Accelerating B2B Sales through inhouse developed software and outsourced sales development.

1. © Xiaa Digital
Accelerating B2B sales
in EMEA
Jason Phelps
28th April 2020

2. © Xiaa Digital
Accelerating B2B Sales
Xiaa Digital provides proven solutions
across the end to end sales process:
Value Proposition and Tactical selling
(ABM)
Lead Generation campaigning
Account Planning and Solution Selling
training
Sales Performance Measurement and
CRM customisation and automation
Sales Structure, Resourcing and
Outsourced sales services
Focused on helping Technology and
Service Companies to accelerate sales
to B2B customers.
About Us
Solutions to win in B2B
Xiaa Digital

3. © Xiaa Digital
Recognize these problems?
Too Few Leads
Not able to
generate enough
qualified business
leads for my sales
team
Losing Important
pitches
Selling features
with little or no
solution selling,
account planning
and winning value
proposition skills
Can’t predict
sales
Difficulty in
tracking
opportunities
across the sales
cycle and
measuring sales
performance
CRM Process is
a mess
CRM system is not
customised to my
business, not
consistently used
by the team
Need additional
sales resources
Quickly need to
follow up with
generation and
qualification,
account
management

4. © Xiaa Digital
Xiaa Digital - Accelerating B2B sales
• In-house developed
• Fast generation of
qualified sales leads:
• Help profile personas
and target audience
• Build email templates
and lists
• Fully automate with
campaign and reporting
Click here
• Account Planning and
Solution Selling,
processes and bespoke
training:
• Account Assessment
• Customised Value
Propositions
• Opportunity Mapping
• Engagement Plan
• Sales performance
measurement and
management, predict
future sales:
• Measuring opportunities
across sales cycle
• Weekly Sales Reporting
(PDCA – Plan, Do, Check,
Act)
• Customisation of CRM
system, automation
• Sales structure, KPIs and
incentives.
• Outsource / White Label
sales resources:
• Inside Sales (Leads)
• Tech Pre-sales
• Account Management
• Leadership & mentoring
• Tactical Sales (ABM)
Click here Click here Click here

5. © Xiaa Digital
Jason
Phelps,
Managing
Director
Jason is the Founder of
the Xiaa Digital business and leads
the X-mail and X-Sales practices.
He has delivered positive
outcomes for a number of partner
clients such as Singlepoint, Devo,
Sumo Logic and Moogsoft.
Prior to setting up Xiaa Digital, he
was EMEA Regional Sales Director
for Riverbed (OPNET Technologies)
and built the UKMEA team for
Splunk the leading Big Data
Company.
Simon has recently joined Xiaa
Digital to run the X-Plan and X-
Score practices, having delivered
Strategic Selling programs for
start-up Technology companies in
Big Data, Renewable Energy, Real
Estate IOT, Digital Convenience
Retail.
Prior to this, he held senior Global
and EMEA Sales roles in a major
BPO, Sutherland Global Services
and a Big Data and SaaS company,
Symphony RetailAI and as well
as senior Marketing roles in Kraft
Heinz, Unilever and PepsiCo.
Steve is the co-founder of the Xiaa
Digital business, leading X-mail
product development and X-
Score CRM customisation
and automation.
Prior to joining Xiaa Digital, he was
Head of Technical Services for
Riverbed (OPNET) including
Consulting and Presales, and he
has worked on major software
project deliveries for Barclays and
UOB.
Team
Steve
Wombell
Technical
Director
Simon
Massey
Principal
Consultant

6. 28/02/2020
Contact Jason on:
07980699263
jason@xiaa.co.uk
Thank You

8. © Xiaa Digital
Xiaa Software solution developed for B2B
sales and marketing, using targeted profiles
from LinkedIn and business contacts.
• Limited time and resource
• How do you identify and access potential clients?
• How does the Sales Team break down doors,
• Online tools (usually US focused)
• Industry Events are very expensive and random.
• Data bases are expensive, age quickly
• How do you raise your profile and get activity
going quickly?
• Hiring Inside Sales won’t be a quick fix and is
expensive.
Challenges addressed

9. © Xiaa Digital
Process
Define the profile of
target Companies and
personas
LinkedIn Sales
Navigator for search
Gather Business
emails and domains,
telephone numbers
Prepare effective
email templates and
chasers
Start Campaign
up to 100 emails per
day
Track opens, clicks,
and website landing
pages
Deliver well qualified
leads to your inbox
Follow up with a call
campaign
Measure response
rates and tweak.

