{"id":3056,"date":"2023-03-20T18:47:17","date_gmt":"2023-03-20T23:47:17","guid":{"rendered":"https:\/\/sellingsherpa.com\/?p=3056"},"modified":"2025-02-11T13:47:20","modified_gmt":"2025-02-11T18:47:20","slug":"hunters-unicorns-playbook-universe-podcast-summary","status":"publish","type":"post","link":"https:\/\/sellingsherpa.com\/index.php\/2023\/03\/20\/hunters-unicorns-playbook-universe-podcast-summary\/","title":{"rendered":"Hunters + Unicorns: Playbook Universe (podcast summary)"},"content":{"rendered":"<div class=\"nolwrap\">\n<h1 class=\"wp-block-heading\">Arturo Marin #019<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hire only people who are better than you<\/li>\n\n\n\n<li>Key priorities as a new CRO\n<ul class=\"wp-block-list\">\n<li>Build out the process (esp. by hiring a strong RevOps leader)<\/li>\n\n\n\n<li>Measure pipeline generation<\/li>\n\n\n\n<li>Tune the capacity plan based on\n<ul class=\"wp-block-list\">\n<li>the true revenue contribution per seller over time<\/li>\n\n\n\n<li>the desired ratios between sellers and sales support<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Refine your ICP<\/li>\n\n\n\n<li>Segment territories<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Give people the path to President&#8217;s Club by defining and holding people accountable leading indicators<\/strong><\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Sam Costello #016<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If you make the customer successful, then you earn the right to ask for value in exchange.<\/li>\n\n\n\n<li>Bring the best people into the business; be maniacal about building pipeline; go execute against the pain in the market so that your customers are successful.<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">(Missing #015)<\/h1>\n\n\n\n<h1 class=\"wp-block-heading\">Alex Varel #014<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When evaluating candidates, break he profile up into intangibles, competencies, and experience.\n<ul class=\"wp-block-list\">\n<li>Intangibles:\n<ul class=\"wp-block-list\">\n<li>Drive: What is someone trying to prove? What are they trying to avoid?<\/li>\n\n\n\n<li>Intelligence: Street smart &amp; book-smart. Can you apply what you being taught?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>When I&#8217;m recruiting, I&#8217;m looking for people who want to win in a really big way and who want to leave nothing to chance. <\/li>\n\n\n\n<li>Recognition works but it must be earned and must be authentic.<\/li>\n\n\n\n<li>The most important job of a first line leader is being able to identify and attract the right talent. <\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Olli Krebs #013<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If you want to teach something, you should have done it yourself in the past.<\/li>\n\n\n\n<li><strong>You can&#8217;t train people for one week in a room and then send them into the field and say, &#8216;Now go sell!&#8217;  Managers need to join new reps in customer meetings with the goal of listening in order to provide immediate feedback<\/strong>. <\/li>\n\n\n\n<li>Customers today come to you already knowing what they want. Your job is then to guide them to your solutions. <\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Dan Miller #012<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li> Understand\n<ul class=\"wp-block-list\">\n<li>The current state &amp; the problems associated with the current state<\/li>\n\n\n\n<li>The future state &amp; the positive business outcomes that would come from that<\/li>\n\n\n\n<li>The requirements that drive the transition from the current to the future state<\/li>\n\n\n\n<li>From among the requirements, the unique differentiators of our solution<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>You need a quick feedback loop between sales, product, and engineering.<\/li>\n\n\n\n<li><strong>Construct your sales onboarding bootcamp to mirror your sales process. And make it rigorous enough that some new hires may not make it through.