Meeting Title: Brainforge x Mixpanel: Partnership + Joint GTM Date: 2025-11-19 Meeting participants: Holly Condos, Uttam Kumaran, Hannah Wang, Jay Chitnis
WEBVTT
1 00:00:40.460 ⇒ 00:00:42.850 Uttam Kumaran: Hello! Morning.
2 00:00:43.090 ⇒ 00:00:44.629 Holly Condos: Morning, how are you?
3 00:00:44.840 ⇒ 00:00:45.810 Uttam Kumaran: Good.
4 00:00:46.220 ⇒ 00:00:47.650 Holly Condos: Did you just… We.
5 00:00:48.040 ⇒ 00:00:52.150 Uttam Kumaran: I… did not check it out yet.
6 00:00:52.440 ⇒ 00:00:53.060 Holly Condos: Okay.
7 00:00:54.370 ⇒ 00:00:58.519 Uttam Kumaran: But I do have time after this, we can just, maybe hop on.
8 00:00:58.720 ⇒ 00:01:00.240 Uttam Kumaran: If that’s okay with you.
9 00:01:00.720 ⇒ 00:01:06.180 Holly Condos: Sure, I… I actually have an appointment at 11, but I could do it after that.
10 00:01:06.180 ⇒ 00:01:08.590 Uttam Kumaran: Okay, yeah, after… I’m gonna be sort of, like, in…
11 00:01:08.720 ⇒ 00:01:11.839 Uttam Kumaran: I’m just working on stuff for the team all the rest of the day, so…
12 00:01:11.970 ⇒ 00:01:16.549 Holly Condos: Yeah, yeah, so, I mean, I basically… thank you for
13 00:01:17.020 ⇒ 00:01:24.259 Holly Condos: flagging it. I wanted to talk to you about it anyway, but, yeah, I honestly didn’t…
14 00:01:25.040 ⇒ 00:01:32.759 Holly Condos: I think I misinterpreted or misunderstood, didn’t get that there was going to be this much work this quickly.
15 00:01:32.960 ⇒ 00:01:33.370 Uttam Kumaran: Yeah.
16 00:01:33.370 ⇒ 00:01:41.119 Holly Condos: trip side, and… And I did not communicate
17 00:01:41.660 ⇒ 00:01:47.020 Holly Condos: earlier by saying, hey, I did meet with, with, Rico last week.
18 00:01:47.400 ⇒ 00:01:54.300 Holly Condos: on the… the, setup that we did in linear, but, you know, I think I…
19 00:01:55.470 ⇒ 00:02:01.430 Holly Condos: And it’s… it’s more… it’s on me for not asking and not communicating better, but…
20 00:02:01.430 ⇒ 00:02:05.500 Uttam Kumaran: No, that’s… it’s… that’s totally fine, and this is what… this is what happens
21 00:02:05.750 ⇒ 00:02:07.809 Uttam Kumaran: hear a lot. So, for me, it’s like.
22 00:02:07.810 ⇒ 00:02:08.270 Holly Condos: does.
23 00:02:08.270 ⇒ 00:02:10.280 Uttam Kumaran: Once we figure out… well, meaning, like.
24 00:02:10.280 ⇒ 00:02:11.340 Holly Condos: Figure out.
25 00:02:11.540 ⇒ 00:02:14.349 Uttam Kumaran: We’re figuring out the scope of every role.
26 00:02:14.640 ⇒ 00:02:15.779 Holly Condos: Yeah, well…
27 00:02:15.780 ⇒ 00:02:20.219 Uttam Kumaran: This partnership work just got, like, created, and so for me, my job is, like.
28 00:02:20.810 ⇒ 00:02:28.709 Uttam Kumaran: okay, who do we have? Who wants to own what? And then, like, what are the gaps? Yeah. And then it’s like, okay, what can I fill? Who do we need?
29 00:02:28.890 ⇒ 00:02:32.430 Uttam Kumaran: So from… that’s basically it. But yeah, we can… we can chat.
30 00:02:32.430 ⇒ 00:02:33.409 Holly Condos: Now, we can talk about that.
31 00:02:33.410 ⇒ 00:02:33.950 Uttam Kumaran: there.
32 00:02:33.950 ⇒ 00:02:35.010 Holly Condos: Yeah.
33 00:02:37.590 ⇒ 00:02:38.730 Uttam Kumaran: Hey, Jay.
34 00:02:41.220 ⇒ 00:02:45.400 Jay Chitnis: There we go, can you guys… Okay, hey, how’s it going?
35 00:02:45.400 ⇒ 00:02:46.879 Uttam Kumaran: Hey, good, how are you?
36 00:02:46.880 ⇒ 00:02:49.430 Jay Chitnis: Alright, thanks. Alright, what’s the B?
37 00:02:50.070 ⇒ 00:02:54.530 Uttam Kumaran: The B is, Bucknell, that’s where I went to school, like, and it’s,
38 00:02:54.660 ⇒ 00:02:57.530 Uttam Kumaran: It’s in Central PA, I don’t know if you’re familiar with it.
39 00:02:57.920 ⇒ 00:03:00.639 Jay Chitnis: I’ve heard of it, I’m a West Coast guy, but I’ve heard of it.
40 00:03:00.640 ⇒ 00:03:08.129 Uttam Kumaran: I’m also a West Coast guy, but I just happened to go to school there, and now I’m in the middle, I’m in Austin now, so…
41 00:03:08.280 ⇒ 00:03:12.079 Uttam Kumaran: Where in the West Coast were you, or are you?
42 00:03:12.390 ⇒ 00:03:14.629 Jay Chitnis: I’m just in the Bay Area.
43 00:03:14.840 ⇒ 00:03:18.319 Uttam Kumaran: Okay, cool. Yeah, I grew up in the East Bay, in San Ramon.
