Scaling Person to Person Enterprise sales
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Annuity revenue streams deliver returns on founders' and funders' investments. * Gartner's Challenger selling for mid-sized, resource-starved firms
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Scaling Person to Person Enterprise sales
- 2. Growth Planning . Framework + Tools Multi-channel customer discovery Hypotheses + test environment Success measures 2
- 3. "Customer Discovery... ...Is not sales The objective is to develop a repeatable, scalable sales process" Steve Blank, godfather of Lean Startup 3
- 4. 1. Multi-Channel Customer Discovery Gather business intelligence (data) Gather insight (preferences) Quantify counter-intuitive responses Cross-reference outlier signals/trends Test value expression before direct outreach to prospects 4
- 5. 2. Hypotheses + Test Environment(s) Solicit adjacent use-case responses Compare response rates eg. A/B test value propositions Track interest proxies: open, read, click-through rates Align business value expression with C- level industry concerns 5
- 6. 6
- 7. 3. Success Measures Network/database value: connection density + relevance (role in decision) Engagement metrics = attention value Use case(s) response rate(s): location, company, sector? Business value tailoring: industry trends, role in purchasing decision 7
- 8. “Value creation pre-revenue: Attention (engagement) is a quantifiable asset Case study 8
- 9. Sales Enablement & Resourcing ▷ Customer acquisition costs (CAC) ▷ Lifetime Value (LTV) ▷ Database sources: purchase ▷ Scalable platforms + integration capabilities ▷ Knowledge + skills transfer = consistent market presence 9
- 11. Outreach Principles ▷ Business intelligence = target development (operating units, money flows, reporting structure) ▷ Playbook: organisation chart ▷ Multiple entry points (6.8* stakeholders) ▷ Concurrent entry points = priorities tracking, organization readiness signals 11
- 12. Value Proposition: Alignment Industry Trends + Tailoring ▷ Position against industry-wide flex points (C-level perspective found in investor relations materials) ▷ Pre-qualify: stakeholder mental models, strategic initiatives, performance metrics BEFORE reaching out 12
- 13. Validated profiling = matching: mental model/stakeholder role/corp. objectives Account acquisition = consensus-building among stakeholders 13
- 14. Thanks! Catherine McQuaid You can find me at: huntnewbiz.mcquaid@gmail.com @catherinmcquaid About me about.me/catherine.mcquaid 14
- 15. 15
- 16. Big concept 16
- 17. Use diagrams to explain your ideas Vestibulum congue 17
- 18. And tables to compare data A B C Yellow 10 20 7 Blue 30 15 10 Orange 5 24 16 18
- 20. 89,526,124 Whoa! That’s a big number, aren’t you proud? 20
- 21. 89,526,124$ That’s a lot of money 100% Total success! 185,244users And a lot of users 21
- 22. Our process is easy Last Lorem ipsum dolor sit amet, consectetur adipiscing elit. First Lorem ipsum dolor sit amet, consectetur adipiscing elit. Second Lorem ipsum dolor sit amet, consectetur adipiscing elit. 22
- 23. You can copy&paste graphs from Google Sheets 23
Notas do Editor
- Lean Startup principles: customized sales playbook for founder teams
- Lean startup: Product-market fit validation + use case validation LI asset-building: purpose-built network, target org chart mapping, prospect database: email nurture Customer Discovery process: https://youtu.be/xr2zFXblSRM
- "Startups search for business models....avoid executing hypotheses as if they are facts" Goal: "Inform founder's vision" National Science Foundation, Head of Commercialization on Lean Starup: "Scientific Method for Entrepreneurship" Steve Blank Fireside Brown University https://youtu.be/I_OGwrSTWT4?t=421
- LI platform: relevance for B2B execs, platform integration (Salesforce, MailChimp) = compatible with enterprise acquirer's systems Functions: Sales Navigator, GDPR, data export, ad targeting
- Cross-reference channels eg Value proposition tailoring via response rates: LI posts, nurture campaign subject line (open rates, click-through) Proxy vs CRM marketing (Marketo, Hubspot, Pardot)
- Source of relevant target co. + multiple entry points + prospect contact info (saleable asset: $500/validated contact) Insight: Organization chart, business unit, role in co. (Sales Navigator)
- Case Study: Value Creation Pre-revenue One Year after Launch https://docs.google.com/presentation/d/1HYvNv_MdH2MZG-Wzz34xd5ijAOvBkkGrnEuuAp75rE4/edit?usp=sharing
- Build MVP resources with potential enterprise acquirer's preferences in mind: Saas capabilities scaled for today's needs. Market-leading providers integrate with enterprise platforms if acquired Capture data today. Transfer business intelligence value to acquirer
- Matrixed organizations: decision by committee Eg. 110 contacts, no response indicated lack of organizational readiness Store format testing announcement later explained lack of response
- Competition for resources: people's time + downstream implementation demands. Status quo prevails over sales' need for change
- Eg. Wholesaler's retail outlets: resource competition: field operations vs. supplier merchandise budgets