Lessons Learned in our Sales Team
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The document outlines 10 lessons learned from growing a sales team from 0 to 32 employees at Customer Alliance. It discusses best practices for hiring, leadership, and processes. Some key lessons include over-hiring to account for turnover, setting clear expectations in interviews, having leaders who do sales and manage employees, establishing detailed documented processes, and continuously measuring performance. The presentation provides insights for building an effective sales team from the ground up.
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Lessons Learned in our Sales Team
- 1. Lessons Learned in our Sales Team Startup Camp Berlin 14.03.2015 Moritz Klussmann / Co-Founder & CEO
- 2. 1. About Customer Alliance 2. Some High-Level KPIs 3. 10 Lessons Learned Agenda
- 3. Online Reputation Management use reviews for online marketing save time in quality management & analysis
- 4. About us Facts about the company Partner Association 35+ countries 3,000+ hotels Sponsored by
- 6. Employees: 69 Paying Customers: >3,000 MRR churn: < 0.9 % Customer lifetime: +8 years Time to recover CAC: < 11 month About us Customer Alliance KPIs at a glance
- 7. Customer Acquisition Cost vs Revenues Our customer acquisition costs (CAC) are recovered within the first year Time to recover CAC: 10,5 month Min. contract duration: 12 month Customer profitable from year 1 When do we make money? Compensation for Sales: 86% Compensation Marketing: 9% Marketing Expenses: 5% Composition of CAC 2014 Revenues vs CAC
- 8. International Markets Three Sales Teams: DACH, France & Italy
- 9. Our Sales Funnel Gross to Net Call x% Net Call to Webinar Appointment x% Held Webinars x% Paying Customer x%
- 11. 10 Lessons Learned Our lessons learned when growing our Sales Team Going from 0 to 32 sales employees Lessons Learned
- 12. Problem in Germany Sales has a negative image. Hiring
- 13. 1. Expectations management in interview process Expectations management in interview process: Call Sales Sales. Do a full test-day / assessment center. Hiring
- 14. 2. Over-Hire Fluctuation in sales is high within the first couple of months. If you need 1 sales rep, hire 2. If you need 3 sales reps, hire 5 Hiring
- 15. 3. No Second Choice Better hire no-one than a second choice. Hiring
- 16. 4. No Gorillas Do not hire the Gorillas. Most loud people are completely different on the phone. Hiring
- 17. 5. Eight is the Maximum Each team leader in sales should not be responsible for more than 8 people Leadership
- 18. 6. Be a leader, not only a manager... Founders / Team Leaders need to do sales as well. Be an example. Leadership
- 19. 7. ...but also be the manager Constant check of individual sales performance is needed. Check number of calls, number of new appointments, etc. Leadership
- 20. 8. Processes are annoying, but important Have clear and well documented processes. Spend time and money on it. It will pay off. We have 17 documented processes in the team. Faster onboarding of new team members Better collaboration Makes your company scalable Processes
- 21. 9. 1-min Reporting Everything - including every call - needs to be measured. No gut feeling. Processes
- 22. 10. 3 reps min. to test new markets Start a new market with at least 3 sales persons. You need to know whether the market or the sales person is not working. Processes
- 23. 1. Expectations management in interview process 2. Over-Hire 3. No Second Choice 4. No Gorillas 5. Eight is the Maximum 6. Be a leader, not only a manager... 7. ...but also be the manager 8. Processes are annoying, but important 9. 1-min Reporting 10. 3 reps min. to test new market Summary
- 24. Moritz Klussmann Co-Founder & CEO