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January 2023
Better B2B Sales
Mark Gibson
+44-7312-984-542
mark@whychangeselling.com
B2B SaaS Sales - Hard & getting harder
NORMAL TIMES
Scalable Growth – Velocity
(Cost not a factor)
RECESSION
Sustainable Growth –
Velocity + Cost
WHAT CAN YOU DO?
– Get Started Now!
Has SaaS bubble burst?
COVID Pure B2B SaaS
ARR Current Year
Chart SaaS Capital
COVID
Bubble
Agenda
What’s Going on?
1
2
3
What to do
How to Change - Resources
Agenda
What’s Going on?
1
2
3
What to do
How to Change - Resources
What’s going on?
SaaS overbought, renewals, upsell at risk
1
2
3
4
Buying behavior changing faster than SaaS companies
>50% of forecast deals end in no-decision
Majority of salespeople will struggle to hit quota in 2023
What’s going on?
Source Data:
2015 CSO Insights 1200 companies responded
2022 DCMi 2.5 Million sales calls analyzed
Win Rate
2015
2022
Deals Won
46%
26% 2022
2015
24%
50%
No Decisions
Deals Lost
SaaS Overbought
SaaS Fundamentals Sound
Winners and Losers
Adapters will emerge Stronger
SaaS Growth Loop
Changing buyer behaviour
Only 29% of buyers
want to speak with
salespeople (HubSpot 2020)
Buyers’ rate 9/10 initial sales calls
a waste of time (Forrester 2011)
Cycle times on >50% of
deals 7 months and
increasing (HubSpot 2020)
Average touches to close
deal increased from 17 – 27
(Forrester 2020)
People involved in buying
process increased from 7 – 11
(Gartner 2020)
B2B Buying process - Impact
Vendor A
Vendor B
Vendor C
Vendor D
Buyers Spend a total of 17% of their buying cycle time with all vendors combined
28% online research, 22% meeting buying group, 18% offline research, 16% other
(CEB Gartner 2017)
IMPACT – Why Killer Products Don’t Sell: Ian Gotts, Dominic Rowsell
Idea Mentor Position Assessment Case Transaction
Where deals die
Buyer Questions
Why change?
Why now?
Why can’t we use existing?
What $$$ evidence?
Initiative A
Opportunity B
Development Project C
System Upgrade D
New Office E
Idea Mentor Position
• SaaS Spending Prioritized
• Need Exec Sponsorship
• Exec discussion: resources, $$ made available
• POLITICAL: Change = emotions
• Many leads die here
Position
Illustrative buying process
Deals ending in no decision
Between 40-60% of deals end in no-decision – WHY?
Moderate to high Indecision on 87% of deals
Reasons for no decision - FOMU
Too many options/too much information
Unclear of value payoff
Too much risk
Source: DCMi AI analysis of 2.5M recorded calls using Thethr
Deals ending in no decision
Overcome Indecision
Overcome the Status Quo
Status Quo Agreement on Vision Purchase Decision
TWO PLAYBOOKS FOR SALES EFFECTIVENESS
Illustration from The Jolt Effect, Matt Dixon, Ted McKenna
Salespeople not making quota
Buyers want insight, not a
“product pitch”
“Product” and “Solution
Selling” approaches obsolete
Not enough
good leads
Weak conversion from 1st
– 2nd meetings
Weak qualification, wasting
time on deals that won’t close
Most salespeople are under-
skilled and un-coached
Agenda
What’s Going on?
1
2
3
What to do
How to Change - Resources
What to do?
SAAS FUNDAMENTALS
Strategy alignment across business
Build a revenue model *
Track, measure performance, LTV to CAC Ratio, Rule of 40, Magic #
Monitor leading performance indicators
Opportunity creation/ Pipeline build/ Conversion ratios
Churn risk/ Product utilization/ Value delivered
Stop discounting, start small
* Download Open Source Revenue models at www.thescienceofrevenue.com
* Winning by Design
What to do?
BUYING BEHAVIOUR
Sales and Marketing Alignment – ramp marketing engagement
Simplify, align, auditable sales process with buying process
Develop cause-level value messaging (Commercial Insight)
Certify everyone in the new value message
Problem
(cost of current
situation)
Causes
Impact
Capabilities
Required
Your Capabilities
• Table Stakes
• Better – Unique
• Best Combinations
Cause-level Value Model
Commercial
Insight
Solution
Approach
What to do?
DEALS ENDING IN NO DECISION
Recognize it’s happening to you!
Record and analyze sales calls – listen for indecision
Help buyers to makes sense of information
Make recommendations based on experience
Spell out ROI, set outcome expectations
Reduce risk, start small, offer guarantees
What to do?