10. © Xiaa Digital
• We have regularly achieved consistent 3% response rates across
our clients
• Through a softly softly approach we are gaining access to key
decision makers
• Sales team is more productive
• We have seen an increase in sales and revenue
• Reduced selling time
• Speed to market for new products
• Keeping up with existing clients more consistently
Benefits

11. © Xiaa Digital
Case Study
The result
The Proptech leader in
Movement Intelligence
Needed to build pipeline of
new business
Reach new partners and
potential clients
Defined their Target from an
Industry forum Biznow
Identified 300 target
personas within 150
Companies
Looked up LinkedIn Profiles
and business email
addresses
Came up with snappy email
introduction
Sent out 450 emails
including chasers
Immediate positive
responses on first day 8
meetings booked
Follow on with 22 prospects
18 direct meetings with The
Property business.
6 Hot ongoing opportunities
The client The solution

13. © Xiaa Digital
Assessment
Profile, strategy,
organization,
competition.
Value Proposition
Value drivers, benefits,
points of difference,
why now.
Opportunity Map
Mapping the different
opportunities within an
account.
Engage
Developing specific
engagement (close)
plans for best
opportunities
Account Planning and Winning Value
Propositions, customised to your business
and delivered to your sales team in a 2
days interactive workshop, plus tools and
templates
Solution Selling

14. © Xiaa Digital
Programme tailored for your
business
• 2 days interactive workshop
with case studies, group
working and present back on
individual account plans
• Tools and templates provided
Win new business with new
customers
• More proactive new business
generation, improving win rate
Grow business with existing
customers
• Better understanding of needs,
opportunities, with who & how
to engage
Solution Selling

15. © Xiaa Digital
Better Account planning and Value selling
The results
This Technology company in
Big Data Customer Analytics
and SaaS with Headquarters in
the UK was participating in
many RFPs, but was struggling
to win new Retail business,
due to poor account planning,
weak value propositions,
under-estimating competitors
and inconsistent engagement
across the prospective client
organisations.
An account planning process
was designed for this business,
using a current client as a
deep-dive case study.
A 2 days interactive workshop
was delivered to sales teams in
US, Europe and Asia.
Teams were taught the
methodology, applied the
learnings in work groups to
their clients and presented
back in the workshop on their
account plans and value
propositions for feed-back and
critique.
Easy to use Templates and
Tools were provided.
Over 40 sales personnel were
trained.
Methodology was adopted
across the company with
quarterly account plan reviews
for both current and
prospective clients:
Account assessment
Account Value Proposition
Opportunity Map
Engagement Plan
Win ratio in Pitches / RFPs
improved from 1 in 5 to 1 in 3.
Sales grew +50% CAGR over
next 4 years from $12 to $60
million
The challenge The solution
Case Study: Technology Company in Big Data Customer Analytics and SaaS Technology

17. © Xiaa Digital
Measure
Measuring
opportunities across
the sales cycle
Reporting
Weekly Sales
Reporting, predict
future sales
Automated CRM
CRM System
customised to your
business with
automated reportingHow to measure and report sales across
the end to end sales cycle, predict future
sales and automate through your CRM
system

18. © Xiaa Digital
Measure Opportunities across the sales cycle
Sales opportunities defined by stage in the pipeline
Target Suspect Prospect Proposed Selected Contracted Sold
Plan to contact
in next 90 days
2% (1 out of 50)
From Lead, call set up,
need identified,
Suspect Qualified
10% (1 out of 10)
Meet decision-maker,
opportunity identified,
engagement plan agreed
20% (2 out of 10)
Proposal developed
and presented to
decision-makers
33% (3 out of 10)
Confirmed selection
by decision-maker
75% (3 out of 4)
Move to legal
contract
90% (9 out of 10)
Signed agreement
100% (10 out of 10)
Stage Criteria customised to your sales cycle

