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The Agony and Ecstasy of Building & Scaling Inside Sales
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  • Freemium = Opensource Products, Dropbox, Google Apps No Touch SS = Balsamiq, Basecamp, YouSendIt Light Touch = Constant Contact, Logmein, High Touch = Salesforce.com, Netsuite, Omniture Field Sales = Oracle, BEA, SAP
  • Freemium = Opensource Products, Dropbox, Google Apps No Touch SS = Balsamiq, Basecamp, YouSendIt Light Touch = Constant Contact, Logmein, High Touch = Salesforce.com, Netsuite, Omniture Field Sales = Oracle, BEA, SAP
  • Freemium = Opensource Products, Dropbox, Google Apps No Touch SS = Balsamiq, Basecamp, YouSendIt Light Touch = Constant Contact, Logmein, High Touch = Salesforce.com, Netsuite, Omniture Field Sales = Oracle, BEA, SAP

The Agony and Ecstasy of Building & Scaling Inside Sales Presentation Transcript

  • 1.
    • The Agony & Ecstasy of Building & Scaling Inside Sales
    • Isaac Garcia
    • CEO / Co-Founder
    • Central Desktop
    • May 17, 2010 / MESHU
  • 2. Purpose of This Session To Understand What It Takes to Build and Scale an Inside Sales Team and Whether or Not the Inside Sales Model is Right For Your Business
  • 3. In This Session We Will…..
    • Answer “What is Inside Sales?” and “Who Needs it?”
    • Examine Different Types of Sales Models
    • Study the Profile of Successful Inside Sales
      • What does one look like?
    • Look at the People Behind Successful Inside Sales
    • Understand the Metrics That Matter
    • Provide a Framework for Getting Started
  • 4. First of All, Who The Heck am I?
    • First “Tech Job” Was B2B Inside Sales
      • First Sales Rep / Inbound / Outbound / Demos / Learned from Founder
    • Software Consulting Firm
      • Rookie of the Year!
    • Founded Enterprise Data Services Company
      • Price Points Were $50k - $400k
    • Founded B2B Marketplace
      • Inside Telesales Team / Low Price Point High Volume
  • 5. First of All, Who The Heck am I?
    • CNET Networks
      • Inside Sales ($200/mo - $3k/mo)
      • Enterprise Sales ($100k - $3 million)
      • Landed Google, Ebay, BestBuy, Microsoft
    • Central Desktop
      • Self-Service / Ecommerce Model ($25 - $249/mo)
      • Inside Sales Model ($4k/year - $25k/year)
      • Currently in “Scale Mode”
  • 6. First of All, Who The Heck am I?
    • Never Sold Anything Before In My Life!
    • BA and Masters in English Literature!
    • Never Took a Business or Accounting Class in my Life!
    • ANYONE CAN DO THIS!
  • 7. What Is Inside Sales? Its Not a Boiler Room!
  • 8. What Is Inside Sales? Inside Sales is a Progression
  • 9. As Your Business (Product) Evolves, So Will Your Sales Model Wise Nugget #1
  • 10. Types of Sales Models
  • 11. Types of Sales Models
  • 12. It Depends On Your Market E Commerce Phone / Inside Sales Face to Face
  • 13. Don’t Forget The Cost!
  • 14. Don’t Forget The Cost!
  • 15.
    • Upgradebase
    • $100k+
    • 180+ Days Sales Cycle
    • Face to Face
    • Expensive Reps
    • Few Customers
    • Net Terms
    • Integration
    • We Raised Capital
    • Vendorbase
    • $25 - $149/month
    • <30 Days Sales Cycle
    • Phone
    • Ecommerce / Telesales
    • LOTS of Customers
    • Credit Card!
    • 100% Web Based
    • We Bootstrapped
    Tale of Two Companies
  • 16.
    • 2001
    • Cash Crunch
    • Customer Crunch
    • Business Crunch
    • Upgradebase Hurt
    • Vendorbase Did Well
    Dot Com Crash
  • 17. It is Possible to Bootstrap Inside Sales To Success! Wise Nugget #2
  • 18. Inside Sales: What Does It Look Like?
  • 19. Measure at Each Stage! Inside Sales: Simplified Close!
  • 20. Inside Sales: What Does It Look Like?
  • 21. Lead Gen: Inbound
    • Reps Qualify Inbound Leads
      • Trials, Whitepapers, Email, Chat, Phone, Tradeshows
    • First line of defense / Sift Sand
    • SCORE Leads To Be Efficient!
    • Create “Potential” Opportunities
    • Comp’ed on Qualified Opps & Closed Won
    • Collaborate with the Account Executive (Closer)
    • Ratio is 1 Rep to 3-4 Closers
    • SF.com Gives ~250 Leads Per Month / CD 1000 Leads
  • 22. The Secret to Inbound Lead Qualifying is to Listen to Your Customer’s Needs – and Solve a Problem. Wise Nugget #3
  • 23. Lead Gen: Outbound
    • Sales 2.0 / Cold Calling / Prospecting
    • Proactive Outbounding
    • Find New Opps for Closers
    • Target Higher $$$ Prospects
    • Target Ratio is 1:3
    • This is NOT Calling the Phone Book!
