10 Key Rules to Scale Sales by Kris Duggan Sales Hacker Conference San Francisco - November 6, 2014 Visit SalesHacker.com for more sales hacks, tips, and tactics.

1. 10 Key Rules to Scale Sales
@kduggan

2. #1 Decide what kind of company you are
Free to paid
Small business
Mid to enterprise
Key learnings
Play to your strengths
BetterWorks experience
I personally lived the problem we are solving.
We also learned that we could go up-market faster.

3. #2 Target your initial customers
Email, LinkedIn, Conferences, Referrals, Social
100 outreaches to get 10 conversations to get 1 deal
Key learning
CEO must do this, not a hired gun
BetterWorks experience
First 10 paid customers each came from different tactics

7. #3 Always be listening/tuning
Iterate your messaging
‘Grandma test’ aka ‘2 beer test’
“How would you explain what you've seen”
BetterWorks experience
Started with “Fitbit for work”, currently “Enterprise goals platform”
We updated our sales deck every week for 6 months.

8. #4 Scaling requires inbound leads
Blogging, Social, PR, Newsletter,
Nurturing, Whitepaper, eBook
Thought leadership,
original thinking
BetterWorks experience
We took a year to launch, 15 leads per day prior to launch
then 100 leads per day after

11. #5 Scaling requires outbound sales
So much latent demand out there
Tighten your target market definition
Your phone is an ATM
Key learnings
Differences between inbound and outbound
Start with 2 reps

12. #6 Figure out the pricing
Early on – “We haven't figured it out yet.”
“How much would it be worth to someone like you?”
Keep it simple and always charge something
Over time, master the elements: Per user fees,
commitment term, volume tiers, payment terms, services
BetterWorks experience
$15 per user per month, now $20 per user per month
Anchor to a comparable service if you can.

13. #7 Invest in customer success
Invest early
Drives word of mouth, referrals
Enables case studies, references
Renewals, Upsell and Cross-sell
BetterWorks experience
2,500 seats sold in Q3, 250k seats in those accounts.
Our co-founder is leading Customer Success.

14. #8 Takes a lot of hard work
Sheer effort
Something from nothing
Practice makes perfect
BetterWorks experience
I talked to 80 companies in Q4 of 2013.
Applied these techniques to hiring (35 in 12 months).

15. #9 Focus on customers, you end up
getting investors too
“Ask for money, get advice.
Ask for advice, get money.”
BetterWorks experience
Spend 10x more time on customers than investors
If you are “pitching”, something is wrong.

16. #10 Goals and metrics
Measurement
Operationally excellent
Getting better all the time
BetterWorks goals for sales have 5 components:
Bookings $ Top 20 targets
Pipeline Creation $ # Meetings target
Quarterly program

17. 10 Key Rules to Scaling Sales
@kduggan