S2 I EP.6 - Kelly Dimkovska I Cemoh Fractional Marketing Podcast

Simon Dell (00:01)

Welcome to another edition of the CMO Fractional Marketing Podcast or Fractional CMO Podcast, whatever I'm deciding to call it today. I'm making that up as I go along. ⁓ My name is Simon Dell. I am the CEO of CMO. If you wanna find out a little bit more about us, you can check us out at ⁓ www.cmo.com. That is spelled C-E-M-O-H. ⁓

I am the CEO there, I'm also the host of this podcast. We're up to about 100 and I've lost count of the amount of episodes we've done, but we have joining us today, the wonderful one of our CMO exclusives, the wonderful, swallow there for a second, because maybe I'm as nervous as you are, Kelly, but Kelly, Kelly Dimcov, I know, you know what I'm nervous, it's about getting the surname right. Kelly Dimkovska.

Kelly Dimkovska (00:49)

Bye.

Well done.

Simon Dell (00:58)

and we were discussing just beforehand, it's a Macedonian surname from your husband. ⁓ So I'm sure there's a long story behind all of that, ⁓ but we won't sort of dive into that today. ⁓ If you are watching this live, goes out live on LinkedIn. Please like us, make a comment, say hello, whatever you wanna do. ⁓ And if you watch this later on, on whatever...

podcast channel you're watching on Spotify, YouTube, Apple podcasts, please write and review us as well. So Kelly, welcome to the show, the episode today. Thank you for being here. ⁓ Let's start off with your sort of background. Let's do the, I like to call this the sort of, know, if you're doing a movie trailer about the Kelly Dimkowska life.

Kelly Dimkovska (01:44)

You're welcome.

Simon Dell (01:56)

with all the explosions and the highlights in. What does that movie trailer look like?

Kelly Dimkovska (02:00)

It's quite a ride, Simon. So I suppose my journey into sort of marketing leadership or executive marketing was started actually when I was quite young, ⁓ working in New Zealand for a beauty therapy school. And it was brought out by an incredible man called Simon Harding who really sort of saw something in me. ⁓

Simon Dell (02:03)

Hahaha.

Kelly Dimkovska (02:29)

with regards to my marketing skills and my eye for detail. So I was quickly promoted up into a marketing leadership role there. And we quickly grew the school from two campuses to five by the time I left. So that was quite amazing. But in the meantime, my husband, Tobi, got offered a job in Africa, working at Sandbier on a mine site.

Simon Dell (02:54)

moment.

Kelly Dimkovska (02:57)

couldn't live without him so I left my dream job and I followed him over there. I was a lady of leisure for a year living on a mine site and then eventually moved to Australia and started picking up some marketing roles. was quite literally going out of my mind not being able to work. We had no internet so I couldn't even study or like literally it was an interesting ride and then so eventually I found myself

Simon Dell (03:07)

Wow.

Kelly Dimkovska (03:27)

from moving from Perth, is where we first landed after Africa and we moved to Brisbane. And I picked up my first agency role shortly after that and happened to be in healthcare marketing.

Simon Dell (03:42)

So yeah,

you've done quite a lot of agency work prior to you've gone, went agency and then you went in house. Is that right? Yeah. Yeah. Yeah.

Kelly Dimkovska (03:50)

I did. Yeah, I also know I was in-house with the therapy school, I in-house with a telecommunications

provider and then my first step into agency was in Brisbane 11 years ago, just over 11 years ago. Yeah.

Simon Dell (04:06)

Okay. Okay.

And we'll talk about some of the agency stuff and the, and the healthcare stuff as well. But again, for everybody's benefit, you've sort of now decided that you want to go into the fractional space. You want to be your own boss or is this the first time being your own boss?

Kelly Dimkovska (04:25)

Well, I suppose I've been sort of dipping my toes in it since about October 2023, where an organization in the consulting space actually reached out to me. So completely outside of healthcare, funnily enough. But their question to me was, are we getting enough out of our marketing spend? And I love digging around. It's like a treasure hunt for me. So I quickly found that no, they weren't. And I've been working with them

Simon Dell (04:39)

Yeah.

