4/7/22
Summary: focus on customer pains and tight segmenting via a mental model TSM (total serviceable market) to better focus effort on a richer target area. Focusing outreach on specific pain points within a TSM is more effective than “personalizing” outreach
Who is Jordan?
Jordan Crawford worked at Zinc.com and helped them grow from 1 to 100M in GMV in 2 years and since then he’s built go to market systems for Vouch, Ironclad, Mainsteet, and many more. His systems get 5-33% positive replies on cold outbound and 5-10x better CTRs on ads. Mainstreet closed $1M in deals in less than 3 months of his system going live with no manual sales work.
In this workshop you’ll get amazing go to market mental models:
- How most companies go to market, how we got here, and why it’s vastly inefficient.
- How to know, for every company in your market, who you can help 100x v.s. 10x.
- How to take what your founder knows and scale it to 100% of your market.
- Why personalizing your cold emails 1-1 or spamming are BOTH bad ideas and what to do instead.
- What’s the state of go to market data and how to best use that data.
More importantly, you’ll get mental models for your exact business
Strategies for your exact business on how you can deploy this learning. Register now, spots are limited and the sooner you register the more great free advice you’ll get from Jordan!
Typical Issues
- Founder does 1:1 Sales
- Hard to scale sales (say bad things to a lot of people or say random “personalized” things to a small number of people)
- Reps all try their own messaging
- no one is scaling what works
- no strategy about which companies to target and why
- no path to 10x the biz except to hire more reps
- Hire Marketing: spend money on paid channels
- but you don’t know who your customer is
- hard to take learnings from one paid channel to another
- Best strategy for growing companies is to organize and translate why past customters bought and use that as GTM
- decode purchasing decision
- what problem were they trying to solve
- if you look at a company’s marketing site and their case studies talk about those things
- Score 100% of market for public pain
- watch something or other
- How should we think about TAM
- ex The Hotels Network
- they improve direct booking on your website
- TSM > TAM: Total Serviceable Market
- if we pick a random company, 80% should be qualified to buy your product
- need at least 1 qualifiers that is most
- if we scored existing companies, need 80% to be good candidates
- TSM Ideas for The Hotels Network
- which hotels are likely to adopt vs not
- do they have a direct booking experience
- do they have a mobile optimized site
- engineering team?
- analytics?
- Playbooks
- A playbook is structured compilation of public data taht we think identifies companies that are likely in pain
- comprised of companies in the TSM
- Foused on one ICP
- Has 1 persona in mind
- speaks to structured pain based on data
Targeting is 100x>100x More Personalization
Playbooks Examples to Identify Key Moments
(within TSM)
Play 1: look for contacts that used to work at a company that used to use your product
Play 2: new hired budget owner/decision maker
Play 3: fast growing hiring for folks who your product might help
State of Data - Tools they recommend
Example of data sets to enrich your TAM
Brickstack.com: TAM scoring for each and every company
BuiltWith.com: for Technology Adds/Removes
- who has identify pixels
Sentieo.com: for larger company filings
intricately: for spend data and infrastructure load
restb.ai: AI image classification for Real Estate
PurpleSonar.com: trigger based changes for target acccounts - money raised
PeopleDataLabs.com: people based intelligence
StoreLeads.app: Ecommerce Data
Blueprint GRM.com: for jobs data to query by keyword, technology, team hirings, and more
Hot Takes
- what is your website
- Filmhub
- Who is your customer
- Filmmakers
- Distribution companies
- What jobs do your customers hire you to solve
- helping filmmakers/distributors (owners) get their work onto streaming channels
Inbound Flow Question
- are we slowing growth by making folks talk to a sales person?
- CTA is a schedule a call to talk to sales
- we don’t know who needs to talk to sales, who needs to talk to onboarding
- A: inbound is a net, you’re trying to catch, outbound is a spear
- Qualify on an intake form
- A: play up the loss of
Parting
- Focus on Empathy
- Focus teaching sales team on user pain