What is a Science Culture? Why do we need it? Why Now? What is the Impact? Can we implement it in a simple way?

1. THE SCIENCE OF
SALES AND CUSTOMER SUCCESS
JACCO J. VAN DER KOOIJ
FOUNDER WINNING BY DESIGN
A SAAS MASTERCLASS BY WINNING BY DESIGN

2. What is a science culture?
Why do we need it?
Why now?
What is the impact?
How to implement it?
1
AGENDA

3. GO-TO-
MARKET
SUPER
STARS
CRM
MAS
COMP
PLAN
GET A
PITCH
DEALS QUOTA
PLAYBOO
K
REPORTS
DASHBOARD
SORG STRUCTURE
SALES
OPS
MORE
TOOLSGROWTH
HACKER
TOOLS
TRAINING
PROCESSESONBOARD PROGRAM
HIRE
MORE DATA
TACTIC PRICE
SKO
TERRITORY
STRATEGY
1.1 LACK OF PROVEN ARCHITECTURE

4. PROCESSES
SKILLS
TOOLS
SUPER
STAR
ENABLEMENT
CONSULTANT
PROCESSES
ENABLEMENT
SKILLS
TEAM
TECHNOLOGY
1.2 WHAT IF WE GOT IT UPSIDE DOWN?

5. PROCESSES
SKILLS
TOOLS
SUPER
STAR
ENABLEMENT
PROCESSES
ENABLEMENT
SKILLS
TEAM
TECHNOLOGY
1.3 IN CASE OF FAILURE

6. “Humans are fallible and errors
are to be expected, even in the best
organizations. To scale one must look at
errors as consequences rather than causes,
having their origins not so much in the
perversity of human nature as in
upstream systemic factors.”
James Reason
1.4 WE ARE NOT THE FIRST

7. 1.5 WHAT IS A SCIENCE CULTURE?
Process ⇒ Iterative improvement of actions
Methodology ⇒ Consistency in execution
Data-driven ⇒ Accountability
Team ⇒ Scalability

8. What is a science culture? Process/Method/Data
Why do we need it?
Why now?
What is the impact?
How to implement it?
1
AGENDA

9. Perpetual
Super
Stars
Ordinary
Performers
20%
80%
Ordinary
Performers
Recurring
Super
Stars
80%
20%
2.1 REVENUE CONTRIBUTION HAS SHIFTED

10. 75%
25%
75%
IMPACT GROW
YEAR 2, 3.
NET-30 .
RECURRING
NET-30.
YEAR 2, 3.
ONBOARDAWARENESS EDUCATION SELECTION
25%
PERPETUAL
COMMIT
2.2 PROFITS ARE DELAYED

11. What is a science culture? Process/Method/Data
Why do we need it? Buying/Selling changed
Why now?
What is the impact?
How to implement it?
1
AGENDA

12. Solution.
Consultative.
Provocative.
PROBLEM.
ONBOARD
Delivered on
time, within
budget as
promised.
AWARENESS
I have an issue
impacting our
business.
EDUCATION
There is a
solution to
this problem.
SELECTION
This company
can really help
us.
IMPACT
is being
achieved.
GROW
Where else
can we create
impact?
3.1 COMMON SALES METHODOLOGIES
Inside Sales.
SOLUTION.
UNAWARE.

13. WHAT WORKED WELL WHAT DID NOT WORK
+ Provocative prospecting
+ Use of specialized roles
+ Data driven decisions (Gen1)
+ Use of online selling
+ Content as outbound call
+ Customer onboarding
X Disparate methodology across functions
X Volume-based cold outbound
X Low-cost unskilled people in critical roles
X Use of consultative sales method
X Customer success to grow business from
existing clients
3.2 LESSONS LEARNED WE NEED TO EVOLVE

14. END TO END METHODOLOGY
3.3 NEED FOR AN END TO END METHODOLOGY
ONBOARD
Delivered on
time, within
budget as
promised.
AWARENESS
I have an issue
impacting our
business.
EDUCATION
There is a
solution to
this problem.
SELECTION
This company
can really help
us.
IMPACT
is being
achieved.
GROW
Where else
can we create
impact?
Solution.
Consultative.
Provocative.
Inside Sales.

