7 Steps to Break into a 7-Figure New Logo Preface STOP: Before you go after any new logo, the most important first step is to confirm they fit the Ideal Customer Profile (ICP) of your company. Preface One of the biggest mistakes sellers make is wasting time chasing the wrong prospect(s) Here’s how to confirm whether this account fits your ICP: Answer the Question: Does this prospect fit the same profile as one of your top 10 existing customers? Company size Industry ARR GTM Motion Software Budget Similar existing Tech Stack Step 1: Account Research Once you’ve confirmed ICP Fit, now you need to research anything and everything you can find about this account. Specifically, you want to identify… Positive Buying Signals: Is the company growing ARR or Headcount? Have they recently purchased similar software? Any big changes in Leadership recently? Has a previous Buyer of your software joined? Do they have a high intent-to-purchase (see Marketo/6sense) Top Ranking Initiatives According to C-Suite: Increase Revenue? Decrease Costs? Mitigate Risks? Key Personas: Potential Champions Economic Buyer Technical Buyers Coaches / Influencers Competitors Champion(s) FP&A / Procurement / Legal Step 1: Account Research Key Resources Company 10K (Public) Most Recent Earnings Call Transcript Specifically the Q&A Section Investor Day Presentation Seeking Alpha (Public) Crunchbase (Private) Linkedin Podcasts featuring Execs from this Account Twitter Customer Testimonials G2, Gartner, Forrester Reports Step 2: Prospecting Phase 1: Organize the research you’ve conducted → create messaging that aligns with the Value Pyramid (see Appendix) Phase 2: Ideally, you have at least 4 people from your company prospecting into this account on your behalf: BDR → Individual Contributors & Managers You → Directors & VP’s VP/Manager → SVP’s CXO → CXO Here are key resources you can leverage for your outreach: Successful Email Template Value Pyramid Successful “ghost-written” note for CXO to CXO Prospecting Channels: Linkedin Email Phone Hand-Written Note In-Person “Deposit” @ Prospect’s office (swag; books; etc) Pro tip: Contact the Executive Assistant Step 3: Discovery Once you’ve booked your first 1-2 meetings, your goal is to Identify: Top 2-3 initiatives your prospect is laser-focused on completing this/next Fiscal Year Top 2-3 challenges that NEED to be addressed NOW in order for the initiatives (above) to be completed Quantifiable negative consequences will happen if the challenges above are NOT addressed (ex: direct impact to revenue, costs, or risk) Top 2-3 requirements the business needs (that they don’t have today) in order to address the challenges (above) A compelling event that would/could accelerate timeline for solving the challenges (above) the Step 4: Multithreading *Pro Tip: "Elite Sellers go straight to the top from the very beginning" - Jamal Reimer, Author of Mega Deal Secrets Keys to Multi-Threading: Start at the top Target 4-5 Key Executives Individuals and managers care about features and functions --> No Deal SVP+ cares about the top business initiatives and challenges --> 7-Figure Deals Leverage your top Executive(s) to book meetings with other VP+ prospects Your job is to research the account and put your executive in a position to succeed. Come with a point of view and do NOT treat this as traditional cold outreach. Build multiple champions in different lines of business Step 5: Identify and Test Champions Step 6: Complete "Why Anything" Once you've confirmed at least one champion, book a meeting to complete the "Why Anything" with your champion Step 7: Introduction to Economic Buyer #1 way to test your champion = will they introduce you to the Economic Buyer? In this meeting, your job is to enable your champion to answer these questions Why do we need to do anything? Why do we need to work with your company? Why do we need to do this now? Appendix Value Pyramid