ARMANDO MANN, SVP of Sales and Customer Success, RelateIQ
When you try to optimize a sales engine what are you supposed to do first? Or focus on?
Email marketing? Customer success? How do you prioritize different parts of your funnel?
The answer is EVERYTHING. You can’t just focus on one aspect. Your users are taking the entire experience with your product in consideration.
What is the Role of product: Make users happy
What is the job of sales and marketing: Make a lot of users use the platform.
To maximize happy users, you have to consider the whole user experience, outside of your product.
Components of a Sales process:
not: ABC (always be closing)
Word of mouth / Customer referral
ask for referrals inside and outside the company
Referral from existing users
Viral Loops (sharing, collaboration)
SEO (content, blog, whitepapers etc.)
In product promo
dont try to have them build the sales process. Share yours with them
optimize webuite for self -serve
Webinars for lead capture
Emails, Chat and Phone teams
Trials conversion team
Large accounts teams
Grow (Expand) - growing accounts
Onboarding of new users
Upsell more licenses or products
Customer SAT or NPS
YoY user growth
One Team: Marketing, sales success and support are all part of the same engine
A math problem: Engineering driven acquisition teams are fueled by metrics.
People first: Passionate teams eat BHAGs for breakfast (Big Hairy Audacious Goals)
Tools Matter: The right tools can give you super powers
Revenue is a consequence of doing all those things. Focus on the things that cause a lot of happy users.
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