7 reasons you haven't reached hyper-growth

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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”

@motoceo

Aaron Rossaaron@predictablerevenue.com

@motoceo

PredictableUniversity.com

FromImpossible.comAaron Ross

aaron@predictablerevenue.com

#ChartioandAaron

Thank you!

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