June 22 & 23, 2016 at http://tractionconf.io.

1. TRACTION CONFERENCE:
Designing & Op4mizing
The Sales Machine for Hyper Growth

2. Jake Dunlap
SKALED | FOUNDER & CEO
● First scaling VP of Sales at
● Head of Sales at Chartbeat
● Helped recent and current clients raise over
$300 million through Skaled’s engagements
● Works with global 2000 and startup
companies
@JakeTDunlap
#SalesMachineTalk
About Me

3. About Skaled
Skaled is a modern sales-consul4ng firm
that helps startup and established
companies scale more efficiently.
Helping clients op4mize their sales
processes, people, and technology to
accelerate business growth, Skaled’s sales
experts serve as a team extension to tackle
and solve scaling challenges.
Text ‘Skaled’ to 22333 to par4cipate in our Live Polls!

4. ● Part I: HIRING
o How to build out a sales team early on
that scales over4me
● Part II: SALES PROCESS
o How to build out a replicable sales
process that gets you to mid and long
tail faster
● Part III: TECHNOLOGY
o When and how to deploy technology
to accelerate growth and efficiency at
various stages
Agenda

5. Live Poll

6. Part I: HIRING

7. ● 29% of sales orgs are planning on growing. However, these teams
are badling…
o Long ramp: 40% orgs report
7–12 month ramp 4me
o High turnover: Average rep
turnover now 34%
2016 Hiring Stats
Source: Qvidian Accelera4ng Sales Rep Ramp Time

8. Making The Right Sales Hires
Source: Hire Right, Higher Profits
● 90% of sales hires fall in
the “limbo” group
● Our job isn’t to find the
top 5%. Our job is to
take the 90% and find
the diamonds in the
rough.

9. What Needs To Be In Place Before You Hire?
● Targets, talk tracks, scrip4ng, cadence
● Interviewing, hiring, and onboarding process

10. "As much as 80% of employee turnover is
due to bad hiring decisions.”
- Harvard Business Review

11. Outsourced Help
● Build and scrub lists
Sales Development Reps
● Build lists, call & email leads, use prospec4ng tools
● SDRs can be brought on immediately to help bring in more leads/can
also be outsourced
Account ExecuCves
● Complete demos, nego4ate terms, uncover pain points
● Hire an AE when you don’t have enough 4me to take all the incoming
mee4ngs
Which Roles Should You Fill?

12. Onboarding
● As this becomes a 4me suck, you should consider making this its own
func4on. Very repe44ve and easy to hire into
Account Management
● Manage the business rela4onship - renewal and upsell
● Focused on partnering with CS to build a holis4c account strategy
Customer Success
● Client deployment & success, nurture customer advocacy, iden4fy
upsell opportuni4es
● Specialize when you’re bringing customers in rapidly and need to
train them to ensure success
Hiring Roles: AM & CS - What’s The Difference?

13. Sales Ops - usually aJer about 10 people in the department
● Ask every CEO the one role they should have hired earlier in the sales
org . . . Sales Ops will be a top choice
● Repor4ng and forecas4ng
● Determine key metrics & tools, ensure transparency & adop4on,
manage training & change
● Liaison between sales and marke4ng, finance, ops and product at
4mes
Sales Enablement
● Training, collateral, liaison between marke4ng and sales
Hiring Roles: Support Roles

14. ● End managers cloning bias - DON’T try
to clone yourself - you don’t exist
anywhere else but in the seat you are
in now!
● Stop looking for universal “sales
effec4veness” characteris4cs
● Understand the relevant sales tasks in
your market and strategy
● Focus on behavior...not just culture fit
- the hard things about hard things
methodology
Hire For The Task & Focus On Behavior

15. Yesterday’s sales strengths have become
today’s minimum skill requirements.

16. ● Guaranteed, compe44ve base salary
● Commission that is a rela4vely low % of the
deal
o 8-11% of the first year ACV, some4mes
less
● Quarterly kicker and 50% floor
o Lots of accelerators and decelerators
● Rela4vely high quota - shoot for 1 6 ra4o
● Almost complete hand-off of customers to
“others”
Simple Guidelines for Compensa4on
Sources: Matrix Partners and Skaled | Jason Lemkin, Saastr and Jake Dunlap

17. What Sales Costs Should Look Like
CAC Payback
● Good 24 months
● Beder 12-24 months
● Best < 12 months
LTV divided by CAC
● Good 3x
● Beder 3-5x
● Best 5x+

18. Part II: SALES PROCESS

19. ● Start by observing
● Map your observa4on to a generic example
● Define the prospect ac4on that moves them to the next stage
● Iterate over 4me
Create a Sales Process Map

