Understanding your firm’s data horsepower and runway you have - is easy . You follow the data various functions in your organization generate, and answer three primary questions If , how & when will you be profitable by following a simple Mutually exclusive, collectively exhaustive framework - and make what I call your “personal dent in the universe” .

1. Are you eating only a part of your pie?
Firing your Entire Sales Engine with Data
Ekta Grover
Bloomreach, Inc
https://www.linkedin.com/in/ektagrover @ektagrover
The views expressed here are solely mine & do not reflect my employer’s opinions/sales strategy
National Sales Convention, 2016
23rd May, 2016, Kuala Lumpur , Malaysia

2. alignment
Image source https://henrithibodeau.files.wordpress.com/2015/05/right_brain_left_brain.jpg

3. Structure for this talk
Changing business landscape
Sales primer 101
The two facets to growth
Lead qualification
Hot lead models
The new paradigm for Business growth
Quantitative assessment of
your current sales footprint
Sales rep run rate & pipeline velocity
Image source : http://www.measuringflower.com/

4. The Business landscape is
changing
Increasing choices, pricing mix
larger voice regardless of the size of Business
Customers buy outcomes
Your job is to build in product stickiness by deliberate
design AND make your customers successful

5. stepping back
high-volume, low-value transactional environments
low-volume, high-value transactional environments
Quantity vs. quality of the pipeline
where in the funnel are your challenges

6. Sales primer 101
Sell more
And do so at a lower cost
Profit=Revenue - Cost

7. First the paradigm
Aggregate
Benchmark
Identify
Act

8. Revenue
Acquiring Customers
Retaining Customers
Monetizing Customers
http://www.forentrepreneurs.com/saas-metrics-2/

9. Understanding what’s
happening with your Business
CAC 6000 $
MRR 500 $
http://www.forentrepreneurs.com/saas-metrics-2/

10. Understanding what’s
happening with your Business

11. .. but you can’t solve the problem
by (just) adding more customers
The more customers you add
More interesting Business questions
How many customers can
you afford to onboard ?
the lower the valley
When in time should you onboard them ?
If you knew the costs, can you pick
up a winning mix ?

12. affect of lowering CAC
The lower your CAC,
the faster the time to profitability

13. Multiple customers
CAC 6000 $
MRR 500 $
On boarded 100 customers
Growth rate 2%
Churn rate 1%
Customer lifetime= 1/customer churn rate

14. Insight # 1
lower your CAC
Add more MRR from same customer
reducing time to profitability
Keep negative(or lower) churn

15. Insight # 2 : Customer churn
4% churn = 48% of revenue
1% churn = 12% of revenue
The higher your churn, the harder your sales engine should work
Sustainable profitability

16. Monetizing customers
Adding just 10% MRR from
existing customers

17. Effectively recovering the
CAC sooner

18. Cost
More effective marketing spends
Better lead qualification /quality of pipeline
Outcome driven sales on boarding programs
Leading best-in-class sales effectiveness
Data they need to succeed & course correct
Effect of channel on customer lifetime, CAC, MRR
Hot lead models & customer segmentation
This means choosing the right channel can free up
costs you could use more effectively

19. Qualifying your leads
Goal : Determine sales readiness
phase in the buying cycle
Interest they show in your business
overall fit with your business
Explicit and Implicit scoring

20. Qualifying your leads
Hot lead models
Golden rule : Start with a customer that has a need

21. Hot lead models
Budget
Authority
Need
Timing
“If our solution solves your needs, will funding be available to move it forward?”
contact rate with decision makers, how is your prospect based in its immediate ecosystem, demographic data
vertical , no employees, growth parameters (industry, competitors, market share, customers of your prospect)
likelihood of purchase , fit of your solution to their current problems (agnostic of price point )
If they had a strong likelihood to purchase, how much time will it realistically take to close
f(score) =a1*x1+a2*x2+a3*x3+a4*x4
peer group evaluations (early adopters, social proof ) , actual behavioral data-points
competitive environment, incumbent deployed competitive solutions and CSAT with those
trigger events like expansion, fresh source of funding

22. Layered qualification model
customer1
customer2
customer3
customer5
CAC
Score
..and other dimensions we discussed earlier
customer4

23. An intensive prospect qualification opens a lot of opportunities
Multi-axis pricing
Forces to reveal hidden preferences & needs
Determine how people value different attributes
Better positioning & product differentiation

24. What we know so far
Make existing customer successful and on-board
customers most likely to be successful
On board them at the right time & at right cost
Monetize them proactively to reap the benefits of negative churn

25. Synthesizing sales territory,
quota & success
Government
Enterprise
Small Business
Medium
Business
Understand how your most
successful customers look like
Your costs & revenue streams
from these customers
Brick & Mortar
yield & productivity of sales
teams

26. Quantitative assessment
Open Opportunities
Closed Opportunities
Average Deal Size
Win Rate
Sales Cycle
too broad, too many verticals
Goal := which accounts will buy & when
Where in the funnel is the problem ?
Insightsquared.com: Why you didn't hit your number

27. How many open opportunities
your team needs ?
Team’s win rate : 15% ~ 1 in 6 deals convert
Quarterly goal $1 million
Average Deal Size $10,000
Need 600 good-opportunities to start with

28. Understanding the pipeline
Total value of pipeline
in next 90 days is
70,800$
How much is in line with your run rate goals, after accounting the team’s win rates

29. pipeline strength & stage
permeation over time
Qualifying more opportunities,
but downstream pipeline is not growing

30. Likewise for downstream
metrics

31. The new sales paradigm
Farm don’t hunt !
Farm don’t hunt ! by Guy Nirpaz

32. Would love to engage
https://www.linkedin.com/in/ektagrover @ektagrover
ekta1007@gmail.com