Kelly Dimkovska (04:55)

to streamline all of their marketing, make sure that we're putting budgets into the right places, help them with their recruitment of an internal marketer, full-time marketer. So that's kind of where Tuesday Logic kind of, you know, started off in October 2023, but I've really just taken the launch over the last, what would be about four weeks. Hopefully having this full concentration on Tuesday Logic and my fractional CMO work, which I love.

Simon Dell (05:16)

Okay, yep, yep.

So let's, I actually want to ask you a question, just dive into this, that client that came to you and said, are we getting the most out of our marketing spend? And I think that is such a good question that I think all businesses should be asking. I suspect there's many businesses that aren't spending enough and there's some that are spending too much.

Kelly Dimkovska (05:41)

Mm.

Simon Dell (05:48)

Where did you, with obviously without revealing too much about the company and the client in question, but where did you find they were not necessarily failing, what was the core problems that you saw within that, that sort of their current budget spend?

Kelly Dimkovska (06:08)

Yeah, great. So it wasn't so much budget. actually kept, I actually utilized a really healthy budget, which I was excited to do. was more about a repositioning. So this organization, what they were actually marketing wasn't actually, I suppose, achieving their commercial goals. So they were doing very much top of the floor marketing and completely leaving out the conversion or bottom of the funnel part of their marketing.

Simon Dell (06:29)

Yeah.

Yeah.

Kelly Dimkovska (06:38)

So it was, and that was abundantly clear to me, within the first of half an hour of digging around, that that was one of the fundamental problems, and that was before I even got into the analytics side of it. So it was a complete repositioning, getting the CEO on board, who was amazing, he trusted me with all my recommendations, we worked really well together in conjunction with their ⁓ director of growth.

And we were able to implement something they'd never done before. And that was actually capturing people immediately ⁓ instead of relying on a top of funnel sort of set of campaigns and messaging where people weren't quite sure what the CTA was. What action did this business want their customers to take?

Simon Dell (07:30)

How does a business like that, because it sounds like it was a fairly well established, relatively mature business, but how does a business like that get into that kind of situation where things aren't aligned? is that just the CEO was not a marketing person? Was that that there was too many junior people in the business that weren't able to perhaps provide that strategy and direction? ⁓

you know, what sort of led to that misalignment of what they were doing?

Kelly Dimkovska (08:04)

I think it's not really a CEO's job to know the ins and outs of marketing. Like that's honestly what I think. wasn't that they had a whole lot of juniors. had some, and they still do have some incredibly switched on people in that organization. ⁓ What they are doing is just amazing in that space. have a very high regard and respect for them, but they just didn't have that marketing leadership.

direction and someone who's had, you know, I've had over 15 years in marketing, this is what I do, it's not what they do. And they shouldn't be expected to have that same level of experience. They're businesses, know, the CFOs, you know, dealing with all the finances, you know, like that, those are their roles. It's not a marketing role.

Simon Dell (08:51)

So what decided, what made you decide that now was the time to sort of go and do Tuesday logic properly and go out and be your own boss in that sense? Was there some sort of trigger or, know, or was it just a general, you know, general gnawing away at something?

Kelly Dimkovska (09:16)

Look, if I'm going to be brutally honest, it was probably a little bit of a midlife crisis. sorry. I think, you know, I'm turning 43. In fact, this month very shortly. And I've been growing a marketing agency for someone else for seven and half years. So you do one day, you just wake up and you look in the mirror and you go, when's my time? It's good.

Simon Dell (09:35)

Mm.

Yeah.

Yeah.

Kelly Dimkovska (09:44)

Yeah, if not now,

And so that's, that was, yeah, what pushed me out. won't, won't, you know, say it's not scary as hell. Absolutely is. But I've got an amazing support system and friends and family. And, you know, when I love what I do, it kind of just blows on and it works anyway. So I've just got to have faith and trust in that. And yeah, you know, if it fills my bucket, then I know I'm doing the right thing. Yeah.

