In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
WebSummit 2018 - 9 Secrets for Startup SuccessDavid Skok
Lean Startup taught the world how to find product/market fit, but in the B2B world that isn’t enough. B2B founders must then find a way to build repeatable, scalable and profitable growth before they are ready to step on the accelerator and grow at high speed. In this talk, five-time serial entrepreneur and author of the ForEntrepreneurs blog, David Skok, breaks this journey down into 9 distinct stages and explains the playbook at each stage. Warning: trying to force growth by skipping a step is the number one mistake entrepreneurs make, and it is often fatal.
Zero to 100 - Part 7: The Role of the CEODavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
9 Steps to Repeatable, Scalable, & Profitable GrowthDavid Skok
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
Zero to 100 - Part 1: Intro + First SectionDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Zero to 100 - Part 5: SaaS Business Model & MetricsDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Get inside your Buyers Head - Improve Funnel Conversion RatesDavid Skok
SaaStock 2018 Dublin.
Everyone wants more sales. In this presentation, David Skok unlocks the secrets to how he has been able to work with company after company and help them discover breakthroughs that drastically improve their conversion rates. The secret behind it all is become a master at understanding how your buyer thinks as they go through their purchasing journey, and as they experience your marketing and sales.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
WebSummit 2018 - 9 Secrets for Startup SuccessDavid Skok
Lean Startup taught the world how to find product/market fit, but in the B2B world that isn’t enough. B2B founders must then find a way to build repeatable, scalable and profitable growth before they are ready to step on the accelerator and grow at high speed. In this talk, five-time serial entrepreneur and author of the ForEntrepreneurs blog, David Skok, breaks this journey down into 9 distinct stages and explains the playbook at each stage. Warning: trying to force growth by skipping a step is the number one mistake entrepreneurs make, and it is often fatal.
Zero to 100 - Part 7: The Role of the CEODavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
9 Steps to Repeatable, Scalable, & Profitable GrowthDavid Skok
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
Zero to 100 - Part 1: Intro + First SectionDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Zero to 100 - Part 5: SaaS Business Model & MetricsDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Get inside your Buyers Head - Improve Funnel Conversion RatesDavid Skok
SaaStock 2018 Dublin.
Everyone wants more sales. In this presentation, David Skok unlocks the secrets to how he has been able to work with company after company and help them discover breakthroughs that drastically improve their conversion rates. The secret behind it all is become a master at understanding how your buyer thinks as they go through their purchasing journey, and as they experience your marketing and sales.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
Zero to 100 - Part 4: Building a Sales Team - Stephanie SchatzDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
The SaaS Founder’s Journey: What Matters at Each StageDavid Skok
From a talk given at SaaStock 2017 in Dublin, this slide deck covers the three stages of a startup, the most important question founders should be asking to ensure survival/success, and how to build and scale a sales funnel.
http://www.pipelinersales.com/ A robust sales process can become a key driver to help you achieve your sales and revenue targets and grow your business.
In this presentation you will:
- Explore the reasons why scalability in your sales process is so important;
- Reveal some proven tactics you can deploy to achieve this.
Is your sales process scalable? What practices do you use to ensure your sales process copes with the growth of your business? Please let us know in the comments below.
--
Source: http://blog.pipelinersales.com/sales-process-management/scalable-sales-process/
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Outbound prospecting for highly targeted lead flowDavid Skok
This presentation described how and when outbound prospecting (Cold Calling 2.0) can work to provide a predictable flow of leads from highly targeted prospects.
Zero to 100 - Part 6: Experiences putting Theory into PracticeDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
This presentation is from my talk at the 2017 SaaStr Annual Conference in San Francisco. It offers an overview of a simple model to understand a SaaS business and the key levers a CEO can pull to get the most impact. The presentation covers:
Optimizing the SaaS Funnel:
- Get inside your customer’s head
- Break down the funnel into microsteps
- Identify bottlenecks
- Use funnel math to make improvements
12 key levers within the funnel:
1) Product/Market fit
2) Top of the funnel flow
3) Conversion rate
4) CAC (customer acquisition cost)
5) Number of sales people
6) PPR (productivity per rep)
7) Getting enough leads
8) Pricing
9) Customer retention rate
10) Dollar retention rate
11) Months to recover CAC
12) Recruiting, onboarding & management
A High Growth SaaS Playbook - 12 Metrics to Drive SuccessSaaStock
Keynote by David Skok, ForEntrepreneurs Blog & General Partner, Matrix Partners, at SaaStock on Tour New York, 20th June 2018, KnockDown Center, Maspeth, NYC
Zero to $50M – A Roadmap of the Key Stages, and How to Win at Each Stagesaastr
David Skok - General Partner / Matrix Partners
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage.
Zero to 100 - Part 3: Founder-led Selling - Pete KazanjyDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major Zero to 100 is a learning program from David Skok. It is a detailed detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Sales & Marketing Development Plan - a template for the CROFan Foundry
This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.
In this exclusive webinar, Tiffani Bova (Global Customer Growth & Innovation Specialist, Salesforce) and Allison Pickens (Chief Customer Officer, Gainsight) will go in-depth on why there’s a clear distinction between customer experience and customer outcomes, and why both of them should roll up to an overarching Customer Success Strategy at your company.
If you are an enterprise entrepreneur who is launching initially, finding Product Market Fit, seeking Go-To-Market repeatability, or introducing a new product to market, this summit is for you.
