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.
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.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
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.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
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.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursAdam Moalla
How to think about your new business go to market strategy?
In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea.
These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business.
The slides touch the following topics:
Things that you can control for your idea to be successful
Re-thinking your new business KPIs
Analysing the market objectively
Identifying target customers
Defining the "Minimum Viable Sales Process"
Widening the marketing activities
Tracking and optimisation
Sales strategy example when deciding how to achieve sales growth. Real sales planning and sales strategies are founded on “Business Purpose”. Regardless of what sales strategy example you select, consider the fact that history has shown us that the No.1 sales and business killers are lack of market.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
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.
Covid-19 has had a significant impact on the global economy, to say the least. This impact means that we, as business owners and marketers, need to action the right kind of measures to ensure we are able to survive and come out at the other end with a strong brand.
This webinar talks through 6 post lock down tactics that can help us achieve this.
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
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.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursAdam Moalla
How to think about your new business go to market strategy?
In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea.
These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business.
The slides touch the following topics:
Things that you can control for your idea to be successful
Re-thinking your new business KPIs
Analysing the market objectively
Identifying target customers
Defining the "Minimum Viable Sales Process"
Widening the marketing activities
Tracking and optimisation
Sales strategy example when deciding how to achieve sales growth. Real sales planning and sales strategies are founded on “Business Purpose”. Regardless of what sales strategy example you select, consider the fact that history has shown us that the No.1 sales and business killers are lack of market.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
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.
Covid-19 has had a significant impact on the global economy, to say the least. This impact means that we, as business owners and marketers, need to action the right kind of measures to ensure we are able to survive and come out at the other end with a strong brand.
This webinar talks through 6 post lock down tactics that can help us achieve this.
These slides were used as part of a webinar run on 22snd June 2020.
Jag Panesar from Xpand talks about 6 post marketing tactics that can easily be implemented by business owners or marketing personnel.
Strategy and Digital Tools for Customer Acqusition and Growth / Growth Hackin...Sercan Alıcı
Growth hacking session for several startup founders in BIC101 Acceleration Program.
I told 3 hours growth strategy including specific solutions for each startup in Q&A session.
Product Marketing Fundamentals - Course Overview Carolyn Bao
Stats show that most businesses failed due to lack of product market fit. What is product market fit? How can an organization increase product market fit as it grows from 0 to 1 or scales from 1 to 100? What is the role of product marketing throughout the product life cycle that can help improve product market fit? The Clarity Product Marketing Fundamentals course will help you develop a holistic understanding of what PMM is and how it adds value to a company. You may have heard of these before, but how do they connect with each other and how can one utilize these: inbound product research and business cases, customer personas, product value proposition and messaging, product GTM planning and management, thought leadership content and more. (Course is currently taught in Chinese with English slides. Leave a comment if you'd like to have the course taught in English.)
Before launching our Price course a year ago, we talked to companies of all shapes and sizes about their struggles with pricing. Each and every one stated that, despite all the information they could gather on their sales, their costs and their competitors, when it came right down to it, their pricing was really just their best guess.
But we can’t leave such an important aspect of our products to chance, which is why in this issue we are delving into all things price related.
Jim Semick leads us off with a great look at the challenges and opportunities of pricing SaaS products. Then our own Mark Stiving talks about pricing in competitive landscapes. Finally, Holly Krafft and Reed Holden write about how to gain internal support for your pricing strategies, first at the leadership level and then within your sales organization.
But this issue isn’t all dollars and cents. I want to call particular attention to Robin Sharma’s article on the top 10 things amazing leaders do, regardless of whether they have a title. Following these simple steps could change the trajectory of your career and those around you.
Today’s product teams have a lot to juggle. Our hope is that this issue can provide you with some tools and tips to make it all just a little easier.
Happy Reading,
Rebecca Kalogeris, Editorial Director
The Many Faces of Sales Enablement: How to Drive Revenue Through Retention Ma...Aggregage
In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.
