Podcast episode
How to Open & Close More Deals With Key Accounts | Maddy Jackson
30 Minutes to President's Club4 Feb 202537 min
Description
ACTIONABLE TAKEAWAYS: Permission-Based Introduction: Identify an executive, then request an intro to their top lieutenant by tying outreach to an executive-level metric they care about. Funding Intent Matters: Don’t just track funding announcements—dig into how the company plans to use the money and align outreach to support that goal. AE & SDR Account Strategy: AEs select accounts, build a POV, and own outreach to execs, while SDRs focus on below-the-line contacts with AE guidance. Account Tiering System: Rank accounts as green (30-50), yellow (130), or red (30-50) based on deal size and buying likelihood to prioritize outreach effectively. MADDY'S PATH TO PRESIDENTS CLUB: Account Executive @ Webflow Account Executive @ SafeGraph Account Executive @ Procore Technologies Account Executive @ Procore Technologies Senior Business Development Rep @ Procore RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
Show moreShow less
Listen
Loading the recording
This recording could not be loaded.Open the audio file
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
And by implementing Webflow, they were able to launch webpages 4x faster without the need for those costly dev resources. Worth 15 minutes of your time to show how. “And that, I found, gets a lot higher of a response rate.” Maddy, during the prep, you had some really interesting ways that you were using these teachable moments to get introductions from power to people on their team. Could you walk through what your above-the-line prospecting process looks like?
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?
to see if we can't push it forward. At what point do you hop in to an email thread or a series of emails where there's been no response? What determines when you decide, I'm going to spend my sales calories on this effort? If I see someone from that company has been visiting our website a lot, “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,
“It sounds like two big variables, size of the prize, and likelihood of closing.” Size of the prize is a million doggy daycares, or whatever it is. Wow. Like, I don't know if they're on WordPress, but pretty big deal if we end up closing it. Likelihood to close would be, okay, great fit, because they're using a competitor in a regulated industry.
In her outreach to that VP, however, she will speak to an executive-level metric that that VP cares about, and then talks about how Webflow can support that metric and asks for an introduction to the lieutenant who would actually run with the Webflow project. So that's the first one, the permission-based introduction. “The second one for Maddie is when you are thinking about reaching out to a company, yeah, you probably want to look at have they raised money recently because that might be an indication that it's a good account.” 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.
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.
craft specific messaging for above-the-line prospects while SDRs work below the line or carefully work above the line with their AE's guidance. Number 4. When you are tiering out your accounts, tier them out green, yellow, and red based on the “biggest size of the prize and the highest likelihood to buy.” You should have about 30-50 green accounts, 130 yellow accounts, and 30-50 red accounts if you have a 200-account book. All righty Nick, how can people help us out here? So we got into this a little bit in this episode about how Maddy is tearing up her new territory and we actually put together a guide at 30MPC called How to Tear Up Your Territory.