44 00:03:19.140 ⇒ 00:03:20.240 Jay Chitnis: Oh, okay.
45 00:03:20.240 ⇒ 00:03:20.920 Uttam Kumaran: Yeah.
46 00:03:22.120 ⇒ 00:03:23.420 Jay Chitnis: Pass for Valley, alright, it is.
47 00:03:23.420 ⇒ 00:03:27.629 Uttam Kumaran: Oh, great. Okay. Yeah, and Hannah is in LA.
48 00:03:27.990 ⇒ 00:03:38.310 Uttam Kumaran: So, boo, and then… And then Holly’s also kind of also, everywhere, but I know Holly, you kind of split time in San Diego, and yeah.
49 00:03:38.310 ⇒ 00:03:39.600 Holly Condos: East Coast, yeah.
50 00:03:40.960 ⇒ 00:03:45.889 Jay Chitnis: Holly, San Diego is where I went to school, and it’s God’s country, as far as I’m concerned.
51 00:03:45.890 ⇒ 00:03:59.800 Holly Condos: I think everyone says that. I’m from Colorado originally, and I moved here for a job, thinking, oh, I’ll probably go back to Colorado, but I haven’t, because it is God’s country, it’s pretty nice.
52 00:04:00.060 ⇒ 00:04:01.440 Jay Chitnis: That’s not bad, no.
53 00:04:02.130 ⇒ 00:04:07.949 Jay Chitnis: Alright, so I know we’ve been… we’ve been kind of exchanging emails, just, you want to just set the stage in terms of what.
54 00:04:07.950 ⇒ 00:04:09.020 Uttam Kumaran: Yeah.
55 00:04:09.020 ⇒ 00:04:09.560 Jay Chitnis: Yup.
56 00:04:09.890 ⇒ 00:04:27.800 Uttam Kumaran: Yeah, so, we do a lot of mixed panel work. Robert, my business partner, like, previously was, like, closer with the Mixpanel team, and doing a lot of co-selling, and we’re on the partner directory. We continue to do a bunch of MixedPanel work. We’d love to…
57 00:04:27.800 ⇒ 00:04:31.989 Uttam Kumaran: You know, go deeper and sort of see, like, one, how we can, like.
58 00:04:31.990 ⇒ 00:04:41.749 Uttam Kumaran: account share, but also kind of a couple things that I feel like were unique is just, like, we can do a lot more execution on the marketing side, and so would love to just sort of hear, like.
59 00:04:41.820 ⇒ 00:04:45.139 Uttam Kumaran: What you’re thinking about in going to market, how you’re thinking about
60 00:04:45.420 ⇒ 00:04:55.130 Uttam Kumaran: partner co-selling or partner searched deals, and then, like, how can we help? You know, and I’m happy to give you a background in Brainforge and everything like that.
61 00:04:55.130 ⇒ 00:05:08.489 Jay Chitnis: Yeah, I was just gonna say, so I’ll give you a quick flyby in terms of, like, what I’m looking at, what I’m trying to do, and then maybe it might be a better use of time to just understand a little bit more about
62 00:05:08.670 ⇒ 00:05:22.709 Jay Chitnis: you know, what… who you are, what you do, and how we can, potentially, collaborate. Sure. And then I think we can figure out what the go-to-market motion could look like. So I’m running partners here
63 00:05:22.710 ⇒ 00:05:31.870 Jay Chitnis: specifically focused in North America, and that includes everything, right? So that includes… traditionally, what Mixpanel has done in this part of the world, at least, is…
64 00:05:31.970 ⇒ 00:05:36.800 Jay Chitnis: Really focus more on the technology partners versus.
65 00:05:36.800 ⇒ 00:05:37.400 Uttam Kumaran: Okay.
66 00:05:37.890 ⇒ 00:05:40.640 Jay Chitnis: But, you know, my…
67 00:05:40.690 ⇒ 00:05:56.800 Jay Chitnis: My thinking is that we need to do a little bit more with some other partners, like, like, potentially like you guys, where what… where there’s some services involved, where there’s some integration involved, and there’s some other, aspects of getting into a,
68 00:05:56.800 ⇒ 00:06:02.910 Jay Chitnis: More of, let’s say, a marketing-based persona, rather than the product persona that we traditionally… Sure.
69 00:06:02.930 ⇒ 00:06:07.990 Jay Chitnis: So yeah, so that’s my interest, and yeah, that’s… I’ll stop there.
70 00:06:08.550 ⇒ 00:06:20.959 Uttam Kumaran: Cool, yeah, maybe I… I’ll just… we have a little bit of a deck, I’ll just run through it, and yeah, we can… we can take away from, you know, any action items and kind of go from there. So let me just pull this,
71 00:06:21.560 ⇒ 00:06:22.969 Uttam Kumaran: Let me pull this up.
72 00:06:28.040 ⇒ 00:06:39.879 Uttam Kumaran: Yeah, so, kind of like, as… as I mentioned, we do a lot of brain… we do a lot of mixed panel work, but let me just tell you a little bit about the company. So, company is some… is,
73 00:06:40.000 ⇒ 00:06:43.379 Uttam Kumaran: It’s a business that started about two and a half years ago.
74 00:06:43.570 ⇒ 00:06:53.979 Uttam Kumaran: We primarily started the business, as a data analytics consultancy. My background is in data engineering, worked in several different,
75 00:06:53.990 ⇒ 00:07:10.999 Uttam Kumaran: you know, product and e-com companies, kind of increasingly smaller startups, leading data teams and leading product at a data company, and started this business, mainly just to sort of take a lot of those learnings, bring it into various businesses, but do it at a pace and at a quality that I think
76 00:07:11.000 ⇒ 00:07:19.179 Uttam Kumaran: So people find it hard to sort of get, whether it’s from, you know, full-time internal hires,
77 00:07:19.480 ⇒ 00:07:38.319 Uttam Kumaran: or just kind of in this, like, mid-market, large segment. So typically, we work with, companies that are 100 million in the portfolio. We’re a group of data folks, and so our primary,
78 00:07:38.320 ⇒ 00:07:47.990 Uttam Kumaran: mode is to come in. We partner directly with the, you know, the leaders in the business, identify, sort of, opportunities for data, and then start to build.
