Relativity Consulting Elevate Your Company's Sales Performance Thu, 19 Aug 2021 17:22:09 +0000 en-US hourly 1 Relativity Consulting 32 32 183548433 Drive Predictable Revenue With The Right Sales Candidate! Fri, 20 Aug 2021 10:00:00 +0000 The post Drive Predictable Revenue With The Right Sales Candidate! appeared first on Relativity Consulting.


The post Drive Predictable Revenue With The Right Sales Candidate! appeared first on Relativity Consulting.

Founders: Ready To Hire For Sales? Learn Sales Hiring Tips To Minimize Your Risk On The Wrong Choice Sun, 08 Aug 2021 22:03:39 +0000 The post Founders: Ready To Hire For Sales? Learn Sales Hiring Tips To Minimize Your Risk On The Wrong Choice appeared first on Relativity Consulting.


Have you heard all of the horror stories from other founders about hiring the wrong sales rep? The potential sales churn is real for a startup but knowing what qualities to look forward what to ask in an interview can help you avoid spinning wheels on the wrong hire. By the way, the expense with churning an Account Executive can be as much as 18 months of their salary. In tech startups that could be as much as $150k+ which can be detrimental to an early stage. Read these tips on how to find the best match for your org:

Indicators That Your Startup Is Ready For A Sales Rep

  • Do not hire anyone for sales until you have product-market fit and have sold at least 10 deals yourself as a founder. You must prove the sales process yourself. As the founder, you’re the only one that can bring the original passion to your product/service that will initially sell it. Once you validate product-market fit then you can teach your value prop, sales process, etc to a new sales hire to execute.
  • Is your customer lifetime value (CLTV) over $5k? If it is, then you’re more than likely ready for a sales hire.
  • If your CLTV is over $5k then you more than likely have a complex sales process that a rep can provide value in navigating. Great sales reps live and breathe problem-solving for their clients and will add the most value to your organization in this way.

Qualities To Look For In Your First Sales Hire

Startups need to scale and grow revenue so it makes sense to hire a sales team at some point. Here are some key qualities you need to really focus on feeling during the interview process to ensure they are a great fit for your stage in growth. There are great reps but not everyone is ready for the constant change and uncertainty that a startup environment can have.

Leadership Qualities: Coachable and desire for constant learning, inspirational, shows passion to make a big impact on the world vs. immediate large paycheck (outward focus vs. inward focus). Accountable for results. Can voice their career vision so you can evaluate their fit into the growth plan of your company.

Communication Qualities: Detailed communicator. Extroverts however introspective as they’ll need to be very flexible with customer personality styles. Your ideal customer may change while you continue to grow and pivot as a company. Empathetic, active listeners perform well.

Sales Style: To really understand a rep’s style, ask for examples of how they exceeded sales goals and delighted customers. Ask them about times when they lost a deal and how they handled it. This will tell you about their resilience and ability to handle the emotional sales rollercoaster. What does the sales rep do when they are handed leads? You want to hire someone that understands the importance of outbound prospecting vs. waiting for leads.

Consultative selling skills are required for startups. Being able to enroll your customers and solve their problems with your company’s solution will be critical. Ask your candidate to give you an example of when they were able to break into a new account, build a relationship that perhaps was looking at the competitor and convert them to a sale.

Culture Is King: This is so important as they will be holding the flag for your company, selling not just your widget but the story behind the widget. If they don’t feel comfortable or supported by your team and they are a high performer, they will leave prematurely on you so set them up for success by hiring for a good culture fit.

Check Their Network: Check with former colleagues and clients before you hire them. You want to hire someone that is delighting their customers, collaborating with colleagues, and making a positive impact in their work environment. Checking a person’s network can be done easily through LinkedIn if you aren’t already connected with them. See where they worked previously and make some cold outreach prior to checking the reference contacts the candidate gives you. Provides some additional context for your hiring decision.

I hope you find these tips helpful when looking to hire one of the first reps. It is a big step and if you’re reading this article, you must take it seriously. My mission as the founder of Relativity Sells is to help tech founders accelerate their revenue by translating their secret sauce to their first sales team and maximize rep performance through enablement. For more weekly sales tips or information please visit Relativity Sells or follow Amy Looper, Founder.

