Turn Your A-Players Into Coaches

TURN YOUR A-PLAYERS
INTO COACHES
by building a collaborative sales culture
toutapp.com @tawheed

• Founded in 2011
• Based in San Francisco, CA
• Our mission is to help
Salespeople be faster, better
and stronger.
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We get to work with
some of the best sales teams

SOME OF OUR
CUSTOMERS

OUR UNIQUE PERSPECTIVE
• As we work with the #1, #2 and #3 company in a
given space (Storage, Collaboration, Email, Advertising)
• We see a fundamental difference between the #1 and
#3,4,5 companies
• We’ve seen top sales management create a culture
around collaboration and sharing

COLLABORATIVE
• Creates 1,000+
templates across a team
• Routinely checks
analytics to bubble up
best stuff
• Takes a laissez-faire
attitude but monitors
for success

COMMAND & CONTROL
• Asks for limitations on
our software
• Turns off template
sharing
• Often moves away from
Sales Collaboration
software and back into
Marketo

How do you drive a creative &
collaborative sales culture?

THE BASICS
• [Creativity] Establish the right tools/
frameworks to drive creativity
• [Sharing] Establish a culture around sharing,
especially with your A-players
• [Measure] Establish a culture around being data
driven

CREATIVITY

OFFER FRAMEWORKS
• Offer Frameworks and
Tools to guide their
thinking
• We have a “5x5 Method”
for Sales Campaigns
• Jeff Hoffman’s “Why You,
Why Now” is another
great framework to teach

YOUR TOP PERFORMERS
• 80% of the most
effective content is
going to be developed
by your Top 20%
• Focus on them and
make sure they’re
constantly trying new
things

IT’S NOT EASY
• Most salespeople aren’t “into” sharing
• Champions that bring in ToutApp into an organization
almost always gets promoted within ~6m
• Incentivize your people and make it part of the
culture to drive sharing and friendly competition, call
it “coompetition”

MAKE IT EASY
• Have a company Wiki, Mailing List or Chatroom for
collaboration or sharing
• Use ToutApp for easy Template Sharing (more on
this later)

MEASURE
BE DATA DRIVEN

THIS IS IMPORTANT
• This last step is what makes the difference
between building a successful collaborative
culture and one that is pure chaos
• You have to teach your people to be data
driven and understand what is actually
working

KNOW WHAT TO
MEASURE
• Engagement Rates (Open, Click, Visits)
• Response Rates (% Replied)
• Success Rates (Did they close?)

TOUTAPP
DOES MOST OF THIS

SET ASIDE TIME FOR THIS
• Establish weekly meetings where you sift
through your data
• Identity the best performing stuff
• Promote to the rest of the team
• Give Props to encourage more of this

EXAMPLES

We taught our salespeople
the 5x5 Framework

5X5 CAMPAIGNS
• 5 Pre-Planned Templates
• 5 Days/Weeks/Months Apart
• Multiple Touches At Scale
• Multiple Channels

WE USE 5X5 FOR
• Prospecting and Sales Development
• Handling Newly Assigned Leads
• Nurturing During the Deal Process
• Post Sale Follow-Ups
• Driving Renewals

STRATEGIC TOUCHES
1. Introduce Yourself
2. Provide Value
3. Offer Help
4. Engage for Feedback
5. “The Ask”

Introduce
Provide Value
Provide Value
Engage For Feedback
“The Ask”

LEAD BY EXAMPLE

AND WATCH THEM
IMPROVE IT

5x5method.com

By analyzing common sales emails and
numerous templates, we also detected
patterns.

PATTERNS WE FOUND

We found that best practices was
something that constantly came up

NOT JUST EMAILS
Google: “kickass emails”

CONCLUSIONS
• Collaborative and creative sales teams outperform
command and control teams
• The right frameworks and tools can help your team
share best practices
• There’s a fine line between bubbling the best vs
complete chaos, and all of it relies on the discipline
behind being data driven

Q/A AND DEMO

Come by our booth.
https://store.toutapp.com

Turn Your A-Players Into Coaches

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