How to Open & Close More Deals With Key Accounts | Maddy Jackson

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1. 5:57

   Above the line, of course, you can try to reach out and book a meeting with the VP or with the CMO, in my case, directly. But my experience is that those folks are very busy and they want you to come with a fully baked idea of how you can help solve their problem after you've spoken to other people and built groundswell. “One thing that I do when reaching out to them is what I call the permission-based introduction. It's common in sales to do a permission-based opener. Hey, is it a good time for me to pitch my product? This is more, is it okay if I reach out to this person to solve this problem?”

   In Permission-based introductions

2. 6:13

   One thing that I do when reaching out to them is what I call the permission-based introduction. It's common in sales to do a permission-based opener. Hey, is it a good time for me to pitch my product? This is more, is it okay if I reach out to this person to solve this problem? “And what this looks like in practice is you're asking the person that you're reaching out to for permission to reach out to someone else who's usually on their team. I typically wouldn't do this if it were someone who was above the power line and you're asking someone below because no one's going to put out their boss and be like, yeah, go ahead, reach out to John. He's going to be thrilled to hop on a meeting with you.” But going the other direction, not a lot of success. Very important, though, you must provide a reason why they should say yes, and you must be very specific with your ask. So could you give an example of what that might sound like?

   In Permission-based introductions

3. 21:38

   If there's a portfolio company that's a shared investor, I'll reach out to my CEO directly. She's always willing to lean in. And I'm like, what are your contacts over at Excel who are willing to introduce us to this company? And they love doing that. They love connecting portfolio companies, seeing if we can help each other. That's a really, really great one if we can do that. “So you have these POVs, you work with your SDR, five accounts per week, you pass them the five accounts.” From there, do they just say, okay, peace, I'm going to go. Is there any back and forth where they're drafting the emails or sending it to you? What does the actual SDR do from there? There's a lot of back and forth. So we use Slack heavily. We've got pod channels with myself, my SDR, both of our leaders inside of it. And we will coordinate on outreach what it looks like.

   In SDR and AE operating model

4. 21:59

   From there, do they just say, okay, peace, I'm going to go. Is there any back and forth where they're drafting the emails or sending it to you? What does the actual SDR do from there? There's a lot of back and forth. So we use Slack heavily. We've got pod channels with myself, my SDR, both of our leaders inside of it. “And we will coordinate on outreach what it looks like.” I have a lot of trust in my SDR. So I'm like, you really don't need to run every email by me. But if you want guidance, I'm always willing to provide it. Or I can hop in. One of the great things about our technology is that if my SDR sends an email without me on CC, I can actually hop in and respond to that email and sort of like force myself into the chain.

   In SDR and AE operating model

5. 23:06

   or they've been checking us out on LinkedIn, then, of course, I'm willing to spend more sales calories on that. I'm like, there's something there. There's someone there. We will find them and we will get a meeting. If it's very cold and it's just an account that looks like a good fit, but we might not have a lot of information, maybe there's not much publicly available, we're doing some generic outreach, “that's where I'll let my SDR take the lead and try to run those cycles themselves until we get something back.” But at that stage, I need to be focusing on my pipeline or hotter leads. Today's show was brought to you by 11X, your all-in-one digital GTM team handling, creating, qualifying, and converting pipeline across every channel. If you are still using stale triggers like congrats on the funding, you're getting blended in with everybody else.

   In SDR and AE operating model

6. 23:13

   There's someone there. We will find them and we will get a meeting. If it's very cold and it's just an account that looks like a good fit, but we might not have a lot of information, maybe there's not much publicly available, we're doing some generic outreach, that's where I'll let my SDR take the lead and try to run those cycles themselves until we get something back. “But at that stage, I need to be focusing on my pipeline or hotter leads.” Today's show was brought to you by 11X, your all-in-one digital GTM team handling, creating, qualifying, and converting pipeline across every channel. If you are still using stale triggers like congrats on the funding, you're getting blended in with everybody else. The best use unique signals, exact LinkedIn posts, negative product reviews, podcast appearances,

   In SDR and AE operating model

7. 33:47

   But Maddie goes one layer deeper, and she looks at the funding announcement, and she specifically looks at what is that funding supposed to be used for? Because that indicates, oh, they've got money to accomplish X. Her outreach now is here's how we can help you accomplish X. “So yes, look at funding announcements, but understand the why behind why they raised money in the first place.” Today's show is brought to you by 11x, your all-in-one digital GTM team handling creating, qualifying, and converting pipeline across every channel. If you are still using stale triggers like congrats on the funding, you're getting blended in with everybody else.

   In Funding and financial signals

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