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BoSUSA23 | Kyle Bazzy & Derik Sutton | Rethinking Sales From the Demand Side at Autobooks

The document discusses the transformation of sales and marketing strategies at Autobooks under the new VP of Sales, Kyle Bazzy. It contrasts outdated practices with a new approach focused on aligning efforts with customer progress, emphasizing the importance of collaboration between sales and marketing to scale customer conversations. The goal is to improve customer engagement and growth by utilizing feedback and refining marketing tactics to better meet customer needs.

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Can sales and marketing speak the same language?
Logos don’t match “Award Winning” “Want one of our flyers?” Conference “swag” *FREEZE FRAME* Yup, that’s me, Kyle Bazzy, new VP of Sales for Autobooks. You may be wondering how I ended up in this situation.
Life before Demand Side Sales (Old Way) 4 MQL SQL Demo Lead MQL SQL Demo Proposal Closed (Won/Lost) “I’m not working these leads. They are trash.” “We’ve given you tons of leads, you just can’t close.”
Life Before Demand Side Sales (Old Way) 5 MQL SQL Demo M A R K E T I N G S A L E S Nonsense Goobley goo
Life After Demand Side Sales (New Way) 6 MQL SQL Demo
Marketing Sales Life After Demand Side Sales (New Way) 7 Customer Customer
Establishing alignment with Demand Side Sales (company systems align to customer progress)
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10 Old way New way
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12 VS “candy marketing” “trail mix marketing”
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14 Old way FULL FEATURE DEMO 90% INTRO 10% New way ALIGNING TO FI JOB 90% HIGHLIGHT REEL DEMO 10% Demo #1
15 Marketers should spend time presenting to customers • Prototype messaging • Receive real-time feedback • Learn how customers buy
First Thought & Passive Looking Outcomes 16 Sales and marketing have common ground Scaling customer conversations into growth “Trail mix marketing”
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18 Old way New way
19 “Decks have legs”
20 FULL FEATURE DEMO 90% SPEAKING TO FI JOB 10% 100% ALIGNMENT WITH ALL PARTIES Demo #2
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22 Old way New way In sales, the definition of making a tradeoff is about choosing the best way to make progress as opposed to compromising.
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25 Old way New way
26 Sales alignment across org based upon customer progress
27 Active Looking & Deciding Outcomes Never requested a single feature from product customer growth 10x
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29 Old way New way One to one account management specialized by partner channel Growth teams aligned to customer progress post product launch
30 FIs that attend outperform non-attends 3X Common growth tactics scale across customer types Smaller team able to grow revenue and meet goal Ongoing Use Outcomes
31 The progress Autobooks has made with Demand Side Sales
32 Are you marketing and selling the way your CRM wants you to market and sell? Are you helping your customer make progress?
Let’s connect: Thank You! 33 in/deriksutton In/kylebazzy