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The New Situation: PreSales and the CRO
To make a vast understatement: things have changed dramatically in B2B selling since the beginning of last year. It’s no longer “growth at all costs”; companies have to learn to grow efficiently, using the skills of every person they have and making sure they take care of every deal in the pipeline.
That creates an incredible opportunity for PreSales leadership – because when it comes to maximizing dealflow and accelerating opportunities to the finish line, there’s perhaps no other team better suited to this mission than PreSales.
But it means that PreSales, perhaps more than ever, needs to talk to the CRO in the language and numbers that she understands.
This is nothing new, of course – in many cases, the CRO has controlled the purse strings of PreSales and had hiring/firing rights. But now the CRO truly depends on PreSales in a brand-new way. PreSales has a unique opportunity to demonstrate true impact.
What are some examples of metrics that PreSales can show the CRO?
Top Opportunities at Risk Due to Open Product Gaps.
What if PreSales had the exact number of opportunities at risk due to open product gaps, and the means to communicate to Product what features they needed to deliver to drive revenue for the company?
Winning Patterns: X% of Key Deliverable Results in Closed Won Deals.
What if PreSales could communicate exactly what set of deliverables and activities – including team composition – led to the most closed business, giving the CRO a playbook that could be replicated and scaled across the revenue team?
It Takes X Days Close a Deal without an SE, and X Days to Close when an SE is Attached.
What if PreSales knew exactly the impact of their attach rate on new logos?
Ability to Sell more SKUs/Products with PreSales Attached versus AE-Only Led Deals.
What if PreSales could prove their impact on selling (and upselling) a multi-product portfolio?
Many other examples exist of course, and we’ll share more soon. But the point is this: as difficult as the current market landscape is, the CRO is going to realize that PreSales can be a life preserver in the current economy. And if PreSales can meet that challenge with the right numbers, metrics, and view of the world that the CRO understands, it could be the start of a powerful new relationship.
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In these times, GTM organizations everywhere are looking for ways to reduce costs and make the most out of the current team. When RevOps and the CRO have turned the sales org upside-down, the last place they look—PreSales—may have an outsized impact on revenue.
Join Hoppy Maffione, VP of Revenue Operations and Strategy at Harness, for a discussion on how revenue leaders can work with PreSales more closely to grow revenue, resource effectively, and stay focused on what matters most.
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