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Why this advice is so hard to follow

Founders from technical and product backgrounds not

comfortable with prospecting or cold calling

Solution: LinkedIn (and/or Google Adwords)

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At the beginning: No clear sales path
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What are we trying to learn?
• Which target market?
• Who in the organization to sell to?
• What pain / use case to target?
• What messaging?
• What sales motion?
• What pricing?
• What new product features are needed
Deliverables
• Marketing Playbook
• Sales Playbook
• Customer Success Playbook
• Renew and Upsell Playbook

2'345464,5
@ Clearly identify whether the
Opportunity continues through the
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“Why Change?” exchange of Prospect’s business
challenges, pain, objectives and
goals.
A Document and confirm we
understand Prospect’s goals,
24.1,8'0< objectives, business challenges
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business impact and value-add
with NewCo.
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B evaluation process including the
criteria and decision process.
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“Who / How?” executive sponsor. Quantify value
E and dollarize opportunity in SFDC
C Justify the specific Newco
solution to the key decision
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business case, ROI, custom demo,
“Why us?”
technical review, customer case
studies where applicable.
D 2;'(
Agreement / Contract has been
delivered to prospect and
24&4?'51' agreement to steps as chosen
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cycle.
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! Identify prospect is at the influencing level and there’s interest in evaluating NewCo.
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- Solve a Problem
goals Challenges in Organization
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- Satisfy a Need
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! Plausible emergency
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executive sponsor and confirm
budget
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team ! Technical Documentation
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gaps addressed signer
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justification
! Negotiation on legal, price and business terms
! Schedule and complete references " Chosen vendor
! Alignment call with customer success team as required ! “Get before you give” " Confirm legal complete
! Finalize order document and vendor approval process
" Sign order form
! Contract signature / Initiate Customer on-boarding process
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Team:
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Messaging is far more powerful
• Example – for Corvana - an AI powered Smart BI system
• Broad messaging:
• Our Smart BI software will automatically surface insights in your data

• Sales use-case messaging:

• Our Smart Sales Intelligence software
• Automatically tracks all of the important funnel indicators
• Will pro-actively warn you as soon as any indicator shows a potential problem.
• Allows you to fix problems early before they affect your bookings number
Recommended Starting Point

Make a list of your best ideas

for potential target markets
Score Them
Pain level / Urgency
Amount of work
Examples of and
TAM required to satisfy
Target Market Choices Willingness & Ability
their needs
to pay

High score here means

Enterprises low amount of work

Mid-market

SMB

Venture Backed HiTech

companies

Financial Vertical
Note these target markets are just examples. Your own list of possible targets will vary.
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Ideal Customer Profile - ICP
Ideal Prospect Negative Characteristics
Characteristics • Enterprises - likely to have the
following characteristic:
• Industry:
• eCommerce companies • Separate fiefdoms that will stop
marketing from making an integrated
• Size:
decision
• Mid-market - Revenues: $5m to $100m
• Different marketing channels owned by
• Current tech stack: different teams
• Separate analytics and data science team
• ExactTarget, Responsys, etc.
that work with their marketers
• Uses Shopify Plus, Magento, etc.

• Other:
• More than 20,000 names in their email list
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• We provide Key Differentiators
Define our Growth Process

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Website Free Trial Purchase

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 Different Dialog and Content for each stage

Awareness Consideration Purchase

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awareness solution • Results achieved
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solving can solve their pain
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• Discuss benefits people are • Free Trial / Demo
seeing • Customer references
• Customer stories
• Don’t mention your product • ROI data
• Nurture with regular content
• Don’t sell! (Newsletter)
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Account Based Marketing
• ICP powers all marketing
• Ideal Customer Profile

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• Discover.org, Lead Fox, ZoomInfo, LinkedIn Sales Navigator, etc.

• Track who is in buying cycles

• Visiting G2 Crowd, Bombora

• Track which companies are on your website

• Targeted outreach
• Aircover from Ads
Thanks to Eric Spett, Terminus
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Address Is this a safe vendor

Security Concerns to choose?

3rd Party • Customer Stories

Security Audit & • Safe Channel
Whitepaper Partners
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What model should I pick, and do I need salespeople?
• While you are testing options for a repeatable sales model
• Don’t obsess about which model, as you are too early
• Instead focus on getting some sales, which will give you the data to decide

• When you have some sales

• Look at the complexity of:
• Your product
• Your buyer’s buying process
• Try redesigning
• Evolve to what model is the best fit

• Even in a Freemium model – salespeople can be powerful

• They can increase the average deal size by selling value higher in the organization
“Land and Expand” model
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Lets look at each of these in turn…
Number of Sales People

One of the most common reasons for missing plan

Didn’t hire sales people fast enough

Sales Hiring
• You will need to build an in house recruiting machine

See my blog post:

“Recruiting: the third crucial Startup Skill”
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PPR: Sales Training and Onboarding
• Sales people: one of the most expensive resources
• Yet typically little effort put in to sales training in early days
• High payback
• Worth having the founders spend time to develop & deliver a lot of the material
Sales Onboarding at the Scaling Phase
• Section Titles
• Company Information
• Case Study & Stats
• Our Products
• Market Landscape
• Battlecards
• Account Executive Role
• MEDDIC Sales Methodolgy
• Customer Success
• Business Development Rep
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Your first Marketing Hire
• The crucial marketing skill: knowing how to generate leads
• Often referred to as Demand Gen

• Forget branding, marcoms, etc.

• They are secondary to lead generation and funnel optimization

• Great marketing is all about execution

• Ideas are cheap
• Focus on their track record for getting things done
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Ensure Customer Success
• Has to be done at all phases
• But called out as a separate phase as it’s common to see churn increasing
as sales starts scaling
Possible Solutions
• Tighten definition of who is a good customer
• Understand the best and worst segments
• Don’t sell to the wrong customers

• Stop sales from over-promising, or selling when the fit with the customer is
poor
• Adjust sales compensation to reflect whether the customer stays or churns

• Improve the Product to fix areas that are causing customer unhappiness
• Improve onboarding
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Common Mistakes
• Hitting the gas and accelerating when churn is still too high
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Why Scale as fast as you can?
• Most tech markets are “Winner takes all”
• As soon as one company shows it can grow there will be fast followers
• You need to grow like crazy to become that winner

• You have a proven cash making machine, so can raise the funds needed
The Winner Takes All Flywheel
• Free traffic increases
• Word of mouth grows
• The leader gets attention from media

• Decision becomes “Why am I not buying from the leader?”

• Increasing integrations make the product more functional
• Barrier to entry for competitors

• Able to invest more in Sales & Marketing + Product

• Feeds the flywheel
SUMMARY
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