Episode Summary

In this episode of Building in Public, David Ellis and Stacey Cruickshanks discuss the latest updates on their ambitious Q1 goal: securing 30 new sales. 

Joining from the French Alps while on a two-week snowboarding trip, David shares how he balances work and time off, the marketing experiments driving growth, and why his sales process is delivering a 6X return on ad spend.

Guest Profile: David Ellis

David Ellis is a B2B growth strategist and founder with a strong track record of scaling businesses through demand generation and high-converting marketing funnels. 

His expertise lies in helping companies build predictable revenue streams through strategic marketing investments.

Key TakeawaysHow David Balances Work and Snowboarding

• Works remotely while maintaining productivity
• Stresses the importance of setting clear boundaries for work and personal time

Scaling Sales: The Q1 Challenge

• Goal: 30 new sales in Q1 2025, doubling the usual target
• Marketing spend has increased proportionally to drive results
• Early success: £9,000 spend generated £63,000 in revenue (~6X return)

The Importance of Infrastructure Before Scaling

• Scaling too soon without the right infrastructure can damage client relationships
• Took 18-24 months to refine service delivery before ramping up sales
• Recent hires and process improvements now allow for expansion

Sales Metrics and Conversion Insights

• 31 sales calls booked in January
• 7 new sales closed, with additional prospects still in the pipeline
• High show-up rate (90-95%) due to effective lead qualification
• 40-50% close rate, which suggests pricing may even be too low

Marketing Experiment: Skipping the Website

• Switched LinkedIn profile CTA from Visit Website to Book a Call
• Early results show a lower cost per demo and increased call bookings
• Could signal a shift in B2B marketing where direct call booking outperforms traditional website lead nurturing

The Role of Data in Decision-Making

• Primary KPI is cost per demo to track efficiency of marketing spend
• Sales calls are structured as consultations rather than hard sells
• Data-driven approach ensures continued optimization of marketing efforts

Chapters and Time Stamps[00:00] – Introduction and Episode Overview[00:43] – David’s Remote Work Setup and Snowboarding Routine[01:52] – How David Manages Work and Snowboarding[02:33] – The 30 Sales Q1 Goal and Why Now[04:31] – Building the Right Infrastructure Before Scaling[06:34] – January Sales Performance Recap[08:19] – Understanding Sales Call Quality and Lead Conversion[11:04] – Why David’s Show-Up and Close Rates Are So High[13:16] – The Future of Sales Calls: Will David Step Back?[16:23] – Biggest Lessons Learned from Scaling[18:53] – The LinkedIn CTA Experiment: Skipping the Website[20:05] – The Role of Data in Marketing Decision-Making[21:46] – Should Pricing Increase Given the High Close Rate?About Building in Public

Building in Public is a podcast that takes you behind the scenes of scaling a B2B business, sharing real-time insights, experiments, and lessons from the trenches. If you're a founder or marketer looking to grow sustainably, this show is for you.