Sam Jacobs

So they redesigned their onboarding program to align towards that high-value action, which was getting somebody to build a dashboard, as opposed to getting them to just enter the data into Salesforce.

So again, map your customer journey, identify the high-value actions and activities, and then make sure that you're driving your onboarding experience towards activities that you understand are differentiators for your product, and that will lead to high engagement post-onboarding, which would be the period from really 30 days into the customer journey all the way up to the first renewal.

All right, almost done.

Last thing I will tell you is if you are an outbound-driven or a human-driven sales and marketing engine and you want to think about how do I make more money, how do I lower my customer acquisition cost?

Sorry.

This doesn't work.

All right, so the point is next year we'll do it better with black font.

Here's how you do it.

You just understand, raise your hand if you know what the calendar test is.

Okay, so the calendar test is before you hire any new reps, open up the calendars of your existing account executives and figure out how many meetings are they having with external parties every day or week.

And the answer is if they're having fewer than 15, and it doesn't have to be net new meetings.

But if you imagine that to do a really good job, you're using some kind of tool to do meeting transcription and follow-up action items like Ebsta or Otter or something like that, you can probably have about three good, high-quality meetings with external parties every single day.

That's about 15 a week.

So if your reps don't have 15 meetings a week, then what that means is one of the ways that you can drive improved efficiency is by reducing the number of reps.

I'm sorry to be callous like that.

But the point is, great companies are routing more resources, meaning their best leads, to high-performing reps.

And what you'll realize when you do the math is that you can actually generate more money because there's a compounding effect from routing more leads to fewer reps.

The first is improved win rate.

So if you have a rep that has a 10% win rate and a rep that has a 15% win rate, obviously that's

Every time you send a $10,000 average deal size, you're losing 500 bucks every time you send it to the lower performing rep.