Latest / Cyber Go-To-Market Talk: The Cybersecurity Podcast About Cyber Sales, Marketing & Revenue Growth / 126: Pipeline generation tips #6 with Theo Nasser, CEO and Co-Founder of Right-Hand Cybersecurity

Transcript

126: Pipeline generation tips #6 with Theo Nasser, CEO and Co-Founder of Right-Hand Cybersecurity · Cyber Go-To-Market Talk: The Cybersecurity Podcast About Cyber Sales, Marketing & Revenue Growth

• 0:42
  SPEAKER_01: Welcome to the Sales Bluebird Podcast, which exists because at cybersecurity startups it's hard to get go-to-market fit, grow revenue, and scale the sales team.
• 0:51
  SPEAKER_01: Sales Bluebird provides tips, tricks, experiences, examples, inspiration, and ideas from people who've been doing this for many years and at many companies.
• 1:02
  SPEAKER_01: I am your host, Andrew Monahan, and this episode is part of a series of podcast episodes on pipeline generation.
• 1:10
  SPEAKER_01: It will be no surprise to listeners that the number one challenge right now for sellers in cybersecurity is generating pipeline.
• 1:18
  SPEAKER_01: And in these episodes, there will be sales leaders, individual contributors, demand generation practitioners, and experts whose business is all about generating pipeline.
• 1:29
  SPEAKER_01: We want you to have fresh ideas, approaches, and tips that you can use to transform your pipeline either as a sales leader or as an individual contributor.
• 1:40
  SPEAKER_01: The contributor this week to the pipeline generation episode is Theo Nasser, who is the CEO at Right Hand Cybersecurity.
• 1:49
  SPEAKER_01: If you've ever been through the awful cybersecurity awareness training modules, click-through modules you have to go through at any sort of company these days, you'll know the desperate need for someone to come along and revolutionize how security awareness training occurs.
• 2:07
  SPEAKER_01: And that's what Theo is doing as right-hand cyber.
• 2:10
  SPEAKER_01: So Theo's got a background in sales, so he's got some hands-on experience of pipeline generation for himself, but also obviously in the early days of right-hand, he will have done a bunch of the outreach himself as they were building the product and building the first few customers.
• 2:25
  SPEAKER_01: And what he's done in these tips is actually thought of a strategic approach to building a pipeline generation engine.
• 2:33
  SPEAKER_00: My tips to generate pipeline for a sales leader would be to focus on the people, the process, and the technology of their sales program.
• 2:42
  SPEAKER_00: And what I mean by that, if you start with process, understand and define exactly what your sales process would look like.
• 2:50
  SPEAKER_00: Work backwards from your goal, whether that's a quota that you need to achieve, and figure out how do you want to structure your team?
• 2:56
  SPEAKER_00: Define: are you gonna have a SDR model that focuses on the top of the funnel with an account executive that then drives the rest of the sales cycle?
• 3:05
  SPEAKER_00: Or are you gonna have kind of an inside sales, outside sales model focusing on different customer sizes?
• 3:11
  SPEAKER_00: But essentially establish your process.
• 3:13
  SPEAKER_00: How are you gonna compensate and incentivize these people?
• 3:16
  SPEAKER_00: How is your compensation plan incentivizing the right behaviors that you want to drive at your company?
• 3:21
  SPEAKER_00: You know, establish pipeline attribution so you can understand where your pipeline's coming from.
• 3:27
  SPEAKER_00: You can measure it, you identify what works and then double down on that.
• 3:30
  SPEAKER_00: Identify what doesn't work and stop doing that.
• 3:34
  SPEAKER_00: So the process is always the first piece.
• 3:36
  SPEAKER_00: That's my tip.
• 3:36
  SPEAKER_00: Focus on your process.
• 3:37
  SPEAKER_00: Once you've established your process, then you move to people.
• 3:40
  SPEAKER_00: Identify the right people to fill those roles within those processes.
• 3:44
  SPEAKER_00: So if you, you know, if you've established what your sales model looks like, identify the right people to fill those gaps.
• 3:51
  SPEAKER_00: And once you've defined those right people for your sales process that you want to implement, then you need to start looking at how do I empower and arm those folks to execute?
• 4:01
  SPEAKER_00: You know, what database tool do I want to use to establish the contact information, whether it's phone numbers, email addresses of the people that you want to reach within your ICP?
• 4:11
  SPEAKER_00: How are you going to then manage all of that, all of those workflows?
• 4:15
  SPEAKER_00: What automation tools are you gonna use?
• 4:16
  SPEAKER_00: What are you gonna use for outreach?
• 4:18
  SPEAKER_00: How can you automate some things while personalizing others, right?
• 4:22
  SPEAKER_00: To make your message sound personalized, but also scaling so you can achieve a layer of volume in your outreach as well.
• 4:29
  SPEAKER_00: How are you gonna capture all this information with reports and your CRM to manage your deal flows to understand how long your sales cycles are?
• 4:36
  SPEAKER_00: So you can actually look into the analytics of what's working.
• 4:41
  SPEAKER_00: And then throughout the process, as you establish your process, you identify the right people and then you pull in the right resources, the right sales tech stack to arm those people.
• 4:53
  SPEAKER_00: Make sure you you set up the functionality to learn about how it's going and adapt.
• 4:57
  SPEAKER_00: And if you continue to iterate on that sales process and you always believe that your sales playbook is under construction, you always fundamentally believe that there's ways that you can improve it, whether it's through other sales leaders that you talk to or just feedback from your reps.
• 5:13
  SPEAKER_00: If you always have that mindset, I think you should find a way to find some success in generating and building your pipeline.
• 5:20
  SPEAKER_01: If you enjoyed this episode, please share it with at least one other person and also hit subscribe in your podcast player.
• 5:29
  SPEAKER_01: If you know someone that you want to hear from on this series of episodes on pipeline generation, let me know, please.
• 5:36
  SPEAKER_01: Email me at andrew at unstoppable dot do.
• 5:41
  SPEAKER_01: That's DO at the end.
• 5:45
  SPEAKER_01: Or you can text me directly on three oh three nine five six zero zero two four four four four four four