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
A Go to Market Strategy is a strategic plan that organizations use to outline how they will bring a new product, service, or business model to market. This strategy is created with the intention of attaining competitive advantage in the industry by improving the overall product experience of the customer (e.g., reasonable price, high quality materials, etc.). While creating an enticing value proposition is a commonly used strategic plan of organizations, the Go to Market Strategy is unique in that it specifically highlights how the company will use internal and external resources to differentiate and establish itself to succeed in a new market segment or geography.
Fill out the template on the next page with ideas related to your Go to Market Strategy.
Why Product-Led Growth is the most effective GTM strategyMickey Alon
Product-led growth is a strategy that relies on features and usage as primary drivers for customer acquisition, retention and expansion. Mastering growth is an iterative process that involves measurements, user engagements and experimentation.
Zero to 100 - Part 4: Building a Sales Team - Stephanie SchatzDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
The SaaS Founder’s Journey: What Matters at Each StageDavid Skok
From a talk given at SaaStock 2017 in Dublin, this slide deck covers the three stages of a startup, the most important question founders should be asking to ensure survival/success, and how to build and scale a sales funnel.
http://www.pipelinersales.com/ A robust sales process can become a key driver to help you achieve your sales and revenue targets and grow your business.
In this presentation you will:
- Explore the reasons why scalability in your sales process is so important;
- Reveal some proven tactics you can deploy to achieve this.
Is your sales process scalable? What practices do you use to ensure your sales process copes with the growth of your business? Please let us know in the comments below.
--
Source: http://blog.pipelinersales.com/sales-process-management/scalable-sales-process/
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Outbound prospecting for highly targeted lead flowDavid Skok
This presentation described how and when outbound prospecting (Cold Calling 2.0) can work to provide a predictable flow of leads from highly targeted prospects.
Zero to 100 - Part 6: Experiences putting Theory into PracticeDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
This presentation is from my talk at the 2017 SaaStr Annual Conference in San Francisco. It offers an overview of a simple model to understand a SaaS business and the key levers a CEO can pull to get the most impact. The presentation covers:
Optimizing the SaaS Funnel:
- Get inside your customer’s head
- Break down the funnel into microsteps
- Identify bottlenecks
- Use funnel math to make improvements
12 key levers within the funnel:
1) Product/Market fit
2) Top of the funnel flow
3) Conversion rate
4) CAC (customer acquisition cost)
5) Number of sales people
6) PPR (productivity per rep)
7) Getting enough leads
8) Pricing
9) Customer retention rate
10) Dollar retention rate
11) Months to recover CAC
12) Recruiting, onboarding & management
A High Growth SaaS Playbook - 12 Metrics to Drive SuccessSaaStock
Keynote by David Skok, ForEntrepreneurs Blog & General Partner, Matrix Partners, at SaaStock on Tour New York, 20th June 2018, KnockDown Center, Maspeth, NYC
Zero to $50M – A Roadmap of the Key Stages, and How to Win at Each Stagesaastr
David Skok - General Partner / Matrix Partners
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage.
Zero to 100 - Part 3: Founder-led Selling - Pete KazanjyDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major Zero to 100 is a learning program from David Skok. It is a detailed detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Sales & Marketing Development Plan - a template for the CROFan Foundry
This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.
In this exclusive webinar, Tiffani Bova (Global Customer Growth & Innovation Specialist, Salesforce) and Allison Pickens (Chief Customer Officer, Gainsight) will go in-depth on why there’s a clear distinction between customer experience and customer outcomes, and why both of them should roll up to an overarching Customer Success Strategy at your company.
If you are an enterprise entrepreneur who is launching initially, finding Product Market Fit, seeking Go-To-Market repeatability, or introducing a new product to market, this summit is for you.
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
A Go to Market Strategy is a strategic plan that organizations use to outline how they will bring a new product, service, or business model to market. This strategy is created with the intention of attaining competitive advantage in the industry by improving the overall product experience of the customer (e.g., reasonable price, high quality materials, etc.). While creating an enticing value proposition is a commonly used strategic plan of organizations, the Go to Market Strategy is unique in that it specifically highlights how the company will use internal and external resources to differentiate and establish itself to succeed in a new market segment or geography.
Fill out the template on the next page with ideas related to your Go to Market Strategy.
Why Product-Led Growth is the most effective GTM strategyMickey Alon
Product-led growth is a strategy that relies on features and usage as primary drivers for customer acquisition, retention and expansion. Mastering growth is an iterative process that involves measurements, user engagements and experimentation.
Selling Marketing Automation to the C-SuiteMarketo
A marketing automation platform can be instrumental in helping you achieve business goals, work more efficiently, and increase the return on your marketing campaigns. But how do you make the case for marketing automation to your executive team?
Check out this presentation to discover how to create a strategy for getting your C-suite on board with marketing automation.
Building Your Revenue Engine As Your Startup EvolvesHana Abaza
Startups go through different stages of evolution. In this presentation we discuss what your marketing and sales engine might look like with a specific deep dive into demand generation, optimizing your unit economics and focusing on a specific buyer persona.
Slides from CTA Conf 2018 hosted by Unbounce
- How and when to invest in product marketing
- How product marketing work with other teams
- Positioning, messaging and go-to-market frameworks
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team Daniel Nilsson
How Can You Grow & Develop Your Sales Pipe If You Don’t Know What You’re Doing? Learn how to design your B2B sales process and increase conversion, get bigger deals and close your deals in less time. I will give you the key steps, the right focus and example of tools that will take your sales team to a new level.
You should read this presentation if you believe in your own and your team's growth.
