This document provides an overview of Forecast, a resource and project management platform powered by artificial intelligence. It summarizes Forecast's product and technology, leadership team, go-to-market strategy, sales funnel metrics, and sales playbook. Forecast delivers automation and insights for digital projects. It aims to make projects more timely, profitable, and satisfy clients. The leadership team includes the CEO, CTO, and CRO who have technical and business development backgrounds. The go-to-market strategy focuses on different market segments based on company size and monthly recurring revenue. Key metrics like website traffic, conversion rates, and monthly growth are provided. The sales playbook outlines the process from lead generation to onboarding new clients.

1. INBOUND
B2B sales & marketing
Talk on August 29, 2018
Dennis Kayser
dennis@forecast.it
PreSeed Academy

2. Forecast is a Resource & Project Management Platform
that delivers automation & insights for digital projects,
powered by Artificial Intelligence (AI).
Product & Technology
Result
Timely and more profitable
projects, with satisfied clients.

3. Dennis Kayser, CEO
MSc. Computer Science & Biz. Dev.
Management consulting background from
IBM and experience working at different
startups (Magento Commerce, IMT Labs).
Danny Larsen, CTO
MSc. Computer Science
Senior architect background from
NetCompany and NaviPartner building
systems, infrastructure, and integrations.
Kasper Iven Skjold, CRO
MSc. Business Administration SCM
Sales background from Berlingske, IBM, and
SAS Institute. Experience managing inside- as
well as solution sales.
Leadership Team
+
a team of 28 highly skilled, diverse people

4. http://christophjanz.blogspot.com/2014/10/five-ways-to-build-100-million-business.html
Rabbits (<$300 MRR)
Deers ($300+ MRR)
Getting to $100M ARR

5. Small biz
(<$300 MRR)
Mid-range
($300+ MRR)
Enterprise
($3,000+ MRR)
G2M / Adoption Mode Self-service Low/medium-touch High-touch
Team / Dep. Size <25 people 25-500 people 500+ people
Product Acceptance Millennials demand
consumerization
Professionals demand
interconnectivity
White collar are used to outdated UX & UI
Organizational Complexity Small team in one location Various teams spread over several
locations
Large matrix with multiple locations
Process Perception Manual processes are accepted Manual processes waste time Processes are documented and
automation is the ambition
How to Win Deals Simple, single purpose, low price
tools
Ease of use, integration,
automation
End-to-end process management,
portfolio + risk, governance, & insights
Tool Stack Asana, Basecamp, Teamwork, 50+
more single use tools
Spreadsheets, Accelo, Mavenlink,
LiquidPlanner, Wrike
Clarizen, Workfront, Oracle, HP, IBM, SAP,
Custom development
Market segment focus
High growth market
with obsolete solutions

6. Market segment focus
Team / department
($50-$300 MRR)
Core customers
($475-1,500$ MRR)
Small enterprise
($1,500-$3,000 MRR)
G2M / Adoption Mode Self-service Low-touch Medium-touch
Size 5-30 people 25-200 people 200-500 people
Plan Team Professional Professional/Unlimited
Needs “Simple” with no advanced
connectors, an easier package.
Automated and integrated, the
“whole” package.
Close to enterprise but can not or will not
pay the premium, more customer care.

7. Personas
We’re extensively using personas

8. Why people buy?
+ No hassle overview
+ Real-time insight for risk mitigation
+ Be able to share insights
+ xxx
+ xxx
÷ Loose quotes
÷ Having employees idle
÷ Projects failing
÷ xxx
÷ xxx
+ Success with own projects
+ Good/career projects
+ xxx
+ xxx
÷ Asking team members for status
÷ Manual input
÷ Repetitive tasks / lack of
÷ xxx
÷ xxx
Managing Director / Finance Project Manager
+
÷

9. https://labs.openviewpartners.com/product-qualified-leads-saas/#.WqvVPx-YUUE
High Level Funnel
Lead and engagement scoring
(Product Qualified Leads)

10. Placed content
- Review sites
- Blog mentions (dpm.com)
- Podcast features
- ...
Own content
- Blog posts & case stories
- ...
Platform placements
- Slack profile
- ...
Online campaigns
- LinkedIn ads targeted Slack and Jira users
- ...
Direct sales
- Two drip email campaigns
- ...
Upsell to Forecast clients
- Monthly gap report
- ...
Social selling
- Auto visits (Dux-soup)
- Conversation engagement on LinkedIn
and Quora
- ...
Member get member
- Incentify clients to invite new trials
- ...
MARKETING SALES
Market
Companies with 25 to
500 employees
Personas
Project manager and
upper management
Pitch
Makes digital projects
predictable and
digital agencies
profitable
Go To Market
Sales Strategy

11. Enterprise
Cost takeout
Ideal Clients DK
Agile co-create
Pain mail
Ideal Clients
Emerging Markets
Pain mail
Just landed
Webinars
Resource4
Predictability benchmark
Dear friend
1st Ideal clients ref.
Early adopter
Public corp.
Reference = Free
Cherry Picked (ABM)
Agile co-create
Pain mail
Webinars
Sales Plays

