Latest / Cyber Go-To-Market Talk: The Cybersecurity Podcast About Cyber Sales, Marketing & Revenue Growth / The Road to $10 Million ARR: Cyber Donut’s 2025 Sales and Marketing Playbook

Transcript

The Road to $10 Million ARR: Cyber Donut’s 2025 Sales and Marketing Playbook · Cyber Go-To-Market Talk: The Cybersecurity Podcast About Cyber Sales, Marketing & Revenue Growth

• 0:32
  SPEAKER_00: Cyberdonut finished off 2024 really strong.
• 0:37
  SPEAKER_00: So in this episode, what we're going to do is review what happened in Q4.
• 0:41
  SPEAKER_00: What numbers did they end up with?
• 0:43
  SPEAKER_00: Why did they finish so strong?
• 0:45
  SPEAKER_00: And then we're going to talk about 2025.
• 0:47
  SPEAKER_00: Is Cyber Donut set up for success in 2025?
• 0:51
  SPEAKER_00: What has to happen on the sales side to get improvement and added capacity so they have a chance of getting to that$10 million in ARR?
• 1:00
  SPEAKER_00: Let's listen in and find out.
• 1:11
  SPEAKER_00: So if you've been following along with the success or lack of success of Cyberdonut, you will know you can go to cyberdonut.com and see where we are with numbers.
• 1:24
  SPEAKER_00: And that's c ybr donut do-n-ut-t.com.
• 1:30
  SPEAKER_00: So cyber without an E is the uh is the URL right there.
• 1:34
  SPEAKER_00: So if you go there, you'll see all the numbers I'm about to talk about.
• 1:37
  SPEAKER_00: It goes all the way through from quarter by quarter ARR, growth numbers, new ARR, renewal rates, total customers, ASPs, pipeline, qualified pipe, conversion rates, headcount, the whole lot.
• 1:49
  SPEAKER_00: And you can see how CyberDonut is progressing as we keep trying to get advice from the outside from our advisors, but also as we make changes in how our go-to-market functions.
• 2:00
  SPEAKER_00: So let's look quickly at 2024.
• 2:03
  SPEAKER_00: We actually finished off the year with$2.8 million in ARR, which was huge, right?
• 2:09
  SPEAKER_00: That was a big step up.
• 2:11
  SPEAKER_00: When you imagine in Q4 2023, the number we ended up with was 150K.
• 2:18
  SPEAKER_00: So you know, growth from 150K up to 2.87 million is what we have on the numbers on the website.
• 2:25
  SPEAKER_00: So a huge increase, obviously.
• 2:27
  SPEAKER_00: I don't know what percentage it is, but it's huge.
• 2:29
  SPEAKER_00: No, they're small numbers we started with, right?
• 2:31
  SPEAKER_00: So it's natural that we're gonna hopefully progress pretty quickly once we got some momentum going.
• 2:37
  SPEAKER_00: But you know, to give you an idea, in Q1 of last year, we did half a million in ARR.
• 2:41
  SPEAKER_00: Q2, it crept up to just under 900K.
• 2:45
  SPEAKER_00: Um, in Q3, we broke a million.
• 2:47
  SPEAKER_00: We got to 1.2.
• 2:49
  SPEAKER_00: And you know, if you remember, we were struggling along a little bit, right?
• 2:51
  SPEAKER_00: We're trying to find our feet, we're looking at changes in leadership, we're wondering if we need to rebrand the company, we're looking at advice on uh demand gen side.
• 2:59
  SPEAKER_00: We had uh some input on hiring.
• 3:01
  SPEAKER_00: And the way things ended up uh in Q4 is in Q4 alone, we actually booked 1.5 million in ARR.
• 3:11
  SPEAKER_00: So we've ended up the year uh with 2.87.
• 3:14
  SPEAKER_00: So that was uh that's a big step up, right?
• 3:17
  SPEAKER_00: Good progress from the team and some some good highlights.
• 3:20
  SPEAKER_00: What also happened as well was that uh we started to get the first renewals coming through from the previous year.
