Predictable Revenue Author and Co-Founder Aaron Ross' SaaStr Europa 2018 presentation on the latest in build a world class outbound sales team.

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The Latest, State-of-the-Art
in Building a World Class
Outbound Team
Aaron ‘air’ Ross
Co-Founder & Author | Predictable Revenue “The
Outbound Success Company
@motoceo

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billions created:
Salesforce.com
Oracle
SAP
small co’s
global

4. Uber-Trend:
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5. Uber-Trend:
Info & Choice Overload
=> Confusion, Indecision
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CAUSING…
Missed goals
Wasted months…or year(s)
Wasted budget
AND WASTED
OPPORTUNITY!

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MORE CLUES…
High sales turnover (>10%)
Not enough appointments/pipeline
Appointments don’t close
Internal team conflict
Customer churn

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WHY?
1. Superficial salesspecialization
2. Haven’t ‘Nailed A Niche’ yet
3. Outbound ismisunderstood

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“Predictable Revenue” in one
word:
FOCUS

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1.your customers
2.your (sales)people
Youwin if you cut throughthe overwhelm and
complexityfor both:

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3 steps to making more
MONEY

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POWER REPEATABLE
GROWTH WITH
1. Sales Specialization
2. NailA Niche
3. Add Outboundto Inbound

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1.SPECIALIZATION

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WHERE PEOPLE GO WRONG
Maybe: splitlist-building from Outbound Prospectors
Yes: splitInbound Qualifiers from Outbound Prospectors
Yes: splitClosing from Customer Success

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COMMON RATIOS
1inboundlead responderper400 inboundleads a
month(that needhuman review)
1prospectorper0.5-4salespeople

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OBJECTIONS
“we’re too small”
“won’t relationships & service suffer?”

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2. NAIL A NICHE

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27. You’re confusing
prospects!
(and your salespeople)
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nail your niche
niche <> small
niche = focused

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tip: to win, be a big fish in a small pond
it’s easier to make the
pond smaller than the
fish bigger

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examples
Amazon: books
Zappos: shoes
Salesforce.com: SFA
Predictable Revenue: outbound

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need vs. nice
are you a NICE-to-have?
to which kinds of customers are
you a NEED-to-have?

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what do customers want?
people don’t care what you
do...
they care about
what you can do for
them

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Improve your messaging
TODAY
“how do you help customers?”
“so what?”
“what’s so great about that?” (WSGAT)

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example: selling to USA healthcare companies
”who’s in charge of receivables?”
vs.
“who’s in charge of patient cash collections?”

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3 months of struggle…
4 appointments a month

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After Nailing a Niche, 300%+ improvement:
8-12 appointments a month
$90,000 in new revenue in 2 months

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3. Add Outbound To Inbound

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3. Add Outbound To Inbound

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Are you “Too successful at inbound”?
• Culture change
• Different “Ideal Customer Profiles”
• Roles change
• New process, metrics
Don't wait for your inbound leads to plateau

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in 4-12 months…
Internal Team: 5-15 Qualified Opportunities per
prospector per month
Outsourcing: 10+ Accepted Appointments per
month
Goal: 20% Win Rate

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Variables in outbound results/risk
• executive commitment
• undifferentiated / in a crowded space
• people / leadership
• starting model
• product vs. services
• deal sizes

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start with the end in mind
- growth -
vs.
- simple -

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starting model options
a) internal Team
b) external Team
c) parallel (external + internal)
d) scrappy

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tips for Internal Teams
1) Avoid remote hires if possible
2) When you start something new, start with
two
3)…

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Outboundis NOTall about
AI
emailtemplates
account-basedsales
apps
lists

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Outboundis all about…

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Outbound funnel
1. Activity Metrics (Email, Phone, Social)
2. Results Metrics (Conversations, Meetings)
3. # Qualified, AUDITED Opportunities
4. Pipeline Creation Rate
5. Win Rates (Outbound Goal: 20%)

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Outbound funnel - mistakes
1. Using“Leads”insteadof“Accounts”
2. Tying comptomeetings
3. Combininginbound and outbound in one dashboard
4. NotauditingEVERYoutboundopportunity

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Without integrity, it willfail

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Summary: cut through the overwhelm with-
1. SalesSpecialization
– addmore roles
2. NailA Niche
– do3 interviews!
3. AddOutbound toInbound
– assigna singleOwner OR
-fix the dashboards

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Free Consult or Milestones Copy
If you’re too successfulat INBOUND
Or
You’re wanting helpwith your USA outbound strategy
Get started today at www.PredictableRevenue.com/SaaStrEU

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