SlideShare a Scribd company logo
May 2020
OpenView Growth Team
HOW TO FOCUS SALES
TOUCHPOINTS FOR
MAXIMUM IMPACT
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 2
• Key questions we’ll answer:
• What’s the best way to deploy a sales team in tandem
with a self-service function?
• How should organizations optimize sales resources to keep
acquisition costs low?
• Recommendations are backed by multiple
data sources:
• Conducted in-depth interviews with a cross-functional set
of experts who manage the prospect journey for product
led businesses with team adoption as a requirement.
• Analyzed the onboarding flows of best-in-class product led
businesses.
• Supplemented with secondary research on best practices.
WE INVESTIGATED HOW TO PAIR SALES AND SELF-
SERVICE FOR MAXIMUM IMPACT
Selection of interviewees
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 3
DATA SHOWS THAT SELF-SERVICE AND SALES ARE A
POWERFUL COMBINATION
• Conversion outcomes are the same for no outreach
during a trial vs. CSX performing outreach during a
trial
• When sales performs outreach, conversion
outcomes are 35% higher
• But sales can’t perform outreach to leads where the
ACV doesn’t make sense.
• The most successful teams have tightly defined
scoring systems throughout their funnel to ensure
sales teams are touching the leads that make the
most sense for the business.
Conversion from free to paid by team
providing outreach
Source: OpenView 2020 SaaS Product Benchmarks
7%
10%
6.5%
Median
Success Sales No Touchpoints
While sales outreach is expensive, it can be
valuable in converting the highest potential
ACV customers:
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 4
DATA FROM BENCHMARKS SHOWS COMPANIES AT
SCALE DON’T TOUCH ALL LEADS
5%
48%
5%
42%
No touchpoints 1-30% 31-70% 71%+
What percentage of free users are being
touched? ($1-100m ARR)
• OpenView surveyed 153
B2B product owners and
founders to benchmark
product metrics
• We found that more
touchpoints with sales
correlate with a high free-to-
paid conversion rate.
• In order to achieve this, most
companies focus their sales
team on a small subset of
highly qualified leads.
Insights
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 5
WE DISTILLED LEARNINGS TO THREE
RECOMMENDATIONS
What we learned from our research
Segment leads early. Every onboarding flow had clear
segmentation questions, and different answers led to different
cadences with the sales team. None of the companies we
spoke with interacted with 100% of signups.
Product usage, or lack of product usage, impacts
outreach cadence and further informs whether sales spends
time on each lead. On average, 40% of leads never took any
action in the product, disqualifying them from outreach.
Leverage best practice playbooks. Companies have
different plays that they run with different sized accounts and
levels of salespeople to focus their efforts.
It doesn’t make sense for every lead to
interact with sales, only MQLs. For any
given company we spoke with, less than 30%
of those leads interacted with sales. Leads
were scored with ICP or potential ACV in
mind.
Set up PQL framework to ensure that
sales isn’t wasting their time on leads that
were never going to convert.
Change prospect outreach cadences
Once a lead is qualified to begin receiving
sales outreach, tailor your sales response
based on the potential value of the lead.
1
2
3
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 6
TOP OF FUNNEL BEST PRACTICE: USE LEAD
SCORING FOR SEGMENTATION & NURTURING
• Leads that will not meet ICP are put in nurture campaign, and not in any sales outreach workflow.
• Enterprise-level leads who are VIP stakeholders in your tiger segments can be earmarked for outreach, as can leads that
meet basic qualifications and raise their hand to request a demo
• All other qualified leads must be given time to engage with the product and further qualify themselves.
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 7
COMPANIES FIND MANY WAYS TO SEGMENT
USERS, BUT ALL OF THEM ASK UP FRONT
When would you
like to launch your
store?
The way this question
was answered
triggered sales
activity when a new
lead signed up for the
product.
11+ teammates
Number of
teammates is asked in
signup flow.
This $300+ MRR sized
account typically
grows by 200% in 1
year, so they’ve
deemed it worth their
resources.
MadKudu Score
Leverages information
like title, number of
employees, pricing
page views and fit to
tier customers into 4
tiers.
Sales only reaches
out to top 2 tiers.
Fit with Ideal
Customer Profile
New product signups
are tiered from 1-6
based on fit. Sales is
compensated on
conversion based on
that score.
For small best fit
customers, they’re
assigned a CSX rep.
Urgency ICP ScoreACV Potential
A Growth Stage
Company
An Expansion Stage
Company
A Large Public CompanyA Large Public Company
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 8
Segmentation starts in
chat
Frictionless sign up and
email verification
HUBSPOT ONBOARDING
Form seems simple to fill
out, not a chore
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 9
Form segments visitors
conversationally
