How to Fish in the Same Pond Without Pissing Everyone Off

In this episode of the Predictable Revenue Podcast, Collin Stewart reconnects with Matthew Roberts from Mosaic to discuss the evolution from broad-based prospecting to a hyper-focused strategy.

This transformation marks a significant shift in sales development, especially pertinent for those venturing into the field. They dive into the complexities and triumphs of efficiently refining their approach to target a specific market.

The Evolution of Sales Development at Mosaic

Initially casting a wide net with 100,000 accounts, Mosaic’s sales development team, under Matt’s guidance, has meticulously honed its focus to 8,000 accounts, managed by 9 BDRs. This strategic narrowing was not a mere number reduction but a transition to a data-driven, quality-centric prospecting effort.

By evaluating revenue-generating activities and leveraging data to iterate their approach, the team has shifted its strategy from quantity to quality, significantly enhancing its prospecting efficiency.

Matt highlights the increased quality of their work as the team focused on a smaller, more defined market segment. This emphasis on quality over quantity has made their efforts more effective and increased the probability of successful engagements.

As they navigated the challenges of working with a smaller pool of accounts, strategic adjustments were necessary to maintain productivity and effectiveness. These changes have positively impacted the team’s ability to connect with the right prospects and prioritize the most promising opportunities.

This strategic pivot towards hyper-focused prospecting, underscored by the importance of data, iteration, and personalization, reveals the essential components of successful modern sales development.

Evolving Strategies in Account Prioritization

As Collin and Matthew discuss the nuances of Mosaic’s evolving prospecting and account prioritization strategies, they delve deeper into the details. Matt highlights the collaborative nature of these refinements, involving key stakeholders from various departments.

This unity has been instrumental in steering the team towards a cohesive approach, aligning with the shifting focus towards a more defined target market of 8,000 accounts.

The Iterative Process of Account Tiering

An iterative process of account tiering marks Mosaic’s journey towards hyper-focused prospecting, continually refined through customer data analysis. This dynamic approach sees accounts moving across tiers annually, influenced by fundraising activities, company size, geographic presence, and tech stack.

Matt illustrates the fluidity of this process, where accounts can drastically shift in priority, reflecting the evolving landscape of their target market.

Beyond static tiering, Mosaic employs real-time triggers and intent signals to adjust account prioritization. Events like hiring new C-level executives or recent fundraising rounds can significantly boost an account’s relevance, regardless of its tier.

These indicators, suggestive of a prospect’s readiness to engage, are essential for SDRs in identifying which accounts warrant focused attention.

Leveraging Tools for Enhanced Prioritization

Matt acknowledges the contribution of tools like Account Aim in furnishing the sales team with up-to-date data and aiding in identifying high-priority accounts.

Such tools enable the team to respond swiftly to developments like company growth metrics or website interactions, ensuring that efforts are concentrated on the most promising prospects.

The Imperative of Persistence

A key takeaway from Mosaic’s experience is the importance of persistence in sales development. With an average of 57 touches needed to secure a meeting and a typical six-month journey from initial contact to opportunity creation, Matt underscores the value of consistent, meaningful engagement.

This approach, prioritizing persistence over perfection, has been a cornerstone of Mosaic’s successful outreach strategy. It affirms the efficacy of blending detailed account prioritization with real-time insights and steadfast follow-up in prospecting efforts.

Strategic Collaboration and Data-Driven Prioritization

The journey of hyper-focused prospecting at Mosaic unfolds as a tale of strategic collaboration and data-driven decision-making. Collin’s discussion with Matthew Roberts sheds light on how leadership across various departments at Mosaic comes together to refine their sales development strategy, ensuring alignment with market dynamics and the company’s goals.

Dynamic Account Tiering: A Continuous Process

Evolving Strategy: The process of account tiering at Mosaic is dynamic, with continuous evaluations leading to significant yearly changes in account prioritization.
Data-Informed Decisions: Strategic adjustments are informed by up-to-date data, reflecting Mosaic’s agile approach to targeting and engaging with its market.

Real-Time Triggers and Intent Signals

Beyond Initial Tiering: Matthew underscores the importance of real-time triggers, such as new hires or fundraising events, which can instantly elevate an account’s priority, showcasing the need for SDRs to adapt their focus swiftly.
Engagement Over Conversion: The strategy emphasizes nurturing prospects with valuable content, advocating for a balance between delivering value and seeking opportunities for meaningful conversations.

Persistence in Sales Development

The Magic Number: Highlighting the “57 touches over 6 months” metric, Matthew illustrates the persistence necessary in modern sales development, advocating for consistent and value-driven outreach to maintain engagement with prospects.

Tactical Insights: A Day in the Life of an SDR

Personalized vs. Scalable Outreach: Mosaic’s SDRs employ a blend of highly personalized messages for engaged prospects and scalable communications for new contacts, ensuring relevancy and efficiency in their outreach.
Leveraging Technology for Efficiency: Tools like Account Aim are crucial in streamlining the prioritization process, providing SDRs with actionable data to focus their efforts effectively.

Account Aim

Mosaic has revolutionized its approach to sales development, particularly through the innovative use of Account Aim. This tool has become instrumental in transforming how Mosaic identifies and prioritizes high-potential accounts by pulling critical data from Salesforce, which is then tailored according to Mosaic’s unique criteria.

Additional data scraping for specifics, such as rapid growth or finance team sizes, provides an extra layer of precision in targeting.

The introduction of Account Aim marked a pivotal shift in Mosaic’s prospecting process. Initially delivering the top 25 accounts weekly, the strategy evolved to provide 10 accounts daily, allowing SDRs to focus their efforts more pointedly on the most promising prospects.

This efficiency leap meant that SDRs could dedicate the bulk of their day to personalized engagement across multiple channels, significantly reducing the time spent on manual research.

Strategic underpinnings of Mosaic’s success

Maintaining, if not increasing, the rate of meeting bookings despite dramatically reducing their account base. This focused approach not only streamlined the SDRs’ daily tasks but also ensured that every action taken was aligned with the company’s broader objectives of engaging the “right accounts.”

Moreover, Matthew touched on Mosaic’s openness to exploring new markets and verticals, demonstrating the company’s adaptability and commitment to growth. This willingness to test new waters and expand its target account base underlines Mosaic’s proactive stance in the ever-evolving landscape of sales development.

Conclusion

Mosaic’s journey to hyper-focused prospecting, from casting a wide net to selecting 8,000 key accounts, showcases a pivotal shift towards quality over quantity. Enriched by data insights and team collaboration, this approach has boosted outreach efficiency and engagement quality.

Tools like Account Aim and real-time data triggers have optimized SDR workflows, enabling tailored, impactful communications.

Persistence is vital, with “57 touches over 6 months” highlighting the need for steady, valuable connections to secure meetings. Despite a narrower focus, Mosaic’s meeting rates have been maintained or improved thanks to this persistent engagement and openness to exploring new markets. Ultimately, Mosaic’s success story illustrates that forging strategic, personal connections matters more than sheer outreach volume in sales development.

Learn from Matthew Roberts at Mosaic how focused prospecting can revolutionize sales outcomes. Reach out to explore Mosaic’s innovative approach to sales efficiency!

Discover how Predictable Revenue can elevate your lead generation and sales strategy for impactful growth. Let’s connect and drive your revenue to new heights!

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