Professional Documents
Culture Documents
Get Found!
Marketing that
customers love
Using Content,
Social Media,
etc. to reach
buyers in their
purchasing
journey
Inbound Marketing: What it’s NOT:
Cold calling
Spamming
Interrupting their favorite
TV shows with Ads
Etc.
So why use Outbound Prospecting?
Low LTV
Lifetime Value of a Customer
If you can make $10k in the first year, BDR’s can work
The Key Elements behind “Business Model”
Cost to
Acquire a
Customer
(CAC)
Monetization
(LTV)
Sales Complexity
Clearly adding
Human Touch
dramatically
increases costs
CAC (logarithmic)
$100,000
10x
$10,000
$1,000 10x
$100
10x
$10
$1
Freemium No Touch Inside Sales Field Sales
Sales Complexity
High CAC, requires high scores for: Value, Pain, Urgency
Value / Pain / Urgency = LTV (logarithmic)
$1,000,000
$100,000
$10,000
$1,000
$100
Unprofitable:
LTV < CAC
$10
$1
Freemium No Touch Inside Sales Channel Field Sales
Sales Complexity
• Throughout history, specialization
has been the breakthrough to
better techniques. It allows
people to excel at a few specific
tasks.
• Sales is no exception
Ken Krogue, Inside Sales.com
Why Specialize?
Lack of Motivation
Experienced sales people hate to prospect
and are usually terrible at it
Given the option to do Prospecting, Closing or Farming,
sales people will gravitate to the things they like most
Lack of Focus
Even if they are good at it, as soon as they generate
some pipeline, they will be too busy to continue
Outbound
Customer
Prospecting
Success
Account
or
Executives
Account
(Closers)
Inbound Managers
Inbound
Lead (Farmers)
Leads Qualification
Outbound BDRs fit here:
Research
Outbound
Customer
Prospecting
Success
Account
or
Executives
Account
(Closers)
Inbound Managers
Inbound
Lead (Farmers)
Leads Qualification
When is it appropriate to Specialize?
Company 2
40K base salary
8K annual bonus - 2K per quarter
with the ability to over achieve
Bridge Group
Approx. $47,000 in base
$71,600 in total comp
Lower or higher based on location or target market
E.g. in Silicon Valley, SDRs with significant experience calling
enterprise accounts and decision makers can make over $100K
in annual target compensation
What results can you expect to see?
Company No. 3
8 per month
Company No 1.
2-4 weeks to start being productive
2-3 months to be fully ramped up
After about 6 months it's possible that
they are ready for inside sales
Lessons learned – from Aaron Ross
Connection
Meeting or
Attempt: Connect Conversation
Demo
Call or email
For each stage, measure Quantity and Conversion Rate
Connection
Meeting
Attempt: Connect Conversation
or Demo
Call or email
MyProduct.com
Only $9,999.99
BUY NOW!
Why doesn’t
this work?
The Buying Cycle
Moving house
Movers, phones, cable TV, furniture, insurance, etc.
Build Build
Relationship Trust
First
Sell
Contact
Examples
Educational Events
Personalized Data that is of value to the customer
Free Software: HubSpot’s WebSite Grader
Meetings with other Execs with the same title
Think of your Buyer like a Bank Account
You must make a Deposit before you can expect to make a Withdrawal
Never underestimate the important of Research
ForEntrepreneurs.com
Interview with Aaron Ross
Vorsight