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Zero to 100 - Part 4: Building a Sales Team - Stephanie Schatz

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Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.

To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/

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Zero to 100 - Part 4: Building a Sales Team - Stephanie Schatz

  1. 1. [ ]BUILDING A SALES TEAM
  2. 2. This is how it all began
  3. 3. 3 years later
  4. 4. The Most Important Thing You Sell Is… THE FACT THAT YOU CARE
  5. 5. AUTHENTIC CURIOUS HELPFUL What Is Sales All About?
  6. 6. Recognize Where You Are In The Lifecycle Search for Product/Market Fit Search for Repeatable & Scalable & Profitable Growth Model Test Hypothesis Prove the Value Prove it can be sold Find Repeatable Sales Motion Prove non- Founders can sell Make it Scalable Ensure Customer Success Make it Profitable Hit the Gas and Scale Scale the org & its processes Etc. 1 2 3 4 5 6 7 8 9 10 11 Scaling the Business
  7. 7. Find Repeatable, Scalable Growth Model ACCELERATE AND SCALE THE BUSINESS Sales Operations Executive Hiring Internal recruiting engine Sales team specialization How to accelerate sales team MAKE IT SCALABLE AND PROFITABLE Forecasting / Pipeline Mgmt Business Planning / Quotas Sales Enablement How to manage the board Culture / Team Motivation SEARCH FOR REPEATABLE SALES MOTION Recruiting Interviewing Early sales enablement Sales Compensation Revenue TEAMSTRUCTURE
  8. 8. Find Repeatable, Scalable Growth Model ACCELERATE AND SCALE THE BUSINESS Sales Operations Executive Hiring Internal recruiting engine Sales team specialization How to accelerate sales team MAKE IT SCALABLE AND PROFITABLE Forecasting / Pipeline Mgmt Business Planning / Quotas Sales Enablement How to manage the board Culture / Team Motivation SEARCH FOR REPEATABLE SALES MOTION Recruiting Interviewing Early sales enablement Sales Compensation Revenue TEAMSTRUCTURE
  9. 9. Objectives What is my target market? What is my message? How do I find customers? How can I reach them? How do my customers make a buying decision How do they purchase? How do I make them successful?
  10. 10. Sales Team Structure VICE PRESIDENT or DIRECTOR SALES 1 ACCOUNT EXECUTIVE with TRAILBLAZER MENTALITY MAYBE 1 SDR and / or CUSTOMER SUCCESS PERSON
  11. 11. Profile Blueprin t Network + Referrals Social media Agencie s: How to Forget Airport test RECRUITING
  12. 12. INTERVIEWING Has done this before Understan dsown success Enthusiasti c Can capture and read an audience Knows how to handle DM Knows how to navigate accounts and close deals
  13. 13. SALES ENABLEMENT IN THE EARLY DAYS Replicat e yourself Mock calls As many custome r calls as possible The best time to learn… No call without a blackshe et Blue prints
  14. 14. Compensate on what you need to accomplish Eventually… bookings! Observations, learnings, recommendatio ns SALES COMPENSATION Conversations Opportunities Proposals Deals Closed By number
  15. 15. Find Repeatable, Scalable Growth Model ACCELERATE AND SCALE THE BUSINESS Sales Operations Executive Hiring Internal recruiting engine Sales team specialization How to accelerate sales team MAKE IT SCALABLE AND PROFITABLE Forecasting / Pipeline Mgmt Business Planning / Quotas Sales Enablement How to manage the board Culture / Team Motivation SEARCH FOR REPEATABLE SALES MOTION Recruiting Interviewing Early sales enablement Sales Compensation Revenue TEAMSTRUCTURE
  16. 16. Objectives Can non-founders / non-trailblazers sell this? Can we create a sales playbook that any AE can successfully follow? (+2AEs) What other supporting roles do I need? (SDRs, CS, Support) What does marketing need to deliver? Evolve messaging Optimize unit economics Create business plan / financing plan for the next phase
