Bowery Capital CRO Summit 2015 Optimizing Your Sales Stack for Exponential Growth in 2016 Presented by Jake Dunlap, CEO of Skaled

1. Jake Dunlap, CEO @ Skaled
Bowery Capital CRO Summit 2015
Optimizing Your Sales Stack
For Exponential Growth in 2016

2. VP of Sales at glassdoor.com
Raised over 160 million dollars
Took the company from 0-40 person sales team in 16 months
CEO of
Worked with over 40 mid-staged startups over the last 16 months
Companies have raised nearly 200 million dollars in funding and
generated millions of dollars in new revenue
A Little About Me

3. At Skaled, we
revolutionize
revenue
development
by transforming
clients’ sales
organizations
into machines
Demand generation to grow your
top-of-funnel with qualified
appointments
Training led by practitioners who
optimize & modernize sales
processes, technology &
organizations
Process: Advancing your
playbooks and scripting to
increase success in qualification,
proposal and closing
Technology: Assessing 21 key areas
of technology, we implement and
maximize the right systems for your
needs and goals
Organizations: Specializing roles,
making data-backed hiring
decisions, rapidly onboarding &
building a winning culture to retain
top talent.

4. Trends
Options
Prioritize
Implement
The Future
AGENDA

5. TRENDS IN 3 KEY AREAS
1. Organization
2. Operations
3. Processes

6. Trends in the Sales Organization

7. Trends in the Sales Organization:
Growing Pains
29% sales orgs planning for
growth in 2016
But need to battle…..
Long ramp: 40% orgs
report 7-12 month ramp
time
High turnover: average
rep turnover now 34%
Source: Qvidian Report: Accelerating Sales Rep Ramp Time

8. Trends in the Sales Org:
Technology Augmenting the Sales Force
Purchases are driven by buyer
behavior & competition
Prospects are receiving more
emails and calls – takes 18
dials to connect with a buyer1
73% companies plan on sales
development tech purchase
20151
Technology will replace humans in
some areas
By 2020, 85% customer
interactions with the
enterprise will be managed
without talking to humans2
1TOPO Sales Development Technology Report
2Gartner
Source: TOPO Sales Development Technology Report

9. Trends in Sales Operations

10. Trends in Sales Ops:
Data Availability vs. Data Usefulness
4 in 5 sales leaders are
challenged by the amount of
data available1
89% of salespeople are
missing opportunities due to
information overload1
4,300% projected increase in
annual data generation by
20202
Data Overload
Only getting worse…
1Lattice: Why Big Data is a Big Deal for Sales
2CSC

11. Predictive Analytics
Source: Gartner
Predictive hit marketing first
Moving into sales….
Source: Gartner

12. The Rise of Predictive Analytics
Source: Salesforce State of Sales Report

13. Trends in the Sales Process

14. Changes in the Sales Process
Changes in Models & Tech:
46% of businesses are moving to
an inside sales model1
Customer success tech à 20%
increase in up-sell revenue and
50% higher retention rates2
Growing Need for Automation:
Only 2% of cold calls result in an
appointment – and it takes an
average 6.25 hours to set 1
appointment3
Companies with automated
lead management see a 10% or
greater increase in revenue
after six to nine month4
1HBR
2Gainsight
3Buzzbuilder
4Hubspot
Source: Salesforce State of Sales Report

15. Know your options
Reference
Bowery Capital Guide to Startup Sales Tools 2.0

16. Manage & Grow Your Team
Interviewing: Take the Interview
Onboarding & Training: Grovo
Coaching & Incentives: Rivalry, Hoopla
Employee feedback: 15five, Workcompass
Focus: Technology that will streamline hiring,
make training more efficient and
comprehensive, and increase retention.
Bowery Capital Guide to Startup Sales Tools 2.0