SALESPEOPLE MISSING QUOTA
Focus on the bottom
of the funnel
Everyone responsible
for lead generation
Record all calls
Build a learning organization – top-
down commitment, skills devt.
Upgrade sales organization, recruit
using science, ramp in 90-days
Managers go first, responsible for
regular weekly coaching
Certify salespeople in
consultative selling skills
Pick one skill a month to work on
and measure improvement
Agenda
What’s Going on?
1
2
3
What to do
How to Change - Resources
Why change now?
Normal Times > Growth
Year 1 Year 2 Year 3 Year 5
Year 4 Year 7
Year 6 Year 1 Year 2 Year 3 Year 5
Year 4 Year 7
Year 6
Downturn -ve Growth
• Incremental improvement across system
• Drive utilization
• Report value impact monthly
• Reduced lead-flow
• Declining conversions, lower win rate
• Increased discounting
• Increased churn, reduced seats, slower growth
How to change
GET HELP
RECOMMENDED ELITE FIRMS
Winning by Design
Challenger
Corporate Visions
RECOMMENDED VALUE SELLING CONSULTANTS
Inflexion Point
CPV Consulting
Why Change Selling
Resources and references
BOOKS & WHITEPAPERS
1. Anthony Iannarino
2. Josh Braun
3. Dave Kurlan
4. David Brock
5. Mark Cox
6. Steve Richard
7. Jason Lemkin
8. Victor Antonio
9. George Bronten
10. Mark Kosoglow
11. Kevin Dorsey
12. Tim Riesterer
13. Jacco van der Kooij
14. Richard Smith
15. Chris Voss
16. Kyle Coleman
17. John Barrows
18. Elay Cohen
19. Andy Raskin
20. Alex Hobbs
• The Jolt Effect Matt Dixon, Ted McKenna
• Elite Sales Strategies Anthony Iannarino
• The Expansion Sales eBook Tim Riesterer
• The Sweet Spot in the Eye of the Storm Winning
by Design eBook
• Never Split the Difference Chris Voss
• The Challenger Customer Matt Dixon, Brent
Adamson
• The Sales Manager Survival Guide Dave Brock
• Gap Selling Keenan
WHO TO FOLLOW ON LINKEDIN
January 2023
Better B2B Sales
Mark Gibson
+44-7312-984-542
mark@whychangeselling.com

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BoSON23 | Mark Gibson | Better B2B Sales

  • 1. January 2023 Better B2B Sales Mark Gibson +44-7312-984-542 mark@whychangeselling.com
  • 2. B2B SaaS Sales - Hard & getting harder NORMAL TIMES Scalable Growth – Velocity (Cost not a factor) RECESSION Sustainable Growth – Velocity + Cost WHAT CAN YOU DO? – Get Started Now!
  • 3. Has SaaS bubble burst? COVID Pure B2B SaaS ARR Current Year Chart SaaS Capital COVID Bubble
  • 4. Agenda What’s Going on? 1 2 3 What to do How to Change - Resources
  • 5. Agenda What’s Going on? 1 2 3 What to do How to Change - Resources
  • 6. What’s going on? SaaS overbought, renewals, upsell at risk 1 2 3 4 Buying behavior changing faster than SaaS companies >50% of forecast deals end in no-decision Majority of salespeople will struggle to hit quota in 2023
  • 7. What’s going on? Source Data: 2015 CSO Insights 1200 companies responded 2022 DCMi 2.5 Million sales calls analyzed Win Rate 2015 2022 Deals Won 46% 26% 2022 2015 24% 50% No Decisions Deals Lost
  • 8. SaaS Overbought SaaS Fundamentals Sound Winners and Losers Adapters will emerge Stronger SaaS Growth Loop
  • 9. Changing buyer behaviour Only 29% of buyers want to speak with salespeople (HubSpot 2020) Buyers’ rate 9/10 initial sales calls a waste of time (Forrester 2011) Cycle times on >50% of deals 7 months and increasing (HubSpot 2020) Average touches to close deal increased from 17 – 27 (Forrester 2020) People involved in buying process increased from 7 – 11 (Gartner 2020)
  • 10. B2B Buying process - Impact Vendor A Vendor B Vendor C Vendor D Buyers Spend a total of 17% of their buying cycle time with all vendors combined 28% online research, 22% meeting buying group, 18% offline research, 16% other (CEB Gartner 2017) IMPACT – Why Killer Products Don’t Sell: Ian Gotts, Dominic Rowsell Idea Mentor Position Assessment Case Transaction
  • 11. Where deals die Buyer Questions Why change? Why now? Why can’t we use existing? What $$$ evidence? Initiative A Opportunity B Development Project C System Upgrade D New Office E Idea Mentor Position • SaaS Spending Prioritized • Need Exec Sponsorship • Exec discussion: resources, $$ made available • POLITICAL: Change = emotions • Many leads die here Position
