Accelerate Podcast with Andy Paul
November 29, 2017

#603 5 Keys to a Sales Cadence. With Gabe Larsen.

Gabe Larsen, V.P. of InsideSales Labs, joins me on this episode of #Accelerate!


  • Gabe says the single biggest challenge facing sales reps today is getting more and better leads.
  • InsideSales recently researched the sales cadence. A sales cadence is a sequence of activities to increase contact and qualification. Great cadences allow you to educate and qualify leads.
  • In researching the cadence survey, InsideSales asked sales reps and leaders to self-report activity. They also ran external audits on invented leads. Self-reporting showed the reps doing better than the actual audits showed.
  • Reps believe social selling improves their results. Gabe looks at data. InsideSales looked at 10 million sales opportunities and at what happened at the end of the quarter. A lot of potential money was left on the table.
  • There are five keys to a cadence: attempts (touches), media (channel), duration of the message, spacing (gap), and content (message). The average number of attempts per lead is four. 40% of leads received no follow up, at all.
  • Data shows U.S. reps are sending more email messages than European reps. There is a movement to an account-based outbound model, and the inbound leads are being somewhat neglected.
  • Some reps are leaving leads alone that they think have little potential for a sale. The desire to hit activity metrics is having an impact on actual selling. If a customer says they want to be contacted, then contact them now.
  • The most common follow up is a single email. This is not the most effective way to follow up. Email should be used to set up a conversation between two people.
  • Every day that passes after a lead comes in degrades the prospect’s top-of-mind awareness. If you wait five days before contacting the prospect, you will likely lose them.
  • Is there an optimal cadence? If there is, reps aren’t using it. The tool doesn’t set the cadence or fix a problem. A person using a tool solves a problem. Find a balance between activities and results.
  • Personalization always trumps automation. Andy says humanization trumps personalization. Let technology augment the sales rep, without replacing the rep. Testing is essential.
  • Do we need to restructure marketing? We need to think about acquisition and retention. Gabe talks about internal changes at InsideSales Labs.



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 now, to learn more and enroll today.

March 22, 2017

How To Create Value for Your Prospects. With Jack Kosakowski. #412

Joining me once again on this episode of Accelerate! is my guest Jack Kosakowski, Global Head of B2B Social Sales Execution at Creation Agency.


[1:58] A sales professional for 12 years — in manufacturing and tech — Jack found a niche in social sales. His passion is integrating social into B2B sales.

[2:55] Jack gives his straightforward assessment of the single biggest challenge sales representatives face today. He follows up by describing a general problem with the SDR model.

[4:35] What happens to the sales process, in companies under high pressure to grow?

[5:36] Jack talks about shortcuts that turn out not to be pathways to sales success.

[7:36] The discussion turns to training issues.

[8:40] Jack has advice for marketing and sales alignment.

[11:27] What is different about B2B selling today, than before the use of the account-based sales model?

[14:22] The Art vs. the Science of Sales: the Debate. Jack would like to know the sales equation, if there is one.

[15:10] Jack covers building the right team, creating the right processes, stacks, and sales training strategy.

[18:05] Jack talks about questions sales representatives ask.

[20:57] How to dig deeper.

[23:50] Jack has learned more empathy for the buyer by being pitched. What skills has he seen lacking, among sales reps who called on him? Could they have given more memorable value?

[30:11] How does social media selling allow the sales professional to sell proactively?

March 18, 2016

On Accelerate! Now: Episode 115 with Bridget Gleason. How to Maximize Opportunities and Deals from MQLs and SQLs

My regular guest on Front Line Friday is Bridget Gleason, VP of Corporate Sales for SumoLogic. In this installment, Bridget and I have a conversation about Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs), and how to maximize opportunities and deals from them. Among the topics we discuss are:

  • The definition of MQL and SQL.
  • The reasons for low conversion rates of MQLs into qualified opportunities.
  • Are your MQLs being released too soon to your sales team?
  • How do you balance quality vs quantity in lead gen?

Be sure to join us for this information packed episode!

December 16, 2015

On Accelerate! Now: Episode 52 with Adam Honig. What Steps Should You Take Right Now? A New Generation of Tools Specifically Designed To Boost Sales Rep Productivity

Adam Honig, is the Founder of Spiro Technologies. In this episode, Adam talks about the need to provide sales reps with real-time data-driven insights and actionable recommendations that they can use to boost their productivity. He describes how CRM systems are perceived by sales reps to be “command & control” systems for management, not a productivity tool for them. And, he provides an introduction to a new generation of sales productivity tools, including his own product, Spiro, that have specifically been designed for use by sales reps to help them increase win rates and deal size. This is a must listen episode for sales reps and managers.


December 2, 2015

On Accelerate! Now: Episode 43 with Etai Beck. Build Value By Delivering Knowledge Through Content.

Etai Beck is CEO and Co-Founder of Folloze. In this episode, Etai discusses how you can deliver value to your prospects by responsively providing the right content at the right moment at each stage in their buyer’s journey. He talks about tools you can use to create compelling narrative for the prospect that helps them understand at a greater level of depth exactly what value the solution that you’re selling is going to provide. Etai also shows why it’s essential for you to understand how buyers engage with your content and to mine insights that enable you to quickly and effectively respond to the help the customer move closer to making their choice. If you’re a sales leader or have responsibility for sale enablement, you’ll want to download and listen to this episode.


November 19, 2015

On Accelerate! Now: Episode 37 with Matt Hill. Essential Strategies to Maximize Sales Efficiency at Trade Shows and Conferences.

Matt Hill, founder and CEO of The Hill Group, is a leader in training companies how to sell at trade shows and conferences. He’s worked with some of the biggest names in tech to help them turn trade shows into productive sales events. In this episode, Matt describes the steps companies should take to develop a sales plan for a trade show. And, he provides valuable strategies and techniques that every company can use to provide a better customer experience for booth visitors, develop and qualify more leads on the show floor and implement an effective process for following-up leads (both during and after the show). This episode is a must listen for sales or marketing leader who wants to earn a better ROI on trade shows.

October 7, 2015
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On Accelerate! Now: Episode 12 with Nancy Nardin. New Sales Tools That Really Can Improve Your Sales Productivity

Is your CRM system not a sales tool for improving performance? Nancy Nardin, Founder of Smart Selling Tools, Inc., believes it’s important for companies to have a CRM system. But a CRM system is not a tool that is going to increase sales productivity like some of the new sales enablement apps that are purpose built to increase engagement, improve conversions and win more deals. So, which sales tools should your team be using to amp up its sales productivity? Listen to this episode as Nancy gives her recommendations on the tools that can make a positive impact in your sales results.

October 5, 2015
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On Accelerate! Now: Episode 06 with James Obermayer. James Obermayer shares proven turnaround sales strategies for SMEs

As you might expect from the founder of the Sales Lead Management Association, and the CEO of a sales turnaround consulting firm called Sales Leakage, James Obermayer knows that there is no faster and easier way to grow your sales than to quickly and effectively follow up your sales leads. In this episode, Jim draws on his personal hands-on experience of turning around more than 30 underperforming sales teams, and shares his go-to formula for reviving stagnant sales organizations and achieving sales success (which involves marketing, too!).

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