Personally, I have a deep passion for Growth and I created this presentation after doing extensive research on how I could grow sales into new levels. The data I have reviewed are from marketing experts, sales experts, Gartner, reports and my own personal experience defining sales processes in multiple verticals.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hearing from you.
How to identify and build a scaleable sales processFrank Dale
Effective sales teams build and execute repeatable sales playbooks. For many companies, the challenge is identifying a sales process that is effective and scaleable. This presentation developed for a workshop sponsored by Elevate Ventures walks you through:
1. Identifying your buyer's decision-making process
2. Building a sales process that aligns your interests and your buyer's interests.
3. Measurement strategies that allow for ongoing sales process improvement.
Growth marketing for corporates - Intro session - ING innovation leadersGrowth Tribe
A recent talk give by Growth Tribe to the heads of innovation at ING... the talk covers growth hacking for corporates, growth marketing for corporates and how growth marketing fits within a digital transformation strategy,
All the things an entrepreneur or start-up needs to know. Is it about the idea? Is it about a great product? How to build a team? Do I need a business plan? How do I raise money? What is a great business strategy?
How to Survive and Thrive in the post-Covid EraDavid Skok
This presentation starts by looking at the huge global forces that are currently reshaping the world, triggered by Covid. It then drops down layer by layer, to finally show how you need to react as a SaaS business to set up for success in a changed world.
These are the slides that I used in my presentation at SaaStock Remote 2020 on June 10th.
WebSummit 2018 - The SaaS Business Model & MetricsDavid Skok
SaaS businesses are extremely sensitive to a small number of important variables. If you are running a SaaS company, understanding how these variables drive your business model is crucial to long-term success. In this talk, David Skok, author of the now famous SaaS Metrics 2.0 blog post will talk through those key metrics and their impact on the overall SaaS business model.
A high growth SaaS playbook. 12 metrics to drive success. 2 goals, present a simple model to understand SaaS business and show what levers a CEO can pull to get the most impact
Building a Repeatable, Scalable & Profitable Growth ProcessDavid Skok
In a talk I gave at SaaS North 2017 conference in Ottawa, I talk about the fundamentals of building a repeatable, scalable, and profitable growth process for a startup.
In my talk at the 2017 LAUNCH SCALE conference in San Francisco, I discuss how to get inside your buyer's head to increase funnel conversion rates. In the talk, I cover:
- How to design and build a buyer-centric sales funnel that has low CAC and fast sales cycles.
- How to figure out why your sales funnel isn't working as well as it could be, and how to fix it.
- How to understand the way buyers react to your funnel, and how to use that knowledge to increase funnel conversion rates.
Optimize Your Funnel By Getting Inside Your Buyer's HeadDavid Skok
Part of finding product/market fit is turning early wins into repeatable, scalable, and profitable sales. In this talk given as part of the Heavybit speaker series, I discuss how to shorten the time to customer conversion from trials, freemium and open source products.
SaaS/subscription businesses are much more complex than traditional businesses, and SaaS performance cannot be measured in the same way as traditional businesses are measured. Based on a talk given at the SaaStr Annual Conference in San Francisco, this slide deck offers a comprehensive and detailed look at the key metrics that are needed to understand and optimize a SaaS business, and how these can be used to drive SaaS success. This presentation includes information on:
- An intro to SaaS metrics
- Unit economics
- LTV and churn: An in-depth look
- Variable pricing axes
- Months to recover CAC
- The primary unit of growth: Sales
- Understanding public SaaS companies
How Startups Can Build a Recruiting MachineDavid Skok
Something important has changed in the recruiting process: the best people are almost never on the market, and you have to develop recruiting processes to find and sell passive candidates. In many cases, it will take months or years of relationship building with these candidates to find the right moment when they are open to considering a change. Closing them takes greater selling efforts than in the past due to the intense competition over the good candidates. This leads me to believe that there is now a third crucial startup skill that needs to be developed: recruiting.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
A detailed look at why SaaS business are so different from traditional software companies, and why traditional ways of looking at their finances fail to understand the business. Provides an alternative set of metrics that show the right way to look at a SaaS business.
For more on the SaaS business model and Metrics, see this blog post:
www.forentrepreneurs.com/saas-metrics-2/
The Application Development Landscape - 2011David Skok
Presentation on the Application Development Landscape given as a keynote to the MassTLC CTO, developer and architect audience on December 15th in Cambridge, MA. Covers the key challenges and architectural decisions faced by developers. Topics include: Mobile, Cloud, SaaS, PaaS, Big Data, Analytics, etc.
The Science behind Viral Marketing is a look at the key factors that drive growth in viral marketing. (Hint, the most important factor is not the one everyone expects.) It also looks at what is needed to get virality to work, and how to create and optimize viral marketing campaigns or viral products.
One part of the presntation shows the key formulae behind viral marketing.
Suitable for marketers or for product designers.
Describes the steps required to build a Sales and Marketing Machine that is predictable, scalable, automated, well instrumented, and cost efficient.
This was a presentation that I gave at the Lean Startup Circle in Boston on March 24th, 2011.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
8. Startup Value Creation Happens
as Key Elements are De-risked
“Do we know
what problem
we are solving?”
“Will many
people pay?”
TIME
VALUATION
“Does it
actually
work?”
“Will
someone
pay?”
Credit Pete Kazanjy
9. Key Startup Inflection Points
TIME
VALUATION
Can we scale
profitably?
Does our growth
process scale?
Can we scale without
excessive churn?
