Lunch with Spekit and SaaStr: Building a Scalable GTM Motion on a Shoestring Budget
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Zoe Hartsfield, Head of Community @ Spekit Jack Ryan, Sales Manager - New Partnerships @ SaaStr Mike Wander, Partner Manager @ SaaStr At both SaaStr and Spekit, we are small nimble teams with limited access to resources. You have to decide how you're philosophically going to approach a problem before throwing tools at it. This is how we at SaaStr and Spekit have developed a tangible/ scalable GTM motion around personalized outreach and social selling.
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Lunch with Spekit and SaaStr: Building a Scalable GTM Motion on a Shoestring Budget
- 1. Scaling GTM on a Shoestring Budget Jack Ryan Sales Manager SaaStr Zoe Hartsfield Head of Community Spekit Mike Wander Partner Manager SaaStr
- 2. Agenda ● Who Are We? ● Why Does This Matter? ● Building a GTM Function From Scratch ● Sharpening The Sword ● A Study in Brand (Your Least Expensive, Highest Impact Channels) ● So What Now? (End result) ● Start Today 2
- 3. Zoe Hartsfield Head of Community Spekit Mike Wander Partner Manager SaaStr Jack Ryan Sales Manager SaaStr 3 Introduction
- 4. 4 Building From Scratch ● Transition from founder led sales >>> sales rep led sales ● Creativity is encouraged from leadership ● Flexible guardrails (lateral limits) ● Feedback + coaching
- 5. = Can find for free What you think you need vs. What you need CRM Sales Enablement & Automation Intent Tools Account Planning Tools Scheduling Tools Forecasting Tools Deal Desk/E-Sign People Management Tools CRM Internal Communication Video Conference Tools Social prospecting Presentations Spreadsheets Data/list services Email engagement 5 Brand Management Tools Project Management Tools Prospecting Tools Data Provider Social Media Schedulers Internal Communication Tools Video Conference Tools *Study by InsideSales Avg cost per rep: $5,207/yr
- 6. Sharpen the Sword ✖ Don’t reinvent the wheel ✖ Don’t hire followers ✖ Don’t dictate and walk away ✖ Don’t just look at General metrics 6 ✔ Train on A/B testing ✔ Hire “owners” ✔ Create psychological safety (let the “stupid questions” in the door) ✔ Create cohorts: observe Individual, Account Based and Rep Based metrics
- 7. Measure What Matters 16% 9% 7% 2% 10% 45% Total Reply Rate 7
- 8. A Study in Brand 8
- 9. Why are these Brands SO BIG when these teams are so lean? 9
- 10. The Brand Ambassador Playbook Low Cost, High Impact Channels ● Go to where your ICP lives ● Create content that resonate with them Internal + External Champions ● Your employees tell a compelling story, empower them to tell it ● Your customers tell an even more interesting story, reward them for sharing Creating Repeatable Rev Plays with Brand ● Content library, frameworks, launch playbooks 10
- 11. Results We’ve Seen ● 10MM+ impressions (seeing the brand name) ● $250k/quarter in passive social selling pipeline (a non-salesperson) ● $3M+ in 15 months & proof of concept ● $1M+ & 90 meetings in less than 90 days ● 43% reply rate 11
- 12. What can your team do today? ● Make sure you have 2-3 core rev-plays to start tracking & A/B testing ● Give your team ownership over their own testing ○ More tests running, means more data to pull from 📈 ● Create a #social channel in slack ○ Encourage the team to share posts, content that’s relevant to engage with and ideas for teamwide campaigns ● Start tracking #customerlove ○ If it’s an email, reach out and ask them to share that love on social or G2 ○ If it’s on social, hype it up as a team ○ Reward the behavior you want repeated 12
- 13. Jane Smith Title Company @Twitter Jane Smith Title Company @Twitter Jane Smith Title Company @Twitter Thank You!
