This episode is part of a series of podcast episodes on Pipeline Generation. In these episodes we will have sales leaders, individual contributors, demand generation practitioners, and experts whose business is all about generating pipeline on the show.
Scott McCrady, the CEO of SolCyber is an accomplished international executive with broad experience in sales, business development and the operations side of a cloud based and information security based business. He has a proven track record at driving results in sales, operations, revenue generation and customer satisfaction.
In this episode, Scott is telling us the top 3 things he implemented to excel in pipeline generation. Tune in to hear how he does it!
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The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.
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This episode's pipeline generation tips comes from Scott McCritty, the CEO of Stall Cyber. Scott's been building businesses, building essentially pipelines in cybersecurity for 20 plus years. And he's approached this from a very strategic level of alignment and different methods to really dial in some pipeline generation activities.
SPEAKER_00Three pipeline generation tips. A question that comes up all the time. How do you get more pipeline? Three things that I think really matter. First one, intent data. I'm not sure most organizations are using their intent data well enough. So I would definitely take the time to look at some of the tools around intent data. Make sure you can dial that into your ICP. That's going to up level your overall, I call it the sales factory. The first thing is like how many people will talk to you so that you can run them down through the process. Up level your intent data, get some good intent data, dial that into your ICP. It's going to help you generate more revenue. Second piece is think customer, don't think yourself. If you listen to the Andrews podcast, we talk about outcome-based conversations. Focus more on outcomes for the customer. So the odds of getting through to a customer, if you say, I can help you save 30%, and I'm not lying to you, it's not cheesy or gimmicky, it's real. The odds are higher that they're going to respond to that versus saying, We've got the best widget on the planet that's going to really knock your socks off. So focus more of your outcome on them in your messaging, in your marketing, and less on what you are. That'll make your uh pipeline go up. Third piece, align your marketing and your messaging with your sales components. So what I see a lot is a situation where marketing and salespeople are not or the sales organization are not in alignment. So you have what I call a separated motion. Marketing's going out to and providing air cover on one essentially type of conversation, and sales is out there running a different playbook that doesn't necessarily align the messaging. It's very common because sales may get intuitively thinking that there's a different set of talk tracks that resonate with their customers. You've got to make sure that gets closed loop between sales, marketing, and your CEO so that there's an alignment between the air cover messaging that's very effective, I would say outcome-based, and your sales motions around trying to get your messaging into the market via your BDRs, your SDRs, and your account. Those would be the three things I'd focus on if you want to raise your overall ability build pipeline.
SPEAKER_01If you enjoyed this episode, please share it with at least one other person and also hit subscribe in your podcast player. If you know someone that you want to hear from on this series of episodes on pipeline generation, let me know, please. Email me at andrew at unstoppable.do. That's D O at the end. Andrew at unstoppable.do. Or you can text me directly on 303 956 0024.