MadKudu FounderCon 2016 presentation: Too many startups are losing growth opportunities by not optimizing inside sales. At MadKudu, we know this first hand because we've analyzed the sales data of over 50 startups. Francis will show you how to use data to identify the most common pitfalls and how to fix them. Backed by real data & real results, you'll learn how to grow your revenue - and increase your company's valuation with higher per-customer economics.

1. Accelerate your sales with data
© 2016 MadKudu Inc. Proprietary and Confidential

2. Francis Brero
● CRO & Co-Founder @MadKudu (Boulder 15)
● Worked with 100+ B2B SaaS companies to
improve sales with data science
● Background in Mathematics, Data Science

3. Maths + Sales
How to use your data to
accelerate Sales

4. Sri Lanka or Turkey
Poland or South Korea
Ireland or United States
Pakistan or Vietnam
Thailand or South Africa

5. Sri Lanka or Turkey
Poland or South Korea
Ireland or United States
Pakistan or Vietnam
Thailand or South Africa
Students mean, CI 1.8, 0.4
Chimpanzees mean 2.5

6. “The problem is not ignorance, it’s pre-conceived ideas”
Source: Hans Rosling - The best stats you’ve ever seen

7. Company size: 10-50 vs 200-500
Industry: HealthCare vs Software
Business Model: B2B vs B2C

8. Part 1.
Define “Qualified” with DATA!

9. Consistently, sales they are
only working ~60% of the
qualified leads
...
And spend ~20% of their time
working unqualified leads

10. % of revenue by lead quality:
● Good ~85%
● Medium ~15%
● Low <1%

11. 1. Extract data from CRM
a. Ideally cohort with ~100 conversions
2. Augment the data with demo/firmographics
a. Use 3rd party (FullContact/Clearbit, Virtual
Assistant…)
3. Analyze

12. Company Size
Number of
leads
Leads
converted
Leads not
converted
Conversion
Rate
0 Not Available 876 115 7607 13.13%
1 vSMB <10 1588 242 1346 15.24%
2 SMB <100 3854 749 3105 19.43%
3 MidMarket <250 2468 573 1895 23.22%
4 MidMarket <1000 3104 697 2407 22.45%
5 Enterprise >1000 4842 953 3734 19.68%

16. Step 1 - Measure
Analyze your historical conversion rates by segment.
Step 2 - Predict
Apply your learnings to your qualification criteria
Step 3 - Optimize
Use your CRM as a feedback loop

18. Intermission Q&A

19. Part 2.
Data Driven Sales Behaviour

20. Goals only exist to
drive behavior

21. SLAs define success as a quantifiable metric

22. How many of you consistently reach out to all
qualified leads within 24h?

23. Top companies
benchmark => 64%
MQL to Opp conversion
rate 3.5x greater

24. Marketing: SAL/MQL > 80%
Sales: MQL contacted within 24h > 95%
Sales: MQL contacted 6 times within 28d > 80%

27. 1. Use data to overcome preconception over
your ICP
2. Use data to increase leverage in your sales
process

28. Thank you!
francis@madkudu.com