Editor's Notes
- Hypothesis Jack - where exactly do you start - from scratch - I was the first SDR hire at SaaStr with zero process in place .. General Prospect (Crunchbase) -> ICP (Linkedin) -> Email who are your prospects (CXOs, Founder, Marketers)? What are your metrics (10 emails per day)? How can you scale on a short timeline (4 months to annual 21’)? One person to determine what tools are needed - get to an 80% solution, bring one more to 90% solution, 95%, and so and so forth Talking points: Founder-Led Sales and transitioning to first rep - you better have product market fit and a general ICP otherwise you’re going to shoot yourself in the foot It was my job to figure out what the new story was to translate - 3 diff plays - funding, competitor, branding Flexible frameworks - if it only works for you, it’s not scalable - it should be able to utilize individual voices Conversation Starters: How do you two go about telling your own version of the SaaStr/Spekit story? Build from scratch: what are some of the pitfalls to avoid 3 years in clearly defining our ICP - that’s lead to some church. So the earlier you can get clear on who you serve, the less pain you can avoid Founder led sales- not scaleable, less personal connection, less authentic
- Execution to solution/revenue Caveat: we can do all this for free and at the barebones, which narrows down the list even more Discussion of the growth of SaaStr over the past year using three main email tools - salesloft, lavender, linkedin By remaining lean, you save on process and time to acceleration - 18 tools vs 3 tools What it all boils down to - Finding your low cost, high impact tech stack Digital paperweights vs Actual usage (Tech stack spend)
- Execution to solution/revenue Caveat: we can do all this for free and at the barebones, which narrows down the list even more Discussion of the growth of SaaStr over the past year using three main email tools - salesloft, lavender, linkedin By remaining lean, you save on process and time to acceleration - 18 tools vs 3 tools What it all boils down to - Finding your low cost, high impact tech stack Digital paperweights vs Actual usage (Tech stack spend)
- Why should people care to invest in your brand It’s a lot of work Is it worth the investment LEAD WITH WHY As much as I wanted to use Spekit + Saastr as examples of this, I thought it would be more meaningful to examine brands we don’t work for to have a chat around brand as an acquisition channel. So what do these 3 companies have in common?: Lavender Aspireship Thursday Night Sales -Having a killer product/offering is table stakes - it’s buy in - They all all have less than 15 FTE AND YET I see more posts from lavender employees and customers about lavender than I do from cloud 100 companies I see more love from Aspireship graduates than I do from any other bootcamp or training platform I see more member shoutouts form TNS about their weekly meetup than communities with 5x the employees to back them up. So, why are these brands so big?... Because they’ve mastered 2 sides of the same brand strategy coin -leveraging personal/professional brands to scale company reach -They have a customer base that fuels the user generated content flywheel
- **Screenshots of employee + UGC* Leverage individual personal/professional brands to scale reach 2. Customer love fuels UGC flywheel When you have limited budget and need to pack a punch there is no better story teller than your customer. When I go to trader joes and I look at a new gluten free muffin I think to myself, eh? Is it worth it? If an employee comes up to me and says “those are delicious” I might buy a pack. If I see a customer walk up and grab a pack and says “these are my favorite”, well now I am buying 2. Customer testimonials and user generated content can take us from “whether or not” to “yes and!” We often think about brand as marketing and creative. We think of it as a cost center. We think of it as immeasurable. But here are tangible examples of the ways brand and customer love can be your BEST acquisition channel. And a VERY low cost one. So here is a 10000ft playbook for you and something we at Spekit and Saastr deploy
- Could be slack communities, linkedin, twitter, discord. Wherever your buyer spends time, you should be there, contributing to the conversation, adding value and getting that familiarity foundation laid. Create content that they care about. There is an intersection between your expertise and the problems they have. That’s a goldmine for content and what you should spend the majority of your time (and your employees time) creating. Make it as easy lift on employees. I write content and help my team write content all the time. If one of my reps reaches out and has an idea, I help them craft it into a post. I give them frameworks, like mannequins of content for them to make their own. Copy and pasted generic marketing content gets suppressed by most platforms, so do it differently. It’s a little more backend work with WAY bigger impact. Incentivise your customers. When they share, send them something delightful as a thank you, reshare that content. Give them a platform. Elevate them. A person who is rewarded for a behavior is more likely to repeat that behavior. Human psych 101. Document everything. What worked, what didn’t. What generated opportunities. Then try it again in 6 weeks and measure. Then give it to someone else on the team 4 weeks later to try and measure. If it’s repeatable, it’s scaleable. Now you have yourself a playbook. Keep records of those things so it’s easier to teach new people who onboard. Create a culture of personal brand. It benefits the employee and it benefits your team. When you have these win-win scenarios, they’re worth doubling down on. Here are a few of the results that Jack, Mike and I have seen from our own efforts with brand evangelism….