Simon Dell (09:53)

Mmm.

Let's talk about agency life because this is perhaps more of a slightly controversial question, but ⁓ one of the things we've seen happen, and we're recording this on actually September the 11th. There you go, September the 11th in 2025. ⁓ But we've certainly seen in the last six months in Brisbane and no doubt Sydney and Melbourne and places like that.

A lot of agencies of all shapes and sizes really suffering going into an administration, you know, just some of them just shutting up, shutting up their doors. Do you feel that perhaps the time is over for that agency model and that perhaps...

this idea of a fractional team members, be they CMOs, be they social media, whatever, but the idea of perhaps a fractional team is more appealing now than, you know, agencies with their glossy offices and big budgets and that sort of thing. Do you think there's a general shift now?

Kelly Dimkovska (11:24)

I am seeing that shift. ⁓ Do I think there's a place for both? Yes, I still actually do. ⁓ I actually work alongside agencies in this role as well. So if an organization already has an agency in place, that's awesome for me because that's just, they've set things up a certain way. I go through some of their things and ⁓ then I can actually help them lift their game as well because I think it's...

It's not unusual for agencies to get complacent with their clients sometimes. So having someone come on and go, hey, you know you're not doing the right thing. You need to tighten this up and you know you do. It kind of, it works well because it works well for my client. The agency then lifts the game and it actually can help the relationship.

Simon Dell (12:12)

Mm.

Kelly Dimkovska (12:14)

And another example of that actually, recently I jumped on to call with an agency with one of my clients and was a fairly new relationship with me and this client but the agency was showing me sort of the back end of the analytics because he wasn't comfortable in providing access just yet which I thought was a bit of a red flag to begin with but anyway I digress. ⁓ But on the screen he was showing where the traffic was coming from.

And I said, can you just scroll a little bit more over to the right? I just need to get an idea of the conversions that are actually appearing on that. Turns out this agency after running Google Ads and SEO for over five years hadn't even set up conversion tracking on that website. I was like, ⁓ you need to get that sorted, my friend, because you can't optimize a campaign for conversions if you've got no conversion track.

So these are the sorts of things and that will all happen within 15 minutes. So immediately, such a quick win for a client, right? To find out a hole like that within about 15 minutes of a phone call and only because he happened to be sharing a screen which he probably shouldn't have been doing.

Simon Dell (13:30)

And look, to be honest with you, if I'd been in your position, I would have had the agency fired because I would have, you know, I mean, perhaps you're just generally a nicer person than me, Kelly, but I'd have just said to the client, that's completely unacceptable. ⁓

Kelly Dimkovska (13:46)

Look,

those sorts of discussions have happened as a result of that and I think it is something they are considering because I do think when you find a hole that significant, it's not really forgivable. But again, I respect my client's relationship with this agency that they've had for all of those years and I certainly don't want to be stepping on any toes. It's about...

Simon Dell (13:50)

Yeah.

Kelly Dimkovska (14:10)

providing my recommendations, my insight, and then at the end of the day, they're the owner, so I'll support them whichever way they go and help mentor their agency if that's what it comes down to. Yeah.

Simon Dell (14:19)

Look,

I think one of the things, I totally agree with you. I think the agency model is not dying, but I think it's evolving and changing. We see a lot of agencies looking for fractional staff now as well. They're like, why hold a ⁓ full-time person salary on our books when we can pull in good people when we need them? ⁓

So, but the thing I like, the difference between let's say approaching you and asking for help versus approaching an agency is I think if I look at Kelly and I look at Tuesday Logic, I go, I know what I'm getting. I can see your experience, I can see your background, that's what I'm getting. And whatever happens from my initial conversation and my initial engagement with Kelly,

I talk about you in the third person even though you're sat there. But we talk about that initial engagement with Kelly. I know I've made a decision based on Kelly's experience. With agencies, I go, yeah, all right, so the agencies have some experience. They have reputations, they have those kind of things. But I find sometimes with agencies that there is a lack of...

