CEB research: consensus-based decision-making an attribute of matrixed organizations * Average 9.4 stakeholders in enterprise-level decisions. How to reduce sales cycle times knowing there is no longer a single point of contact to conclude a sale?

1. Scaling
Person-to-person
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. 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
6

7. “Value creation pre-revenue:
Attention (engagement) is a
quantifiable asset
Case study
7

8. Sales Enablement & Resourcing
▷ Customer acquisition costs (CAC)
▷ Lifetime Value (LTV)
▷ Database sources: purchase
▷ Scalable platforms + integration
capabilities
▷ Knowledge + skills transfer =
consistent market presence
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9. Want big impact?
.
9

10. 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
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11. 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
11

12. Validated profiling =
matching: mental
model/stakeholder
role/corp. objectives
Account acquisition =
consensus-building
among stakeholders
12

13. Thanks!
Catherine McQuaid
You can find me at:
huntnewbiz.mcquaid@gmail.com
@catherinmcquaid
About me
about.me/catherine.mcquaid
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14. 14

15. Big concept
15

16. Use diagrams to explain your
ideas
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congue
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congue
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17. And tables to compare data
A B C
Yellow 10 20 7
Blue 30 15 10
Orange 5 24 16
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18. Maps
our office
18

19. 89,526,124
Whoa! That’s a big number, aren’t you proud?
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20. 89,526,124$
That’s a lot of money
100%
Total success!
185,244users
And a lot of users
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21. Our process is easy
Last
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First
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22. You can copy&paste graphs from Google Sheets 22