79 00:07:47.990 ⇒ 00:08:02.860 Uttam Kumaran: It’s a mix of, you know, building a great foundation of data, so building data warehousing, ETL, modeling, and then, of course, you know, into product analytics and instrumentation. But additionally, a lot of our
80 00:08:02.910 ⇒ 00:08:10.710 Uttam Kumaran: Work is actually driving towards outcomes, so how can you use analytics to ask more questions faster, and…
81 00:08:10.710 ⇒ 00:08:30.640 Uttam Kumaran: you know, drive decision making. And so that is what we pitch. You know, data is one of the ways that we accomplish that. We’ve worked with a lot of SaaS companies and other companies that are leveraging Mixpanel. We also do work with Amplitude, and so we’ve kind of worked with the slew of product analytics. Both Robert and I have a background
82 00:08:30.640 ⇒ 00:08:36.119 Uttam Kumaran: Sort of doing funnel analysis, doing, you know, product analytics events, things like that, so…
83 00:08:36.120 ⇒ 00:08:51.969 Uttam Kumaran: that’s a lot of what we do, maybe to kind of set the stage on our team. So you have Holly on the call, Holly’s on our partnerships team, Hannah sort of does a lot of different things at the company, but I’m also on marketing, partnerships, and then Rico, will kind of help with logistics.
84 00:08:52.550 ⇒ 00:08:58.399 Uttam Kumaran: I know we only… I think I… we were previously… I forgot who we were talking to, but I know there’s been some…
85 00:08:58.400 ⇒ 00:09:01.930 Jay Chitnis: changes at Mixpanel. Yeah. So we’d love to even just hear about, like.
86 00:09:02.160 ⇒ 00:09:05.390 Uttam Kumaran: yeah, I guess, like, how partnerships works, and, like.
87 00:09:05.430 ⇒ 00:09:23.900 Uttam Kumaran: how things have changed. Again, to give you a sense, like, a lot of, you know, Robert, he was sourcing a lot of deals from y’all, and I think we were getting some deals from the partner portal before. But again, now that we’re starting getting a little bit more organized about how we’re selling with partners, and we’re finding it
88 00:09:23.940 ⇒ 00:09:30.080 Uttam Kumaran: Not only are our deals closing faster, but a lot of our clients
89 00:09:30.080 ⇒ 00:09:48.240 Uttam Kumaran: are very inundated with, like, how to choose vendors. Like, they don’t… they are… a lot of them have expressed, like, okay, they actually like that when we come in, we bring, like, recommendations, and so when we come into a typical engagement, we’re making 5 to 10 different procurement decisions for them.
90 00:09:48.240 ⇒ 00:09:59.539 Uttam Kumaran: Whether it’s on their behalf or, you know, sort of assisting in that. So, great opportunity, and we… and also, fundamentally, we, like, love the product, so we do a lot of mixed panel work, so that also makes it easy to…
91 00:09:59.720 ⇒ 00:10:01.190 Uttam Kumaran: For us to pitch y’all, but…
92 00:10:01.190 ⇒ 00:10:16.879 Jay Chitnis: When you say you do a lot of mixed panel work, like, give me a little bit more sense. Is it more services? Is it more on the data side? Is it, like, you know, is it implement… is it implementing Mixpanel, or is it all the stuff that kind of goes around Mixpanel that eventually would get into Mixpanel?
93 00:10:17.330 ⇒ 00:10:33.650 Uttam Kumaran: Yeah, so we don’t, I would say where we don’t do anymore is, like, actually writing Mixpanel into, like, the front end, but we typically partner with the company’s front end or engineering team to, like, basically tell them how to implement it. We’re the downstream consumers of that data, though.
94 00:10:33.650 ⇒ 00:10:42.669 Uttam Kumaran: So, we typically have a directive from the company that we need to measure things, or we come into a company, and maybe they bought Mixpanel at some point, or bought Amplitude, or…
95 00:10:42.670 ⇒ 00:10:59.470 Uttam Kumaran: And they don’t have a real… they’re like, nobody’s looked at it, and so we’re kind of the people that drive the outcomes. Commonly, it’s used in two ways. One, we have a lot of work that we just do directly in the tool, so… and then other times, we’re actually bringing that data out into a warehouse, combining it, and reporting on it in an external BI tool, so…
96 00:10:59.690 ⇒ 00:11:05.429 Jay Chitnis: Yeah, so that… so, in terms of partner, kind of, profile, that’s exactly what I’m looking for, right?
97 00:11:05.430 ⇒ 00:11:06.010 Uttam Kumaran: Okay.
98 00:11:06.010 ⇒ 00:11:11.859 Jay Chitnis: and I’ll tell you why, because, what we’re…
99 00:11:13.410 ⇒ 00:11:36.920 Jay Chitnis: I’m not looking for… I don’t think the product in and of itself lends itself well to being, like, more reseller-oriented. It’s more solution, and you can, you know, you use the word outcome, it’s more outcome-oriented. And so, I’m looking for partners who, A, understand that, and can actually deliver around it, right? So, partners, in my mind, are going to make money with a round mixed panel by either…
100 00:11:36.980 ⇒ 00:11:43.310 Jay Chitnis: Potentially reselling, although there’s not much money in that, frankly.
