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