Need to get B2B recurring revenue growth back on track? Sales enablement and ops expert Stephen Hallowell outlines steps to follow now, and BizOps geek Alex Laats describes how account lifecycle management can help.

1. Getting Unstuck:
PRESENTED BY:
STEPHEN HALLOWELL
VP SALES ENABLEMENT & OPERATIONS
MULESOFT
All participants
are currently
muted.
We’ll start in a
few minutes.

2. Getting Unstuck:
● Share on Social Media #bizopsunstuck
● Please Use the Chat Feature
WELCOME TO

3. ACCOUNT LIFECYCLE MANAGEMENT
CEO & Founder at Rekener
GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
HOST
CMO & Co-founder at Rekener
GETTING UNSTUCK
VP Sales Enablement & Operations at Mulesoft
LET’S GET STARTED:

4. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
● Growth rate slowing
● ASP shrinking
● Win rates declining
● LTV/CAC ratio shrinking
● Payback period for CAC lengthening

5. VP SALES ENABLEMENT & OPERATIONS, MULESOFT
• Part of 3 category-defining businesses with aggregate
market value of $6Bn
○ ConstantContact (Endurance)
○ Responsys (Oracle)
○ Mulesoft
• Experienced at scaling highly-effective sales organizations
• Holistic viewpoint, work at the intersection of sales &
marketing
PREVIOUS
● Commonwealth Capital
Ventures
● Monitor Group
EDUCATION
● BA Systems Engineering,
Dartmouth
● MBA, Tuck/Dartmouth
● Indian School of Business
GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
STEPHEN.HALLOWELL@MULESOFT.COM

6. VALUE PROPOSITION
Increase revenue through more
effective B2C email marketing
Take the pain out of integration →
Accelerate your business by changing
how IT delivers value
REVENUE
$95M → $200M
2010 → 2013
$60M → $260M*
2014 → 2017
SALES MODEL All-or-nothing Land and Expand
PRODUCT CATEGORY Established Established → New
OUTCOME
IPO in 2011
Acquired by Oracle for $1.5Bn in 2014
IPO in 2017
~$2.7Bn market cap
GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
* Run rate through 1H 2017

7. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
SCALING
DEMAND
CUSTOMER
READINESS
UNEVEN AE
PERFORMANCE

8. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
TIME
INBOUND
DEMAND
SALES
HEADCOUNT

9. TIME
DEMAND
SURPLUS
DEMAND
GAP
INBOUND
DEMAND
SALES
HEADCOUNT
GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH

10. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
“Smart
customers”
who understand
what we do
“Backwards customers”
who just don’t see the value
THE WORLD
(THROUGH THE EYES OF YOUR SALESPEOPLE)

11. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
ARR
STACK-RANK OF CUSTOMERS WITH
SIMILAR PURCHASING ABILITY

12. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
WHAT’S THE ROI?

13. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
>150%125% - 150%100% - 125%75% - 100%50% - 75%<50%
#ACCOUNTEXECS
QUOTA ATTAINMENT

14. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
From “Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to
Mainstream Customers,” G. Moore, Collins Business Essentials

15. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
● Lots of inbound
demand
● Customers
have defined
projects
● Customers
know what
problem they
are solving
● Focus on selling
product
capabilities
● Outbound
sale
● Problem not
recognized /
prioritized
● Focus on
educating
about the
problem
From “Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to
Mainstream Customers,” G. Moore, Collins Business Essentials

16. VALUECREATION
VALUE RECOGNITION
Individual
contributors
only
Organization
engages &
pays
Organization
buys at Scale
Source:CoreyThomas,CEO,Rapid7

17. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
● Lots of inbound
demand
● Customers
have defined
projects
● Customers
know what
problem they
are solving
● Focus on selling
product
capabilities
● Outbound
sale
● Problem
not
recognized
/ prioritized
● Focus on
educating
about the
problem
From “Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to
Mainstream Customers,” G. Moore, Collins Business Essentials

18. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH

19. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
● Talk with colleagues in Sales, Marketing & Product
○ Are they observing the same symptoms?
○ What potential causes have they identified?
○ What steps are they already taking to address
them?
● Use data to make the case that change is needed
○ What got us here won’t get us there
● Show that the new ways are working; celebrate
results of early adopters
● Lead and align the cross-functional team that
supports the sales org

20. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
Why customers should change - using your
product - in the first place
Who to target
What selling teams need to accomplish with
customers
How selling teams should have the
conversation

21. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
TRADITIONAL SALES PROCESS
DISCOVERY
DEM
O
COM
M
ERCIALS
Emphasis on vendor
capabilities
Does not help the customer
identify a problem!

22. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
INSIGHT-DRIVEN SALES PROCESS
ALIGN
ON
PROBLEM
/
OPPORTUNITY
AGREE TO
(VENDOR
NEUTRAL)
APPROACH
SHOW
W
HY YOU’RE
THE BEST PARTNER
COM
M
ERCIALS
Emphasis on customer
needs
Jointly identify problem

23. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
● Qualifies out
mass-market buyers
who don’t already
recognize a problem
Ability to buy now
(BANT)

24. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
● Qualifies out
mass-market buyers
who don’t already
recognize a problem
Ability to buy now
(BANT)
Need & capability to
change
● Target companies with the
greatest need for what you sell
○ Ops should identify using
externally-observable data
where possible
● Qualify based on finding
someone who:
○ Wants to learn
○ Has the capacity to create
change

25. Internal
GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
From “Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to
Mainstream Customers,” G. Moore, Collins Business Essentials
Prototype, test, and
iterate your message
and sales process
Then use their
success to bring the
rest along

26. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
Value
Proposition
Messaging
Content &
Campaigns
How can you make it as easy as possible for others to
see the world the way your best customers do?

27. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
Value
Proposition
Messaging
Content &
Campaigns
● Know why the
problem you solve
matters to
customers at both
the user and
executive level
● Ensure the
connection between
why you’re different
and how you
generate value is
crisp
How can you make it as easy as possible for others to
see the world the way your best customers do?

28. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
Value
Proposition
Messaging
Content &
Campaigns
● Know why the
problem you solve
matters to
customers at both
the user and
executive level
● Ensure the
connection between
why you’re different
and how you
generate value is
crisp
● Focus on problem
identification as
much as the solution
● Consider running a
messaging workshop
with a 3rd party
How can you make it as easy as possible for others to
see the world the way your best customers do?

29. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
Value
Proposition
Messaging
Content &
Campaigns
● Know why the
problem you solve
matters to
customers at both
the user and
executive level
● Ensure the
connection between
why you’re different
and how you
generate value is
crisp
● Focus on problem
identification as
much as the solution
● Consider running a
messaging workshop
with a 3rd party
● AE-focused
presentations and
content model
best-practice
conversations
● Marketing
campaigns and
collateral should
both set up and
reinforce this
message
How can you make it as easy as possible for others to
see the world the way your best customers do?

30. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
● Slowing growth means you’re reaching the end of one
chapter
● If you embrace the change required, you can get to the
next — even more exciting — phase
● You’re changing a complex, interdependent system.
Changing just one part won’t work
● You’re in a unique position to help your organization
recognize and respond… but you can’t go it alone.
Get exec support across sales, marketing, and product

31. GETTING UNSTUCK: OVERCOMING BARRIERS TO REVENUE GROWTH
Lead using data

32. FOUNDER & CEO OF REKENER
• Passionate leader and BizOps geek with
expertise in recurring revenue businesses
• Working to crack the code on recurring
revenue model businesses since 1999 with
Informio, RAMP, AVOKE and ZeroTurnaround
• Leader in businesses with $440 million in
liquidity events
○ NBX acq by 3Com
○ BBN acq by Raytheon
FOUNDED:
NBX, Informio, Boomerang,
AVOKE, RAMP, Rekener
EDUCATION:
MIT (Physics & Math) and
Harvard Law (JD)
ACCOUNT LIFECYCLE MANAGEMENT
ALEX@REKENER.COM

33. THE B2B OPERATIONAL DISCONNECT
WHY WE’RE HERE

34. ACCOUNT LIFECYCLE MANAGEMENT
LAND THE RIGHT
NET NEW
BUSINESS
MASTER YOUR
LAND & EXPAND
STRATEGY
RUN TARGETED
CROSS-SELL
CAMPAIGNS
REDUCE
CHURN
FIND OPTIMAL
MARKET SEGMENTS
OPTIMIZE
TERRITORIES

35. “I’M DRIVING MORE
MQLs!”
MARKETING
supported by Marketing Ops
“THE MQLs ARE BAD.
I NEED TO CLOSE DEALS!”
SALES
supported by Sales Ops
“YEAH, BUT…
YOUR DEALS CHURN!”
SUPPORT/SUCCESS
supported by Success Ops
BOARD & C-SUITE
ACCOUNT LIFECYCLE MANAGEMENT

36. ACCOUNT LIFECYCLE MANAGEMENT
● Growth rate slowing
● ASP shrinking
● Declining win rates
● LTV/CAC ratio decreasing
● Payback period for CAC lengthening

37. ACCOUNT LIFECYCLE MANAGEMENT

38. ●
●
WHAT WE TEND TO DO
●
●
●
WHAT WE NEED TO DO
ACCOUNT LIFECYCLE MANAGEMENT

39. Manage Data
Analyze
Opportunities
Test &
Operationalize
ACCOUNT LIFECYCLE MANAGEMENT

40. GO-TO-MARKET &
BIZOPS TEAMS
NET NEW
SALES TEAMS
ACCOUNT
MANAGERS
CUSTOMER
SUCCESS
MANAGERS
ACCOUNT LIFECYCLE MANAGEMENT

41. ACCOUNT LIFECYCLE MANAGEMENT
Remove barriers to revenue growth by
zooming in on account lifecycle data and
aligning your go-to-market team around the
best accounts.

42. Q & A
FOR MORE INFORMATION
https://www.rekener.com/jointhecommunity

43. Getting Unstuck:
THANK YOU!
FOR MORE INFORMATION
https://www.rekener.com/jointhecommunity