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Zero to 100 - Part 1: Intro + First Section
David Skok and Stephanie Friedman host the Zero to 100 podcast focused on helping B2B startups find predictable, repeatable, and profitable growth. The podcast covers topics like building a repeatable sales process, funnel design, sales operations, and turning theory into practice. The event agenda includes sessions on founder-led selling, building a sales organization, forecasting, and the role of the CEO in scaling a business. Attendees can ask questions using the Sli.do question system.
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Zero to 100 - Part 1: Intro + First Section
- 2. Your Hosts DAVID SKOK Authorof ForEntrepreneurs.com 5 times entrepreneur turned VC, GP at Matrix Partners STEPHANIE FRIEDMAN More than 15 years of sales, marketing and business development experience, 3 successful startups SVP of Sales & Customer Success at Xamarin (acquired by Microsoft)
- 3. More About David… Loves photography and videography…
- 4. More About David… Loves photography and videography…
- 5. More About Stephanie… 1 Horse 15 months of travel 150 sharks Travelblog: www.shetravels.org
- 7. Family Dog Rescue • Fastforward – Hire ahead of time – Overinvest in infrastructure • Right hand or second brain • Data, data, data • Understand your growth • Reporting: Data, Analytics, Insights • Create operational playbook
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- 9. Conventional Wisdom Search forProduct / Market Fit Scaling the Business Works for B2C
- 10. BUT B2B FOUNDERS USUALLYDISCOVER… Turn up the spend on sales & marketing, but no consistent results, and a lot of cash burn
- 11. There’s an importantmissing step that’s essential for B2B
- 12. The Missing Step Searchfor Product / Market Fit Scaling the Business Search for Repeatable, Scalable & Profitable Growth Model
- 13. Other Startup Educationfocuses here: Search for Product / Market Fit Scaling the Business Search for Repeatable & Scalable & Profitable Growth Model
- 14. ZERO TO 100FOCUSES ON Predictable, Repeatable, Scalable, Profitable Growth Search for Product / Market Fit Scaling the Business Search for Repeatable, Scalable & Profitable Growth Model
- 15. Today’s founders Mostly firsttime founders Frequently from tech or product backgrounds Little/no experience in go-to-market
- 16. WHAT MAKES THISHARDER… The process is broken down into sub-phases Search for Repeatable, Scalable, Profitable Growth Model Find repeatable Sales motion Prove non-founders can sell Make it Scalable Ensure Customer Success Make it Profitable
- 17. Advice that isright for one stage… is totally wrong for another stage
- 18. “You have toWork on Optimizing your Pricing” APPROPRIATE HERE COUNTER-PRODUCTIVE AT THESE STAGES Search for Product / Market Fit Find repeatable Sales motion Prove non-founders can sell Make it Scalable Ensure Customer Success Make it Profitable
- 19. Start to finishcurriculum Major focus is on Building a Repeatable, Scalable, and Profitable Growth machine Highly stage specific Key lessons on how to take a B2B startup from 0 to $100m
- 20. With a strongemphasis on… BUYER-CENTRIC FUNNEL DESIGN
- 21. The Most Important Startup Questions When will werun out of cash? Are we on track to reach the milestones needed for a successful fundraise?
- 22. The Cash OutGraph 2017 Oct Nov Dec 2018 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ($2m) $0 $8m $6m $4m $2m 3 MONTHS Start Fundraising
- 23. STARTUPS ARE A RACEAGAINST TIME The way to win is extreme focus and total alignment across all departments
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- 25. Since CASH IS CRUCIAL TOSURVIVAL…
- 26. Let’s look athow to SUCCESSFULLY CLOSE YOUR NEXT ROUND
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- 28. Startup Valuations –The Reality MILESTONES TIME VALUATION
- 29. Startup Value CreationHappens as Key Elements are De-risked “Do we know what problem we are solving?” “Will many people pay?” TIME VALUATION “Does it actually work?” “Will someone pay?” Credit Pete Kazanjy
- 30. Key Startup InflectionPoints TIME VALUATION Can we scale profitably? Does our growth process scale? Can we scale without excessive churn? Can non-founders sell this? Will many people pay? Does it actually work? Will someone pay? Do we know what problem we are solving?
