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RD Station's Eric Santos on educating an emerging market

Patrick Campbell Jul 20 2021

Eureka! This is what Archimedes shouted as he ran down the streets of ancient Syracuse—fully nude. He wasn’t crazy. He wasn’t having a mental breakdown. He had just discovered what we know as the “Archimedes Principle,” which is “the upward buoyant force that is exerted on a body immersed in fluid is equal to the weight of the fluid that the body displaces.”

Now, I won’t endorse your discovery process, using close or otherwise, but there’s a lesson to be learned here. This moment is ingrained in the annals of history with its scientific significance, but also due to the shock value of the nature in which it was revealed. In other words, how you share your message can be just as important as what your message actually is.

You can be the operator of the best subscription product in the world, but if nobody hears about it, then no one’s gonna use it. It’s obvious to say, but executing it in the right manner is really, really less obvious. A flashy campaign isn’t always going to do it justice either. Occasionally, you’ll have to really get in the trenches and educate an entire market.

Perhaps no one is better suited to talk about this than Eric Santos, co-founder and CEO of RD Station. When they began, Marketing Automation was still in its infancy especially in Brazil where the company is based. Not only was he able to form a stronghold in Brazil, but he and the team expanded RD Station to 20 countries and 25,000+ happy customers. What were the secrets to his success? You’ll have to listen or read on to find out.

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Here we summarize the main takeaways for you to implement or hand off to your team for implementation.


Key term

What are frameworks?

A framework is the basic structure of a system or process that organizations can standardize for teams to understand and know exactly what to do and what is needed to successfully reach the desired outcome or goals.

Why are they important?

Frameworks facilitate organization, production, and execution. Frameworks save time because there is clear direction, teams are aligned, and action can be taken immediately. Additionally, they help foster consistency, collaboration, ownership, and can even help discover new or better processes.


Action plan:

What to do today: 
  • Follow Eric Santos.
  • Depending on your needs or purpose, schedule a time to meet with your team/s to discuss developing new frameworks.

What to do next quarter:

Build a framework that fits your business and its needs. 

Whether you’re just starting out, developing a new product, campaign, or even moving into an emerging market, as was the case with our guest, Eric Santos, having a framework will help you stay organized and execute. The key is to start building your framework with a solid understanding of what it is that you’re trying to accomplish. 

In Eric’s case, they were starting a company in an emerging market and needed to figure out how to break through. They determined the first step was to educate the market. So, they created a simple framework with their target market in mind:

Five things to do to drive your business:

  • Attract qualified visitors 
  • Convert them into leads
  • Nurture those leads throughout the funnel
  • Close more deals out of those leads
  • Analyze and optimize the whole process

Their framework was definitely more in depth, but this basic framework is what aided in the enormous task of educating an entire market that led to their success in Brazil.

It’s important to note that it doesn’t end with one framework, and it’s not one-size-fits-all. There will be frameworks within frameworks, and new frameworks that develop as a result of a previous one. Referring back to Eric, their first step was to educate the market—they built a framework to help them accomplish that. But once the market was educated, there was another step to follow, and that likely had its own framework to help them their next step.

Frameworks help you execute, and in business that’s critical. But frameworks will also be unique to your business, goals, and needs. So, we gathered some steps to help you get started building your own process framework:

  • Determine the initiative—what are you trying to accomplish?
  • Evaluate your current process—what works and what doesn’t?
  • Establish the proper sequence of steps
  • Determine what resources are needed
  • Assign ownership
  • Review and refine


What to do within the next year:

Implement your process framework, measure the outcome, and consistently evaluate it. Each time you utilize your framework/s, you’ll notice pros and cons about it. It’s important to continue modifying and expanding your frameworks as your needs change or evolve.


Who should own this? 

Ownership of process frameworks will be determined by the needs of your organization and/or individual departments.


Who's up next week?

Next week, Aaron Ross talks to us about the levers to scale.

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This is a ProfitWell Recur production—the first media network dedicated entirely to the SaaS and subscription space.




By Patrick Campbell

Founder & CEO of ProfitWell, the software for helping subscription companies with their monetization and retention strategies, as well as providing free turnkey subscription financial metrics for over 20,000 companies. Prior to ProfitWell Patrick led Strategic Initiatives for Boston-based Gemvara and was an Economist at Google and the US Intelligence community.

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