Podcast episode
Secrets to Break Into Top-Tier Accounts with Product-Led Growth (Andrew Johnston, Superhuman)
30 Minutes to President's Club6 Feb 202432 min
Description
RESOURCES DISCUSSED View the written summary of this episode Get 1 month of Superhuman on us Other things you can steal FOUR ACTIONABLE TAKEAWAYS Do not enter a pilot or a POC without setting clear success criteria with your customer. The way that you should present the success criteria is to figure out what matters to your customer. Break your accounts and prospects into high-usage and low-usage groups. Coach up your low-usage team, and just ask your high-usage group “How can we get this into the hands of other people.” Consolidate your bill for people in different departments and consolidate the team for prospects in the same department. PATH TO PRESIDENT’S CLUB Head of Sales @ Superhuman Director of Sales @ Scale AI Head of Global Email (SendGrid) Sales & GTM @ Twilio Manager, Enterprise Sales @ Twiliio RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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I think a really good example of this is I was at a QBR in Twilio once and a rep had done all these qualifications, had mapped out the org structure, but they really couldn't answer the question of how does this business that they're selling into make money? And why would the product or why would Twilio at that point matter to the company and why would they buy the product? “And so understanding that is really going to help you excel.” It'll also help you map to what the right motivation behind the conversation might be. Love it. What's number two? Number two is something I like to call a 2468 pipeline. And it's about why you should build it and why you should have it. Essentially what a 2468 pipeline means is that you're matching your deal sizes or a number of deals to make sure you always have the right pipeline coverage.
And so understanding that is really going to help you excel. It'll also help you map to what the right motivation behind the conversation might be. Love it. What's number two? Number two is something I like to call a 2468 pipeline. And it's about why you should build it and why you should have it. Essentially what a 2468 pipeline means is that you're matching your deal sizes or a “number of deals to make sure you always have the right pipeline coverage.” So take for example, $250,000 quota on a quarterly basis. You'd have two deals that are 125K, four deals that are 62.5 and so on and so forth. Each of those numbers adds up in its own right to 250. So essentially you have three to four X pipeline coverage.
Love it. What's number two? Number two is something I like to call a 2468 pipeline. And it's about why you should build it and why you should have it. Essentially what a 2468 pipeline means is that you're matching your deal sizes or a number of deals to make sure you always have the right pipeline coverage. So take for example, $250,000 quota on a quarterly basis. “You'd have two deals that are 125K, four deals that are 62.5 and so on and so forth.” Each of those numbers adds up in its own right to 250. So essentially you have three to four X pipeline coverage. The way that it works though is that in practice as a rep, you could close two deals at 125 to make your quota. You could close all four to make your quota or you can close a combination of those deal cycles.
And so the worst case thing you can do by having good success criteria is you can make yourself realize that a pilot should never make sense in the first place because their expectations are massively unreasonable, or they haven't even thought for two seconds around what it would “take for them to buy, right? So it allows you to slow down so you don't waste your own time.” I think there's a really important factor of, a lot of people think, do I make a pilot or a POC free? And I think it should always be paid. We used to do this thing at Scale.ai, we called it a quick hit. So how can you get a quick validation point that would be free? But we're talking like a day or two, but if it was a pilot, anything longer than a week, you're paying for it. And
methodology of, I'm going to unread an email, I'm going to start, I'm going to fall back to it later. What happens is you just clutter your inbox and you're like, what in the hell do I have to do now? You get to the end of your day, I had 15 calls or whatever how many calls, who do I follow up with first? What do I respond to? Whenever you have 15 minutes, you should be triaging, or whenever “you have time. What I mean by that is it's either marking done, you're reminding it for later,” or you're responding to it now. The way that we view it at superhuman is like, if you can respond to that email in less than five minutes, get it out of the way. If it's going to take later, it's just something for your knowledge, mark it done. Then if you need to spend more time with it, remind it at a time, set aside a block, an hour at the end of your day for those
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