The Revenue Cafe

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature Rhys Williams, Founder and Managing Partner of Domestique Consulting. Capacity planning is the basis of the annual plan and is one of the biggest drivers of next year's success.

It also aligns the entire GTM team and establishes a set of assumptions and bets for the path to get there. Capacity planning maps out the resources you need to get you to the goals you want to achieve. It does not simply involve the sales team but also how much marketing you need and all other GTM functions as well.

HIGHLIGHT QUOTES

Track close rates on a per-segment basis - Rhys: "It's not just this peanut butter, oh, the entire team closes 33% so we need 3x of that. Where are you going to hire if you're going to hire in the SMB, what's their close rate compared to the enterprise? So you need to look at it on a per-segment basis."

Map the top-down capacity against the bottom-up to identify deltas - Rhys: "When you do capacity planning well, you map in all your assumptions based upon historical data. Hey, we've been converting at 33%. Marketing's efficiency is X per MQL, those types of things. And then what you do is when you figure out the delta you have between the board number and your bottoms-up plan, you say alright, what are the bets we can make on different assumptions to close that gap?"

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

• LinkedIn: https://www.linkedin.com/in/rhys-williams-24563617/
• Website: https://www.domestique.info/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website. 

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature the last part of our webinar with Rick Endrulat, President and Co-Founder of Virtual Causeway.

Remember to test different campaigns and keep getting data that you can take back to sales and marketing to create truly aligned ABM activities. Rick also discusses how to utilize content marketing to enable your outbound and vice versa for an effective feedback loop.

HIGHLIGHT QUOTES

Content marketing and outbound enable each other - Rick: "The key is getting the right piece of content to the right person at the right time in the process. And sometimes that is purely inbound and it's sometimes driven on their side. Other times, that requires you to be doing that from an outbound standpoint and doing it at a very targeted point in their buying journey. So it's a matter of figuring out how both content marketing and outbound can work in conjunction to help move people through the process."

Content and outbound inform you on your ICP - Rick: "ABM from an outbound standpoint, I think, is key because you need to determine what's your ICP and then do you have very specific account-based messaging that you need to get out there that's bespoke and that is very customized to that target market."

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

• LinkedIn: https://www.linkedin.com/in/rickendrulat/
• Website: https://virtualcauseway.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website. 

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, we feature the first part of our webinar with Rick Endrulat, President and Co-Founder of Virtual Causeway. Rick gives an updated view of what outbound looks like today. This includes a combination of digital and human interactions, ABM and targeting, and is practiced with an integrated approach.

HIGHLIGHT QUOTES

The benefit of outbound is instant results - Rick: "The cool thing about outbound, if you do it right, is that you can actually get instant results and get that feedback loop really short and understand very quickly what your customers or your prospects are thinking, what they're saying, and how you move them through the process."

Your outbound must be integrated with other efforts - Rick: "Really, you need to worry about thinking, about integrating your marketing efforts. So you can't just rely on one kind of catch-all tactic. Your outbound is failing if you execute using only these old methods."

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

• LinkedIn: https://www.linkedin.com/in/rickendrulat/
• Website: https://virtualcauseway.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website. 

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Armando Biondi features Ryan Milligan, Senior Director of Revenue Operations at QuotaPath. Today, Ryan digs into the increase in retention and attraction of top talent by having a transparent sales comp structure in place. He discusses the simple graph they use to determine a rep's compensation, as well as the benefits of a clear growth path without biases that are available to each rep at QuotaPath.

HIGHLIGHT QUOTES

Explaining accelerated rates after the achievement of quota - Ryan: "You earn any dollar up to a hundred percent, and then once you're over a hundred percent attainment, you earn a higher rate, because we want to emphasize that. And then, we also have a rate kicker for 2-year and 3-year contracts. So if a rep signs a 2-year commitment or a 3-year commitment, she makes an additional couple of points on her rate. So in total, a rep has 6 rates she can earn for any deal."

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

• LinkedIn: https://www.linkedin.com/in/ryanemilligan/
• Website: https://www.quotapath.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Armando Biondi features Ryan Milligan, Senior Director of Revenue Operations at QuotaPath. Today, Ryan shares how to rethink sales comp that is equitable, fair, and easy for your organization. He discusses the different levels of their sales org, how each one has the same base and variable, and how this is all public knowledge.

