Edinburgh Startup Summit 2018 - Sales Screwups Your Startup Shouldn't Make
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Talk about how early stage (< £1 million ARR) B2B Startups should approach sales, given at the Edinburgh Startup Summit in 2018.
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Edinburgh Startup Summit 2018 - Sales Screwups Your Startup Shouldn't Make
- 1. @johnjpeebles Sales Screwups Your Startup Shouldn’t Make
- 2. @johnjpeebles Lets Calibrate B2B (SaaS) < £1 Million Revenue In Search of Product Market Fit
- 3. @johnjpeebles It’s Easy to Get Up Here and Talk
- 4. @johnjpeebles “I don’t like sales” ”I’m more of a product person” “Sales is sleazy” “Sales is just manipulation” ”I don’t like sales culture”
- 6. @johnjpeebles Forgetting Who Your Customer Is. You are not your customer.
- 9. @johnjpeebles The Quadrant of Doom Complexity Price Self Service Transactional Enterprise LOW HIGH HIGH
- 11. @johnjpeebles • Charge more. Raise your prices right now. • You prolly need three pricing plans. • Understand what you’re anchoring against. Anchor against value. • Never give anything without taking something away. • You will get this wrong. At least three times. • Align your pricing to customer success. Quick Thoughts on Pricing
- 12. @johnjpeebles Selling Features, Not a Solution.
- 13. @johnjpeebles Failing to Manage by the Metrics
- 14. Contact Lead Qualified Lead Prospect Proposed Verbal Contracting Won Marketing Sales A Series of Funnels
- 15. @johnjpeebles • Lead source (channel) and lead type (outbound vs inbound). • Cost of Lead • Lead Quality (% to hit Qualified Lead) • Pipe Length (time to lead) • Pipe Segmentation (# and % of leads within score band) • Bottom Line: # of quality leads generated, at what cost. Basic Marketing Metrics
- 16. @johnjpeebles • Pipe Length • Pipe Value (snapshot and over time) • Pipe Segmentation (value and leads in pipe, segmented by stage) • Cost of Customer Acquisition (CoCA) • Cost of incremental £ of revenue (i.e. time to payback) • Activity metrics (calls, demos, followups, etc.) • Individual rep performance Basic Sales Metrics
- 17. @johnjpeebles • Year-on-Year Growth Rate • Churn • Lifetime Value (LTV) :: Cost of Customer Acquisition (CoCA) > 3:1 • Time to Payback < 24 months, ideally < 12 months Putting it Together
- 18. @johnjpeebles Lack of Learning / Improvement.
- 19. @johnjpeebles This Too, Shall Pass.