Can non-founders
sell this?
Will many
people pay?
Does it actually work?
Will someone pay?
Do we know
what problem
we are solving?
Credit Pete Kazanjy
10. Not Only is Risk Reduced…
but Focus and Business Motion also Change
TIME
VALUATION
Inflection Points
12. The Sub-Phases
Test hypothesis
“What are we solving? How?”
Prove the Value
“Does it actually work?”
Prove it can be sold
“Will someone pay”
Search for Product
/ Market Fit
13. The Sub-Phases
Find repeatable Sales motion
“Will many people pay?”
Prove non-founders can sell
“Can non-founders sell this?”
Make it Scalable
“Does this scale?”
Ensure Customer Success
“Can we scale without churn?”
Make it Profitable
“Can we scale profitably?”
Search for Repeatable & Scalable
& Profitable Growth Model
14. Scaling the
Business
The Sub-Phases
Hit the Gas & Scale
“Does this keep scaling when we hit the gas?”
Scale the organization & it’s processes
Expand internationally
Add additional Product lines
15. THE SCALING PHASE:
Startup Value Increases Rapidly
Can we scale
profitably?
Does our growth
process scale?
Can we scale without
excessive churn?
Will many people pay?
Does it actually work?
Will someone pay?
Do we know
what problem
we are solving?
CAN WE KEEP
SCALING WHEN
WE REALLY
HIT THE GAS?
TIME
VALUATION
Can non-
founders sell this?
20. Growth Rate (% YoY) + Operating Profit (% of Revenue)
SaaS Valuations driven by {Growth Rate + Profitability}
Enterprise Value
Gross Profit
This is often referred
to as the Rule of 40,
as the goal is to have
this number be
greater than 40%
The usual version of this
graph shows a Y-Axis as
Enterprise Value (EV) /
Revenue which results in a
wider dispersion (lower
correlation coefficient).
Credit Jared Sleeper, Matrix
Partners who figured out a
better predictor was to use
Gross Profit instead of
Revenue to get a better
predictor of Enterprise Value
21. Trying to force progress by jumping ahead
before completing the current phase
#1 mistake
22. Common Variations
• Building product before meeting enough buyers
to validate the hypothesis
• Hiring salespeople before founders have proven
they can sell the product
• Scaling sales before growth process is repeatable
• Scaling sales before solving churn problem
24. What We’ve Learned
NOT PREDICTABLE HOW
LONG THIS WILL TAKE
Search for Product
/ Market Fit
Scaling the
Business
Search for Repeatable & Scalable
& Profitable Growth Model
25. Conserve Cash until the Scaling Phase
Search for Product
/ Market Fit
Scaling the
Business
Search for Repeatable & Scalable
& Profitable Growth Model
CASH BURN
26. A Common Mistake…
Search for Product
/ Market Fit
Scaling the
Business
Search for Repeatable & Scalable
& Profitable Growth Model
Founders
remain in
burn avoidance
mode
Fail to invest for
fast growth
27. Prioritize Focus & Actions based on Stage
Search for
Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
Test
Hypothesis
Prove the
Value
Prove it can
be sold
Find
Repeatable
Sales Motion
Prove non-
Founders
can sell
Make it
Scalable
Ensure
Customer
Success
Make it
Profitable
Hit the Gas
and Scale
Scale the
org & its
processes
Etc.
1 2 3 4 5 6 7 8 9 10 11
Scaling the
Business
28. Avoid jumping ahead
Search for
Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
Test
Hypothesis
Prove the
Value
Prove it can
be sold
Find
Repeatable
Sales Motion
Prove non-
Founders
can sell
Make it
Scalable
Ensure
Customer
Success
Make it
Profitable
Hit the Gas
and Scale
Scale the
org & its
processes
Etc.
1 2 3 4 5 6 7 8 9 10 11
Scaling the
Business
29. Scaling the Business
Search for Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
Our Focus Today:
30. Before we get there, let’s spend a minute on PMF
Search for Product/Market Fit
31. Greatest mistake: Design, Build, Sell
Search for Product/Market Fit
Test hypothesis
“What are we solving? How?”
Prove the Value
“What are we solving?
How?”
Prove it can be sold
“Will someone pay”
Build the MVP
32. Instead: Sell, Design, Build
Search for Product/Market Fit
Test hypothesis
“What are we solving? How?”
Prove the Value
“What are we solving?
How?”
Prove it can be sold
“Will someone pay”
Build the MVP
33. Why this advice is so hard to follow
Founders from technical and product backgrounds not
comfortable with prospecting or cold calling
Solution: LinkedIn (and/or Google Adwords)
34. Credit: Harvard marketing professor Theodore Levitt:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch
hole.”
35. Good Evidence of Product Market Fit
• A number of customers have purchased
• Referenceable
• Customers are happy
• Using the product
• Would be very reluctant to give it up
• Realizing the promised benefits
• Evidence of intent to expand usage
• Churn is low
36. Predictable, Repeatable, Scalable, Profitable Growth
Scaling the Business
Search for Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
37. The key sign that you’re getting there:
Bookings - (NOT Revenue or ARR!)
For SaaS:
Bookings = Net New ARR
(New + Expansion – Churned)
Q1 Q2 Q3 Q4 Q5 Q6 Q7
41. What are we trying to learn?
• Which target market?
• Who in the organization to sell to?
• What pain / use case to target?
• What messaging?
• What sales motion?
• How do we fill the top of the funnel?
• What pricing?
