Keynote by Dominique Levin, Managing Partner, Winning by Design, 20th June 2018 at SaaStock on Tour New York.

1. Sales as a Science
Winning By Design - June 2018
Dominique Levin

2. 80 : 80 Rule
SUPERSTAR CULTURE SCIENCE CULTURE
80% of the revenue is generated by
20% of the people
80% of the revenue is generated by
80% of the people
SuperstarOrdinary SuperstarOrdinary

3. Compressed Sales Cycle
Sales Cycle (months)
Number
of deals
per year
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
10
100
Recurring
model
with ACV of
$12-48k
Perpetual Software
with a large
Upfront commit:
$100,000 + 20% U/S

4. Shift of Risk & Revenue
95%
Logo Retention
>130%
Net Revenue
Retention
75%
Revenue from
Existing Customers
LAND EXPAND

6. CUSTOMER SERVICESALES
LAND EXPAND
Specialization

7. CSM
MDR SDR AE ONB AM
LAND EXPAND
Specialization
Support

8. PROCESSES
ENABLEMENT
SKILLS
TEAM
TECHNOLOGY
SYSTEM / PROCESSES
ENABLEMENT
SKILLS
SUPER
STAR
TECHNOLOGY
Rise of A Science Culture

9. CR7
Awareness Education Selection Setup Use Grow
I
$CR1
The SaaS Method
t(1)
CR2
t(2)
CR
3
CR5 CR6
CR
4
SQLMQLPROSPECT COMMIT LIVE ARR LTV
t(3
)
t(5
)
t(6
)
t(7
)
t(4
)
SAL
V

11. The SaaS Method

12. Science: Causation not Correlation
Normalize the data, measure
and benchmark the process,
analyze and observe
performers, to find the root-
cause of any gaps.
Design the process,
organizational design,
compensation, KPI
dashboards, enablement,
and identify key skills.
Implement technology to
provide turn-by-turn
directions and automation
where possible and
appropriate. Measure results
and iterate as needed.
Train and on key sales
activities in the sales
process. Provide
enablement to ensure
process adherence and
retainment of knowledge.
AS S E S S DE S I G N TR A I N IM P L E M E N T

13. Outbound Call Discovery Call Demo Kick Off Ongoing Expansion
V I
$
Educate
NOT
Pitch
3
Grow
NOT
Upsell
71
Pain
NOT
Fit
Trade
NOT
Negotiate
4
Diagnose
NOT
Qualify
2
Results
NOT
Usage
6
Orchestrate
NOT
Onboard
5
The Moments That Matter
SAL
SQLMQLPROSPECT COMMIT LIVE ARR LTV
Proposal

16. Stage 1
CONVERSATION
Stage 2
DISCOVERY
Stage 3
DEMO
Stage 4
PROPOSE
Stage 5
TRADE
Stage 6
COMMIT
Stage 7
LOSS
GOAL Secure a meeting with a client
who fits the profile and has a
pain.
Diagnose the pain,
identify the urgency and
determine if we can help
the customer.
Navigate the org and
keep educating by
providing materials.
Create a proposal
outlining price and impact
it will have on the
customer’s business
Prepare paperwork and
execute with a sense of
urgency
Professional follow
through to minimize
buyer’s remorse, and
bookkeeping in CRM
Schedule a debrief to
learn what we can do
better next time. Leave a
great impression!
BEFORE SDR Handoff
- Call before the call
- Situational & pain questions
Research situation
- Research stakeholders
- Identify Use-cases
Decision Makers
- - Establish a 3 x 3
Create proposal
- Calculate Impact
Trade off matrix
- Prepare trade options
CSM Hand-Off
- Win vieo
- Schedule Kick-off
Set Alerts
- Set alerts for 3/9 month
check-ins
DURING Confirm Situation
- Situational questions
- “Did I get that right?”
Determine Pain
- Emotional pain
- Rational pain
Discovery Meeting
- Get Critical event
- Establish Impact
Educate/Demo
- Top 3 Pain Points
- Ball Park Pricing
- Verify 3x3
- Find decision process
Propose
- Set up a reference call
- Involve execs
- Involve CS
Trade
- Agree on Pricing
- Establish the Terms
- Establish the Trade
Revise the proposal
- Re-establish impact
- Highlight Critical Event
Process paperwork
- Execute mutual sign-off
- Send executed copies
- Archive contract
- Update CRM
Debrief
- Debrief w/ the customer
- Update CRM
AFTER Scheduled a disco/demo
meeting
Scheduled meeting
with decision makers
Scheduled a review of
the proposal. Do not
sent a proposal before
review meet is
scheduled.
Proposal sent, and
reviewed with the team.
Do not discount
without a trade!
- Get a commit date
- Consequences of
missing the commit date
- Confirm the trade in an
email IMMEDIATELY
- Scheduled a kick-off
call
- Send thank you note
- Send a thank you email
to the client
ENABLE - WBD Research Template
- WBD Q-Cards
- WBD Q-Cards
- WBD Disco Blueprint
- WBD Demo Blueprint
- WBD Battle Cards*
- WBD Account Plan
- WBD Value Proposal
- WBD Battle Cards*
- WBD Account Plan
- WBD Trading Cards - WBD CSM Hand Off
MQL SQL SAL Propose LossDemo Verbal Win
The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™