• 3:26
  SPEAKER_00: And again, we you know, we only won three customers in 2023 in Q423, but uh according to the numbers, all three renewed, and our net renewal rate was 126%.
• 3:38
  SPEAKER_00: So we were renewing at a higher amount than we did the did before.
• 3:41
  SPEAKER_00: So they were adding more seats, or we were able to get some price increases because there was nothing baked in in the renewal given there were the first few customers.
• 3:48
  SPEAKER_00: So that was all good, and we added 15 new customers in Q4.
• 3:53
  SPEAKER_00: Actually, no, we added 28 new customers in Q4, up from 15 in Q3.
• 3:58
  SPEAKER_00: So we doubled the number of customers, and then the net new, the ASP on the net new business was 113K.
• 4:06
  SPEAKER_00: So the first time ever, we broke the 100K in ASP.
• 4:10
  SPEAKER_00: So these are all good signs that we're starting to turn the corner with Cyber Donut.
• 4:17
  SPEAKER_00: And we did this with reasonably conservative headcount numbers.
• 4:21
  SPEAKER_00: Uh we added just two new heads in Q4.
• 4:25
  SPEAKER_00: We had a marketing leader came in because we felt like you know, if we really got to get the demand gen going and the branding and the positioning of the company, things like that.
• 4:31
  SPEAKER_00: So we brought in a marketing leader.
• 4:33
  SPEAKER_00: And the other addition was on the customer success site because we're adding in all those customers, right?
• 4:38
  SPEAKER_00: So we've got two P two CSRs right now handling um how many customers do we have in total?
• 4:43
  SPEAKER_00: I can't remember how we got in total, but uh it's it's over 50 now, I think.
• 4:46
  SPEAKER_00: So, you know, there's a lot of customers for them to handle and make sure they're getting success going forward.
• 4:51
  SPEAKER_00: So, you know, when we those are the headlines, the numbers, when we look back, it was a struggle, right?
• 4:56
  SPEAKER_00: We we were struggling all the way through.
• 4:58
  SPEAKER_00: Q4 was a bit of a breakout, breakout quarter, and December was a blowout.
• 5:02
  SPEAKER_00: You know, we had the obviously end of year uh rush that you know most companies obviously get.
• 5:07
  SPEAKER_00: But we're you know a little bit cautious going into next year to say, okay, so that was a culmination of a lot of hard work.
• 5:12
  SPEAKER_00: Are we still in a position to do well in 2025?
• 5:15
  SPEAKER_00: The marketing investments that we made in Q2 and Q3 on pipeline gen started to pay off in Q4.
• 5:21
  SPEAKER_00: You know, we took the advice of the marketing experts that we had come in to advise us, Joseph Baringhouse and Rob Sobers as well.
• 5:28
  SPEAKER_00: We were looking at what they were saying about um, you know, events to run, the tactics to run, the programs to run, things like that.
• 5:34
  SPEAKER_00: The real leader didn't make too much impact, frankly, because they came in in Q4.
• 5:38
  SPEAKER_00: So it's going to take a quarter for them to really bet it and start making changes and positioning and all the rest of it.
• 5:44
  SPEAKER_00: Um, but you know, the pipeline grew.
• 5:46
  SPEAKER_00: So if you look at uh new qualified pipeline added, uh$4.5 million in new pipeline I was in Q4.
• 5:53
  SPEAKER_00: That's a great, you know, hard result from a lot of that work that happened.
• 5:57
  SPEAKER_00: On the sales side, the sales team matured, you know, and for the first quarter, really, we had the full team fully ramped, firing on you know, decent amount of cylinders, if not all of them.
• 6:07
  SPEAKER_00: We felt like that uh the ones we have, we had five AEs now and two SDRs were really starting to make a difference, building their territories and getting out there, you know, playing in traffic, as uh someone used to call it back in in my day.
• 6:21
  SPEAKER_00: And one of the successes that they had was they were using a lot of AI tools to be scrappy, right?
• 6:26
  SPEAKER_00: They you've probably seen a bunch of them talked about online, um, but they were getting some capacity.
