Jeremy Geiger, u@68.

je
www.LinkedIn.com/in/JeremyG
Angel.co/u/JeremyG

i@68.je /
 0. Context (Jeremy)
1. GTM Prioritization
2. People/Role Targeting
3. Meetings & Engagement
4. Pricing & Sales
5. Customer Growth & Businiess Expansion
Jeremy Geiger u@68.je
tl;dr Enterprise software, in US (40%) & Asia (60%)
Jeremy Geiger u@68.je
 SCM Enterprise Software: $0 →$1M →$3M →$7M →$13M →$20M/yr

Analytical CRM Software: $0 → $0.5M/yr (profitable)

Enterprise Data/Tech: $0 .1M→ $2.6M →$10M+ (75% profitability)

CRM & BI Software: $0.5M → $1M (1 yr). $2M → $3.5M (break-even)

3D Software for Product Visualization:

$0 .1M→ $1M → $3M → $8M → $19M (break-even)

CPG Marketing, Integrated to Retail POS/Inventory:

$0 M→ $0.1M → $0.2M → $0.5M → $1M → $2M → $6M → $15M
Jeremy Geiger u@68.je
tl;dr Consider sales cycle pain & budget size, for the industry & geo
 Which…

1. Product/Service

2. Geo

3. Customer Industry
(or Partner channel) -> Narrow to
short-list
Jeremy Geiger u@68.je
 Budget Salescycle Sales Tran- Support Cost to Competitive PRIORITY
Size Speed sparency Needs Do Biz Landscape DECISION
X1 A C B A D A A

X2 B A D B C D C

X3 B C+ C C B B B

X4 C+ C A C+ B A B

X5 C B A D A A B

X6 C D D B C B C

X7 D D D A B D D

Jeremy Geiger u@68.je

 Reference
Example
Only creativity limits the ability for both parties to win. Ex:
• Strategic Partner with investment (majority, minor, JV), …
• Strategic Partner without investment …
• Master Distributor …
• Alliance Partner …
• Reseller …
• Referral Partner …
• Etc. …
…
And the right: …
• Quantity of partners …
• Terms for each partner …
Jeremy Geiger
• Prospect/customer relationships, of the partner u@68.je
tl;dr Be creative & aggressive
 Reference
Example
…
Value Prop?
…
• Likely different by country, industry, role, etc. …
…
Segmentation: Country + Industry + Dept. …
• Quality contacts, not quantity …
…
• 95% at HQ. Ask about budget, who & when
…
…

Jeremy Geiger u@68.je

 Reference
How? Example
LinkedIn …
…
Conference Speakers …
…
Employees Quoted in News …
• Want visibility & willing to take risks …
…
Old inbound/correspondence search …
…
Initial message via email, WeChat, LinkedIn message
• Reference commonality

Jeremy Geiger u@68.je

 Reference
How? Example
Intros via Investors or Advisors …
…
Hire person w/specific industry relationships
…
Hire a great sales person from competitor …
…
Hire a loved employee from within prospect …
…
Channel partners with specific relationships …
Aggressive customer/partner awareness …

Request intro to Execs, industry friends & partners

Jeremy Geiger u@68.je
 Reference
How? Example
…
1. SHORT & sweet (No,….. shorter than that too) …
2. Create salivation …
…
3. Have Specific ideas to discuss …
…
4. Name-brand customers (especially competitors & ‘how others’ do things) …
5. Follow-up …
…
• 3-7 days
• ‘I understand if you’re busy, but just wanted to confirm that you received it’
Jeremy Geiger u@68.je
tl;dr Interact & understand to create the perfect solution for prospect’s real problem
 Reference
How? Example
…
1. ‘Similar Customer’ Stories: Pain points, success stories & anecdotes …
…
2. Prospect Empathy: …
• Question & listen attentively …
• Problem, budget, timeline, constraints, organizational challenges, etc. …

Jeremy Geiger u@68.je

 Reference
1. How to get the meeting? Example
• ‘Happen to be in town on Fri…’ …
…
2. Goal: Interactive f2f meeting. Why? …
…
• Interactive = Adapt to customer needs …
• Face-to-face = 2-3X the follow-up rate …
…
3. Customer Discovery …
• Steve Blank, Eric Riess, etc. …
• Listen, brainstorm, iterate
Jeremy Geiger u@68.je
 Reference
1. Post-Meeting Follow-up Example
• Customized deck with customized architecture / joint-solution …
• Follow-up questions to confirm or learn more …
• Request intros to other Execs, industry friends & good partners …
…
…
2. Deepening engagement …
• Discovery -> brainstorm -> iterate to SOLVE PROBLEM …
• Outcome could be either joint product, integration or partnership …

Jeremy Geiger u@68.je

 Reference
3. Ultimate Goal is to find a UNIQUE JOINT solution Example
• Will address competitor’s weaknesses …
…
• No alternatives / RFP, because co-developed …

4. Big Organizations …
• Different product teams for each product/feature means bigger …
…
deal, where management can save $$s & complexity by
unifying to your product

Jeremy Geiger u@68.je

tl;dr Sales should think like a CFO, but act like a CEO
 Reference
Example
1. Gold standard = Value pricing …
2. Adapt to needs/ negotiation …

Jeremy Geiger u@68.je

 Role? Sales or CEO for this relationship & business? Reference
Besides, or in addition to cash, what other things are of value to you? Example
• Customer logo on web-site or Marketing ($10k?) …
• Customer quote for owned media or Press release ($15k?) …
…
• Customer review on earned media (G2, Capterra, ….) ($20k?)
…
• Reference calls (ex: Maximum of 2 over next 12 months) ($20k?) …
• Customer Advisory Board ($25k?) …
• Introductions to other potential customers (internal or external)($5k each?) …
• “Powered by” ($25k?) …
• Data share ($25k?) …
…
• Share users, insights, etc. ($25k?)
Jeremy Geiger u@68.je
 1. Hiring: #1 Relationships &/or Attitude, #2 Knowledge (if paired with Pre-Sales)

2. Meaningful Metrics & Autonomous/Decentralized Decision Making:

• Only profit (short & long term) matters
• Sales team flexibility -> faster response to customers & shorter sales cycles

3. Invest more, if ROI exceeds expectations

18.Q1 18.Q2 18.Q3 18.Q4
Total Expenses $.43 $.55 $.64 $.76
Goal: Revenue Salaries & $.31 $.41 $.47 $.545
>= Cost for quarter Bonuses
Travel $.045 $.048 $.066 $.093
Overhead $.035 $.05 $.06 $.076
Jeremy Geiger Marketing $.037 $.041 $.045 $.050
tl;dr Don’t abandon the marriage right after the honeymoon!
 Reference
1. Roles? Example
• For key accounts, one single relationship ownership …
through launch & post-sales? …
…
…
2. Loyalty, Progress & LTV …
• New features… …
• Quarterly Reviews …
■ Abnormalities via reporting …
■ History showing responsiveness …
• Intros …

Jeremy Geiger u@68.je

 Reference
Expansion of: Example
…
• Country …
…
• Industry …
• Product/Service …
…
• Sales/Marketing Team …
• Etc.

Jeremy Geiger u@68.je

 Jeremy Geiger, u@68.je
www.LinkedIn.com/in/JeremyG
Angel.co/u/JeremyG

i@68.je /