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Scaling
Person-to-person
Sales
Growth Planning
.
Framework + Tools
Multi-channel customer discovery
Hypotheses + test environment
Success measures
2
"Customer Discovery...
...Is not sales
The objective is to develop a repeatable,
scalable sales process"
Steve Blank, godfather of Lean Startup
3
1. Multi-Channel
Customer Discovery
Gather business intelligence (data)
Gather insight (preferences)
Quantify counter-intuitive responses
Cross-reference outlier signals/trends
Test value expression before direct
outreach to prospects
4
2. Hypotheses +
Test Environment(s)
Solicit adjacent use-case responses
Compare response rates eg. A/B test
value propositions
Track interest proxies: open, read,
click-through rates
Align business value expression with
C-level industry concerns
5
3. Success Measures
Network/database value: connection
density + relevance (role in decision)
Engagement metrics = attention value
Use case(s) response rate(s): location,
company, sector?
Business value tailoring: industry
trends, role in purchasing decision
6
“Value creation pre-revenue:
Attention (engagement) is a
quantifiable asset
Case study
7
Sales Enablement & Resourcing
▷ Customer acquisition costs (CAC)
▷ Lifetime Value (LTV)
▷ Database sources: purchase
▷ Scalable platforms + integration
capabilities
▷ Knowledge + skills transfer =
consistent market presence
8
Want big impact?
.
9
Outreach Principles
▷ Business intelligence = target
development (operating units,
money flows, reporting structure)
▷ Playbook: organisation chart
▷ Multiple entry points (6.8*
stakeholders)
▷ Concurrent entry points = priorities
tracking, organization readiness
signals
10
Value Proposition: Alignment
Industry Trends + Tailoring
▷ Position against industry-wide
flex points (C-level perspective
found in investor relations
materials)
▷ Pre-qualify: stakeholder mental
models, strategic initiatives,
performance metrics BEFORE
reaching out
11
Validated profiling =
matching: mental
model/stakeholder
role/corp. objectives
Account acquisition =
consensus-building
among stakeholders
12
Thanks!
Catherine McQuaid
You can find me at:
huntnewbiz.mcquaid@gmail.com
@catherinmcquaid
About me
about.me/catherine.mcquaid
13
14
Big concept
15
Use diagrams to explain your
ideas
Vestibulum
congue
Vestibulum congue
Vestibulum
congue
16
And tables to compare data
A B C
Yellow 10 20 7
Blue 30 15 10
Orange 5 24 16
17
Maps
our office
18
89,526,124
Whoa! That’s a big number, aren’t you proud?
19
89,526,124$
That’s a lot of money
100%
Total success!
185,244users
And a lot of users
20
Our process is easy
Last
Lorem ipsum dolor sit
amet, consectetur
adipiscing elit.
First
Lorem ipsum dolor sit
amet, consectetur
adipiscing elit.
Second
Lorem ipsum dolor sit
amet, consectetur
adipiscing elit.
21
You can copy&paste graphs from Google Sheets 22

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Scaling Person-to-Person Enterprise Sales

  • 2. Growth Planning . Framework + Tools Multi-channel customer discovery Hypotheses + test environment Success measures 2
  • 3. "Customer Discovery... ...Is not sales The objective is to develop a repeatable, scalable sales process" Steve Blank, godfather of Lean Startup 3
  • 4. 1. Multi-Channel Customer Discovery Gather business intelligence (data) Gather insight (preferences) Quantify counter-intuitive responses Cross-reference outlier signals/trends Test value expression before direct outreach to prospects 4
  • 5. 2. Hypotheses + Test Environment(s) Solicit adjacent use-case responses Compare response rates eg. A/B test value propositions Track interest proxies: open, read, click-through rates Align business value expression with C-level industry concerns 5
  • 6. 3. Success Measures Network/database value: connection density + relevance (role in decision) Engagement metrics = attention value Use case(s) response rate(s): location, company, sector? Business value tailoring: industry trends, role in purchasing decision 6
  • 7. “Value creation pre-revenue: Attention (engagement) is a quantifiable asset Case study 7
  • 8. Sales Enablement & Resourcing ▷ Customer acquisition costs (CAC) ▷ Lifetime Value (LTV) ▷ Database sources: purchase ▷ Scalable platforms + integration capabilities ▷ Knowledge + skills transfer = consistent market presence 8
  • 10. Outreach Principles ▷ Business intelligence = target development (operating units, money flows, reporting structure) ▷ Playbook: organisation chart ▷ Multiple entry points (6.8* stakeholders) ▷ Concurrent entry points = priorities tracking, organization readiness signals 10
  • 11. Value Proposition: Alignment Industry Trends + Tailoring ▷ Position against industry-wide flex points (C-level perspective found in investor relations materials) ▷ Pre-qualify: stakeholder mental models, strategic initiatives, performance metrics BEFORE reaching out 11
  • 12. Validated profiling = matching: mental model/stakeholder role/corp. objectives Account acquisition = consensus-building among stakeholders 12
  • 13. Thanks! Catherine McQuaid You can find me at: huntnewbiz.mcquaid@gmail.com @catherinmcquaid About me about.me/catherine.mcquaid 13
  • 14. 14
  • 16. Use diagrams to explain your ideas Vestibulum congue Vestibulum congue Vestibulum congue 16
  • 17. And tables to compare data A B C Yellow 10 20 7 Blue 30 15 10 Orange 5 24 16 17
  • 19. 89,526,124 Whoa! That’s a big number, aren’t you proud? 19
  • 20. 89,526,124$ That’s a lot of money 100% Total success! 185,244users And a lot of users 20
  • 21. Our process is easy Last Lorem ipsum dolor sit amet, consectetur adipiscing elit. First Lorem ipsum dolor sit amet, consectetur adipiscing elit. Second Lorem ipsum dolor sit amet, consectetur adipiscing elit. 21
  • 22. You can copy&paste graphs from Google Sheets 22