101 00:11:43.310 ⇒ 00:11:47.430 Uttam Kumaran: Yeah, and actually, I’ll tell you, we have very little interest in the reseller fee.
102 00:11:47.430 ⇒ 00:11:47.870 Jay Chitnis: Perfect.
103 00:11:47.870 ⇒ 00:11:55.489 Uttam Kumaran: In fact, for the most part, if we do business together, I’d rather you say, like, hey, we can dedicate that to marketing, co-marketing.
104 00:11:55.490 ⇒ 00:11:57.040 Jay Chitnis: There you go, I love it.
105 00:11:57.040 ⇒ 00:12:12.370 Uttam Kumaran: My business is not made on that type of money for us. In fact, the reason why I think a lot of our clients trust us is because we make vendor decisions, like, without being, like, we’re this shop or that shop. It’s like a holistic decision.
106 00:12:12.370 ⇒ 00:12:16.879 Jay Chitnis: And we like to partner with the best tools in the market. Like, there are a lot of other crappy tools that we’re not…
107 00:12:16.880 ⇒ 00:12:21.680 Uttam Kumaran: having these conversations with, you know, so I think we’re aligned there, for sure.
108 00:12:21.680 ⇒ 00:12:24.849 Jay Chitnis: Yeah, and, and so,
109 00:12:25.230 ⇒ 00:12:38.449 Jay Chitnis: Given your propensity to look at the customer’s environment in its totality, and then be able to recommend not only tools, but also kind of transformational sort of activities and things.
110 00:12:38.450 ⇒ 00:12:47.799 Jay Chitnis: That’s really what I’m, like, you know, I would consider you guys to be more services slash solution-oriented partner. That’s exactly what we’re looking for, right? Okay.
111 00:12:47.800 ⇒ 00:13:02.330 Jay Chitnis: And so, if there’s an interest in… so I don’t know how much work we’ve done together in the past, whether it be together, or if… if we happen to be at the same client, and you’ve been, you know, kind of helping them guide McD.
112 00:13:02.330 ⇒ 00:13:12.350 Uttam Kumaran: It’s probably more of the latter, I think. Maybe the two years ago, we were closer with the partners team, but we were also very small. So now.
113 00:13:12.380 ⇒ 00:13:25.529 Uttam Kumaran: we are, again, as you mentioned, like, we are… Mixpanel is part of, like, an enablement solution, where for companies that have… that need, sort of, analytics on a web application or software, like.
114 00:13:25.530 ⇒ 00:13:36.400 Uttam Kumaran: that’s where we’re deploying it. And so, it’s… it’s never… we’re never, like… also, this is the thing, is we’re not coming in and saying, we’re just gonna do your mixed panel on leave. Like, we’re… we have a directive, typically, from…
115 00:13:36.400 ⇒ 00:13:48.710 Uttam Kumaran: the top of the organization to, like, help the org make better data-driven decisions. And then the other part of our business that’s shaping into is, like, how do we use all that data and context to enable AI?
116 00:13:48.710 ⇒ 00:13:59.669 Uttam Kumaran: and enable people to chat with data, to push this stuff into context. And so, the second part of our business that’s shifting is that a lot of our clients, as we wrangle all this and make it available.
117 00:13:59.710 ⇒ 00:14:11.179 Uttam Kumaran: it’s not only just, like, training and upskilling there, but it’s like, great, now we want to get this context into AI, whether that’s within Slack or other means. So that’s, like, a growing part of our business as well.
118 00:14:11.600 ⇒ 00:14:18.140 Jay Chitnis: Yeah, I can… I can… that makes… that makes perfect sense to me. So, if,
119 00:14:19.260 ⇒ 00:14:21.940 Jay Chitnis: if we’re… if I kind of play that back.
120 00:14:22.730 ⇒ 00:14:40.400 Jay Chitnis: we probably haven’t done and optimized our relationship in the sense of doing joint go-to-market, for example, whether that be awareness or demand gen sort of activities. If the response there is, hey, that might be of interest, I would love to do that.
121 00:14:40.640 ⇒ 00:14:41.740 Uttam Kumaran: Okay.
122 00:14:41.740 ⇒ 00:15:00.710 Jay Chitnis: I would… and in fact, I’d like to be able to get into a situation because, you’ve probably heard that, you know, we’ve got some other products we’ve expanded into some other products, so it’s not just a one-trick pony anymore, it’s like, you know, metric trees and some other com…
123 00:15:00.710 ⇒ 00:15:01.480 Uttam Kumaran: Yes.
124 00:15:01.530 ⇒ 00:15:06.160 Jay Chitnis: That, if you’re interested in doing some,
125 00:15:06.290 ⇒ 00:15:16.040 Jay Chitnis: marketing activities around that, whether that be, you know, digital, in-person, whatever, we would welcome that. Like, that would be… that’d be great.
126 00:15:16.720 ⇒ 00:15:35.169 Uttam Kumaran: Yeah, and let me even show you, like, I’ll just kind of flash up a couple things. So as… this is, like, sort of a bunch of the clients that we’ve worked with. As you can tell, like, we’ve done a lot in SaaS and e-com, and we have kind of growing in a few other, industries as well. We also partner with a variety, and again, for me, this started as just, like.
127 00:15:35.570 ⇒ 00:15:47.589 Uttam Kumaran: when I go into a company, I… my… the success of our engagement relies on implementing a lot of software. And we are not here to build things bespoke. We don’t also go after companies where
128 00:15:47.590 ⇒ 00:15:56.430 Uttam Kumaran: the environment is as such. We do a lot of building on great platforms, and we’re not, like, a, we don’t operate as, like, a dev shop.