• 6:31
  SPEAKER_00: They were thinking about how to be different, they're you know, using these these tools to try and target better, and also when they're actually talking to companies and outreach to get much more effective than before.
• 6:42
  SPEAKER_00: Um a couple of things that uh couple a couple of metrics that were that were good were conversion rates.
• 6:49
  SPEAKER_00: So, you know, the first meeting to opportunity, so the first meeting to basically a qualified opportunity went up from Q3 to Q4.
• 6:55
  SPEAKER_00: When uh the opportunity to POV went up from Q3 to Q4, and the POV to close one went up from Q3 to Q4.
• 7:03
  SPEAKER_00: So we had Alexi Rubinstein come in on some advice in Q4.
• 7:07
  SPEAKER_00: He's the VP of sales engineering and customer success at Morphisec, and he gave some advice about how to what we could do to tighten up our process so that our close one or POV to close one ratio improved.
• 7:18
  SPEAKER_00: So those were all good.
• 7:19
  SPEAKER_00: So, you know, the leadership are coming at a little bit uh, what's the word?
• 7:24
  SPEAKER_00: Not satisfaction, but relief, I guess, that we we did so well.
• 7:28
  SPEAKER_00: But, you know, because uh we've been through the through this before, we know not to get too carried away.
• 7:33
  SPEAKER_00: Everything could, you know, we don't want to go from zero to zero in in a quarter.
• 7:37
  SPEAKER_00: And you know, new year, new numbers, new new demands, new growth requirements, all the rest that are coming in.
• 7:43
  SPEAKER_00: So that's where we finished up.
• 7:45
  SPEAKER_00: What does 2025 mean?
• 7:47
  SPEAKER_00: Well, we have to go from an AR right now of 2.87 up to 10 million.
• 7:52
  SPEAKER_00: So it's over a 3x improvement in ARR.
• 7:55
  SPEAKER_00: There's a number of things that have to happen to for us to get there.
• 7:58
  SPEAKER_00: But let's focus, first of all, on the sales side.
• 8:02
  SPEAKER_00: So the overall message that we have is that we need to for the team is that we need to keep increasing our ASP.
• 8:11
  SPEAKER_00: So right now in Q4, it was 113K for the net new ARR.
• 8:15
  SPEAKER_00: And our goal is to get that up to 150K by the middle of the year.
• 8:20
  SPEAKER_00: So it's gonna take a bit of sales execution improvements to get there.
• 8:24
  SPEAKER_00: We're gonna need to focus on selling value, maximizing every opportunity that we have so that we're positioning ourselves as a value-based play as opposed to a feature or commodity-based play.
• 8:37
  SPEAKER_00: You know, we still got some uh big competitors in the marketplace we're gonna compete against.
• 8:41
  SPEAKER_00: So there might be some pricing pressure, but we believe we have a product that demands a premium price.
• 8:46
  SPEAKER_00: We just need to get very good at uh making sure that our customers, our prospects believe that too.
• 8:51
  SPEAKER_00: So driving up the ASP is gonna be part of it, but we've got a little bit of detail in the conversion rates.
• 8:58
  SPEAKER_00: So when we look for us, you know, when you look at getting the ESP up and we look at getting that first meeting to qualified opportunity rate up as well, you know, we want to do it with some good rigor around it, making sure it's well qualified and good opportunities that get created, not just, you know, any old crap that gets through.
• 9:15
  SPEAKER_00: So what are we doing?
• 9:15
  SPEAKER_00: A few things we realized.
• 9:17
  SPEAKER_00: One is the team is still not great at our positioning.
• 9:21
  SPEAKER_00: You know, it's simply just saying, what do we do?
• 9:23
  SPEAKER_00: Answering the questions, the question from prospects, where exactly does cyber donut fit into this?
• 9:29
  SPEAKER_00: If you go back and listen to the the calls recorded in our conversation intelligence tool, everyone's all over the place, right?
• 9:35
  SPEAKER_00: They've got their own way of doing it.
• 9:36
  SPEAKER_00: Um, it's not completely different, right?