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Empathy: The Key To Building Trusted Business Relationships Sun, 08 Aug 2021 21:33:03 +0000 The post Empathy: The Key To Building Trusted Business Relationships appeared first on Relativity Consulting.


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Relativity Sell’s Founder, Amy Looper Featured In Sales Hacker Wed, 02 Jun 2021 00:35:35 +0000 The post Relativity Sell’s Founder, Amy Looper Featured In Sales Hacker appeared first on Relativity Consulting.


Are talk tracks just a fancy new tech take on sales scripts? Not according to these sales and sales enablement experts. Software tools are constantly improving their platforms with new features, new product lines and new uses cases. Talk tracks are a helpful tool for sales reps, both new and experienced, to practice new pitches, share new info and have confident conversations with their prospects.

Hold up: What is a talk track?

A sales talk track is an outline for sales reps to follow during meetings with prospective customers. While strict call scripts constrain an SDRs ability to guide meaningful conversations, too little structure results in reps winging it, resulting in missed opportunities.

“The most important sales conversation your rep has is the first discovery call. It should be used to truly understand your prospects needs, timeline, and how you can help solve their problems. By having a great discovery call, you are set up for a successful follow up meeting. Talk tracks play a huge role in your new reps’ success by providing them an outline they can rely on, and more senior reps can feel confident when they have a new product to sell or a new industry to break into.

Sales leaders know that selling is all about having conversations. Talk tracks give these conversations structure so your reps can focus on creating value, controlling the process and winning deals.

Sales enablement leaders like Amy Looper, Founder of Relativity Sells, recommend creating talk tracks collaboratively. Make sure “everyone agrees on the messaging, stresses value and ensures an understanding of the ideal customer profile,” she recommends. “The format and questioning used helps to qualify and disqualify leads.”

Don’t make the call about who you are, your company, and your product features. Talk tracks resonate when you talk about the prospect, not yourself.

Leslie Venetz, New Business Development Director at Procurement Leaders says starting out on the right foot is critical. “Too often I see reps starting their sales conversation with a run down of how long they’ve been with the company, where the company has offices, or a list of product features. Why would your prospect care?” She compares this to pulling out a resume on a first date. “Without learning anything about your partner, you started with a list of everything about you that you believe a stranger should care about. It would be off-putting.”

Do try to understand your buyers and actively listen.

“REALLY listen, and then build your talk track around the buyer,” recommends David Weiss, Regional VP of Sales at Seismic, “It should sound different every time, but with some core themes that are expertly woven in based on what you heard.”

Haley Szelkowski, SDR Manager at Thomson Reuters, agrees saying that, “just like in sports you need to be on the balls of your feet actively listening and adapt your track to what the client has said and build from there. If you go in with a script and are not ready to deviate from it… it’s hard to win any game that way.”

Don’t wing it. You won’t get the answers you need or present the value to your prospect.

It’s all about practice, practice, practice. Jack Wilson, Sales Coach/Trainer and Mentor at The Sales Rebellion, advises practicing, “until you internalize them to the point that they come across as natural and conversational as opposed to overly rehearsed and prepared. Don’t memorize the words, instead understand at depth what you’re really talking about.”

Do come prepared with a clear objective. Matt Scheitle, Revenue Enablement Manager at recommends building an objective or call to action into your talk tracks.

“Develop your objective or call to action, work with your product marketing team, and then A/B test your talk tracks at different levels. Most importantly make sure your talk tracks follow your customer journey and sales methodology.”

Enabling your sales reps with talk tracks

Talk tracks help SDRs succeed through thorough planning and enablement. But that can only happen if you create a centralized process for building, testing and training your reps on new talk tracks (with the right messaging). This ensures that reps are consistent and confident in presenting value to prospects.

How to build talk tracks

The first step is to brainstorm the framework for talk tracks with your reps, according to the Director of Sales at ClearCut Analytics, Jake Bernstein. “Talk tracks are often derived from particular challenges or objections reps receive in their outreach,” he explains.

Next, let your sales teams personalize their talk track. Joe Latchaw, Outbound Specialist at NTT Data, adds that, “just presenting your team with a script comes off as demanding. If they are included in the process, it will truly be a team effort.” Successful sales teams need the freedom to make talk tracks their own. “Most reps don’t want to read off a script, and customers don’t want a robot selling to them,” says Rich Adams, Sales Enablement Manager at Zoom.

