Accelerate Podcast with Andy Paul
November 22, 2017

#600 Write Your Own Rules to Succeed in Sales Today. With Jim Brown.

Jim Brown, sales coach, trainer, and host of the SalesTuners podcast, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

  • Jim says the single biggest challenge facing sales reps today is how many communication platforms are in play. Figuring out the right ones is hard.
  • Just having a cell number is not a de facto relationship with the privilege of texting. Sales is a hard road and you have to follow the right steps. Habit trumps discipline.
  • People want to talk with people about critical decisions they have to make, regardless of big data. Jim uses an example of big medical data and automated diagnosis vs. the empathy of a doctor speaking face-to-face with you.
  • When Jim is on phone calls, he invites clients to connect on Skype with webcams, to see each other, in a personal connection. It adds body language to the process.
  • One of the real outcomes of the new machine learning is perhaps the greater value will be placed on being more human and being able to form human relationships. We underestimate the complexity of relationships.
  • On SalesTuners Podcast, Jim talks to great sales leaders and high-performing reps about behaviors, attitudes, and techniques for their success, and tries to break down what those ‘secrets’ are. (Hint: there are no secrets.)
  • The most important thing Jim has learned from the podcast is the importance of empathy. The only way to succeed is to have empathy for the buyer. You have to understand their purpose. It is never your solution.
  • After empathy, curiosity is the next behavior. Watch body language and ask probing questions. Ask them to repeat, and they will expand on it. They will reveal the key point. Andy says to listen without filters and crank up curiosity.
  • Andy discusses cognitive biases, relating to tribes, and then a medical frame. We have at least 50 biases to peek through in all our communications. Be conscious of them.
  • Selling is deliberate. If you’re not thoughtful about every action, and every prospect interaction, you won’t build relationships or find success. Sales calls should happen with prospects, not to them.
  • Jim says you have to write your own rules. Once you’re an adult, no one checks on your expectations. Everything is up to you. You have to care enough about yourself to get it done. In sales, you are CEO of your book of business.
  • SaaS close rates of 20% to 30% are regarded as successful but that’s an abysmal rate. It takes a good salesperson to improve close rates. Managers should not give all the opportunities to the top closers so others can learn.

 

IMPORTANT ANNOUNCEMENT

For Vice Presidents of Sales of high-growth companies and built on recurring revenue — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth subscription-based companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to SaaSSLAM.com now, to learn more and enroll today.

November 20, 2017

#599 Optimizing the Value of Your Sales Intelligence. With Henry Schuck.

Henry Schuck, Co-Founder and CEO at DiscoverOrg, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

  • Henry says the single biggest challenge facing sales reps today is to have the ability connect with their buyer in a meaningful way. Henry talks about the problems of hiring people just out of college with little business knowledge.
  • Sales comes from connection through a trust-based relationship. Authenticity builds trust. Henry says reps need intellectual curiosity to sell. Rapport comes from asking about business issues and needs.
  • Andy finds that authentic small talk works to warm up the conversation. Use LinkedIn profiles and tie them to work issues. Andy tells a Seinfeld sales story.
  • DiscoverOrg reps are encouraged to use a webcam so they don’t multitask while on a call. Henry blocked Facebook at DiscoverOrg. Multitasking fails.
  • Leave the smartphone in the drawer when talking on the phone, or in the car on a sales visit. It is powerful to give your full attention and focus to your customer.
  • DiscoverOrg provides accurate data on companies’ contacts, technographics, the intent data on company initiatives, and when they will pull the trigger. Data includes direct-dial phones, emails, and org charts.
  • Henry talks about fixing the 2016 budget for DiscoverOrg, having to make up a shortfall and to solve their own data issues. Henry tells how they worked out their research needs, added staff, and met budget, with more income.
  • Henry spent $1,000,000 on the research team, and made $10,000,000 from the research. Companies that don’t want to use DiscoverOrg are making the decision to turn their own sales teams into a bad version of DiscoverOrg.
  • The availability of data, if you use it, democratizes growth. Henry sees a sophistication problem. A CRM with DiscoverOrg is the first step towards success. The power is in building a go-to-market process around the data.
  • Companies with 75 to 1,000 employees use the highest levels of sophistication of process. They tend to get every dime out of their investment in data. Henry sees less sophistication in companies over 1,000 or under 75.
  • Andy and Henry discuss improving the inside sales close rate. Activity is the core of sales, but brute force multiplication is not efficient. Look at the set of people you call. Filter out the bad fits before calling. Use ICPs.
  • We have to get better at closing the qualified leads we already have, and making sure the decisionmakers are involved early on.

