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Create Predictable Scalable, Revenue
aaron ross
$1B+ @ salesforce.com /etc
9 kids
20 hour workweek
@motoceo
#1 award-winningbestseller
called “The Sales Bible Of
Silicon Valley”
CEO Reviews on the Sequel
• “Best business book I've ever read”• “We’d have scaled 4x faster
with this book”• “It changed the way we do business” • “I was blown away by this book”
@ Salesforce.com
@ Salesforce.com
1. was single
2. got married with (lots of) kids
3. “oh shit”
4. grew income 11x
AARON - why i’m here
1. they had “something”
2. they wanted to grow
3. some grew 10x (added $100m’s)
4. some floundered
i’ve seen the same pattern with clients
1. Salesforce.com: $8 billion+
2. EchoSign: $0 to $144M
3. Zenefits: $1M to $100M in 2 years
4. Acquia: $100M+ and #1 fastest company
for example:
it’s a lot to shift:are you ready - what will it take?
1 painful truth:you’re not ready to grow
“Organic” -> Hot Coals -> “Proactive”
the problem with brilliant people…
results can be sexy
nail your niche
niche <> small
niche = focused
tip: to win, be a big fish in a small pond
it’s easier to make the pond smaller than the
fish bigger
examples
• Amazon: books• Facebook: Ivy League schools• Zappos: shoes • Salesforce.com: SFA
need vs. nice
are you a NICE-to-have?
to which kinds of customers are you a NEED-to-have?
painful truth:speeding up growth creates more problems than it solves
2
4 types VP Sales
• you should learn a lot from them• they upgrade the talent• improve results < 1 sales cycle• don’t be blinded by the resume
for CEOs hiring a VP Sales
1. drive deal sizes up as soon as possible2. great reps perform in 30 days3. honesty up and down4. great teams stay together5. inbound AND outbound lead generation
from the VP Sales @ EchoSign/LinkedIN
specialization = focus
4 core sales roles
specialization = predictability
• insights• scalability• talent / farm team system
you will struggle without specialization
common ratio samples
• 1 inbound lead responder per 400 inbound leads a month that need human review
• 1 prospector per 0.5-4 salespeople
• “how long?”• “we’re too small”• won’t relationships & service suffer?
common questions & objections
• new roles need 6 months• plan transitional period• if people feel safe & respected, they will
support, not fight, changes
comp plan transitions
questions for the table
• What was one take-away from the section on VP Sales?
• what should your sales & customer teamslook like when 2018 begins?
painful truth:overnight success is a fairy tale
3
• even with an amazing product, you’ll struggle
without a system to grow leads predictably
• with great leads, you can get a lot wrong &
still grow
• key: 3 types
leadgen is your “big lever”
3 types of leads
seeds: turn your funnel into an hourglass
seeds: turn your funnel into an hourglass
#1 customer success tip
invest bigger, faster!
“customer success is 5x sales”- co-author jason lemkin
nets: example marketing funnel
nets: example marketing funnel
favorite marketing tactics
• head of marketing needs a “Lead Commit”• make it personal
spears: outbound funnel
spears: outbound funnel
outbound pros & cons
• pro: can drive very predictable, fast growth• pro: get into bigger companies• pro: source bigger deals (3x-10x inbound)• pro: perfect complement to inbound marketing• con: not for everyone
questions for the table
• what’s been your best lead generation source to date?
• what should it be in the future?
painful truth:it’ll take years longer than you want
4
why you’re struggling when others are crushing it
• Anxiety Economy• 2-3 years• 5-10 years
painful truth: your employees are renting, not owning
5
• a rental car vs. your car? • apartment vs. house you buy?• others’ kids vs. your kids?
are you renting, or owning?
painful truth:EMPLOYEES: you let frustrations stop, rather than motivate, you
6
where’s the money?
• it’s part of growing• i’m frustrated every day• are you resisting (frustrated) or embracing
(excited)?
embrace frustration
1. what’s highly frustrating to you?2. list some cons3. how could it be an opportunity?4. now list some pros5. what baby step can you take today to take
a step?
embrace frustration: ACT
1. SPECIALIZE your team(s) or time2. “Nail A Niche” to enable faster growth (could
require business changes)3. outbound prospecting can be powerful sales
driver (and Forcing Function)
if you only take away 3 things…
questions for you today
• one major sales strategy change this year would be…?
• What’s ONE THING you can do to move it forward in the next 24 hours? (great ones find a way)
Q&A
+BREAK
next up: Build Your First Outbound Program
what are you selling?
what do they REALLY want to buy?