SHOPIFY ONBOARDING
High ROI for answering questions in
form, changes onboarding
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 10
MID FUNNEL BEST PRACTICE: PQLS TRIGGER SALES
OUTREACH PLAYBOOKS
• Once a lead becomes a PQL, they receive immediate outreach and then are assigned two different outreach playbooks
based on the expected ACV.
• Leads that do not engage with sales are added to a marketing cadence after their sales outreach cadence is complete.
Some best-in-class companies tagged these leads for the support team to send back to sales if they raised their hand for
help.
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 11
PQLS
Creating PQLs
What is a PQL? A PQL is a product-qualified-lead,
meaning that actions taken in the product by a free user
help to qualify that user for outreach by the sales team.
For Sales: PQLs are valuable because they focus the
sales team and help them prioritize the most valuable
leads.
For the Growth Team: Identifying which behaviors and
metrics generate a PQL help give the Growth team KPIs to
better understand if their experiments are successful with
a leading indicator (ex: percent of cohort that gets to an
activation point), rather than a lagging one (ex:
conversion rate).Image Source: Hubspot
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 12
55%
43%
70%
65%
70%
50%
Retention: >1 visit Retention: 1 week
Company A Company B Company C
PRODUCT USAGE IS OFTEN A KEY INDICATOR OF
HOW READY THE LEAD IS TO BUY
Percentage of trailers who return to the
product
• One of the biggest
challenges of companies that
we interviewed was getting
leads back into the product
after signup.
• Based on benchmarks from
companies surveyed, expect
to see ~50% of leads return.
• This means sales shouldn’t be
engaging any of those leads
who never return.
Insights
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 13
PRODUCT USAGE EXAMPLES
PQL
Lead’s first session is
longer than 30
minutes, and they
return to the product
within 24 hours.
Evidence of finding
product value
This team
automatically puts
signups into an
outreach flow after
they’ve met a
threshold of rows of
data added into the
tool.
PQL Triggers
Hubspot creates PQLs
based on 3 criteria:
• Hand raisers (ask
for help from sales)
• Usage PQLs that
trip a usage limit in
the product
• Feature PQLs that
use a high-value
feature like an
integration
Health Scores
Trial Score
We track simple
behavior like visits
and session length,
then assign a score
from 1-5.
5s have an 80%
chance of converting
on their own, so sales
reaches out to 3s and
4s.
Value-Driven Product BehaviorSession Data
A Growth Stage
Company
A Growth Stage
Company
An Expansion Stage
Company
A Large Public Company
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 14
WHAT’S THE BEST WAY TO ENGAGE WITH A PQL?
Best Practices for
Enterprise
Best Practices for
Middle Market
Recommended
additions
Put leads into call queue
as they become a PQL.
Zendesk has found that
that if they call leads
within 24 hours of the
“aha moment”, the win
rate is 83%
Day 1 BDR call to set demo
Day 3 Morning email for demo, voicemail
Day 5 Afternoon email
Day 7 Reply to last email
Day 10 Morning email for demo, voicemail
Day 14 Morning call, afternoon call voicemail
Day 17 Email and call in morning
Day 20 Breakup email, voicemail
Day 1 BDR call to set demo
Day 3 Morning email for demo, voicemail
Day 5 Afternoon email
Day 7 Email and call in morning
Day 10 Breakup email, voicemail
15Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved
RECOMMENDATIONS
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 16
WE DISTILLED LEARNINGS TO THREE
RECOMMENDATIONS
What we learned from our research
Segment leads early. Every onboarding flow had clear
segmentation questions, and different answers led to different
cadences with the sales team. None of the companies we
spoke with interacted with 100% of signups.
Product usage, or lack of product usage, impacts
outreach cadence and further informs whether sales spends
time on each lead. On average, 40% of leads never took any
action in the product, disqualifying them from outreach.
Leverage best practice playbooks. Companies have
different plays that they run with different sized accounts and
levels of salespeople to focus their efforts.
It doesn’t make sense for every lead to
interact with sales, only MQLs. For any
given company we spoke with, less than 30%
of those leads interacted with sales. Leads
were scored with ICP or potential ACV in
mind.
Set up PQL framework to ensure that
sales isn’t wasting their time on leads that
were never going to convert.
Change prospect outreach cadences
Once a lead is qualified to begin receiving
sales outreach, tailor your sales response
based on the potential value of the lead.
1
2
3
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 17
FULL FUNNEL WORKFLOW
Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 18
Your Product Sells Itself, Now Hire Sales by Kyle Poyar, OpenView
Selling in a PLG Company by Leadra Fishman, Twilio
6 Steps to building out a PQL Model by Ashley Murphy, OpenView
ADDITIONAL RESOURCES
Sam Richard
Sam@ov.vc
THANK YOU