• 9:38
  SPEAKER_00: It's not uh off the board, but everyone's got their own way of doing it.
• 9:41
  SPEAKER_00: It's it's it's different words.
• 9:42
  SPEAKER_00: Some are more buzzwordy than others.
• 9:44
  SPEAKER_00: We've got SEs trying to do it as well.
• 9:46
  SPEAKER_00: We've got two SEs in the group and they've got their own way of doing it.
• 9:50
  SPEAKER_00: And you know, when when I go in and listen to these calls, I get confused about what it exactly it is that we do because there's so many different variations in there.
• 9:58
  SPEAKER_00: So we feel like there's there's a need to really look at that and say, well, what is the really strong standard way to do that?
• 10:07
  SPEAKER_00: To answer the question, what is cyber donut do?
• 10:10
  SPEAKER_00: And when we get to that point in the first meeting left discovery, we turn around to us, is that we got a really crisp way to start, very powerful way to start.
• 10:17
  SPEAKER_00: So someone doesn't get confused.
• 10:19
  SPEAKER_00: They actually sit there and go, oh, I get it.
• 10:21
  SPEAKER_00: Now I've got some you know intelligent questions to follow up with you on on how you do that.
• 10:25
  SPEAKER_00: So we want to standardize on that.
• 10:27
  SPEAKER_00: And we want to make sure we're tailoring it as well for the personas that we go target.
• 10:31
  SPEAKER_00: There are two, there are three main personas that we go after.
• 10:34
  SPEAKER_00: We have to need to have a slightly different version of that for each one.
• 10:38
  SPEAKER_00: So that's one thing we want to do is get the get the right positioning there for the sales team.
• 10:44
  SPEAKER_00: Now, obviously, that's different than the words we use on our website.
• 10:47
  SPEAKER_00: Um, you know, human-to-human interaction is not the slogans that you put on a website.
• 10:51
  SPEAKER_00: And we've got to make sure that when we do this is that we don't standardize on buzzwordy type stuff, right?
• 10:56
  SPEAKER_00: We start talking about synergies and optimizing and uh all this type of stuff, we're not describing what we do very effectively.
• 11:02
  SPEAKER_00: So one project we're gonna start to kick off in Q1 is getting good at that.
• 11:06
  SPEAKER_00: Now, in terms of drawing the ASP and looking at those conversion rates, one of the things that we are are not doing very well right now is getting down into the impacts of problems.
• 11:18
  SPEAKER_00: So when you listen to the conversation intelligence calls, and this is the same for a lot of companies in cybersecurity, a lot of sales teams, is we're very good at asking the surface level questions.
• 11:27
  SPEAKER_00: What's going on?
• 11:28
  SPEAKER_00: What do you have?
• 11:29
  SPEAKER_00: How's it going?
• 11:30
  SPEAKER_00: How do you do this?
• 11:31
  SPEAKER_00: How do you do that?
• 11:31
  SPEAKER_00: Is that going well for you?
• 11:33
  SPEAKER_00: You know, things like that, right?
• 11:34
  SPEAKER_00: What we're not good at doing is getting below that into impact.
• 11:38
  SPEAKER_00: You know, when we uncover some sort of problem, understanding, well, what's the big deal?
• 11:42
  SPEAKER_00: Uh, figuring out the so what.
• 11:44
  SPEAKER_00: So what we find a problem, you know, these prospects we taught to are not short of things to fix.
• 11:48
  SPEAKER_00: So, you know, we need to make sure it's a problem we're solving.
• 11:51
  SPEAKER_00: So, what are we doing on that?
• 11:53
  SPEAKER_00: We're gonna do some training.
• 11:54
  SPEAKER_00: Uh, there's a company called unstuffable.do out there, and uh, they have some training around um how to do this, how to do it better than before.
• 12:04
  SPEAKER_00: And it's about all about you know, crossing that chasm from a lot of situation questions into situation plus impact questions.
• 12:11
  SPEAKER_00: And what they do is they come in and they give examples about how to do it.
• 12:15
  SPEAKER_00: They train the team on the different types of different boxes of questions you can ask.
