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Francis Brero

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We’ve mentioned on countless occasions the importance of having a Smarketing SLA. In this article we provide instructions to create your first sales SLA report in Salesforce. Pre-requisites While other CRM will soon be documented, the focus of this “how to” is really on setting up Salesforce and building Sales SLA reports to measure the consistency of your SDR team’s follow up. General considerations To create the SLA Report, you’ll need to have the right…

…Or why Salesforce Einstein won’t be the next IBM Watson. Is the AI hype starting to wither? I believe so, yes. Reality of the operational world is slowly but steadily catching up with the idyllic marketing fantasy. The report Jeffries put together challenging IBM Watson proves alarm bells are ringing. The debacle of the Anderson implementation goes to show how marketing promises can be unrealistic and the downfall will be dreadful. With that said, not all is…

A couple weeks ago, I ended up taking Steli’s click bait and read his thoughts on sales automation and AI. There isn’t much novelty in the comments nor objections presented. However I felt compelled to write a answer. Part of the reason why, is that MadKudu is currently being incubated by Salesforce as part of the Einstein batch. Needless to say the word AI is uttered every day to a point of exhaustion. The mythical…

Most people by now have heard of the “Product key activation event”. More generally, Facebook’s 7 friends in the first 10 days, Twitter’s 30 followers… get lots of mentions in the Product and Growth communities. Theses examples have helped cement the idea of statistically determining goals for the onboarding of new users. A few weeks ago, somebody from the Reforge network asked how to actually define this goal and I felt compelled to dive deeper into…

Over the past few years, I’ve seen the “Lean Startup” grow to biblical proportions in Silicon Valley. It has introduced a lot of clever concepts that challenged the old way of doing business. Even Enterprises such as GE, Intuit and Samsung are adopting the “minimum viable product” and “pivoting” methodologies to operate like high-growth startups. However just like any dogma, the “lean startup” when followed with blind faith leads to a form of obscurantism that…

According to various sources (SiriusDecision, SpearMarketing) about 66% of B2B marketers leverage behavioral lead scoring. Nowadays we rarely encounter a marketing platform that doesn’t offer at least point based scoring capabilities out of the box. However, this report by Spear Marketing reveals that only 50% of those scores include an expiration scheme. A dire consequence is that once a lead has reached a certain engagement threshold, the score will not degrade. As put it in…

SaaS onboarding is the beating heart of your business. In our era of freemium, trials and other piloting processes, ramping up prospects who signed up for your product can make or break your forecasts. Increasing free-to-paid conversion rates is therefore a daunting task. You may feel overwhelmed by the incredible amount of factors you can tamper with. The myriad of solutions out there while doing a great job at solving specific problems rarely help identify the…

99% of the B2B SaaS companies I talk to don’t segment their free trial users. This is a shame because we all know our trial users can be very different from one another. For example, have you heard of accidental users? Those users signed up thinking your products was doing something else and leave soon after realizing their mistake (much more common than what you might think!). Or what about tire-kickers? Yes, a surprisingly large number of people like to…

I was trying to write a title as pompous and with as many buzz words as possible and I do believe I’m close. Who knows we might even get featured on TechCrunch with these ramblings on how “big data” is enabling the ultimate phase of the B2B sales & marketing revolution… Over the past few weeks at MadKudu, we’ve run a thorough retrospective on 2016 to flesh out what we’ve learnt, which hypotheses were validated,…

Last week I had the pleasure of being invited to speak about B2B SaaS Sales on Livestorm’s podcast. In the interview I discussed how, at MadKudu, we led our research for our Ideal Customer, how we’ve kept on refining it and how it helped shape our business. Here’s the full interview : And here’s the transcript (a big thank you to Livestorm) Hi Francis, first, could you tell us what is MadKudu and how you…