More Related Content

What's hot

Revenue Ops: Our Proven Framework for Massive Pipeline
Revenue Ops: Our Proven Framework for Massive PipelineRevenue Ops: Our Proven Framework for Massive Pipeline
Revenue Ops: Our Proven Framework for Massive Pipeline
Sales Hacker
 
Keppel Corporation AGM 2023 Presentation Slides
Keppel Corporation AGM 2023 Presentation SlidesKeppel Corporation AGM 2023 Presentation Slides
Keppel Corporation AGM 2023 Presentation Slides
KeppelCorporation
 
What Is A Go-To-Customer Strategy?
What Is A Go-To-Customer Strategy?What Is A Go-To-Customer Strategy?
What Is A Go-To-Customer Strategy?
Drift
 
AI: Built to Scale
AI: Built to ScaleAI: Built to Scale
AI: Built to Scale
accenture
 
Accenture Cloud Platform: Control, Manage and Govern the Enterprise Cloud
Accenture Cloud Platform: Control, Manage and Govern the Enterprise CloudAccenture Cloud Platform: Control, Manage and Govern the Enterprise Cloud
Accenture Cloud Platform: Control, Manage and Govern the Enterprise Cloud
accenture
 
Operating Model and Organization Design Toolkit
Operating Model and Organization Design Toolkit Operating Model and Organization Design Toolkit
Operating Model and Organization Design Toolkit
Aurelien Domont, MBA
 
Stratechi Sales Plan Presentation by McKinsey Alum.pdf
Stratechi Sales Plan Presentation by McKinsey Alum.pdfStratechi Sales Plan Presentation by McKinsey Alum.pdf
Stratechi Sales Plan Presentation by McKinsey Alum.pdf
Stratechi.com
 
Marketing to Account Based Marketing Better, Effective and Rewarding
Marketing to Account Based Marketing  Better, Effective and RewardingMarketing to Account Based Marketing  Better, Effective and Rewarding
Marketing to Account Based Marketing Better, Effective and Rewarding
run_frictionless
 
Key Performance Indicator workshop
Key Performance Indicator workshop Key Performance Indicator workshop
Key Performance Indicator workshop
RESULTS.com
 
OpsStars NY Session | A B2B Revenue Ops Success Framework and Maturity Model
OpsStars NY Session | A B2B Revenue Ops Success Framework and Maturity ModelOpsStars NY Session | A B2B Revenue Ops Success Framework and Maturity Model
OpsStars NY Session | A B2B Revenue Ops Success Framework and Maturity Model
LeanData
 
Contact Center of the Future: Smart, Selective Human Touch in the Digital Age
Contact Center of the Future: Smart, Selective Human Touch in the Digital AgeContact Center of the Future: Smart, Selective Human Touch in the Digital Age
Contact Center of the Future: Smart, Selective Human Touch in the Digital Age
accenture
 
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]
SP Home Run Inc.
 
Zero to 50m
Zero to 50m Zero to 50m
Zero to 50m
David Skok
 
Grayscale Metaverse Report November 2021
Grayscale Metaverse Report November 2021Grayscale Metaverse Report November 2021
Grayscale Metaverse Report November 2021
IQbal KHan
 
B2B Sales of the Future
B2B Sales of the FutureB2B Sales of the Future
B2B Sales of the Future
accenture
 
Go-to-Market Strategy Reboot Camp (Overview)
Go-to-Market Strategy Reboot Camp (Overview)Go-to-Market Strategy Reboot Camp (Overview)
Go-to-Market Strategy Reboot Camp (Overview)
SP Home Run Inc.
 
Sales strategy
Sales strategySales strategy
Sales strategy
Atmadeep Das
 
Accenture-Ready-Set-Scale - AI.pdf
Accenture-Ready-Set-Scale - AI.pdfAccenture-Ready-Set-Scale - AI.pdf
Accenture-Ready-Set-Scale - AI.pdf
ShaneFernandes24
 
B2B SaaS north star metric 2019 2020
B2B SaaS north star metric 2019 2020B2B SaaS north star metric 2019 2020
B2B SaaS north star metric 2019 2020
Gokul Rangarajan
 
Why Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategyWhy Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategy
Mickey Alon
 

What's hot (20)

Revenue Ops: Our Proven Framework for Massive Pipeline
Revenue Ops: Our Proven Framework for Massive PipelineRevenue Ops: Our Proven Framework for Massive Pipeline
Revenue Ops: Our Proven Framework for Massive Pipeline
 
Keppel Corporation AGM 2023 Presentation Slides
Keppel Corporation AGM 2023 Presentation SlidesKeppel Corporation AGM 2023 Presentation Slides
Keppel Corporation AGM 2023 Presentation Slides
 
What Is A Go-To-Customer Strategy?
What Is A Go-To-Customer Strategy?What Is A Go-To-Customer Strategy?
What Is A Go-To-Customer Strategy?
 
AI: Built to Scale
AI: Built to ScaleAI: Built to Scale
AI: Built to Scale
 
Accenture Cloud Platform: Control, Manage and Govern the Enterprise Cloud
Accenture Cloud Platform: Control, Manage and Govern the Enterprise CloudAccenture Cloud Platform: Control, Manage and Govern the Enterprise Cloud
Accenture Cloud Platform: Control, Manage and Govern the Enterprise Cloud
 
Operating Model and Organization Design Toolkit
Operating Model and Organization Design Toolkit Operating Model and Organization Design Toolkit
Operating Model and Organization Design Toolkit
 
Stratechi Sales Plan Presentation by McKinsey Alum.pdf
Stratechi Sales Plan Presentation by McKinsey Alum.pdfStratechi Sales Plan Presentation by McKinsey Alum.pdf
Stratechi Sales Plan Presentation by McKinsey Alum.pdf
 
Marketing to Account Based Marketing Better, Effective and Rewarding
Marketing to Account Based Marketing  Better, Effective and RewardingMarketing to Account Based Marketing  Better, Effective and Rewarding
Marketing to Account Based Marketing Better, Effective and Rewarding
 
Key Performance Indicator workshop
Key Performance Indicator workshop Key Performance Indicator workshop
Key Performance Indicator workshop
 
OpsStars NY Session | A B2B Revenue Ops Success Framework and Maturity Model
OpsStars NY Session | A B2B Revenue Ops Success Framework and Maturity ModelOpsStars NY Session | A B2B Revenue Ops Success Framework and Maturity Model
OpsStars NY Session | A B2B Revenue Ops Success Framework and Maturity Model
 
