Eoin O'Liathain - The 4 Ps of Scaling Sales: Product, People, Process, and Pipeline (Turing Fest 2022)

When building out a revenue organisation there will be countless decisions to make. Fortunately, it’s not rocket science and if you can get the fundamental pillars right the other pieces fall into place. Get the pillars wrong and no amount of good will or work can set it right.

This talk walks through those fundamental pillars (the 4Ps), revealing how to set up your revenue organisation for growth and scale, taking lessons wrested from 10 years in sales. It examines the tethered relationship between product and sales, how and where to get and keep your people, which processes matter and how to think about the pipeline.

If you’re a startup wanting to be a scale-up or generally interested in the machinery of a solid revenue organisation then pop along.

Head to www.turingfest.com to learn more about Europe's best cross-functional tech conference.

Transcript

1. Eoin O’Liathain - Turing Fest Scaling Your Revenue Org
2. 4 Ps • Processes • Pipeline • People • Product
3. Eoin O’Liathain Sales Specialist
4. 20x 9x so far
5. PEOPLE PIPELINE PRODUCT PROCESSES Recurring Revenue Engine
6. Product
7. Sales ≠ Demand
8. 18 Months Average VP Sales Tenure (includes winners)
9. First 5 Customers Founder-led sales When to move forward • NPS >30 • 90% customer retention • 100% revenue retention Org • No sales or marketing 5-20 customers When to move forward • NPS >30 • 90% customer retention • 100% revenue retention • <12 Month Payback Period (or 1 sales cycle) Org • 2 evangelical sales people • 1 marketing director • 1 customer success 20+ customers When to move forward • 90% customer retention • 100% revenue retention • <12 Month Payback Period (or 1 sales cycle) Org • 1:1 SDR ratio OR • Team of 3-4 marketers • Hire based on capacity relative to demand generation Phases of Growth
10. The Elusive Product Market Fit Proxies
11. PFM Evermore
12. Product Market Feedback Model • Win / Loss Review of Deals • Feature <> Sales Slack Channels • Embedded Teams • Customer Council • Sales Conversation Intelligence Tool Tethered & Time ’t’ <>
13. UNLOCK REALITY
14. The Order of Operations • Product Usage • NPS • Churn • Leads • Marketing- Pipeline • Funnel Conversion • # Deals • Average Selling Price • Conversion
15. People
16. Sourcing How When Senior Hire Always Referrals Always Agency Short Term, Speci fi c In House Talent Team Long Term, General
17. Two Sourcing Tips Go Outbound Recruiting = Selling • Job Spec • What’s in it for you • The Why
20. Selecting • Your best people should interview • Clearly de fi ned competencies per role • 3:1 Ratio of New to Experienced* • Relevant sales experience* • References are mostly fake • Hire on results vs adjectives Stage Criteria Who Screen 15 mins Holistic Recruitment Challenge 1 hour 2-3 Competencies Hiring Manager Culture 30 mins Values Senior Debrief 15 mins Roundtable All
21. “IF YOU can only be good at one thing, be good at lying… because if you’re good at lying, you’re good at everything.”
22. Keeping
23. Keeping Compensation • Go with something • Regular Market Benchmarking • OTE ~ 5x Target Career Paths • Map out 2-3 Years + • Distinct levels + roles Invest in Management • Sales Impact Academy • In House Enablement 0 Year 1 Year 2 Year 3 Year 4 Rep Productivity
24. Processes
25. Take a Full View
26. Lead ➡ Deal Quote ➡ Cash Onboarding ➡ Renewal Sales Ops
27. Sales Ops
28. Match the sales motion to buying motion
29. Keep it simple
30. Pipeline
31. Channels Channel Referrals Word of Mouth Review Sites Outbound Performance Marketing Field Marketing Community
32. Pipeline # Volume X Conversion %
33. Ideal Customer Profile
37. The Riches are in the Niches
42. Herd - Sports Prediction • 2m Linkedin impressions • 10,000 app downloads
43. 4 Ps
44. Happy to Chat calendly.com/eoin-pleo