The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 6 months ago

Friday Fundamentals 157: Nelson Gilliat

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Friday Fundamentals 157: Nelson Gilliat

Hey everybody, it's Sam Jacobs. Happy Friday, welcome to the salesacker podcast. We've got this week's guest back on the show. We've got Nelson Gillett and he is the author of an important new book called the death of the SDR and the birth of buyer e centric revenue, and we're going to be asking Nelson what is something you can do to accelerate your revenue generation strategy? Now, before we get there, we want to thank our sponsors. We've got two sponsors for Friday fundamentals. The first is pavilion. Pavilion is the key to getting more out of your career. Our private membership connects you with a network of thousands of like minded peers and resources where you can tap into leadership opportunities, professional development, mentorship and other services made for high growth leaders just like you. Join US on February. Third for pavilions annual kickoff, where you can hear from wellknown speakers like Kim Scott, the author of radical candor here, about exciting new developments at pavilion and learn more about all of the amazing advancements that are coming through the world's leading professional development platform. We're...

...also sponsored by outreach, out which triples the productivity of sales teams and empowers them to drive predictable and measurable revenue growth by prioritizing the right activities and scaling customer engagement. With intelligent automation. Outreach makes customer facing teams more effective and improves visibility into it really drives results. Now, Nelson, welcome back to the show. Thanks Sam everyone. So our question for you today on Friday fundamentals. Obviously you have a strong point of view. The book is called the death of the SDR and the rise of buyer center revenue. So in your opinion, what is the way that companies can think about transitioning to a more buyer friendly strategy that also accelerates their revenue growth? Give us the highlights. Yeah, sure. So I challenge people to rethink the marketing and sales model that most BB companies are running on these days, which I think is outdated, and that's the pick for revenue model, and I hope people consider an alternative pose, which is the Bier centric revenue model, which I think...

...is just more lined with modern buyers and what marketing and sales can and should be doing nowadays to help them buy the way that they can and want to these days. And so essentially what that is is about four things, or or sort of four steps, and the first one is to, I would say, sunset prospecting strs in favor of Demandin in order to generate and qualify leads, where it's a managin is entirely focused on bier friendly marketing that lose buyers to requested them on the website, automatically qualifies buyers in the website with a few questions and then enables qualified fires to put the demo right from the seller's calendar. And then the second thing, the second aspect of the revenue that I challenge and I think people we think is seller specialization or the sales assembly line or sales handoffs. You know the AEAEST CSM split, but you know all the other subdivisions that we see, such like a sales engineer to do demo and whatnot. And basically, some set that in favor of a...

...one to one buire cell relationship in which is seller owns the buyer customer relationship throughout the initial sale, expansion and renewal, and the seller can also like loop in other non sellers. You know when they need to act like sort of like a project or manager, so, for example, that someone from the product team who can handle difficult technical questions or, you know, customize the the the solution of you for implementation, customize the product. The third thing that I encourage people to rethink is commissions as a way to pay sellers. I recommend that people sunset that in favorable full otee salary plus bonus and, you know, or at least offer sellers the choice of that, and I think you'll just have a better sales team and have your customers if you offer offer full D salarcas bonus. And then the last thing that I recommend that people we think is quotas as a type of sales goal and one type of performance measurement for sellers. And so I recommend people to scarve quotas in...

...favor of proper sales goals and holistic performance measurement in which revenuetainment is one of many performance metrics to evaluate a seller and where sells performance is not publicly displayed against their teammates for quote unquote, healthy competition. So I think all in all, this will help improve, you know, marketing sales at a company, help people have more productive and fulfilling careers, literate people to be able to do you know, I think more modern marketing and sales and and I think sales in particular, who kind of gets salad with prospecting, gets salad with sort of limited ownership and responsibility, with a buyers relationship and have commissions and have quotas. I think sales in particular gets the worst of the existing best practical, quote unquote best practices that are go now, going on now and B Tob, which is why I think we see a lot of people to satisfy the sales a lot of sellers that are suffering, just like guess to ours. They're also suffering high turnover, low ten year low prectivity, low performance, low job satisfaction and a lot of people are put off.

All together to the two sales and sales still suffers that that loosy reputation has. I think it's largely because of this, because of prospects, because of the sales assembly line, because of commission, because of polder. So I think if people really want to elevate marketing and they want to elevate sales and they want to help strs then I would encourage them to kind of rethink these practices. If we think the predict a revving model and and check out the biers. Such a reven Madel good, I love it. Nelson, thanks so much for being on the show. Remind us of folks want to get in touch with you. What's the best way? Yeah, you can follow me on Linkedin. Nelson Gilliatt put out a lot of content there to kind of break all this stuff down, since they digestible bits, and the book the death of the str the birth of byres such a revenue is available on Amazon and if anyone ever wants to chat about the stuff, just feel free to reach out and know on Linkedin or email me. Nelson, that buy or Suncher REVENUECOM. Always happy to chat and into your questions. Wonderful, Nelson. Thanks so much for being our guest on the show this week off.

Folks want to reach out to me, you can. You can he hit me up over email. Sam and joined pavilioncom. You can also find me on Linkedin, linkedincom. Forward the word in for Sam f Jacobs. Reminder to thank you to our sponsors. Pavilion. Join US on February third for the annual kick off to hear from Kim Scott, the author of radical candor, and thanks again to outreach tripling the productivity of sales teams the world over. Nelson, thanks so much for being our guests this week. Thanks Sam, thanks everyone.

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