Building a Better Salesycle

Building a Better Salesycle

Paper Leaf is a UX-focused digital product agency that has grown from 2 people to 18 at the time of this presentation. This deck covers the old sales "process" we had, why we needed to get an actual process, what our current sales process looks like and how we use lag/lead indicators, a CRM, and sales data to create predictable revenue.

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Jeff Archibald

November 21, 2019
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  1. Building a Better Salesycle Jeff Archibald / @jeff_archibald

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  7. $1.75M

  8. How sales used to go.

  9. Our old sales process

  10. Why we got a process

  11. Money (or lack thereof) = stress

  12. Wasn’t confident in decision-making

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  14. Hope is not a strategy.

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  16. Shitty Wheel

  17. Shitty Wheel WORD OF MOUTH

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  19. How can I build a sales process that would help

    me sleep at night?
  20. How can I use data to predict future revenue?

  21. How can I build a more reliable wheel?

  22. “Make more sales"

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  24. What to Measure?

  25. 1. Prospects 2. Leads 3. Opportunities 4. Needs Discovered 5.

    Proposal Presented 6. Verbally Won 7. Contracts Sent 8. Won Our Sales Stages
  26. Number Deals Won Value Deals Won

  27. Lag vs. Lead

  28. Lagging indicators: changes that have already occurred.

  29. Leading indicators: predictors of change.

  30. What can I control?

  31. CAN’T CONTROL Number Deals Won Value Deals Won

  32. CAN CONTROL Prospects Contacted New Deals Started Number Proposals Sent

    Value of Proposals Sent
  33. KPIs need goals.

  34. 1. Total Won Deal Value: $500,000 2. Deals Started: 59

    3. Deals Won: 20 4. Proposals Presented: 39 5. Proposal Value Presented: $1,400,000 6. Prospects Emailed: 80 Current Quarterly Team Sales Goals
  35. KPIs also need checks and balances.

  36. Value of proposals sent and number of proposals sent

  37. Be careful what you measure, you might just get it.

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  40. Goals need to be logically derived.

  41. 1. Total Won Deal Value: $500,000 2. Deals Started: 59

    (WR 35%) 3. Deals Won: 20 (WR + ADV $25,000) 4. Proposals Presented: 39 (Check/Balance) 5. Proposal Value Presented: $1,400,000 (WR) 6. Prospects Emailed: 80 Current Quarterly Team Sales Goals
  42. In order to win $500k, we need to send out

    39 proposals totaling $1.4M.
  43. In order to send out 39 proposals totaling $1.4M, we

    need to add 59 deals (or leads).
  44. In order to to add 59 deals/leads, we need to

    _______, _______, & ______.
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  47. Word of Mouth RFPs Existing Clients SEO Referral Program

  48. Word of Mouth RFPs Existing Clients SEO Referral Program

  49. Word of Mouth RFPs Existing Clients SEO Referral Program

  50. Word of Mouth RFPs Existing Clients SEO Referral Program

  51. Random Pro-Tips or Other Things We Do That May Be

    Helpful
  52. Speed it up. Templates! Automation! Fill-in-the-blanks!

  53. The value is in the information and outcomes, not necessarily

    in the effort itself.
  54. 1. Doc Variables 2. Proposal Templates 3. Email Templates

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  56. Design systems for your future company or sales team, not

    who you are right now.
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  59. Use a CRM not only for process, but for the

    data. Then review the data and adjust your strategy.
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  62. SUMMARY 1. Start using a CRM 2. Figure out KPIs

    3. Assign logical goals 4. Make efficient processes 5. Build your wheel
  63. Questions? Jeff Archibald / @jeff_archibald