Innovation & Entrepreneurship - From Basics to Open InnovationNikolaos Vaslamatzis
Innovation & Entrepreneurship basics - how to think like an entrepreneur and models, analytical tools and frameworks to further develop a business idea, explore a market and develop a minimum viable product (mvp).
So you have built an amazing early stage life science company. Now you need to explain it. This panel will cover how to concisely communicate a company’s value proposition to investors in a variety of formats including the elevator pitch, an angel presentation and a VC meeting.
Sales Training Program.
Covered:
1. Basic Concepts of Sales/ Marketing (7P/ 4A)
2. 50 Tips
3. BCG Matrix/ few other Marketing Concepts
4. Cases studies/ Practical Examples
5. Sales Process
6. B2B/ B2C etc.
Duration: 5 Hours.
The PPT has content which we covered for a university in India. It was Online session where students did role play, case scenarios etc.
Various Sales tips were discussed.
Real cases were discussed to give students a complete idea about sales process.
For customized plan, please connect at partner@edu4sure.com or call/ whatsapp at +91-9555115533
Women's Startup Lab: Find Your First Customer, Then 10 more...SalesQualia
Sponsored by Women's Startup Lab in Menlo Park, CA, this in-person workshop focuses on using SalesQualia's "Sales Model Canvas" to lead buyers through the purchasing process and how to build a repeatable sales framework for your sales opportunities.
Key topical areas discussed:
- Customer needs, customer discovery
- Buyers, buyer types, personas
- Constructing effective Value Statements
- Objections, product questions, and dealing with status quo bias
- Implementation planning & Customer Success
- Developing key milestones and metrics for your sales process.
- Identifying differences in "consumer" vs "enterprise sales" and customer decisions
Sales Impact Academy coach takes us through what to expect in her upcoming course, 'The Blended Pipeline'.
Key Points to take away:
1. The blended pipeline is three main categories that leads come in on - inbound, outbound and refers.
2. Prospecting is an endurance activity - focus on the areas which have the highest impact for you with the least effort. (Test and measure to find the best approach for you)
3. Learn to use ‘The trigger wheel’ to pull out the right emotion with your outbound touchpoints to encourage prospects to follow your CTA
4. You should aim to add value to your customers life - that is the right mindset to adopt
5. Learn to improve low response rates by using more persuasive sales language and sequencing.
Leadership & Remote Working: How to Lead Remotely with Zoltan Vass Sales Impact Academy
Zoltan is the founder of the Remote working group at Tech London Advocates.
A lesson in how to lead remotely from Zoltan Vass, Co-Founder of the Remote working group at Tech London Advocates.
Nearly 20 years Zoltan has been a core driving force in innovative projects, growth and engagement for a number of brands including Mayor of London, Oracle, Reed in Partnership, Selfridges, ARI & BIMA.
SEO Masterclass: The keys to a winning SEO strategy in 2021 - Josh MendelowitzSales Impact Academy
Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy".
Key Points:
1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
Jonathan Hollis from Mountside Ventures runs a session all about VC's themselves.
Key Points:
1. Put yourself in a VC’s shoes - find out where their cash is coming from.
2. Approach VC’s when they are in the investment and management phase - 3-5 years after they’ve closed their fund raise.
3. If you can’t show 20/30x return to cover carried interest, it is likely you won’t gain VC attention.
4. Ensure institutional investor readiness - be coachable and ready to build a long term relationship & be sure you are a company the VC’s are happy to boast to their investors about.
5. The objective of your first meeting with a VC is to get to a second meeting - ask questions!
Customer Success for the C-Suite – Why Churn Matters with You Mon TsangSales Impact Academy
You Mon is the founder and CEO of ChurnZero, which helps subscription businesses fight churn with a real-time Customer Success platform. Before ChurnZero, he was the CMO of Vocus (now Cision) and CEO of its marketing automation business unit, OutMarket.
He is a serial entrepreneur, having founded four software companies, including ChurnZero, Biz360, and Engine140.