IMPORTANT ANNOUNCEMENT

For Vice Presidents of Sales of high-growth companies and built on recurring revenue — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth subscription-based companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to SaaSSLAM.com now, to learn more and enroll today.

November 17, 2017

#598. Win with a Disciplined Sales Process. With Bridget Gleason. And special guest, Phill Keene.

Bridget Gleason is VP of Sales for Logz.io and my regular partner on Front Line Fridays. We’re joined on this episode by Phill Keene, Director of Sales at Costello.

KEY TAKEAWAYS

  • Bridget and Andy discuss travel and weather, as Bridget is just back from Tel Aviv.
  • Phill Keene, Director of Sales at Costello is the special guest. Costello helps align front-line reps, managers, VPs, and CROs about pipeline deals to identify gaps and remove roadblocks in a three-part solution.
  • Phill explains the parts of the solution. One aspect proactively simulates a pipeline review to visualize what steps are needed for deals.
  • The Costello solution works with reps on calls, capturing notes and information, and guiding a rep through a conversation to find the path to a signature.
  • Phill describes how Costello saw that reps were using only the required fields in Salesforce but they were recording copious data on paper or stand-alone apps that never made it into a CRM. Costello addresses that issue.
  • The next aspect is to look at competitor statistics, the number of problems to solve and other data points to visualize gaps in the pipeline and how to fill them.
  • Ideal customers for Costello are companies already on Salesforce, with more than 15 and up to 200 reps, following a documented sales process, and having a VP of Sales who is motivated to enforce it.
  • 50% of SaaS reps hit quota, casting doubt on the efficacy of methodologies. Phill asserts that top performers follow a process. Andy says that top performers have their own process that is not often the general company process.
  • Phill uses examples of Costello customers improving their conversions by leaps and bounds when uniformly following a methodology.
  • People buy from people. Building a rapport precedes methodology. Principles come before methods. Methods must be built on engagement and the basic principles of sales. Phill dives into Costello guidance to the process.
  • It requires hiring for sales ability and investing in training and development; reps will feel purpose and they will want to stay and excel. The primary reason for sales rep turnover is the manager.
  • The inside sales model has a low close rate compared to other industries and market segments. Andy suggests rethinking every position, especially SDRs.
November 15, 2017

#597 Increase Your Call Planning Effectiveness. With Matt Sniff.

Matt Sniff, Founder & CEO at Map My Customers, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

  • Matt says the single biggest challenge facing sales reps today is efficiency. Matt was introduced to sales by his father. In those days there were few tools. Learn new tools to boost productivity. Time is money.
  • Outside of Silicon Valley, most sales reps are field sales reps. Silicon Valley is just now emphasizing H2H (Human to Human) sales.
  • Map My Customers started in 2015, in the Bay Area; then Matt moved back home to the East. The app supercharges an outside rep’s productivity to stay engaged with customers and close more sales.
  • Matt’s father came to Matt, an engineer, and asked him to solve a sales route issue. Matt developed a mapping app and his father showed it around. Matt put it on the app store and it built enough revenue to start a company.
  • Matt and his father have a great relationship. Matt wrote a blog about building a father & son high-tech company. Matt loves his father’s mentorship on the sales side.
  • Map My Customers is a mobile app with several value propositions: data visualization, account targeting, and route optimization. Reps often buy it with their own money, for its efficiency and value added to their success.
  • The big value is being able to identify strategically the accounts you want to go see, based on filters you set. It serves reps best who maintain 75 or more accounts. Andy would have liked the ‘Find Nearby,’ when he sold outside.
  • Other features: a business card scanner, automated email, automated follow-ups, automatic reminders, darker icons for accounts not seen recently, filters on top of filters, and customization.
  • The ICP is a sales team of at least 10 reps, each having 75 or more accounts. Pharmaceutical sales and medical device sales have been good accounts for Map My Customer. General IT is another ideal client industry.
  • In many industries, there is a hybrid inside/outside approach, but they will always need field salespeople. Sales means talking to people who buy from people.
  • Map My Customer, a SaaS company, does most of their selling inside, but they do go out to meet bigger customers. Cold calling is another tool they use.
  • The goal of Map My Customers is to automate all field sales tasks, by involving more data science and cadences. 90% of their clients use it as a mini-CRM instead of linking to a CRM. There is potential for more features to aid reps.

 

IMPORTANT ANNOUNCEMENT

For Vice Presidents of Sales of high-growth companies based on a recurring revenue model — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to SaaSSLAM.com now, to learn more and enroll today.

November 13, 2017

#596 Think Like a Marketer to Build Your Sales Brand. With John Jantsch.

