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TRACTION	CONFERENCE:	
Designing	&	Op4mizing		
The	Sales	Machine	for	Hyper	Growth
Jake	Dunlap	
SKALED	|	FOUNDER	&	CEO	
	
	
●  First	scaling	VP	of	Sales	at		
●  Head	of	Sales	at	Chartbeat	
●  Helped	recent	and	current	clients	raise	over	
$300	million	through	Skaled’s	engagements	
●  Works	with	global	2000	and	startup	
companies	
	
																													@JakeTDunlap	
																														#SalesMachineTalk		
	
About	Me
About	Skaled	
Skaled	is	a	modern	sales-consul4ng	firm	
that	helps	startup	and	established	
companies	scale	more	efficiently.		
	
Helping	clients	op4mize	their	sales	
processes,	people,	and	technology	to	
accelerate	business	growth,	Skaled’s	sales	
experts	serve	as	a	team	extension	to	tackle	
and	solve	scaling	challenges.	
	
	
Text	‘Skaled’	to	22333	to	par4cipate	in	our	Live	Polls!
●  Part	I:	HIRING	
o  How	to	build	out	a	sales	team	early	on	
that	scales	over4me	
	
●  Part	II:	SALES	PROCESS	
o  How	to	build	out	a	replicable	sales	
process	that	gets	you	to	mid	and	long	
tail	faster	
	
●  Part	III:	TECHNOLOGY	
o  When	and	how	to	deploy	technology	
to	accelerate	growth	and	efficiency	at	
various	stages	
Agenda
Live	Poll
Part	I:	HIRING
●  29%	of	sales	orgs	are	planning	on	growing.	However,	these	teams	
are	badling…	
o  Long	ramp:	40%	orgs	report	
7–12	month	ramp	4me	
o  High	turnover:	Average	rep	
turnover	now	34%	
	
	
	
	
	
	
	
	
	
2016	Hiring	Stats	
Source:	Qvidian	Accelera4ng	Sales	Rep	Ramp	Time
Making	The	Right	Sales	Hires	
Source:	Hire	Right,	Higher	Profits	
●  90%	of	sales	hires	fall	in	
the	“limbo”	group	
	
●  Our	job	isn’t	to	find	the	
top	5%.	Our	job	is	to	
take	the	90%	and	find	
the	diamonds	in	the	
rough.
What	Needs	To	Be	In	Place	Before	You	Hire?		
	
●  Targets,	talk	tracks,	scrip4ng,	cadence	
●  Interviewing,	hiring,	and	onboarding	process
"As	much	as	80%	of	employee	turnover	is	
due	to	bad	hiring	decisions.”		
-	Harvard	Business	Review
Outsourced	Help	
●  Build	and	scrub	lists	
Sales	Development	Reps		
●  Build	lists,	call	&	email	leads,	use	prospec4ng	tools	
●  SDRs	can	be	brought	on	immediately	to	help	bring	in	more	leads/can	
also	be	outsourced	
Account	ExecuCves		
●  Complete	demos,	nego4ate	terms,	uncover	pain	points	
●  Hire	an	AE	when	you	don’t	have	enough	4me	to	take	all	the	incoming	
mee4ngs	
Which	Roles	Should	You	Fill?
Onboarding	
●  As	this	becomes	a	4me	suck,	you	should	consider	making	this	its	own	
func4on.		Very	repe44ve	and	easy	to	hire	into	
Account	Management	
●  Manage	the	business	rela4onship	-	renewal	and	upsell	
●  Focused	on	partnering	with	CS	to	build	a	holis4c	account	strategy	
Customer	Success	
●  Client	deployment	&	success,	nurture	customer	advocacy,	iden4fy	
upsell	opportuni4es			
●  Specialize	when	you’re	bringing	customers	in	rapidly	and	need	to	
train	them	to	ensure	success		
	
Hiring	Roles:	AM	&	CS	-	What’s	The	Difference?
Sales	Ops	-	usually	aJer	about	10	people	in	the	department	
●  Ask	every	CEO	the	one	role	they	should	have	hired	earlier	in	the	sales	
org	.	.	.	Sales	Ops	will	be	a	top	choice	
●  Repor4ng	and	forecas4ng	
●  Determine	key	metrics	&	tools,	ensure	transparency	&	adop4on,	
manage	training	&	change	
●  Liaison	between	sales	and	marke4ng,	finance,	ops	and	product	at	
4mes	
Sales	Enablement	
●  Training,	collateral,	liaison	between	marke4ng	and	sales	
	