Key Points:
1. You can see a 6%+ increase in net retention rate if you have a customer success leader.
2. Success vs Support vs Account Management = Proactive vs Reactive vs Scheduled.
3. Onboarding is crucial for retention - create a plan for ‘stuck’ customers.
4. A simple health score on your account is better than none - use whatever data you have access to and track it. (Subjective & objective and internal & external data)
5. The bigger the company, the more complex a CS leader role. Ensure you hire the right person to handle your customer base.
The Product Led Approach to Growth - Kieran Flannagan (VP Marketing Hubspot)Sales Impact Academy
Topics Include:-
✔ Product lead growth will change B2B marketing to B2C2B marketing. Going to market through the end-user means you can reach a lot more customers.
✔ Reconsider your organisational design for success. Create Pods to focus on a specific goal.
✔ Analyse your funnel bottom-up and top-down to better understand how to improve at each stage.
✔ Align teams across your business by creating a universal language using the Sparketing Model
How to sell when no one is buying: lessons from a successful pivot during a g...Sales Impact Academy
Alex Theuma is founder and CEO of SaaStock, Europe's largest SaaS conference organiser. Alex is also the host of the SaaS Revolution Show in which he interviews SaaS founders and executives from around the world.
Key Points:
1. Never let a good crisis go to waste - pivot your business to see opportunity in challenges.
2. Be quick or be dead - companies that are agile and quick to change have a better chance of winning in a crisis.
3. Keep your customers close - You will be remembered for how you reached out to your customers in a pivotal time.
4. Leverage your peer groups and ask other people for best practice and advice for navigating a crisis e.g. recession, low revenue.
5. Outbound still works - tailor your messaging to acknowledge the pandemic’s impact on the SaaS community and wish your prospects well.
How to make your content Zig while the industry Zags - Konrad SandersSales Impact Academy
Konrad Sanders leads a charming team of strategic word-slingers who go by the name of The Creative Copywriter. They're known in the biz for blending the science of strategy and psychology with the art of creative thinking, big ideas and 'real talk'. The goal: to help brands with brains get their words right and sell more stuff.
Konrad shares his secrets for getting results for almost a decade for clients such as: TikTok, Adidas, Hyundai, Thomson Reuters and Aggreko.
Key Points:
1. The curse of content saturation.
2. Why differentiation is a must.
3. How (and why) to truly know your audience.
4. Observing your industry, aka competitor analysis.
5. 5 ways to zig.
6. Some ground rules to follow (or else).
Sam Nelson - The Agoge Sequence: Getting in front of High-Priority ProspectsSales Impact Academy
1. Cunnigham's Law states "the best way to get the right answer on the internet is not to ask a question; its to post the wrong"
2. Personalising the first email of your sequence will have compound interest.
3. Employing a triple touch strategy will to increase visibility.
4. Prove you're not a robot in the first line of every email.
5. When to spend personalising, and when so save time using templates.
Chris Haddow - Learning from the Past to Build for the FutureSales Impact Academy
Chris Haddow from SwapCard is joined the broadcast to talk about maintaining an outbound strategy whilst being overwhelmed with inbound.
1. Focus on your base - build your foundation of revenue in your core market
2. Whenever there is a dramatic market shift, the ones who adapt are the ones who survive - ensure you pivot your execution model.
3. When you have high inbound demand you must stay on target - Segment the wave and focus on your target market.
4. Take intelligent risks - the reward must be 3x proportionately higher than the potential downside.
5. Don't get too comfortable with the inbound model during Covid19. Look to the future and hire accordingly.
Some B2B enterprises struggle to unlock growth despite having happy customers and Product-Market-Fit.
In his talk, Tae Hea Nahm explained why a company needs to find Go-To-Market Fit to unlock growth. So how do you find GTM Fit?