129 00:15:56.430 ⇒ 00:16:08.160 Uttam Kumaran: we’re not typically in situations where people don’t have budget. It’s actually more of the problem where they don’t have guidance on how to leverage the budget, they don’t know the tools, or if they do know the tool, they become a
130 00:16:08.230 ⇒ 00:16:16.709 Uttam Kumaran: Usually a bad customer for the vendor, because they buy the tool, and then it never gets adopted, and then 6 months or a year later, someone’s like, why did… who bought this, you know?
131 00:16:16.710 ⇒ 00:16:18.320 Jay Chitnis: And then it’s churn, and then it’s…
132 00:16:18.320 ⇒ 00:16:35.189 Uttam Kumaran: And then it’s churn, and it’s, you know, and so for a lot of our partners, they found that we’ve been effective at describing their tool and a solution, but also make sure it gets managed and implemented and there’s output. You know, and I know how difficult, like.
133 00:16:35.190 ⇒ 00:16:43.649 Uttam Kumaran: Mixpanel is… it’s not, like, the world’s easiest product, but there’s so much alpha, and so there is, like, a starting…
134 00:16:43.650 ⇒ 00:16:59.119 Uttam Kumaran: amount of setup and, like, initialization that has to happen, and, like, we have a customer right now where, I think later today or tomorrow, we’re doing, like, a two-hour MixedPanel training for them, right? But that has been an example where I was like, guys, why didn’t we ask MixedPanel for, like.
135 00:16:59.120 ⇒ 00:17:07.210 Uttam Kumaran: any materials, or take-homes, or stuff like that, and then so… so those are opportunities where, like, it’s both on the adoption side, and we’re actively…
136 00:17:07.510 ⇒ 00:17:26.299 Uttam Kumaran: you know, selling the product, so even to understand… I think there’s totally a follow-up on just, like, what is new in Mixpanel. I would love to include all the folks on my team, architects and folks that are implementing or considering the tool, and then, again, like, I think we only work with a couple of different product analytics vendors, so even to understand
137 00:17:26.310 ⇒ 00:17:31.429 Uttam Kumaran: The differences, when to recommend one, you know, and that’s sort of how we work, so…
138 00:17:31.740 ⇒ 00:17:41.319 Jay Chitnis: I get it. Tell me a little bit more. We’ve had some, some work with McGaw, and I don’t know some of these other folks. Tell me a little bit more about these agencies.
139 00:17:41.890 ⇒ 00:17:56.910 Uttam Kumaran: Yeah, so we… we sort of partner, we don’t do everything, and I don’t advertise that we do everything, but I am… I like to be one phone call from someone that could do something, right? And for the most part, when we come into a client and we solve problems.
140 00:17:57.000 ⇒ 00:18:12.569 Uttam Kumaran: we end up just getting asked, like, can you go solve this other problem? And so, whether that’s vendor partners or agency partners, we just like to have that Rolodex. And so, who you see here is we partner with a design agency, Superposition does, like, workshops.
141 00:18:12.570 ⇒ 00:18:23.519 Uttam Kumaran: Telisma is an education… primarily in education, but they’re just a large, you know, application development firm, and Magaw does a lot of work in segment, primarily.
142 00:18:23.520 ⇒ 00:18:33.650 Uttam Kumaran: And so again, like, where we don’t have the expertise, or we can’t deliver to the quality we have, we just have friends. And so, typically, this…
143 00:18:33.650 ⇒ 00:18:45.369 Uttam Kumaran: typically, I would say, we, of course, like, if we can do the data work or the AI work, we will, but we have partnerships with other firms that can come in and do pieces. And so that’s when we partner with them.
144 00:18:45.370 ⇒ 00:18:53.109 Jay Chitnis: I like it. I think that’s the… so if there… so, first of all, do you guys have access to MixedPanel University?
145 00:18:54.430 ⇒ 00:19:00.170 Uttam Kumaran: I don’t think we do. I don’t know, I… yeah, so we should have that. I have a.
146 00:19:00.170 ⇒ 00:19:04.950 Jay Chitnis: So we should have… so I think this is… okay, so I’m gonna tell you, like, what I’ve observed.
147 00:19:04.950 ⇒ 00:19:05.690 Uttam Kumaran: Please.
148 00:19:06.590 ⇒ 00:19:07.120 Uttam Kumaran: Yeah.
149 00:19:07.120 ⇒ 00:19:09.690 Jay Chitnis: And I’m just gonna be brutally honest.
150 00:19:09.690 ⇒ 00:19:10.210 Uttam Kumaran: Sure.
151 00:19:10.210 ⇒ 00:19:13.910 Jay Chitnis: mostly from our side.
152 00:19:14.110 ⇒ 00:19:21.780 Jay Chitnis: There really hasn’t been an understanding of how to partner, or an understanding of how to partner with…
153 00:19:21.940 ⇒ 00:19:33.339 Jay Chitnis: various types of partners. And so, if the expectation from our side is, you know, how many opportunities can you bring to us, I think that’s…
154 00:19:33.500 ⇒ 00:19:52.060 Jay Chitnis: one part of the scorecard. Yes. Not the only scorecard, right? And so, I’d rather, like, I think with some of the stuff you said earlier, if you’re up for it, what I’d rather do is I’d rather be more targeted around, maybe it’s an industry or a use case, or whatever.
155 00:19:52.170 ⇒ 00:19:54.639 Jay Chitnis: And, and…
156 00:19:55.050 ⇒ 00:20:09.779 Jay Chitnis: and do the joint, go-to-market from that standpoint. So, it could be awareness, it could be demand gen. For example, there’s a customer dinner today, tonight, in New York City that we’re hosting. About 30…
157 00:20:09.780 ⇒ 00:20:16.140 Jay Chitnis: maybe 35, it’s something… so it’s not… it’s not massive, right? It’s small, it’s more intimate.
