The Revenue Cafe

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jason Reichl, CRO of Trustlayer.io. The Challenger Sale taught sellers that the status quo is the biggest enemy; it's not. The real enemy is Fear of Messing Up. Jason discusses how brands can delight their customers especially as the new business has dropped and there is a need to upsell into existing teams to hit your numbers.

HIGHLIGHT QUOTES

Sellers lose more deals because of FOMU - Jason: "Fear of messing up or FOMU is this idea that over 60% of your deals will never actually go to closure, even if you're talking to the right people, even if they're motivated to move away from the status quo, or motivated to move away from a competitor because of uncertainty. And because of uncertainty and because people are so good at hiding uncertainty, it actually makes the sales cycle much, much more difficult."

Expand and upsell into existing teams - Jason: "You must be expanding your product and team offering. So, I would say that one of the closest things to a repeatable sales process that's out there now is by expanding and upselling into your existing teams. These are areas that were not repeatable in the past, and most organizations didn't even really do this very well, but that's where the paradigm is shifting. When there's a net reduction in net new, then people are moving to upsell and cross-sell, and expanding their product is a way of servicing their customers."

You can find out more about Jason in the links below:

• LinkedIn: https://www.linkedin.com/in/betterjason/
• Website: https://trustlayer.io/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jenn Steele, CEO of Kissmetrics. In practice, getting the martech tools you need, starts with figuring out the questions you are actually trying to answer. Jenn advises sales and marketing teams to work with product teams as you may not want the same tools. And lastly, you must demand visibility or you won't succeed.

HIGHLIGHT QUOTES

Find out what you want to measure and the tools you need to do so - Jenn: "Key takeaway here is that if all you have is a hammer and everything looks like a nail, in other words, if all you have is your martech stack, then you're actually going to be super limited in what you're measuring, what you're optimizing, and how you can grow."

You can find out more about Jenn in the links below:

• LinkedIn: https://www.linkedin.com/in/jennsteele/
• Website: https://www.kissmetrics.io/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jenn Steele, CEO of Kissmetrics. Experience taught Jenn that moving from an enterprise model to a product-led motion without changing the Martech stack ended in ridiculous amounts of work to produce just 3 data points. Jenn emphasizes that switching up the Martech stack allows you to mesh together different data points to produce true visibility and analyze in-product journeys.

HIGHLIGHT QUOTES

Change your Martech stack to lead better growth - Jenn: "If you're in marketing, you are a growth expert. How are you going to say, oh, if we just do this in the product, or if we lead them to this feature in the product, we'll grow? Or, hey, we've discovered that conversion to paid works much better if they do A, B, and C, so let's lead them to A, B, and C."

PLG takes data from sources that don't integrate together - Jenn: "Full visibility is absolutely vital, not just the points that you think you need, but what's happening, what your users are doing inside your free version or inside your free trial, or however you want to do PLG as opposed to trying to cobble stuff together. Your Martech stack is not built for that.."

You can find out more about Jenn in the links below:

• LinkedIn: https://www.linkedin.com/in/jennsteele/
• Website: https://www.kissmetrics.io/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jordan Crawford, Founder of Blueprint. He moves on to the Q&A portion of his webinar and gives tips on how best to use AI in this industry. Jordan also answers questions on providing value for free upfront and raising awareness using programmatic content.

HIGHLIGHT QUOTES

AI in sales will be centered on the buyer's problem - Jordan: "It's a different thing if I can reach out and say, Hey Jordan, I saw that you were spending time researching this topic, and I know that you're actively looking based on your posts like you're actively looking to solve this problem. How's it coming along? And AI will soon be able to do that thing. But we need to ask better questions of AI today to get us to do the things that we really want, which is not the buyer's attention. We want to talk about the buyer's problem."

Using programmatic content while prospecting - Jordan: "What I did is I took all that data and I matched that data to people. So I said, this job closed at this date from this company and then this person started at this company with about this same title, and then marry that data set and I'm going to spin up programmatic pages so sales reps can go on my site and instead of prospecting by a title, they can actually prospect by a description in a job."

You can find out more about Jordan in the links below:

• LinkedIn: https://www.linkedin.com/in/jordancrawford/
• Website: https://blueprintgtm.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Jordan Crawford, Founder of Blueprint. The stats prove that SDRs could be making buying worse as a company scales. It is, however, not impossible to scale without sacrificing quality with great data + structure = quality outreach of scale. Use the GAS approach: Give away value for free, Approach programmatically with value, and Schedule meetings with customers.

HIGHLIGHT QUOTES

The GAS Approach builds the GTM engine - Jordan: "How do you fix this? We'll use the GAS process... so Give away value for free, Approach programmatically with value, and Schedule meetings with customers where the value that they experience was great."

The old way simply does not work anymore - Jordan: "We shape our tools and therefore our tools shape us. We are in this loop that I have Apollo, I have ZoomInfo, what do I say to people? That is not the problem that we should be thinking. The thinking is like, what is the very best message that you can deliver to a customer independent of how long it takes you to deliver that message, and then you want to reduce that cost over time."
 