17. PROGRESSION OF THE CALL
CLIENTENGAGEMENT
CRITICAL EVENT
IMPACT
PAIN QUESTIONS
SITUATIONAL QUESTIONS
PAIN QUESTIONS
INSERT 3RD PARTY
REFERENCE OR ASK
MORE QUESTIONS
SITUATIONAL QUESTION
DECISION CRITERIA
Start Agenda
Next Steps
S
P
S
P
I
CE
Summarize
D
3
Prescribe
Prepare
Discovery Call Blueprint
The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™
Slow
Down
More
Energy
Stop
Talking
Listen
Carefully
Take
Notes
WAGONS
ACE

18. CHALLENGES DISCOVERY QUESTIONS USE CASES
Adoption of Tools.
Lack of effective systems and
utilization of tools
S Do you have a consistent place where all
......sales collateral is accessed?
P How is your team sharing content today?
I How would your reps confidence in your ......
tools affect their ability to drive revenue?
Ashley, the sales operations director at Argen had a challenge with
using Salesforce for sales content. Her reps struggled to find
information and Salesforce wasn’t consistently adopted. She
increased adoption over 90% in 30 days, also aligning sales &
marketing in the process.
Inconsistent Training.
Decrease sales cycle, and
increase wins
S How much time do your reps spend .......
looking for the right content?
P How do you measure training .......
effectiveness?
I What would happen if you don’t meet .......
your growth target?
Chris Lapworth, VP of Communication at JLT found his team not
forecasting or using using Salesforce consistently. He couldn’t figure
out who the top producers were and this was hampering his ability to
design effective training programs. Chris was able to increase
Salesforce adoption and now everybody is sharing best practices.
Unreliable Data.
Need to implement effective
sales strategies and reporting,
often linked to and sales
performance measurements
S What other tools are you using?
P Do you have clear visibility into what’s
......working, A/B testing the best content?
I How would it affect your team if you weren’t
able to find a solution to meet your goals?
Jason Berk from Avinger’s existing solution required lot of technical
support, and provided inconsistent data. His reps were struggling to
sell into complex ecosystems like Hospitals. In 6 weeks, Jason was
able to improve sales by helping his team find things through
advanced search, while getting better analytics on sales practices.
Sales Operations and Enablement
The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™

19. Gold boxes count for double points. Typical scoring is 2 points for yes, 1 point for attempted but didn’t quite nail it, and 0 points if missed.
Discovery Call Bingo Card
ACE and Agenda
A ppreciate C heck end time
(if scheduled)
E nd goal
(if scheduled)
Agenda Ask “what else to
add?”
Summarize
previous call or
research
Diagnose / SPICE
Establish
S ituation
Identify
P ain
Prioritize
their pain
Share
3rd party story
Identify
I mpact
Uncover
C ritical
E vent
Demo
Prioritize their
pain
Orient them to
layout
Add their context
to each feature
Would this solve
your challenge?
How would this
impact you?
Can you see
yourself using
this?
Connect the
Wagons
Summarize
Did I get that
right?
Client says “that’s
exactly right”
Ready for next
step?
Schedule
Follow Up
What do you want
out of next step?
Ask if others
would benefit to
join next?
TALKER T one of voice A sk questions L isten & mirror
K eep
notes
E laborate R epeat
The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™

20. Implementation
The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™
Custom implementation inside Google Sheets

21. The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™
https://www.refract.ai (powered by Winning by Design)

22. Think in Systems
CR1
0.30
0.31
0.32
1 3 75 642
CR2
0.20
0.21
0.22
CR3/4
1:5
1: 4½
1:4
ACV
-20%
-10%
0%
ARR
$1,455,552
$2,078,256
$2,921,143
I
PROSPECTS
1,000
1,000
1,000
V
CR5
0.95
0.97
0.99
CR6
0.95
0.97
0.99
CR7
1.00
1.02
1.05

23. Think in Systems
$1,455,552
ARR
Level of
expertise
Amateur Professional Expert
2.0x
$2,921,143
$2,078,256

25. Thank You
Learn more:
www.winningbydesign.com/sales-
academy/
Dominique@winningbydesign.com
https://www.g2crowd.com/products/winning-by-design/reviews