<\/strong><\/li>\n\n\n\n<li>Deal drivers:\n<ul class=\"wp-block-list\">\n<li>Cost Savings (M in MEDDICC)<\/li>\n\n\n\n<li>Compelling Event<\/li>\n\n\n\n<li>Political landscape and personas (E in MEDDICC)\n<ul class=\"wp-block-list\">\n<li>Individual developers<\/li>\n\n\n\n<li>Middle level<\/li>\n\n\n\n<li>CxO business fit<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Compelling, unique differentiator exposed via a technical validation event (Decision Criteria &amp; Decision Process in MEDDICC)<\/li>\n\n\n\n<li>Strong champions at every level (Champion in MEDDICC)<\/li>\n\n\n\n<li>Constant deal reviews<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>As a leader, is it #1 about recruiting, #2 about enabling and retaining your team, and then #3 about booking revenue but that comes naturally as a consequence of the first two. <\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Chris Mahoney #011<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nothing is ever going to replace execution. <\/li>\n\n\n\n<li>Empathy\n<ul class=\"wp-block-list\">\n<li>What would it be like to be in that person&#8217;s situation?<\/li>\n\n\n\n<li>What could you do to help that person?<\/li>\n\n\n\n<li>How would you help that person help themself?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>You can have a different process, but if you have the same culture, intensity, and mindset of winning then you can succeed<\/li>\n\n\n\n<li>ICE (portion of MEDDPICC) = identify pain, champion, &amp; economic buyer<\/li>\n\n\n\n<li>I won&#8217;t get outworked and I&#8217;m not afraid of being wrong<\/li>\n\n\n\n<li><strong>Clarity in communication &#8211; scheduling and sequencing what you are going to ask the field (sellers) to do &#8211; is so incredibly important. Simplicity scales.<\/strong><\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Seth Olsen #010<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What stood out most during my time at Snowflake was the emphasis on PG [pipeline generation]. They live and die by PG. Not necessarily at the individual level, but how do you collectively generate pipeline as a group? How do you set the vision? How do you put in the structures and the discipline to excel at PG?<\/strong><\/li>\n\n\n\n<li>We measure discovery calls, new business meetings, and pipeline created on a weekly and monthly basis.<\/li>\n\n\n\n<li>Is this opportunity really qualified?\n<ul class=\"wp-block-list\">\n<li>What is the value offering for this customer\/prospect?<\/li>\n\n\n\n<li>Do we have a champion?<\/li>\n\n\n\n<li>Have we engaged with the economic buyer?<\/li>\n\n\n\n<li>Do we truly understand their pain?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Jason Eubanks #009<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>If asked about your college GPA during an interview, answer without hesitation even if it was not stellar.  <strong>Being careful to avoid making excuses, explain your character-building priorities that led you to make intentional tradeoffs.<\/strong><\/strong> <strong>This is a character question, not an intellect question. If someone lies or says they can&#8217;t remember, then you cannot trust them in a forecast call. <\/strong><\/li>\n\n\n\n<li><strong>I let the data tell me what the process should be.  For instance, I learned that if we get the product in  the hands of the prospect immediately, within the first meeting, without going through deep discovery, a business value assessment, and tech scoping workshops, then we had a drastically higher (2.5x) conversion rate.<\/strong><\/li>\n\n\n\n<li>SLG is a complement to, not a substitute for, PLG.<\/li>\n\n\n\n<li>At Twilio, we took things from having to understand the wide-open art of the possible into targeting the buyer personas who cared about 5 solution categories tied to 9 use cases.  This served as the foundation for enabling AEs, SEs, partners, etc.<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Pete Agresta #008<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When selling into large financial services, don&#8217;t just sell technology, build business partnerships. For example, bankers are looking to provide financing and M&amp;A solutions to your company.<\/li>\n\n\n\n<li>When your CEO sets a meeting with a peer CEO at a client or prospect, they should ask, &#8220;Do you mind if I have my sales executive in the room with us?&#8221;<\/li>\n\n\n\n<li>Your job as a Strategic Account Manager is to get your MBA in that account.  Get to know their strategic projects.<\/li>\n\n\n\n<li><strong>When you are feeling anxious or unfulfilled in your job, go spend more time with customers &amp; prospects.<\/strong><\/li>\n\n\n\n<li>Hire for personality, coach for skills.<\/li>\n\n\n\n<li><strong>To make meaningful connections, you don&#8217;t have to be a profound expert, you just need to have one insight and deliver it with confidence.