His method is called “Surfing to GTM Fit.” Why surfing? Unlocking growth feels like the transition from paddling to surfing. Surfing is a three step process:
1. Catch the wave (finding the urgent customer pain to get leads).
2. Riding the wave (executing a playbook to find and close the same type of customers).
3. Having the right surfboard (personalising your GTM model).
- 90% of decision making is in the subconscious
- There are 2 decision makers in the brain - the rational and the primal brain
- 6 brain buying driver are - emotional personal tangible contrastable memorable and visual
- “The rational brain is great at rationalising what the emotional brain has already decided.” Baba Shiv, Professor of Marketing, Stanford
- Analyse your last 2 weeks of communications and see how many times you used I/we vs You/Your
- Activate the RAS using pattern interruption.
- Cold call top tip: Open with "Hi this is a sales call. Do you want to hang up?"
In a time rich environment, develop deeper relationships with your prospects ...Sales Impact Academy
Slides from our SIA In This Together Series. Social Selling Guru Daniel Disney webinar. Key highlights:
- LinkedIn usage and engagement has been surging over the past month
- Lead from the front, if you want people to use LI, you should be demonstrating best practices yourself.
- Consider your teams LinkedIn profiles and how well they represent your business.
- Use max 3 relevant # which makes your posts more searchable.
- 80% of videos are viewed on mute, consider using subtitles.
Consistency is key - 10 mins of activity per day
Your LinkedIn profile should not just be your CV
Engage in conversations, don't just use LinkedIn as a marketing platform
Readers consume content as they scroll, not left to right
Video & audio significantly increase response rates
- Consider your messaging as peoples experiences will shape their interpretation
- Research shows that people are more concerned about friends and family than themselves in regards to Covid19
- While our focus is largely on digital transformation, don't ignore the benefits of offline channels
- Before you respond to Covid19, think about what you want to achieve with your response
Managing sales targets in uncertain times and its impact on your runwaySales Impact Academy
Learn killer techniques for managing sales in a crisis.
- Rebuilding your 2020 budget
- How your unit economics are more important than ever
- Operational plan for rapid hypothesis creation and testing
- Dynamic re-forecasting every week
- Qualification, Qualification, Qualification
PwC - Investment and Corporate Insight's for SIA's In This Together SeriesSales Impact Academy
- According to PWC Venture Capital survey 36% of VCs see a 20% price reduction, 30% see a 30% reduction, and a further 30% see >30% price reduction
- Series B investors are more bullish than early-stage investors
- View from corporates is huge financial and operational
distractions which extends sales cycles unless the need is critical
- M&A is happening, cash-rich companies are taking advantage of the 20-30% drop in price. Corporate venture appetite is tied entirely to business performance
- One of the many cashflow management nuggets included "Burn fat, not muscle!" and develop a cash culture
- TV consumption is up by 30% while TV advertising costs are down 50%
- According to ComScore family & education app usage 290% and desktop usage is up 30%
- You can win significant share of voice if you keep advertising in a recession
- Social media only up 12% but instant messaging is up 49%
- Previously 40% of marketing spend was on events, of that budget around 50% is still being spent mostly on digital
- Show vulnerability and support in your communication
- Align org structures for decision making
- Ensure introverts have a champion for their voice
- The best remote leaders default to open, public comms
- Always assume the best
- When communicating provide clear context, people will always assume the worst
Sharpening Your Sales Skills to Maximise Impact - Using Daily OKRsSales Impact Academy
- Know the difference between KPIs & OKRs
- How to effectively execute the daily OKR
- The pomodoro is the lethal weapon of a successful SDR team
- How building habit is the key to success
- Leaders don't create followers, they create more leaders
Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
Oprah Winfrey: A Leader in Media, Philanthropy, and Empowerment | CIO Women M...CIOWomenMagazine
This person is none other than Oprah Winfrey, a highly influential figure whose impact extends beyond television. This article will delve into the remarkable life and lasting legacy of Oprah. Her story serves as a reminder of the importance of perseverance, compassion, and firm determination.