Finally, remember that talk track enablement is not just for the sales teams. Be sure to include other GTM teams when testing out a new talk track. Jen Ferguson, Director of Sales at Inside Out, explains that, “with weekly reviews this allows us to see what is working and what isn’t. We adapt based on the voice of our customer, always shifting our approach for better results.”

How to train reps on talk tracks

How do you funnel all of this information into an effective training program? Distill it. The goal of training is not for reps to remember everything. Practicing realistic scenarios through role playing new talk tracks is a great way for sellers to learn the material.

This approach focuses on building confidence with new material, rather than memorizing line by line. Alicia Avrach, Sr. Director of Sales Productivity at Workato, shares how her organization focuses, “not so much on AEs using the story as-is, but more about them learning the key points. When the differentiators and pains become muscle memory, they can really focus on the prospect conversation.”

Not surprisingly, the best advice is to practice. Matt Scheitle says to, “give them cues to engage with based on different market verticals and personas. We then evaluate the performance of reps and review calls regularly in Chorus to make sure the talk track is landing with customers.”

As a sales leader, you should understand the new talk track just as well as your reps. Kelli Coughlan, Enterprise Sales Team Lead at ZeroFox, says it’s important to,”critique your own phone calls as well as the team.” Everyone speaking to customers needs to lean in because, “we’re naturally resistant to change,” reminds Derek Jankowski, Creator at Next Level Sales Leadership Project. “So understanding the purpose and teaching them the ‘why’ behind a message, helps them buy into the change.”

New talk tracks are needed for many reasons and reps will want to understand the rationale of introducing something new. Brain Wool, VP of Growth at StorySlab, says it could be, “something that’s occurring internally, like messaging not resonating, or a shift in the marketplace, like COVID-19.”

Confident reps who understand the messaging will show their prospects how excited they are about these new changes. T. Melissa Madian, Founder and Author at TMM Enablement Services, likens a talk track to a performance saying, “just like a movie script, a talk track is useless without emotion, passion and practice! Give your sellers the opportunity to learn their script, then let them make it their own so the buyer can feel their passion.”

How to build continual improvement into the process

Sales reps should continue to practice their talk tracks even after they complete their sales certification. Jake Bernstein says that his team will “share highlights after the talk track is put into action in group settings, or via Slack. We work to zero in on specific words and phrases that might work.” What does a successful talk track look like? “I look for positive responses or creative tension. You know your talk track is working if you gain agreement, or if you get someone asking questions to learn more. If you are getting shut down, or lots of redirects, you’re off base and not active listening,” says David Weiss. To see how SDRs are performing at a team level, Brain Wool says, “measure, measure measure. If you’re introducing a new talk track, there is a reason. Are you trying to generate more opportunities? If so, what’s your current conversation rate to meetings booked? After introducing and training the new talk track, did your metric increase or decrease?” Jack Wilson takes a straightforward approach when asked how he measures success. “Easy peasy, increase in both conversions AND no’s. If your tracks are good you get the truth which is that they’re either interested or not.”

Giving your sellers the content and tools they need

As Brian and Jack emphasized, it’s important to measure the success of your reps when using a new talk track. Sales tools can surface the fine details of a call and give much needed context for one-one-one coaching.

Best tools for enabling new talk tracks

“Gong is a great tool to track these types of things. But more than anything I love to be with my reps in the trenches. Nothing replaces real coaching and ability to pivot in the moment,” says David Weiss.

Matt Scheitle and his team use their own platform,, to effectively measure their success. He also finds that, “Outreach is great for emails, where their in-app reporting allows us to track and correlate success with the opportunities it’s tied to.”

In some cases, you can use a sales engagement platform, which Leslie Venetz says “helps build consistency into the talk tracks that are used for cold outreach.” Without a more active approach, it’s more limited but can get you on the right track.

So what about the more proactive options?

LeanData’s VP of Sales Development, Rob Simmons, uses Kaia, a new real-time conversational intelligence tool from Outreach. “Kaia gives me peace of mind knowing that every moment, note and next step is captured in every meeting. Not only does it help me coach after the fact, but there’s even a proactive element where content cards pop up to help the sales reps in the moment. “Conversational Intelligence is a huge benefit to any sales leader, as it helps us listen to recordings and coach after the fact. Kaia takes it one step further by helping in the moment, when coaching is needed most” says Rob.