• What new product features are needed
• Who are our ideal prospects (ICP) and what defines a bad prospect
• What is the right organization in sales, marketing and customer success (inc. people specs)
48. Pathfinder/Trailblazer Sales People
• Not like ordinary sales people – who follow a playbook
• They have to create and evolve the playbook
• Which target market and use case?
• Who in the organization to sell to?
• What Message?
• What Pricing?
• What Sales Motion?
• Key missing product features?
53. Why?
• “Whole Product”
• Features, integrations, and partnerships needed for
each use case are different
• Deciding on one cuts the feature list to a manageable
level
• Prospect targeting becomes far easier
• Salespeople get smarter faster on how to talk
to the customers about their business
54. Use Case Messaging is far more powerful
• Example – an AI powered Smart BI system
• Broad messaging:
• Our Smart BI software will automatically surface insights in your data
• Sales use-case messaging:
• Our Smart Sales Intelligence software
• Automatically tracks all of the important funnel indicators
• Will pro-actively warn you as soon as any indicator shows a potential problem.
• Allows you to fix problems early before they affect your bookings number
55. Brian Halligan, CEO - HubSpot
“In the early days of HubSpot, we couldn’t decide which
target persona to go after. We argued about it for years.
By not deciding:
- our marketing team had to serve multiple personas
- our product team had to serve multiple personas
- our services team had to create multiple offerings
Once we finally got focused on one
persona, everyone could focus on
attracting and delighting
that persona.”
57. Score Them
Examples of
Target Market Choices
TAM
Pain level / Urgency
and
Willingness & Ability
to pay
Amount of work
required to satisfy
their needs
Enterprises
High score here means
low amount of work
Mid-market
SMB
Venture Backed HiTech
companies
Financial Vertical
Note these target markets are just examples. Your own list of possible targets will vary.
58. Hair on Fire Urgency is key to success
• Buyers resist change
• Without urgency you will have:
many good conversations
but long sales cycles
and few closed deals
59. Ideal Customer Profile - ICP
Ideal Prospect
Characteristics
• Industry
• Use case
• Company Size
• Job function
• Key characteristics
Negative Characteristics
60. Messaging
• Business benefits, not product features
• Clear
• Simple
• Short
• Explains differentiation from competition
61. Credit: Harvard marketing professor Theodore Levitt:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch
hole.”
63. Find Repeatable Sales Motion – Exit Criteria
• Sales to multiple customers
• Who fit the Ideal Customer Profile
• Happy and realizing the promised business benefits
• Using a repeatable sales motion that can be taught to a Sales rep
• One target market, one use case
• How leads are generated
• Who to call
• What messages to use
• How to engage
• Pricing
• Etc.
67. Prove that an ordinary sales rep can sell
• Founders must step back and take a different role:
• Hiring
• Onboarding & Training
• Managing
• Coaching
• Building sales tools
68. Can Non-Founders Sell – Exit Criteria
• At least one “ordinary” Sales rep selling effectively
• Ideally both of the reps
• Productivity at > 4x their OTE
• Customers remain happy
• Realizing the promised business benefits
69. Common Mistake
• Founders don’t hand over selling to the reps
• Hard to do, as the reps are so much less capable
• It’s OK for founders to keep doing a few deals
• But that should NOT be their top priority
70. Phase 6: Make it Scalable
Find repeatable Sales Motion
“Will many people pay?”
Prove non-founders can sell
“Can non-founders sell this?”
Make it Scalable
“Does this scale?”
Search for Repeatable & Scalable
& Profitable Growth Model
79. Productivity Per Rep (PPR)
Rep Q2-15 Q3-15 Q4-15 Q1-16 Q2-16 Q3-16 Q4-16
John 120 165 180 145 80 110 195
Mary 80 110 135 155 150 145
Fred 60 35 75 40 55
Alice 85 145 160 180 145
Joe 60 110 85 130 145
Mike 155 170 145 190
Sarah 35 45 70 45
Sue 80 145 175 165
We are looking
for a lot of Reps
in the Green
80. % of Reps at Quota
30%
40%
50%
60%
70%
80%
90%
100%
Q1-16 Q2-16 Q3-16 Q4-16
% of Reps above
75% of Quota
30%
40%
50%
60%
70%
80%
90%
100%
Q1-16 Q2-16 Q3-16 Q4-16
% of Reps above
100% of Quota
Goal: 75%
Goal: 50%
83. Etc.
Finding Scalable Lead Sources
Facebook Ads
Paid Search
Lead volume
Time
Paid lead sources tend to hit a limit
84. Your first Marketing Hire
• The crucial marketing skill: knowing how to generate leads
• Often referred to as Demand Gen
• Forget branding, marcoms, etc.
• They are secondary to lead generation and funnel optimization
• Great marketing is all about execution
• Ideas are cheap
• Focus on their track record for getting things done
85. Other Staffing
Founders
Pathfinder/Trailblazer Sales (Rep/Director)
2 Reps 2 Reps 2 Reps
Find repeatable Sales
motion
Prove non-founders can
sell Make it Scalable
2 Reps 2 Reps2 Standard Sales Reps
Recruiting, Customer Success,
Marketing, Sales Management
86. Phase 6 – Make it Scalable – Exit Criteria
• Predictable, Repeatable, Scalable Growth
• Consistent growth in Bookings (not just ARR)
• Proof that you can add salespeople, and make them productive in a predictable way
• Proven lead sources that can scale
• Internal Recruiting function working well
• Strong Executive Leadership team in place
87. Deliverables at the End of the Process
Customer SuccessSalesMiddle of FunnelTop of Funnel
Strangers Visitors Leads Customers PromotersAttract CloseConvert Delight
Marketing Playbook Sales Playbook
Customer Success
Playbook
Sales Enablement
Tools
Onboarding and
Training Tools
Automation and Technology layer
Metrics
88. Example Sales Playbook
Definition Activities Milestones
Clearly identify whether the
Opportunity continues through the
Sales Process. Conduct a 2-way
exchange of Prospect’s business
challenges, pain, objectives and
goals.