158 00:20:17.570 ⇒ 00:20:36.640 Jay Chitnis: If we were to do something like that, that would be great. Like, if you want to do something that’s a little bit more, driving awareness, maybe it’s digital sort of activities, I think that’d be great. I can get an SE from our team to come in and maybe do some sort of,
159 00:20:36.640 ⇒ 00:20:49.560 Jay Chitnis: here’s why metric trees make sense, how it… how it could drive some specific outcome, and then you guys could come in and, you know, add your own two cents there. That… those sorts of things,
160 00:20:50.030 ⇒ 00:21:00.779 Jay Chitnis: are… to me, they’re basic, and we should have been doing those on a more consistent calendar set of activities that, frankly, I’m surprised we didn’t do.
161 00:21:00.830 ⇒ 00:21:11.900 Jay Chitnis: And it goes back to structuring a program, especially engaging with folks like you, to say, look, you guys are, you know, you guys are data nerds, and you guys know data really well.
162 00:21:12.040 ⇒ 00:21:25.340 Jay Chitnis: I don’t… you know, the money in partnering and the way the dollars flow, or the anatomy of a deal, is not where we look to you to say, are you gonna implement, or are you gonna, like, resell? No, I think the… I think you’re missing.
163 00:21:25.340 ⇒ 00:21:25.780 Uttam Kumaran: Yeah.
164 00:21:25.780 ⇒ 00:21:27.670 Jay Chitnis: We’re missing the point, not you.
165 00:21:27.670 ⇒ 00:21:34.539 Uttam Kumaran: Yeah. No, but it’s a short… it’s like, if you… if you buy, sort of, these short-term games, yeah, like, people can game that, but…
166 00:21:34.540 ⇒ 00:21:49.170 Uttam Kumaran: there’s, like, all these long-term implications on the client, and for all of the clients where we do mixed panel work, we’re doing other things, and we’re delivering a cohesive, like, data solution. And so, like, this is sort of, like, how we kind of, like.
167 00:21:49.360 ⇒ 00:21:57.749 Uttam Kumaran: pitch, you know, mix panel, but even our team, like, we have 3 people who love the product, who are using it every day for folks.
168 00:21:57.750 ⇒ 00:22:16.319 Uttam Kumaran: And I would love to kind of get… not only that, we also… we’ve worked on case studies where Mixpanel is definitely highlighted. And, like, the next slide actually just, like, kind of stole the words, like, out of my mouth, is that we do these kind of things. And I think for a company our side, like, we’re… we’re about 15 people.
169 00:22:16.350 ⇒ 00:22:29.299 Uttam Kumaran: we’ve found that the things that you describe, whether it’s events, whether it’s, like, we’ve hosted, like, roundtables, we’ve gone to, like, conferences where our ICP is there, we’ve done stuff on social that’s worked.
170 00:22:29.300 ⇒ 00:22:46.090 Uttam Kumaran: And then also, we’re… for other vendors, that are game, we’re doing, like, white papers, we’re… and these are the things that, for us, again, like, I always tell my team, like, we’re not a… we’re not gonna… we’re not a marketing agency, but we are, like, an outcomes company for these clients, and when they buy from us.
171 00:22:46.090 ⇒ 00:22:49.329 Uttam Kumaran: They’re looking for all this support on that decision.
172 00:22:49.330 ⇒ 00:23:07.289 Uttam Kumaran: And there’s totally things on the awareness side that we’d love to help on that explain exactly to our ICP why MixedPanel’s important. Like, maybe they’ve seen it in their company, or they’ve heard that they need it, and that’s when we come in and we do this sort of consultative nature. We’d like to get out
173 00:23:07.290 ⇒ 00:23:22.000 Uttam Kumaran: through digital means, because it scales that conversation. We’re finding that we’re converting at a pretty high clip when people talk to us, and we’re making these great vendor decisions, so we want to, like, scale that up. And then similarly, like, events and things, we’ve also found that
174 00:23:22.030 ⇒ 00:23:27.090 Uttam Kumaran: Smaller dinners where we talk about a solution or a new way of working.
175 00:23:27.270 ⇒ 00:23:33.480 Uttam Kumaran: has been extraordinary for us. You know, so we have all these different ways for us to kind of work.
176 00:23:33.590 ⇒ 00:23:38.580 Uttam Kumaran: and you kind of tell me, like, I would love, you know, to definitely, like.
177 00:23:38.660 ⇒ 00:23:57.200 Uttam Kumaran: pounce on some activities soon and see, and for us, I think a lot of, again, a lot of our vendors like us because it’s… I feel like it’s rare often to have, like, an SI partner that brings, like, some marketing ability to the table. And I feel, like, I feel proud that we have that, but
178 00:23:57.320 ⇒ 00:24:10.459 Uttam Kumaran: all of our… none of our solutions are done where it’s, like, it’s the brain forge platform. We’re always implementing and highlighting tools and platforms. Like, there’s no solution where we’re not also co-selling with a partner, so…
179 00:24:10.460 ⇒ 00:24:16.549 Jay Chitnis: Why don’t we do this? If, if you have a specific,
180 00:24:16.800 ⇒ 00:24:21.720 Jay Chitnis: So, if you can give me a list of customers where we’ve been.
181 00:24:21.720 ⇒ 00:24:22.250 Uttam Kumaran: Sure.
182 00:24:22.810 ⇒ 00:24:40.729 Jay Chitnis: You know, where you’ve provided value on top of MixedPanel, or whatever that’s been, that’s… that would be a good next step. The second thing is, if there is a specific, activity that you want to do, call it… our fiscal year ends in January, at the end of January.
183 00:24:41.180 ⇒ 00:24:45.790 Jay Chitnis: So if there’s anything you want to do before then, I would welcome that.
184 00:24:45.790 ⇒ 00:24:46.380 Uttam Kumaran: Okay.
