DATA DRIVEN SALES PROCESS
ASSUME, VERIFY, TUNE & REPEAT
Jean-Baptiste Daguené
CCO & Executive in Residence
@jbdaguene
/jbdaguene
AGENDA
ASSUME
Qualify
Discover
VERIFY
TUNE
REPEAT
+
Sell
Close
Agenda
EXPECTATIONS
OUTBOUND
vs
INBOUND
EXPECTATIONS
A
B
C
EXPECTATIONS
Outbound is a rough discipline with
no gratitude
It requires structure & persistence
to measure your progress
Remain humble & always look for
improvements
ASSUME
Create your ICPs (Ideal Customer Profiles)
 Regions
 Countries
 Verticals
 Industries
 Size




Revenue
# of employees
Alexa ranking
Other eg. FB likes, Twitter
followers, SEMRush
 Ideal Contacts
 Decision Maker(s)
 KPIs
 Influencer(s)
 KPIs
 Internal Champion
Value proposition strenghts
 Painkiller
 Vitamin
 Plug-in
ASSUME
Create your Ideal Customer Profile(s)
ASSUME
Generate your list(s) of cold prospects
 Buy
 Data.com, Buildwith, Datanyze, Pipetop, Spaceship.rocks etc.
 Scrape
 Import.io, Fiverr, webrobots.io
Estimate your ICP’s Total Addressable Market (TAM)
ASSUME
ASS + U + ME
ASSUME
Qualify
Region
Vertical
Discover
Size
Ideal contacts
Sources
Sell
Close
VERIFY
CRM in a nutshell
Tasks
Companies
People
Deals
VERIFY
CRM setup for List pre-qualification
Create task type:
Qualify
Create:
Status To contact
Source Hunting
Optional List of Expertise
Create custom field for:
 Qualiy statuses
 Not qualified
 Not qualified with contact(s)
 Not qualified with contact (s) +
email(s)
 Qualified no contact(s)
 Qualified with contact(s)
 Qualified with contact(s) + email(s)
 ICP
 Yes
 No
 Source(s)
 Eg. Where you scrapped or bought
the leads
VERIFY
Eg. of company qualification + enrichment process
VERIFY
How to find email address (Manually)?
Email hunter
Rapportive
Clearbit | Connect
QuickEmailVerification
VERIFY
How to enrich leads? (Automatically)
VERIFY
Calculate your first Key ratios:
1. Qualified vs ICP
2. ICP vs Qualified With Contact(s) + Email(s) (QWCE)
and/or
ICP vs Qualified With Contact(s) (QWC)
Estimate your ICP Service Obtainable Market (SOM)
 SAM/((Qualified vs ICP ratio)/(ICP vs QWCE or QWC)) = SOM
Best practice ratio
Qualified
vs
ICP
Between
15%
and
70%
According to the source
of the leads.
Qualified
vs
QWCE
Between
60%
and
99%
According to the region.
VERIFY
Size
Qualify
Region
Vertical
Discover
Size
Ideal contacts
Sell
Sources
Close
Region
Sources
Vertical Ideal contacts Expertises
Statuses
VERIFY
CRM setup for discovery
Create tasks type:
Discovery
Demo
Create custom statuses to
break down your sales funnel.
Note: Each status will later
become a queue of leads.
VERIFY
Best outreach channel: Cold call or E-mail?
Cold calls
 SMB
 Native speaker
Cold emails
 Enterprise
Goals
 Re-Qualify
 Book a demo call
 Do not sell by email!
VERIFY
Cold call best practice
 Do not pitch the gate keeper
 Use social proof to build credibility: “I’m in charge of (industry) clients for
(your company) and would like to discuss (pain) with (name) or (job title).”
 If you can not pass the gate keeper. Call after 6 P.M when they are back
home and decision makers are picking up the inbound calls
 Do not forget to shut-up after you ask questions
 Silence is a very powerful way to make other people talk
 Do not sell in the 1st call
 Your main goal is to agree about potential pain point(s) (cf.ICP) and book a
discovery/demo call
 Smile before to dial
 This will make you sound more confident
 Challenge your prospect to discover their pain
 Eg. of common objection: “Send me an email.” best way to handle: “Sure,
but what exactly do you want me to send by email?”
