Outreach

Proper outreach includes an introduction & context for the outreach. It also brings with it a perspective to communicate some value connected to the contact. Ideally the result of outreach would be a pre-qualification call on the fly or a meeting for a pre-qualification call.

1. Email & call with contextual introduction introducing a perspective that connects our platform to corporate & marketing goals stated by C-suite

2. Cadence of outreach that conveys urgency to the point of contact to increase responsiveness

Set up pre-qualification call over email/phone or do pre-qualification on the fly if possible.

ENTERPRISE PIPELINE & VETTING

The main thing with enterprise sales is more of a focus on quality of process rather than volume of outreach. Time spent running a quality process including preparation and slide deck creation is the main priority.

With Enterprise accounts it’s more about farming than hunting. You have accounts that will take meetings with you and evaluate your platform as a potential vendor but it needs to be in alignment with the timing conditions with the enterprise and new vendor evaluation process.

In general, there should be at least one touchpoint per account per week. So, if you have 40 accounts in your pipeline there should be 40 touchpoints.

USING SALESFORCE TO MANAGE ACCOUNTS & PIPELINE

Salesforce is the primary CRM used to manage the software sales process. In the multi-location organization (MM and Enterprise) the AE leaves more quality notes for calls and emails. For example, when logging an email & call touchpoint, the AE will write:

“Email & VM for Tom & Rachel 1”

40 to 60 in vetting and outreach stage

10 DCs per month

10 PCs per month

A couple closes per month

1 large deal per quarter

1 mid size per month

Couple small deals per month

At the multi-loc enterprise level, the MMAE/EAE manages their own schedule and output.

PIPELINE & VETTING NOTES

● Moving through stages of sales cycle in salesforce

● Cadence of outreach - one touchpoint email and call per week on Monday morning

● Revenue forecasting as a continuous process as get clarity on budgets - in real time, update the term length and pricing details in clarify negotiation post proposal call - related edit product term to 3 months since default is 12 months

● Remember that it is open call & email (50/50)

● If deals not progressing , kick back into initial SFDC stage and restart sales cycle at later date if needed

● Farming means continued outreach versus a timeline to follow up/revisit

● Everything in DC or post DC stage, know what the next steps are

● Prioritization of accounts - A, B, C and building your initial pipeline as A accounts

ENTERPRISE OUTREACH

ENTERPRISE OUTREACH STRATEGY:

1) Who do you need to get in touch with? (LinkedIn Sales Navigator or Google search for right POC)

2) Do you have the right contact information to get in touch with?

3) If not, how do we get that information?

4) What message do they need to hear in order to take a meeting with us? (this will be the content of the email and phone outreach – usually a contextual intro email explaining since they are the marketing point of contact on the account you were hoping to set up a couple minutes for a quick discovery call over the next few weeks)

5) Second, third, fourth, fifth emails responses to that email as ‘just a polite reminder here’ and a VM

6) Go wide and deep emailing that message to everyone on the contact list report

7) Log quality notes in SFDC for every email and call touchpoint and to whom you reached out to (ex. VM + email 1 to Tom & Tony)

8) Get meeting aka introductory call or DC

9) If timeline off for a DC, get clarity on when to circle back for a DC

OUTREACH SCHEDULE

630am -9am – East coast to West coast outreach starting with East coast at 630am and moving across country through time

ENTERPRISE OUTREACH STATISTICS:

● 5 email and call touchpoints before kick out of pipeline

● Every 3 days a touchpoint email and call

● Quality and consistency on 55 accounts in outreach category in SFDC

ENTERPRISE OUTREACH - A QUALITY APPROACH OVER QUANTITY 1. You don't have to work unworkable accounts in your book and it won't be held against you 2. Go wide and deep on accounts, meaning cast a wide net in terms of many contacts being reached out to and go deep in terms of physically calling the office line of the LLC and determining right marketing POC, getting their email, extension, and of course name to then PSN 3. Work a proper 50 acct pipeline with email and call once every 3 days 4. Customized messages to the clients rather than standardized. You can start with a standard email but modify it for the recipient

OUTREACH:

MLOC VS. QUASI LOCAL ACCOUNT

When you have an actual MLoc account you are going to need to determine who within the org handles the new vendor evaluation process. For example, the CMO if it is an AdTech product. Marketing DMs here have spend discretion.

If you have a quasi-local account, you can look to directly book time with the DM unless you can find that they have a marketing DM. Going to need to loop in the DM anyways here since they almost always retain the decision-making power.

EMAIL OUTREACH STRATEGY

Email outreach follows a specific cadence of emails in order to secure a discovery call. The following email outreach cadence follows the 5 touchpoints and closed lost process unless you vet a new contact after the initial 5 emails.

If you still have not heard back after the 5th email, you are going to need to find a new contact or closed lost the opp for the time being.

SETTING & PREPARING FOR THE DISCOVERY CALL (DC)

Vet for the DM and the head of marketing - Pull FPS and emails for DM and head of marketing

Decide whether acct is MM (email) or quasi local (FPS outreach)

Rapport and then telling the Mloc pass up story to set up the DC

Email blueprint - 1. Are you the right person? 2. EBR email with pitch slides data

Outreach KQ1: Are you the right person to handle marketing conversations? KQ2: Do you have an open mind to taking a meeting with us?

Open call blueprint - Set the appt

Goal: Set the DC with the right person/people, get DM to agree to take a meeting

The initial outreach in the enterprise organization should be via email to introduce yourself and your new perspective. Keep in mind the goal is to set up a DC with them so customize the email to them personally and keep it simple. You should include one question or call to action to set up time for a DC.

The whole goal of outreach is to get a meeting in the first place. Once the meeting has been calendared and accepted, this step is complete.

If the point of contact is not open to having a conversation you may have to start outreach to another contact or simply mark the account in your account prioritization xls as red meaning a dead end. If timing is off, find out when you should circle back to set up a DC (ex. Q3 or Q4)

The initial outreach is typically done by phone and email in order to simply introduce yourself and have a contextual reason for outreach. Ultimately the goal is to set an appointment in order to have a discovery call with the point of contact.

You can use the same outreach strategy as you would do in the transactional software sale except for the fact that you are setting up and appointment for a discovery call. That is why it is so advantageous to have experience opening sales cycles over the phone in the local org. This skill set is invaluable even in the enterprise org.

KEY QUESTION: ARE THEY WILLING TO TAKE A MEETING WITH US?

A the best practice for email is rather than simply asking for a meeting, you can first ask if you are speaking to the right person within the organization when it comes to new vendor evaluation process or if there is someone else you should be speaking to.

EMAIL OUTREACH STRATEGY:

Email 1: Are you the right person that handles these types of conversations? Since the first key question for the corporate buying process is related to whom within the organization evaluates new vendors, it flows that we should have our first email be to determine whom is the right marketing point if contact. This allows you to cast a wide net and email multiple POcs including the DM and owner.

Email 2: Performance report pulled and hoping to set up and Executive Business Review (EBR) meeting

SUMMARY

Telling the Mloc pass up story to set up the DC

Email blueprint

Open call blueprint

Goal: Set the DC with the right person/people