  17. 17. Sales Team Structure VICE PRESIDENT or DIRECTOR SALES 1 ACCOUNT EXECUTIVE with TRAILBLAZER MENTALITY MAYBE SDR and / or CUSTOMER SUCCESS PERSON + 2 More REGULAR ACCOUNT EXECUTIVES WAIT +2 MORE
  18. 18. Team Structure VICE PRESIDENT and/or DIRECTOR SALES 1 ACCOUNT EXECUTIVE with TRAILBLAZER MENTALITY + 2 More REGULAR ACCOUNT EXECUTIVES + 2 More ACCOUNT EXECUTIVES MAYBE SDR and / or CUSTOMER SUCCESS PERSON
  19. 19. PIPELINE MANAGEMENT Know your deals SFDC is clean Proud vs sandbaggin g Opportunit y to learn Opportunit y to be honest Pipeline Meetings – Fun?
  20. 20. Commit is commit is commit Best case No weighted forecasts Know your deals Share why accuracy matters Clear forecast stages FORECASTING
  21. 21. BUSINESS PLANNING Top down Bottom up
  22. 22. BUSINESS PLANNING
  23. 23. QUOTAS Slightly lower OTEs if necessary Have to be achievable
  24. 24. SALES ENABLEMENT Preboarding / Onboarding Ongoing training Sales Playbook Sales Methodolo gy e.g. MEDDIC Create central knowledge base & process to document learnings Standardize how to introduce new product features
  25. 25. Sales Onboarding at the Scaling Phase Section Titles • Company Information • Case Study & Stats • Our Products • Market Landscape • Battlecards • Account Executive Role • MEDDIC Sales Methodology • Customer Success • Business Development Rep
  26. 26. Manage expectations What is your story Honest and thoughtful Help them help you Have a solution HOW TO MANAGE THE BOARD
  27. 27. CULTURE AND TEAM MOTIVATION Dash updates Awesome Days Make it a home Share your energy Give team a mission Tools to handle conflict Be a good manager The harder the situation the softer the tone. Problems are not a problem. Better every day.
  28. 28. Find Repeatable, Scalable Growth Model ACCELERATE AND SCALE THE BUSINESS Sales Operations Executive Hiring Internal recruiting engine Sales team specialization How to accelerate sales team MAKE IT SCALABLE AND PROFITABLE Forecasting / Pipeline Mgmt Business Planning / Quotas Sales Enablement How to manage the board Culture / Team Motivation SEARCH FOR REPEATABLE SALES MOTION Recruiting Interviewing Early sales enablement Sales Compensation Revenue TEAMSTRUCTURE
  29. 29. Objectives Massively scale the sales team Hire a management team Optimize sales team productivity Maximize sales team retention Keep optimizing customer churn Successfully introduce additional products And….. make it unforgettable! Expand internationally
  30. 30. Sales Team Structure CUSTOMER SUCCESS TEAM SPECIALIZED SALES TEAMS SMBEnterprise Partner Corporate / Midmarket VP SALES DIRECTOR SALES OPERATIONS 1 or several SALES DIRECTORS PRESALES ENGINEERING TEAM SDR TEAM
  31. 31. Right hand or second brain Data, data, data Understand your growth Data, Analytics, Insights Create operational playbook Fast forward SALES OPERATIONS
  32. 32. EXECUTIVE HIRING Blueprints Involve board members / advisors Retained search Extreme referencing Best practices for executive interviewin g process Plan ahead
  33. 33. INTERNAL RECRUITING ENGINE 1 or more internal sourcers Systematiz e recruiting rewards for employees Recruit at every conference / customer event “House” agency that loves you 1 or more internal recruiters Move quickly & strongly court candidates
  34. 34. PARTNER SALES Can be highest productivity per head Deep relationships with your accounts How to work with different types of partners How to compensate indirect sales team
  35. 35. Different Types of Partners 1. GSIs 2. SIs 3. Regional system integrators 4. Digital Agencies 5. VARs / VADs
  36. 36. How To Accelerate a Sales Team SPRINT MODE CLOSING MODE REGULAR WORK
  37. 37. Nuggets of Wisdom NEVER SAY Thank You Show Your EMOTIONS DON’T Follow Up
  38. 38. To contact me: Twitter: @she_travels

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