• 12:19
  SPEAKER_00: They workshop it so the team actually create their own versions of these questions.
• 12:23
  SPEAKER_00: You know, we don't want to just force questions on the team and say, this is what you have to ask.
• 12:27
  SPEAKER_00: What we have to do is get them the frameworks from Unstoppable and let them create their own versions of these questions.
• 12:34
  SPEAKER_00: And that way they have a sense of ownership and we can coach them on and refine them so they're more high-quality questions rather than the weaker ones that they might come up with on their own.
• 12:43
  SPEAKER_00: Um, then we practice it.
• 12:44
  SPEAKER_00: We practice it a lot.
• 12:45
  SPEAKER_00: And uh so they get comfortable and then we track through on the conversation, the calls recorded in our conversation tool to see how they're being asked and if they're asked, and we coach the team on a weekly basis to make sure they're maximizing those opportunities.
• 12:58
  SPEAKER_00: You know, there's nothing worse, and you may have had this yourself, there's nothing worse than all these hard-earned first meetings, and you had this gnawing feeling in your gut that we're not doing well enough, and you listen to the calls, you can go, oh gosh, we missed opportunities there to go deeper.
• 13:10
  SPEAKER_00: We missed opportunities here to do things a little bit differently.
• 13:13
  SPEAKER_00: So we definitely want to maximize those opportunities at the first meeting with uh getting down into impact.
• 13:19
  SPEAKER_00: The second thing we do is we're in a bit of a crowded market segment, like many segments are in cybersecurity.
• 13:27
  SPEAKER_00: And what we're doing a lot of is differentiating on features.
• 13:30
  SPEAKER_00: So when we get asked the question, oh, you guys sound like, or how are you different to, and they you know, drop in the name of a competitor, we tend to get very feature very quickly.
• 13:39
  SPEAKER_00: You know, it's well, we do this better, and we have a hundred of these, and those only they only have 50 of those.
• 13:44
  SPEAKER_00: And, you know, we're told all the time that our reporting is better and our usability is better or our workflow is better or things like that, right?
• 13:51
  SPEAKER_00: And this is good, but it's it doesn't really uh it's not maximizing the chance that we get to really answer that question powerfully.
• 13:57
  SPEAKER_00: So what we want to do is move to a situation where we differentiate on value and not just on features.
• 14:05
  SPEAKER_00: So if you look at the competitors that we have, we've got a couple of direct competitors, like truly, you know, we're head-to-head with them.
• 14:11
  SPEAKER_00: And we got a whole bunch of adjacent, you know, where they do some of what we do in different ways, or it might be a feature or our module inside a bigger suite from a bigger company.
• 14:20
  SPEAKER_00: Um, so the training we're gonna do is first of all, is the reactive.
• 14:24
  SPEAKER_00: So how you different to the fill in the name of competitor.
• 14:27
  SPEAKER_00: And the structure that we're gonna use from Unstoppable is one where we we train the team to say, well, look, you know, yeah, we're in the same uh segment as Company X, and we're similar to them in that, and we might have something that we can say, such as, yeah, they're also trying to solve this problem in a slightly different way than the traditional players.
• 14:45
  SPEAKER_00: Uh, we're similar in that, you know, we're we've got this type of functionality and they've got the same sort of thing.
• 14:51
  SPEAKER_00: But then quickly what we want to do is move to why we're different.
• 14:54
  SPEAKER_00: But rather than go straight into features, what we want to do is be able to differentiate on uh philosophical things or approaches as opposed to just features.
• 15:03
  SPEAKER_00: So so in the unstoppable world of doing this, what the what they they train us on is the idea that you can say, we we just don't believe that in 2025 you should be hampered by not having something, right?
• 15:18
  SPEAKER_00: We don't believe, or you should have, or you shouldn't have, all these philosophical phrases that we can drop in there.
• 15:23
  SPEAKER_00: You shouldn't have to compromise on how you do this in 2025 by using a technology that was built 15 years ago.
• 15:31
  SPEAKER_00: Yeah, this is 2025 where we've got a whole bunch of new new technologies and new approaches.
