SaaS.City East Coast 2019 CEO Bootcamp Daniel Michaeli, Glia David v Goliath: Lessons from how start-ups effectively sell to large enterprises

1. © Glia Inc. Confidential
David v.
Goliath
Lessons from how start-ups effectively sell
to large enterprises.

2. ©GliaInc.Confidential
2

3. ©GliaInc.Confidential
David’s Battle
3
Prompt
We are a CRM start-up that has a verticalized solution for retail banks. Our solution is lightweight,
beautifully designed and far easier to deploy than anything on the market.
1. Brainstorm on Challenges [5 min]
2. Solutions Breakout Sessions [10 min]
3. Solutions Presentations [10 min]
4. Glia Recommendations [5 min]
BOFU
MOFU
TOFU

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Top of the Funnel
Creating the Opportunity

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TOFU Challenges
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● Tough to find the right people
● Tough to get in front of people
● Tough to get noticed

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TOFU Recommendations 1
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Research Everything
● Understand the Market Dynamics
● Understand your Prospects’ Reading Preferences
● Understand your Prospects’ Hierarchy
● Understand your Prospects’ Priorities
● Understand your Prospects’ Tech Stack

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TOFU Recommendations 2
7
Participate in Tradeshows and Events
● Source the Best Customer Events
● Source the Best Industry/Partner Events
● Plan your Presence
● Pre-Show Targeting
● Show Goals (Talk to at Least 10 People no Matter What!)
● Post-Show Follow-Up

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TOFU Recommendations 3
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Create Custom Content
● Offer Freemium Consulting
● Create Custom Videos
● Create Custom Decks
● Send Stuff in the Mail
● The Difference is in the last 10% of Customization

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Middle of the Funnel
Driving the Sale

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MOFU Challenges
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● Tough to keep engagement through long cycles
● Tough to identify where the power is
● Tough to work with multiple stakeholders
● Tough to compete with established organizations (security/scalability)

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MOFU Recommendations 1
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Build your Quiver
● Design an RFP Checklist
● Design a Competitive Landscape Map
● Prepare a Proposal Template
● Prepare a Sales FAQ Document
● Prepare a Security and Architecture Whitepaper
● Defibrillator Content Repository

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MOFU Recommendations 2
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Practice Team Selling
● Leverage Collaboration Documents
● Create Account Plans
● Keep Multiple Threads Alive
● Use the “Diving for Pearls” Approach
● Infuse the Process with Founder Selling

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MOFU Recommendations 3
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Move the Process Forward
● Identify the Exact DM Process
● Determine Budgeting / Pricing
● Make a Roadshow Happen / The Drop-By
● Follow-Up Like a Master
● Create your Touchpoints
● Keep Momentum at all Costs

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Bottom of the Funnel
Closing the Deal

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BOFU Challenges
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● Tough to compete with established organizations (security/scalability)
● Tough to survive scrutiny
● Tough to work with Legal and Procurement

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BOFU Recommendations 1
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Anticipate Incumbents in the Woodwork
● Avoid Feature Checklists (but prepare them)
● Offer a Technical POC
● Offer a Pepsi Challenge
● Offer a “Pilot” (broadly defined)

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BOFU Recommendations 2
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Prepare for Enterprise-y Diligence
● Can we see your financials?
● Can we see your liability insurance?
● Can we use our contract instead?
● Can you include this in your roadmap?

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BOFU Recommendations 3
18
Contracting and Legal
● Evolve your Paper
● Confidence is Key
● Build in Expansion, Case Study, Logo Rights, Price Increases etc. (spread out)
● Find a Retired Software Lawyer