John Jantsch, President at Duct Tape Marketing, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

  • John says the single biggest challenge facing sales reps today is the change in the way people buy. A sales rep must add more value, such as caring about buyer needs.
  • John plays the long game. He shares what works. He keeps his customers for years. He loves what he does. He says people don’t find negative reviews of Duct Tape Marketing. He is customer-centric.
  • John says to focus on using technology, not for its newness, but to add client value. To work really hard for a long time is the secret to success.
  • John’s book, Duct Tape Selling, is based on the premise that sales and marketing are moving closer together. Salespeople need to start building their brand to add value. Perceptive listening s to let the client lead the way.
  • Reps following a script sometimes miss cues from the customer that lead the conversation away from the script but towards a sale. Listening perceptively helps avoid missing cues. Don’t assume what the client wants — ask.
  • Andy tells reps to listen without filters and forget biases about what is right for the client. Help the client come to the right decision based on their needs. The client should talk more than the rep, especially in discovery.
  • Robert Cialdini notes in Pre-Suasion that we not only buy from people we know, like, and trust, but that like us, too. See how long you can ask somebody questions before talking about yourself.
  • John talks about being your own talking logo, or sales affirmation. When asked what you do for a living, answer in a way that is interesting to the person. They don’t care about your product; they want to solve their problem.
  • When people ask John what he does, he says he installs marketing systems. People generally they ask follow-up questions to learn more. John has a client who does SEO. He says, ‘I make the phone ring.’ That generates interest.
  • Salespeople may want their own website. Some organizations resist it. Resistance may come from legal compliance, or from fear of losing the rep. Customers will search you. Add value to build your sales.
  • John discovered while writing his book that marketing and sales compensation is so misaligned that there is guaranteed conflict between the groups. Compensation may need to be adjusted to fit new circumstances.
  • John says that the sale is not complete until the customer gets a result. Sales reps in it for the long haul will advocate for the client.

IMPORTANT ANNOUNCEMENT

For Vice Presidents of Sales of high-growth companies and built on recurring revenue — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth subscription-based companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to SaaSSLAM.com now, to learn more and enroll today.

November 10, 2017

#595. Sure-Fire Ways to Grab the Attention of Buyers. With Bridget Gleason. And special guest, Braydan Young.

Bridget Gleason is VP of Sales for Logz.io and my regular partner on Front Line Fridays. We’re joined on this episode by Braydan Young, Co-Founder of Sendoso.

KEY TAKEAWAYS

  • Sendoso is in the attention-grabbing business. Businesses buy credits from Sendoso, which their SDRs send as gifts to their prospects. The gifts are tracked by Sendoso on opening and use. Sendoso reports the use to their clients.
  • Sendoso adds gender-matched hand-written notes to the items that are sent from their warehouses inventorying catalog items around the globe.
  • Braydan gives some examples of good uses he has seen work really well: a pre-conference bottle of wine that is locked, with a key code available at your booth, a conference survival kit with items branded with your logo.
  • Braydan explains the hand-written note accompanying the gift. Sendos also sends an email and e-gift card to the admin gatekeeper, to thank them in advance for passing your gift on to your prospect, such as the CTO or CEO.
  • Braydan describes the on-demand gifts, including baked treats with your logo, to use as door-openers, using Postmates in the U.S., the UK, and Ireland. Cookies can be shaped as the person’s LinkedIn profile picture.
  • Braydan talks about their brainstorming meetings where they come up with the gift ideas. Braydan suggests revolving around timing. In football season, send a Jersey with the prospect’s favorite quarterback number.
  • Braydan shares their wine and bakery vendors in the U.S., Canada, the Europe, and Asia Pacific, to minimize customs fees.
  • Braydan talks budgets: about $25.00 per gift, for a list of about 100 gifts.
  • Braydan assures that the items have been taste-tested. Andy wants to be on the tasting committee.
  • Listener Contest! Within two weeks of the podcast, please send your story of what you have sent as a prospect gift or incentive — if you have used Sendoso — or done it yourself, and the best use case will win a Sendoso prize.
  • The Sendoso prize will be to set up the winner with a free Sendoso account for six months, with $1,000 account credit to send your special gifts to your prospects.
  • Send your stories by email to Andy@AndyPaul.com or as an audio message at the microphone on AndyPaul.com, about what you’ve done, and what the outcomes were. Bridget and friends are ineligible to win!

 

November 8, 2017

#594 Don’t Surrender to Your Confirmation Bias. With George Brontén.

George Brontén, CEO of Membrain, joins me for the second time on this episode of #Accelerate! Listen to George’s first visit in Episode 347.

