41):
spectrum of sales.
So, um, I think some of ourmost successful sales people are
not the most I don't knowbubbly in a room, if you will.
So that's, that's something Ididn't know in marketing.
I thought everybody was sort ofcut from the same cloth.
Speaker 1 (20:56):
Yeah, I think that's a really good perspective, like
people engage with people, buthow?
Their preferred mechanism ofthat, and because some people,
you know, yeah, they like that,like hard hitting salesperson,
some people really just want tobuild a relationship.
I think in both of those theywant to be able to trust the
person, but like, how do you getthere?
So that's a really goodperspective and I do think it's
(21:18):
important to think about whatyour customer wants, where they
are, how to engage with thembest, even something as simple
as being like what's yourfavorite way to communicate?
Is it email, is it phone?
And just knowing that ahead oftime, so that way you can engage
with them in the way they wantto be as you know, there is no
(21:38):
such answer as the customer atany of these large accounts.
Speaker 2 (21:41):
The customer is consistent of between, you know,
5 and 15 decision makers, allwith different personality
styles and different needs inthe relationship.
So your ability of any personon the sales side to connect and
engage inside of that group ishow successful you're going to
be.
You know, maintaining anaccount for the long term.
Speaker 1 (22:01):
Absolutely Well.
This is great.
I do want to touch a little biton your involvement in TMSA,
because you have been around ourorganization for a long time.
You've served on the educationcommittee, like we talked about
at the beginning.
You were the facilitator forspeed networking.
In the past, bennett hasreceived both purpose and
trailblazers awards.
I'm sure probably compassawards in years past as well.
(22:22):
Now you have kind of shiftedyour career a little bit, but
how has your engagement in TMSAreally helped your career?
And if people are consideringjoining you know, what would you
say to them?
Speaker 2 (22:41):
It's all about what we've talked about today.
I mean sales and marketing is acontinuum, and so, as I've been
involved in the variouscommittees and met the different
individuals at TMSA, it hashelped me immensely go from a
complete neophyte in theindustry to somebody that knows
enough to be dangerous but alsobe very aware of the different
roles and steps in everybody'sjourney.
(23:03):
And it's to me whether, whenyou serve on the education
committee, as example, now yougot to put the hat on of okay,
well, what does?
Does Jen want to take back froma conference?
No-transcript, it's all aboutgiving back and it's all about
(23:35):
trying to help other people, andthere's so many.
I definitely have learnedthere's, I mean, 10 different
ways to do that at TMSA and useyour talents in different ways.
As an example, you know I do alot of event planning in my past
role at Bennett tons, and theElevate conference is a giant
event that you personally are incharge of, and for a while I
(23:58):
was really enjoying that aspectuntil I realized that the
involvement at TMSA and my dayjob felt very much the same and
I'm like, okay, well, that's notexactly what I want to do, so
let's work on just the educationside and help put content
together.
So your membership and yourparticipation can evolve over
time.
And obviously the biggestbenefit is also just the
(24:20):
networking, the individuals thatcome in and out of the
association most come in andmost never leave once they're
here.
You build lifelong friendshipswith these individuals.
I can call on any one of myclose colleagues here at TMSA
for all sorts of differentinsights, favors, business
advice, vendor suggestions.
(24:40):
That has been my number oneplace to find vendors in this
industry, to find people thatcan provide us with services at
Bennett when I need them.
Speaker 1 (24:51):
Well, I love hearing all that.
It's always great to hear thesupport of the members,
especially the ones that havebeen around for many years and
still finding value in theorganization, so thank you so
much for that.
We did talk about the awardsubmission, so I do want to let
everybody know that we havethree categories up for
submissions right now Purpose,trailblazers and Rising Stars.
(25:15):
You can submit for those awardsnow, through the end of March,
so get in on that.
Purpose is, if you have acommunity-based or
sustainability-based program,trailblazers, best of Marketing
and Sales, and then also RisingStars.
If you have somebody that'sreally awesome on your team,
that's been in the industry forfive years or less, you can
nominate them for that.
Speaker 2 (25:36):
Let me give a plug on that.
Okay, you know what gets peopleout of bed every day?
It's recognition.
And it's surprising that peoplein this industry if you look at
all the other associations, ata, tca I don't know any of you go
to the Matt's truck show nobodyin our particular profession is
getting recognized for the hardwork that they do, and I know
(25:57):
personally everybody in thisbusiness and marketing and sales
just works really hard.
So giving that little bit ofrecognition to your company's
efforts or to the person on yourteam is just like invaluable
career support for them.
So highly encourage members tosubmit their recognition, if
nothing else, just to helppeople feel good about their
(26:18):
life and career.
Speaker 1 (26:19):
Absolutely.
And you do get free submissionsas a member.
So there's really no cost toparticipate other than just
putting in the work to get itdone.
So thank you for that.
And then I have one lastquestion for you.
It's something I ask everybodythat comes on the show.
If you could go back in timeand advise a younger Chris,
anything personally orprofessionally, when would you
(26:39):
go back to and what would yousay?
Speaker 2 (26:43):
I would go back to, like probably right out of
college, so let's say 22 yearsold, something like that.
So let's say 22 years old,something like that, and I would
just say to be open to allsorts of different inputs into
your career.
So I feel like I felt like Ihad to compete against others
(27:05):
and try to make it on my own andprove myself.
And if I had known then thatthere's a community of people
like this in any industry.
But so let's take this one, forright now it's to lean into
that.
Lean into the circle of peoplethat are also doing what you do
for a living.
Lean into the people that areone step ahead of you, that are
(27:26):
leading the charge, that you canask questions to Community.
Just being more open to tocommunity, just being more open
to talking to individuals aboutwhat they do and how they do it.
That's I would.
If I knew now.
If I knew then what I know now,I'd be even more dangerous.
Speaker 1 (27:47):
So I think that's really great advice getting out
there, networking, building acommunity really important, I do
think it makes you feel lessisolated, too, and being able to
have that support when you needit.
It can be hard, and sosometimes you just need people
to help you through, so that isgreat advice.
Thank you, chris, for joiningus on the show today and
everyone who listened to us.
If you want to catch us nextweek, we'll be talking to
(28:08):
Whitney Cowell about all thingsgoing on at Virago Marketing and
what she's doing, and then shealso helps us with our community
give back at Elevate, so we'llbe talking about that.
So I will catch you all nexttime and thank you so much for
Chris for coming on the showtoday.
Speaker 2 (28:24):
Keep up the great work, jen, appreciate you.
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