17. Manage & Grow your team
Bowery Capital Guide to Startup Sales Tools 2.0

18. Optimize Operations
CRM & Predictive:
CRM: Salesforce
Predictive: Infer
Optimization:
Operations: Insight squared, Lattice
Data Management:
Data entry: RingLead, Zapier
Focus: Technology that allows you to automate &
analyze your pipeline, providing actionable insights that
enable quick data-backed decisions.
Bowery Capital Guide to Startup Sales Tools 2.0

19. Optimize Operations
Bowery Capital Guide to Startup Sales Tools 2.0

20. Optimize the Sales Process
Smarketing:
Social sales: Socedo
Alignment: ListenLoop, Spiderbook
Sales development:
Lead gen: Salesloft, LinkedIn, Datanyze
Email management: Outreach
Sales:
Calling: ConnectAndSell
Customer success:
Customer success: Gainsight
Customer engagement: Skilljar
Focus:
Technology that
will streamline
the sales
process, and
allow you to
better
understand and
target, with
more high-
quality
conversations.

21. Optimize the Sales Processes
Bowery Capital Guide to Startup Sales Tools 2.0

22. ASSESS & PRIORITIZE
Needs Analysis: TOF & Pipeline
Diagram Lead & Technology Flow
Talk to Your Team
Make the Decision
Selling to Leadership

23. Assessment Step 1:
Needs Analysis TOF
What is our ICP?
Where are our target
prospects & how do
they want to be
engaged?
How do we generate
leads? Lead flow
diagram à
VS. how do we want to
generate leads?
Source: ringio
TOF:

24. Assessment Step 2:
Needs Analysis
Pipeline & Metrics
What does my sales cycle look like?
What type of information do our buyers consume as they
move through their buying process?
What type of information do I need to report?
Tracking trends to determine what matters:
Stage to stage conversion rates
Average deal size
Sales Cycle
Opportunity Pipeline
Source: ringio

25. Assessment Step 3:
Diagram Your Technology Flow
Source: ringio

26. Don’t forget: talk to your team
Use tools to streamline processes and allow reps
to spend more time with prospects
Ask your team about their biggest pains

27. Discovery
Research
Resources: Bowery Startup Sales
Tools
G2 crowd reviews

28. Deciding to invest
What is
the
impact
of solving
the pain
point?
What will
the
project
cost?
How will
your
project
disrupt
existing
workflows
?
How long
before the
project
proves
ROI?
Why
should we
prioritize
over other
projects?
Most importantly:
Don’t make the investment in a new
tool unless you’re ready to also
invest in necessary training and
support to maximize the tool.
Source: Insight Squared Sales Ops Handbook

29. Selling to Leadership:
Proving ROI
Source: Insight Squared Sales Ops Handbook

30. IMPLEMENTATION & TRAINING

31. Sales reps waste over 50%1
of their time every day just
trying to access the tools
and content needed to
do their job
1CSO Insights
2TopoHQ
3Qvidian
Consequences of
Poor Training & Support
Only 15% of sales
technology
purchases result in
increased revenue2
Source: Qvidian Report: Accelerating Sales Rep Ramp Time

32. Improving Adoption
FOCUS ON THE WHY
Readily Available Materials
Use the sales training materials post training
Make sure tools and workflows are added
to sales playbooks
Build Support & Feedback Infrastructure
Make sales rep and manager interactions
work
Use metrics for reinforcement
Source: Vorsight

33. PREPPING FOR THE FUTURE

34. Prepping for the future:
Automating Calls & Analytics
Optimizing the sales
process with
automatic dialers &
predictive analytics
Takes 18 dials to
connect with a
buyer1
Source: Infer
Source: Salesforce State of Sales Report
1TOPO Sales Development Technology Report

35. Conclusions
Changing buyer behavior à growing need
to automate the sales process
Successful teams are already adopting
tech and you can’t compete without it
You need a process to strategically decide
on tech investments
Your systems & team must be agile to
experiment & implement new tech
You must commit to training & support

36. Thank you!
Email me with any questions or comments
jake@skaled.com
Follow me
@JakeTDunlap
Follow Skaled
@Skaledcom