	
Hiring	Roles:	Support	Roles
●  End	managers	cloning	bias	-	DON’T	try	
to	clone	yourself	-	you	don’t	exist	
anywhere	else	but	in	the	seat	you	are	
in	now!	
●  Stop	looking	for	universal	“sales	
effec4veness”	characteris4cs	
●  Understand	the	relevant	sales	tasks	in	
your	market	and	strategy	
●  Focus	on	behavior...not	just	culture	fit	
-	the	hard	things	about	hard	things	
methodology	
	
	
Hire	For	The	Task	&	Focus	On	Behavior
Yesterday’s	sales	strengths	have	become	
today’s	minimum	skill	requirements.
●  Guaranteed,	compe44ve	base	salary	
●  Commission	that	is	a	rela4vely	low	%	of	the	
deal	
o  8-11%	of	the	first	year	ACV,	some4mes	
less	
●  Quarterly	kicker	and	50%	floor	
o  Lots	of	accelerators	and	decelerators	
●  Rela4vely	high	quota	-	shoot	for	1	 	6	ra4o	
●  Almost	complete	hand-off	of	customers	to	
“others”	
Simple	Guidelines	for	Compensa4on	
	
	
	
	
	
Sources:	Matrix	Partners	and	Skaled	|	Jason	Lemkin,	Saastr	and	Jake	Dunlap
What	Sales	Costs	Should	Look	Like	
	
	
	
CAC	Payback	
●  Good						24	months	
●  Beder				12-24	months	
●  Best								<	12	months	
	
LTV	divided	by	CAC	
●  Good					3x	
●  Beder				3-5x	
●  Best							5x+
Part	II:	SALES	PROCESS
●  Start	by	observing	
●  Map	your	observa4on	to	a	generic	example	
●  Define	the	prospect	ac4on	that	moves	them	to	the	next	stage	
●  Iterate	over	4me	
Create	a	Sales	Process	Map
“70%	of	the	buyer’s	journey	is	complete	
before	a	buyer	even	reaches	out	to	sales.”		
-	SiriusDecisions	
	
Understanding	Buyer	Journey
1.  They	idenCfy	the	need	BUT…..do		
	
2.  They	want	it	solved	and…	
	
3.  They	feel	comfortable	with	the	next	steps	
	
You	have	to	address	all	three!	
	
Address	All	Key	Reasons	People	Buy
Three	DisCnct	Phases:	
1.  Discovery	Phase:	Qualify	&	Engage	
2.  Ini4al	Evalua4on:	Prescribe,	not	Propose	
3.  Formal	Evalua4on:	Finalize	details	for	partnership	
and	roll-out	
Designing	The	Ul4mate	Sales	Process
●  Qualify	
●  Understand	buying	process	and	key	areas	of	opportunity	
●  Create	the	need	
●  Create	excitement	
●  Close	for	next	mee4ng	with	relevant	stakeholders	
	
	6	key	steps:	
Credibility	
&	Control	
Role	&	Fit	
Self	
Discovery	
&	Pains	
World	
View	
Alignment	
Matching	 Progress	
Agreement	
PHASE	I:	Discovery
●  Create	the	right	environment	
●  Recap	known	key	points	and	enable	addi4onal	discovery	
●  Worldview	high	level	and	company	specifics	
●  Lay	out	plan	to	solve	cri4cal,	agreed	upon	gaps	
●  Implementa4on	plan	
●  Layout	the	complete	prescrip4on	
PHASE	II:	Ini4al	Evalua4on
●  Bringing	together	addi4onal	stakeholders		
●  Walking	through	the	ini4al	outline	of	partnership	
●  Gain	agreement	to	have	end-user	test	the	product		
●  This	is	not	a	final	proposal!	It’s	the	ini4al	thought	on	how	
we	could	partner	based	on	the	first	conversa4on	
PHASE	II:	Ini4al	Evalua4on
Credibility	
&	control	
Discovery	
Recap	&	
Agreement	
World	View	
statement	
and	
Company	
Details	
Solu4on	
Alignment	
Implementa4on	
Best	Prac4ces	
Progress	
Agreement	
Just	like	Discovery	Phase,	there	are	certain	steps	
to	take:
The	most	le{	out	part...	
	
