Yi Lin Pei

As SaaS marketers, we often struggle to pick the right go-to-market (GTM) strategy. I mean...it can seem like there are too many to pick from. Should we double down on product-led growth? Build a sales-led motion? Or focus on community-led engagement? With so many options, it’s easy to feel stuck—and hard to know which strategy will truly drive results. That's why in the latest episode of The People of Digital Marketing, I brought Georgiana Laudi to help us unpack the strengths and weaknesses of various GTM strategies, including engineering-led, marketing-led, and more. She also explains why a Customer-Led Growth foundation is essential for any approach and how incorporating the Jobs-To-Be-Done framework ensures that her clients can meet the real needs of their customers. Some topics we cover: • Why Customer-Led Growth should guide your GTM strategy • The pros and cons of product-led, sales-led, and other GTM approaches • How Jobs-To-Be-Done helps uncover key customer insights to fuel growth If you’re navigating SaaS growth challenges, this episode offers clarity on building a strategy that truly resonates. Tune in now: https://lnkd.in/g2Yp4K9k #digitalmarketing #marketing #b2b #gtmstrategy

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With companies cutting CS roles, more work is falling on sellers' plates. To not get stuck with non revenue-generating activities, ask yourself these 4 questions each day: BEFORE START OF THE DAY (To focus): 1. “If this were the only thing I accomplished today, would I be satisfied with my day?” → Why it works: By not wanting to let your evening self down, it puts the most important thing to do into clearer focus. 2. “If I could only work 2 hours today on my business, what would I do?” → Why it works: It’s a forcing function of the 80/20 rule - 80% (or more) of your desired outcomes are the result of 20% (or less) of your activities and inputs. AT THE END OF THE DAY (To reflect and plan ahead): 3. “What if I could only subtract to solve problems?” → Why it works: The natural inclination is to think we need to do more, when having a “not-to-do” list is way more effective. 4. “What would it look like if it were easy?” → Why it works: If you tend to overcomplicate things, this question forces you to work backward from the end solution and find the most simple path to it. In sales, we’re taught good questions are the key to unlocking $$$. Sometimes, the best questions to ask are to yourself. BTW, I stole these from Tim Ferriss. I now welcome you to steal them from me. See how they change your performance. 🐝

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🚀 Pitching RevOps to Your Boss: Unlocking Sustainable Growth 📈 Convincing your boss about the need for RevOps is like explaining why every high-performing athlete needs a dedicated coach. Here’s why having a fractional RevOps team can transform your business: 🔄 Streamlined Processes: Aligning marketing, sales, and customer success isn't just about removing bottlenecks—it's about creating a unified customer journey. At elefante RevOps, we adopt the Winning by Design approach, ensuring every interaction is optimized to deliver value and drive revenue. This means smoother handoffs, fewer missed opportunities, and a consistently excellent customer experience. 📊 Data-Driven Decisions: In today's competitive landscape, gut feelings aren't enough. Our fractional RevOps team leverages advanced analytics to turn data into actionable insights, similar to the models used by Winning by Design. This results in smarter, more strategic decisions that drive growth and improve ROI. 💡 Expert Insights: Bringing in a fractional RevOps team means accessing a deep well of industry knowledge and innovative strategies. Our experts, trained in the best practices outlined by Winning by Design, provide tailored solutions that address your unique challenges and opportunities. 💰 Cost-Effective: Building a full-time RevOps team can strain budgets, especially for growing businesses. A fractional team offers top-tier expertise and dedication without the overhead costs. This allows you to invest wisely and see a higher return on your RevOps investment. 🚀 Scalability: Your business needs evolve, and so should your operations. A fractional RevOps team provides the agility to scale processes efficiently, ensuring you’re always equipped to handle increased demand and growth opportunities. This dynamic approach ensures you can adapt quickly and stay ahead of the competition. At elefante RevOps, we harness the principles and methodologies of Winning by Design to help you align your revenue operations seamlessly. Our mission is to empower your team, enhance customer experiences, and drive sustainable growth. #RaaS #RevOps #FractionalRevOps #BusinessGrowth #DataDriven #WinningByDesign #elefanteRevOps

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HubSpot Events and objects can tell different stories. Understanding the difference can transform your CRM strategy. I was chatting with Maggie P. about how you can tell them apart: - Objects represent processes or relationships and evolve as changes occur like someone getting a promotion or changing companies. They keep you updated on the current state of something. - Events capture moments in time—immutable snapshots of actions taken. They're about understanding historical changes, trends, and behaviors. Why does this matter? Knowing the difference helps you measure what's happening in your HubSpot instance more effectively. It enables you to align your data management with real-time business needs and historical insights. Why is this important? With this understanding, you can: 1) Update and manage your contact records more efficiently. 2) Track historical data to forecast trends and inform your strategies. 3) Elevate your business intelligence by integrating both objects and events into your CRM framework. Missed our webinar where we covered this in detail? No worries! Check out the full session here: https://lnkd.in/eXtaj_z2