KEY TAKEAWAYS

  • George says the single biggest challenge facing sales reps today is to stand out and differentiate themselves. They need to understand their buyers and their product’s selling point and communicate it quickly to their buyers.
  • George recently wrote about confirmation bias in sales, which led to this visit to Accelerate! Confirmation bias is selecting data to reinforce our existing beliefs, even when contradictory data is present. This is a human behavior.
  • We have a bias that we are not biased. We need to acknowledge that we have biases that impact how we communicate with and receive information from others. It is also important to understand others’ values or biases.
  • Andy cites the book Blind Spot, and Project Implicit’s online Implicit Association Test, that reveals biases. We all have biases. Our biases impact our communications with others. Listen to the words people use to detect biases.
  • Don’t take what the customer says at face value. There is a motivation behind it that a sales rep needs to know. The conversation becomes more productive if you ask probing questions.
  • We need to ask what new information means and if it challenges what we or the customer believe. System One thinking is easy. Perceptions are sticky. It’s hard to change them.
  • Sales reps need to help customers activate their System Two thinking. Messaging must be simple, or the customer will simplify them with their own assumptions.
  • Humans are not motivated by logic. We make decisions from our emotions, linked to our values and beliefs, and then justify those decisions with rationalization.
  • Andy suggests asking customers questions about their business they should know the answers to but don’t. Challenging is not to be argumentative but to awaken in the mind of the buyer a risk of missing something.
  • Sales reps have a confirmation bias that if the first calls with a prospect go well, the prospect is on the way to a sale even with subsequent contradictory evidence. They may skip discovery steps or miss influencers.
  • Sales reps tend to have ‘happy ears.’ This bias can be overcome by strict adherence to process. Don’t forget anything important. Make sure the prospect meets exit criteria for each stage of the pipeline. Look at details.
  • A thorough pipeline review can dispel confirmation bias. Managers also have biases. All reps need pipeline reviews and leads should be distributed to reps appropriately.

 

IMPORTANT ANNOUNCEMENT

For Vice Presidents of Sales of high-growth companies based on a recurring revenue model — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to SaaSSLAM.com now, to learn more and enroll today.

November 6, 2017

#593 Virtual Agents, AI and Sales. With Diego Ventura.

Diego Ventura, CEO at noHold, Inc., joins me on this episode of #Accelerate!

KEY TAKEAWAYS

  • Diego says the single biggest challenge facing sales reps today is getting introductions to the right people (decision-makers). It is hard to do with email.
  • Diego explains the sales process noHold uses, and future directions they may take.
  • Before noHold, Diego’s first company was STEFRA, which made software for video cameras. To support customers, they wrote a virtual assistant. They wanted to offer the VA to others. Diego raised $15 million in VC to start noHold.
  • Diego explains how a virtual agent or assistant differs from a knowledge base. A virtual assistant helps the user get to the most specific solution as quickly as possible within the framework of a dialog rather than a search.
  • The agent uses inference engine AI to access hierarchical categories of content about product installation and setup, use, compatibility, price, and warranty service. The agent asks questions that lead to the correct content.
  • Diego compares the inference engine to navigating a chess board from edge to edge. The path is not scripted but is followed by questions and inferences.
  • NoHold is partnering with companies like Google and Amazon to accomplish voice recognition and speech synthesis with natural language processing (NLP).
  • Diego points out potential applications for online sales. Besides speech technology, it requires NLP-to-SQL (Structured Query Language) technology. This may be ready on some sites for 2017 Christmas shopping!
  • Diego mentions two current noHold projects: a customer-facing application (the Sales Advisor), and an agent-facing application. Diego covers the details of the Sales Advisor and gives examples.
  • Diego discusses levels of AI in virtual assistants. He gives examples of chatbots built from user documents, including executive orders from four U.S. presidents.
  • Diego address the future of AI in sales and its impact. It is an excellent tool to augment sales capabilities. Diego gives an example for the enterprise, the Marketing Advisor, for augmented selling in groups of 500 SDRs.
  • AI guides transactional selling. AI can also guide B2B sales by previewing points to be covered in an upcoming call. Diego notes that noHold has a tab in Salesforce to guide reps. NoHold plans to enable smartwatches with AI.

IMPORTANT ANNOUNCEMENT

For Vice Presidents of Sales of high-growth companies and built on recurring revenue — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth subscription-based companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to SaaSSLAM.com now, to learn more and enroll today.

November 3, 2017

#592. How to Start More Sales Conversations. With Bridget Gleason. And special guest, Ryan O’Donnell.

Bridget Gleason is VP of Sales for Logz.io and my regular partner on Front Line Fridays. We’re joined on this episode by Ryan O’Donnell, CEO of SellHack and Replyify.

