1.
Inbound to Outbound
How we balanced too many leads to 50/50
inbound/outbound in one quarter
Jerry Shen
President
Welcome
@bignoggins
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2.
Metrics that Matter
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3.
Getting Leads: The early days
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4.
March 8, 2020
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5.
November 18, 2020
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6.
Things were going well...
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7.
...Too Well
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8.
Q2: Caught flat-flooted
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9.
- Build up BDR team
- Give AEs target accounts for outbound
- Stop marketing activities we couldn’t measure
What we did in Q3
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10.
- BDR team needed a LOT of structure and coaching
- Difficult to get AEs to do outbound (like pulling teeth)
- Marketing team was ill-equipped for growth marketing
Challenges
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11.
- Put Director of RevOps in charge of coaching BDRs
- Started measuring AE activity and highlighting wins
- Moved our CTO to the marketing team to provide engineering firepower
Adjustments
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12.
Results
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13.
1. Understand how you are getting your leads
2. Start outbound motion early
3. Don’t work on marketing that isn’t measurable
My Top Takeaways
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14.
THANK YOU
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