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Why are we accepting low conversion rates like they're normal? You’re out there doing the work—writing proposals, speaking on stages, and filling your calendar with meetings. But when the results don’t match the effort, it’s time to pause and ask why. Too many businesses settle for a 10% conversion rate, believing that’s just how it goes. But it doesn’t have to be. The issue isn’t your effort—it’s that your pitch isn’t landing the way it should. Getting the meeting is hard enough, and your hard work shouldn’t be wasted once you’re in the room. Your voice matters. Let’s make sure people are listening—and your message seals the deal. #SalesStrategy #EffectiveCommunication #BoostConversions  

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I will generate, completely with AI in about 1 hr, content for outbound and ABM from 2 companies I don't know well using the Evergrowth custom value prop GPT Specific output > account research (possibly an account penetration plan with Jason Bay's framework) > ABM microsite outline > poke the bear questions based on signals for cold calls > 4Ts email I've done one for TitanX (formerly Phone Ready Leads®) targeting Vanta And was thinking of doing one for Outreach targeting a case study of Salesloft, or vice versa I'll share some of the text in the post, do a video overview, and share the thread for whoever comments Edit: which company should I do this for? and who should be the prospect?

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Imagine having access to a fractional revenue team that oversees your marketing and sales strategy—without the hefty price tag of a Chief Revenue Officer (think ~$350k+). For scaling companies, it's crucial to strike the right balance between growth and cost-efficiency. That’s where fractional services shine, offering three key advantages: 1️⃣ Tailored Expertise: With fractional services, you get specialized, high-level insights precisely when and where you need them. It’s like having a CRO who’s always focused on your most pressing challenges, without the full-time overhead. 2️⃣ Big Results, Smaller Budget: You can drive serious growth and optimize your sales funnel at a fraction of the cost. It’s all about making your dollars work harder. 3️⃣ Growth That Grows With You: As your business scales, your fractional team is there to ensure your revenue strategy always aligns with your goals. If this sounds like the kind of partnership that could take your business to the next level, let’s chat. 👋 #LeadGeneration #Sales #Marketing #Growth #GrowthStrategy #B2BLeadGeneration #SalesStrategy #ChiefRevenueOfficer

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Break this vicious cycle that 99% of enterprise sellers face: - Hustle hard - Win a large deal - Think back to what paid the huge commission - Hustle harder - Repeat - Strain relationships - Burn out Instead, choose a more sustainable path. Create a personal operating system: - Work intensely but in a thoughtful way - Prioritize health - Automate, outsource, and collaborate - Develop principles and habit stacks - Fuel, not drain, important relationships - Manage energy, not just time - Seek impact over activity Be the 1%. Become a category of one. This will unlock the door to bigger things and more control over your calendar. 🐝

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5 harsh truths about profitably scaling a DTC brand in 2024 and beyond. This is going to upset some people. 1. DTC and in-house manufacturing/fulfillment don't mix. It drives too much fixed overhead, and unless you can reach a 9-figure annual revenue, it's going to wipe out your profit and cash flow. 2. The DTC brand with 9-figure aspirations must expand into physical retail. Sorry, that's just where the 9-figure addressable market lives. Getting to $50m-$75m DTC can be doable, but if you want to scale beyond that, get ready for retail. 3. Repeat purchase is designed into your product catalog during development. It can't be fixed through advertising efforts. 4. The profitable DTC brand that reaches $20m+ in annual sales through paid advertising has high gross margins (+/-80%) and can turn a profit at a 2 MER. 5. To continue turning a profit at scale, see 4. above and keep your overhead lean, <10% of revenue. Achieve this through outsourcing instead of taking on massive head count. This is part of why 1. above is a harsh truth. Are there exceptions to these truths? Of course there are. But you shouldn't run your brand assuming you'll be the exception. You should run it assuming you'll be the rule. Agree or disagree? -- Find this post helpful? Want more useful content about scaling a DTC brand profitably? Consider giving me a follow.

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My go to strategy. Great book on the topic besides "The 21 immutable laws of Marketing" by Trout& Reis whiuch you suggested is "Play Bigger". "Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets" by Porter, Maney, and Murray. The book presents a framework for disrupting markets and creating new ones. It argues that successful companies "play bigger" by redefining their market and industry, creating new categories, and dominating existing ones.. You design the category so you can be the only one who fills it. Build the brand so it by definition dominates the category. Get some traction and invite in competitors to grow the category... You'll always maintain dominant marketshare if your brand is synonymous with the category.

