The Tools and Levers That Move Sales Development
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Daniel Barber discusses his journey and achievements at Toutapp, including fundraising efforts, product launches, and the growth of the company from 2011 to 2015. He emphasizes the importance of collaboration in learning and outlines the sales process and metrics that drive success in a SaaS environment. The document also highlights the integration of various technologies and the need for effective sales strategies.
The Tools and Levers That Move Sales Development
- 1. Daniel Barber Director, Sales Development & Operations
- 2. MY PATH Previously Led Responsys’ 34-member WW Sales Development team At ToutApp Customer (2012) Advisor (2013) Employee (2014) daniel@toutapp.com @Gaijindan
- 3. TOUTAPP: THE JOURNEY • Raised $350K (Esther Dyson, Dave McClure, Eric Ries, et al) 201 1 • Launched SFDC integration (advanced analytics) • Released iOS App • Microsoft Outlook Integration • Integrates into your existing workflow 201 2 • Raised Seed $920K (500 Startups, Founder Collective, Scott Banister, Esther Dyson, et al) • Increased revenue 300% YOY • SSO Support for Enterprise • Released Sales Campaigns 201 3 • Secured $3.4M Series A (Sigma West Partners) • 100,000+ users on the platform • Welcomed Cliff Cate, VP Customer Success • Released Analytics 2.0 • Added 20+ new customers/month 201 4 • Recognized as #1 Sales Tool • Foster partnerships with leading sales/ marketing platforms • 100+ employees • Establish east coast presence (New York) 201 5
- 4. NEXUS OF ART & SCIENCE Build. Measure. Learn.
- 5. WHAT DOES IT MEAN TO BE AN EXPLORER?
- 6. IDEA FLOW 75% of learning comes from collabora2on, 25% from individual work – Alex Pentland
- 7. IDEA FLOW ACROSS TEAMS The immature poet imitates and the mature poet plagiarizes – T.S. Elliot
- 8. SALES VELOCITY Number of Leads x Win Rate (%) x Average Deal Size Average Sales Cycle
- 10. PROFILE Ideal Customer Profile: • Industry & Vertical • Funding & Market Cap • Geography • Role • # of employees Eric Ries “New customers come from the actions of past customers. Databases: • CrunchBase • Mattermark • AngelList • SimilarWeb • Datanyze
- 11. Some people think the sales force’s job is to communicate value to customers. To these people, sales is about buying a bunch of search ad words or mouth-piecing a company’s message. They’re wrong. OUTREACH Sales Process: • Why buy anything • Why buy from your company • Why buy now Mark Cranney “ 10/80/10: • Hyper-personalize • Template w/dynamic fields • Personalize w/dates Source: If SaaS Products Sell Themselves, Why Do We Need Sales? – Mark Cranney, A16z, May 30 2014
- 12. The current metrics paradigm literally can’t tell the difference between absolute success and total disaster. MEASURE Actionable Metrics • Click Through % • Email to Opportunity % • Connect % • Qual Call % Eric Ries“ Technology: • ToutApp • InsightSquared • Tableau • Domo Source: If SaaS Products Sell Themselves, Why Do We Need Sales? – Mark Cranney, A16z, May 30 2014
- 13. Leads are precious for a long time in startups, and if you can get 20 percent more out of each lead, that’s magic. PREDICT Actionable Metrics • Revenue/Lead • Industry $/Lead • CAC • Competitor placement • TAM Distribution Jason Lemkin“ Technology: • Infer • Fliptop • Lattice Engines • iDataLabs • Spiderbook Source: Jason Lemkin: The Right Sales Metrics for Your SaaS Startup – Cara Hogan, InsightSquared, June 26 2014
- 14. HIRE ARTISTS WHO UNDERSTAND NUMBERS
- 15. APPENDIX