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Fast Forward - Accelerating B2B Sales for Startups
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Things to do first
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1 Have a look at the underlying chapters for contextfastforwardbook.com
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2 Make a copy to edit this Google sheet
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3 Design your own process
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Go sell!
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Matthias Hilpert
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Template process1 Prospect2 Lead3 Qualified Lead4 Opportunity5 Customer6 Customer upsell
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Core processInputSegmentation criteria and ICP definedIndividual contact data acquiredInterest validatedBudget, decision-making unit identifiedOffer madeSolution successfully implemented
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ActivityCreating company lists, conducting desk research, attending eventsOutbound:
Emailing, calling, sending LinkedIn messages

Inbound: Contacts through webform, calls, emails, received business cards
Emailing, calling

Focused product demo
Demo & presentationConducting pilot/trial period

Negotiating operational contract
Retrieving references

Evangelizing

Resolving issues

Negotiating expansion
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OutputIndividual contact data acquiredInterest validated

Champion identified
Pain points well understood

Budget available

Decision-making unit identified

Decision timing understood
Decision criteria understood

Process & timeline defined

Offer made
Contract signedUpsell signed
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Time box1 day1-2 week1-2 week4 weeks3 weeks
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Entry points forOutbound listsInbound requestsRFPs & Tenders
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1 Prospect2 Lead3 Qualified Lead4 Opportunity5 Customer6 Customer upsell
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Seller's PerspectiveSeller ActivityCreating company lists, conducting desk research, attending eventsOutbound:
Emailing, calling, sending LinkedIn messages

Inbound: Contacts through webform, calls, emails, received business cards
Emailing, calling

Focused product demo
Demo & presentationConducting pilot/trial period

Negotiating operational contract
Retrieving references

Evangelizing

Resolving issues

Negotiating expansion
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Buyer's PerspectiveBuyer ActivityBecoming aware of and understanding own pain/challenge

Reaching out to potential solution providers
Researching options to address the pain

Considering existing and new providers
Evaluating different options based on information given by the providersTrialing product

Generating buy-in across buying team

Negotiating

Receiving references

Making decisions and complying with governance
Using product

Giving references

Evangelizing

Escalating issues

Rolling out the new solution internally

Negotiating expansion
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Buyer outputAwareness /understanding of own pain/challenge gainedDifferent options to relieve pain understoodDecision on best option to solve pain madeContract signedUpsell signed
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Qualification frameworks1 Prospect2 Lead3 Qualified Lead4 Opportunity5 Customer6 Customer upsell
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OutputIndividual contact data acquiredInterest validated

Champion identified
Pain points well understood

Budget available

Decision-making unit identified

Decision timing understood
Decision criteria understood

Process & timeline defined

Offer made
Contract signedUpsell signed
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MEDDICIdentify pain
Metric
Champion
Economic buyer
Decision criteria
Decision process
Competition
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PUCCKAPain
Unique Selling Proposition
Champion
Compelling eventKey players
Aligned Purchasing Process
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GPCTBA/C&IGoals
Plans
Challenges
Budget
Authority
TimelineConsequences
Implications
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1 Prospect2 Lead3 Qualified Lead4 Opportunity5 Customer6 Customer upsell
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Customer InteractionActivityCreating company lists, conducting desk research, attending eventsOutbound:
Emailing, calling, sending LinkedIn messages

Inbound: Contacts through webform, calls, emails, received business cards
Emailing, calling

Focused product demo
Demo & presentationConducting pilot/trial period

Negotiating operational contract
Retrieving references

Evangelizing

Resolving issues

Negotiating expansion
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Conversation partnersChampionChampion

End-user

Economic Buyer
Champion

End-user

Economic Buyer

Purchasing/Sourcing

Legal

IT/Security
Champion

End-user

Economic Buyer

Purchasing/Sourcing

Legal

IT/Security
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MaterialConcise email template

Easily accessible website with references

1-5 page presentation
15-minute product demo (to Champion)

10-20 page presentation
30-minute product demo (incl. to broader buying team)

Your offer (including pricing, terms and conditions)

Project plan on how to get to signing the contract

Cost-benefit analysis using the customer’s actual data

Comparison data vs. your competition or the customer’s current solution

Project plan on how to get to signing the contract
Contract draft including Terms and Conditions (T&Cs)

Questionnaires

IT/Security Certifications

References
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MessagingPersonalisation

Familiar terms to describe pain & solution

References
Familiar terms to describe pain & solution

References

Top 3 features/WOW factors

Quantification of pain & solution
Familiar terms to describe pain & solution

References

Focus on needs of audience/different players in the decision making unit
Objection handling
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Customer contactsResearch to validate & personalise for prospect (10min)11
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Emails/LinkedIn messages to contacts within prospect (1min)3
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Call attempts (1min)3
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Call to intro & schedule discovery (10min)1
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Discovery call (30min)1
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Deep dive call (60min)222
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On-site Meetings (120min)11
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