Adapting and evolving your go-to-market strategy is crucial for staying ahead of the competition. But how can sales leaders ensure that their experiments and changes actually lead to progress and not just wasted resources?
Simple. Conscious Iteration.
A systematic approach that borrows from scientific rigor. In this blog, we'll explore conscious interaction in depth and why it's the secret sauce for successful experimentation.
Before you dive into the tactical details, it's essential to understand why conscious iteration is vital. Every B2B sales team goes through a series of iterations in optimizing their sales strategies.
The critical difference between those who barely make progress and those who consistently move forward is the discipline of experimentation. By embracing conscious iteration, you'll learn how to design experiments that leave no room for ambiguity and quickly identify what works and doesn't.
Conscious iteration starts with creating experiments that are designed to succeed or fail unambiguously. Think of it like a scientific experiment. The more effort you invest in designing your iteration, the better you can measure its impact.
This precision is crucial because most sales and marketing experiments often fail to move the needle. By focusing on clarity, you can quickly determine if an experiment is worth pursuing or if it's time to cut your losses.
Don’t just say we want to increase our MQL conversion rates, think about the behaviors that could potentially impact that outcome. Then design a process to enable your team to execute on those behaviors consistently.
When implementing conscious iteration, consider who should be involved. The answer depends on the specific experiment you're conducting. In one case, it might involve the entire sales team, while in another, it might be a select group.
That said, getting everyone on the same page is vital. Additionally, include operational professionals who can enable accurate measurement and alignment of your objectives. It's all about ensuring that every stakeholder has a clear understanding of what you're doing and why.
You can use something as simple as a Google Doc with free video recording tools to document the SOP (standard operating procedure). Leveraging CRM dashboards in tandem with Google Sheets can help your RevOps team measure the results.
Creating an experimentation culture requires ongoing monitoring and compliance tracking. As the sales landscape evolves, your team needs to be adapting quickly to consistent execution.
Take cold call scripts for example, by using tools like call recording platforms, you can ensure that your team is following the new script, and you can measure its impact accurately. This data-driven approach keeps your experiments on track and enables you to make informed decisions based on real outcomes.
It’s important to help get buy-in to rely on individual contributors to give their input to the changes. Of course, they don’t typically make recommendations if it increases their workload, but their input as a starting point can accelerate consistent execution.
Differentiate between the suggestions for change that are in the best interest of easy work and those that are in the best interest of the experiment.
Conscious iteration is not an esoteric concept reserved for scientists. It's a practical methodology that can transform your B2B sales efforts.
By starting with precise experiment design, involving the right stakeholders, and tracking compliance, you can create a culture of experimentation that consistently drives revenue in a positive direction. Don't let your experiments remain ambiguous or your resources go to waste – take conscious iteration to the forefront of your sales strategy and watch your company thrive.
For more on this concept, you can check out our episode with Scott Stouffer, CEO & Founder of scaleMatters.
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