Content your reps will need in the moment

Providing the best enablement for talk tracks is not just about preparing ahead of time — or improving after the fact. Reps will be asked questions about competitors, integrations, and pricing on calls. Be sure to give them the answers they need in the moment to drive home the value of your product and make an impression on their prospect. Kaia offers “content cards” that become available on cue during prospect calls. This lets reps respond in real time with confidence to questions like, how does your product compare with your competitors? Or, which tools do you integrate with or have extensions for? You’ll have the same on cue help with pricing cards to answer contract and licensing questions.

What’s next?

When you start building your new talk track, run these insights by your sales reps and collect feedback on what they need to see. Include your reps in the build out to increase their confidence and understanding of the upcoming changes. Get your tools ready and decide which metrics you’ll use to measure the success of a new talk track. For example, Kaia offers on cue coaching and then generates an email summary of the call. Michael Wilde, Account Executive at Honeycomb says it, “allows him to be more focused during meetings as I don’t have to spend my time writing down notes.” He’s able to follow up faster and build stronger relationships with his customers. The introduction of conversational intelligence is an exciting way for enablement teams to support their reps needs. By collecting intelligent insights from every single customer interaction, it’s straightforward to take that information to coach your reps.

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How To Strengthen Discovery With Clients In 6 Easy Steps Tue, 18 May 2021 02:15:05 +0000 The post How To Strengthen Discovery With Clients In 6 Easy Steps appeared first on Relativity Consulting.

Not converting initial calls to meetings? Are your reps demoing your solution, getting proof
of concepts (POC) placed but not driving sales home? Perhaps you’re a founder or co-
founding CTO solidifying your pitch to potential buyers but not seeing the traction you were
hoping for. Your technology is the most disruptive, innovative and best in class right?

We see this problem among tech companies of all sizes. Clients demoing but not converting.
Clients raising their hand to test the latest technology, you implement a POC and it sits on
the shelf. Why would any of this happen? The client owes you better attention and respect
than that right? WRONG….

“The most common sales area that needs

improvement for vendors is the discovery

process & empathetic listening. Diving into

features/ benefits before fully understanding

the client’s strategic initiatives minimizes the

ability to create an impactful partnership.”


-Amy Looper, Sales Leader & Founder of

Relativity Sells

Let’s dig into how we can engage our clients in a meaningful way and stop boring our clients with stories about our company and our technology. It’s about solving their business issues!

Follow These 6 Steps To Strengthen Your Discovery Process:

1. Set the agenda for your initial discovery call with intention. Ensure that you include the meeting agenda in your calendar invite for easy reference by your client. Most importantly, ensure your agenda brings value.

Example: “The purpose of this call is to learn more about your company’s recent shift into healthcare after the pandemic hit and how you’re adjusting to the influx of business to support. Gaining your feedback on your recent experience growing in this marketplace is helpful so we can best support you in return. If at the end of our call you find our new healthcare management tools of value, a typical next step would be setting up a demo of our solution. Does that sound good to you? Please let me know if there are any other items you’d like to cover during this time.”

2. Show Up Prepared. Press releases, annual reports, online sources such as Crunchbase, Pitchbook, LinkedIn, Twitter are all great ways to understand more about your prospective
clients within the technology industry. The more research you do prior to a call with a
decision-maker the better you’ll have a chance to build rapport, ask questions that they find
insightful instead of the generic sales pitch. Your ultimate goal is to position yourself as an
advisor. Whatever you do, don’t just hop on an in-depth demo without understanding the
client’s business issues which takes me to point #3.

3. Don’t Make Assumptions. You wouldn’t want anyone to assume anything about your business so don’t make an assumption that you understand your potential client’s business.
DO ask them about their vision, their strategic initiatives, confirm info that you may have
seen in a press release but never assume you know their pain because they are similar to another one of your clients. Each client is unique!

4. Focus & Lead With Authentic Questions. Great discovery comes down to the questions
you ask. You’re going to ask more authentic questions if you’re truly dialed into the
conversation and interested in the potential buyer. If the customer mentions that they are
struggling to keep up with the workload in cybersecurity after 2020, you have an
opportunity to empathize and ask them how you can help them. You may be surprised at the
new ways you find to partner with your clients to support them. Need help with empathetic questioning, refer to this list here.