Kelly Dimkovska (15:26)

Mm-hmm.

Simon Dell (15:39)

Accountability for someone saying this is me and I'm taking your job forward. I get that there's account managers and account directors but there's also creative directors and general managers and all those kind of things. Working with a fractional person you're working with that fractional person.

Kelly Dimkovska (15:58)

And it's our reputation, right? There's a line, you can't hide behind an agency name or blame any member in your agency team. Not that I actually approve of that in any way, shape or form. Culture's a big thing for me. But ⁓ yeah, when it's you, I'm invested. I'm invested in my clients. Their wins are my wins.

Simon Dell (16:01)

Absolutely, absolutely.

Yeah.

Kelly Dimkovska (16:24)

nothing makes me happier than having successful outcomes or finding these, you know, the quick ones especially are super exciting to me because it makes a change immediately. Yeah, so that's the, and I think that's really why I love doing what I'm doing now. I have a lot of pride in my work and I have a lot of care for the people I work with and I love building those beautiful relationships as well.

Simon Dell (16:34)

Yeah.

So let's talk about that work. You've obviously been heavily invested in the health space. Is that just sort of where you ended up or is that something that you were genuinely passionate about and that's where you wanted to focus?

Kelly Dimkovska (16:56)

Yes.

Yeah, actually I think it comes back down to when I was just out of school and got actually that beauty therapy school, the beauty therapy school job. And when I was promoted into marketing, I thought, wow, I really need to know what the students are going through. What is study like? How hard is it?

So I did ⁓ an international diploma in anatomy and physiology and I got 98 % by the way. I still know the two questions I got wrong, which really irks me. ⁓ So that's, suppose, where my love for the human body kind of came from. And so when I went first for the healthcare marketing agency role in Brisbane, it kind of just felt.

right and a good fit. already knew so much and could verify pretty quickly some of the information that might be incorrect and fix it. ⁓ In partnership obviously with the specialists. But the other thing I actually really love about it is I love structure. So when we've got, you know, opera guidelines, TGA guidelines and things you actually have to abide by, I actually kind of like

that it narrows down things and it's a little bit more laser focused. So compliance has become actually something I really love. Initially, I was like, my gosh, this is super scary, like two, $3 million fines for some of these organizations that stuff up. But, you know, like those guidelines are getting clearer and clearer. And we've seen a huge shift over the last two years. It just, there's a lot less gray now than what they used to be. So.

Yeah, so I suppose the clients, the knowledge of anatomy and physiology, and actually just feeling like you're making a difference in that space, improving access to quality health information. And I suppose indirectly saving lives in many ways is sort of how the recent agency I worked for sort of phrased it. And actually I really bought into that and loved that feeling of it.

Simon Dell (19:20)

And

is that the sort of area you want to stay in now or is there other things that you look at and go, you know, other sort of industries that you feel drawn to?

Kelly Dimkovska (19:33)

Yeah, so I've had my dabble, obviously, with this ⁓ organisation since 2023 in the consulting space, and that's sort of in that software or ERP consulting space. And I've actually loved digging in and learning about that. So although I suppose I feel most comfortable in the healthcare space, know that's probably where I can make the most significant difference for clients, but also possibly even for agencies who maybe want to engage me.

I'm sort of certainly open to learning or adding those sorts of experiences to my experience, suppose, yeah.

Simon Dell (20:15)

So aside from the value of ⁓ conversion tracking, which we all understand now, what's your marketing ⁓ ethos? Like what is it that you believe? Because I think everybody who is in marketing approaches marketing in a different way.

Kelly Dimkovska (20:20)

you

Simon Dell (20:36)

And I say that because yes, there are formal qualifications in marketing. You know, you can go to university and study it and all those kinds of things. But I think a lot of us, certainly the Gen X and the elder millennials sort of fell into marketing because, know, maybe like me, you weren't good at anything else. ⁓ know, but what's, what are you, when you sort of approach a client, what do you sort of...

