The document discusses the four competencies of a successful sales team: targeting, messaging, channels, and tactics. It describes each competency in 1-2 sentences. Targeting is how a team isolates the most likely customers. Messaging is what a team says to engage customers in conversations. Channels are where conversations with customers begin, such as in person, email, or calls. Tactics are the tools, processes, and organization of the sales team. The document emphasizes that success requires mastering all four competencies.

1. 4 Competencies of a Successful Sales Team
Collin Stewart Naba Ahmed
With: Moderated by:
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4. Click on the Questions panel to
interact with the presenters
https://www.saasbrief.com/frs/11715878/4-competencies-of-a-successful-sales-team

5. About Collin Stewart
Collin Stewart is Co-Founder and Co-CEO of Predictable Revenue, and host of our weekly podcast where he
interviews B2B sales leaders on the biggest opportunities and challenges in the industry. Predictable Revenue
teaches companies how to double or triple (or more) new sales. Our framework was conceived at one of the most
successful startup companies – Salesforce.com. In a few short years, use of our “Cold Calling 2.0″ framework
helped increase Salesforce.com’s recurring revenues by $100 million, and continues to help double their
enterprise growth today.
Fun fact: Collin refereed hockey in order to pay rent during the first few years of starting the company.
About Naba Ahmed
Naba went to Cal Poly, San Luis Obispo and majored in Journalism and minored in Integrated Marketing
Communications. After working as Editor-in-Chief at the campus newspaper, she became interested in developing
content across multiple platforms, and now works as a Content Marketing Specialist at Aggregage, providing some
of the most interesting thought-leaders across a wide variety of industries with a space to celebrate the diversity,
depth, and experience of their professional cultures, personalities, and passions.

6. 6

7. So what’s new...
Outbound Record Breakers

8. Came to a head
around Christmas
- Outbound Record Breakers

9. I was hesitant
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10. Decided to interview
our customers
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11. Found 2 distinct groups
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12. So we dug deeper
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13. 20%knew and had
proof
75%said they had proof
but didn’t
5%wanted help
testing
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14. Too easy to blame the customer
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15. We totally solved it right away...
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16. Here’s a little bit of what we learned...
Outbound Record Breakers

17. Four Competencies of a Sales Team
Targeting Messaging Channel Tactics
Who you reach out
to.
What you say to
them.
Where you say it. How you get it done.
- Outbound Record Breakers

18. Rate yourself from 1-3
3=
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2=1=
we have this
nailed and can
prove it
we have a few proof
points
no proof, we need
some help

19. Targeting
How you isolate people most likely to become your best customers.
● Firmographics (company size, industry, etc)
● Demographics (job title)
● Technographics (technology they use)
● Behavioral (websites or conferences they visited)
● Carefully researched company list (ABS/ABM)
- Outbound Record Breakers

20. Messaging
What you say to start a conversation with a prospect.
● The core messaging that becomes:
○ The cold-calling script
○ The email template
○ The LinkedIn message
○ The note with your direct mail
○ The in-person pitch
- Outbound Record Breakers

21. Channels
Where you start a conversation with a prospect.
● In person visit
● Conferences
● Direct mail
● PPC Ads
● Cold calling
● LinkedIn
● Email
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22. The tools you use, processes you follow, and how you organize your team.
● Tools (Salesforce, Outreach, DiscoverOrg, etc)
● Processes (How you design and run campaigns)
● Team (How you build and organize your team)
Tactics
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23. Math time
Multiply your scores together:
● Targeting x Messaging x Channels x Tactics
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24. How’d you do?
High score of 81
Average is around 36
Market - 2
Messaging - 2
Channels - 3
Tactics - 3
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25. Four Pillars of Outbound Sales
What will get you the best results?
Tactics
Channels
Messaging
Targeting
Learn/copy this from others
Figure this out with
experimentation
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26. What will get you the best results?
Tactics
Channels
Messaging
Targeting
It all changes over
time
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Four Pillars of Outbound Sales

27. Four Pillars of Outbound Sales
Targeting Messaging Channel Tactics
Who you reach out
to.
What you say to
them.
Where you say it. How you get it done.
- Outbound Record Breakers

28. How you isolate people most likely to
become your customers
What you say to them to get them
engaged in a conversation about your
offering
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Targeting & Messaging

29. Relevant to what your
potential customers
already want
Relevant to what
your offering can
help people do
- Outbound Record Breakers
Targeting & Messaging

30. Relevant to what your
potential customers
already want
Relevant to what
your offering can
help people do
- Outbound Record Breakers
Targeting & Messaging

31. “Chain of Relevance”
What connects your offering to what your ideal customers want
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Targeting & Messaging

32. “Chain of Relevance”
What connects your offering to what your ideal customers want
- Outbound Record Breakers
Targeting & Messaging

33. “Chain of Relevance”
“Nailing a Niche” is getting this right with one segment of customers.
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Targeting & Messaging

34. Mapping Out the “Chain of Relevance”
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Here’s how we break it down

