In a previous post, I mentioned that I’d personally taken $3.5M of SaaS ARR off the bottom line of the 3rd largest Enterprise SaaS corporation in the US (it begins with the letter “A” and ends in “E”) while representing two different companies, in two different transactions, with two different prospects, while displacing their incumbent position at one of their European customer sites… and I have the receipts and references to prove it. It seems that when you’re that big, a few million dollars really won’t be missed. Anyway…
ALL BUSINESS IS PERSONAL.
In the enterprise SaaS sales arena, top producers take the competitive reps money commissions. Me? I literally visualize how I take somebody’s vacation, quota revenue, mortgage down payment, private school tuition, new car purchase, and hope I leave a sales leader explaining why their forecast “slipped.” Feeling guiltless and reminiscing how it ‘s ETHICALLY done… is special, and enjoy teaching others the same.
WHAT WAS DONE DIFFERENTLY
In both enterprise SaaS sales engagements, I surreptitiously navigated a path to the C-Level by consistently leading with a business strategy focus: business vision, money & metrics, leveraging their 10k, annual report, strategic vision document, and more…) all while my competition was engaged in a low-level “technology feature war” with contacts that could only say “no” or promise to escalate.
After three virtual meetings, when I was at Acquia a CTO emailed me a Strategic Business Plan that was authored by their Big 6 consulting firm. I’d developed a 10-year habit of structuring pursuit plans and joint working plans that addresses business requirements. When I was a Lead Consultant for another organization, I collaboratively detailed requirements that resulted in a Microsoft Azure deal with a CDO by circumventing “common vendor” status. Everything I’ve done is a teachable skill that I mastered as a self-employed international technology sales consultant.
Want to achieve competitive immunity or a competitive advantage? Begin “Smarketing” (sales + marketing) and remember there’s no “box” for you to think outside of. Start thinking: “what if?” Successful startup entrepreneurs think “what if” as a standard and maybe you should think about it too. Still reluctant? Then do this: Years ago, I started by reading a foundational marketing text that shares principles used in authoring and executing a go-to-market (GTM) strategy entitled “Blue Ocean Strategy” by Mauborgne & Kim. Once you realize you can un your sales territory as a business… you’ll totally transform your life
Let’s grow!
~(CB3)