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Sales Hacker Conference San Francisco - Kris Duggan - 10 Key Rules to Scale Sales

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10 Key Rules to Scale Sales 
@kduggan

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#1 Decide what kind of company you are 
Free to paid 
Small business 
Mid to enterprise 
Key learnings 
Play to your stren...

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#2 Target your initial customers 
Email, LinkedIn, Conferences, Referrals, Social 
100 outreaches to get 10 conversations ...

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Sales Hacker Conference San Francisco - Kris Duggan - 10 Key Rules to Scale Sales

  1. 1. 10 Key Rules to Scale Sales @kduggan
  2. 2. #1 Decide what kind of company you are Free to paid Small business Mid to enterprise Key learnings Play to your strengths BetterWorks experience I personally lived the problem we are solving. We also learned that we could go up-market faster.
  3. 3. #2 Target your initial customers Email, LinkedIn, Conferences, Referrals, Social 100 outreaches to get 10 conversations to get 1 deal Key learning CEO must do this, not a hired gun BetterWorks experience First 10 paid customers each came from different tactics
  4. 4. #3 Always be listening/tuning Iterate your messaging ‘Grandma test’ aka ‘2 beer test’ “How would you explain what you've seen” BetterWorks experience Started with “Fitbit for work”, currently “Enterprise goals platform” We updated our sales deck every week for 6 months.
  5. 5. #4 Scaling requires inbound leads Blogging, Social, PR, Newsletter, Nurturing, Whitepaper, eBook Thought leadership, original thinking BetterWorks experience We took a year to launch, 15 leads per day prior to launch then 100 leads per day after
  6. 6. #5 Scaling requires outbound sales So much latent demand out there Tighten your target market definition Your phone is an ATM Key learnings Differences between inbound and outbound Start with 2 reps
  7. 7. #6 Figure out the pricing Early on – “We haven't figured it out yet.” “How much would it be worth to someone like you?” Keep it simple and always charge something Over time, master the elements: Per user fees, commitment term, volume tiers, payment terms, services BetterWorks experience $15 per user per month, now $20 per user per month Anchor to a comparable service if you can.
  8. 8. #7 Invest in customer success Invest early Drives word of mouth, referrals Enables case studies, references Renewals, Upsell and Cross-sell BetterWorks experience 2,500 seats sold in Q3, 250k seats in those accounts. Our co-founder is leading Customer Success.
  9. 9. #8 Takes a lot of hard work Sheer effort Something from nothing Practice makes perfect BetterWorks experience I talked to 80 companies in Q4 of 2013. Applied these techniques to hiring (35 in 12 months).
  10. 10. #9 Focus on customers, you end up getting investors too “Ask for money, get advice. Ask for advice, get money.” BetterWorks experience Spend 10x more time on customers than investors If you are “pitching”, something is wrong.
  11. 11. #10 Goals and metrics Measurement Operationally excellent Getting better all the time BetterWorks goals for sales have 5 components: Bookings $ Top 20 targets Pipeline Creation $ # Meetings target Quarterly program
  12. 12. 10 Key Rules to Scaling Sales @kduggan

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