Document and confirm we
understand Prospect’s goals,
objectives, business challenges
and pain. What is the potential
business impact and value-add
with NewCo.
Justify the specific Newco
solution to the key decision
makers. Justify solution with
business case, ROI, custom demo,
technical review, customer case
studies where applicable.
Agreement / Contract has been
delivered to prospect and
agreement to steps as chosen
vendor to complete procurement
cycle.
Validate next steps in the
evaluation process including the
criteria and decision process.
Present solution to champion and
executive sponsor. Quantify value
and dollarize opportunity in SFDC
Ability to dollarize the solution
Define use case(s) and map solutions value to prospects corporate strategy
Perform demonstration to the Champion that addresses prospects Pain, Goals and
Objectives
Confirm decision criteria, process, budget, timeframe
Present detailed sequence of events / closing plan
Deliver custom demonstration to all relevant stakeholders (PoC)
Collaborate and present business case justification, Identify power user and project
team
Discuss and present standard onboarding document & Integration review and technical
gaps addressed
Engage Legal and Procurement
Update Customer Success section within Opportunity record
Negotiation on legal, price and business terms
Schedule and complete references
Alignment call with customer success team as required
Finalize order document and vendor approval process
Contract signature / Initiate Customer on-boarding process
Identify timeframe, compelling events, current environment
Pitch and present focused on strategic value
Identify executive sponsor to continue evaluation along with additional stakeholders,
technical influencers, budget holder, economic buyer
General pricing & budgeting discussion
Identify prospect is at the influencing level and there’s interest in evaluating NewCo.
Identify Critical Business Issues, other potential influencers. Is the prospect trying to:
- Achieve a Goal
- Solve a Problem
- Satisfy a Need
Framing, Diagnostic and Confirmation Questions
• Solution development / Menu of
goals
• Pre call plan / confirm persona
• Critical Business Issues
• “Get before you give”
• Solution development prompter
• Menu of goals
• Plausible emergency
• Champion letter
• Sphere of Influence
• Sequence of Events / Timeframe
• Customer stories
• Demonstration
• Order Form / Terms of Service
• Technical Documentation
• On boarding documents
• Alignment call
• References
Qualify
Discovery
Validation
Proof
Due
Diligence
1
2
3
4
5
$
“Why Change?”
“Why Now?”
“Who / How?”
“Why us?”
“When?”
Tactics / Tools
Identify Pain and Tactical
Challenges in Organization
Uncover key Metrics and
Strategic Initiatives
Mutual agreement to evaluate
Chosen vendor
Confirm legal complete
Sign order form
Identify Champion
Identify Executive Sponsor
Define, Influence, Confirm the
Decision Criteria
Qualify your Champion
Document the Decision Process
Access to Executive Sponsor,
executive sponsor and confirm
budget
Prospect approves solution
Confirm IT approval & legal process
Confirm access to budget holder &
signer
Mutual agreement on business case
justification
89. Sales Onboarding at the Scaling Phase
• Section Titles
• Company Information
• Case Study & Stats
• Our Products
• Market Landscape
• Battlecards
• Account Executive Role
• MEDDIC Sales Methodolgy
• Customer Success
• Business Development Rep
90. Phase 7: Ensure Customer Success
Find repeatable Sales Motion
“Will many people pay?”
Prove non-founders can sell
“Can non-founders sell this?”
Make it Scalable
“Does this scale?”
Ensure Customer Success
“Can we scale without churn?”
Search for Repeatable & Scalable
& Profitable Growth Model
91. Ensure Customer Success
• Has to be done at all phases
• But called out as a separate phase as it’s common to see churn increasing as
sales starts scaling
92. Possible Solutions
• Tighten definition of who is a good customer
• Understand the best and worst segments
• Don’t sell to the wrong customers
• Stop sales from over-promising, or selling when the fit with the customer is
poor
• Adjust sales compensation to reflect whether the customer stays or churns
• Improve the Product to fix areas that are causing customer unhappiness
• Improve onboarding
• And the customer success organization and processes
93. Ideal Staffing
Founders
Pathfinder/Trailblazer Sales (Rep/Director)
2 Reps 2 Reps 2 Reps
Find repeatable Sales
motion
Prove non-founders can
sell Make it Scalable
Ensure Customer Success
2 Reps 2 Reps2 Standard Sales Reps
Recruiting, Customer Success,
Marketing, Sales Management
95. Ensure Customer Success – Exit Criteria
• Customers are consistently successful and happy
• Negative Dollar Churn
96. Phase 8: Make it Profitable
Find repeatable Sales Motion
“Will many people pay?”
Prove non-founders can sell
“Can non-founders sell this?”
Make it Scalable
“Does this scale?”
Ensure Customer Success
“Can we scale without churn?”
Make it Profitable
“Can we scale profitably?”