  • 13. Deals ending in no decision Between 40-60% of deals end in no-decision – WHY? Moderate to high Indecision on 87% of deals Reasons for no decision - FOMU Too many options/too much information Unclear of value payoff Too much risk Source: DCMi AI analysis of 2.5M recorded calls using Thethr
  • 14. Deals ending in no decision Overcome Indecision Overcome the Status Quo Status Quo Agreement on Vision Purchase Decision TWO PLAYBOOKS FOR SALES EFFECTIVENESS Illustration from The Jolt Effect, Matt Dixon, Ted McKenna
  • 15. Salespeople not making quota Buyers want insight, not a “product pitch” “Product” and “Solution Selling” approaches obsolete Not enough good leads Weak conversion from 1st – 2nd meetings Weak qualification, wasting time on deals that won’t close Most salespeople are under- skilled and un-coached
  • 16. Agenda What’s Going on? 1 2 3 What to do How to Change - Resources
  • 17. What to do? SAAS FUNDAMENTALS Strategy alignment across business Build a revenue model * Track, measure performance, LTV to CAC Ratio, Rule of 40, Magic # Monitor leading performance indicators Opportunity creation/ Pipeline build/ Conversion ratios Churn risk/ Product utilization/ Value delivered Stop discounting, start small * Download Open Source Revenue models at www.thescienceofrevenue.com * Winning by Design
  • 18. What to do? BUYING BEHAVIOUR Sales and Marketing Alignment – ramp marketing engagement Simplify, align, auditable sales process with buying process Develop cause-level value messaging (Commercial Insight) Certify everyone in the new value message Problem (cost of current situation) Causes Impact Capabilities Required Your Capabilities • Table Stakes • Better – Unique • Best Combinations Cause-level Value Model Commercial Insight Solution Approach
  • 19. What to do? DEALS ENDING IN NO DECISION Recognize it’s happening to you! Record and analyze sales calls – listen for indecision Help buyers to makes sense of information Make recommendations based on experience Spell out ROI, set outcome expectations Reduce risk, start small, offer guarantees
  • 20. What to do? SALESPEOPLE MISSING QUOTA Focus on the bottom of the funnel Everyone responsible for lead generation Record all calls Build a learning organization – top- down commitment, skills devt. Upgrade sales organization, recruit using science, ramp in 90-days Managers go first, responsible for regular weekly coaching Certify salespeople in consultative selling skills Pick one skill a month to work on and measure improvement
  • 21. Agenda What’s Going on? 1 2 3 What to do How to Change - Resources
  • 22. Why change now? Normal Times > Growth Year 1 Year 2 Year 3 Year 5 Year 4 Year 7 Year 6 Year 1 Year 2 Year 3 Year 5 Year 4 Year 7 Year 6 Downturn -ve Growth • Incremental improvement across system • Drive utilization • Report value impact monthly • Reduced lead-flow • Declining conversions, lower win rate • Increased discounting • Increased churn, reduced seats, slower growth
  • 23. How to change GET HELP RECOMMENDED ELITE FIRMS Winning by Design Challenger Corporate Visions RECOMMENDED VALUE SELLING CONSULTANTS Inflexion Point CPV Consulting Why Change Selling
  • 24. Resources and references BOOKS & WHITEPAPERS 1. Anthony Iannarino 2. Josh Braun 3. Dave Kurlan 4. David Brock 5. Mark Cox 6. Steve Richard 7. Jason Lemkin 8. Victor Antonio 9. George Bronten 10. Mark Kosoglow 11. Kevin Dorsey 12. Tim Riesterer 13. Jacco van der Kooij 14. Richard Smith 15. Chris Voss 16. Kyle Coleman 17. John Barrows 18. Elay Cohen 19. Andy Raskin 20. Alex Hobbs • The Jolt Effect Matt Dixon, Ted McKenna • Elite Sales Strategies Anthony Iannarino • The Expansion Sales eBook Tim Riesterer • The Sweet Spot in the Eye of the Storm Winning by Design eBook • Never Split the Difference Chris Voss • The Challenger Customer Matt Dixon, Brent Adamson • The Sales Manager Survival Guide Dave Brock • Gap Selling Keenan WHO TO FOLLOW ON LINKEDIN
  • 25. January 2023 Better B2B Sales Mark Gibson +44-7312-984-542 mark@whychangeselling.com