<\/strong><\/li>\n\n\n\n<li><strong>The best salespeople build strong relationships internally. They are not &#8216;playing politics,&#8217; they are just trying to succeed in their job.<\/strong><\/li>\n\n\n\n<li>Sales is a contact sport. As a senior sales leader, you cannot run the business without getting out into the field with your reps.<\/li>\n\n\n\n<li>When you sell exclusively through partners, you must be intentional about how to bring high level value to enterprise customers or that muscle will atrophy.<\/li>\n\n\n\n<li>Your operating rhythm is not optional.<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Chris Singletary #007<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>At PTC, you were on recurring &#8217;90-day contracts&#8217; &#8211; if you did not sell, you were fired.<\/li>\n\n\n\n<li>Know more about the customer than they know about themselves; or, at least know more than the next rep who also engaging your prospect.<\/li>\n\n\n\n<li>MEDDPICC is especially a tool for reps to hold themselves accountable for which deals to work and how to work them.<\/li>\n\n\n\n<li><strong>For pipe gen, we talk about 36-24-6-4. That is 36 net new discovery calls in a quarter, 24 product demonstrations, 6 PoC planning\/&#8221;EB go&#8221; conversations, and 4 PoCs.  This breaks down to 3 &amp; 2 (discos &amp; demos) every week.<\/strong><\/li>\n\n\n\n<li>The most important parts of MEDDPICC are identify pain and champion development (the person\/people impacted by the pain).<\/li>\n\n\n\n<li>No business issue, no business. <\/li>\n\n\n\n<li><strong>It has become hard(er) to differentiate on features; instead, explain how you differentiate on architecture in a way that not only gives you better performance but also unlocks your roadmap<\/strong><\/li>\n\n\n\n<li><strong>As features become more like for like, companies are working to differentiate on support &#8211; 24\/7\/365 service with extremely rapid response by high-caliber personnel<\/strong><\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Philip van der Wilt #006<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Only join a company if they match your level of ambition. <\/li>\n\n\n\n<li><strong>Join the company with the best product in the space (and who is also scaling the fastest).<\/strong><\/li>\n\n\n\n<li>If you want to be an enduring company, customer success must be front and center at what you do.<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Marina Ayton #005<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The core of my success in going 8 years achieving no less than 200% of target was doing 2 hours of pipeline generation (PG) every day.<\/strong> Having a full pipeline allows you to ask more difficult questions and thus qualify opps in and out much more aggressively.<\/li>\n\n\n\n<li>I look to hire people who are tenacious but not entitled.<\/li>\n\n\n\n<li>Start your forecast calls with, &#8216;What is the bad news? How can we solve it?&#8217;<\/li>\n\n\n\n<li>The fundamentals are:\n<ul class=\"wp-block-list\">\n<li>Daily pipeline generation<\/li>\n\n\n\n<li>Being exceptionally well-prepared for customer meetings<\/li>\n\n\n\n<li>Represent our company<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Flexibility is earned<\/li>\n\n\n\n<li>Never be in a position where you have the ask for a promotion<\/li>\n\n\n\n<li>The best AEs learn their product and don&#8217;t over-rely on their sales engineers. <\/li>\n\n\n\n<li>To be the best rep in the company, you cannot feel entitled to a Monday to Friday, 9a-5p job.<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Hash Choudhuri #004<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Throughout the sales process, prospects are judging your integrity and that of your company as much as they are evaluating your solution. <\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Marjorie Janiewicz #003<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Document the value drivers your customers are pursuing and especially <strong>how<\/strong> we deliver that value. Measure (granularly), manage, and optimize the business based on those principles.<\/li>\n\n\n\n<li>Diversity fosters diversity; people want to work with and for people like them.<\/li>\n\n\n\n<li><strong>Years ago, great sellers were hungry, competitive, had a good network, and were extroverts.  We have evolved and great sellers now must have empathy, the ability to ask great questions, active listening skills, and business acumen<\/strong>.