Over the last 8.5 years, Matthew Murlas has seen Logical’s evolution and growth from a single service digital provider to a comprehensive digital agency with a fast growing team. His leadership is felt across the agency, though his day to day role is leading business development. A firm believer in the power of active listening, Matthew is often our client’s first point of contact with the agency and his team consistently sets the tone for strong partnerships. We wanted to give you a little insight into his career and his day to day, what he values and what he hopes to achieve at Logical.
Name: Mostly Matthew, but sometimes Matt or Matty
Hometown: Winnetka, Illinois
Education: Miami, University – BA; Quinlan School of Business, Loyola University – MBA
Favorite Sports Team: Chicago Cubs
Favorite Chicago Bar / Restaurant: EJ’s Place in Skokie
Favorite Movie: Boogie Nights
Books you like and are reading: All types of children’s books, but especially Curious George!
Life mantra: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
Fun fact: My birthday is on New Year’s Day!
You have an impressive tenure with Logical! Tell us about your career path and how you came to head up the Business Development team.
Prior to joining the team at Logical Media Group back in May of 2013, I held various positions within the marketing industry that were focused primarily on the traditional side of advertising. I had been involved in advertising sales roles in radio, television, and sports sponsorship. After completing the MBA program at Loyola Chicago’s Quinlan School of Business, I was seeking a new opportunity that was within the digital world, as I had seen the evolution of the marketing space and companies’ annual budgets being shifted progressively more each year online over time. I was connected with Chris O’Neill (our CEO) through a mutual acquaintance and Logical checked all the boxes of what I was looking for in a new opportunity. When I started at Logical, I actually spent the first 12 months of my tenure on our Paid Media team. It was the best entry point for me into digital as it allowed me to gain hands-on experience of the platforms, which would later become extremely beneficial knowledge for me to have when I transitioned into a consultative sales role. For about a year or so, I balanced between being on our Paid Media team and also participating in sales activities. After the acquisition of the Ocean Agency back in November of 2014, Logical’s sales pipeline increased exponentially and I officially made the transition into being 100% dedicated to Logical’s sales and the rest is history!
What made you pursue a shift of focus at Logical from Paid Media to Sales?
I have always been interested in marketing and advertising, but to be honest I never really saw myself as a “creative” person. After graduating from college, I actually initially pursued a career in sports marketing. I have always been more interested in numbers, data, and analytics. The combination of marketing and analytics inevitably led me to pursue a career in business development. I also enjoy complex problem solving, which is a very big part of sales, which was a direct hit. For me as well, I enjoy the chase and performance based nature of sales. As they say, it is always easy to run faster when you have something to chase (or that is chasing you!).
So what’s a day in the life of Matthew Murlas at Logical?
I oversee sales activities for our new business development team at Logical Media Group. I enjoy leading our clients through a comprehensive sales process which helps identify the current challenges that their businesses are facing and offers a solution via the digital marketing services that our team offers.
I can honestly say that pretty much every day is different, which keeps things very exciting! Most days are spent speaking with prospects, understanding their overall goals, and developing a comprehensive custom digital marketing strategy to help grow their businesses. Oftentimes it involves a lot of industry research and auditing of our clients’ current digital marketing performance in order to make these strategic recommendations. Also, I am very active in Salesforce, it is my lifesaver! I am a very analytical person by nature, so there is a lot of number crunching and analyzing sales data.
What inspires you?
Bringing on exciting new clients to Logical that our team really enjoys partnering with, and hearing feedback about the success that we are able to achieve for their businesses. Also I am not going to lie, even after closing hundreds of deals at Logical, I still get the same adrenaline rush every time I see a signed contract in my inbox!
Outside of work, I love taking walks with my family, playing golf, going on vacations in Florida, teaching my son George new things.
What is your business development philosophy?
Active Listening. Listen, listen, listen, listen some more… and then talk. One of the most common mistakes that salespeople make is to always have this feeling of needing to get a word in and lead the conversation. When I hear salespeople literally cut a prospect off in mid sentence, it’s the business development equivalent to nails on a chalkboard. From my experience, the most productive sales meetings and conversations are the ones when I do the least amount of talking. The one trait that is heavily relied upon in consultative sales, is empathy. Truly understand the problem the company is trying to solve, and provide a comprehensive customized package of services based on their needs, not just what you are trying to sell them.
What are your goals for 2021? What do you hope to accomplish?
This year was about getting back to the basics and focusing on what we knew would work best for sales. In 2021 for Business Development, we had 4 primary goals:
- New Business Sales Target – As of mid September we are 95% of the way to our sales target and will far exceed our plan for the year!
- Launch a Client Referral Program – Referrals from Clients are the lifeblood of an agency. No one can speak more loudly about the great work our team at Logical provides over our Clients, so we developed a way for them to also be benefitted from those referrals as well! In 2021, our sales have increased over 260% from Client Referral so far this year!
- Launch Partnership Referral Program – We have spent a great deal of time focusing on our strong partnerships that we have at Logical and developing new ones. There is nothing better than connecting with people and finding ways to help grow each other’s businesses. In 2021, our sales from Partnership Referrals have grown over 50% so far this year!
- Increase The Average Amount of Services by Logical to our Clients – The more services we can provide to our clients, the better success we have seen in their performance. In 2021, we have more than doubled the amount of average services that a client receives from our team!
What Logical value resonates most with you and why (Uplift, Commit, Teach, Be, Test, Communicate)?
Teach – We can always learn and improve upon ourselves, which fundamentally starts with the offer and reception of being taught. Logical does an amazing job fostering a teaching environment for both our clients and employees.
What are you most proud of accomplishing in your time here?
There have been certain milestones reached and specific clients signed that I am very proud of personally, but ultimately it has been Logical’s overall growth as an agency. From a small scrappy team when I started, to the level we are today, it has been a pleasure to be a part of this agency and feel that I have been a key contributor to our success.