Issue #2, June 2024
Alper Yurder
Co-founder, Fractional CRO ?? Exited cofounder turned GTM Partner for founders scaling from traction to repeatable revenue | Previously Co-founder @ Flowla
Welcome to the second issue of the Founder-Led Journal where I’m sharing my journey as a CRO and co-founder at Flowla ??
If you’re new here, glad to have you! Don’t be a stranger - follow the newsletter and drop me a line to say hi ?
Last time, I talked about our Q1 learnings, shared some tips to run better discovery calls, and gave a glimpse into why we decided to build Flowla Onboard.
Today, I’d like to explore some of the strategies our revenue team is currently using as well as share some hands-on tips for re-engaging stalled opportunities and sales to CS handoffs.
So let's roll!
1. Sales leader turned first-time founder ??
This time, I'd like to start by sharing my thoughts about GTM. I’ve been speaking with experts on tactics and strategies to try and as we’re entering the last month of Q2 (and nearing the slow season) I want to share some of the takeaways with you:
1?? Focus on content that converts
I genuinely believe that we should be moving away from brand building to showcasing niche, in-depth expertise. This comes from getting 20+ demos booked just a few weeks after we launched our research of 500 CS professionals on the state of onboarding. Seems like we hit the nerve there!
To build on top of this, we’re planning 2 more ebooks and a series of webinars in the near future. And you should too ??
2?? Double down on accounts that convert with ABM
In every sales org I built, I always tried to establish the concept of "dream logos." So instead of focusing our energy on a sector or geography, we would focus on winning specific logos that belong within a sector or geo.
How’s that different? Well, it’s more niche. We know the exact pain point and how our buyers frequently voice, so we tailor our content, social, and outreach efforts and messaging accordingly to resonate more. Over the past few months, we had a few ABM experiments and now plan to build a solid process around our learnings, using reliable tools to automate and scale our campaigns.
BTW, check out the ABM cheatsheet for startups I shared recently ??
3?? Blend inbound & outbound tactics
An essential aspect of building trust lies in showcasing expertise and credibility. If you don’t do that you can’t create inbound interest. This is the reason we’re building our media hub featuring the best content in the world of sales and CS to showcase our domain knowledge through owned and expert resources.
Now to the outbound part that we use for nurturing: We only reach out to people who have somehow been exposed to Flowla content or are in the market for either buying or building awareness. For example, we only reach out to decision-makers to build trust and relation with VALUE — share an ebook, a whitepaper, or a template that can be of use. Most importantly, we use soft CTA, asking to subscribe to our media hub at best rather than to book a demo.
***
There’s a whole array of other tactics I have in mind, but in a nutshell, we’re considering:
And I’m always happy to explore other ideas, so feel free to let me know if I’m missing out on anything!
Now, let’s explore some more practical strategies for customer acquisition.
2. Let’s talk new business: Engage and acquire ??
In sales, failure is a part of the game. And before you can win, you will inevitably hear a couple of NOs. But if your pipeline is more like a leaky bucket, there are a few things you can do to fix it.?
First, let’s talk about the common problems leading to stalled or lost deals. In my experience, this might happen due to:
Yet, before you write off a potential client, you should at least try to reignite their interest and get the deal back on track. Here are five tips to help you reengage prospects with confidence.?
?? Visualize and align the buying process
Help your prospects understand the timeline and steps required to implement your solution. Clearly outline the process and tie it to their goals. Highlight the consequences of delays to create a sense of urgency. For example, “If we don’t start implementation by next month, we might risk hitting your Q4 targets.”
?? Simplify communication and requests
Keep the dialogue moving by making it easy for prospects to respond. Ask critical questions and simplify your requests. “I know you’re busy and I’m happy to reschedule, but is there anyone else we need to involve in this discussion? Also, I need these two answers today to organize my client success team. Can you provide those?”
?? Show genuine interest to build relationships
Stay on their radar with casual check-ins and show genuine interest in their business and personal connection to their work. Send a quick note asking how they’re doing, what’s top of mind, or their plans for the upcoming quarter. Additionally, suggest new ideas, share thought leadership, or discuss upcoming product launches that might be relevant to their needs.
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?? Add value
Aside from sharing resources, you can add value by connecting them with useful resources. Introduce them to agencies, consultancies, or new tools that could benefit their business. Offer recommendations for key hires that could strengthen their team. This demonstrates your long-term interest in their success and shows you’re invested in providing solutions beyond just the immediate deal.
?? Promptly address their concerns
Frame the situation to emphasize urgency and address any unresolved concerns. Help prospects see the consequences of inaction and the importance of moving forward. For example, “I understand you have other priorities, but if we don’t get X done by Y, we risk delaying your project significantly.” This approach keeps the deal on track and builds trust.
***
Stalled deals and unresponsive prospects can be a real headache, especially when your commission depends on them. Applying the tactics listed above can keep the spark alive with your prospects, but if you’re looking for more help, consider using digital sales room software like Flowla to make sure your deals are on track and closing faster ??
?? Steal and adapt
???More tips from around LinkedIn
???Podcast spotlight
3. Your favorite CS bits: Retain and expand ??
Closing might be the final stage of your sales process, yet, for your customer it’s just another step in their journey.? Moreover, it’s also the first step to customer success, setting the stage for your lasting relationship and greatly defining its outcomes.
That is why it’s so important to get it right and ensure a smooth handover.
Here are the 5 key components of an effective sales to customer success handoff:
? Effective communication & info sharing
Set up regular communication between sales and customer success teams through meetings, emails, or collaboration tools. Ensure information sharing is timely, accurate, and thorough. Sales should give detailed insights into customer needs, while customer success should provide feedback on customer progress.
? Clear roles and responsibilities
Define and document roles to avoid confusion and ensure accountability. Sales should gather customer info and initiate the handoff, while customer success should focus on onboarding and support.
? Understanding customer goals
Know the customer's goals and align processes to meet them. Sales should gather this info and pass it on to customer success, who should tailor their support and engagement to these goals.
? Joint customer success plan
Create a customer success plan with milestones and objectives. This plan should outline the journey from acquisition to long-term success, with both teams working towards shared benchmarks like product adoption rates and satisfaction scores.
? Collaboration and feedback
Promote a culture of collaboration and feedback between sales and customer success teams. Regular check-ins and debriefs can help discuss successes, challenges, and improvements, fostering shared responsibility for customer success.
?? Steal and adapt
??More tips from around LinkedIn
???Podcast spotlight
That’s it for today! If you found this issue of the Founder-Led Journal helpful, bookmark it for future reference and forward to your fellow sales & CS professionals ??
Your insights into re-engaging stalled opportunities and seamless sales to CS handoffs are truly valuable. How has your team adapted these strategies to fit the unique challenges of the current market environment? Looking forward to more great content in your newsletter.
Clay Enterprise Partner | I'll help you build a scalable outbound engine that gets meetings booked on autopilot in the next 180 days | Visit Youtube: @growth-today to see how
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Tailored Outbound Strategies | Sales As A Service | Pay on Performance.
9 个月Thanks for bringing an older article back to life, Alper Yurder ??. I appreciate you.
Go-To-Market and Revenue Leader | Named Top 100 B2B GTM Female Leader 2024 by SalesIntel | Voted Top 100 Customer Success Thought Leader 2024 & 2023 | Top 50 CS Thought Leader in North America 2024 & 2023.
9 个月Wow there is some gold in here. Anyone who wants to understand more across GTM as well as get deeper insights into a specific domain should read this. Thanks for including my sales to CS handoff post!