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Fast Forward - Accelerating B2B Sales for Startups
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0. Things to do first
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1 Have a look at the underlying chapter for contextfastforwardbook.com
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2 Make a copy to edit this Google sheet
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3 Fill in your own assumptions/data in the amber cells
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4 Check results below
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Go sell!
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Matthias Hilpert
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1 Prospect2 Lead3 Qualified Lead4 Opportunity5 Customer6 Customer upsell
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InputIdeal customer profiles
Segmentation criteria		Name, Job title, Email, Phone number, LinkedIn profileInterestBudget, decision makerProposalContract signed
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ActivityCompany lists, Deskresearch, EventsOutbound Email, Call, LinkedIn message
Inbound Webform, Calls, Emails, Business cards		Emails, CallsDemo & PresentationPilot/Trial & NegotiationUpsell negotiation
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OutputName, Job title, Email, Phone number, LinkedIn profileInterestBudget, decision makerDecision process & timing, ProposalContract signedUpsell signed
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Entry pointsfor Outbound listsfor Inbound requestsfor RFPs & Tenders
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1. Activity for one won customerminutes / activityTotal
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Research to understand prospect1011
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Emails/LinkedIn messages to contacts within prospect13
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Tried calls to contacts132
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Calls to introduce & schedule 1022
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Video calls to present company & solution60222
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On-site Meetings to present solution24011
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Total minutes required103622120360360908
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2. Funnel to reach one customerTotal
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Input contacts20016016521
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Conversion rate80.00%10.00%30.00%40.00%50.00%100.00%
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Progressing Leads/Opportunities160165211
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Parked contacts1441131
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Total minutes required20005760352576691.2345.6
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FTEs (Full Time Equivalents) required 0.0
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3. Cost calculationTotal
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SDR/AE on target earnings per annum (basic + commission) $ 50,000.00
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 $ 868 $ 2,500 $ 153 $ 250 $ 300 $ 150 $ 4,221
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21%59%4%6%7%4%100.00%
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cost / min $ 0.43
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cost / hour $ 26.04
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cost / day $ 208.33
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4. Payback calculation
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CAC (Customer Acquisition Cost) - direct sales only $ 4,221
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Committed contract time in months12
minimum 12, ideally 24 or 26 months
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Desired payback time in months4
minimum 3/4 of committed contract time, ideally 1/4
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Minimum required ARR (Annual Recurring Revenue) $ 12,662.50
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CLV (Customer Lifetime Value) $ 12,662.50
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CLV / CAC3
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5. Results
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Total cost to acquire one customer $ 4,221
marketing, overhead, tools etc. should be added
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Total time to acquire one customer in h15
15h represents a 10-100K ARPA product that is familiar to the buyer organisation, has a budget allocated and there is no formal RFP process
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Total FTEs to acquire one customer per month0.0
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Minimum required ARR $ 12,662.50
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CLV customer lifetime value $ 12,662.50
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CLV / CAC3minimum above 3
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