How RevOpsCharlie can help you hit your H2 number
As the summer draws to a close, and sellers and buyers return to the office, GTM leaders are focused on H2 and what can be done to meet and beat their targets.
Its a good time for me to remind you of who I help and how.
I help your sellers to sell by making it easier for your buyers to buy.
My client is normally a head of sales, a Chief Revenue Officer, or Chief Marketing Officer at a scaled B2B SaaS business.
They are struggling with poor lead volume and quality, SDRs and AEs that are slow to ramp, poor product market fit for new products, poor deal conversion and ultimately missed targets across the team.
We know this is common for many businesses at the moment - and unfortunately the old tactics of more activity, more automation, more management pressure are not effective.
How do I help?
This is not about pure coaching or training of your sellers - the problem is often much deeper than that - buried in your positioning in the market, your knowledge of your ICP and the buyer personas that your team are selling into.
Pipeline pyramid
One of the first exercises that helps me diagnose the challenge is to work through the Pipeline Pyramid with leaders from across your marketing, sales, customer success and product teams.
Starting at the bottom we’ll work up through:
Positioning: How do your customers see you in the market, what are the alternatives to your category and why would they choose your solution over another?
Ideal Customer Profile: Do you really understand your target ICP in terms of industry, size, geography, tech stack, and importantly the anti-ICP that your sellers should avoid?
Buyer Personas: Next we’ll map out the buying group at a typical customer - not just your champion, but the economic buyer, the sponsor, the influencers and blockers including legal, infosec, tech support, implementation partners, users and admins.
Value Proposition: For your key buyer personas we’ll go a level deeper, understanding their jobs-to-be-done, their desired gains and the pains that prevent them from achieving that (note: the pains become the core of your seller’s outbound messaging). We’ll then look at how your products and services explicitly meet these needs.
An example of a Value Proposition Canvas, with the customer's jobs, gains and pains on the right, and your companies products, services and value proposition on the left.
Offer: Next up we’ll look at your buyer’s buying process and specifically what they are trying to solve in the early stages of problem identification and solution exploration. We’ll develop simple templates, checklists and benchmarks that give your SDRs and AEs something of real value to your prospects in their outreach.
Outreach: and finally we’ll get to delivering this refined message to your target buyers. Not some snazzy email hacks with the ‘ultimate pattern interrupt’, but valuable insight based on your knowledge of your market, your buyers, and their pain. We’ll look at multiple channels including phone, email, LinkedIn and partners.
The pyramid directs you where to go next
The Pipeline Pyramid process helps your team to align on what you know today, and clearly see where gaps exist (a lot of teams think they know their buyer personas intimately but quickly realise they don’t!).
Having diagnosed the challenge, we then develop a guiding principle for our work such as “to build a better buyer experience” and then prioritise a list of co-ordinated actions that support that core principle.
That may include sales training and coaching, it may include sales plays, but it may also include broader buyer and partner enablement to help your buyers to buy.
If you are leading a team, and feel you have gaps in any of these areas, let’s talk through what your biggest challenge is in getting to your H2 number and how I might be able to help.