GoodCall - Getting to your first 100k MRR with Outbound Sales
1. Getting to your first 100k MRR with
outbound sales automation
Nick Holmes a Court
Founder and CEO
2. SPEAKER PROFILE
FOUNDED 3 VC FUNDED COMPANIES – 40 ANGEL INVESTMENTS
Nick Holmes a Court
@nickhac
PREVIOUSLY
CURRENTLY
3. AGENDA
1. Finding the right target market
2. Testing for your ideal target customer
3. Optimising the right sales messaging
4. Automating outbound sales process
5. Hiring and onboarding sales reps
6. Measuring the process for repeatable growth
GETTING TO YOUR FIRST 100K MRR WITH
OUTBOUND SALES AUTOMATION
4. 1. Finding the right target market
• Brainstorm all potential target markets for your customer
• Use services like ZoomInfo / GoodCall to size these markets
5. 2. Testing for your ideal customer
• Need to find their pain points / our value props
• Should you discuss your benefits or features?
Example 1: “As a marketing
manager, you may be struggling
to generate the leads your sales
team needs, our sales automation
software can 3x the performance
of your existing lists
6. 2. Testing for your ideal customer
• Need to find their pain points / our value props
• Should you discuss your benefits or features?
Example 2: “It may be time
consuming for you to produce high
quality reports for your VP Sales
manager each month, our report
wizard will give you deep dive
insights PDF with 1 click. `”
7. 2. Testing for your ideal customer
• Result: A clear understand of which customers should want to
purchase your product and why
Market
Value
Prop
Feature
/
Benefit
Marke(ng
Manager
Increase
#
Sales
Leads
Generated
with
less
work
Email
sales
automa(on
that
drips
emails
out
without
sales
effort
Marke(ng
Manager
Improve
insights
from
monthly
reports
for
my
manager
1
Click
PDF
Report
Generator
Marke(ng
Manager
Automate
the
manual
process
of
list
purchasing
Integrated
database
of
100M+
contacts
VP
Sales
Increase
revenue
per
month
with
same
headcount
Email
sales
automa(on
that
drips
emails
out
without
human
effort
VP
Sales
BeLer
visibility
into
best
performing
market
segment
Sales
performance
analy(cs
reports
VP
Sales
Save
costs
and
eliminate
need
to
hire
SDRs
which
is
(me
consiming
Outsource
your
SDR
to
a
sales
automa(on
plaNorm
8. 3. Optimising the right sales messaging
Combining our Markets / Value Props and Contact Lists, we are
now ready to start testing sales messaging
• A/B Testing using email platform of choice
• MailChimp, GoodCall, Outreach.io
Email Performance
• Expect 10-30% open rates
• Expect 1-5% reply rates on your first email
• Follow up automation is key to better results (more later)
9. 3. Optimising Subject Lines
• Best open rate performance we have ever seen 71%
• Industry Average 11% - Source Mailchimp
10. 3. Optimising the right sales messaging
Our performance tips for email delivery
• Always send sales emails not marketing emails
• People buy from people.
• Wednesday / Thursdays are regarding as the best days
• 8am or 3pm delivery time
• Follow up’s matter more than timing (more later)
11. 3. Anatomy of a sales email
Short and sweet, use your content from value prop / feature work
Hi
Jim
Saw
you
are
the
Marke(ng
Manager
over
there
at
ACME.
Many
marke(ng
managers
find
it
(me
consuming
to
produce
month
end
reports
for
their
VP
sales.
At
NewCo,
our
1
Click
Marke(ng
Report
PDF
generator
may
be
able
to
save
you
hours.
What
day
next
week
could
we
have
a
15
minute
call
to
review?
Jim
Halpert
NewCo
Inc
25
Taylor
St,
San
Francisco
415-‐691-‐0706
12. 3. Types of email asks
Depending on how clear your buyer is, here are some asks
• When do you have 15 mins to talk?
• What day next week is best to chat?