What are you saying to them is guiding your beliefs when it comes to marketing?

Kelly Dimkovska (21:15)

So for individual organisations, you mean? Like what questions do I ask them?

Simon Dell (21:20)

Yeah,

what questions do you ask them? You know, what's, how do you put a plan together? You know, how do you develop a strategy? What's, what are the things that you look at first or what are the key and really important things for you to understand?

Kelly Dimkovska (21:32)

Yeah, sure.

So my first thing is what are you wanting to achieve? What is your commercial goals? Because you can be ⁓ doing sort of a shotgun approach and throwing things up everywhere, but you might not be running the right campaigns. So for me, it's like, what do you see marketing doing for you and how does that fit in?

and then working with the senior leadership teams to align on that. So essentially like there's sort of some data that came out by Gartner in 2024 that says only 34 % of CEOs and CFOs globally are actually aligned with CMOs and how marketing supports their growth. So for me it was like, right, let's get in the room.

Simon Dell (22:19)

Mmm.

That's a big gap. That's two thirds. That's ⁓ a big gap. Yeah.

Kelly Dimkovska (22:26)

Yeah. And so for me,

that has been very true for organizations that I've stepped in and supported. And that's a benefit of a fractional CMO, I think, because agencies don't get to go that deep generally. Sometimes, but generally, no. You're on for a retainer where you're getting maybe eight social media posts, two hours of SEO, some Google Ads, and you might have one or two workshops.

Simon Dell (22:42)

Yeah.

Kelly Dimkovska (22:56)

But you just don't get that in-depth exposure to a client and work with them on almost a daily basis on achieving that commercial outcome together and helping, I suppose, the CEO, the CFO, COO, all come aboard and actually believe in that marketing function is there because I actually wrote a recent article about why ⁓

Simon Dell (23:07)

Yeah. Yeah.

Kelly Dimkovska (23:26)

marketing sometimes gets the side eye and it's because they don't understand it. Simply it's just bringing them along on the journey and that's something I've learned through my career is the importance of bringing everybody along on the journey with you.

Simon Dell (23:42)

I think that it's a very

common discussion point that I've had in the fractional CMO podcast we've done is that there are there's some core jobs for a fractional CMO, right?

talk about, you know, developing a strategy for the growth of the company. We think that's one. I think the second one is bridging the gap between often the marketing team and the CEO or the leadership, whoever you want to, whatever you want to call it. And the third thing I always flag is about upskilling the internal people, the junior internal people. But I also always include upskilling the CEO. And I think your question there that you just said at the start of that segment,

was what do you see marketing doing for you? I think if you asked a lot of CEOs that question, they would stare at you blankly.

Kelly Dimkovska (24:41)

100 % and that's what has to be asked.

Simon Dell (24:43)

Absolutely. And then

I think you then have to go, well, here's what I think, or here's what the general market thinks. ⁓ I think putting the cornerstone of a fractional CMO role is exactly what you've said there is making sure the CEO understands the benefits and comes on the journey with you.

I think if you don't do that, you're pushing a giant rock uphill, the whole thing.

Kelly Dimkovska (25:16)

And you know what,

if you do that, you generally get more marketing budget too, for my clip costs, which is the main thing. I'm like, right, I need more money. So we need to bring them along on the journey for this. yeah, and I think the other thing I've really loved about this sort of function CMO work as well is sort of helping the HR because there'll be other people, you know, in the recruitment space, there'll be other people that...

They kind of don't really get marketing either and nor should they. So when it comes to actually hiring internally or even hiring an agency for that fact, that's where I can really come in and sort of help them with the interview questions, the job description, interview questions. I can do the interviews for them, provide that sort of all that feedback so that they know whoever they're bringing in-house actually has all those skillsets that we need in order to.

to achieve those goals. Same with an agency. Working in two agencies and for over 11 years, I can smell a bad one when I chat to them. And I've actually collated a bit of a list of the good agencies that I've worked with previously. So if that does happen, I can be like, hey guys, it's me again. Can I engage you to sort of provide a proposal or an audit for this client and see if they're going to be a potential match for you. So that's the idea.

