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SaaStr Scale: The playbook to re-igniting growth with Aaron Ross

Picture of Hoala Greevy Hoala Greevy August 29, 2019

From the founder

I got home at 2:30am last night, after a delayed flight back from Philadelphia. Earlier this week we attended HITRUST Community Extension Program (CEP) events in New York and Philadelphia. I made sure however, to get back in time for SaaStr Scale today in San Francisco. The first session I attended was by Aaron Ross: The Playbook To Re-Igniting Growth. I've previously written about Aaron and his books here, here, here, and here.

SaaStr Scale: The Playbook To Re-Igniting Growth with Aaron Ross - My Takeaways

SaaStr Scale: The Playbook To Re-Igniting Growth with Aaron Ross

Here are my takeaways from Aaron Ross' presentation, The Playbook To Re-Igniting Growth.

Skipping a step is a common error to scaling growth
Some funds equate an increase of $1M in Annual Recurring Revenue (ARR) to an increase of $12M in a company's valuation
Focus on 3 Primary metrics: More qualified meetings, more proposals sent, more deals won
If one person doesn't own it, it won't happen
Outbound will not work without dedicated people to it. It just won't.
Split account management (Customer Success) from staff (Sales) who close accounts
You can't scale leadgen without accurate metrics
"Every leadgen dashboard I've seen lies." (Aaron Ross)
Outbound is really about the dashboard
Audit or review every single outbound opportunity
"If I don't trust the metrics, I don't know what to invest in." (Ross)
Salesforce CEO Marc Benioff originally didn't trust outbound metrics because at Oracle, they were all fudged. It took 2 years to sway his opinion.
Re: Outbound: "You don't want hope, you want truth." (Ross)
Create "Revenue Team" Alignment: Close the Sales-Marketing Goal Gap
Get one Revenue Leader who can speak both (Marketing and Sales) languages
Have goals but not expectations
"With Sales, if you can add more roles, that usually helps." (Ross)
What can you do to ramp leadgen? Use whatever is working for you.
Absolutely do not have your SDRs doing both Inbound and Outbound job functions