Modern Database Management 12th Global Edition by Hoffer solution manual.docxssuserf63bd7
https://qidiantiku.com/solution-manual-for-modern-database-management-12th-global-edition-by-hoffer.shtml
name:Solution manual for Modern Database Management 12th Global Edition by Hoffer
Edition:12th Global Edition
author:by Hoffer
ISBN:ISBN 10: 0133544613 / ISBN 13: 9780133544619
type:solution manual
format:word/zip
All chapter include
Focusing on what leading database practitioners say are the most important aspects to database development, Modern Database Management presents sound pedagogy, and topics that are critical for the practical success of database professionals. The 12th Edition further facilitates learning with illustrations that clarify important concepts and new media resources that make some of the more challenging material more engaging. Also included are general updates and expanded material in the areas undergoing rapid change due to improved managerial practices, database design tools and methodologies, and database technology.
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
Make the call, and we can assist you.
408-784-7371
Foodservice Consulting + Design
W.H.Bender Quote 65 - The Team Member and Guest Experience
Go-To-Market Fundamentals - Mark Walker
1. In This Together
Go-to-Market Fundamentals
Mark Walker,
Chief Revenue Officer, Student Beans
Coach, Sales Impact Academy
hello@salesimpactacademy.co.uk
CEO and Founders
Live 4pm UK Time
A live broadcast series in partnership with:
2. Intro To Me
● Currently CRO @ Student Beans
● Coach @ SIA, Mentor @ Scalewise
& TechStars, Advisor @ GTM
Works
● Former CRO @ Attest, Growth @
Eventbrite, founder
11. Calculating TAM
Top-down
Take an existing report, use
that.
e.g. Gartner, Juniper,
Statista, industry bodies...all
just a google away “size of
____ industry.”
Bottom-up
Number of accounts or
users * price point
e.g. 31.2m employees, average
cost of payroll software is
£50p/m p/e = £19bn market
Value-Theory
(Measurable pain/impact *
number of accounts/users) /
ROI
E.g. 5.7m sales reps,
carrying average quota of
£1m, wasting 20% time on
admin = $1.1tn opportunity
12. ICP
Your ICP is now drilling down to the exact type of company you will be
targeting with the highest deal value and quickest close rates - so
crucially ones that will place the greatest value on your product or
service - along with the best fit with your current offering at an
acceptable CAC
13. Stakeholder Mapping
Start by understanding the stakeholders in your
deals
There are around 7-8 in each deal!
Important to understand exactly who they are
Hubspot Documents can help
14. Typically Six Types of Stakeholder
Budget holder / Decision maker / Economic buyer
Champion / white knight
User
Influencer
Rationalist
Blocker or naysayer
15. Stakeholders Develop
Into Personas
Now you should have a clear picture of your
stakeholders
Now you’re ready for the last step in the GTM process
Stakeholder > Personas
Make sure the product and marketing are along for the
ride!
16. Stakeholder maps help you
Structure targeting marketing campaigns
Create more personalised sales outreach
Navigate deals and improve close rate
Build a more complete product experience
Find upsell opportunities
17. Let’s talk GTM Models
1. Proposition complexity & product time to value
2. CAC & virality
3. ACV & stickiness
4. Market size & # of buyers
There is no right answer.
Don’t aim for a model, it chooses you.
Then it’s down to what you do with it.
20. 1. Sales led
1. More complicated product/problem
2. Multiple stakeholders / seniority of decision
maker
3. Slower time to value
4. Higher price point
5. Higher CAC
6. Lower churn
21. 2. Marketing/Product led
1. More specific problem/product fit
2. Single buyer / bottom’s up decision
3. Faster time to value
4. Lower price point
5. Lower CAC
6. Higher churn
22. 3. Channel led
1. Market dominated by agencies, SI/VARs or other
intermediaries (i.e. no direct route to client)
2. Otherwise, similar to Sales led:
a. More complicated product/problem
b. Multiple stakeholders / seniority of decision
maker
c. Slower time to value
d. Higher price point
e. Higher CAC
f. Lower churn
23. Key Performance Indicators / Metrics
Levers
Individual performance
Weekly/Daily
Inputs
e.g. Taking the stairs, salad v
sarnie
How many coals did you light?
Lagging
Business performance
Quarterly/Annually
Outputs
e.g. your weight & wasteline,
BPI etc.
What does it taste like?
