How To Multithread (Ch 1/3): The Golden Path

HALT! Sign up here to never miss a noozy drop

(okay, you can read now)

Hey folks, if you've been on the noozy for a minute, you know this is one of my favorite ways to get product feedback.

So a question for you all (and a secret). In Q4, we're going to launch the leadership version of 30 Minutes to President's Club.

The podcast feed will now have a daily drop and look like this:

• Monday: Hall of Fame & Club Playbook episodes
• Tuesday: The O.G. Podcast
• Wednesday: Youtube
• Thursday: The Leadership Podcast
• Friday: Youtube

Do you like the daily drop or is it much noise in your feed? Reply to this email.

I read and reply to every note back (albeit sometimes I'm a bit behind because we get a LOT of replies for these ones). Okay, it's tactic time.

How Much Money Can You Make in Tech Sales?

I share the data vs what I've seen in market from SDR to Enterprise AE as a VP of Sales.

Watch On YouTube

How to Multithread (Ch 1/3): The Golden Path

Now more than ever, a deal without an above-the-line decision maker is a dead deal.

That’s why this month, we’re doing a 3-part multithreading series. Part 1 is defining your golden path. Parts 2 and 3 will cover Top Down Yo Yo Selling and Bottom-Up Champion selling

But multithreading starts with planning out your golden path. Where you want to go, who you want to talk to, and how you want to approach them.

Define and carve your path in three steps:

1. Map the key personas that influence a buying decision (champions and DMs)
2. Map the order in which you should reach out to them
3. Make multiple incisions when prospecting an account

Here’s what the 5-call golden path looks like at 30MPC:

Map Key Personas

Who should you be talking to throughout the sales process?

You can find a lot of this by mapping previous deals, or looking at your CRM.

In general, break ‘em out:

• Horizontally by department or function (i.e. marketing, sales, accounting, legal)
• Vertically by role (i.e. CMO, VP of marketing, manager)

Start putting names and faces on a chart.

Map the Order

Who are you going to talk to first - and why? This should be influenced by the people who historically [a] have the biggest problems you solve and [b] can drive a sale forward with political capital.

There are generally two options:

1. Top Down Yo-Yo Selling: Start at the top with power → move to champions —> take on blockers
2. Bottom-Up Champion Selling: Start at the bottom with champions → get connected with power → take on blockers

Always try to handle the blockers AFTER you have executive DM momentum. We’ll cover this more in parts 2 and 3.

Make Multiple Incisions

Never sell or fail by yourself. Bring in reinforcements for parallel selling, or mirror-matching, to prospect all throughout the account.

That means looping in your team based on those key personas you mapped out.

• Executive:Executive outreach: Make your CRO send a note to their CXO
• AE:Power outreach: Be the senior voice reaching at and above the line.
• SDR:At/below-the-line outreach: Leverage SDRs for champions and front line groundswells.

You can stop prospecting when…

• You have a champion who has shown you they’re committed to the cause and are willing to spread the good word about you
• You have every department involved, especially for complex, multi-department solutions
• You think just one person will do the trick and don’t really want to close the deal anyway

Congrats - you’ve laid down the golden path and made your first incisions.

Next week, what happens if you get a meeting at the top?

Wheel of Objections

Featuring: Armand Farrokh, Josh Braun, Sam McKenna

You pick up the phone and get hit with any objection in the world. Watch Armand, Josh, and Sam take a spin on the wheel of objections just like you do every day.

Sign Up

Nick's Pre-Breakup Email ft. Woodpecker

At the end of an outbound drip, you can pull out multiple stops to get a reply. One of those is by asking... are you the right person?

- You’re either way too busy chasing down timesheets OR my outreach has been totally irrelevant.

Mind letting me know if I’m in the wrong place?

And guess what -- you can steal Nick's 25-day sales cadence ?he used to use when he was selling legal tech as part of an exclusive 30MPC collab with Woodpecker.

Steal Nick's Cadence

Psst: Don't tell anyone, but the toolkit has like... 3000 other things you can steal here .

If you made it this far,?it'd warm Nick's heart if you'd forward this newsletter?to?someone who might enjoy a solid tactic or two.

If they like what they see, they can?sub right here .

Cheers folks.

-AF