Blueprints For A SaaS Sales Organization: How to design, build and scale a customer centric sales organization by Jacco vanderKooij & Fernando Pizarro

Author:Jacco vanderKooij & Fernando Pizarro [vanderKooij, Jacco]
Language: eng
Format: epub
Publisher: Winning By Design
Published: 2015-07-01T18:30:00+00:00

In Blueprint 5 we showed the various players in the new SaaS sales environment as well as the points at which they interact. Those interaction points are the points we want to track with our data measurement system, and the ratios between those points form the lifeblood our our data-driven organization. Against those standardized measurement points we can now generate standard reports, and those reports are turned into standard dashboards.

DIFFERENT KINDS OF DATA

When we zoom on the pipeline generation activities in Blueprint 5 we can start to see how to manage against performance. For instance, we can look at the following:

I) VOLUME DATA: Measurement points that track volume by directly counting events such as MQLs (point #3), SQLs (points #11/#12), and WINs (points #21/#22).

II) CONVERSION DATA: Ratios between measurement points provide important conversion ratios. For instance, we note that 100 MQLs (point #3) resulted in 55 SQLs (point #11), a 55% conversion rate.

III) PERFORMANCE DATA: We can extrapolate data across multiple measurement points. For instance, we can examine the MRR generated by a single marketing campaign in 30 days, length of a Sales Cycle, churn percentages, upsell percentages, the pipeline created per SDR at a given velocity, and/or the Client Acquisition Cost of the online team vs. the field team, and so on.

IMPORTANT: In a multi-tiered sales organization it is important that you structure your dashboards to provide these insights across the different tiers of your business. It is important to do this because the cycle and size of the enterprise business will mask the smaller cycles and sizes of your SMB and self-serve tiers.

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