FOUNDER’S GUIDE TO B2B SALES PAGE OF CONTENTS 03 SECTION 01 WELCOME 31 SECTION 05 RENEWING / EXPANDING 03 Intended audience 32 The goal of customer success 03 Structure of the guide 32 Should customer success exist 04 About the authors 26 Triangulation forecasts 05 SECTION 02 SELLING as a separate function? 06 Seven things founders need to know 33 Three types of customer success managers 06 Get out there and sell 34 Common sales / customer success 07 Customers buy solutions to problems interaction models 07 Sales is 57% listening 35 Measuring the customer success function 08 The best sellers are curious 35 LTV vs. Net retention rate 08 Ask open-ended questions 37 Should success report into sales? 09 Train yourself to ask open-ended 37 To learn more about renewing / expanding questions 38 SECTION 06 MARKETING 09 The give-to-get sales process 39 The world’s shortest marketing primer 10 Talking about the competition 39 The marketing funnel 10 To learn more about selling 40 Marketing funnel metrics 11 SECTION 03 BUILDING 41 Lead nurturing and recycled MQLs 12 Topics in building a sales 41 Marketing - funnel or popcorn machine? organisation 42 Marketing channel performance 12 Selling in the early days 42 Attribution - the Achilles’ heel of 12 Establishing product-market fit measurement 13 The three core sales roles 43 Four pipeline sources 14 Throwing spaghetti at the wall 43 Pipeline progression 14 Tips on sales recruiting 44 Product-led growth: Trials as the fifth 15 Sample on-target earnings pipeline source 15 What is a sales model? 44 To learn more about marketing 16 Sales model examples 45 SECTION 07 PARTNERING 16 Territories, quotas and comp plans 46 Goals of partnering in B2B sales 17 Additional sales roles 46 Types of partners 18 Thoughts on pods 47 Types of alliances 18 To learn more about building 47 Types of channels 19 SECTION 04 MANAGING 48 The key to partnering: Clarity 20 Cadence 49 Strategic business development 21 Cadence examples 49 To learn more about partnering 21 Pipeline management 50 SECTION 08 PLANNING 21 The four key fields of opportunities 51 Key metrics, company level 22 Example stages and definitions 51 Key company metrics, sales level 23 What is a pipeline scrub? 52 What is a driver-based planning model? 24 How many opportunities can a seller 52 The seller ramp effectively handle? 53 Key metrics: Inputs or outputs? 25 Forecasting and probabilities 54 Example sales booking capacity model 26 The word “commit” 54 Example sales-linked marketing inverted 26 Triangulation forecasts funnel model 27 The weekly forecast sheet 55 The importance of driver-based modelling 27 Forecasting the coming week 55 Thoughts on benchmarks 28 Deal reviews 57 Glideslope planning 28 One meeting or three? 57 To learn more about planning 29 Quarterly business reviews (QBRs) 58 SECTION 09 APPENDIX 29 The quest for repeatability 59 QBR metrics and analyses 30 Proving repeatability 30 To learn more about managing SPRING 2023 .02