Simon Dell (26:41)

I think the thing you said there about HR just going off on a slight tangent here is I think it's super important that HR understands marketing and and I've often said that even if you even if you're even if business has got is the marketing is shit hot right even if you're you're getting you're attracting ⁓ new clients in every day all those kind of things

For the HR to get on board with a good marketing strategy, what that I think does is it helps attract better staff and not just marketing staff, right? So whatever your job is, whether you're trying to attract forklift drivers or accountants or whatever, if your marketing is on point, people wanna work for you. ⁓

Kelly Dimkovska (27:27)

And I think some of larger organisations are really clicking onto that. The amount I've seen recently, there's one particular device ⁓ organisation who I just love, but I won't call them out. But their ⁓ marketing for promoting the culture and becoming part of the team and celebrating every new onboarding.

It just does, it helps you attract the right talent because people go, I want to work for them. It opens up that talent pool for you.

Simon Dell (28:04)

And I think

that again, you know, taking that that step further is when HR go, we do want to recruit these positions, I think HR should be knocking on the door of marketing going, we want to run job, we want to job advertising campaigns. And I think, again, a good fractional CMO is going in there and saying to HR, what are your challenges? You know, what are the things that are holding us back recruiting?

you know, the top 1 % of candidates, you know, and working with HR, because again, just, and it all comes back to ROI and, you know, and revenue, but if you can show the CEO that you're attracting better candidates, and those people that are coming into the business are working harder, they're more intelligent, they're achieving more, they're hitting their KPIs, again, that's all come from good marketing.

Kelly Dimkovska (29:02)

I think we talk a lot about sort of external marketing, but there's a lot that sort of a fractional CMO can do for your internal marketing. And I've done a lot of work on this as well for the agency that I worked for. That's all part of it. know, what's HR systems or platforms have you got in place to facilitate?

Simon Dell (29:24)

Yes.

Kelly Dimkovska (29:25)

the onboarding, the learning that they need to do, especially in the compliance space. That was something I absolutely had to make sure every newbie had gone through the LMS and done all of their training. And then so by the end of week one, they know everybody, know what their goals are. They feel part of the team sometimes before they've even had their first coffee. And I think that's important.

And because that all speaks to retention over time. And there's a lot of, I've actually done a recent article on that as well, through an All Abort ⁓ HR website just recently. And yeah, there's a lot of stats that really support, you know, obviously, the making sure that your internal marketing is solid as well. So that's something else to consider.

Simon Dell (30:14)

Yeah, yeah,

I think a lot of businesses don't. It's not that they don't know this, but I think they forget this is to say, if you've got 20, 30, 50 staff, if you've got 200 staff, whatever, your brand is your staff. Sometimes the entire interaction that people might have with your brand is the people that work for you. And if they are, you know, if

if they have long hair and they haven't shaved properly and they're wearing Hulk t-shirts, that may not be the right image of your brand that you want to give off with your clients. ⁓ But if they present well, if they speak well, if they're wearing a branded polo shirt and all those kind of things, ⁓ but most of the time people leave that stuff up to HR. ⁓

Kelly Dimkovska (31:12)

Mm.

Simon Dell (31:13)

And it's not always, it's not just HR's responsibility, it's marketing's responsibility as well.

Kelly Dimkovska (31:21)

Yeah, absolutely. It 100 % is. It all works together to feed that machine.

Simon Dell (31:26)

Look,

there's a lot of things I think no doubt you and I could sit and talk about all day. ⁓ But let's just sort of finish up.

Let's talk about where you're going to next because obviously ⁓ You know you're in you're in the early stage of that fractional CMO journey Although you've obviously had a bit of a bit of background with it before What are you what are you looking for from a client perspective? What is it that you want to? The sort of businesses that you want to work with

Kelly Dimkovska (31:59)

So ideally in the healthcare space, nothing would make me happier to be working with clients in the healthcare space. I've worked with a variety of clients, so whether that be from a single chiropractor all the way up to med device companies. ⁓ But generally I find at the point where you need a fractional CMO, you're probably a clinic, ⁓ multi-practice clinic generally.

