Could you please share the best sales email template you’ve received?

    The best approaches I have seen lately use a CTA on the outreach not for a demo or even a discovery call but instead a next step that is branded for maximum value for the buyer. Often these CTAs are opportunities for the buyer to understand how their capabilities are comparing to their peers, such as a benchmarking exercise or assessment.

    In the early days of HubSpot we branded this first discussion an inbound marketing assessment where the buyer would share their demand generation goals, design, and performance and we would benchmark them against their peers with counsel on what has worked to improve them.

    There was no discussion about the product. It wasn’t labeled as a discovery call for the buyer, even though from a sales process perspective that is exactly what we were doing.

    This CTA approach is often more aligned with where the buyer is in their journey, attempting to frame the opportunity correctly first before learning about solutions. The approach also tees up the seller nicely for the next conversation, as it is clear to the buyer the value they will receive in exchange for honest answers they provide about their current performance and strategies.

    Give it a shot. Come up with a name for the discovery call that will be appealing to the buyer and make it the cornerstone of your CTA in the initial outreach.

    What are the worst mistakes in outreaching sales executives?

    The worst outreach was a sequence of three voice mails that were literally the exact same voice mail. The content is less important. The content was the standard here-is-what-we-do, etc.

    The issue was the voice mails were the exact same down to the word. I actually play the voice mails to my students at HBS and they always get a bunch of chuckles. I understand that it takes more time and is more complex to customize a cadence of voice mails than to simply pay someone to “smile and dial”.

    However, the math that illustrates whether this approach is cost effective does not account for the long-term brand degradation that occurs with the 99% of potential buyer that do not call you back.

    How to enable rapid revenue recovery for B2B Sales in a changed world?

    Imagine it is April 2021. As you look back on today, what will be your biggest business regret
    When asked about regrets in the 2001 and 2008 recessions, the response from sales leaders and founders is eerily consistent: Not driving a bolder, faster pivot. There is no universally correct go-to-market strategy. Instead, optimal go-to-market design depends on the outer context in which it resides.

    When the outer context shifts, rapid adaptation is necessary, starting with the organization’s Customer Value Proposition (CVP) and Ideal Customer Profile (ICP). This is not easy. Change is riddled with anxiety. However, past down economies abruptly re-wrote the economic landscape seemingly overnight, shifting advantage from one company to another. This is your opportunity to play offense, not defense.

    In order to maximize the accuracy of your pivot hypothesis, orchestrate a cross-functional meeting to understand the outer context shift and its implications for your business. Include leaders and front-line employees in this discussion. The former provide strategic guidance. The latter represents the most accurate voice of the customer.

    As you formulate your hypothesis, pretend you were just parachuted into your business as a new CEO. Given your product, staff, and business process expertise, how do you fit into the realities of the new economic landscape? This exercise will help detach you from sunk costs and now irrelevant investments that can clutter your judgement.

    For inspiration, here are some successful ICP and CVP pivot examples conducted by companies in our portfolio or run by our LPs:

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