Slides from speakers and sponsors from SalesJam 4.0, held in Durham on August 18, 2017. *Missing are slides from keynote speaker Brad Brinegar. They're posted separately on our SlideShare page.

1. August 18, 2017 | RTP, NC

2. Eric Boggs
CEO & Co-founder of RevBoss
WELCOME
Laura Baverman
Editor of ExitEvent

3. THANK YOU SPONSORS!

4. OPENING KEYNOTE
Todd Barr, Senior Director of Digital
Demand, Red Hat

5. “Ansible already finds its way into 1/3 of all
Red Hat deals…
That is staggering when you consider that Red Hat didn’t acquire Ansible until
late 2015, and Ansible didn’t even exist as a project until 2012 or as a
company until 2013. For Ansible to be contributing in a significant way to Red
Hat’s $2 billion-plus in annual revenue is a major accomplishment.”
http://www.infoworld.com/article/3187855/devops/ansibles-rise-is-fueling-red-hats-reinvention.html

6. 10 THINGSthat helped us build a powerful sales (and
marketing) engine at Ansible
or: 10 things that can help you build a repeatable GTM
model at your early-stage start-up

7. *CAVEAT
Ansible is an AWESOME technology. If
you don’t have a great product to sell,
you should probably start there.

8. *CREDIT DUE
Evan Whelchel (our head of Ansible sales and lead
gen), Gretchen Miller (our head of marketing) and
our entire Ansible sales team deserves most of the
credit for these ideas.

9. #1: Know your job
As sales & marketing management, your job is to
build a repeatable revenue model… not to get
revenue at all costs. Be transparent with your
salespeople that this is what you are doing.

10. #2: Heroes need not apply
Your sales people’s job is to follow the process and
report back feedback on the process. Random acts of
salesmanship are not actually helpful.

11. #3: Know your market
Create a sales process and tactics that serve your
prospects in an authentic and appropriate way.
Anything else is a “sales cheat”, and doesn’t help you
build a repeatable revenue model.

12. #4: Everything is a test
Test and measure everything. Guess what you can’t test
and measure? Random acts of salesmanship. So, don’t
encourage them. Encourage & reward following the
process and providing feedback on the process.

13. #5: Kill special deals.
Do special, one-off deals at your own peril. Instead,
build controlled flexibility into your model, and iterate
your model quickly in order to meet the market where
the value is.

14. #6: Try transparency.
We published our pricing and volume discounts, and it
helped drive a repeatable model. Our sales people were
transparent about how you could receive further
discounts (term commitment, volume, co-marketing,
in-quarter close). Then, we held the line.

15. #7: Telegraph change.
Salespeople rarely like change, but you must change
quickly to build a repeatable revenue model. Be
transparent, fair, trust your people, give and take, and
over-reward in the early days. Help them see the big
picture and give them a stake in changing things.

16. #8: There is no us vs. them.
There is only smarketing.
In an early stage start-up, sales & marketing must be
tied at the hip. We even called it smarketing. Yes, that’s
corny. But, everyone needs to understand we are
building and-to-end model.

17. #9: Three > Two > One
You can’t test a process if you have only one sales
person, one solutions engineer, one lead gen rep, etc. I
would rather wait to hire 2 than hire 1. 3 is even better.
Bring in a “class” if at all possible.

18. #10: Build a culture.
NOT a sales culture. A company culture. At Ansible, our
culture was described in 3 words: Kindness, Openness &
Accountability. We still use this today, even as part of
Red Hat. A strong cultural statement is a measuring
stick for everything you do - including sales.

19. BONUS! Ring the Bell!
Every sale, with details, visible to everyone in the
company. Preferably on Slack, so people can post
emojis and giphies to celebrate.

20. *THANKS!
Your mileage may vary.
Contact me at tbarr@redhat.com

21. Sponsor Logos
Thank you to our Founders Panel
session sponsor.

22. Founders Panel
Moderated by Jeff Lindsey, Principal and co-founder of Marlow Consulting Group
Sue Harnett
Founder of Replay Photos
and Rewriting the Code
Justin Winter
Co-founder of Boostopia
and Diamond Candles
Ashlyn Sanders
CEO, NEUROVice

23. Alix Bowman
Director of Customer Experience
Isaac Kikuchi
Director of Sales

24. ● The numbers (Why should you care?)
● The examples (We’re not making it up!)
● The learnin’ (You can do it too!)
● Q&A
The Circular Customer Journey:
Aligning Sales, Marketing and Customer Success to Boost
the Bottom Line

25. Two Goals:
ARR
NPS

26. Churn
is
expensive

27. http://www.forentrepreneurs.com/why-churn-is-critical-in-saas

28. No one is a better marketer,
prospector, or salesperson,
than a
deeply satisfied
customer

29. 60 day average sales cycle
Year <30 Day Cycle Total % growth <30 days % growth Total
2014 77 176 67.4% 102.3%
2015 73 224 -5.19% 27.3%
2016 159 382 117.8% 70.5%

30. Evidence of Advocacy

31. Linear Customer Journeys Are a Dead End
Marketing Sales Customer Success
Stop wasting the momentum you’ve built up with the customer!
Stories
Revenue
Referrals

32. Customer Advocacy Starts with Sharing
● Shared language
● Shared respect
● Shared knowledge

33. Shared Language Enhances Understanding
Shared language
➢ Practice active listening during sales calls
➢ Share the phrases, lingo, etc. with marketing
➢ Demonstrate industry knowledge

34. Shared Knowledge Writes a Story
Shared knowledge
➢ Don’t underestimate the value of your
sales notes
➢ Every interaction contributes to the
customer story being written in your CRM
➢ The more stories you have, the more
patterns you uncover