185 00:24:46.820 ⇒ 00:24:57.869 Jay Chitnis: Whether it be in person, my only drum… my only concern is if you come back and say, you know, hey, I want to do an in-person event or something like that, maybe a small roundtable or whatever.
186 00:24:58.270 ⇒ 00:25:13.520 Jay Chitnis: happy to split the cost with you on that. However, I… my sense is that our team is not as good at driving attendance, so we’ll need your… we’ll need some of your… your abilities to go do that. I just want to be very…
187 00:25:13.520 ⇒ 00:25:30.830 Uttam Kumaran: Yeah, and… yeah, and actually, like, that is, again, I actually… it’s so funny, because this is what I told… we talk all about internally, is, like, when we did each of these events, Brainforge actually owned, like, curating the attendance list, and, like, doing a lot of the event setup, because I know how it works.
188 00:25:31.050 ⇒ 00:25:38.489 Uttam Kumaran: like, within a company like MixedPanels, there’s so much going on, and these, like, isolated activities can be hard to get around, so we…
189 00:25:38.560 ⇒ 00:25:51.800 Uttam Kumaran: we’ll do… we basically take a lot of that on. And then we also, like, try to go after these, like, small events where we go and… whether it’s… again, and I’m sort of… my kind of overarching question is, like, to hear about
190 00:25:52.080 ⇒ 00:26:07.449 Uttam Kumaran: even Mixpanel’s, like, broader goals, but, like, for example, we’ve done events not only in, like, New York or LA, but in smaller markets, like Austin, where I live, in Denver, where, like, those folks don’t get any love. Like, I live here, I used to live in New York.
191 00:26:07.450 ⇒ 00:26:16.989 Uttam Kumaran: NSF, and like, yeah, all this stuff is going on there, but there are product analytics leaders and people here that don’t get that, and you’ll be surprised, you can get
192 00:26:17.100 ⇒ 00:26:31.489 Uttam Kumaran: the decision makers, like, from a lot of the biggest companies here, because there’s nobody throw… nobody’s throwing… the… the slew of people that I showed, and, like, all the big folks are not doing stuff here. And so there’s, like, advantages to doing that, you know? So…
193 00:26:31.490 ⇒ 00:26:42.949 Jay Chitnis: I got it. I totally understand, and if you want to do some stuff, I mean, you know, I’ll introduce you to Kara, who’s our field marketing leader. She’s…
194 00:26:43.370 ⇒ 00:26:50.440 Jay Chitnis: You know, she’s… kind of has a segmentation of Tier 1 cities, San Francisco, LA, New York.
195 00:26:50.540 ⇒ 00:27:08.060 Jay Chitnis: But she’s very interested in some other cities as well, Austin being potentially one of them, Atlanta, I think, is what she said, and Chicago. I’ll let her decide what those are, but… At the end of the day, what I’m more driven by and more interested in is
196 00:27:08.070 ⇒ 00:27:15.229 Jay Chitnis: The use case, and how you can get to the people making decisions on the use case.
197 00:27:15.550 ⇒ 00:27:20.490 Jay Chitnis: I couldn’t care less if they’re in, you know, Tallahassee or whatever, right? So…
198 00:27:20.490 ⇒ 00:27:21.160 Uttam Kumaran: Yeah, yeah, yeah.
199 00:27:21.160 ⇒ 00:27:33.190 Jay Chitnis: Yeah, so I would welcome some joint marketing activities. I would absolutely welcome the idea of, doing it in person, digital.
200 00:27:33.190 ⇒ 00:27:44.060 Jay Chitnis: And then, I want to make sure that, let me do as a homework assignment for myself, let me make sure that we give you guys the ability to see,
201 00:27:44.370 ⇒ 00:28:00.839 Jay Chitnis: the latest on Mixed Panel, like… Perfect. So, I don’t know what sort of tier, and I don’t know what the partner program has been or hasn’t been. It seems like it’s been a lot of noise, candidly, from what I’ve seen internally, but .
202 00:28:02.130 ⇒ 00:28:04.819 Uttam Kumaran: And then, I guess, like, yeah, like, tell me, like, what your…
203 00:28:04.960 ⇒ 00:28:13.860 Uttam Kumaran: you’re thinking about, like, even… not maybe next year, like, what are the company goals? Like, how does partnerships drive into that?
204 00:28:14.160 ⇒ 00:28:21.079 Uttam Kumaran: You know, and like, that’s… that’s for us, like, when I… when we think about our partners, like, for me, the first slide I always tell the team is, like.
205 00:28:21.130 ⇒ 00:28:40.839 Uttam Kumaran: what are they going for? And, like, we need to align to make sure all our outcomes are towards that, right? Because if it’s not… if, for example, some people are going for new logos, some people are like, we want to break into an industry, maybe we have some experience there that we can create a joint solution for, so that’s kind of, like, more of what I’m curious about.
206 00:28:41.090 ⇒ 00:28:49.670 Jay Chitnis: I think if I net it out, at least from my standpoint, we’re really trying to go much more upstream and more enterprise-oriented.
207 00:28:49.670 ⇒ 00:28:50.300 Uttam Kumaran: Okay.
208 00:28:50.300 ⇒ 00:29:09.020 Jay Chitnis: So, so that’s a big focus for us. And more specifically than enterprise, it’s, it’s, you know, we’ve got some bigger name customers, Uber, McDonald’s, those sorts of ones, but, I’m really looking for a little bit more enterprise penetration.
209 00:29:09.020 ⇒ 00:29:18.039 Jay Chitnis: And there are a handful of enterprise AEs, account execs, that are, that are driven by that as well, okay?
210 00:29:18.040 ⇒ 00:29:18.770 Uttam Kumaran: Okay.