• Who is the best person to speak with about this?
13. 3. The bubble up email
The average rep gives up after 2 follow-ups.
• Our research shows it often takes 7-12 attempts
Hi
Jim
Realize
you
are
busy,
so
just
bubbling
this
up
to
the
top
of
your
inbox.
As
men(oned,
our
1
click
marke(ng
report
PDF
generator,
may
save
you
hour
on
your
month
end
repor(ng
and
look
like
a
rockstar
to
your
boss.
What
day
next
week
could
we
have
a
15
minute
call
to
review?
Jim
415-‐691-‐0706
14. 4. Automating outbound sales process
If you want to scale quickly to 100k MRR, you need to automate
• Unfortunately sales is a numbers game
• But it can also be a science
• The power of polite persistence in email sales
15. 4. How to Automate outbound sales
For top of funnel sales email automation
• GoodCall.io, Outreach.io
For Cold Calling Automation
• ConnectAndSell.com – 8 Live Phone calls per Hour
For mid-funnel automation
• InsideSales.com, Close.io
For bottom of funnel automation
• Black magic
16. 5. Hiring and onboarding sales reps
• What to look for on the resume?
• At least 2-3 years in a single sales role.
• Lots of 9 month roles a big red flag
• Interview questions?
• What makes a great company?
• How would you design a sales process from scratch?
• What is the role of marketing in helping sales?
• Why do you want to work here?
• Great sales reps always seem to ask about commission.
17. 5. Hiring and onboarding sales reps
• Always hire sales reps in pairs
• Naturally competitive
• Assume a 3 month ramp up period
• Week 1: Product training / shadowing founder or other reps
• Month 1: Booking their own meetings
• Month 2: 10 meetings per week
• Month 3: Closing their first deals
• Sales Quota
• Individual sales reps should be able to add $8k MRR Monthly
18. 5. Managing Reps
• Weekly Activity Leaderboard the whole company can see
• Meetings
• Quotes Out
• Revenue
• Top X next deals to be closed
• Commissions
• Keep it simple, make it really attractive
• EG: 20% for the first 12 months of the customers contract
19. 6. Getting to the 100k MRR Goal
Funnel Economics
Stage
Conversion
Rate
Number
Contacts
1000
Leads
10%
100
OpportuniAes
40%
40
Customers
50%
20
How many customers do you need for 100K MRR and work back.
Is your market big enough?
20. 6. Building a sales team to 100k MRR
By combining Sales Automation and Sales Rep Hires, you can get
to 100k MRR in under 12 months
Month-‐1
Month-‐2
Month-‐3
Month-‐4
Month-‐5
Month-‐6
Month-‐7
Month-‐8
Month-‐9
Month-‐10
Month-‐11
Month-‐12
Sales
Reps
2
2
2
4
4
4
6
6
6
8
8
8
New
Deals
/Mo
(2
/Rep)
0
0
4
4
8
8
8
12
12
12
16
16
Total
Customers
0
0
4
8
16
24
32
44
56
68
84
100
New
MRR
Per
Customer
$1,000
$1,000
$1,000
$1,000
$1,200
$1,200
$1,200
$1,400
$1,400
$1,400
$1,600
$1,600
MRR
$0
$0
$4k
$8k
$19k
$28k
$38k
$61k
$78k
$95k
$134k
$160k
The fine print:
• Assumes $1k Revenue Per Customer Per Month, growing 20% Quarter on Quarter
• Assuming 0 churn, or 12 month contracts
• Assumes new reps take 3 months to get to quota
• Assumes reps have enough lead / opportunities from sales automation to close deals
21. KEY TAKEAWAYS
1. Find a big market
2. Test for your customers key pain
3. Use messaging that is proven to convert
4. Automate as much sales activity as possible
5. Have a process for quickly getting reps to quota
6. Scale up your sales process to get to $100k MRR
GETTING TO YOUR FIRST 100K MRR WITH
OUTBOUND SALES AUTOMATION