- 31. Not Only isRisk Reduced… but Focus and Business Motion also Change TIME VALUATION Inflection Points Credit Pete Kazanjy
- 32. THESE LEAD TO THESUB-PHASES
- 33. The Sub-Phases Test hypothesis “Whatare we solving? How?” Prove the Value “Does it actually work?” Prove it can be sold “Will someone pay” Search for Product / Market Fit
- 34. The Sub-Phases Find repeatableSales motion “Will many people pay?” Prove non-founders can sell “Can non-founders sell this?” Make it Scalable “Does this scale?” Ensure Customer Success “Can we scale without churn?” Make it Profitable “Can we scale profitably?” Search for Repeatable & Scalable & Profitable Growth Model
- 35. Scaling the Business The Sub-Phases Hitthe Gas & Scale “Does this keep scaling when we hit the gas?” Scale the organization & it’s processes Expand internationally Add additional Product lines
- 36. THE SCALING PHASE: StartupValue Increases Rapidly Can we scale profitably? Does our growth process scale? Can we scale without excessive churn? Will many people pay? Does it actually work? Will someone pay? Do we know what problem we are solving? CAN WE KEEP SCALING WHEN WE REALLY HIT THE GAS? TIME VALUATION Can non- founders sell this?
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- 38. PROFITABLESCALABLEREPEATABLE THREE CAREFULLY CHOSENWORDS Easy to say, but hard to achieve
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- 41. Drives Performance ofSaaS Stocks 650% 600% 550% 450% 400% 350% 300% 250% 200% 150% 100% 50% 0% 500% BVP Cloud Index NASDAQ Index S&P Index Dow Jones Index Public SaaS companies Jan 2011 Aug 2018
- 42. Trying to forceprogress by jumping ahead before completing the current phase #1 mistake
- 43. Common Variations • Buildingproduct before meeting enough buyers to validate the hypothesis • Hiring salespeople before founders have proven they can sell the product • Scaling sales before growth process is repeatable • Scaling sales before solving churn problem
- 44. BURN CASH & shortenthe runway
- 45. What We’ve Learned NOTPREDICTABLE HOW LONG THIS WILL TAKE Search for Product / Market Fit Scaling the Business Search for Repeatable & Scalable & Profitable Growth Model
- 46. Conserve Cash untilthe Scaling Phase Search for Product / Market Fit Scaling the Business Search for Repeatable & Scalable & Profitable Growth Model CASH BURN
- 47. A Common Mistake… Searchfor Product / Market Fit Scaling the Business Search for Repeatable & Scalable & Profitable Growth Model Founders remain in burn avoidance mode Fail to invest for fast growth
- 48. Recognize Where YouAre In The Lifecycle Search for Product/Market Fit Search for Repeatable & Scalable & Profitable Growth Model Test Hypothesis Prove the Value Prove it can be sold Find Repeatable Sales Motion Prove non- Founders can sell Make it Scalable Ensure Customer Success Make it Profitable Hit the Gas and Scale Scale the org & its processes Etc. 1 2 3 4 5 6 7 8 9 10 11 Scaling the Business
- 49. Avoid jumping ahead Searchfor Product/Market Fit Search for Repeatable & Scalable & Profitable Growth Model Test Hypothesis Prove the Value Prove it can be sold Find Repeatable Sales Motion Prove non- Founders can sell Make it Scalable Ensure Customer Success Make it Profitable Hit the Gas and Scale Scale the org & its processes Etc. 1 2 3 4 5 6 7 8 9 10 11 Scaling the Business
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- 51. START END SPEAKERS Lunch12:00 PM 1:00 PM Introduction to Zero to 100 1:00 PM 1:15 PM David + Stephanie Founder Led Selling 1:15 PM 1:45 PM Pete Kazanjy Building a Repeatable Scalable Growth Process 1:45 PM 2:05 PM David Skok Q&A 2:05 PM 2:20 PM Break – 15 minutes 2:20 PM 2:35 PM
- 52. START END SPEAKERS FunnelDesign: Get inside your buyers head and drive higher conversions The Product is your Salesperson – Time to Wow! 2:35 PM 3:05 PM David Skok Building a Sales Organization 3:05 PM 3:20 PM Stephanie Forecasting and Pipeline Management 3:20 PM 3:35 PM Stephanie Sales Operations 3:35 PM 3:50 PM Stephanie Motivation and Sales Team Culture 3:50 PM 4:10 PM Stephanie Q&A 4:10 PM 4:20 PM Break – 15 minutes 4:20 PM 4:35 PM
- 53. START END SPEAKERS TheSaaS Business Model and Metrics 4:35 PM 5:05 PM David Skok Experiences Turning Theory into Practice 5:20 PM 5:45 PM Mark Gally What is the Role of the CEO? 5:05 PM 5:20 PM David Skok Q&A 5:45 PM 6:00 PM Cocktails and Snacks
- 54. Questions Slido System: Go toSli.do Enter code: G560