• 15:36
  SPEAKER_00: We've got AI coming in, and we need to use these new things from the ground up to be able to give you the type of tool that's gonna have a huge impact for you.
• 15:45
  SPEAKER_00: And you're just not gonna get there if you're using something from you know 2012.
• 15:48
  SPEAKER_00: Right.
• 15:48
  SPEAKER_00: So that philosophical difference, the approach difference is how we want to start it off.
• 15:53
  SPEAKER_00: And then the second part of that is for example.
• 15:55
  SPEAKER_00: So for example, this is where you get in features.
• 15:57
  SPEAKER_00: We've built this a certain way.
• 15:59
  SPEAKER_00: And the reason we've done that is because it has this sort of impact on how you do things, right?
• 16:05
  SPEAKER_00: We don't want to bash the competitors, but we want to say it's different.
• 16:07
  SPEAKER_00: But we've built this a certain way because you know that the old way is flawed and we've done it this way, and the impact for you is it's gonna save you, you know, X amount of time, it's gonna improve this or change that, right?
• 16:17
  SPEAKER_00: And then you can wrap up at the end of that statement if you do two or three examples with some sort of impact.
• 16:22
  SPEAKER_00: And what we've seen is from customers who've um gone with our approach is they get this big payout, this big outcome at the end of the day, right?
• 16:30
  SPEAKER_00: So the the approach that a stuff will has is you know, agree that the other companies in the same segment, agree and talk about how we're similar very briefly.
• 16:38
  SPEAKER_00: We both could we we both have this type of functionality, but we're fundamentally different.
• 16:43
  SPEAKER_00: And then you slot in the philosophical argument, the the approach argument, and then you go into the features or the examples at that point right there, right?
• 16:51
  SPEAKER_00: And finish off with uh some outcomes.
• 16:53
  SPEAKER_00: So that's a very powerful way to do that.
• 16:55
  SPEAKER_00: And kind of similar with the questioning, we want to go deeper.
• 16:58
  SPEAKER_00: We want to train the team on the approach, right?
• 17:00
  SPEAKER_00: So we give them the assets that the sales tools that say, you know, if we reach the competitors, this is how to do this.
• 17:06
  SPEAKER_00: Um, we want to train them on the wording, the structure, things like that.
• 17:12
  SPEAKER_00: We want to role play with them, practice with them so they're good at doing the drill that says, okay, John, um, how are you different to this company?
• 17:20
  SPEAKER_00: And he's got a set way of doing it, and then do the coaching after that as well.
• 17:24
  SPEAKER_00: So we're gonna pick up a program in Q1 to do that.
• 17:27
  SPEAKER_00: The other side of differentiation is where you know where you're strong and you want to direct the conversation in those, in that first meeting, in that second meeting into that area that we're strong in versus our competitors, right?
• 17:42
  SPEAKER_00: And it that, you know, there's different ways to do it, some less elegant, frankly, than others.
• 17:46
  SPEAKER_00: You know, when you have to say, either, you know, we do this very well, what are you doing for this?
• 17:51
  SPEAKER_00: You know, that's not very powerful.
• 17:53
  SPEAKER_00: Uh if we're saying, if we're doing the whatabouts, right?
• 17:55
  SPEAKER_00: What about this and what about that, and what about this, and you know, and you're almost like trying to catch them, or don't you want to have this faster?
• 18:01
  SPEAKER_00: Don't don't you want to have this a different way?
• 18:04
  SPEAKER_00: Um I hear that a lot on calls at different companies.
• 18:08
  SPEAKER_00: It's just not very if you're trying to really convince someone and have some uh prospect and have they come on your site, it's not a very powerful way to do that.
• 18:15
  SPEAKER_00: So the way that we do it on in the unstoppable way is that um we introduce the issue that we we we solve, right?
• 18:23
  SPEAKER_00: So if your feature, I don't know, let's just make some you know weird example up, right?
• 18:28
  SPEAKER_00: If if you inspect 10 elements, I don't know, 10 elements of a piece of malware and other competitors uh only do five, right?
