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FOUNDER’S GUIDE TO B2B SALES PROVING REPEATABILITY Proving repeatability is hard and takes time Many companies can’t define the six standard inputs due to the following: • Ad hoc organisations: roles, goals, and ratios have been created in an ad hoc and/or regional manner • Standards exist, but have been ignored: notionally the company hires people with background X, but few people actually have it • Elements are missing: there is no standard onboarding because no one has built it Step one: standardise the six inputs This often entails hiring sales enablement and salesops, as well as potentially upgrading sales management. Step two: determine the measurement criteria for results • High-level metrics are important but less conclusive: e.g. plan attainment • Micro-metrics are precise, but potentially not relevant: onboarding final exam scores • Results-oriented metrics work best, but take time to accumulate: cohort performance relative to ramp, cohort survival rate, % of reps at 80%+ of annual quota TO LEARN MORE ABOUT MANAGING A ten-point sales management framework The minimum sales management framework for an enterprise SaaS startup by Dave Kellogg. READ Additional resources on managing • Beginner’s Guide to the Sales Process by Zendesk • Why To Creates Opportunities at Zero Value by Dave Kellogg • SaaS Sales Management Tips by Joel York • Cracking the Sales Management Code by Jason Jordan • The Holy Grail of Enterprise Sales: Defining the Repeatable Sales Process by Dave Kellogg SPRING 2023 .30

BALDERTON The Founders Guide to B2B Sales - Page 30 BALDERTON The Founders Guide to B2B Sales Page 29 Page 31

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