5. Read The Customer & Stay Flexible Without Losing Authority. As noted in
Challenger Selling, there are well over 7 stakeholder personalities involved in every major
technology purchase. Knowing whom you’re talking to, their motives, and reading their
personality is key to keeping the discovery meeting on track. If they are very technical and
are someone who needs to “see it before believing it” then you may just need to give them a
high-level demo while you’re running additional discovery. You may see some buyers not
want to build rapport and just get down to the facts. That’s ok, not everyone is going to be
your happy hour buddy. Staying flexible in working with each personality is critical.

6. Record Discovery Calls. It can be difficult to get all of your discovery questions
answered within the first discovery call. Depending on your sales process, you may have
more than one discovery call with multiple stakeholders. Recording these enables you to
refer back to them for sales detail, use them for market research and practice to improve
future performance. Easy to install apps such as, can transcribe your
Zoom call. Enterprise software like Gong and Chorus gives you the ability to record, make
comments on call recordings for future reference and coaching.

Relativity Sells coaches and provides sales enablement to technology companies around the globe. Relativity’s founder, Amy Looper took her passion for helping technically trained business owners and reps connect with their buyers in a more meaningful way during the sales process. Her coaching and sales enablement services are designed to help vendors understand their competitive positioning, customer’s buyer journey to create meaningful impact, driving long-term revenue and increasing win rates within the sales team. Prior to Relativity Sells, Amy spent 17 years in sales leadership, corporate enterprise sales roles (Fortune 500 cybersecurity, healthcare IT SAAS) where she was awarded 4 President’s Club awards and top sales awards from leading equity firm, Vista Equity. For more information please visit

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How To Systematically Set Your SAAS Sales Up For Explosive Growth Thu, 25 Mar 2021 22:54:09 +0000 The post How To Systematically Set Your SAAS Sales Up For Explosive Growth appeared first on Relativity Consulting.


Did you know that over 80% of Series A companies fail?  

Think about all of the sweat equity you’ve put into building your company through pre-seed, not to mention the countless hours spent pitching to investors to achieve Seed or Series A funding.  You’re now faced with tripling revenue growth this next year because your investors want to see results and the overall odds of success are stacked against you. 

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Do you hurry to hire 15 reps and see which ones make it through to the final round of Hunger Games?  Do you have the sales leadership, training, and revenue operations in place to support that level of hiring?  How much recruitment effort will it take to hire the best rep for your company?

Before you scale your sales team you need to ensure that the following areas are proven within your organization: 

Product Market Fit:  Founders that have proven out their go-to-market strategy, acquired customers themselves have the best chance at being successful when handing the reigns over to their first sales team.  Sales and marketing do have a component of experimentation to it but you shouldn’t rely on your first sales hire to proven market fit for you.  That’s setting them up to fail and for you to spend $100k+ on rep churn and additional priceless go-to-market resources.

How do I know if I have a product-market fit?  Which indicators tell me that we have a winner?

While lagging indicators point to metrics such as revenue, profit, and retention rates, as a software company you should look at the current speedometer. 

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Systematic Growth Leading Indicators

Measuring lagging indicators is helpful when reviewing last year’s results not setting the future state of your business.  Technology markets and buyers are evolving at light speed so how do you know that your customers are currently finding value in your product?  

I recommend that my clients look at the following leading indicators  (Note these should be adjusted based on your overall goals)

  • Meeting Conversion Rates
  • Number of Meetings – 14 Day Lookback 
  • Number of product upgrades recommended 
  • Net Promoter Score
  • Product Adoption Rate

Organizing your sales using as much data modeling as possible is so important so you can prioritize your investment of time and money into the right buckets between increasing the marketing funnel, recruiting for the right sales team, and support ongoing revenue performance.  

At Relativity Sells, I partner with tech startup founders to grow their revenue through this  3-step process which builds the level of sales readiness and ongoing sales leadership a company needs when transitioning from founder-based sales.

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I believe that when setting up your startup to support a sales rep or team it takes a systematic approach to ensure that you’re setting your business and new hire up for success.

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The Passion Behind Relativity Sells Mon, 08 Feb 2021 21:09:14 +0000 The post The Passion Behind Relativity Sells appeared first on Relativity Consulting.


