Lean Startup taught the world how to find product/market fit, but in the B2B world that isn’t enough. B2B founders must then find a way to build repeatable, scalable and profitable growth before they are ready to step on the accelerator and grow at high speed. David Skok, accompanied by several other speakers, breaks this journey down into 9 distinct stages and explains the playbook at each stage.
Warning: trying to force growth by skipping a step is the number one mistake entrepreneurs make, and it is often fatal.
The nine phase process at the heart of Zero to 100 covers the major mistakes that David made personally as an entrepreneur, and what he sees startups making daily in his work as a VC investor and board member. In David’s words: “I can’t tell you how much pain and expense those mistakes cost me personally. I am truly excited about the concepts that we cover, as I believe they have the chance to save you going through that pain and expense.”
The Zero to 100 event
Matrix Growth Academy – Zero to 100 was an educational event held in San Francisco, aimed at providing B2B Founders with a road-map for how to get from Zero to a repeatable, scalable and profitable growth process that would take them to $100m in revenue.
Please find below the primary videos for They have been broken down into smaller blocks to make them more easily digestible.
Prefer slides instead of video?
Should you wish to access the slides on SlideShare to skim through the material, links to those are listed below:
Founder Led Selling – Pete Kazanjy
- Founder Led Selling Intro
- Founder’s reactions to Sales – Optional Module
- Finding Product/Market Fit
- Finding a Scalable Sales Model
Repeatable, Scalable & Profitable Growth – David Skok
- Product/Market Fit
- Finding a Repeatable Growth Process – Part 1
- Finding a Repeatable Growth Process – Part 2
- Choosing a Go-to-Market Model
- Making your Growth Process Scalable & Profitable
- Fixing Broken Funnels
- The Product is your Salesperson – Shorten your Time to Wow!
Templates for Documenting your own Buyer’s Journey
If you are interested in documenting you own Buyer’s Journey and using from “Fixing Broken Funnels” above, and using the ideas for documenting Friction, Buyer’s Concerns, and Motivations at each step, you might find the following Google Sheets template helpful. On the first tab is a very generic buyer’s journey. On the second tab, you will see an illustration of how this changes for a real world situation, in this case a developer starts the buyer’s journey, but the actual purchase decision happens when the project that they are developing reaches the point where it is about to go into production, and the Ops or DevOps persona gets involved. So you see two buyer personae, and how they experience your sales and marketing process.
To use these templates, I recommend that you start by documenting your current marketing and sales process steps that you expect a buyer to go through. Then step back and take the buyer’s point of view and document their process, and think about how they are going to react as they reach each of your steps.
Building a Sales Team – Stephanie Schatz
- Intro to Stephanie and the team she build from zero to 100 at Xamarin
- Building a Sales Organization – Part 1
- Philosophy of how to sell
- Sales team structure in the early days
- Recruiting & Interviewing Sales people
- Building a Sales Organization – Part 2
- Onboarding your first sales hire
- Sales Enablement in the early days
- Sales Compensation
- Pipeline Management
- Business Planning
- Sales Enablement in the later phases
- Building a Sales Organization – Part 3
- How to Manage the Board
- Culture and Team Motivation
- The Scaling Phase
- Sales Team structure in the Scaling Phase
- Sales Operations
- Executive Recruiting
- Partner Sales
- How to Accelerate a Sales Team
- Nuggets of Wisdom
The SaaS Business Model & Metrics – David Skok
- Part 1 – The SaaS Business Model & Metrics
- The three components of Bookings in SaaS
- Funnel Metrics to drive Bookings
- Salesforce Metrics
- Aligning Sales and Marketing using MQLs
- Understanding Churn and how to get Negative Churn
- Part 2 – Unit Economics
- CAC & LTV
- The SaaS Cash Flow Trough
- The importance of Gross Margins
- Using Unit Economics to understand your Customer Segments
- Salesperson Unit Economics
- Collecting Cash upfront
- Summary of the Key Levers to drive a SaaS business
Putting Theory into Practice – Mark Gally
- Putting Theory into Practice – Part 1
- Zaius’s perfect SaaS Bookings Chart
- Diagnosing what went wrong before Mark took over
- Scaling Sales before they had a Repeatable Process
- Too few Design Partner Customers
- Had not found the killer single use-case
- How Mark finds a Repeatable Sales Process
- Identifying the best customer segment
- Identifying a use-case that has budget associated with it
- How Mark drove 150 customer conversations in 2 months
- What do you want to learn in those conversations:
- Who will pay?
- For what product?
- How much?
- Determine the right go-to-market (Enterprise, High Velocity, etc.)
- What do you want to learn in those conversations:
- Putting Theory into Practice – Part 2
- How Mark applied the Zero to 100 phased approach at Zaius
The Role of the CEO – David Skok
- The Role of the CEO
- Vision& Strategy
- Building a team / Executive Recruiting
- Prioritization and Focus
- Setting the accelerator pedal
- Operational management