Learn killer techniques for managing sales in a crisis. - Rebuilding your 2020 budget - How your unit economics are more important than ever - Operational plan for rapid hypothesis creation and testing - Dynamic re-forecasting every week - Qualification, Qualification, Qualification

1. &
In This Together Series
“Managing Your Reps Targets During Uncertain
Times… And The Impact On Your Runway”
Ben Wright - Founding Sales Coach at SIA
Pete Crosby - NED at Kluster and Founder Member at LRC
hello@salesimpactacademy.co.uk
Sales & Marketing Leaders
Webinar will be live at
4pm UK Time
presents

2. Managing Targets to Support
Uncertain Growth
● Important to start redefining your plan for rest of CY2020
● Understand how you will survive if the market is choppy for next 9-12
months
● Do you need to consider extending runway from existing investors?
● Do you need to re-balance your budgets / leverage government support?

3. Agenda
● Re-defining your sales plan
● Creating pipeline
● Closing deals

4. Re-defining
your sales plan
● Top-down plan
● Unit economics
● Bottom-up plan
● What to do when these plans
don’t meet

5. Defining Your
Top-Down
Plan
● Determine minimum revenue
for survival with exec team and
board
● What does ‘good’ look like for
future investors?
● Factor in potential for clients
paying late and churning
● Compare this model with your
bottom-up plan to sanity check

6. Unit Economics

7. Why should I care about this while Rome is burning?
○ What will be your key drivers when you build the
Bottom Up?
○ Which Outputs should you focus on?
○ The earlier you can make data driven decisions the
closer you will be to the right answer
Unit Economics

8. ● Example I
○ CAC
■ demand gen + sales costs (last rolling quarter)
/ new customers this quarter = cost of
acquiring a new customer
■ This may well be depressed over the coming
months, but what degree will you tolerate?
Unit Economics

9. Tracking CAC by Source enables us to focus early on
the fastest recovering channel
Upward cost trend as sales volume drops
Modelled impact of Covid-19 on CAC

10. ● Example II
○ ORM
■ New Opps / Rep / Month
■ Whether you deploy SDRs, survive on inbound,
or operate 360°AEs how many Opps must be
driven to fill the tank in a post-C19 world?
Unit Economics

11. Impact of small drops in Velocity drivers

12. Building A Bottom-Up Model
● Need to identify the metrics which are the key indicators for how your
sales pipeline may change
● Your lead gen function is likely to be the canary in your coal mine
● Understand what Leading, Current and Lagging indicators are useful - for
example:
Leading
Email opens / CTR
Email +ve response rate
Qualification calls
Current
SQLs
Discovery calls
SAOs
Lagging
Paid pilots
POC
Deals closed

13. Building A Bottom-Up Model
● Iteratively compare leading indicators - for example:
Leading Q1 Week 1 / Averages
Email opens / CTR - 35%
Email +ve response rate - 18%
Qualification calls - 7 per week
Leading Q2 - Week 1
Email opens / CTR - 14% (-60%)
Email +ve response rate - 9% (-50%)
Qualification calls - 3 per week (-57%)
● Don’t panic yet (particularly if you’re using averages)
● Continue to measures on week by week basis for each rep

14. Building A Bottom-Up Model
● As the quarter progresses start bringing later metrics:
Leading Q1 Week 4 / Averages
Email opens / CTR - 35%
Email +ve response rate - 18%
Qualification calls - 7 per week
Discovery calls - 5 per week
Leading Q2 - Week 4
Email opens / CTR - 29% (-18%)
Email +ve response rate - 13% (-28%)
Qualification calls - 5 per week (-28.5)
Discovery calls - 3 per week (-40%)
● By Week 4 - 6 you should have enough data to make first assessment of
where you quarter might end by averaging across reps
● Start feeding these numbers / ratios into your quota calculations

15. Building A Bottom-Up Model
● SDR / Leadgen
○ Previous target was 3 SAOs per week
○ New metrics suggest 33% reduction in Leading indicators (in this
example by taking an average of quali and discovery call reductions)
○ Downgrade SAO target to 2 per week
● AE / BDMs
○ Previous target was £120k per quarter
○ Use SAO target conversion rates (as above 33% reduction)
○ £120k becomes £80k quarterly target

16. Matching Top-Down and Bottom-Up
Models
● It won’t match, don’t force it too
○ But neither can it be an excuse to disregard the top down build
● No hope or hype
○ Sales leaders can be prone to optimism. Resist this urge
○ Founders like punchy, but can you deliver it
● Sense check every conversion ratio & every assumption
○ Is there a precedent for these numbers
● And if it still doesn’t match the Top Down demand
○ ...it’s time to reduce the Top Down Model

17. Agenda
● Re-defining your sales plan
● Creating pipeline
● Closing deals

18. Opp Gen in a cold climate
What’s your plan?
Daily Measurement
Weekly Standups
Rapid hypothesis
EWS

19. Tweaking the Flywheel
66%
25%
50%
4% Calls, Emails, Social Touches
Meaningful Conversations
Discoveries
Deep Dives
Opportunity

20. Agenda
● Re-defining your sales plan
● Creating pipeline
● Closing deals

21. Value Proposition ICP Buyer Personas
Re-evaluating GTM on the fly

22. Summary
● Re-defining your sales plan
● Creating pipeline
● Closing deals

23. Q & A