Creating Next Gen Networks – Gayatri Sirure and Lynsey DeLozier of Verveba Telecom

Gayatri Sirure and Lynsey DeLozier, executive team members at Verveba Telecom

Gayatri Sirure and Lynsey DeLozier, executive team members at Verveba Telecom, helped grow their company’s revenue from $14.4 million in 2014 to $47.5 million in 2017, a 231% increase.  

Verveba Telecom is a provider of telecom engineering services.  

In this interview with Eversprint‘s Malcolm Lui, Gayatri and Lynsey share how they and their team accelerated their high value sales by:  

  • Participating in an industry where network technology is constantly evolving.  
  • Growing their service portfolio and offering additional services to their existing customer base.  
  • Performing high quality work, on time, while looking for ways to provide their customers with additional value.  

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Malcolm Lui:
Welcome to the High Value Sales Show of Eversprint.com. I'm Malcolm Lui, the Managing Member of Eversprint, and today we're speaking with Gayatri Sirure and Lynsey Delozier, executive team members at Verveba Telecom, a provider of telecom engineering services. Welcome to the show Gayatri and Lynsey.

Gayatri Sirure and Lynsey DeLozier:
Hi. Thank you for having us. Thank you for having us.

Malcolm Lui:
The two of you helped grow your company's revenue from $14.4 million in 2014 to $47.5 million in 2017, a 231% increase. Before we talk about how you grew your company so fast, can you briefly share what both of you do at Verveba, what your company does beyond my quick intro, and how your company differs from the competition?

Gayatri Sirure and Lynsey DeLozier:
Yeah. So this is Lindsay DeLozier. I am a director of sales so I am on the business development team. This is Gayatri. I head strategy and product for Verveba.

Malcolm Lui:
All right.

Gayatri Sirure and Lynsey DeLozier:
So thank you so much.

Malcolm Lui:
Great having both of you on my show today. Can you share briefly what your company does beyond my quick intro and how your company differs from the competition.

Gayatri Sirure and Lynsey DeLozier:
Sure. So we provide network technology solutions and we collide in doing services for our customers that help them design build that and upgrade their networks. We provide a wide spectrum of solutions from engineering services field and consumption services. There are a lot of different testing services including network testing device testing software testing and even equipment testing. And we also have our in-house product to support all our solutions and be able to license our product independently so that the broad spectrum of solutions we offer

Malcolm Lui:
Okay for those of us who aren't telecom experts like myself you know what's the end result that you're providing to your customers.

Gayatri Sirure and Lynsey DeLozier:
So. Simply put we provide the services to the operators. So we're we're essentially the boots on the ground if they need to upgrade their network and they need to build their network. We are where the boots on the ground that send our guys out to actually do those services for the carriers and the operating

Malcolm Lui:
Okay. So your customers are the carriers and operators not necessarily the end business who needs some help with their telecom related network.

Gayatri Sirure and Lynsey DeLozier:
Not yet be those are our potential customers but we are heavily focused on operators and oil at.

Malcolm Lui:
All right. Got it. And how how does your company differ from the competition to other providers out there

Gayatri Sirure and Lynsey DeLozier:
We have a few really unique services and expertise that we offer. Sure. Apart from that the way we act very fast we because the deployment of super PACs these days we can deploy people nationwide very very quickly within sometimes within days notice. Other than that the offer in doing services to our customers look at us to complete their entire work and not just some piece of all the work that they need to get done. Then now we are the strongly believe in innovation. It's just not the world for us. We have always thought about the processes that we have and in how developed products that can help us deliver our services. And that helps our customers too. So these are few factors that we are different that that are unique to us. And we definitely have an extremely talented team here who is helping break this group.