35. Mapping Out the “Chain of Relevance”
What’s most important to
the prospect
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Targeting & Messaging
Goal

36. Mapping Out the “Chain of Relevance”
Goal
Job to be
Done
What’s most
important to the
prospect
What the
prospect needs
to get done
- Outbound Record Breakers
Targeting & Messaging

37. “People don’t want a
quarter inch drill, they
want a quarter inch hole.”
Theodore Levitt - 1962
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38. VERB OBJECT OF CONTROL CONTEXT
Listen to music by myself
Listen to music with friends
Protect my business from HIPAA compliance fines
Deliver training material to my deskless workforce
Invite potential customers to a call with our Account Executive
Discover new market segments for our flagship product
Define a market niche for my new service
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Job Statements Follow a Pattern

39. Mapping Out the “Chain of Relevance”
Goal
Job to be
Done
What’s most
important to the
prospect
What the
prospect needs
to get done
- Outbound Record Breakers
Targeting & Messaging

40. Mapping Out the “Chain of Relevance”
Goal
Job to be
Done
Obstacles
or Friction
What’s most
important to the
prospect
What the
prospect needs
to get done
What’s getting
in the prospect’s
way
- Outbound Record Breakers
Targeting & Messaging

41. Mapping Out the “Chain of Relevance”
Goal
Job to be
Done
Obstacles
or Friction
Product or
Service
What’s most
important to the
prospect
What the
prospect needs
to get done
What’s getting
in the prospect’s
way
The offering that
overcomes the
obstacles
- Outbound Record Breakers
Targeting & Messaging

42. Mapping Out the “Chain of Relevance”
Responsibility Goal
Job to be
Done
Obstacles
or Friction
Product or
Service
What’s most
important to the
prospect
What the
prospect needs
to get done
What’s getting
in the prospect’s
way
The offering that
overcomes the
obstacles
What ties the
goal to the
prospect
Tip: You can compare
responsibilities listed in
job descriptions with
data-provider search
results to help ensure the
lists you are building are
relevant!
- Outbound Record Breakers
Targeting & Messaging

43. Mapping Out the “Chain of Relevance”
Persona Responsibility Goal
Job to be
Done
Obstacles
or Friction
Product or
Service
What’s most
important to the
prospect
What the
prospect needs
to get done
What’s getting
in the prospect’s
way
The offering that
overcomes the
obstacles
What ties the
goal to the
prospect
How to identify
or target the
prospect
- Outbound Record Breakers
Targeting & Messaging

44. Mapping Out the “Chain of Relevance”
Company Persona Goal
Job to be
Done
Obstacles
or Friction
Product or
Service
What’s most
important to the
prospect
What the
prospect needs
to get done
What’s getting
in the prospect’s
way
The offering that
overcomes the
obstacles
What ties the
goal to the
prospect
How to identify
or target the
prospect
How to target
the company
they work for
Responsibility
- Outbound Record Breakers
Targeting & Messaging

45. Mapping Out the “Chain of Relevance”
Company Persona Responsibility Goal
Job to be
Done
Obstacles
or Friction
Product or
Service
Targeting Hypothesis Messaging Hypothesis
Need Hypothesis
- Outbound Record Breakers
Targeting & Messaging

46. If you correctly guess what your
prospects want, they are very likely to
engage with you.
But it’s unlikely that you will guess correctly on your
first try.
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Targeting & Messaging

47. Brainstorm Market
Fit Hypotheses
Convert Into
Campaign
Experiments
Run Experiments &
Learn from Results
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3 Step Process

48. - Outbound Record Breakers
Building a Matrix

49. Download Matrix Template
predictablerevenue.com/matrix
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Building a Matrix
Matrix template for organizing campaigns:
predictablerevenue.com/matrix

50. - Outbound Record Breakers
Designing Experiments
Additional Tips (Applicable Fall 2019)
● If running experiments over email aim for 300-500 sample size per
● If running experiments over LinkedIn aim for 50-100 sample size per
● Follow-up to initial message (CTA prompt referral):
○ “Hey {{firstname}}, are you the best person on your team to ask about this?”
● Follow-up again (CTA prompt confirmation not relevant):
○ “Hey {{firstname}}, would you mind letting me know if this isn’t relevant? I
really don’t want to be a bother!”

51. Questions?
Outbound Record Breakers

52. Q&A
Naba Ahmed
With: Moderated by:
Co-Founder & Co-CEO, Predictable Revenue
Linkedin page: /in/collinstewart
Twitter ID: @CollinYVR
Website: predictablerevenue.com
Collin Stewart
Editor, SaaS Brief
Linkedin page: /in/naba-ahmed/
Email: naba@aggregage.com
Website: saasbrief.com
https://www.saasbrief.com/frs/11715878/4-competencies-of-a-successful-sales-team

53. The Ultimate Guide to
Revenue Management for
SaaS Companies
If you want to stop leaving money on the table, you
must learn how to effectively manage revenue.
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