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Are you launching your products every quarter and feeling like you’re not reaching your full potential? Here’s the thing... Say you have the same offers, strategies, content volume, list growth, and ad spend, by ONLY launching quarterly and not implementing our sales ecosystem, you’re likely only reaching half (or less) of your sales potential. That’s a lot of missed $$$... I'll show you what I'm talking about here: https://lnkd.in/gxCbj6CP

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Matteo’s been posting for 9 mths and has only 4 clients. We chatted yesterday and he shared → "Clients are leaving after 4-6 mths" → "My conversion rate on calls is terrible" → "My inbound leads are all the wrong fit" And worst of all, he's spent 100's of hours on LinkedIn, not making the money he deserves. → So today I spent 3 hours making him → A 42 minute personalised training on → Exactly how he can hit his dream goal $80,000 per month on LinkedIn... I've already him the training directly, but if you want access? Click here to access - https://lnkd.in/g2sgGtBs PS - I promise this traing will be 100x better than the gurus "comment for 2 hrs a day" bs. Trust me.

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If you’re looking for a quick and easy way to add call prep notes for your sales team using AI, we’re giving a 20min walk-through at 9:30am Pacific in Pavilion’s ELEVATE:OPS today! There’s several other great talks for RevOps leaders as well, check it out! (Link in first comment)

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AE's and AM's are in the most stressful era of their lives. ⬇️ Pipeline = ⬇️ Mental Health Let's break it down👇 AI has exponentially increased the # of emails sent. W/ more noise, there's more pressure to book meetings on the phone📞 But Gen Z is a texting culture, not a phone call culture. Call a Gen Z'r & you'll most likely end up in their voicemail with a "wyd?" text. So now that we have less pipeline... There's more pressure to close the deals in your pipe & retain + expand your current customers. So leadership pressures the AE's + AM's to perform at an IMPOSSIBLE level. It's like going to baseball player and asking them to get a hit every single time. It just ain't gonna happen. The impact: AE's and AM's are in a "make or break" mentality. Most are ending up in the break or "GTFO" mentality. So here's the 3 things we need to do: 1/ Build better pipeline 2/ Run better sales cycles 3/ Be better leaders that focus on meaning + culture > pressure Ps - I stole this whole talk track from Mark Kosoglow on his most recent episode of The Rising Leader podcast. On this show we break down all of the above and how to solve for it👇 Check it out here - https://lnkd.in/gyc9Wri2 Pps - Great pic from Outreach days circa 2018. In the sales pit!! #sales #leadership #SDR #AE

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Calling it right now - deep account research is going to be table stakes for enterprise... and honestly any decent deal size. Everyone talks about being personal, researching 10ks, job posts, websites But I think even experience reps end up leaning into 1-2 data sources and doing some keyword extraction Today we shipped a Clay table for a client though (shoutout to Nate Fernandez) the extracted AI initiatives from job posts and news articles Guess if the company is using custom models Then used Perplexity to guesstimate the monthly inference spend I think for the next couple years this is going to be a significant value add But within a few years it will become table stakes to pull initiatives and infer pain from pretty much every online data point for every significant size company I think we'll always have spray and pray to a degree... But honestly, I think sales will be a better place because of AI That said - it WILL become very easy for reps to lean on AI, and not really understand what prospects truly want and why Just parroting words fed to you by an AI agent doesn't actually grant understanding We need to use AI as a learning and prioritization aid, not a replacement for thinking entirely So there has to be a balance of subject matter expertise, human training, and GTM engineering Still... It's gonna be a wild few years

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Mid-Market and Enterprise Sales is a different game. You're not closing them for a reason. For your company to have the best possible outcome on every opportunity, these 4 things should happen. 1. A True Needs Assessment - No pain or gain. They aren't buying. Period. 2. Internal cross-functional communicating the when, where, and why. 👉 When does the opp want to make a move? 👉 Where are they coming from? Have they used a service like yours before? 👉 Why does your company deserve their business, and why might your company not? 3. Co-Sell your ass off. Have executives from every department available for calls based on the customer's needs. 4. Be flexible. You think your product or service is special, and you have a system or process you want to stick to. Guess what? Your next buyer doesn't care. When the market shifts, you can get back to that. Also, I was told images do better on LI, and Eric Iannello makes fun of selfies, so you get this cartoon image of nobody instead. #salesprocess #salesdevelopment #saas #3PL #richhtsgoals

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If you have high ACV and reasonable retention, the very best way to do outbound is to get your reps on the road meeting with customers in person. This should be in the form of 1x1 meetings as well as hosted events and dinners. People respond to geo-based emails that say, “I’ll be in your city next week and hosting a dinner of top CISOs, can you make it?” High activity and low conversion methods like cold calling or spamming simply don’t work anymore. Hire great (personable) reps and get them on the road.

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