19. © Xiaa Digital
Sales Reporting
Weekly or Bi-weekly sales reporting, predicting future sales
Opportunity Name Stage Close Date Fiscal PeriodAmount Probability (%) Risk adj
Contract
Length
Months Close Date Revenue Date Next Step
ANCHOR HANOVER - S WEST ELECTRICAL DOMESTIC Sold Q2-2019 £500,000.00 100% 500,000£ 36 07/07/2019 01/09/2019 Start delivery of programme for first week of Sept
BCC - NEW KITCHENS & BATHROOMS Contracted Q3-2019 £450,000.00 90% 405,000£ 36 07/10/2019 01/11/2019 Sign agreement with Head of Procurement by 7 Oct
RIVERSIDE CARE - RENEWABLES SERVICING Selected Q3-2019 £2,000.00 75% 1,500£ 24 14/10/2019 14/11/2019 Agree SLAs and move to contract with Admin Manager
PENDERICK ACADEMY - NEW GAS BOILER Proposed Q3-2019 £90,000.00 33% 29,700£ 2 01/11/2019 01/12/2019 Follow up on Proposal with School Facilities Manager next week
GCC - LEGIONALLA TESTING Prospect Q4-2019 £30,000.00 20% 6,000£ 12 01/02/2020 01/03/2020 Proposal Meeting with Services Manager on 28 Oct
CCC - FIRE SAFETY TESTING Suspect Q4-2019 £20,000.00 10% 2,000£ 12 01/03/2020 14/03/2020 Understand testing requirements, call on Oct 14
OPTIVO - FIRE ALARM TESTING Target Q1-2020 £75,000.00 2% 1,500£ 24 01/05/2020 01/06/2020 Prepare to send email, soliciting interest week of Oct 7
Opportunity Name
ANCHOR HANOVER - S WEST ELECTRICAL DOMESTIC
BCC - NEW KITCHENS & BATHROOMS
RIVERSIDE CARE - RENEWABLES SERVICING
PENDERICK ACADEMY - NEW GAS BOILER
GCC - LEGIONALLA TESTING
CCC - FIRE SAFETY TESTING
OPTIVO - FIRE ALARM TESTING
Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
13,889£ 13,889£ 13,889£ 13,889£ 13,889£ 13,889£ 13,889£ 13,889£ 13,889£ 13,889£ 13,889£ 13,889£
11,250£ 11,250£ 11,250£ 11,250£ 11,250£ 11,250£ 11,250£ 11,250£ 11,250£ 11,250£
63£ 63£ 63£ 63£ 63£ 63£ 63£ 63£ 63£ 63£
14,850£ 14,850£
500£ 500£ 500£ 500£ 500£ 500£
167£ 167£ 167£ 167£ 167£ 167£
63£ 63£ 63£
Predict future sales by month, by risk adjusting opportunities

20. © Xiaa Digital
CRM Automation – Salesforce example
Moving sales opportunities reporting to fully automated CRM

21. © Xiaa Digital
CRM Automation – Hubspot example
Moving sales opportunities reporting to fully automated CRM

23. © Xiaa Digital
Managed outsourced sales and Pre-sales
resources
Hiring field sales reps and or ISRs is extremely expensive
with no guarantees of performance
£100K basic plus double it OTE for Senior field sales
£35K basic plus £15K (£55K OTE) for ISR/SDR
Flying over employees in the current crisis is now not an
option.
Picking the wrong Distributor or Resellers, who don’t have
the necessary skilled people across the region.
Control of Employees is difficult when you are over 3000
miles away on a different time-zone.
HR employment law across EU and UK is starkly different
from the US.
Accounting and Tax laws can catch you out. If you have a
local office, you need to be billing VAT locally.
Churn of staff can be high
Sales cycles have become more drawn out and can take 6-12
months before you see any return.
Challenges for Companies in Europe

24. © Xiaa Digital
• We have managed high performing Sales and Presales for many companies
• We will work on a performance related basis
• Focused and motivated to succeed
• Hiring – We are working with a world class Software Recruiter
• Lead Generation
• In House developed software solution at their disposal
• Innovative ways for reaching your clients
• Proactive and reactive
• Training and onboarding – Qualified trainers
• Solution selling and Account planning
• On the job experience before you hire them
• Weed out the non-performers
Huge cost savings and quicker to speed to revenue targets
Benefits

25. © Xiaa Digital
The results
• Leading Big Data Company
growing at 50% annually
• Find and hire a world class
team
• Doubling target every year
• Highly competitive market
with mature market
competition
• Different market use cases
• Technical sale
• High expectations from US
masters
• Not easy to articulate the
technical value proposition
Focused on:
• Understand the business
strategy and objectives
• Align the goals with how
this can be delivered
• Understanding technology
and use cases
• Hiring the right people with
experience and drive.
• Manage leads and follow up
• Split roles and
responsibilities
• Achievable annual and
quarterly targets
• Regular one to one sessions
• Training and support from
whole business
• Consistently achieved
quarterly and annually
targets. (7 quarters in a row)
• Hired mature sales team of
15 Field Sales and 6 ISRs
• Grew business from $3.4M
to $31.4M over 4 years
• Structured onboarding
process
• Every sales person hired
was there for a minimum of
4 years
• Culture
• Rewarded top performers
appropriately
• Always managed the
account allocation to allow
for new hire success
The challenge The solution
Case Study: Leading Big Data Technology Company