The Tools and Levers That Move Sales Development Daniel Barber, Director of Sales Development and Operations, ToutApp Sales Hacker Conference, New York City 2015

1. Daniel Barber
Director, Sales Development & Operations

2. MY PATH
Previously
Led Responsys’ 34-member WW Sales Development
team
At ToutApp
Customer (2012)
Advisor (2013)
Employee (2014)
daniel@toutapp.com
@Gaijindan

3. TOUTAPP: THE JOURNEY
• Raised $350K (Esther
Dyson, Dave McClure,
Eric Ries, et al)
201
1
• Launched SFDC
integration (advanced
analytics)
• Released iOS App
• Microsoft Outlook
Integration
• Integrates into your
existing workflow
201
2
• Raised Seed $920K (500
Startups, Founder
Collective, Scott
Banister, Esther Dyson,
et al)
• Increased revenue 300%
YOY
• SSO Support for
Enterprise
• Released Sales
Campaigns
201
3
• Secured $3.4M Series A
(Sigma West Partners)
• 100,000+ users on the
platform
• Welcomed Cliff Cate, VP
Customer Success
• Released Analytics 2.0
• Added 20+ new
customers/month
201
4
• Recognized as #1 Sales
Tool
• Foster partnerships
with leading sales/
marketing platforms
• 100+ employees
• Establish east coast
presence (New York)
201
5

4. NEXUS OF ART & SCIENCE
Build. Measure. Learn.

5. WHAT DOES IT MEAN TO BE AN
EXPLORER?

6. IDEA FLOW
75%
of
learning
comes
from
collabora2on,
25%
from
individual
work
–
Alex
Pentland

7. IDEA FLOW ACROSS TEAMS
The
immature
poet
imitates
and
the
mature
poet
plagiarizes
–
T.S.
Elliot

8. SALES VELOCITY
Number of Leads x Win Rate (%) x Average Deal Size
Average Sales Cycle

9. SALES FEEDBACK LOOP
Predict
Profile
Outreach
Measure

10. PROFILE
Ideal Customer Profile:
• Industry & Vertical
• Funding & Market Cap
• Geography
• Role
• # of employees
Eric Ries
“New customers come from the actions of past customers.
Databases:
• CrunchBase
• Mattermark
• AngelList
• SimilarWeb
• Datanyze

11. Some people think the sales force’s job is to communicate value
to customers. To these people, sales is about buying a bunch of
search ad words or mouth-piecing a company’s message.
They’re wrong.
OUTREACH
Sales Process:
• Why buy anything
• Why buy from your company
• Why buy now
Mark Cranney
“
10/80/10:
• Hyper-personalize
• Template w/dynamic fields
• Personalize w/dates
Source:
If
SaaS
Products
Sell
Themselves,
Why
Do
We
Need
Sales?
–
Mark
Cranney,
A16z,
May
30
2014

12. The current metrics paradigm literally can’t tell the difference
between absolute success and total disaster.
MEASURE
Actionable Metrics
• Click Through %
• Email to Opportunity %
• Connect %
• Qual Call %
Eric Ries“
Technology:
• ToutApp
• InsightSquared
• Tableau
• Domo
Source:
If
SaaS
Products
Sell
Themselves,
Why
Do
We
Need
Sales?
–
Mark
Cranney,
A16z,
May
30
2014

13. Leads are precious for a long time in startups, and if you can get
20 percent more out of each lead, that’s magic.
PREDICT
Actionable Metrics
• Revenue/Lead
• Industry $/Lead
• CAC
• Competitor placement
• TAM Distribution
Jason Lemkin“
Technology:
• Infer
• Fliptop
• Lattice Engines
• iDataLabs
• Spiderbook
Source:
Jason
Lemkin:
The
Right
Sales
Metrics
for
Your
SaaS
Startup
–
Cara
Hogan,
InsightSquared,
June
26
2014

14. HIRE ARTISTS WHO
UNDERSTAND NUMBERS

15. APPENDIX