Contact Center of the Future: Smart, Selective Human Touch in the Digital Age
Contact Center of the Future: Smart, Selective Human Touch in the Digital AgeContact Center of the Future: Smart, Selective Human Touch in the Digital Age
Contact Center of the Future: Smart, Selective Human Touch in the Digital Age
 
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]
 
Zero to 50m
Zero to 50m Zero to 50m
Zero to 50m
 
Grayscale Metaverse Report November 2021
Grayscale Metaverse Report November 2021Grayscale Metaverse Report November 2021
Grayscale Metaverse Report November 2021
 
B2B Sales of the Future
B2B Sales of the FutureB2B Sales of the Future
B2B Sales of the Future
 
Go-to-Market Strategy Reboot Camp (Overview)
Go-to-Market Strategy Reboot Camp (Overview)Go-to-Market Strategy Reboot Camp (Overview)
Go-to-Market Strategy Reboot Camp (Overview)
 
Sales strategy
Sales strategySales strategy
Sales strategy
 
Accenture-Ready-Set-Scale - AI.pdf
Accenture-Ready-Set-Scale - AI.pdfAccenture-Ready-Set-Scale - AI.pdf
Accenture-Ready-Set-Scale - AI.pdf
 
B2B SaaS north star metric 2019 2020
B2B SaaS north star metric 2019 2020B2B SaaS north star metric 2019 2020
B2B SaaS north star metric 2019 2020
 
Why Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategyWhy Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategy
 

Similar to How Organizations Can Focus Sales for Maximum Impact

The Customer Experience / Customer Advocacy Connection
The Customer Experience / Customer Advocacy ConnectionThe Customer Experience / Customer Advocacy Connection
The Customer Experience / Customer Advocacy Connection
Influitive
 
The Rise of B2B Product Reviews
The Rise of B2B Product Reviews The Rise of B2B Product Reviews
The Rise of B2B Product Reviews
LinkedIn
 
5 Things You Need To Ask Your Media Agency
5 Things You Need To Ask Your Media Agency5 Things You Need To Ask Your Media Agency
5 Things You Need To Ask Your Media Agency
Michelle Norris
 
Unlocking Scale Through Pricing
Unlocking Scale Through PricingUnlocking Scale Through Pricing
Unlocking Scale Through Pricing
OpenView
 
The Advocacy-Centered Company: A deeper look at CAC and LTV
The Advocacy-Centered Company: A deeper look at CAC and LTVThe Advocacy-Centered Company: A deeper look at CAC and LTV
The Advocacy-Centered Company: A deeper look at CAC and LTV
Influitive
 
Bowery influitive talk aug 6 2013 v5
Bowery influitive talk aug 6 2013 v5Bowery influitive talk aug 6 2013 v5
Bowery influitive talk aug 6 2013 v5
Mark Organ
 
What is InfoQuest?
What is InfoQuest?What is InfoQuest?
What is InfoQuest?
Tom McCabe
 
Client Feedback Program - Client Opinions
Client Feedback Program - Client OpinionsClient Feedback Program - Client Opinions
Client Feedback Program - Client Opinions
Client_Opinions
 
Zerobyte Presentation
Zerobyte PresentationZerobyte Presentation
Zerobyte Presentation
Rajesh Mondal
 
DirectionGroup Nurturing Prospects & Customers - Edge presentation
DirectionGroup Nurturing Prospects & Customers - Edge presentationDirectionGroup Nurturing Prospects & Customers - Edge presentation
DirectionGroup Nurturing Prospects & Customers - Edge presentation
DirectionGroup Limited
 
Five types of companies that absolutely NEED to build trust to grow (but just...
Five types of companies that absolutely NEED to build trust to grow (but just...Five types of companies that absolutely NEED to build trust to grow (but just...
Five types of companies that absolutely NEED to build trust to grow (but just...
Trustpilot
 
Build Your Army of One Using Marketing Automation with Limited Resources
Build Your Army of One Using Marketing Automation with Limited ResourcesBuild Your Army of One Using Marketing Automation with Limited Resources
Build Your Army of One Using Marketing Automation with Limited Resources
Pardot
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
Emily Millard Murphy
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
Aggregage
 
Why, When and How Do I Start a Digital Transformation?
Why, When and How Do I Start a Digital Transformation?Why, When and How Do I Start a Digital Transformation?
Why, When and How Do I Start a Digital Transformation?
Acquia
 
7 Critical Factors for a Successful Partner Recruitment Program
7 Critical Factors for a Successful Partner Recruitment Program7 Critical Factors for a Successful Partner Recruitment Program
7 Critical Factors for a Successful Partner Recruitment Program
ZINFI Technologies, Inc.
 