Malcolm Lui:
Right. Got it. So you agree a business pretty fast fourteen point four million in 2014 and an almost triple that more than triple it three years later to forty seven point five million. What were the three biggest drivers behind that

Gayatri Sirure and Lynsey DeLozier:
So actually there are two factors at work plus one. Definitely the industry and technology has changed a lot. There has been. If you go back in 2010 and remember the kind of phone that we had in 2017 that kind of phones we have the kind of services are available so that can help you imagine what network changes have. What changes the network has been through. So definitely though technology has changed it is evolving and a lot of new spectrum is coming into play that is that's one of the changes in the industry that the whole post growth driver for short second and most important is we have grown this portfolio so we will be waiting very limited amount of services to outline. So design optimization some of the field services. But we have grown that tremendously wide a wide spectrum. I think that is very important that the drivers for our growth rate and a huge part of 2018 was you know we we've already had a trust built up with our customers but we expanded our portfolio so much that we were able to go back to those key customers that we've already built up that trust with and really offer them a wider range of services. And so we were able to get a lot of our growth when it went with new clients it was it was specifically with our existing customers that we had interest being able to offer them additional services than what we had previously. And in the years before

Malcolm Lui:
Right now in terms of the total number of customers out there are we just talking about the handful of the sprints the telecom the horizon 18 teams at the world. Or there are a lot more other customers for you beyond those big ones

Gayatri Sirure and Lynsey DeLozier:
Those are the you know the key customers but we also work a lot of work for that OEM as well. So you know there's there's a lot of a lot of companies that work for those key customers say you had the Ericsson the Nokia. The concept of the world that you know also works to provide services and products for the key customers.

Malcolm Lui:
And in the way you fit into that into that whole world that ecosystem is that they need people on the ground to help implement whatever they may be selling to the big the big providers

Gayatri Sirure and Lynsey DeLozier:
That is one part of our services. Yes. So that the OEM especially they have their products for a big degree and they have their products they need people to deploy. That's one of our offerings

Malcolm Lui:
Okay. Can you share again the other offerings that you have.

Gayatri Sirure and Lynsey DeLozier:
Absolutely.

Malcolm Lui:
A simple way for someone like myself to understand

Gayatri Sirure and Lynsey DeLozier:
Sure. So design so anytime you're trying to build a network you have to design that network where they were pleased that that was what kind of hired what undermines it's going to have. So simply put the design aspect of it then you have optimization. OK it all looks good on paper. How does how does your network perform when all of these sites are on it. So there's a lot of testing required a lot of analysis and recommendations are required in that these are both combo of network elements side or some processing testing site. So we optimize the networks for our customers. And then like Lindsey said I missed the deployment. But after the design we have to go particularly days with that equipment to make sure the equipment is integrated in the main network. Then you optimize it and tested that

Malcolm Lui:
Yeah I

Gayatri Sirure and Lynsey DeLozier:
Or

Malcolm Lui:
Get

Gayatri Sirure and Lynsey DeLozier:
Does

Malcolm Lui:
It.

Gayatri Sirure and Lynsey DeLozier:
That dance

Malcolm Lui:
Yeah I

Gayatri Sirure and Lynsey DeLozier:
You know

Malcolm Lui:
Got it. Sorry. Sometimes I need to hear things a couple of times for it sinks in. So. So the networks that you're helping them create is it's both wireless and fixed line networks right.

Gayatri Sirure and Lynsey DeLozier:
No we are very focused on the wireless networks.

Malcolm Lui:
Wireless networks like all right. Got it. Now was not the first driver is a one the industry is constantly changing so there's always new technology so there's always a demand for your services and to your your service portfolio is expanding and you're able to do more work with the existing customer base. Is there a driver number three you share

Gayatri Sirure and Lynsey DeLozier:
There there is a lot of competition out there. I mean there's you know that the industry is it is growing. But there's there's also a lot of competition out there so we really stand out with our our actual performance and the people that we have in our office and just our quality of work. That's that's what keeps our customers coming back to us is just delivering that quality. So I think that with it that's one of the biggest things that helps us to

Malcolm Lui:
Right.