15. What is a science culture? Process/Method/Data
Why do we need it? Buying/Selling changed
Why now? It’s not working
What is the impact?
How to implement it?
1
AGENDA

16. ΔT3
CR1 CR2 CR4 CR5 CR6 CR7
ΔT1 ΔT2 ΔT4 ΔT5 ΔT6 ΔT7
ONBOARDAWARENESS EDUCATION SELECTION IMPACT GROW
#PROSPECT #MQL #SQL #COMMIT #LIVE #MRR#SAL
CR3
#LTV
4.1 UNIFORM DATA MODEL
END TO END METHODOLOGY

17. ΔT3
CR1 CR2 CR4 CR5 CR6 CR7
ΔT1 ΔT2 ΔT4 ΔT5 ΔT6 ΔT7
ONBOARDAWARENESS EDUCATION SELECTION IMPACT GROW
#PROSPECT #MQL #SQL #COMMIT #LIVE #MRR#SAL
CR3
#LTV
4.2 EXPONENTIAL AND COMPOUND IMPACT
EXPONENTIAL IMPACT COMPOUND IMPACT
END TO END METHODOLOGY

18. 4.3 SMALL IMPROVEMENT BIG IMPACT
X
yMake a
10%
Improvement
across
7
moments

19. What is a science culture? Process/Method/Data
Why do we need it? Buying/Selling changed
Why now? It’s not working
What is the impact? 10% across 7 actions = 2x
How to implement it?
1
AGENDA

20. POPSICLE
M O M E N T S

21. ONBOARDAWARENESS EDUCATION SELECTION IMPACT GROW
5.2 MOMENTS THAT MATTER
#PROSPECT #MQL #SQL #COMMIT #LIVE #MRR#SAL #LTV
ΔT3
CR1 CR2 CR4 CR5 CR6 CR7
ΔT1 ΔT2 ΔT4 ΔT5 ΔT6 ΔT7
CR3
Reach out
based on
relevance
Have a
conversation
Diagnose
the
situation
Trade Orchestrate Achieve
Impact
Grow
together

22. 5.3 BLUEPRINT DIAGNOSE THE SITUATIONENGAGEMENT
PAIN
SUMMARIZE
EMPATHIZE
TIME
SITUATION
PAIN
SITUATION
SITUATION
SITUATION
PAIN
PAIN
IMPACT
INCREASE
DECREASE
SITUATION
SITUATION
Prioritize
No more than 2-3
questions to avoid
sense of
interrogation. PITCH
Executive zone. Don’t ask. Instead
provide insight based on impact
you have created for others.
Share
insights
gained
Ask if you
got it right!
Reset the
diagnose

23. ReSell
Impact everywhere
Renew
Same Impact
Upsell
More Impact
Cross Sell
Identify new Impact
Impact
Benefactor
SameNew
NewSame
+ New Features
+ More Usage
+ Additional Seats
+ Longer Contract
+ Unseat competitor
+ New languages
+ New product launch
+ New group or dept
+ Entire company
+ Local support
+ Early renewal
+ Payment terms
+ Contract terms
5.4 BLUEPRINT GROW TOGETHER

24. ONBOARDAWARENESS EDUCATION SELECTION IMPACT GROW
5.5 BUILD A GROWTH ENGINE
#PROSPECT #MQL #SQL #COMMIT #LIVE #MRR#SAL #LTV
ΔT3
CR1 CR2 CR4 CR5 CR6 CR7
ΔT1 ΔT2 ΔT4 ΔT5 ΔT6 ΔT7
CR3
Reach out
based on
relevance
Have a
conversation
Diagnose
the
situation
Trade Orchestrate Achieve
Impact
Grow
together

25. What is a science culture? Process/Method/Data
Why do we need it? Buying/Selling changed
Why now? It’s not working
What is the impact? 10% across 7 actions = 2x
How to implement it? Moments that matter
1
AGENDA

26. JACCO J. VAN DER KOOIJ
FOUNDER WINNING BY DESIGN
A SAAS MASTERCLASS BY WINNING BY DESIGN
THE SCIENCE OF
SALES AND CUSTOMER SUCCESS