20. “70% of the buyer’s journey is complete
before a buyer even reaches out to sales.”
- SiriusDecisions
Understanding Buyer Journey

21. 1. They idenCfy the need BUT…..do
2. They want it solved and…
3. They feel comfortable with the next steps
You have to address all three!
Address All Key Reasons People Buy

22. Three DisCnct Phases:
1. Discovery Phase: Qualify & Engage
2. Ini4al Evalua4on: Prescribe, not Propose
3. Formal Evalua4on: Finalize details for partnership
and roll-out
Designing The Ul4mate Sales Process

23. ● Qualify
● Understand buying process and key areas of opportunity
● Create the need
● Create excitement
● Close for next mee4ng with relevant stakeholders
6 key steps:
Credibility
& Control
Role & Fit
Self
Discovery
& Pains
World
View
Alignment
Matching Progress
Agreement
PHASE I: Discovery

24. ● Create the right environment
● Recap known key points and enable addi4onal discovery
● Worldview high level and company specifics
● Lay out plan to solve cri4cal, agreed upon gaps
● Implementa4on plan
● Layout the complete prescrip4on
PHASE II: Ini4al Evalua4on

25. ● Bringing together addi4onal stakeholders
● Walking through the ini4al outline of partnership
● Gain agreement to have end-user test the product
● This is not a final proposal! It’s the ini4al thought on how
we could partner based on the first conversa4on
PHASE II: Ini4al Evalua4on

26. Credibility
& control
Discovery
Recap &
Agreement
World View
statement
and
Company
Details
Solu4on
Alignment
Implementa4on
Best Prac4ces
Progress
Agreement
Just like Discovery Phase, there are certain steps
to take:

27. The most le{ out part...
PLANS FOR IMPLEMENTATION:
Requirements & Expecta4ons
People
involved from
their side
Training
schedules
Dura4on and
4me blocks
People
involved from
your side

28. ● Always have KPIs and success metrics established
● Establish that 4ming is right to run a trial now
● Separate out end-user mee4ngs from decision maker
mee4ngs
Mastering the POC (Proof of Concept)

29. Ini4al evalua4on, engaging end-users and presen4ng final partnership
plan
Decision Maker Track
● Revising outline from ini4al evalua4on
● Con4nuing reconfirm priori4es
● Working through the T&Cs
Walkthrough Final Proposal
● Make necessary adjustments, as needed
● Lay out the decision making 4meline
PHASE III: Formal Evalua4on

30. ● Understand why people buy and adapt your process to your
prospect
● Educate first and then sell
o Educa4on on the industry/trends, no product dumping!
● If you don’t remove barriers and project manage
implementa4on, the big deals won’t get done
Main Takeaways About The Sales Process

31. Part III: TECHNOLOGY

32. “By 2020, companies will manage 85% of
Sales with so{ware” - Gartner

34. PredicCve
● Velocify
● 6sense
● Infer
● DataHug
Sourcing/Research
● InsideView
● Datanyze
● Clearbit
● ZoomInfo
● Spiderbooks
SDR Tech

35. Outreach - this is the Cp of iceberg!
● ConnectAndSell
● SalesLo{ Cadence
● Outreach.io
● PersistIQ
● Toutapp
● Yesware
● Engagio
● Growbots
Social Selling
● Socedo
● InsightPool
SDR Tech (cont.)

36. Opportunity management
● RingLead
● Adach.io
● Pipedrive
● InsideSales.com
● InsightSquared
● La•ce
Sales cycle management
● Salesforce
Sales Tech

37. Customer Success Tech
Customer success
● GainSight
● Totango
Customer engagement
● Handwri4ng.io
● Videolicious
● SkillJar

38. Predic4ons for Tech Trends
Source: Salesforce State of Sales report
• Smart selling fueled by predic4ve analy4cs will jump
77% among high performing sales organiza4ons in the
next 12 – 18 months.
• 60% of high-performing sales teams already use or are
planning to use a mobile sales apps.

39. Predic4ons for Tech Trends
Source: Salesforce State of Sales report

40. High-Performing Sales Teams Are 3.5x More Likely to Use
Sales Analytics than Underperforming Teams
Source: Salesforce State of Sales report

41. Sales automa4on and predic4ve analy4cs to rise.
How do you keep up?
● Changing buyer behavior -> growing need to automate
the sales process
● Successful teams are already adop4ng tech -> can’t
compete without it
● You need a process to decide on tech investments
● Your systems and teams must be agile and experiment
with new tech
● You must commit to training & support
Predic4ons for Tech Trends

42. @JakeTDunlap
Jake@Skaled.com
www.Skaled.com
Ques4ons?