	
	
	
	
PLANS	FOR	IMPLEMENTATION:		
Requirements	&	Expecta4ons	
People	
involved	from	
their	side	
Training	
schedules	
Dura4on	and	
4me	blocks	
People	
involved	from	
your	side
● Always	have	KPIs	and	success	metrics	established	
● Establish	that	4ming	is	right	to	run	a	trial	now	
● Separate	out	end-user	mee4ngs	from	decision	maker	
mee4ngs	
Mastering the POC (Proof of Concept)
Ini4al	evalua4on,	engaging	end-users	and	presen4ng	final	partnership	
plan	
	
Decision	Maker	Track	
●  Revising	outline	from	ini4al	evalua4on	
●  Con4nuing	reconfirm	priori4es	
●  Working	through	the	T&Cs	
	
Walkthrough	Final	Proposal	
●  Make	necessary	adjustments,	as	needed	
●  Lay	out	the	decision	making	4meline	
PHASE	III:	Formal	Evalua4on
●  Understand	why	people	buy	and	adapt	your	process	to	your	
prospect		
●  Educate	first	and	then	sell	
o  Educa4on	on	the	industry/trends,	no	product	dumping!	
●  If	you	don’t	remove	barriers	and	project	manage	
implementa4on,	the	big	deals	won’t	get	done	
Main	Takeaways	About	The	Sales	Process
Part	III:	TECHNOLOGY
“By	2020,	companies	will	manage	85%	of	
Sales	with	so{ware”	-	Gartner
PredicCve	
●  Velocify	
●  6sense	
●  Infer	
●  DataHug	
Sourcing/Research	
●  InsideView	
●  Datanyze	
●  Clearbit	
●  ZoomInfo	
●  Spiderbooks	
SDR	Tech
Outreach	-	this	is	the	Cp	of	iceberg!	
●  ConnectAndSell	
●  SalesLo{	Cadence	
●  Outreach.io	
●  PersistIQ	
●  Toutapp	
●  Yesware	
●  Engagio	
●  Growbots	
	
Social	Selling	
●  Socedo	
●  InsightPool	
	
SDR	Tech	(cont.)
Opportunity	management	
●  RingLead	
●  Adach.io	
●  Pipedrive	
●  InsideSales.com	
●  InsightSquared	
●  La•ce	
	
Sales	cycle	management	
●  Salesforce	
Sales	Tech
Customer	Success	Tech	
	
	
	
	
	
	
	
	
	
Customer	success	
●  GainSight	
●  Totango	
Customer	engagement	
●  Handwri4ng.io	
●  Videolicious	
●  SkillJar
Predic4ons	for	Tech	Trends	
	
	
Source:	Salesforce	State	of	Sales	report	
•  Smart	selling	fueled	by	predic4ve	analy4cs	will	jump	
77%	among	high	performing	sales	organiza4ons	in	the	
next	12	–	18	months.	
•  60%	of	high-performing	sales	teams	already	use	or	are	
planning	to	use	a	mobile	sales	apps.
Predic4ons	for	Tech	Trends	
	
	
	
	
	
	
	
	
	Source:	Salesforce	State	of	Sales	report
High-Performing Sales Teams Are 3.5x More Likely to Use
Sales Analytics than Underperforming Teams
Source:	Salesforce	State	of	Sales	report
Sales	automa4on	and	predic4ve	analy4cs	to	rise.		
How	do	you	keep	up?	
	
●  Changing	buyer	behavior	->	growing	need	to	automate	
the	sales	process	
●  Successful	teams	are	already	adop4ng	tech	->	can’t	
compete	without	it	
●  You	need	a	process	to	decide	on	tech	investments	
●  Your	systems	and	teams	must	be	agile	and	experiment	
with	new	tech	
●  You	must	commit	to	training	&	support	
Predic4ons	for	Tech	Trends
@JakeTDunlap
Jake@Skaled.com
www.Skaled.com
Ques4ons?

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