VERIFY
Cold emails best practice
How do we get this?
 Your email subject has to be aligned with your content
 Do not use tricks with false leading subject
 No more than 7 lines in your intro emails  Less is more
 Has to fit on a mobile screen
 Focus on 1 value proposition/pain per email (cf. ICP profile)
 If possible include strong social proof after or in your value proposition
 Show that you done some homework before to contact them (cf. leads
enrichment)
 Simple Call To Action. Maximum 2 per email
 1 for referral and/or 1 that they can reply by Yes or No
VERIFY
Cold emails example
Subject:
Question regarding (pain)
Open rate
45%
Reply rate
18%
Email body:
Hi (first_name),
Hope you don’t mind the direct approach. I’d like to show you how (expertise)
professional in (industry) are using (your company name) to (1 value position
with strong social proof or ROI).
Do you think our (product) could be of interest to (Company)?
Thanks,
- Email signature with title, tel., company link(s) etc.
VERIFY
Discovery / Demo call best practice and guide line
Intro
 Icebreaker
 Call agenda
Goal: Build a great 1st impression and start a personal rapport.
Discover
 Verify your ICP assumptions
 Understand his/her company business model
 Understand his/her role in the company
Goal: Re-qualify, identify and agree about (a) pain(s) you can solve.
Demo
 Only show feature that solve the identified pain(s) and/or related to their KPIs
 Agree about the value proposition
Goal: Paint the picture of the discovered pain(s) solved with your painkiller
Next steps
 Confirm what you already agreed
 Confirm and agree about timeframe
Goal: Put them in charge and score them accordingly
VERIFY
Create your call mapping guidelines
VERIFY
Tools we use
Open and reply rate tracking + team and personal template with custom
field + mailmerge with automatic follow-ups
OR
VOIP call with good international rates + local phone number(s) + call
redirection to multiple option + voicemail + call recording + mobile app
VERIFY
Size
Region
Sources
Vertical Ideal contacts Expertises
Statuses
Size
Region
Sources
Vertical Ideal contacts Expertises
Statuses
Qualify
Region
Vertical
Discover
Size
Ideal contacts
Sell
Sources
Close
TUNE
Measure and monitor your progress weekly
 Systemized tasks repeatable tasks
 Eg. Email replies
 Measure top funnel conversion vs vertical
 Eg. ICP vs QWCE
 Measure cold call vs discovery/demo booked
 Measure cold emails open and reply rate
 Update ICP based on qualification and/or discovery results
TUNE
Eg. of systemized cold email replies with templates + CRM statuses + Task
TUNE
CRM setup for List SELLING
Create custom field for
Client:
Yes
No
Churned
Create Custom field for
Type:
Newbiz
Renewal
REPEAT
Track your key ratios and forecast
REPEAT
Analyze your funnel with data points per verticals, country etc.
REPEAT
Size
Region
Sources
Vertical Ideal contacts Expertises
Statuses
Size
Region
Sources
Vertical Ideal contacts Expertises
Statuses
Size
Region
Sources
Vertical Ideal contacts Expertises
Statuses
Size
Region
Sources
Vertical Ideal contacts Expertises
Statuses
Qualify
Region
Vertical
Discover
Size
Ideal contacts
Sell
Sources
Close
REPEAT
Scale
REPEAT
Scale
1+1
2
1
4
2
1
REPEAT
Scale
Qualification
team
Sales Team
Outbound
Optional
(Later stage)
Payment
collection
Cold calls & emails
Discover,
Sale, Close
Inbound
Organic, events,
partnership etc.
Onboarding
Automatic
and/or Account
manager
Retention +
Upsell
DATA DRIVEN SALES PROCESS
ASSUME, VERIFY, TUNE & REPEAT
QUESTIONS?
Jean-Baptiste Daguené
[email protected]
@jbdaguene
/jbdaguene