• 18:37
  SPEAKER_00: Rather than saying, you know, what level of depth of inspection do you need to have or don't you need to have deeper, what you think about is the um is the issues.
• 18:46
  SPEAKER_00: The issue might be what other security leaders that we taught to are thinking about is with all this AI-driven malware coming out now, the the surface level inspection of malware is just not enough these days, right?
• 18:57
  SPEAKER_00: You know, most companies what they'll do is look at five different levels and give you something, but with the way that things are going right now, it's proven to be not just quite enough to do great detection and and and removal of infections.
• 19:09
  SPEAKER_00: How are you guys thinking about that?
• 19:11
  SPEAKER_00: Right.
• 19:12
  SPEAKER_00: So you introduce the issue and then ask them how they're approaching it or how they're thinking about it, something like that.
• 19:17
  SPEAKER_00: And then you they'll get you get an answer and then you'll say, okay, is that working well for you right now, or how well is that working well?
• 19:23
  SPEAKER_00: Um, how much of a problem is that for you right now since you don't have that deeper capability right now?
• 19:29
  SPEAKER_00: And then you want to get an idea of impact, right?
• 19:32
  SPEAKER_00: So you'll say, okay, so you you realize it's you're missing out on a bunch.
• 19:36
  SPEAKER_00: What's the big deal though?
• 19:37
  SPEAKER_00: You know, what's what's the impact that's having not being able to handle this, these outbreaks and handle the malware effectively?
• 19:43
  SPEAKER_00: So you've kind of gone through a little um we, you know, the way that unstopped pole trains it is on a pyramid.
• 19:48
  SPEAKER_00: So you go from issue down to uh problem down to impact to make sure that there's a conversation about the impact of not having uh that capability.
• 19:58
  SPEAKER_00: And the final thing is that you want to say at the end is okay, this sounds like from what you're saying, something you need to have.
• 20:03
  SPEAKER_00: Should we add it onto the list of things that we demo and show to you in the POV?
• 20:09
  SPEAKER_00: All right.
• 20:09
  SPEAKER_00: And they'll usually say yes, because you just talked about it and they kind of realize that they want it.
• 20:14
  SPEAKER_00: And by you doing it this way, what you're essentially doing is adding it into the list of requirements for all vendors looking at, not just uh not just cyber donut.
• 20:22
  SPEAKER_00: Um, and then the final, final thing you'll do is okay, I'm gonna add that to the list of things to show you.
• 20:27
  SPEAKER_00: What should I call it or how should I phrase that in the list?
• 20:30
  SPEAKER_00: I want to make sure I use your terminology, right?
• 20:33
  SPEAKER_00: So you want to get their words on that, on that structure.
• 20:36
  SPEAKER_00: So in the unstoppable world, what they call it is introducing the unfair advantage, where it's really the the ends up being the prospects realizing that there's an issue out there that they should be thinking about.
• 20:46
  SPEAKER_00: They haven't tackled it, it has an impact, and they want to see how they can they can fix it.
• 20:50
  SPEAKER_00: Um, so those are the three areas that we're gonna be working with unstuffable on uh in Q1 to really sharpen up those first meetings that we're we're doing.
• 20:59
  SPEAKER_00: The goal is to get that first meeting to opportunity conversion rate from 36% right now up to over 45%.
• 21:07
  SPEAKER_00: That's what we want to get to.
• 21:08
  SPEAKER_00: So it's a big jump, but we feel like there's room there to improve that.
• 21:12
  SPEAKER_00: And what's good about Unstuffable is that when they come in, they've got tried and proven frameworks to do this.
• 21:18
  SPEAKER_00: They've got experienced cybersecurity salespeople that uh know how to do this, and they'll come in and work with us and train and coach us, and they use a lot of the latest tools.
• 21:26
  SPEAKER_00: So, for example, in the role play, they're bringing in AI role play tools, which are really good now.
• 21:31
  SPEAKER_00: And they're just, you know, finalizing their partnership with one company right now so they can come in and really provide us with some drills and some scale to get really good at those things.