Search for Repeatable & Scalable
& Profitable Growth Model
97. Make it Profitable – Exit Criteria
• LTV:CAC > 3
• Time to recover CAC < 12-18 months
• Gross Margins > 70%
• LTV:CAC > 3
• Time to recover CAC < 12-18 months
• Gross Margins > 70%
98. Scaling the Business
Search for Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
Phase 9: Scaling the Business
99. Scaling the Business
Search for Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
Scaling Phase – Total Change in Mindset
Cash Burn
100. Scaling the Business
Search for Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
A common mistake…
• Not hiring enough sales
people in the Scaling phase
• Founders remain in burn
avoidance mode
101. Why Scale as fast as you can?
• Most tech markets are “Winner takes all”
• As soon as one company shows it can grow there will be fast followers
• You need to grow like crazy to become that winner
• You have a proven cash making machine, so can raise the funds needed
102. The Winner Takes All Flywheel
• Free traffic increases
• Word of mouth grows
• The leader gets attention from media
• Decision becomes “Why am I not buying from the leader?”
• Increasing integrations make the product more functional
• Barrier to entry for competitors
• Able to invest more in Sales & Marketing + Product
• Feeds the flywheel
103. Common Mistakes
• Failure to build a really strong recruiting function
• Leading to failure to hire key functions (including sales reps) on time
• Failure to hire a really strong team of Executives
105. Prioritize Focus & Actions based on Stage
Scaling the Business
Search for Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
1 2 3 4 5 6 7 8 9
Test
Hypothesis
Prove the
Value
Prove it can
be sold
Find
Repeatable
Sales Motion
Prove non-
Founders can
sell
Make it
Scalable
Ensure
Customer
Success
Make it
Profitable
Hit the Gas
and Scale
Scale the org &
its processes
10
Etc.
11
106. Scaling the Business
Search for Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
Don’t Jump Ahead!
• E.g.:
• Hiring too many sales people before the sales process is repeatable
• Expand internationally before you have nailed scaling profitably in the US
• Etc.
107. Scaling the Business
Search for Product/Market Fit
Search for Repeatable & Scalable
& Profitable Growth Model
Manage Cash Burn According to Stage
Cash Burn
108. Don’t run out of cash before reaching next milestone
Time
Valuation
Next Key
Milestone
x
Cash Out Date
109. [ ]FOR MORE INFORMATION
WWW.FORENTREPRENEURS.COM
125. Mismatch:
Sales often handle every lead as though they were in the Purchasing phase
I’m paid to sell. I better be selling.
126. Likely Distribution of Web Site Visitors
Vendor
Web Site
80%
Awareness
15%
Consideration
5%
Purchase
127. Different Dialog and Content for each stage
Awareness Consideration Purchase
• Create Problem & Pain
awareness
• Discuss how people are
solving
• Discuss benefits people are
seeing
• Don’t mention your product
• Don’t sell!
• Help in choosing a particular
solution
• Explain how your Product
can solve their pain
• Free Trial / Demo
• Customer stories
• Nurture with regular content
(Newsletter)
• Case studies
• Results achieved
• How you helped achieve
them
• Other proof points
• Customer references
• ROI data
128. • Just lost my data in hard drive crash
• Backup software/service
• Starting a new software project
• Dev Tools, etc.
• Performance issues with existing app
• APM tools
• Difficulties tracking bugs across multi-tier apps
• Bug tracking software
TRIGGERS
129. Buyer Personae
Who is involved in the buying process?
Champion Economic Buyer
/ Decision Maker
IT required for sign off
130. Getting to know your Buyer Personae
• Identifying Characteristics
• Company Profile (your ICP)
• Any special characteristics relevant to this purchase
• E.g. Developers:
• Don't have a budget
• Prefer Open Source, and don't like to pay for software
• Professional Role
• What does a day in their life look like?
• Key business goals?
• What does their Boss expect of them?
• How does our product help them achieve those?
• Motivations / Aspirations?
• What would make their job easier?
131. Getting to know your Buyer Personae
• What pain do they have that we address?
• Is it latent pain, or obvious pain?
• How do they describe the pain and what they are looking for?
• (Helpful for messaging)
• Is solving this pain a high priority for them?
• If not, what features would make it a higher priority?
• What are the triggers that cause them to buy?
132. Getting to know your Buyer Personae
• Are they searching for a solution?
• If yes, how do they go about doing that?
• Who influences them? (Sites, organizations, and people)
• (Helps us figure out how to market to them)
• Most important features? Decision criteria?
• What are their reactions to our product/company?
• What will they like?
• What will they not like?
• What are the main questions and concerns they have?
• What competitors will they also evaluate?
• What will they like or dislike about each of those?
134. Designing a Growth Process to match Buyer’s Journey
Strangers VisitorsAttract CustomersCloseLeadsConvert PromotersDelight
Awareness PurchaseInterest
Post
Purchase
135. Top of Funnel
Drive the right traffic
that matches your
ICP and convert to
raw leads
Middle of Funnel
Convert raw leads
into MQLs
Sales
Convert MQLs into
closed deals
Customer Success
Onboard, support and
ensure customer
success as measured by
a customer KPI
Designing a Growth Process to match Buyer’s Journey
Strangers VisitorsAttract CustomersCloseLeadsConvert PromotersDelight
Credit: HubSpot
Awareness PurchaseInterest
Post
Purchase
136. Top of Funnel
Inbound Marketing
Paid Marketing
Website
Strangers Conversion
Event
Raw
Lead
Outbound
SDR’s
Account-based Mktg
Targeted
Strangers
Mktg
Qualified
Lead
Qualify?