[DIY] How to price your SaaS product
[DIY] How to price your SaaS product[DIY] How to price your SaaS product
[DIY] How to price your SaaS product
Prequate Advisory
 
5 Step Process to Make a Go To Market Plan
5 Step Process to Make a Go To Market Plan5 Step Process to Make a Go To Market Plan
5 Step Process to Make a Go To Market Plan
Ravi Trivedi
 
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter WebinarMonitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Agility PR Solutions
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer Acquisition
Growth Hacking Asia
 

Similar to How Organizations Can Focus Sales for Maximum Impact (20)

The Customer Experience / Customer Advocacy Connection
The Customer Experience / Customer Advocacy ConnectionThe Customer Experience / Customer Advocacy Connection
The Customer Experience / Customer Advocacy Connection
 
The Rise of B2B Product Reviews
The Rise of B2B Product Reviews The Rise of B2B Product Reviews
The Rise of B2B Product Reviews
 
5 Things You Need To Ask Your Media Agency
5 Things You Need To Ask Your Media Agency5 Things You Need To Ask Your Media Agency
5 Things You Need To Ask Your Media Agency
 
Unlocking Scale Through Pricing
Unlocking Scale Through PricingUnlocking Scale Through Pricing
Unlocking Scale Through Pricing
 
The Advocacy-Centered Company: A deeper look at CAC and LTV
The Advocacy-Centered Company: A deeper look at CAC and LTVThe Advocacy-Centered Company: A deeper look at CAC and LTV
The Advocacy-Centered Company: A deeper look at CAC and LTV
 
Bowery influitive talk aug 6 2013 v5
Bowery influitive talk aug 6 2013 v5Bowery influitive talk aug 6 2013 v5
Bowery influitive talk aug 6 2013 v5
 
What is InfoQuest?
What is InfoQuest?What is InfoQuest?
What is InfoQuest?
 
Client Feedback Program - Client Opinions
Client Feedback Program - Client OpinionsClient Feedback Program - Client Opinions
Client Feedback Program - Client Opinions
 
Zerobyte Presentation
Zerobyte PresentationZerobyte Presentation
Zerobyte Presentation
 
DirectionGroup Nurturing Prospects & Customers - Edge presentation
DirectionGroup Nurturing Prospects & Customers - Edge presentationDirectionGroup Nurturing Prospects & Customers - Edge presentation
DirectionGroup Nurturing Prospects & Customers - Edge presentation
 
Five types of companies that absolutely NEED to build trust to grow (but just...
Five types of companies that absolutely NEED to build trust to grow (but just...Five types of companies that absolutely NEED to build trust to grow (but just...
Five types of companies that absolutely NEED to build trust to grow (but just...
 
Build Your Army of One Using Marketing Automation with Limited Resources
Build Your Army of One Using Marketing Automation with Limited ResourcesBuild Your Army of One Using Marketing Automation with Limited Resources
Build Your Army of One Using Marketing Automation with Limited Resources
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
 
Why, When and How Do I Start a Digital Transformation?
Why, When and How Do I Start a Digital Transformation?Why, When and How Do I Start a Digital Transformation?
Why, When and How Do I Start a Digital Transformation?
 
7 Critical Factors for a Successful Partner Recruitment Program
7 Critical Factors for a Successful Partner Recruitment Program7 Critical Factors for a Successful Partner Recruitment Program
7 Critical Factors for a Successful Partner Recruitment Program
 
[DIY] How to price your SaaS product
[DIY] How to price your SaaS product[DIY] How to price your SaaS product
[DIY] How to price your SaaS product
 
5 Step Process to Make a Go To Market Plan
5 Step Process to Make a Go To Market Plan5 Step Process to Make a Go To Market Plan
5 Step Process to Make a Go To Market Plan
 
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter WebinarMonitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer Acquisition
 

More from OpenView

How to Scale with Usage-Based Pricing with Kyle Poyar from OpenView
How to Scale with Usage-Based Pricing with Kyle Poyar from OpenViewHow to Scale with Usage-Based Pricing with Kyle Poyar from OpenView
How to Scale with Usage-Based Pricing with Kyle Poyar from OpenView
OpenView
 
Investment Bank Overview from OpenView
Investment Bank Overview from OpenViewInvestment Bank Overview from OpenView
Investment Bank Overview from OpenView
OpenView
 
2022 Venture Debt Guide from OpenView
2022 Venture Debt Guide from OpenView2022 Venture Debt Guide from OpenView
2022 Venture Debt Guide from OpenView
OpenView
 
11 PLG Principles for the Age of Connected Work from OpenView
11 PLG Principles for the Age of Connected Work from OpenView11 PLG Principles for the Age of Connected Work from OpenView
11 PLG Principles for the Age of Connected Work from OpenView
OpenView
 
Inventing Product-Led Growth
Inventing Product-Led GrowthInventing Product-Led Growth
Inventing Product-Led Growth
OpenView
 
Developer Documentation Best Practices
Developer Documentation Best PracticesDeveloper Documentation Best Practices
Developer Documentation Best Practices
OpenView
 
What Happened After SaaS Companies Introduced Free Offerings Last Year
What Happened After SaaS Companies Introduced Free Offerings Last YearWhat Happened After SaaS Companies Introduced Free Offerings Last Year
What Happened After SaaS Companies Introduced Free Offerings Last Year
OpenView
 
PLG SaaS Camp - Openview - Feb 2021
PLG  SaaS Camp - Openview - Feb 2021PLG  SaaS Camp - Openview - Feb 2021
PLG SaaS Camp - Openview - Feb 2021
OpenView
 
Developer Buyer Journey Best Practices
Developer Buyer Journey Best PracticesDeveloper Buyer Journey Best Practices
Developer Buyer Journey Best Practices
OpenView
 
Developer Buyer Journey Best Practices
Developer Buyer Journey Best PracticesDeveloper Buyer Journey Best Practices
Developer Buyer Journey Best Practices
OpenView
 