12. AWARE INTERESTED EVALUATING TRUSTING DECIDING ONBOARDING
Client
14 days free trial
How Our Customers Buy
Inbound Sales Funnel
Prospect
Lead Opportunity
Qualified
Proposal Sale
- Social selling
- Direct sale
- Upsell to Forecast clients
- Member get member
- Placed content
- Own content
- Platform placement
- Online campaigns
- Demo meeting
- 15 min. 1:1 sessions
- Help to trial setup
- YouTube channel
- Blogging
- Business case generator
- Webinars
- Help-center posts
- Implementation plan
- Commercial proposal - 90 days to success plan
- Training
- Case story

13. AWARE INTERESTED EVALUATING TRUSTING DECIDING ONBOARDING
Client
14 days free trial
Traffic drivers
Free
- Own content SEO
optimized w/ Social sharing
- Platform placement
Paid
- Placed content on
dpm.com ($1,200/mo.)
- Capterra + FB ($900/mo.)
Pull in market
Website uniques
xxx,420
(56% organic, 25% direct, 18% referral)
Last 30 days
Web to trial
conversion xx.7%
Last 30 days
Avg. MoM MRR
growth xx.3%
Last 90 days
Self-serve smaller clients and activate larger with proactive sales dev.
Identify high potential leads from demographic data and behavior,
and double down on the best fits.
Conversion on Product Qualified Leads: xx.1% Last 30 days
Conversion on all inbound leads: xx.8% Last 90 days avg.
Self-service/low-touch customers (<$300 MRR) wins with 0 to 2 touches
Medium-touch customers ($300+ MRR) wins with 3 to 6 touches
Average sales cycle is xx days
How Our Customers Buy
Funnel Metrics
Prospect
Lead Opportunity
Qualified
Proposal Sale

14. Sales Play
Landing pages
- A/B testing
- Social proof
Two blog posts
- Sidewalk
- Mid-lane
Fastlane content
- Value gifs
- Value video
Webinar + Q&A
- Slideshow
- On-demand
Identification
- Scrapers
- Toolstack sites
Email drip
- Get emails of fits
- Winback leads
Unknown
- AdWords
- FB & Instagram
Known
- InMails
- Newsfeed
Social sales hacks
- Community share
- DuxSoup visits
Placed content
- DPM
- Review sites
Learn fast content
- Help center article
- How-to videos
Welcome email
- Context of Play
Email sequence
- Demo meeting
- Webinar invite
Retargeting
- Webinar + Q&A
- Fastlane content
Website
engagement
- Bot message
Content
arsenal
Demand
Generation
Lead
Generation
Conversion
Support
Optimize
- Lead cost
- CaC
Content Marketing
Performance Marketing
Sales Sales Play Structure

15. Marketing Calendar
Initiative launches
May June July August September October November December
Salesplays Xero sales play Salesforce sales
play
Quickbooks
sales play
Jira sales play Sage sales play Quickfile sales
play
PPM sales play
Always on Retargeting
campaigns
Referral
program
+$1 = -$1
General
branding
One off Product hunt
on scheduling
Sitepoint

16. Sign up for a
Trial
Executor
ZK KN
KR KIS
FR JR
ALL
LinkedIn Ads to influence
booking a demo
(1st week of trial)
Lead to Account Nurture Wave
Contact for Syndicated blog
posts
Via email
Measure & Report
DEERS workflow to warm
up and win (Opportunity
Stage)
Become a MQL
Is a MQL but not
SQL ready due
to:implement
time (in the next
quarter)
Marketing strategy to
nurture lead
If they are not ready to implement yet
Optimize Traffic
Sources for
future Signups
Content Hub for each type
of company/needs
Via HubSpot Landing Pages
Content for Evaluation
(Not onboarding)
* based on lost reason
Become a No Fit
MQL
Lost reasons:
- Missing a feature
- Missing an integration
- Need only one feature
- Lost to competitor
- Wasn’t able to get in touch
- Went cold
- …
- …
Account based marketing process AFTER SIGN-UP

17. Automate Sales Task Generation
Automation is Key

18. Let’s meet call
Use context and E-mail drip
Secure meeting or
get referred to colleague
Discovery call
AWAF*
Get data for demo
Get pain meeting or get referred
Pain call
Confirm pain
Make Ka-pow demo!
Identify stakeholders
Get trial sign-up
Duration: Typical <5 minutes
Purpose: Arrange Discovery Meeting
Method: Challenger Sale (value/problem pitch) + stand up and smile
Fallback strategy: Get referred to colleague or another company
Value/problem pitch
○ Pre-frame: “One of the biggest challenges we are seeing… [Insert industry challenge that they are likely
experiencing and significantly impacted by]
○ Frame: “Some of the typical ways customers similar to you have tried to address this is…[Insert the
industry’s conventional wisdom tactics here]
○ Reframe: “What may surprise you is that…[Insert your insight that controverts conventional wisdom and
gets them to think differently about their problem]
Let’s Meet Call
*Are We A Fit

19. Opp. Q. Opp. Forecast
Lead
Predictive project budget email
LIGHT A FIRE
Visit their LinkedIn
FOMO mail to a PM
Appear on social radar
ENGAGE
Personal email to get 1:1 session
Call to invite to webinar
Send custom in-app message
Call to ask what integrations they would
like us to prioritize
3 question email prior to 1:1 session
QUALIFY
Call the manager - Business case
Email with a value provocation
SDR thank you call
Tool Box

20. The DNA That Makes It All Work
Our Sales DNA

21. How we plan and
prospect
How we present and
provoke change
How we find pain and
create urgency
Good Reads on Methodology

22. www.forecast.app