Gayatri Sirure and Lynsey DeLozier:
Stand out and retain and grow

Malcolm Lui:
Ok maybe you dive a little bit deeper into these three drivers. So image before one of the big drivers is that the industry keeps on changing so as as new standards come out and as your big customers are upgrading their networks you're able to participate in that for the most part. The correct take on that driver

Gayatri Sirure and Lynsey DeLozier:
Yet that is getting

Malcolm Lui:
Okay great. And from a trends perspective what are you seeing as the latest trends in the changes in and that are happening in the industry. Is it just simply from 4G to five G's those sort of changes or is there something else going on as well

Gayatri Sirure and Lynsey DeLozier:
I think the biggest push is going to be 5G for now and it's 5G networks are very different from all the older networks we have deployed. So that's going to be the biggest push for deciding to go come with a lot of expectations. People are already thinking about connected cars and all our homes are already connected to the support that everyone wants to watch for game videos to support that kind of bandwidth to support that kind of latency. It's going to be a lot of design and definitely a lot of field work to be done. So I see is the biggest trend. Apart from that we are also expanding into IPR space because lot of these activities will need different products and platform. So I think by G I will be are the biggest trend and to support all this. Now of all the networks are getting more software defined than itself. We're trying to implement some EAI and machine learning algorithms do to this network operation. So I think that the push is still because of fighting

Malcolm Lui:
Right now under IO T space. Do they use the exact same network as I might be using on my cell phone or is it like a different somewhat different piece of the network that's totally different from what a consumer would typically use a five key network for on their smartphone

Gayatri Sirure and Lynsey DeLozier:
So it's the network infrastructure is still the same. So for example let's take an example of the big four AT&T and Verizon in case you have that I would be SIM card or your regular SIM card. It's going to the same infrastructure although there are different channels that are defined for each service depending upon how important it is to for example. That is once the connected car scenarios are deployed that with a higher priority and higher quality of service or the video streaming. And if the network is going to be slightly differently. I don't get to do. Are we going to get worked up the infrastructure is going to be the same. To answer the question.

Malcolm Lui:
Right. And on the second one about growing your service portfolio can you give some examples of how you grew that service portfolio over the past few years

Gayatri Sirure and Lynsey DeLozier:
Sure. So we were woken by the look on was founded in 2010. So we have a very nice jury so far. So when we started people doing the last two services for a lot of testing services on field design optimization. So we were focusing on the design optimization and testing into it. 2013 we started developing our own products because in those years we realized that there is a need for new testing solutions in the industry. So we started building our own products in 2014 2015. There was it was a very nice time to launch our construction services because now our customers were looking at us for providing the testing solution of actual negative testing in design. But we were missing the construction piece. So we added that. And we also added our new big data group to the organization who was very focused on data analysis and creating algorithms for our customers. And then the last milestone that is on your list 2017 there is the added the remote integration services unit. So if you can see the growth we were we started with one vertical and added then we saw that there is scope to expand. We kept adding more and more divisions then business units into the organization. That's how we grew

Malcolm Lui:
Right. You missed your big data. Can you talk a bit more about that

Gayatri Sirure and Lynsey DeLozier:
Yes. Sure. So in 20. Proceed with these targets the group. The key objective at that point was understanding how the network is performing based on the data. So back with the first use case that we started with. I can't share more details on the algorithms in specifics but we are helping our customers to understand that or understand the network data better. And then I'll work on some application of those algorithms. So in layman's terms let me I I have data from all my fifty thousand dollars from different network elements that will give me a lot of insight on how my network is performing. What does my end user perception of the network and what is the quality of service. I'm actually I'm actually providing to be looking at the data to understand the network performance.

Malcolm Lui:
Right. There you go so fine is that even looking at the applications that are generating that data whether it be video or Internet of Things and in all those different ways of slicing up the data and

Gayatri Sirure and Lynsey DeLozier:
No we're more focused on the network elements but with that offering thought so

Malcolm Lui:
Right

Gayatri Sirure and Lynsey DeLozier:
Be looking at the customer data and the applications and usage data

Malcolm Lui:
Right. Okay so Lizzie as the company started adding new services. How did you and your team go about letting your customers customers know about them and and getting them onboard to engage your firm with buying those services.

