Pete is the VP of Sales at Rigor, a leading provider of Digital Experience Lifecycle Management solutions. As a growth mindset leader with 23+ years of experience driving new revenue for enterprise software companies, he loves building and developing high performing teams. Today, Pete’s responsibilities include accelerating Rigor’s growth and sales velocity across all addressable markets globally. On May 24, 2018 at the Simply SaaS Forum, powered by Atlanta Ventures, Pete took us through how Rigor achieved $3 Million ARR in December of 2016 and have now reset the vision to $20 Million. He left the audience with five lessons learned: 1) Recruit, observe, coach, 2) Standardize - discovery, qualification & messaging, 3) Ensure demos deliver value (from the customers vantage point), 4) GTM Weekly Operational cadence, and 5) Training.

1. Digital Experience Lifecycle Management

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Lost Revenue
Shoppers leave without buying
Visitors leave without browsing
Poor Brand Experience
Missed Targets
Frustrated customers do not return
Conversion rates suffer
Increased bounce rates and abandonment
Decreased time on site and average cart size
In the Digital Economy
Poor Performance is Bad for Business

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Table Text Sample
Team Growth
Rigor Core Values

4. Evolving….
● Early days - Brute Force, doing whatever it takes…..
○ Friends, small logos, bigger logos….
■ Control Freak, GA Tech, Uniques Squared, Commissions Inc., Home Depot, Weather,
TempurPedic, etc...
● Rigor achieves $3Mil ARR (December 2016), resets vision to $20M
■ Align company on core values
■ Invest in Customer Success - avoid churn, awful / creates nightmares….
■ Hire / unify the Go-to-Market Team
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5. Everyone must have a Growth “Mindset” (Carol Dweck)
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Hiring Profile
● Having a passion and desire to get things done.
● Look squarely at your own mistakes and deficiencies.
● Ask what skills you need to get better - constantly try to improve.
● Have a readiness to grow – solicit feedback.
● Having the courage to be open / welcome to change and new ideas.
● Get rid of limiting thoughts.
“Becoming is better than being.”

6. DNA of Growth Focused Sales Teams
● Sense of Urgency
○ Operate like a world class enterprise, realize you are here to move the ball “today”
● Commitment to Excellence
○ “Make-a-difference“ attitude – not here to draw a paycheck --->Accelerators
● Willing to take Risks
○ Planned / calculated, make mistakes (try not to repeat them), try new things
● Competitive
○ Must be willing to go frontal, yet deploy strategic thinking to sales campaigns
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7. ● Growth aspirations highlighted by company vision
● Develop a system of clear and repeatable processes that we can measure
● Create more predictability around the quality of our pipeline
● To create a playbook of best practices from consistent performers
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Why are those traits important?

8. “Sales as a metric is a lagging indicator in fact, your monthly sales tell you
about the past. But there’s a better metric, your Key Metric.
you should track and score yourself to, and hold your VP Marketing and
marketing team to – Qualified Lead Velocity Rate (LVR), your growth in
qualified leads, measure month-over-month, every month.”
https://www.saastr.com/why-lead-velocity-rate-lvr-is-the-most-important-metric-in-saas/
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Lead Velocity Rate (Jason Lemkin)

9. Creating Pipeline: Go-to-Market must align on KPI’s
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● Assign Quarterly / Annual Quota targets for Pipeline Creation
● Track actuals against performance targets
○ Marketing / Sales Development / Inside Sales / Account Execs / Client Success / Partners

10. Foundation for Sales Acceleration
● Recruit - rare that a good rep walks through your door, recruit like you sell
● Standard pitch to ensure every customer facing resource delivers crisply
● Becoming proficient in proper discovery, qualification and messaging
● Ensure Demos deliver value specific to their use case and / or requirements
● Leaders must observe / coach - participating providing feedback
● Operational cadence on results, pipeline and activity reviews (Mike Weinberg)
● Sales Training
Be Focused Have Trust Communicate
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11. This is the reality….
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