137. Account Based Marketing
• ICP powers all marketing
• Ideal Customer Profile
• Build lists of matching accounts
• Discover.org, Lead Fox, ZoomInfo, LinkedIn Sales Navigator, etc.
• Track who is in buying cycles
• Visiting G2 Crowd, Bombora
• Track which companies are on your website
• Targeted outreach
• Aircover from Ads
Thanks to Eric Spett, Terminus
138. Middle of Funnel
• Most of the raw leads you have captured are not ready to buy
• But they may be ready to buy at some point in the future when a trigger happens
• Some will never buy
• Avoid sending the wrong leads through to Sales, as Sales touch is very expensive
• Requires that we score and qualify leads somehow
• Pass the right leads to Sales
• Nurture the rest of them
140. Mktg
Qualified
Lead
Sales – Lead Stages
Qualify
Sales
Qualified
Lead
CustomerClose
Discovery
Call
Opportunity
Ready to
buy?
Sales
interaction
Note: Your process will likely be different, and there will be more Opportunity stages in your CRM pipeline
142. Map Buyers Process to Your Steps
Research
Shortlist
Vendors
Check
Review Sites
Evaluation
Website Free Trial
BUYER
VENDOR
ROI &
Justification
143. GET INSIDE YOUR BUYERS HEAD
How are they
reacting as they
go through our
funnel steps?
What are they
thinking as they
go through their
process?
Research
Shortlist
Vendors
Check
Review Sites
Evaluation
Website Free Trial
BUYER
VENDOR
ROI &
Justification
144. Optimize Your Steps to Fit
Research
Shortlist
Vendors
Check
Review Sites
Evaluation
Website
BUYER
VENDOR
ROI &
Justification
Free Trial
ROI
Calculator
Competitive
Features
Matrix
145. Optimize Your growth process to Fit
Research
Shortlist
Vendors
Check
Review Sites
Evaluation
Website
BUYER
VENDOR
ROI &
Justification
Free Trial
ROI
Calculator
Competitive
Features
Matrix
Incent
customers to
do reviews
146. ADDRESS ALL DECISION CRITERIA
Address
Security Concerns
3rd Party
Security Audit &
Whitepaper
BUYER
Is this a safe vendor
to choose?
• Customer Stories
• Safe Channel
Partners
148. WHAT IS YOUR TIME TO
WOW! ?
Thanks to Gail Goodman of Constant Contact
149. DEFINING WOW!
Thanks to Gail Goodman of Constant Contact
A moment where your buyer sees
something cool and exciting
• Motivates them to continue exploring
The moment when your buyer
gets excited enough to want to buy
Mini Wow!
Full Wow!
150. TIME TO WOW!
• How many steps?
• How much time does it take?
• How much FRICTION is involved
153. Salsify: Product Experience Management for Brands
• Buyer searches for products on Amazon, Google, Walmart, Target, etc.
• Make sure your product shows up at the top of those searches
• Make sure your product detail page converts at the highest rate
156. Salsify’s Original Trial Experience
Sign up
Wait for
email with
Account
Open the
App
Learn the
UI
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
159. Sign In… Now What?
• Lots of work still required
160. Get Inside your Buyers Head and Analyze for Problems
Sign up
Wait for
email with
Account
Open the
App
Learn the
UI
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
161. Redesign Trial Steps for Problems (Friction, Concerns,
& Motivations)
Sign up
Wait for
email with
Account
Open the
App
Learn the
UI
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Delay causing
major drop off
162. First Step in the Redesign
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Sign up
Learn the
UI
165. Still leaves a problem:
• Locate & Export Content
• Then import to Salsify to have
something to play with
Then:
Land directly in App
166. Major Friction + Other people involved = Long Delays
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Sign up
Learn the
UI
167. Offer a chance to
start with Sample
Data
Sign up
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
They now have the
MOTIVATION to
import their own data
Play with
Sample
Data
Mini Wow!
Learn the
UI
168.
169. Eliminate the risk that they won’t find the path to Wow!
Learn the
UI
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
• High friction
• Too much risk they
won’t find the path
to Wow!
Sign up
171. 0 10 20 30 40 50 60 70 80 90 100
Before After
Trial Request ->
Logged into App
Trial Request ->
Product Page
Trial Request ->
Taking action 3x Overall Improvement
Uplift - % Conversion, Before and After
172. Next Problem Area…
Sign up
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Play with
Sample
Data
• High Friction
• Long Delay
176. Problem Solved – Export to Google Manufacturer
Center
Sign up
Import
Content
Locate &
Export
Content
Play with
Sample
Data
Export to
Google
177. Last Remaining Problem Area…
Sign up
Import
Content
Locate &
Export
Content
Play with
Sample
Data
Export to
Google
• Huge Friction & Delay
• Other People involved
178. Scrape publicly available data from existing retailer’s
pages
Sign up
Play with
Sample
Data
Export to
Google
No import
needed
Scrape
Content
for them
• They have my content in here already
• They’re showing me all the issues
Mini Wow!
179. Eliminates Need for Sample Data
Sign up
Play with
Sample
Data
Export to
Google
See their
own Data
Scrape
Content
for them
180. Final Redesigned Process • Fast Time to Wow!
• High conversion rates
Sign up
Export to
Google
See and solve
problems with
their own Data
Scrape
Content
for them
I'd like to share some learnings from my time as an entrepreneur and board member.
One of the best books giving startup advice was Lean Startup. However it gave the impression that right after finding product/market fit you would be ready to hit the gas and start scaling. While this works for B2C, it doesn't for B2B.