Becoming the CEO of your territory in your path to President’s Club (Anthony Cessario, VP of Industries & GTM Solutions @ Clari)

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1. 3:45

   Yeah, you got it. So here's what you do first. Go look at who went to president's club last year, ideally in your business unit, right? Cause it may be very different from enterprise to commercial or wherever you're at, but go look at the folks, right? And look at their business. What did it actually look like? And I think a lot about revenue bands. “I think about like, I like to segment the business by revenue bands where that's appropriate.” And so what I mean by that is like, you can almost always look, and if you look at the folks who perform at that level, you're going to see some consistencies. You might see that they have like a monster deal, maybe it was like a 500 K deal, right? Everyone had one of those monsters that got the president's club. But usually there's like, you can take a pretty good lens and see, all right, it looks kind of like this.

   In Firmographic segmentation

2. 5:10

   And for all of us now with so much data and tech and things like that out there, if you're not thinking about the science part of sales, and you're just thinking about the art, you're be left behind because I promise you that's where the future is going. So start looking at the data and you can figure out, okay, what is either, there's two metrics that matter. “There's pipeline coverage ratio and there's conversion rates.” They're the same thing, just flipped equation, right? So if you have 3x pipeline coverage ratio, you know, and that's how your team typically performs, that means you need three times as much pipeline as you're going to close, right? Pretty simple. You want two deals at $100K? Pretty easy.

   In Metrics

3. 8:31

   accounts. I've got a targeted ABM strategy to go after these accounts, can we partner on this, right? And boom, now they're excited and want to work with you on that. You might go to your RevDev team and say, you know, your BDRs and say, hey, here's the plan. Here's the type of accounts we have to go after. How do we divide and conquer, right? “Let's mutually go after this plan.” You might go to your executive team and say, hey, I'm planning on going after the biggest deals in the quarter or whatever. Here's how many I need. Here's my 18 accounts. We'd love to see if you have any relationships. Am I okay to bring you in to tell our company's story in these bigger accounts, right? And when you do that, when you go show them that you're thinking strategically about your

   In Joint account planning

4. 11:06

   they raise their hand. They're like, Oh, I know someone's over there. I know the recruiter over there. I know. So that's one just like example you would never think of. CS, right? There's a million examples there with customer success. If you're not talking to your customer success team, you're missing a great opportunity to learn what your customers actually care “about, things like this. They know where all the references are, right?” Hey, I want to go after, you know, these 18 accounts and, you know, maybe three of them are of a certain type or something, go to CS and say, Hey, what do we learn from companies like this in the past? Who are our best advocates in the customer base in these types of companies, right? They have, they know where all the bodies are buried and they can help you. So

   In Identifying customer advocates

5. 11:20

   success team, you're missing a great opportunity to learn what your customers actually care about, things like this. They know where all the references are, right? So if you're saying, Hey, I want to go after, you know, these 18 accounts and, you know, maybe three of them are of a certain type or something, go to CS and say, Hey, what do we learn from companies “like this in the past? Who are our best advocates in the customer base in these types of companies,” right? They have, they know where all the bodies are buried and they can help you. So those are two examples. You can go through that same process with products, with product marketing, with engineering. And I promise you, you'll almost always find some way that these teams can, can help. And at Clary, one thing we do is we have something called Shark

   In Identifying customer advocates

6. 26:45

   to. Now we built a guide with our friends at Insightly CRM on how to run pipe reviews that surface real risk and get deals moving again. And you can get it for free at the link in the show notes. Your top four takeaways from this episode with Anthony Cesario include number one, when you get asked for ROI, don't send over case studies, don't send over all your BS numbers. Instead, “put it on the customer, ask them how you're going to quantify it and build the business case” together. Number two, when you're getting pushed for pricing, it's really awkward if you just say nothing at all. So give a big range and an intentionally big range and watch how they react to it. Number three, shark week, get all the important people at your company in a room and go

   In Economic value propositions