Revenue Summit 2018 San Francisco Full Funnel Forecasting: Pipeline Metrics, Sales Process and Opportunity Qualification Speakers: Jaimie Buss - VP of Sales in Americas, Zendesk Ran Xiao - Director of Sales & Customer Operations, Zendesk Check out SalesHacker.com for the most up to date sales strategies, tactics, and hacks.

1. Full Funnel Forecasting

2. Revenue Summit 2018
Jaimie Buss
VP of Sales, N. America - Zendesk
@jfbuss
Ran Xiao
Director of Sales & Customer Operations - Zendesk
@ranxiao

3. Which Deals? Will close for
how much?
And WHEN?
Goal: Land within 5% of Commit
Revenue Summit 2018
5

4. Day One at Zendesk….
Revenue Summit 2018
We were not in Kansas anymore...
Day One at Zendesk…
We were not in Kansas anymore.

5. Long Tail to Enterprise
Revenue Summit 2018
Requires different methodologies for different deal size segments
SMB
(<100 employees)
West
(100+ employees)
East
(100+ employees)
< $10K
QiQ + Trend Math
$50K+ MEDDPICC
QiQ + Trend Math
+ MEDDPICC
$10K - $50K

6. Long Tail = QiQ + Trend Math
Revenue Summit 2018
● Trends: XoX, % mix, pacing
● Leading indicators: web traffic,
leads, pipegen, ASP
● Data & tools to validate
● Industry benchmarks
● Visualize cuts in different ways
● Product launches / changes
● Business seasonality
● Marketing A/B tests
● Macro / competitive environment
Data & Science
Other External Factors
Math +
Triangulation
Forecast

7. ● Trends: XoX, % mix, pacing
● Leading indicators: web traffic,
leads, pipegen, ASP
● Data & tools to validate
● Industry benchmarks
● Visualize cuts in different ways
● Product launches / changes
● Business seasonality
● Marketing A/B tests
● Macro / competitive environment
Data & Science
Other External Factors
Math +
Triangulation
Forecast
TL;DR Math
Revenue Summit 2018

8. Sales alignment with
Marketing and Product;
small changes can
greatly impact
bookings
3 SMB Mistakes to Avoid
Revenue Summit 2018
Hire enough SMB reps
to prospect as well
(top 100 accounts,
top targets)
Don’t over-complicate
qualification: BANT
(Budget, Authority,
Need, Timing)

9. Sales Process
+
Qualification
Revenue Summit 2018
Upmarket Methodology
Upmarket Methodology

10. Revenue Summit 2018
Sales Process
Turn sales process
upside down; look
from the customer’s
perspective
Flip the perspective on its head

11. Sale Process
Revenue Summit 2018
Customer Verifiable Outcomes are Key
DiscoveryQualify
Solution
review
Solution
validation
Contracting
/ Verbal
Closed
Attends
qualification
meeting, agrees
to discovery
call

12. Sale Process
Revenue Summit 2018
Customer Verifiable Outcomes are Key
DiscoveryQualify
Solution
review
Solution
validation
Contracting
/ Verbal
Closed
Attends
qualification
meeting, agrees
to discovery
call
Attends
discovery call,
agrees to demo
with key
stakeholders,
validates mutual
action plan
(MAP)

13. Sale Process
Revenue Summit 2018
Customer Verifiable Outcomes are Key
DiscoveryQualify
Solution
review
Solution
validation
Contracting
/ Verbal
Closed
Attends
qualification
meeting, agrees
to discovery
call
Attends
discovery call,
agrees to demo
with key
stakeholders,
validates mutual
action plan
(MAP)
Confirms do
nothing is off
the table,
confirms tech
requirements
are met

14. Sale Process
Revenue Summit 2018
Customer Verifiable Outcomes are Key
DiscoveryQualify
Solution
review
Solution
validation
Contracting
/ Verbal
Closed
Attends
qualification
meeting, agrees
to discovery
call
Attends
discovery call,
agrees to demo
with key
stakeholders,
validates mutual
action plan
(MAP)
Confirms do
nothing is off
the table,
confirms tech
requirements
are met
Confirms
technical
selection,
confirms paper
process,
ensures
stakeholders
consensus

15. Sale Process
Revenue Summit 2018
Customer Verifiable Outcomes are Key
DiscoveryQualify
Solution
review
Solution
validation
Contracting
/ Verbal
Closed
Attends
qualification
meeting, agrees
to discovery
call
Attends
discovery call,
agrees to demo
with key
stakeholders,
validates mutual
action plan
(MAP)
Confirms do
nothing is off
the table,
confirms tech
requirements
are met
Confirms
technical
selection,
confirms paper
process,
ensures
stakeholders
consensus
Economic
buyer confirms
decision, signs
contracts /
documents

16. Sale Process
Revenue Summit 2018
Customer Verifiable Outcomes are Key
DiscoveryQualify
Solution
review
Solution
validation
Contracting
/ Verbal
Closed
Attends
qualification
meeting, agrees
to discovery
call
Attends
discovery call,
agrees to demo
with key
stakeholders,
validates mutual
action plan
(MAP)
Confirms do
nothing is off
the table,
confirms tech
requirements
are met
Confirms
technical
selection,
confirms paper
process,
ensures
stakeholders
consensus
Economic
buyer confirms
decision, signs
contracts /
documents
Opportunity
books

17. Qualification
Revenue Summit 2018
Who, what and most importantly, when, will the deal close
M E D D P I C C

18. Qualification
Revenue Summit 2018
Who, what and most importantly, when, will the deal close
M
Quantifiable justification;
economic impact
Metric
P
What documentation is
needed to book the
order, and how long do
those processes take?
SO, PO, MSA, SOW?
etc.
Paper
Process
E
Who can approve and
move budget
Economic
Buyer
I
What is driving the
prospect to change?
How acute is that pain?
Identified
Pain
D
What are the technical
and business
requirements
Decision
Criteria
C
Who has power,
influence and something
to gain by your
deployment?
Champion
D
Who are the
stakeholders, influencers,
approvers
Decision
Process
C
Who are you competing
against? It is often times
“business as usual”
Competition

19. M
Quantifiable justification;
economic impact
Metric
P
What documentation is
needed to book the
order, and how long do
those processes take?
SO, PO, MSA, SOW?
etc.
Paper
Process
E
Who can approve and
move budget
Economic
Buyer
I
What is driving the
prospect to change?
How acute is that pain?
Identified
Pain
D
What are the technical
and business
requirements
Decision
Criteria
C
Who has power,
influence and something
to gain by your
deployment?
Champion
D
Who are the
stakeholders, influencers,
approvers
Decision
Process
C
Who are you competing
against? It is often times
“business as usual”
Competition
Qualification
Revenue Summit 2018
Who, what and most importantly, when, will the deal close

20. Revenue Summit 2018
THANK YOU
VP Sales N. America, Zendesk
@jfbuss
JAIMIE BUSS
Director Sales & Customer Ops, Zendesk
@ranxiao
RAN XIAO