Leading
Team performance
Monthly/Weekly
Inputs & Outputs
e.g. Calories eaten, calories
burned etc.
What’s the BBQ temperature?
So as a reminder, here’s SIA’s magic hourglass. The foundation I was talking about is obviously the bottom layer you can see here. We’ll be starting at the top, and using all of the input to then flip and work back out to the bottom...each step builds on the previous one
Don’t be a solution in search of a problem!!!!
Think: Juicero… Juicero, the $700 juice machine that raised $120 million in funding and claimed to have the pressing force to lift two Teslas, only to be publicly humiliated when people found out the juice could be pressed by simply squeezing the pack with their hands…
Over 40% of startups fail due to lack of a market...by far the most common cause, much more so than lack of funding (CB Insights)
Do you want to drag an entire industry kicking and screaming or have them embrace you? Would you prefer to sell your innovative cuisine to a room full of hungry folks or those who’ve just eaten a 3 course meal? Judo principles…
Brian Balfour…’4 fits’ model...more on this in a later class
External problems: I need to hang a picture
Internal problems: I want a home that reflects my personality (and looks good to others)
Philosophical problems: Everyone deserves a place to call home
Functional - I want to achieve something faster, cheaper, better (logical)
Personal - I want to be recognised, add value, feel more confident (emotional)
Existential - I think things ought to be this why, it’s not right that they can get away with this (moral)
AirBnB:
I need a place to stay at a reasonable price
I want to feel like I’m staying in a home from home that’s more personal
Don’t be a tourist; belong anywhere
The personification of the problem you’re trying to beat:
No more installed software
No more bad customer service
No more high prices or lack of transparency
Kill commission
Stop waiting
Pick any well known/successful company you like, and write down the external, internal and philosophical problems they solve & the villain they’re fighting against...
Must have v nice to have
What would they do if you didn’t exist?
What will they cut from their budget first?
Stickiness, habit forming - can be built, but usually more on consumer side, system of record/infrastructure
Avoid pain than find gain / Loss avoidance: Loss aversion refers to people's tendency to prefer avoiding losses to acquiring equivalent gains: it is better to not lose $5 than to find $5. Some studies have suggested that losses are twice as powerful, psychologically, as gains - Amos Tversky and Daniel Kahneman
Fear & greed
Are they jerry rigging a solution? E.g. Google Docs as a wiki...Notion; Custom code...Stripe; Surveymonkey...Attest; Camera & duct tape...GoPro; Illegal downloads/bootlegs...Spotify & Netflix
No, it’s not a trendy new Dim Sum restaurant…
Example:
TAM for self-service, AI optimised crypto payroll software = every HR/Finance dept running payroll through software
SAM = those who won’t require account managers or sales, so likely 20% of TAM that are SMB
SOM = you only have a English speaking, UK based team & product so it’s only those in UK
PAM = everyone using paper and spreadsheets to complete their payroll ie expanding the market
Uber...PAM was those who wouldn’t typically take a cab, TAM was everywhere with taxis, SAM was those cities they could get licenses, original SOM was SFO early adopters
This is not just an academic exercise! Getting a reasonable view on your SOM will help you think about where to focus your limited resources; and ensuring you have a large enough TAM (or reasonable expectation to go after your PAM) will help shape your GTM model (more in a later class) and also the viability of your business to scale to >$100m
Your ICP is now drilling down to the exact type of company you will be targeting with the highest deal value and quickest close rates - so ones that will place the greatest value on your product or service - along with the best fit with your current offering at an acceptable CAC.
Which means cost of acquiring customers.
The key part of this definition is - the ones who will place the greatest value on your product or service. You see thats where things like pricing starts to become so much easier, because you target the right companies who are literally falling over themselves to buy your product, as the problem you solve is so acute for them.
Don’t be afraid to go uncomfortably narrow...you’ll probably know it’s about right if you feel a slight pang of pain from saying no early on to interested prospects that don’t fit your ICP
Assuming you don’t have personas developed yet, you start with identifying the stakeholders in your deals through a process of stakeholder mapping. It’s the third layer in the Go To Market pyramid. Again start with a hypothesis and refine as you learn, which you’ll do pretty quickly as you execute your sales cycles. The same job titles will pop up over and over again.