Gayatri Sirure and Lynsey DeLozier:
Show. Oh every big company has obviously has different different departments. So if I'm working with one client in a certain area on a specific service that that same person may not be able may not be working in the area that we're expanding into. But we do already have an overall an overall relationship with the company as a whole. So a lot of it in that aspect is just word of mouth between peers of our customers. You know they can point us into a direction of OK now that we're doing this specific service they'll point us into a direction of hey my fear over here would be. And in the area that you're looking at I'll make that introduction and so they'll go to their peer and be like Hey we were working Furby back for a three to four years they have the quality we trust their work. Now they're doing this particular service. And so they'll kind of help us out and really lead us in that direction to to introduce us to different people with within their company.

Malcolm Lui:
Right

Gayatri Sirure and Lynsey DeLozier:
And so that was a really big. And that was really how we were able to grow was just through the help of our customers that we do have current relationship with

Malcolm Lui:
Right did you was marketing able to help you with that in some way. No. I mean with all of today's modern digital marketing you could potentially show ads to people within your company within those companies of your services

Gayatri Sirure and Lynsey DeLozier:
Here to add to that. We beat the drum a lot of marketing campaign. We've been doing multiple events every year to spread the word so that we get more visibility to existing customers. And look we are. We are known to the industry to more and more people. So marketing definitely has this allure or it might be social media. We do not the meters of all the time having even also having targeted ads on some of the sites that has helped us. And yeah our marketing was is focused a lot on just name recognition and you know we started out as such a small company that a lot of people we would go to anybody and they would say I've never heard of or b the telecom you know so if by putting our name out there we're now we're going to companies and they're saying yeah part of you guys. And now they may not really be sure exactly what we do but the name is out there. You know they they are part of us that was really a big question that marketing is just give her this name out there and have it be recognizable so that when we go to different customers they can you know we can they can be a little bit familiar with us

Malcolm Lui:
Yeah. When I was doing some research on your company before we had our before we started this interview I wonder about VEBA what's the what's the origin of the name. I don't believe it's a real word right

Gayatri Sirure and Lynsey DeLozier:
Yes it's actually not a real word. It's is derived from the word word which means which means enthusiasm. So we are very very highly passionate and enthusiastic company. That's how it is derived from the word go.

Malcolm Lui:
Ok. And testing now for the third driver in terms of competing with the competition you mentioned Lindsay mentioned about performing a high quality of work so that people will of course come back to you. What are the metrics for measuring quality of work.

Gayatri Sirure and Lynsey DeLozier:
So it really just depends on on the project then and what we're going into. But a lot of the customers do measure KPI. We'll get a as far as quality goes we'll get quarterly reports of just what what our KPI are. And so you know you had a certain threshold and and then are our volumes can increase from there just within within the customers

Malcolm Lui:
Right.

Gayatri Sirure and Lynsey DeLozier:
To

Malcolm Lui:
What are the common

Gayatri Sirure and Lynsey DeLozier:
See that

Malcolm Lui:
Yet.

Gayatri Sirure and Lynsey DeLozier:
Good.

Malcolm Lui:
Cigarette.

Gayatri Sirure and Lynsey DeLozier:
Good.

Malcolm Lui:
Oh yeah I see. Well what are the common KPI is that you're

Gayatri Sirure and Lynsey DeLozier:
Me.

Malcolm Lui:
Your customers will be measuring

Gayatri Sirure and Lynsey DeLozier:
So first and foremost I think from engineering services point of view. What value do you bring to them. She'll be always go to our customers with solutions approach. We want to solve their problems. So did we give them a long term solution on a short term solution. And what value did you bring to them. What kind of changes the expedience because of the because of our services and solutions taking a barometer we internally monitor a lot is the timely delivery. There's a lot of work on the field and off the field in the offices so to coordinate that kind of work and delivery on time also takes a lot of effort. And that's our second GPI as well as we want to go. How we how we're delivering the work are we are delivering the work in time and the last one is what is can we bring to the table. We're always looking for another company. We'll just do the job that is given to us. We are always looking for avenues to give more value back to our customers. Is there any any extra service or offering or even any extra data that we can bring to them that will help them in those are the three KPI that we monitor. Your economy is

Malcolm Lui:
Right. He give an example of how your team is able to find other ways you can provide value that may have been outside the initial scope of whatever project I and working on.

