I totally agree and love the modelling here. The hardest part is getting buy-in from leadership for even experimenting with it. Because you need to create a separate landing and ensure you split the traffic. Another part - coordinating outbound with sales (what lp do they share).
How do you handle convos with leadership and actually make the experiment work? And what’s the timeline for both models to have enough data and proof?
1. Your revenue leadership has to be able to see the idea in this (or feel what you are doing now is not working). Without someone sponsoring this with belief, you will get so much push back from your sales reps that you will crumble and turn around in a week.
2. Isolate some of the fastere deals you close and interview them about their process. What did they do, how did it play out in their committeee, what information did they gather. That will allow you to see how you miss or hit from day 1.
That's the conversation part.
Implementation wise, for bigger budgets, I would like to get a customer journey tool involved. Like Dreamdata. So you can see how accounts browse your website, how many stakeholders there are involved before the sales process and how everything plays out.
That data is another prove point, but it takes a bit of money and time to setup, so I would not start there.
And I would say you can see results in 1 sales cycle if you are willing to let it play out. If you average sales cycle is 90 days, you will see some deals come through faster when you start to give them better answers up front. But it takes a full buying cycle before your can see the full effect for a buying cohort, which is 200+ days for most $5K+ software.
Are you opening up like this at Full-Funnel Andrei?
I totally agree and love the modelling here. The hardest part is getting buy-in from leadership for even experimenting with it. Because you need to create a separate landing and ensure you split the traffic. Another part - coordinating outbound with sales (what lp do they share).
How do you handle convos with leadership and actually make the experiment work? And what’s the timeline for both models to have enough data and proof?
There are two ingredients you gotta have:
1. Your revenue leadership has to be able to see the idea in this (or feel what you are doing now is not working). Without someone sponsoring this with belief, you will get so much push back from your sales reps that you will crumble and turn around in a week.
2. Isolate some of the fastere deals you close and interview them about their process. What did they do, how did it play out in their committeee, what information did they gather. That will allow you to see how you miss or hit from day 1.
That's the conversation part.
Implementation wise, for bigger budgets, I would like to get a customer journey tool involved. Like Dreamdata. So you can see how accounts browse your website, how many stakeholders there are involved before the sales process and how everything plays out.
That data is another prove point, but it takes a bit of money and time to setup, so I would not start there.
And I would say you can see results in 1 sales cycle if you are willing to let it play out. If you average sales cycle is 90 days, you will see some deals come through faster when you start to give them better answers up front. But it takes a full buying cycle before your can see the full effect for a buying cohort, which is 200+ days for most $5K+ software.
Are you opening up like this at Full-Funnel Andrei?
(And sorry for the late answer)
Yes, a very similar approach (covered it in the Attribution article) on Substack. Great to see one more proof of it 🙌