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Full Funnel Forecasting: Pipeline Metrics, Sales Process and Opportunity Qualification

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Revenue Summit 2018 San Francisco

Full Funnel Forecasting: Pipeline Metrics, Sales Process and Opportunity Qualification

Speakers:
Jaimie Buss - VP of Sales in Americas, Zendesk
Ran Xiao - Director of Sales & Customer Operations, Zendesk

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Published in: Sales

Full Funnel Forecasting: Pipeline Metrics, Sales Process and Opportunity Qualification

  1. 1. Full Funnel Forecasting
  2. 2. Revenue Summit 2018 Jaimie Buss VP of Sales, N. America - Zendesk @jfbuss Ran Xiao Director of Sales & Customer Operations - Zendesk @ranxiao
  3. 3. Which Deals? Will close for how much? And WHEN? Goal: Land within 5% of Commit Revenue Summit 2018 5
  4. 4. Day One at Zendesk…. Revenue Summit 2018 We were not in Kansas anymore... Day One at Zendesk… We were not in Kansas anymore.
  5. 5. Long Tail to Enterprise Revenue Summit 2018 Requires different methodologies for different deal size segments SMB (<100 employees) West (100+ employees) East (100+ employees) < $10K QiQ + Trend Math $50K+ MEDDPICC QiQ + Trend Math + MEDDPICC $10K - $50K
  6. 6. Long Tail = QiQ + Trend Math Revenue Summit 2018 ● Trends: XoX, % mix, pacing ● Leading indicators: web traffic, leads, pipegen, ASP ● Data & tools to validate ● Industry benchmarks ● Visualize cuts in different ways ● Product launches / changes ● Business seasonality ● Marketing A/B tests ● Macro / competitive environment Data & Science Other External Factors Math + Triangulation Forecast
  7. 7. ● Trends: XoX, % mix, pacing ● Leading indicators: web traffic, leads, pipegen, ASP ● Data & tools to validate ● Industry benchmarks ● Visualize cuts in different ways ● Product launches / changes ● Business seasonality ● Marketing A/B tests ● Macro / competitive environment Data & Science Other External Factors Math + Triangulation Forecast TL;DR Math Revenue Summit 2018
  8. 8. Sales alignment with Marketing and Product; small changes can greatly impact bookings 3 SMB Mistakes to Avoid Revenue Summit 2018 Hire enough SMB reps to prospect as well (top 100 accounts, top targets) Don’t over-complicate qualification: BANT (Budget, Authority, Need, Timing)
  9. 9. Sales Process + Qualification Revenue Summit 2018 Upmarket Methodology Upmarket Methodology
  10. 10. Revenue Summit 2018 Sales Process Turn sales process upside down; look from the customer’s perspective Flip the perspective on its head
  11. 11. Sale Process Revenue Summit 2018 Customer Verifiable Outcomes are Key DiscoveryQualify Solution review Solution validation Contracting / Verbal Closed Attends qualification meeting, agrees to discovery call
  12. 12. Sale Process Revenue Summit 2018 Customer Verifiable Outcomes are Key DiscoveryQualify Solution review Solution validation Contracting / Verbal Closed Attends qualification meeting, agrees to discovery call Attends discovery call, agrees to demo with key stakeholders, validates mutual action plan (MAP)
  13. 13. Sale Process Revenue Summit 2018 Customer Verifiable Outcomes are Key DiscoveryQualify Solution review Solution validation Contracting / Verbal Closed Attends qualification meeting, agrees to discovery call Attends discovery call, agrees to demo with key stakeholders, validates mutual action plan (MAP) Confirms do nothing is off the table, confirms tech requirements are met
  14. 14. Sale Process Revenue Summit 2018 Customer Verifiable Outcomes are Key DiscoveryQualify Solution review Solution validation Contracting / Verbal Closed Attends qualification meeting, agrees to discovery call Attends discovery call, agrees to demo with key stakeholders, validates mutual action plan (MAP) Confirms do nothing is off the table, confirms tech requirements are met Confirms technical selection, confirms paper process, ensures stakeholders consensus
  15. 15. Sale Process Revenue Summit 2018 Customer Verifiable Outcomes are Key DiscoveryQualify Solution review Solution validation Contracting / Verbal Closed Attends qualification meeting, agrees to discovery call Attends discovery call, agrees to demo with key stakeholders, validates mutual action plan (MAP) Confirms do nothing is off the table, confirms tech requirements are met Confirms technical selection, confirms paper process, ensures stakeholders consensus Economic buyer confirms decision, signs contracts / documents
  16. 16. Sale Process Revenue Summit 2018 Customer Verifiable Outcomes are Key DiscoveryQualify Solution review Solution validation Contracting / Verbal Closed Attends qualification meeting, agrees to discovery call Attends discovery call, agrees to demo with key stakeholders, validates mutual action plan (MAP) Confirms do nothing is off the table, confirms tech requirements are met Confirms technical selection, confirms paper process, ensures stakeholders consensus Economic buyer confirms decision, signs contracts / documents Opportunity books
  17. 17. Qualification Revenue Summit 2018 Who, what and most importantly, when, will the deal close M E D D P I C C
  18. 18. Qualification Revenue Summit 2018 Who, what and most importantly, when, will the deal close M Quantifiable justification; economic impact Metric P What documentation is needed to book the order, and how long do those processes take? SO, PO, MSA, SOW? etc. Paper Process E Who can approve and move budget Economic Buyer I What is driving the prospect to change? How acute is that pain? Identified Pain D What are the technical and business requirements Decision Criteria C Who has power, influence and something to gain by your deployment? Champion D Who are the stakeholders, influencers, approvers Decision Process C Who are you competing against? It is often times “business as usual” Competition
  19. 19. M Quantifiable justification; economic impact Metric P What documentation is needed to book the order, and how long do those processes take? SO, PO, MSA, SOW? etc. Paper Process E Who can approve and move budget Economic Buyer I What is driving the prospect to change? How acute is that pain? Identified Pain D What are the technical and business requirements Decision Criteria C Who has power, influence and something to gain by your deployment? Champion D Who are the stakeholders, influencers, approvers Decision Process C Who are you competing against? It is often times “business as usual” Competition Qualification Revenue Summit 2018 Who, what and most importantly, when, will the deal close
  20. 20. Revenue Summit 2018 THANK YOU VP Sales N. America, Zendesk @jfbuss JAIMIE BUSS Director Sales & Customer Ops, Zendesk @ranxiao RAN XIAO

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