Gayatri Sirure and Lynsey DeLozier:
Chart. I just take an example from a recent project that was done three or four months ago around December January timeframe. We had to test around. We had to me around 40000 dead within a very limited time period. So we definitely completed that testing scope. But apart from that we also gave our customer some competition data to help them understand how their competitors are performing. So although our scope was very limited to just test and understand their network performance. I've been here went that extra mile and captured more data but did more analysis and also had them give some more suggestions on what changes can be made. So that's one recent example I can think of. Another example is we were given when we were developing our second product we were given a problem that we want to deploy 10000 site new 10000 sites within six months. How do you solve that problem. So instead of just developing the software we developed an entire system for our customers that helped them collect the data analyze the data understand the network performance also use the same quarter for project management. So although the scope was very limited to data collection and post-processing we went ahead. We wanted to take that extra step and dip and build an enduring solution for our customer

Malcolm Lui:
Great day.

Gayatri Sirure and Lynsey DeLozier:
By

Malcolm Lui:
And from that additional business resulted in that extra effort in both of those cases.

Gayatri Sirure and Lynsey DeLozier:
I think that did the original design that was definitely not the goal but helping build that trust and these to be new customers. That was very very important. So I wouldn't rightly say that additional business was generated but in the long term I believe it has helped us a lot.

Malcolm Lui:
Right. Got it. So looking a little bit further ahead for 2019. What can you share in regards to what your targets may be whether it be a sales growth or customer growth and what obstacles what challenges does your team need to overcome to get there.

Gayatri Sirure and Lynsey DeLozier:
Sure so 2000 maybe even now. I think as a company we have to continue to focus in the North America region. Tiger's key focus area. But we're also focusing on improving or increasing our global footprint. You know we are working to increase our customers in Latin America Africa and Asia and so that is one of our goals for greedy 19 and beyond. But in U.S. and Northern American beat in Canada and Mexico we want to keep evolving our offerings to our customers as the industry changes and we want to keep definitely we want to keep growing growing in number again

Malcolm Lui:
Right. How about on the sales front Lindsay before you make a lot of the business that had come over the past few years is from existing customers. Would it be a big push to get some new customers onboard

Gayatri Sirure and Lynsey DeLozier:
No definitely not. I mean there's there's always new new players coming into the game. There's there's always new companies who are developing products and solutions that are geared towards this 5G deployment. So you know a lot of our focus is just finding out who's new. Finding out what they're doing and and how we can how we fit into that. So I mean there's there's new companies coming into this industry Gately with you know with the big five to push. So there's there's definitely definitely a lot of growth which new customers just because there's so many new you. Need. You'd be a new player coming in. And and new equipment and development and stuff. So there's definitely a lot of a lot of focus there in addition to just getting bigger volumes with our current customers.

Malcolm Lui:
Right. So how do you go about finding these new companies doing five related work.

Gayatri Sirure and Lynsey DeLozier:
I'm sorry can you repeat question I didn't

Malcolm Lui:
You

Gayatri Sirure and Lynsey DeLozier:
Hear you.

Malcolm Lui:
Sure you mentioned before. Part of it is finding the new players out there who are doing five gig related deployment. How do you find these guys.

Gayatri Sirure and Lynsey DeLozier:
So I mean we do a lot of networking. Dallas is a huge telecom hop hub and that's where we are. That's that's where we're headquartered. So there's always telecom events going on around Dallas. LinkedIn is also another big player of just finding new companies and finding people. We also have our market research team who's very focused on what next. So I'm part of that team. So the market research team. Is looking for you are companies and product across the globe and finding new customers and other sort of new customers these days is private. And Dean network is lot of private individual deployments happening so we are looking at those customers as that.

Malcolm Lui:
What do you see as the biggest challenges to achieving your 2019 objectives.

Gayatri Sirure and Lynsey DeLozier:
I think a couple of challenges. First one is that all these new technologies there's a new competency needed as well. But our company has been proactive and we've been developing those skills internally and getting new people on board with those kind of skills that are needed for newer technologies.

