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In the Transform Sales Podcast #80, Amir Reiter interviews Steve Burton, CRO at the Point Company. Here Steve shares his background in sales and emphasizes the importance of providing value to customers. They talk about their best-fit clients and the need for alignment in sales methodologies. They also discuss the process of building target lists and the role of phone calls in their sales approach. They caution against solely focusing on cost when choosing an agency and advise businesses to consider success potential and realistic expectations. Overall, they recommend knowing your metrics and finding a partner who can help you achieve your goals.
In case you missed it…. these are the highlights
Would you briefly introduce yourself, your sales agency, and how you broke into the Sales Outsourcing Industry?
I’m Steve Burton. I’ve spent a significant part of my career as a consultant, setting up sales teams for tech companies all around the globe. Now, I’m part of The Point Co, an outsourced sales agency that I co-founded with my schoolmate, Ian Briggs.
The Point Co is a leading outsourced sales agency in Europe, specializing in top-of-the-funnel services. We’ve been in operation for over a decade, and our growth and reputation speak volumes about our commitment to excellence.
My journey into the sales outsourcing industry was quite organic. Ian had started a small operation, and when I decided to return to the UK, we joined forces. This partnership eventually led to the creation of The Point Co. My role within the company is to drive our strategy forward, acquire new clients, and ensure we’re always at the forefront of industry best practices. I’m particularly fond of the Cloud SAS marketplace because it provides us with valuable insights that help us grow and maintain our good reputation.
Who are your agency’s Best-Fit Customers?
Our best-fit customers at The Point Co. are primarily small to medium-sized businesses (SMBs) that are looking to scale their operations and increase their online presence. These businesses ideally have a clear vision of their goals and are willing to invest in digital marketing strategies. They value data-driven decisions and are open to implementing new marketing strategies based on data analysis. These companies understand the importance of digital marketing and are willing to commit to a long-term partnership with us, which includes being open to regular communication and feedback sessions.
Additionally, we find a great fit with businesses that have a product or service with a clear market need and have the potential for high customer lifetime value (CLTV). We also prioritize working with companies that operate ethically and have a positive impact on their community. These businesses value transparency, honesty, and integrity in their dealings, which aligns with our own values at The Point Co.
Let’s talk about a Success Story
We began our partnership with Palo Alto Networks, a leading cybersecurity company, with the primary objective of creating a robust pipeline and achieving a 10x return on their marketing spend. We provided our Sales Development Representative (SDR) service, a comprehensive solution that includes prospecting, lead qualification, and appointment setting. Our goal was to help Palo Alto Networks build a strong pipeline of qualified leads, thereby increasing their sales efficiency and maximizing their return on marketing spend.
Our team of experienced SDRs worked closely with Palo Alto Networks to understand their target market, identify potential leads, and set up meetings with qualified prospects. This collaborative approach not only helped them build a strong pipeline of potential customers but also significantly increased their sales efficiency. The results were outstanding, with Palo Alto Networks achieving a 10x return on their marketing spend. This was a significant milestone for them and a testament to the effectiveness of our SDR service.
“Beyond the financial success, our partnership also had other positive impacts. It helped Palo Alto Networks streamline their sales process, improve their lead qualification, and increase their overall sales efficiency.”
Moreover, it allowed them to focus more on their core competencies, such as developing innovative cybersecurity solutions, while we handled the time-consuming task of lead generation and qualification. This partnership is a great example of how our specialized services can lead to significant improvements in efficiency and return on investment for our clients.
What are the Top 3 tips you would give Buyers to increase the probability of achieving the result they want with your agency?
1. Have a clear understanding of your objectives: It’s crucial to know what you want to achieve with your investment in our services. This could be anything from financial growth, lifestyle improvement, or a combination of both. Having a clear vision of your goals will guide your decisions and help us tailor our services to meet your specific needs.
2. Get to know the market: I strongly advise doing your research and gaining a solid understanding of the property market you’re investing in. This includes understanding the demographics, economy, and property trends in the area. This knowledge will empower you to make informed decisions and increase your chances of success.
3. Engage a trusted advisor: I can’t stress enough the importance of having a trusted advisor or a team of experts by your side. They can provide invaluable advice, help you navigate the market, and assist you in making the right decisions. At The Point Co, we pride ourselves on being that trusted advisor for our clients, guiding them towards success in their investment journey.