Simon Dell (32:14)

Yeah.

Kelly Dimkovska (32:27)

or you're sort one of those larger organisations that perhaps isn't sort of large enough to be able to invest in a full-time CMO, but you certainly are at that stage where you need to be really considering your strategy and making sure you're getting the most out of every dollar you spend on marketing. So that's kind of where it falls. So that's, I suppose, where that part-time fractional ⁓ benefit really comes in for organisations.

Simon Dell (32:55)

Yeah,

yeah. And look, there's not that many ⁓ Kelly Dimkofftikas on LinkedIn, so you're pretty easy to find there. The website is, was it Tuesday.logic?

Kelly Dimkovska (32:57)

Yeah.

That's all.

No,

Tuesday logic.com.au. ⁓

Simon Dell (33:10)

dot com dot a okay alright

and presumably the email address is kelly at ⁓

Kelly Dimkovska (33:17)

No,

it's not, actually added in the last name, Simon, you'll love that.

Simon Dell (33:20)

Did you?

Now, well, that's interesting. Why did you? I mean, this is going off in a complete tangent, but why did you do that? The tone of my voice there made that sound like that was really critical, but that wasn't meant to be critical. It was meant to be like, I genuinely find that the shorter that you can make that communication. ⁓

Kelly Dimkovska (33:26)

You know what? This is too caper-

You know what happened Simon is I absolutely wanted Kelly at Tuesday logic.com.au but my husband piped up in the background while I had multiple other things going on it's like no you should put it Kelly dot Dimkovska and I was like well why and he's like just in case you grow really massive and there's more than one Kelly I'm like I just don't have time for this argument so as I'm doing the domain and I just thought just anyway

So it was peer pressure, I had multiple things going on and I took the path of least resistance unfortunately and that's what happened.

Simon Dell (34:15)

I do understand that perspective, but I also go, because again, we have half a dozen people on SEMO ⁓ email addresses, and two of them happen to be called Jess, which is extremely frustrating. But I sort of went Simon at SEMO.com, and I was like, I don't know, if we're a 10,000 person organization.

Hope nobody's gonna send and nobody's sending me emails anymore. I'm like, I don't want to you know, that's I can just be s at CMO comm one of the things I find is as organizing Organizations get bigger the CEO tries to hide their email as much as they can ⁓ Because you just get as you probably do just get stupid junk email all the time from people wanting to sell you AI lead systems and things like that, so

But anyway, okay, so there we go. So now we know the full email address. ⁓ Can I also just suggest, go and set up Kelly at TuesdayLogic.com.au and both working at the same time.

Kelly Dimkovska (35:13)

the story behind it.

No, no, this is so...

I know, I know. And have that redirect put in place. Look, I'm gonna have to eventually do it, I think, once I have...

Simon Dell (35:28)

Yeah, yeah. But

I do love your husband's ⁓ faith that he has in you, that you're gonna build such a big organization that it's gonna have two Kellys in it. So that's nice to have that. That's one of the things I say about, you know, husband and wives is that you need to be each other's pit crew.

Kelly Dimkovska (35:37)

Yes.

Yeah, there you go.

Simon Dell (35:53)

Right, and it's just say, because sometimes the husband or the wife is racing around a track at, you know, 150 miles an hour. And every now and again, they need to come in, someone needs to water them, feed them, change their tires and send them back out again. So it sounds like your husband has your back there.

Kelly Dimkovska (36:11)

100 % does.

Simon Dell (36:13)

awesome. Hey, thank you very much for your time and your ideas and all your suggestions and everything and telling us your story. ⁓ Really, really appreciate ⁓ your contribution today. Thank you.

Kelly Dimkovska (36:25)

Thanks, Simon. Great speaking with you.