KEY TAKEAWAYS

  • SellHack is a prospect list-building tool with email address verification for salespeople who don’t want to manage their address lists. Replyify is a cold email automation system.
  • Ryan’s motivation for these companies was his desire as an entrepreneur to spend his sales time having sales conversations, not entering data to feed the pipeline.
  • Ryan is writing a post on the psychology behind sales emails. Some people talk about email, some write emails, and some run experiments to quantify email testing. Ryan tests for high response and high engagement.
  • The psychology of cold emailing is the right person at the right time with the right message. Are you writing very specific campaigns for very specific segments? Ryan treats segments differently and writes the emails accordingly.
  • Andy and Bridget see people talking about segmentation and personas, but not much practical execution. Bridget remarks about timing and segmentation challenges.
  • Ryan offers his thoughts on personalization at scale. How many email campaigns does your team have active? One or two is not enough. Apply the scientific method. Ryan has 80 different but similar campaigns running currently.
  • Don’t send a test to 5,000 addresses. Divide into subsets and vary the test messages. Bridget talks about the campaign Logz.io marketing runs, and the various campaigns the salespeople run, which are segmented.
  • Ryan’s email Call To Action is an invitation to talk on the phone next week to see if there’s a fit. Not for a demo call, but for a few questions. Ryan has two categories of cold email and five sequences based on segments.
  • Ryan explains some segments. Ryan encourages listeners to examine how they are approaching cold outbound emails and to challenge their assumptions. He suggests running different edgy test campaigns.
  • Ryan discusses ads, showing up, calling, and emailing. If your message is easily consumed and your CTA doesn’t require deliberation, an email shows the most respect for a prospect’s time. It is most efficient. Learn how to do it.
  • In testing, you might find one that yields a 60% response rate. Double down on that one! Ryan suggests writing drunk and editing sober! He describes his process of writing to a LinkedIn group of people like him.
  • Andy invites listeners to share their email templates, and the best and worst replies they’ve received to their campaigns. Send them to Andy@AndyPaul.com or leave an audio message on AndyPaul.com about your experiences.
November 1, 2017

#591 Why you Need to Sell for the Category King. (Or Quit.) With Christopher Lochhead.

Christopher Lochhead, the host of Legends & Losers Podcast, retired Silicon Valley executive, and co-author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

  • Christopher says the single biggest challenge facing sales reps today is understanding if their company is going to be the category king in their market or not. If not, they should quit and work for the king. 2nd best is not enough.
  • For their book, the authors tracked VC-backed companies founded from 2000 to 2015. They tracked financing and how their market caps changed. 76% of market cap went to the leader in each category. Winner take all!
  • Play Bigger is about dominating markets. The category king is the company that designs and owns the market category and teaches the world to think as they think. Pepsi will never catch Coke. Bing will never catch Google.
  • Christopher points to Henry Ford, Sara Blakely, and
    Steve Jobs as pioneers who taught the world to think differently about a problem and a solution. One company takes two-thirds of the economics. Sell for that company.
  • In a startup in a new category, there is no line item in the buyer’s budget for a product that never was. You have to meet the category where it is and take it forward. Henry Ford presented a horseless carriage, not an automobile.
  • The value of being on the category winning team is more than the value of being anywhere else. It’s pretty fun to be on the team that is laying the others to waste. When you’re different, you design the rules of the new space.
  • Christopher uses Spanx and 5-Hour Energy as examples of category creators that own their categories. Existing categories can be redesigned or new categories can be designed. If you’re not there, you’re losing.
  • Nobody does an RFP or hires a consultant to figure out which office suite to buy. We just buy Microsoft Office. Microsoft has over 90% share in that space, even though there is a great free suite from Google.
  • It’s only when the problem definition shifts, and the solution definition shifts, that the category gets redefined. Dell kept innovating but lost the category. We need category innovation or category violence.
  • Reed Hastings, Founder of Netflix, didn’t start out to compete with Blockbuster. He created violence in the category of getting movies to your house. Blockbuster went bankrupt.
  • Andy talks about the growing number of competitors to Salesforce. Christopher talks about the category design that made the company. In 1999 it wouldn’t sell, but Benioff evangelized until his way of thinking won.
  • Christopher discusses Spiro.ai vs. Salesforce. In the enterprise software world, we are moving to apps that do things for us. Spiro is a proactive app that helps sales reps very simply. NetSuite dominates the category SAP owned.

 

IMPORTANT ANNOUNCEMENT

For Vice Presidents of Sales of high-growth SaaS companies and software service companies — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth SaaS companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to SaaSSLAM.com now, to learn more and enroll today.