HIGHLIGHT QUOTES

AEs on the same level have the same base and variable - Ryan: "Reps on the same level at your org should have the same on-target earnings. So our account executives, each of them have the same variable and the same base. When you graduate to an account executive two or get promoted, you now have a higher base and variable, and when you level up to a senior account executive, you have a higher base and variable as well. That should be public and shared within your sales team."

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

• LinkedIn: https://www.linkedin.com/in/ryanemilligan/
• Website: https://www.quotapath.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Gary welcomes back Tyler Lessard, VP of Marketing at Vidyard. Today, Tyler dials in on how to hyperfocus your content resonance. He stresses the need to create content your audience deserves. He also discusses how resonance factors in format, emotional connection, and the "irresistibility" factor, and how the key metric is only engagement and nothing else.

HIGHLIGHT QUOTES

Your content must be focused on your audience 110% - Tyler: "Focus on your audience, so step back and say are we creating content because it's what we want to say in the formats we're comfortable putting them out in, or are creating our content for our audience 110%? Are we doing what they really want to engage with? Take cues from YouTube, Tiktok, great podcasts in your community, stuff that you're jealous of, and say, well, I can do that."

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

• LinkedIn: https://www.linkedin.com/in/tylerlessard/
• Website: https://www.vidyard.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Gary features Tyler Lessard, VP of Marketing at Vidyard. Today, Tyler explains that resonance, not personalization or relevance, is the key to making successful content.

After reaching out to salespeople and learning about the content they consume, Tyler learned that it's not the best or most valuable content they engage with. The content that resonates is short form, funny, and educational—and the key metric is engagement.

HIGHLIGHT QUOTES

Insights into the content that salespeople engage with the most - Tyler: "We said, well, what does our audience really want? And what do they deserve? And we realized they wanted short-form content, first and foremost. They wanted video and imagery first content. They wanted things that they could from quickly, but they also wanted things that would make them laugh."

Engagement is one true sign that your content is resonating - Tyler: "This is all about the audience. And our key metrics are going to be engagement and engagement, and our third metric is engagement because that is the true sign that your content is resonating."

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

• LinkedIn: https://www.linkedin.com/in/tylerlessard/
• Website: https://www.vidyard.com/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Gary features Vishwanath Mallikarjunan, CRO at Esper. Today, Vish discusses what a pipeline is and how good pipeline quality means that the pipeline accurately captures all the key attributes of the sales process.

He digs into what pipeline means from both the sales and RevOps points of view, as well as the 3 levels of pipeline in the CRM. Ideally, these 3 levels can actually be compressed into 2 or even 1 level.

HIGHLIGHT QUOTES

Pipeline defined is relative to a company's sales processes - Vish: "Pipeline is actually the tangible and articulated representation of sales process in CRM, so it is nothing but the snapshot of the sales process into the CRM. And pipeline by itself is also very useful input into forecasting and sales planning, so a healthy pipeline reflects very well on the sales process, whereas a healthy forecast reflects very well on the consistency of the sales process and the consistency by which we are snapshotting as a pipeline."

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

• LinkedIn: https://www.linkedin.com/in/vishwanathmallikarjunan/
• Website: https://www.esper.io/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website.

On this episode of Breadcrumbs Hot Takes Live by Revenue Cafe Podcast, Gary features Vishwanath Mallikarjunan, CRO at Esper. Vish puts together that all teams in the sales process must be aligned in how they are articulated in the CRM.

He also emphasizes that data hygiene and consistency determine the CRM data subset defined as pipeline, as well as the importance of understanding which sales motions are consistent or new and the outside factors that influence them. That pipeline must be segmented by sales motions separately.

HIGHLIGHT QUOTES

The key takeaways of sales pipeline in the CRM and forecasting - Vish: "The consistent sales process is the strategic foundation to a quality pipeline and quality forecast. Maintaining pipeline hygiene is very important but it comes at a secondary or at tactical level. So it is a sales process and its consistency and the way it's snapshotted, which clearly determines the outcome, which is the forecasting." 

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

• LinkedIn: https://www.linkedin.com/in/vishwanathmallikarjunan/
• Website: https://www.esper.io/

Check out more Hot Takes and educational episodes on revenue acceleration on the Breadcrumbs website. 

Gary, Joe, and Tim Fagan, Head of Revenue Operations at Jampp, chat about their entrepreneurial roots, their experiences building and scaling Sales Ops, Revenue Ops, and Marketing teams, what these terms mean to them, and the importance of communication and having your team all on the same page (and using the same tools!).