The Playbook To Re-Igniting Growth with Predictable Revenue Co-Founder and CEO Aaron Ross

1. The Playbook For
(Re)Igniting Growth
How To Triple Your Business’ Value

2. A dozen major updates
2nd Edition…

4. “From Impossible To Inevitable”
Sample 2nd Edition Learnings…
• How Sagemount Triples Turnaround Valuations
• How Twilio Nailed a Billion Dollar Niche
• Uncommon Practices of Hypergrowth CMOs

5. Uber-Trend

8. The 5 Reasons Revenue Plateaus
1. You’re trying to skip a step
2. Not enough sales roles
3. Muddy and misleading leadgen analytics
4. Ivory tower customer targeting and messaging
5. Conflicting revenue team goals

9. Skipping a step

10. The Missing Step

11. #1 Mistake
“Trying to force progress by jumping
ahead before completing the current
phase”
- David Skok-

12. Counter The Reality Distortion Field
2 years to ‘something’
5-10 years to exit

13. How Segemount
Triples Value in 3 Years

14. How Sagemount Triples Value in 3 Years

15. 1. Specialize Sales Roles (all the way)
2. Ramp Outbound Prospecting
3. Nail A Niche
4. Revenue Team Alignment (Sales❤️Marketing)
The Sagemount Playbook

16. “Organic Sales Growth is our #1 Focus”
+$1m IN ANNUAL RECURRING REVENUE
= +$12m IN COMPANY VALUE

17. Example: $40m investment
• IT Services Company with 150 Employees
• Lead sources: Partners, referrals, inbound
• 6 generalist salespeople doing it all
• Goal: triple growth from 10% to 30%

18. 3 Primary Metrics
# New initial qualified meetings held
# Proposals sent, and
Opportunities won / revenue

19. Specialization => Focus

20. Where Sales Misses Out
If one person doesn’t own “it”… “it” won’t happen
YES!! Split Inbound Sales Dev Reps
(inbound lead qualification) from
Outbound Sales Dev Reps (prospectors)
YES!! Split Account Management from
Closing

21. Ramp Leadgen (Ex: Outbound)
Can’t scale leadgen without accurate metrics
Every leadgen dashboard I’ve seen lies

22. • A.I.
• Email templates & scripts
• Account-based anything
• Apps
• Lists
Outbound is NOT all about…

23. Outbound is all about…

25. Classic Outbound Funnel
1. Activity Metrics
(Email, Phone, Social)
2. Results Metrics
(Conversations,
Meetings)
3. # Qualified, Audited
Opportunities
4. Pipeline Creation
Rate
5. Win Rates (Outbound
Goal: 20%)

26. Zuora’s Outbound SDR Funnel
10 NEW ACCOUNT PLANS 200–400 CONTACTS ADDED
600 DIALS (30/DAY) 1200 NEW COLD EMAILS.
16 “ARE WE A FIT CALLS”
4 SALES ACCPT OPP’S (20% WIN RATE)
2 TECH DEMOS
$100K ARR

27. Nail A Niche:
How Twilio Nailed A Billion-Dollar Niche By Walking In Its
Customers’ Shoes

28. Twilio gets it’s people out of the ivory
tower (aka their cubes) and into the
lives and minds of customers

29. 1. Walk (literally) in your customers’ shoes
2. Make your lawyers build apps
3. Get customer feedback before you build

30. “Who’s in charge of receivables?”
TO
“Who handles patient cash?”

31. Create “Revenue Team” Alignment
Close the Sales-Marketing Goal Gap

32. • SDRs work closely with Inbound and Outbound Marketing
campaigns
• One Revenue leader who speaks both languages
• Marketing: Qualified Lead (or SQL/SAL) Commit (not MQL)
(not MQL)

33. To (Re)Ignite Growth
1. Mindset: It’s going to take years longer than you want
2. Sales Specialization: Add another role
3. Ramp leadgen (outbound): 90% chance your dashboards
are off
4. Nail A Niche: Stop guessing, learn to read their minds
(interviews; do the work they do)
5. Revenue Team: A Marketing Commit that aligns with sales
(ex: Sales Accepted Leads)

34. “Best Business Book I’ve Ever Read”
“The Growth Bible of Silicon Valley”
FromImpossible.com
2nd Edition