<\/li>\n\n\n\n<li>If your quota attainment drops, reevaluate your capacity model<\/li>\n\n\n\n<li>Strive to maintain if not grow you sales productivity quarter over quarter<\/li>\n\n\n\n<li>Make sure you are clear [and aligned] on the ~2 positive business impact your solution generates. This must have the power to drive the prospect CEO &amp; CFO to purchase your solution.<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Graham Moreno #002<\/h1>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>There is a tight link between &#8216;verticalizing&#8217; your sales team and success in selling to large enterprises.<\/strong><\/li>\n\n\n\n<li>Strategic account management requires a very different skillset and mindset than hunting new logos<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">Luke Rogers #001<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">(some material here also from Luke&#8217;s <a href=\"https:\/\/www.youtube.com\/watch?v=_AJPsrVGGtI\" target=\"_blank\" rel=\"noreferrer noopener\">Sales Confidence event presentation<\/a>)<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>When interviewing with Jeremy Duggan, Luke hand him his resume.  After looking it over, Jeremy asked, &#8220;Why the f*ck would I ever hire you?&#8221;<\/strong><\/li>\n\n\n\n<li>When I joined AppDynamics, I committed to being a zealot of the PTC\/BladeLogic playbook. I also adopted a &#8216;do whatever it takes&#8217; mentality. <\/li>\n\n\n\n<li>I just kept\n<ul class=\"wp-block-list\">\n<li>Pipeline building<\/li>\n\n\n\n<li>Champion building<\/li>\n\n\n\n<li>Meeting more Economic Buyers<\/li>\n\n\n\n<li>Doing more PoVs<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>We held ourselves highly accountable to what counted as a new business meeting. Just coffee does not count.  Discovery and demo meetings count.<\/li>\n\n\n\n<li>Inspire but enforce the playbook<\/li>\n\n\n\n<li>I knew if I ran 10 new business meetings, I&#8217;d get 6 potential opportunities. After doing technical deep dives, I&#8217;d qualify out 2 and be left with 4  legitimate opps. 2 would be urgent requiring a PoV this quarter and 2 would give me upside pipeline for next quarter.<\/li>\n\n\n\n<li>Revenue is the by-product of intentional activity today.<\/li>\n\n\n\n<li>Enterprise sales is a team sport. Your (sales) leadership team needs to align with executive peers at the prospect.<\/li>\n\n\n\n<li>Ambitious, brilliant A-players want to work with each other.<\/li>\n\n\n\n<li>Design simple, uncapped comp plans. <\/li>\n\n\n\n<li>&#8220;Obsess about the success of your champions.&#8221;  In this day and age, we don&#8217;t sell software; our champions sell software.<\/li>\n\n\n\n<li>Never ever lower the bar on hiring.<\/li>\n\n\n\n<li>Sales leaders at a given level tend not to collaborate well with each other since they are competing.<\/li>\n\n\n\n<li>3 Rs of sales leadership (in this order)\n<ul class=\"wp-block-list\">\n<li>Recruitment &#8211; ICCE\n<ul class=\"wp-block-list\">\n<li>Intelligence\n<ul class=\"wp-block-list\">\n<li>IQ: Academic track record<\/li>\n\n\n\n<li>EQ: Do they listen or do they just talk?<\/li>\n\n\n\n<li>Street Smarts<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Character: Resilience. Overcoming personal hardship. Athletes. Ex-military.<\/li>\n\n\n\n<li>Coachability: Has somebody constantly put themselves in a situation where they want to acquire new skills?<\/li>\n\n\n\n<li>Experience: It is very difficult to validate people&#8217;s past sales track record.  Experience is intentionally the last on this list.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Retention<\/li>\n\n\n\n<li>Revenue<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Arturo Marin #019 Sam Costello #016 (Missing #015) Alex Varel #014 Olli Krebs #013 Dan Miller #012 Chris Mahoney #011 Seth Olsen #010 Jason Eubanks #009 Pete Agresta #008 Chris Singletary #007 Philip van der Wilt #006 Marina Ayton #005 Hash Choudhuri #004 Marjorie Janiewicz #003 Graham Moreno #002 Luke Rogers #001 (some material here [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_import_markdown_pro_load_document_selector":0,"_import_markdown_pro_submit_text_textarea":"","_monsterinsights_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":false,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-3056","post","type-post","status-publish","format-standard","has-post-thumbnail","category-uncategorized","entry"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- 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