Now according to Brent Adamson, author of the Challenger Sale, the average number of customer stakeholders involved in a B2B purchasing decision in 2016 was 6.8. Hubspot has that as 8.2! Thats a lot of people who could support, or more worryingly, derail your deal.
And actually building up a full picture of all those stakeholders is pretty tough. And if you cant do that, deals will certainly be at risk as you wont know who you have build consensus with to get a deal over the line. You essentially lose control.
There are almost certainly other tools out there that do this, but Hubspot Documents helps you to track who opens your proposals and fact sheets that go over to a company. You can then start to build a really accurate picture of your stakeholders which is critical if we are to then develop them into personas.
So typically you’ll have four types of stakeholders in any deal. They are:
Budget holder / Decision maker – the stakeholder that usually has the final say on whether your solution gets purchased. Then we have the….
Champion or white knight – typically the stakeholders who found your solution or you connected with during your outreach efforts. They are incredibly valuable, even becoming an extension of your own team in some ways. They guide you through the org, can be a great source of information in terms of the stakeholder mapping, and will go to bat for you! They were a key part of the sales strategy at UNiDAYS. We were always trying to find our champion, and then give them a LOT of love.
User - don’t forget the people who’ll actually be using the software day-to-day...absolutely critical if you’re building a PLG model!
Influencer – there can be many influencers and they may not have the final say on the purchase, but as name suggests they have some kind of sway on whether the deal will close
Rationalist - procurement, legal, finance, compliance, IT
Blocker or naysayer – a stakeholder that has the power to potentially stop the deal from going through. You’ll want to make sure you identify these quickly and avoid them! The blockers can block for any number of reasons, maybe your product will increase their workload (an integrations group) or they may even feel their job or their teams job are threatened by your efficiency increasing solution….i would say they will end up in the deal conversation at some point, but the trick is to build solid consensus with the positive buying group so their input is rendered inconsequential
As you use technology like Hubspot documents and run through multiple sales, picking up valuable information from your champion among others, you should land on your 6-8 stakeholders across the 4 stakeholder categories we looked at in the last slide.
Now you are ready to climb up to the top of the pyramid! And move to the last phase of the Go To Market fundamentals and develop those stakeholders into personas.
Remember, this should all be done with your Go To Market manager not isolated just in sales. And if you don’t go and create that role, you absolutely need to make sure this work is being done with the marketing and products teams.
Remember, you’re targeting people, not companies...and in a very noisy world, the more you can speak to them, the easier it will be for you to cut through the noise
Brian Balfour, former VP Growth at Hubspot who helped launch their freemium business
Brian Balfour, former VP Growth at Hubspot who helped launch their freemium business
Salesforce, Gong, Outreach almost every B2B business going after Enterprise or Mid-Market
Pros: Can smooth over early product deficiencies, great for market feedback, can be highly repeatable, lower churn
Cons: Less repeatable, costly to scale and human-capital intensive (inc. hiring), could mask product issues
Also known as ‘Product Led Growth’ ‘Self Service’ ‘Freemium’
Slack, Box, almost every B2C business or B2B going after single users or micro businesses
Pros: Highly predictable, faster growth at scale (Openview), less overheads (not necessarily cheaper tho)
Cons: Higher churn, less qualitative insights, slower to get started (OpenView)
Often seen in ERP or other high technical spaces such as IT systems
Agencies for ad spend, some tech like Hubspot
Or industries where other professional services own the main relationship (e.g. Financial Advisors, Mortgage Brokers, Accountants etc.)
Pros: Can be very efficient, less need for large direct sales team
Cons: Indirect access to buyers, less visibility and predictability
Total ARR
Growth rate (5.95% if monthly) to hit 100% annual
Net Retention
Margin
CAC Payback (inc. margin)
Magic number = previous period spend / following period new business * 4