Talk about how early stage (< £1 million ARR) B2B Startups should approach sales, given at the Edinburgh Startup Summit in 2018.

1. @johnjpeebles
Sales Screwups Your
Startup Shouldn’t Make

2. @johnjpeebles
Lets Calibrate
B2B (SaaS)
< £1 Million Revenue
In Search of Product Market Fit

3. @johnjpeebles
It’s Easy to Get Up
Here and Talk

4. @johnjpeebles
“I don’t like sales”
”I’m more of a product person”
“Sales is sleazy”
“Sales is just manipulation”
”I don’t like sales culture”

5. @johnjpeebles
Waiting Too Long

6. @johnjpeebles
Forgetting Who Your Customer Is.
You are not your customer.

7. @johnjpeebles
Inbound Marketing Only

8. @johnjpeebles
Ignoring Unit Economics

9. @johnjpeebles
The Quadrant of Doom
Complexity
Price
Self Service
Transactional Enterprise
LOW
HIGH
HIGH

10. @johnjpeebles
Not Raising Prices

11. @johnjpeebles
• Charge more. Raise your prices right now.
• You prolly need three pricing plans.
• Understand what you’re anchoring against. Anchor against value.
• Never give anything without taking something away.
• You will get this wrong. At least three times.
• Align your pricing to customer success.
Quick Thoughts on Pricing

12. @johnjpeebles
Selling Features, Not a Solution.

13. @johnjpeebles
Failing to Manage by the Metrics

14. Contact
Lead
Qualified Lead
Prospect
Proposed
Verbal
Contracting
Won
Marketing
Sales
A Series of Funnels

15. @johnjpeebles
• Lead source (channel) and lead type (outbound vs inbound).
• Cost of Lead
• Lead Quality (% to hit Qualified Lead)
• Pipe Length (time to lead)
• Pipe Segmentation (# and % of leads within score band)
• Bottom Line: # of quality leads generated, at what cost.
Basic Marketing Metrics

16. @johnjpeebles
• Pipe Length
• Pipe Value (snapshot and over time)
• Pipe Segmentation (value and leads in pipe, segmented by stage)
• Cost of Customer Acquisition (CoCA)
• Cost of incremental £ of revenue (i.e. time to payback)
• Activity metrics (calls, demos, followups, etc.)
• Individual rep performance
Basic Sales Metrics

17. @johnjpeebles
• Year-on-Year Growth Rate
• Churn
• Lifetime Value (LTV) :: Cost of Customer Acquisition (CoCA) > 3:1
• Time to Payback < 24 months, ideally < 12 months
Putting it Together

18. @johnjpeebles
Lack of Learning / Improvement.

19. @johnjpeebles
This Too, Shall Pass.

20. @johnjpeebles
Thanks!
http://bit.ly/2AC38vK
jjp@getadministrate.com