Malcolm Lui:
Okay

Gayatri Sirure and Lynsey DeLozier:
So that's one of the challenges I can think of.

Malcolm Lui:
How about on the sales and marketing side. What sort of challenges DC to continue to grow your business.

Gayatri Sirure and Lynsey DeLozier:
I think on the sales side is when as we're going into this huge 5G deployment it's kind of expanding on what guys reset it. It's a lot for us too. It's unknown territory essentially a lot of it is. And so it's a lot of you know training ourselves and being up today on on that industry that that's constantly changing and seeing where the needs are it's a lot to keep up with. So it's you know it's always a challenge kind of being in front of knowing the direction that the industry is going. And and you know the deployments that are happening and just trying to trying to stay ahead of it and be in the know and be knowledgeable in all of those areas.

Malcolm Lui:
Right have it. In terms of getting the word out about what VEBA does to people who don't know you of course and being a but engaged in are there some challenges there that are pressing

Gayatri Sirure and Lynsey DeLozier:
I mean that's just the one step at a time kind of scenario. I mean you just you can't go from from nothing to everything at once. You know it's just it's one foot in front of the other and you know with us we have started a lot with our existing customers and and building that trust within the existing customers and just focusing on that growth. And every now and then we'll kind of dive into into new customers and introducing ourselves there. But we do put a lot of focus into into our current customers and building that relationship and establishing that trust and letting them know everything that we do.

Malcolm Lui:
Yep

Gayatri Sirure and Lynsey DeLozier:
There's there's there's always room for growth with within our current customers.

Malcolm Lui:
Yeah. And you're working with it with the big one. So lots

Gayatri Sirure and Lynsey DeLozier:
So.

Malcolm Lui:
Of opportunities there. Three last questions for you. So if you're VEBA we're to have a billboard. Perhaps we get the word out as to what they do. What would the billboard message be. And keep in mind that people only have about six seconds before they drive by a billboard.

Gayatri Sirure and Lynsey DeLozier:
Network technology solution like we provide Negro technology solutions I think that sees it all and it covers everything that we are doing

Malcolm Lui:
Ok. Got it. Network technology solutions. Yep. And in particular get some I worked in some of your advantages that you talked about right. You talked about being nimble maybe nimble networked technology solutions perhaps nimble and quick just as an idea

Gayatri Sirure and Lynsey DeLozier:
I think. Yeah I think quick. People perceive it when you see great people crazy with that then it's not very high quality. But yeah that's a good idea.

Malcolm Lui:
Yeah yeah. Yes good point. As it was people don't always a hero always think you are quick at something you have to give up something else. Yeah.

Gayatri Sirure and Lynsey DeLozier:
Yes.

Malcolm Lui:
All right

Gayatri Sirure and Lynsey DeLozier:
Which is not always the case.

Malcolm Lui:
Now I'm not always having the best solution. I mean if you want something that's quicker and you can get quicker and same quality people are always going to go for that option right.

Gayatri Sirure and Lynsey DeLozier:
Well yeah. I mean you really have to have both. You can have the best quality in the world but if you take twice as long to deliver it you're not going to get the volume that you need in order to change

Malcolm Lui:
Right. Yeah definitely. And at the last questions Who are your ideal customers and what's the best way for them to reach you and your team.

Gayatri Sirure and Lynsey DeLozier:
Operators or even any oil that are still developing the solutions for I.T. or any technology they will be our ideal customers globally. Best way is to reach out to us. We're very active on social media. Are the interactive website where we get a lot of interest in the social media. That site is the best way to reach out to us at our Web site is Virgie by dot com the E R B E B A and you can find both mine and guides with information on their

Malcolm Lui:
All right fantastic. It's been great having both of you on my show and sharing how you grew your company's business so fast

Gayatri Sirure and Lynsey DeLozier:
Thank you so much for having us. We appreciate it. Thank you so much.

Malcolm Lui:
We've been speaking with Gayatri Sirure and Lynsey Delozier, executive team members at Verveba Telecom, about their company's rapid growth. For interviews with other fast growing, high value sales companies, or to learn how we can accelerate your firm's high value sales through automation, visit Eversprint.com.

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