• 21:40
  SPEAKER_00: So that's these are the things we're looking to do to try and get that uh ASP grade than 150 by focusing on value and also to get the conversion rate from 36% to over 45%.
• 21:52
  SPEAKER_00: Uh in terms of capacity in the team, uh not quite yet, but slated for Q2 is to bring in some new hires.
• 21:58
  SPEAKER_00: So we're gonna look to unstuffable as well to build us a new R program so that they can uh they can try and bring down our ramp time.
• 22:06
  SPEAKER_00: You know, we got all the sales team in 2024 ramped up, but it was uh nowhere near quick enough.
• 22:12
  SPEAKER_00: I think we were saying roughly it was taking about eight months, seven months uh for the team to really get productive, and that's just not good enough.
• 22:18
  SPEAKER_00: So what we're doing is working with them on a way to bring it down under four months.
• 22:22
  SPEAKER_00: All right.
• 22:22
  SPEAKER_00: So that's gonna have a big, big deal.
• 22:25
  SPEAKER_00: So as a as a quick summary on the cyber donut side, you know, cyber donut has a chance, right?
• 22:29
  SPEAKER_00: We got a chance to get to that$10 million.
• 22:32
  SPEAKER_00: It's gonna require a lot of hard work.
• 22:33
  SPEAKER_00: We need to get more pipeline, we need to get the sales execution better.
• 22:37
  SPEAKER_00: Um, and it's gonna be tough, but we're we're we're going, we've got some momentum, and there's some room and some things to work on, which is great.
• 22:44
  SPEAKER_00: So that was the cyber donut summary, right?
• 22:46
  SPEAKER_00: Now I'm gonna go back into Andrew.
• 22:48
  SPEAKER_00: So I talked about unstuffable there, somewhat weirdly in the third person.
• 22:51
  SPEAKER_00: Obviously, that's the that's my business.
• 22:52
  SPEAKER_00: I go into cybersecurity sales teams, I help them improve on these types of things.
• 22:56
  SPEAKER_00: We put in programs.
• 22:58
  SPEAKER_00: You know, what I described right there for Cyber Donut is the kind of thing I work on with companies, right?
• 23:03
  SPEAKER_00: Um, they're looking to do value selling, not just feature selling.
• 23:07
  SPEAKER_00: You know, feature benefit selling is like table stakes these days.
• 23:10
  SPEAKER_00: And many companies are looking to say, how can we help our sales team become better value, business value sellers truly, uh, and drive up our ASP?
• 23:19
  SPEAKER_00: And then what can we do to improve those first meetings to opportunity conversion rates?
• 23:23
  SPEAKER_00: Because you know, we want to make sure that we get those hard-fought first meetings that uh they're doing really well and converting in high quality ones at a greater number.
• 23:31
  SPEAKER_00: So, this is what I do.
• 23:32
  SPEAKER_00: I go in and help teams.
• 23:33
  SPEAKER_00: So it's a little bit weird that I talked about it in third person there.
• 23:36
  SPEAKER_00: Uh, and obviously, you know, this Cyber Donut's a made-up company.
• 23:39
  SPEAKER_00: Uh unstuffable.do is not made up though.
• 23:41
  SPEAKER_00: You can go to unstuffable.do and you'll see these programs I talked about on there.
• 23:46
  SPEAKER_00: So that's what we're doing for Cyber Donuts, supposedly in Q1 in the mythical world that Cyber Donut lives in.
• 23:51
  SPEAKER_00: And it's gonna be fun to go off and do that.
• 23:53
  SPEAKER_00: So coming up next is we've got a couple of we've got CROs coming on soon.
• 23:57
  SPEAKER_00: I've got someone coming on who talks about how to do really good practice sessions as well.
• 24:03
  SPEAKER_00: And uh I've got someone on the marketing site coming on soon as well.
• 24:05
  SPEAKER_00: So we've got some big guests lined up uh coming up here in the next few weeks to look out for those.
• 24:10
  SPEAKER_00: But uh thanks for joining.
• 24:11
  SPEAKER_00: I'll catch you next time.