The Recession Planning Framework for Startups
The Recession Planning Framework for StartupsThe Recession Planning Framework for Startups
The Recession Planning Framework for Startups
OpenView
 
Customer Health Scoring Best Practices
Customer Health Scoring Best PracticesCustomer Health Scoring Best Practices
Customer Health Scoring Best Practices
OpenView
 
Product Led Growth: The Rise of the User
Product Led Growth: The Rise of the UserProduct Led Growth: The Rise of the User
Product Led Growth: The Rise of the User
OpenView
 
2019 Expansion SaaS Benchmarks
2019 Expansion SaaS Benchmarks2019 Expansion SaaS Benchmarks
2019 Expansion SaaS Benchmarks
OpenView
 
Product Led Growth: The Rise of the User
Product Led Growth: The Rise of the UserProduct Led Growth: The Rise of the User
Product Led Growth: The Rise of the User
OpenView
 
2019 Expansion SaaS Benchmarks Report
2019 Expansion SaaS Benchmarks Report2019 Expansion SaaS Benchmarks Report
2019 Expansion SaaS Benchmarks Report
OpenView
 
The Future of B2B Growth is Product Led - Latitude59
The Future of B2B Growth is Product Led - Latitude59The Future of B2B Growth is Product Led - Latitude59
The Future of B2B Growth is Product Led - Latitude59
OpenView
 
The Future of B2B Growth is Product Led
The Future of B2B Growth is Product LedThe Future of B2B Growth is Product Led
The Future of B2B Growth is Product Led
OpenView
 
The Future of SaaS is Product Led. Are You Ready?
The Future of SaaS is Product Led. Are You Ready? The Future of SaaS is Product Led. Are You Ready?
The Future of SaaS is Product Led. Are You Ready?
OpenView
 
What the Heck is Product Led Growth?
What the Heck is Product Led Growth?What the Heck is Product Led Growth?
What the Heck is Product Led Growth?
OpenView
 

More from OpenView (20)

How to Scale with Usage-Based Pricing with Kyle Poyar from OpenView
How to Scale with Usage-Based Pricing with Kyle Poyar from OpenViewHow to Scale with Usage-Based Pricing with Kyle Poyar from OpenView
How to Scale with Usage-Based Pricing with Kyle Poyar from OpenView
 
Investment Bank Overview from OpenView
Investment Bank Overview from OpenViewInvestment Bank Overview from OpenView
Investment Bank Overview from OpenView
 
2022 Venture Debt Guide from OpenView
2022 Venture Debt Guide from OpenView2022 Venture Debt Guide from OpenView
2022 Venture Debt Guide from OpenView
 
11 PLG Principles for the Age of Connected Work from OpenView
11 PLG Principles for the Age of Connected Work from OpenView11 PLG Principles for the Age of Connected Work from OpenView
11 PLG Principles for the Age of Connected Work from OpenView
 
Inventing Product-Led Growth
Inventing Product-Led GrowthInventing Product-Led Growth
Inventing Product-Led Growth
 
Developer Documentation Best Practices
Developer Documentation Best PracticesDeveloper Documentation Best Practices
Developer Documentation Best Practices
 
What Happened After SaaS Companies Introduced Free Offerings Last Year
What Happened After SaaS Companies Introduced Free Offerings Last YearWhat Happened After SaaS Companies Introduced Free Offerings Last Year
What Happened After SaaS Companies Introduced Free Offerings Last Year
 
PLG SaaS Camp - Openview - Feb 2021
PLG  SaaS Camp - Openview - Feb 2021PLG  SaaS Camp - Openview - Feb 2021
PLG SaaS Camp - Openview - Feb 2021
 
Developer Buyer Journey Best Practices
Developer Buyer Journey Best PracticesDeveloper Buyer Journey Best Practices
Developer Buyer Journey Best Practices
 
Developer Buyer Journey Best Practices
Developer Buyer Journey Best PracticesDeveloper Buyer Journey Best Practices
Developer Buyer Journey Best Practices
 
The Recession Planning Framework for Startups
The Recession Planning Framework for StartupsThe Recession Planning Framework for Startups
The Recession Planning Framework for Startups
 
Customer Health Scoring Best Practices
Customer Health Scoring Best PracticesCustomer Health Scoring Best Practices
Customer Health Scoring Best Practices
 
Product Led Growth: The Rise of the User
Product Led Growth: The Rise of the UserProduct Led Growth: The Rise of the User
Product Led Growth: The Rise of the User
 
2019 Expansion SaaS Benchmarks
2019 Expansion SaaS Benchmarks2019 Expansion SaaS Benchmarks
2019 Expansion SaaS Benchmarks
 
Product Led Growth: The Rise of the User
Product Led Growth: The Rise of the UserProduct Led Growth: The Rise of the User
Product Led Growth: The Rise of the User
 
2019 Expansion SaaS Benchmarks Report
2019 Expansion SaaS Benchmarks Report2019 Expansion SaaS Benchmarks Report
2019 Expansion SaaS Benchmarks Report
 
The Future of B2B Growth is Product Led - Latitude59
The Future of B2B Growth is Product Led - Latitude59The Future of B2B Growth is Product Led - Latitude59
The Future of B2B Growth is Product Led - Latitude59
 
The Future of B2B Growth is Product Led
The Future of B2B Growth is Product LedThe Future of B2B Growth is Product Led
The Future of B2B Growth is Product Led
 
The Future of SaaS is Product Led. Are You Ready?
The Future of SaaS is Product Led. Are You Ready? The Future of SaaS is Product Led. Are You Ready?
The Future of SaaS is Product Led. Are You Ready?
 
