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Sales Leaders: Aaron Ross’ Playbook to Re-Ignite Growth

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In this brand new tactical keynote, Aaron Ross will dive into the surprisingly few reasons that revenue growth stalls and stutters at even the best companies, no matter how hard they are pushing for it.

Veröffentlicht in: Vertrieb
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Sales Leaders: Aaron Ross’ Playbook to Re-Ignite Growth

  1. 1. The Playbook For (Re)Igniting Growth
  2. 2. A dozen major updates 2nd Edition…
  3. 3. Top 4 Reasons Revenue Plateaus 1. You’re trying to skip a step 2. Not enough sales roles 3. Word-of-mouth dependence 4. Unpredictable lead generation
  4. 4. Skipping a step
  5. 5. The Missing Step
  6. 6. #1 Mistake “Trying to force progress by jumping ahead before completing the current phase” - David Skok-
  7. 7. The ”Inevitable” Sagemount Playbook
  8. 8. How Sagemount Triples Value in 3 Years
  9. 9. Example: $40m investment • IT Services Company with 150 Employees • Lead sources: Partners, referrals, inbound • 6 generalist salespeople doing it all • Goal: triple growth from 10% to 30%
  10. 10. 3 Primary Metrics # New initial qualified meetings held # Proposals sent, and Opportunities won / revenue
  11. 11. 1. Specialize Sales Roles (all the way) 2. Nail A Niche 3. Ramp Leadgen (Outbound Prospecting) The “Inevitable” Sagemount Playbook (Highlights)
  12. 12. Specialization => Focus
  13. 13. Where Sales Misses Out YES!! Split “Inbound Sales Dev Reps” (inbound lead qualification) from “Outbound Business Dev Reps” (prospectors) YES!! Split Account Management from Closing
  14. 14. Nail A Niche: How Twilio Nailed A Billion-Dollar Niche By Customers’ Shoes
  15. 15. Paid growth (like outbound) will fail until you Nail A Niche You want to escape word-of-mouth & brand dependency
  16. 16. How clear or confusing is your message? We are a lean, agile team of consultants, analysts & developers serving a market sector usually overlooked and underserved by larger consulting firms: small and middle- market companies...
  17. 17. Your confusing your prospects! (And your salespeople)
  18. 18. Nail A Niche… Niche <> Small Niche = Focused
  19. 19. When are you a “nice to have” vs When are you a “need to have”
  20. 20. Twilio gets its people out of the ivory tower (aka their cubes) and into the lives and minds of customers How Twilio did it…
  21. 21. 1. Walk (literally) in your customers’ shoes 2. Make your lawyers build apps
  22. 22. “Who’s in charge of receivables?” TO “Who handles patient cash?”
  23. 23. Ramp Leadgen Dream of people clamoring for your product? Predictable lead generation is your lever for growth
  24. 24. Seeds, Nets, Spears
  25. 25. • A.I. • Email templates & scripts • Account-based anything • Apps • Lists Outbound is NOT all about…
  26. 26. Outbound is all about…
  27. 27. Classic Outbound Funnel 1. Activity Metrics (Email, Phone, Social) 2. Results Metrics (Conversations, Meetings) 3. # Qualified, Audited Opportunities 4. Pipeline Creation Rate 5. Win Rates (Outbound Goal: 20%)
  28. 28. Examples • MOBI: From 3-5 meetings per month to 30+ per month ($250k ACV) • Kemberton: from failures to extra $1m Year 1 • Acquia: added extra $30m in 3 years (just sold to Vista $1b)
  29. 29. Zuora’s Outbound SDR Funnel 10 NEW ACCOUNT PLANS 200–400 CONTACTS ADDED 600 DIALS (30/DAY) 1200 NEW COLD EMAILS. 16 “ARE WE A FIT CALLS” 4 SALES ACCPT OPP’S (20% WIN RATE) 2 TECH DEMOS $100K ARR
  30. 30. 1. Clean separation of “Inbound SDRs” and prospectors 2. Prospectors matched to 1-3 specific Salespeople/AEs 3. Comp on “Accepted Opportunities” and/or Revenue 4. CRM: use “Accounts”, not “Leads,” for outbound 5. Managers: no more than 10 reports 6. Territories (geo or not) required! Some “SalesDev Operating System” Highlights Focus, Quality, Scalability
  31. 31. To (Re)Ignite Growth 1. Slow Down: are you trying to skip predictable growth systems? 2. Sales Specialization: Add another role 3. Nail A Niche: Stop guessing, learn to read their minds (ex: Interviews) 4. Predictable Leadgen: - Not doing outbound? Assign 1 person to make a plan - Doing outbound? Fix dashboards + ‘SalesDev Operating System’
  32. 32. “Best Business Book I’ve Ever Read” “The Growth Bible of Silicon Valley” FromImpossible.com air@predictablerevenue.com

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