B2B Enterprise Sales Training for Visa Innovation Europe

1. B2B Sales Workshop
Vladi Rusev
July 7, 2023

2. Vlady Rusev
Launchub Sales 2021
The Energy Revolution

3. Wizcom / Sciant
• One of the first big
outsourcing companies
in Bulgaria, founded by
AUBG graduates.
• Grew company to 150
employees and sold to
VMWare in 2008.

4. Connecto.ai
• Conversational Chatbots for
Marketing used by Viber, Coca
Cola, Visa
• Exit to Leanplum

5. Vlady Rusev
• Joined Leanplum on a mission to master SaaS Sales and share with
other entrepreneurs
• Joined FullStory on a mission to master Enterprise Sales and teach
the startup ecosystem

6. Enterprise Sales Insights and Tools
1. Building and Training your Sales Team. Tools
2. Sales Process and additional steps in Enterprise Deals
3. Defining your ICP
4. Prospecting 2.0. Tools
5. Discovery 2.0 - Value based conversation and Qualification
Criteria
6. Marketing, the flywheel and Inbound vs Outbound
7. Doing POCs
8. Enterprise Commercial Proposals

7. Building your Sales Team
1. Top Sales Traits
a. Positive Attitude
b. Coachability
c. Curiosity
d. Work Ethic
e. Prior Success as a Salesperson
2. Your first sales Hires
a. The SVP of Sales
b. The Sales Person
c. The Entrepreneur
Note: Who can accelerate you faster to product market fit?

8. Training your Sales Team
● Sales Mentorship and Coaching
○ Best Sales managers are Mentors/Coaches
○ Sales Ramp time = 6+ months.
○ Hire more/experiment. Culture fit.
○ Sales role - big attrition. Promote from within -
SDR to AE.
○ Sales Playbook for fast onboarding
● Sales Resources
○ Vlady’s Sales Books and Resources
○ Sales Gravy University and Podcast
○ Force Management

9. Sales Team training tools
• Seismic
• All sales trainings and tools in one place
• Track views and usefulness
• Thought Industries
• Product trainings and certifications
• Track employee views and completion
• Certification program for clients
• Gong
• Record calls and share best practices
• Listen to your own calls and get better
• Share calls with clients
• Enablement Manager
• Onboarding plan for new employees
• Custom topic trainings for team

10. Sales Process: the Complex Tech Sale
1. Marketing Qualified Lead (MQL)
2. Sales Qualified Lead (SQL)
• value based conversation
3. Sales Accepted Lead (SAL)
• qualification criteria
4. Demo product by Sales Engineer (SE)
• Use cases & customisation
5. POC - Proof of Value, ROI
• Success Criteria
6. Compliance
7. Procurement
8. Legal and Signatures

11. Additional steps in Enterprise Deals
1. Compliance
• Data Storage and Personal Data
• Templates to send ready
• Get certified
• Tools - OneTrust, SafeBase
2. Procurement
• Thresholds and selection criteria
• Help them! Question to consider
when doing RF
• Vendor registration -SAP Ariba, Coupa
3. Legal
• Use templates (MSA, DPA, SO)
• Tools - SpotDraft, Ironclad

12. Defining your Ideal Customer Profile (ICP)
• Define your Top 2-3 Verticals
• Domain expertise
• Easiest to convert, fastest sales cycle
• Patch (Territory) File with accounts and personas
• Define your Personas
• Who can be your champion?
• Innovation, Digital, Commercial
• Chief Product Officer, CTO, CIO
• Linked-In Outreach Matrix with templates for outreach
• Learn the pains/KPIs and language of the verticals and
personas
• Follow personas on LinkedIn

13. Prospecting 2.0 - Partnerships
• Your Technical Partners
• The tech stack of your prospects - BuiltWith, Apptopia
• Partnership tools - Reveal, Crossbeam
• Your Onboarding Partners
• Value added partners
• Account mapping
• Your Marketing Partners
• Agencies
• Event organisers, Industry events
• Get Attendee, Speaker List (ouch - GDPR!)
• Infrastructure providers
• Visa, Google, Amazon, Microsoft
• Infrastructure marketplaces

14. Prospecting 2.0 - Competitors
• Competitor Research
• G2 and other places prospects will research
• G2 Signals to Slack
• Competitive Intelligence Tools - Crayon
• Battle Cards with feature comparison
• Why do we win or lose?
• Email and PDF templates ready for sending

15. Prospecting 3.0 Account Research
• Show me you know me
• CEO and Chairman statements and videos
• Latest press releases
• ChatGPT (challenges, products)
• Speak my language
• Annual Report Key priorities and language of
the company
• Social Proof
• Who else in their vertical using us?
• Did someone using a competitor come to us?

16. Sales Tools for Prospecting
• LinkedIn Sales Navigator
• Follow companies and personas
• Connect and grab phones
• LinkedIn Voice Messages
• ZoomInfo and Lusha
• Grab Names, Emails and Phones
• Research companies
• Website Visitors
• G2, 6Sense, Drift, Qualified, UserGems
• Slack integration and notifications
• Email Cadences
• SalesLoft/Outreach
• SalesForce/HubSpot/Google Integration

17. Discovery 2.0: The Value Based Conversation
Note: From Force Management

18. Discovery 2.0 : Qualification Criteria
Quantifiable measurements of the business
benefits of the solution
Individual within the organization who has the
final “yes”
Formal solution requirements in which each
decision maker will evaluate the solution
How the customer will evaluate, select, and
purchase a solution
Pain is the catalyst for the buyer solving the
problem within a set timeframe.
A person with influence in the buying
organization. Personally vested in your success
An alternative to your solution. It may be another
company, “do it internally”, or “do nothing”

19. The Marketing Funnel
1. Marketing should
focus on Lead
Generation and
Lead Nurture.
2. Sales should focus
on prospects who
are in intent and
evaluation.

20. Marketing Funnel VS Flywheel
Abundance
Digital Webinar

21. Put Existing Customers at the core of your sales strategy
● Who are your best customers?
● Easier to retain and upsell
existing customers (x7 times)
● Focus on Customer Success to
Avoid Churn and protect your turf
● Use existing customers for
referrals, success stories and
advocacy
● Track movement of users to new
companies and approach them

22. Inbound vs Outbound
● Focus on driving thought leadership and value to the marketplace
● Inbound is far more successful in conversions than outbound
● Do not scale Outbound team before Inbound engine is working
● Hiring more SDR and AEs will not necessarily increase revenue
● Hiring AEs without significant inbound will not set them up for success.

23. Marketing Activities and Assets
1. VIDEO Material
2. DEMO Version
3. Case Studies
4. EBooks /White Papers
5. Data sheets
6. Educational Webinars
Note: Assets should be vertical/persona focused using their language

24. Doing a POC
1. Help your champion sell internally
• Create Insights Deck
• Do ROI analysis
• Present to internal committee
2. Success Criteria and Mutual Success Plan
• Define Timelines and responsible persons
• What can you do in parallel
• Control timeline

25. Enterprise Commercial Proposal
1. What enterprises care about
• Low lift, easy to implement
• Onboarding and Training
• Customer Success (different tiers)
• Professional Services (add-on)
2. Pricing
• Addons for enterprise - SSO, Multi-Org
• Recommend addons and services
• Expect to have several rounds of pricing
discussions (champion, procurement, final)
• What is their budget and what can pass
through a faster procedure?
• Get in and upsell later.

26. Thank you!