What the Heck is Product Led Growth?
What the Heck is Product Led Growth?What the Heck is Product Led Growth?
What the Heck is Product Led Growth?
 

Recently uploaded

20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf
tjcomstrang
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
obriengroupinc04
 
The Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual PersonalitiesThe Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual Personalities
my Pandit
 
Dpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Satta Matta Matka Kalyan Chart Indian MatkaDpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptxEasy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Fx Lotus
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fixKalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
satta Matta matka 143 Kalyan chart jodi 6366249026
 
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
essorprof62
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
HajeJanKamps
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Truck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers ChennaiTruck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers Chennai
ConveyorSystem
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
PennapaKeavsiri
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
IPLTech Electric
 
Kanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR ReportKanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR Report
Helen Meek
 

Recently uploaded (20)

20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
 
The Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual PersonalitiesThe Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual Personalities
 
Dpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Satta Matta Matka Kalyan Chart Indian MatkaDpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Satta Matta Matka Kalyan Chart Indian Matka
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptxEasy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
IMG_20240615_091110.pdf dpboss guessing
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fixKalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
 
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Truck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers ChennaiTruck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers Chennai
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
 
Kanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR ReportKanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR Report
 

How Organizations Can Focus Sales for Maximum Impact

  • 1. May 2020 OpenView Growth Team HOW TO FOCUS SALES TOUCHPOINTS FOR MAXIMUM IMPACT
  • 2. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 2 • Key questions we’ll answer: • What’s the best way to deploy a sales team in tandem with a self-service function? • How should organizations optimize sales resources to keep acquisition costs low? • Recommendations are backed by multiple data sources: • Conducted in-depth interviews with a cross-functional set of experts who manage the prospect journey for product led businesses with team adoption as a requirement. • Analyzed the onboarding flows of best-in-class product led businesses. • Supplemented with secondary research on best practices. WE INVESTIGATED HOW TO PAIR SALES AND SELF- SERVICE FOR MAXIMUM IMPACT Selection of interviewees
  • 3. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 3 DATA SHOWS THAT SELF-SERVICE AND SALES ARE A POWERFUL COMBINATION • Conversion outcomes are the same for no outreach during a trial vs. CSX performing outreach during a trial • When sales performs outreach, conversion outcomes are 35% higher • But sales can’t perform outreach to leads where the ACV doesn’t make sense. • The most successful teams have tightly defined scoring systems throughout their funnel to ensure sales teams are touching the leads that make the most sense for the business. Conversion from free to paid by team providing outreach Source: OpenView 2020 SaaS Product Benchmarks 7% 10% 6.5% Median Success Sales No Touchpoints While sales outreach is expensive, it can be valuable in converting the highest potential ACV customers:
  • 4. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 4 DATA FROM BENCHMARKS SHOWS COMPANIES AT SCALE DON’T TOUCH ALL LEADS 5% 48% 5% 42% No touchpoints 1-30% 31-70% 71%+ What percentage of free users are being touched? ($1-100m ARR) • OpenView surveyed 153 B2B product owners and founders to benchmark product metrics • We found that more touchpoints with sales correlate with a high free-to- paid conversion rate. • In order to achieve this, most companies focus their sales team on a small subset of highly qualified leads. Insights
  • 5. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 5 WE DISTILLED LEARNINGS TO THREE RECOMMENDATIONS What we learned from our research Segment leads early. Every onboarding flow had clear segmentation questions, and different answers led to different cadences with the sales team. None of the companies we spoke with interacted with 100% of signups. Product usage, or lack of product usage, impacts outreach cadence and further informs whether sales spends time on each lead. On average, 40% of leads never took any action in the product, disqualifying them from outreach. Leverage best practice playbooks. Companies have different plays that they run with different sized accounts and levels of salespeople to focus their efforts. It doesn’t make sense for every lead to interact with sales, only MQLs. For any given company we spoke with, less than 30% of those leads interacted with sales. Leads were scored with ICP or potential ACV in mind. Set up PQL framework to ensure that sales isn’t wasting their time on leads that were never going to convert. Change prospect outreach cadences Once a lead is qualified to begin receiving sales outreach, tailor your sales response based on the potential value of the lead. 1 2 3
  • 6. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 6 TOP OF FUNNEL BEST PRACTICE: USE LEAD SCORING FOR SEGMENTATION & NURTURING • Leads that will not meet ICP are put in nurture campaign, and not in any sales outreach workflow. • Enterprise-level leads who are VIP stakeholders in your tiger segments can be earmarked for outreach, as can leads that meet basic qualifications and raise their hand to request a demo • All other qualified leads must be given time to engage with the product and further qualify themselves.