You can find out more about Jordan in the links below:

• LinkedIn: https://www.linkedin.com/in/jordancrawford/
• Website: https://blueprintgtm.com/

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here:  www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Lee Gladish, Managing Director of DemandScience. He discusses that motivation is needed to use a complex product. Knowing this, PLG companies need to be flexible with their activation methods and know when to layer sales into their PLG. Lee also shares that product education should be treated as a marketing cost rather than a support cost.

HIGHLIGHT QUOTES

Experiment on activation methods - Lee: "Remember a hundred percent of your customers, a hundred percent of your users, a hundred percent of your trial customers all go through the same process. They all have to go through the website. They all have to activate, and they all have to sign up. They all see the same thing. They all go through the same. So remember, when it comes to triggers, how do you know when to trigger certain users based on, most likely,  based on actions."

An end user must have the motivation to use a high learning curve product - Lee: "For a user to take action, they must have motivation. It must be easy enough to do, and if that's the case, you can really layer on your triggers, and then it’s just like rinse and repeat."

You can find out more about Lee in the link below:

• LinkedIn: https://www.linkedin.com/in/leegladish/
   

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Lee Gladish, Managing Director of DemandScience. He digs into how the best PLG companies are actually sales-led and discusses the formula B=MAT which stands for Behavior = Motivation, Ability, and Triggers. While a PLG strategy focuses on "A," for more complex products, it's all about the "M."

HIGHLIGHT QUOTES

PLG is still primarily sales-driven - Lee: "Everyone thinks PLG is the shit but what a lot of people don't really understand is product-led growth companies really generate a lot of revenue from sales as opposed to just product-led growth."

Defining PLG and what it really means - Lee: "What are the fundamentals, the basis of PLG? So we can all agree, It's probably a low barrier to entry, there is quick time to value, so no or little implementation when you're having your users go through a PLG strategy, and somewhat of a network effect maybe virality within the product as well."

You can find out more about Lee in the link below:

• LinkedIn: https://www.linkedin.com/in/leegladish/
   

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Mandy Thompson, Founder and CEO of Digital Reach Online Solutions. ABM can only be a success when stakeholders align resources, technology, and time. Success, in its stages, must also be defined and aligned and an ongoing iteration planned for too. Mandy also gives tips for early-stage companies to begin their successful ABM strategy.

HIGHLIGHT QUOTES

A step-by-step approach gets stakeholders at the table - Mandy: "If you take it, step by step, you get everybody to the table, and we're truly aligned across all of these different areas, not just okay, we're going to get a list of targeted accounts and domains and we're going after the VP of sales and the VP of marketing and the head of finance and we're going to serve them."

Define ICP and get clarity on available resources for accounts - Mandy:  "Obviously, starting with the ICP is really important and starting with a manageable number of accounts. And so, I think you need to go wide enough to be able to collect data that is going to be meaningful, but you need to be narrow enough to actually understand what is working."
 

You can find out more about Mandy in the link below:

• LinkedIn: https://www.linkedin.com/in/mandy-thompson-digital-reach/
   

Check out more Hot Takes on revenue acceleration on our website below!
 

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Mandy Thompson, Founder and CEO of Digital Reach Online Solutions. ABM as a strategy fails because of a lack of alignment across revenue teams, unclear handoff when ABM becomes ABS, and simply no strategy for account-based efforts to continue in sync with sales after the initial sale.

HIGHLIGHT QUOTES

Be aligned on your definition of success - Mandy: "How are we defining success? How are we defining the milestones and touchpoints where we're going to engage accounts and be aware of our accounts so that we can continue this account-based experience beyond just that initial sale? And so tech doesn't fix that. Tech can help us to implement and deploy, but we have to all be on the same page."

You can find out more about Mandy in the link below:

• LinkedIn: https://www.linkedin.com/in/mandy-thompson-digital-reach/
   

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Massimo Arrigoni, CEO of BEE Content Design. He provides the steps to reinvent your PLG by switching up metrics (meaningful conversations vs conversions, incentivizing expansion MRR vs new business MRR) and investing in RevOps. Massimo talks about the changes a sales team has to make to be more product-focused and how PLG doesn't have prospects, just customers in different stages of adoption.

HIGHLIGHT QUOTES

Selling in a PLG motion is different from traditional selling - Massimo: " The people in your sales team that will reach out and try to understand more about these customers, what they're doing, et cetera, they have to be very product-focused. They're dealing not with a prospect, they're dealing with somebody that's been using the product for a long time, possibly more experience with some of the features than they have."

You can find out more about Massimo in the link below:

• LinkedIn: https://www.linkedin.com/in/saas-ceo-massimo-arrigoni/
   

Check out more Hot Takes on revenue acceleration on our website below!

Catch the second edition of Hot Takes Live and enter to win a free ticket to SaaStock 2023 + $500 for travel expenses! Save your seat here: www.HotTakesLive.com