35. Shared Respect Builds Loyalty
Shared respect
➢ Partner relationship with Marketing and CX
➢ Treat clients like relationships, not like transactions
➢ Even a churned customer can be an advocate so
don’t burn bridges

36. Complex Customer Journeys Fuel Growth
Marketing
Sales
Customer
Success
Relationship
Referrals
Customer Advocates
Language
Leads/Dem
os

38. Thank you to our Sales Pipeline
session sponsor.

39. Lightning Talks: Sales Pipeline
Introduced by Will Barfield, Founder & CEO of Barfield Revenue Consulting
Larry Long
Director of Business
Development at Pendo Jessica Hoskin
Sales Manager at
Mati Energy
Brandon Walker
Vice President of Sales
at Untappd

48. Thank you to our Sales Pipeline
session sponsor.

49. Jessica Hoskin- Regional Sales Manager
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50. “SHOW ME THE MONEY” “DO YOU HAVE AN APPROVED BROKER?”

51. GET OUT OF YOUR OWN WAY! ● Be Fearless
● Are you passionate about your product?
● Fail Fast
● Re-evaluate your process, everyday
● Do you believe in yourself?
● Find the EMOTION in every sale
● Always ASK for the sale
● Be present in conversations with your
customers/potential customers.
● WHO DO YOU KNOW?- ask for help
How does MATI survive being the underdog
Every. Single. Day?

52. SALES PIPELINE:
CLOSING
Brandon Walker, Untappd

53. KEYNOTE ADDRESS
Brad Brinegar, CEO of McKinney

54. August 18, 2017 | RTP, NC

55. Thank you for attending SalesJam!
1. Please fill out the survey and provide feedback!
2. Find a sponsor and say THANK YOU! We can’t do
SalesJam without their support.

56. Getting Your First
10-20 Customers
Andy Roth, RocketBolt

57. Getting your first 10 customers
(…without going insane)
Andy Roth
Head of Customer Success @RocketBolt
andy@rocketbolt.com
Twitter: @RothAndrewM

58. You’ve built a great thing!

59. …uh, now what?

60. If you build it… nobody comes

61. So what do you do?

62. LITERALLY ANYTHING

63. The secret to getting early customers…

64. What does that mean?
▪ Start with things that
▪Do
▪Not
▪Scale▪ (Scaling comes later… first figure out if people will buy your thing!)

65. Okay, where do I start?
▪ Family and friends
▪ Your immediate circle
▪ Professional connections
▪ Connections of connections

66. Things that don’t scale
▪ In-person meetings
▪ Individual emails
▪ Cold-calling
▪ Taking the time to learn about each individual person you’re
selling to

67. Maximize Your Opportunities
▪ Why do things that don’t scale?
▪ It allows you to focus on each individual opportunity, tailoring each
touch for maximum impact
▪ Marketing/Awareness
▪ Sales/Demos
▪ Support/Success
▪ People do business with those who provide them value – this is
why they do business with friends!
▪ Delight your prospects, and they’ll become customers

68. Exercise: Meet Your Prospects
Get out there and talk to people… but with a twist
▪ Ask questions. Get people talking about themselves.
▪ Not just any question, though – always have a goal.
▪ What problems are they having, and how might you help them solve those
problems?
▪ Provide value.

69. What did we learn?
▪ Anyone get a good prospect? Even an actual customer?

70. This is the whole point.
▪These first customers are not going to:
▪make you rich
▪get you to cash-flow positive (or neutral)
▪prove your parents wrong
▪quiet the nagging voice in the back of your head
saying “what the hell am I doing?”

71. This is the whole point.
▪These first customers are going to:
▪Validate your idea and your business
▪Allow you to tweak as you grow
▪ where can you scale?

72. But here’s the deal:
▪ If you can hustle, you can get 10 customers…
▪ …and then you can get 20 customers.
▪ ...then 30.
▪ ...and so on.

73. But here’s the deal:
▪ And as you’re doing that...
▪ If you can take your process and make it better...
▪ …then you can get ALL the customers!

74. Questions! (Questions?)

75. Thank you to our presenting sponsor and
co-conspirator.

76. Sales Messaging Hacks
Eric Boggs, RevBoss

77. Thank you to our Sales Improv
workshop sponsor.

78. Sales Improv
Vince Beese, Sales@Scale

79. How is the Sales Improv Challenge Played?
WE are looking for volunteers that are up for the challenge - Sellers and Buyers!
1. Seller is presented a challenge and has 3 minutes to make his/her case to
Buyer. The Buyer should offer natural resistance but play along fairly
2. Then the roles reverse with a new challenge
3. We then spend the next 4 minutes to provide quick feedback and take aways

80. Everyone's a Winner!
But… not everyone wins a prize, only the top two.
At the end of the session we’ll bring up all the contestants with the audience
helping to choose the top two winners. The top two winners will receive a $50 gift
card to Sam's Quik Shop in Durham.
All our contestants will win the admiration of the audience for their bravery under
pressure. Voters will indicate their choice by standing up once the seller is
presented to the crowd. You can only stand once.

81. Kick off with Audience Warm UP
Each person pairs off with their neighbor and does their best “Personal Elevator
Pitch”.
Each take turns asking “What is it that you do?”. You have 20 seconds to give your
best and most succinct version.
EX. “My name is Vince Beese and I help companies accelerate revenue growth
through tried and true GTM strategies”
Take away - be able to present your personal value proposition on cue

82. Sales Improv Challenge
We’re looking for a few good Sellers!

83. Thank you for attending SalesJam!
1. Please fill out the survey and provide feedback!
2. Find a sponsor and say THANK YOU! We can’t do
SalesJam without their support.