  • 7. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 7 COMPANIES FIND MANY WAYS TO SEGMENT USERS, BUT ALL OF THEM ASK UP FRONT When would you like to launch your store? The way this question was answered triggered sales activity when a new lead signed up for the product. 11+ teammates Number of teammates is asked in signup flow. This $300+ MRR sized account typically grows by 200% in 1 year, so they’ve deemed it worth their resources. MadKudu Score Leverages information like title, number of employees, pricing page views and fit to tier customers into 4 tiers. Sales only reaches out to top 2 tiers. Fit with Ideal Customer Profile New product signups are tiered from 1-6 based on fit. Sales is compensated on conversion based on that score. For small best fit customers, they’re assigned a CSX rep. Urgency ICP ScoreACV Potential A Growth Stage Company An Expansion Stage Company A Large Public CompanyA Large Public Company
  • 8. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 8 Segmentation starts in chat Frictionless sign up and email verification HUBSPOT ONBOARDING Form seems simple to fill out, not a chore
  • 9. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 9 Form segments visitors conversationally SHOPIFY ONBOARDING High ROI for answering questions in form, changes onboarding
  • 10. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 10 MID FUNNEL BEST PRACTICE: PQLS TRIGGER SALES OUTREACH PLAYBOOKS • Once a lead becomes a PQL, they receive immediate outreach and then are assigned two different outreach playbooks based on the expected ACV. • Leads that do not engage with sales are added to a marketing cadence after their sales outreach cadence is complete. Some best-in-class companies tagged these leads for the support team to send back to sales if they raised their hand for help.
  • 11. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 11 PQLS Creating PQLs What is a PQL? A PQL is a product-qualified-lead, meaning that actions taken in the product by a free user help to qualify that user for outreach by the sales team. For Sales: PQLs are valuable because they focus the sales team and help them prioritize the most valuable leads. For the Growth Team: Identifying which behaviors and metrics generate a PQL help give the Growth team KPIs to better understand if their experiments are successful with a leading indicator (ex: percent of cohort that gets to an activation point), rather than a lagging one (ex: conversion rate).Image Source: Hubspot
  • 12. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 12 55% 43% 70% 65% 70% 50% Retention: >1 visit Retention: 1 week Company A Company B Company C PRODUCT USAGE IS OFTEN A KEY INDICATOR OF HOW READY THE LEAD IS TO BUY Percentage of trailers who return to the product • One of the biggest challenges of companies that we interviewed was getting leads back into the product after signup. • Based on benchmarks from companies surveyed, expect to see ~50% of leads return. • This means sales shouldn’t be engaging any of those leads who never return. Insights
  • 13. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 13 PRODUCT USAGE EXAMPLES PQL Lead’s first session is longer than 30 minutes, and they return to the product within 24 hours. Evidence of finding product value This team automatically puts signups into an outreach flow after they’ve met a threshold of rows of data added into the tool. PQL Triggers Hubspot creates PQLs based on 3 criteria: • Hand raisers (ask for help from sales) • Usage PQLs that trip a usage limit in the product • Feature PQLs that use a high-value feature like an integration Health Scores Trial Score We track simple behavior like visits and session length, then assign a score from 1-5. 5s have an 80% chance of converting on their own, so sales reaches out to 3s and 4s. Value-Driven Product BehaviorSession Data A Growth Stage Company A Growth Stage Company An Expansion Stage Company A Large Public Company
  • 14. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 14 WHAT’S THE BEST WAY TO ENGAGE WITH A PQL? Best Practices for Enterprise Best Practices for Middle Market Recommended additions Put leads into call queue as they become a PQL. Zendesk has found that that if they call leads within 24 hours of the “aha moment”, the win rate is 83% Day 1 BDR call to set demo Day 3 Morning email for demo, voicemail Day 5 Afternoon email Day 7 Reply to last email Day 10 Morning email for demo, voicemail Day 14 Morning call, afternoon call voicemail Day 17 Email and call in morning Day 20 Breakup email, voicemail Day 1 BDR call to set demo Day 3 Morning email for demo, voicemail Day 5 Afternoon email Day 7 Email and call in morning Day 10 Breakup email, voicemail
  • 15. 15Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved RECOMMENDATIONS
  • 16. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 16 WE DISTILLED LEARNINGS TO THREE RECOMMENDATIONS What we learned from our research Segment leads early. Every onboarding flow had clear segmentation questions, and different answers led to different cadences with the sales team. None of the companies we spoke with interacted with 100% of signups. Product usage, or lack of product usage, impacts outreach cadence and further informs whether sales spends time on each lead. On average, 40% of leads never took any action in the product, disqualifying them from outreach. Leverage best practice playbooks. Companies have different plays that they run with different sized accounts and levels of salespeople to focus their efforts. It doesn’t make sense for every lead to interact with sales, only MQLs. For any given company we spoke with, less than 30% of those leads interacted with sales. Leads were scored with ICP or potential ACV in mind. Set up PQL framework to ensure that sales isn’t wasting their time on leads that were never going to convert. Change prospect outreach cadences Once a lead is qualified to begin receiving sales outreach, tailor your sales response based on the potential value of the lead. 1 2 3
  • 17. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 17 FULL FUNNEL WORKFLOW
  • 18. Proprietary and Confidential ©2020 OpenView Advisors, LLC. All Rights Reserved 18 Your Product Sells Itself, Now Hire Sales by Kyle Poyar, OpenView Selling in a PLG Company by Leadra Fishman, Twilio 6 Steps to building out a PQL Model by Ashley Murphy, OpenView ADDITIONAL RESOURCES