7 reasons you haven't reached hyper-growth
TRANSCRIPT
aaron ‘air’ ross / @motoceo
7 Reasons You Haven't Hit Hyper-Growth
#1 award-winningbestseller
called “The Sales Bible Of
Silicon Valley”
@ Salesforce
just released!
FromImpossible.com
aaron ross
$1B+ @ salesforce.com /etc
father of 7 9 10 12
25-30 hour workweek(not this week)
1. was single2. got married with (lots of) kids3. “oh shit”4. grew income 11x
why i’m here
1. they had “something” 2. they wanted to grow3. some grew 10x (added $100m’s)4. some floundered
i’ve seen the same pattern with clients
1. Salesforce.com: $7 billion+2. Zenefits: $1M to $100M in 2 years 3. Acquia: $100M+ and #1 fastest company
for example:
1 painful truth:you’re not ready to grow
“Organic” -> Hot Coals -> “Proactive”
“Arc of
Attention”
what’s wrong with this?
“what problem do you have?
“ah, yes we can solve that and here’s how”
_______ provides professional consulting services to
develop and support online business solutions. From
startup to Fortune 500 companies, _________ assists
clients to maximize their return on investment in the
Cloud by providing implementation, development, and
value-added software solutions.
speaking to everyone = no one can hear
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?
“nail your niche” to get rich1. popular pain2. tangible results3. believable solution4. identifiable targets5. unique genius
“the 20 interviews rule”
painful truth:overnight success is a fairy tale2
• even with the best product or brand, you’ll struggle without predictable leads
• with great leads, you can get a lot wrong & do well
• there are 3 types
leadgen is your “big lever”
3 types of leads
seeds: turn your funnel into an hourglass
mindet + process- product design- targeting the right companies- setting expectations during sale- onboarding - quarterly business reviews- how can the CFO see tangible value?
three software-as-a-service customer success metrics
15%
0%
$2M
#1 customer success tip
invest bigger, faster!
“customer success is 5x sales”- co-author jason lemkin
nets: example marketing funnel
favorite marketing tactics• vp marketing needs a “Lead Commit”• #1 metric: “Pipeline Creation Rate”• make it personal
spears: outbound funnel
www.PredictableRevenue.com/acquia
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
Outbound: ROI goals & timing
baseline ROI: 1-2 customers per prospector per month
• 24 hours: email responses• <60 days: first Sales Accepted Leads (SALs)
• 4-9 months: 10 (+/- 5) SALs per prospector per mo• recurring revenue in 6-12 months
sample decisions1. is outbound a top priority? (“go big” or
“sample”?)2. specialization – roles, responsibilities?3. kickoff: outsource and/or internal?4. how many prospectors? (sug: 2-3)5. initial target niches 6. CRM/SFA changes
outbound challenges
today
a big one
CARB.IO
PREDICTABLE REVENUE. MADE EASY.
painful truth:speeding up growth creates more problems than it solves
3
specialization = focus
specialization = predictability insights scalability talent / farm team system
you will struggle without specialization
• what if we are too small?• won’t relationships & service suffer?• what if we don’t have salespeople?• restructure vs. layer-on
common questions & objections
painful truth:it’s hard to build a big business out of small deals4
from the “InsightSquared 2016 SaaS Benchmarking Report”
deal size --> total revenue
from the “InsightSquared 2016 SaaS Benchmarking Report”
deal size --> churn rate
painful truth:it’ll take years longer than you want5
painful truth: your employees are renting, not owning
6
• i am awesome• i’m not appreciated• i have great ideas• you don’t listen to them or me• give me the right opportunity and i’ll
deliver fantastic results
dear execs (from employees)
• your oppty is much bigger than you realize
• we know you get frustrated • we know you can be excellent• but -• ‘owners’ don’t need their hands held• THAT’S THE WHOLE POINT !
dear employees (from execs)
• 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
7
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
CEO public comments & reviews• “Best book I've ever read”• “We would have scaled 4x faster if
we’d had this book”• “I was blown away by this book”• “Full of detailed examples”• ”It changed the way we do business”