211 00:29:18.770 ⇒ 00:29:29.630 Jay Chitnis: Our account managers have accounts where they’re nurturing and ensuring renewal, and then potentially expanding.
212 00:29:30.240 ⇒ 00:29:41.830 Jay Chitnis: That also is interesting for us, but if I were to be, you know, if we were to try and be much more laser-focused, it would be on the, you know, anything that you can do to help us on the enterprise side.
213 00:29:41.850 ⇒ 00:30:00.380 Jay Chitnis: And anything, and then that, you know, consequently becomes a net new logo. We’ll go figure out how to, you know, the following problem is, how do you expand, and etc, etc. We can, you know, obviously we’d work with you guys on that, but at first, I gotta rob the bank before I can, figure out how to…
214 00:30:00.890 ⇒ 00:30:05.140 Uttam Kumaran: Where do you think they’re getting jammed now? Like, in their process?
215 00:30:05.960 ⇒ 00:30:15.199 Jay Chitnis: I don’t think the muscle memory’s been built, and so, there’s a lot of inbound, but it’s a lot of busy inbound.
216 00:30:15.410 ⇒ 00:30:15.790 Uttam Kumaran: Yeah.
217 00:30:15.790 ⇒ 00:30:39.619 Jay Chitnis: They don’t necessarily understand what… how to cut through the noise. So, if you do that, then you start to say, well, wait a minute, what can you, you know, where can partners help? And this goes by a round, you know, round way of saying where I think partners can help us is if you have the expertise. It doesn’t really… like, the offering isn’t really vertical-specific or anything like that, right?
218 00:30:39.620 ⇒ 00:30:40.470 Uttam Kumaran: Yeah, yeah.
219 00:30:40.470 ⇒ 00:30:45.560 Jay Chitnis: But it does lend itself quite nicely to,
220 00:30:45.800 ⇒ 00:30:52.049 Jay Chitnis: use case oriented. And so, if you can help us with the use case side of the house.
221 00:30:52.260 ⇒ 00:30:55.520 Jay Chitnis: Or with the,
222 00:30:57.050 ⇒ 00:31:09.999 Jay Chitnis: if you could help us with the use case out of the house, or, get us in, you know, get us a little bit more exposure, to certain specific accounts, like, that I would be… I’d be ecstatic to go do.
223 00:31:10.310 ⇒ 00:31:11.480 Uttam Kumaran: Okay, okay.
224 00:31:11.700 ⇒ 00:31:28.040 Uttam Kumaran: Yeah, I think, like, definitely, I feel like for Hannah and Holly, I think we’ve heard, sort of, exactly, not only in our existing client portfolio, but probably, like, how their messaging should go for this. I mean, yeah, I think there’s definitely a bunch of follow-ups. Are you guys on Slack, Jay, by the way? Like, we could start.
225 00:31:28.040 ⇒ 00:31:28.410 Jay Chitnis: Yeah.
226 00:31:28.410 ⇒ 00:31:46.569 Uttam Kumaran: So maybe we can get a Slack going, and we’ll send you all this stuff. And then, yeah, I would love to share… I think we have a list of our existing and past MixedPanel clients. There’s also an opportunity, again, we have a… we have a big, like, also, like, circle back list. We do already have, Pana, right, some MixedPanel case studies that we can also
227 00:31:46.670 ⇒ 00:31:48.859 Uttam Kumaran: Share that we’ve… we’ve written.
228 00:31:50.700 ⇒ 00:32:03.749 Uttam Kumaran: And so, sure, I think we have a bunch of ways of working together. So, yeah, and please, if you can send me anything on the university, again, like, I don’t… I don’t know, I just remember that the only thing I remember about our partnership, we’re on the partnerships page somewhere.
229 00:32:04.290 ⇒ 00:32:11.009 Uttam Kumaran: But, of course, I know, like, we want to be more than that. We already advertise your solution a lot, so…
230 00:32:11.330 ⇒ 00:32:30.029 Uttam Kumaran: for us to just get the talking points right, to align towards the latest features, and then, as you mentioned, like, if it’s more about, like, talking about the use cases, like, within a SaaS organization, within, like, a telehealth organization, like, things like that, we… we can do that. And then we’re… whenever we engage with a client.
231 00:32:30.210 ⇒ 00:32:42.340 Uttam Kumaran: the moment product analytics comes up, we send them a slew of information, whether it’s, like, a white paper, whether it is, like, hey, we… this is an example of when we use Mixpanel to do something.
232 00:32:42.340 ⇒ 00:32:51.590 Uttam Kumaran: So, putting those packets together allows us to start sending those out, and again, for us, like, there are a lot of people that do the work that we do, but not a lot of people that
233 00:32:51.680 ⇒ 00:33:05.379 Uttam Kumaran: sort of talk about it like it’s like an outcome, and… and so that’s how we pitch. Whenever we go to market for folks, we talk about external partners, so I would love to kind of do that together.
234 00:33:05.910 ⇒ 00:33:23.260 Jay Chitnis: That sounds great. I’ve got to run to another call, but it was great meeting you guys. I think if we can follow up with some of the specific customers, I’ll come back to you with the Mixed Panel University, and then if you have some thoughts on in-person and or digital events and timing, I would welcome that as well.
235 00:33:23.580 ⇒ 00:33:24.970 Uttam Kumaran: Okay, okay, perfect.
236 00:33:25.570 ⇒ 00:33:27.169 Holly Condos: Great to meet you today.
237 00:33:27.670 ⇒ 00:33:29.999 Jay Chitnis: Nice meeting you, Holly. Thanks, Hannah. Talk to you soon.
238 00:33:30.000 ⇒ 00:33:30.620 Holly Condos: hair.
239 00:33:30.620 ⇒ 00:33:31.900 Uttam Kumaran: Thank you. Bye.