    • Segments with Higher Propensity to Buy
  • 24. The Secret to Outbound Lead Development is to Respect & Care about the Prospect! You Have No Right! Date Them! Wise Nugget #4
  • 25. Closers: Account Executives
    • Focused on New Business
    • “ Accept” Opportunities
    • Manage a Territory / Patch
    • Develop Territory Plans
    • Carry a Quota ~5x Total Comp
    • Might Manage 10-30 Key Accts
    • Incentivized to Close Deals Monthly / Collect Cash Up Front
  • 26. The Secret to Closing a Sale is to Not Sell To them ! Wise Nugget #5
  • 27. Nurturers: Acct Management
    • Focused on Adoption
    • Customer Success
    • Nurtures Accounts
    • Be Trusted Advisors
    • Find Referrals / Upsells
    • Manage Renewals
    • Collaborate with Sales Closely
    • Comp’ed on Retention / Renewal Rates
    • This Could Be Two Teams Upsell / Acct Management
  • 28. You Don’t Do All of this at Once – You Iterate Your Way Into Inside Sales! Wise Nugget #6
  • 29. Who & How To Hire / And When?
  • 30. Hiring Leadership
  • 31. Hiring Leadership
  • 32. Hiring Leadership
  • 33. Hiring Leadership
  • 34. Hiring Leadership
  • 35. Your Sales Leader Needs To:
    • Sell
    • Manage
    • Coach
    • Lead
    • Schedule
    • Report
    • Present
    • Prospect
    • Hire
    • Close
  • 36. Be Careful When Hiring Managers!
    • Sales People Are Good At Selling Themselves!
    • Are They Precise With Their #s?
    • Take EXTRA Time When Hiring
    • SF.com Managers Spend 50% of Their Time Hiring
    • Unanimous Hiring (With Multiple Interviewers)
    • Ask Them To Present!
    • Make Them Give You A Plan!
    • Check Their W2s!
    • Did They Try to Close You In The Interview?
  • 37. Hiring Reps
    • Develop a Training System (Starts w/Founder)
    • Give Them the Equipment They Need
      • Good Phones
      • Headsets (w/long battery life!)
      • Good Chairs
      • Good Computers
    • Give Them the Tools They Need
      • Linkedin / Jigsaw / Hoovers / Insideview
    • Give Them Career Paths
  • 38. What About The Profile of Reps?
    • Finished College
    • Competitive (Sports)
    • Driven / Leaders
    • Extra-Curricular Activity (Music, Sport, Hacking, etc.)
    • Can Relate to Others
    • Quick On Their Feet
    • Organized / Professional (Did they followup? Try to close you?)
    • Sense of Urgency
    • Likes / Wants to Win
  • 39. Sales Culture Musts
    • Ethical
    • Fair
    • Professional
    • Competitive
    • Supportive
    • Driving
    • Fun
    • Money-Centric
    • Sales Is Not For Everyone
  • 40. What About The Metrics?
    • CAC (Customer Acquisition Cost)
    • Churn
    • Life Time Value (LTV)
    • MRR / CMRR
    • Renewal Rates
    • ACV (Average Contract Value)
    • Cash Collected
    • Notice These Are Business Metrics?
  • 41. So, Where Should You Start?
    • YOU (the Founder) are the BEST Sales Person!
    • Learn, Learn, Learn!
    • Listen, Listen, Listen!
    • Iterate, Iterate, Iterate!
    • Your Involvement Will Influence the Company Forever!
    • You Can’t Outsource Passion
    • If You Can’t Sell Your Own Product – You Have No Passion
    • No Passion – No Sales – No Success
  • 42. Start Slowly
    • Founder’s Should Always Sell In the Early Days (Especially if Bootstrapped)
    • Learn How To Train Others
    • Hire a “Whale Hunter” once you’ve got something repeatable (multiple sales). Bring In Cash!
    • Separate the Job Functions / Don’t Expect Your Hires to all be like you!
    • Focus on Market Fit! This is who you Outbound too!
    • Measure / Iterate
    • Manage to Results (Not Behavior)
  • 43. Most Importantly
    • YOU CAN DO THIS!
    • This isn’t just for “other people”
    • YOU CAN DO THIS!
    • Building a Product Isn’t Good Enough!
    • You Need To Go To Market With Your Product
    • Inside Sales Can Be One of the Most Effective Ways to Bring Your Product to Market
  • 44. “ Go and Do Likewise!”
  • 45. Resources & Special Thanks:
    • The Central Desktop Sales Team
    • @isaacgarcia / igarcia@centraldesktop.com
    • www.Balsamiq.com for mockups
    • David Skok @ www.forentrepreneurs.com
    • Mark Suster @ www.bothsidesofthetable.com
    • Aaron Ross @ www.pebblestorm.com
    • Salesforce.com for Inspiration
    • Alec Baldwin Cameo in Glen Garry Glen Ross