Brandon Thoms - EverCommerce | LinkedIn (original) (raw)

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Jason Bay CROs: Run this outbound play to break into massive accounts 👇 Most CROs don't engage in deals. Or help reps break into ent/strat accounts. I've never been a CRO before—so I can't tell you whether that's good or bad. You have a lot of responsibilities as a CRO. But, I recently met a CRO who lands meetings with the C-Suite in MASSIVE accounts. The biggest companies you can think of in every category. The key principle: Power is more willing to engage with power. Leverage the C-suite title. Here's how it works: ✅ Pick 10 accounts to get started Choose the top 10 accounts that can make the quarter/year if you win them. The best accounts are ones that reps have worked but not been successful in breaking through. We'll assume you're already going after low-hanging fruit accounts where execs have existing relationships. So we won't count those as part of this exercise. ✅ Work in tandem with a great SDR Pick one of the top SDRs to help. Ideally, this is someone with great leadership potential that you want to promote at some point. ✅ Optional: Give the SDR access to your LinkedIn account This one will make you uncomfortable. You also have the option of creating a separate LinkedIn account as well. But give the SDR autonomy to send approved messages. ✅ Execute the outreach The SDR should do basic account research to find existing initiatives where your solution can add value. Then they need to research the individuals in the C-suite to find podcasts interviews, features, etc. if available. Pick 1-2 similar customers to mention in the message. This should be mentioned in the outreach, along with how you can add value. CTA: Ask for 10 minutes. Send via email and LinkedIn message or InMail. Here's what an example message could look like. --- Eric, Solid Q1, and congrats on the success of Nordy Club sales. Looks like membership growth is a key growth lever. I imagine member retention is a big focus. Our team has had tremendous success helping CVS, BestBuy, and Kohl's run world-class membership programs. Opposed to a quick 10-minute chat to learn more? Jason ✅ Run intro call These will likely go longer than 10 minutes. And the CEO will send you over to someone else in the C-suite. Run a solid intro call and make an offer to introduce key team members on your side. ~~~ The email/LI message should have all of the components of a great cold email: research, problem, social proof, and CTA. But the big difference is leveraging a c-suite title to get a meeting in the c-suite. I wish more CROs and execs in companies would leverage this approach. Agree or disagree? #sales #outbound

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