BoSUSA23 | Kyle Bazzy & Derik Sutton | Rethinking Sales From the Demand Side at Autobooks

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In this series of sessions at BoS Conference USA 2023 we’ll deep dive into how Autobooks retooled their business and ask the question, “What Happens if Product, Sales & Marketing Work Together?” https://businessofsoftware.org/events/business-of-software-conference-usa-2023/autobooks-case-study/

Ventes

Can sales and
marketing speak
the same language?

Logos don’t match
“Award Winning”
“Want one of our flyers?”
Conference “swag”
*FREEZE FRAME*
Yup, that’s me, Kyle
Bazzy, new VP of
Sales for Autobooks.
You may be
wondering how I
ended up in this
situation.

Life before Demand Side Sales (Old Way)
4
MQL
SQL
Demo
Lead
MQL
SQL
Demo
Proposal
Closed
(Won/Lost)
“I’m not working
these leads.
They are trash.”
“We’ve given you
tons of leads, you
just can’t close.”

Life Before Demand Side Sales (Old Way)
5
MQL
SQL
Demo
M A R K E T I N G S A L E S
Nonsense
Goobley
goo

Life After Demand Side Sales (New Way)
6
MQL
SQL
Demo

Marketing Sales
Life After Demand Side Sales (New Way)
7
Customer Customer

Establishing alignment with Demand Side Sales
(company systems align to customer progress)

12
VS
“candy marketing” “trail mix marketing”

14
Old way
FULL FEATURE DEMO
90%
INTRO
10%
New way
ALIGNING TO FI JOB
90%
HIGHLIGHT
REEL DEMO
10%
Demo #1

15
Marketers
should spend
time presenting
to customers
• Prototype messaging
• Receive real-time feedback
• Learn how customers buy

First Thought & Passive Looking Outcomes
16
Sales and
marketing have
common ground
Scaling customer conversations into growth
“Trail mix
marketing”

20
FULL FEATURE DEMO
90%
SPEAKING
TO FI JOB
10%
100%
ALIGNMENT WITH
ALL PARTIES
Demo #2

22
Old way New way
In sales, the definition of making a tradeoff is about choosing
the best way to make progress as opposed to compromising.

26
Sales alignment across org based
upon customer progress

27
Active Looking & Deciding Outcomes
Never requested
a single feature
from product
customer
growth
10x

29
Old way New way
One to one
account
management
specialized by
partner channel
Growth teams
aligned to
customer
progress post
product launch

30
FIs that attend outperform
non-attends 3X
Common growth tactics
scale across customer types
Smaller team able to grow
revenue and meet goal
Ongoing Use Outcomes

31
The progress Autobooks
has made with
Demand Side Sales

32
Are you marketing and selling
the way your CRM wants you
to market and sell?
Are you helping your
customer make progress?

Let’s connect:
Thank You!
33
in/deriksutton
In/kylebazzy

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BoSUSA23 | Kyle Bazzy & Derik Sutton | Rethinking Sales From the Demand Side at Autobooks

1. Can sales and marketing speak the same language?

2. Logos don’t match “Award Winning” “Want one of our flyers?” Conference “swag” *FREEZE FRAME* Yup, that’s me, Kyle Bazzy, new VP of Sales for Autobooks. You may be wondering how I ended up in this situation.

4. Life before Demand Side Sales (Old Way) 4 MQL SQL Demo Lead MQL SQL Demo Proposal Closed (Won/Lost) “I’m not working these leads. They are trash.” “We’ve given you tons of leads, you just can’t close.”

5. Life Before Demand Side Sales (Old Way) 5 MQL SQL Demo M A R K E T I N G S A L E S Nonsense Goobley goo

6. Life After Demand Side Sales (New Way) 6 MQL SQL Demo

7. Marketing Sales Life After Demand Side Sales (New Way) 7 Customer Customer

8. Establishing alignment with Demand Side Sales (company systems align to customer progress)

9. 9

10. 10 Old way New way

11. 11

12. 12 VS “candy marketing” “trail mix marketing”

13. 13

14. 14 Old way FULL FEATURE DEMO 90% INTRO 10% New way ALIGNING TO FI JOB 90% HIGHLIGHT REEL DEMO 10% Demo #1

15. 15 Marketers should spend time presenting to customers • Prototype messaging • Receive real-time feedback • Learn how customers buy

16. First Thought & Passive Looking Outcomes 16 Sales and marketing have common ground Scaling customer conversations into growth “Trail mix marketing”

17. 17

18. 18 Old way New way

19. 19 “Decks have legs”

20. 20 FULL FEATURE DEMO 90% SPEAKING TO FI JOB 10% 100% ALIGNMENT WITH ALL PARTIES Demo #2

21. 21

22. 22 Old way New way In sales, the definition of making a tradeoff is about choosing the best way to make progress as opposed to compromising.

23. 23

24. 24

25. 25 Old way New way

26. 26 Sales alignment across org based upon customer progress

27. 27 Active Looking & Deciding Outcomes Never requested a single feature from product customer growth 10x

28. 28

29. 29 Old way New way One to one account management specialized by partner channel Growth teams aligned to customer progress post product launch

30. 30 FIs that attend outperform non-attends 3X Common growth tactics scale across customer types Smaller team able to grow revenue and meet goal Ongoing Use Outcomes

31. 31 The progress Autobooks has made with Demand Side Sales

32. 32 Are you marketing and selling the way your CRM wants you to market and sell? Are you helping your customer make progress?

33. Let’s connect: Thank You! 33 in/deriksutton In/kylebazzy

BoSUSA23 | Kyle Bazzy & Derik Sutton | Rethinking Sales From the Demand Side at Autobooks

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BoSUSA23 | Kyle Bazzy & Derik Sutton | Rethinking Sales From the Demand Side at Autobooks