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Revenue Growth Hacks: Relativity Sells’ Interview On Modern Sales Management Podcast Wed, 13 Jan 2021 19:55:56 +0000 The post Revenue Growth Hacks: Relativity Sells’ Interview On Modern Sales Management Podcast appeared first on Relativity Consulting.


I recently had the pleasure of sitting down with Josh Paul, CEO of PipelineOps, a premier Hubspot partner headquartered in the Greater Phoenix, AZ area.  We discuss how to overcome the most common challenges startups face when growing revenue, expanding the sales force, and more.  Listen to our conversation here!

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Six Ways To Prepare Your Startup For Remarkable Growth In 2021 Tue, 05 Jan 2021 01:59:53 +0000 The post Six Ways To Prepare Your Startup For Remarkable Growth In 2021 appeared first on Relativity Consulting.


Growing revenue in an early-stage company takes relentless grit, determination, and trust in the sales process. As we start the climb to new goals in the New Year, review your sales engine in the following areas to ensure you’re aligned to crush your goals this year:

  1. Is your Ideal Buyer Persona building your pipeline? Early-stage companies go through many iterations of the ideal buyer persona as they identify their best path to success within an industry. You can’t solve problems for customers that aren’t a good fit for your solution or service so it may take two or three revisions before settling into serving the right client that can 10x your growth. Need to refine your buyer persona in 2021? Hubspot provides a great template for this here.
  2. Forecasting Is A Mix of Mostly Reality With A Bit of Stretch. How was your forecast attainment in 2020? Did you consistently hit or miss your goals? Setting a big, hairy audacious goal can be fun but can also very ineffective and deflating to your revenue team if you’re not forecasting revenue with reality. Imagine ending last year with $400k in revenue and then making a goal in 2021 for your team to hit $4M. No resources to significantly ramp marketing, sales coverage, or operations to fulfill client delivery. WISH is also a four-letter word. Revenue forecasts can be met repeatedly when you have 3x the amount of pipeline to support your sales goal and a strategy around your top accounts and new business acquisition to reach your growth goal. You may want to keep your high revenue forecast for the year but take bets on achieving a smaller number in Q1 to allow your team time to build a supporting, qualified pipeline.
  3. So Many Sales Tools, Free Trials, So Little Time! There are many sales tools on the market today promising to cut your prospecting time in half through their sales intelligence offering, tools for sales leaders when coaching, various flavors of CRMs (customer relationship management), etc. How do you choose the right toolset for your early-stage company? The first step is to identify your ideal customer fit and the experience you want them to have with your company. What are the touchpoints? Work those touchpoints into your overall sales process. Your sales process should be more than “let’s qualify for (BANT) budget, authority, need, time”. The sales process should manage both internal and external needs around the buying cycle for your company’s product/service. Once you have that, you’re ready to build the process into a CRM, like Hubspot, and consistently use it as a guiding star along your sales prospecting journey to the finish line. Sales intelligence tools like Lead IQ, Seamless AI, and LinkedIn Sales Navigator are great tools to utilize when you have a sales team heavily focused on prospecting new business. I recommend that my clients use these tools from the beginning as a Founder. Prospect with accuracy and build your winning playbook as you build.
  4. Prove your own model before hiring a sales rep. If you haven’t hired your first salesperson yet, you need to ensure as the Founder/ CEO that you have proved the sales model yourself. Document your processes, playbook to win deals, and ensure that it is repeatable. Too often organizations hire sales reps thinking that they will bring their Rolodex and magically make sales happen when the Founder/ CEO hasn’t proved out their own business. Your success and enthusiasm around proving out your own success in your business will be infectious when the time is right to expand your sales team.
  5. Do I Hire Hunters Or Farmers This Year? Sales roles are dramatically changing. For early-stage tech and SAAS companies, I recommend hiring based on personality for a startup vs. focus on hunter and farmer roles. In a startup, your sales reps will need to be nimble as you grow the company and wear many hats. Your ideal sales rep may be someone that understands marketing and has the skillset to farm an existing account while hunting for new business. You should clearly set guidelines for their job as you can’t expect them to run the company for you but hiring someone that has both the ability and fire to hunt for new business, test new markets while also taking care of long-term customer relationships could be a great fit. Hiring for a Rolodex rarely ever works as quickly as you want it to so hiring for a multi-faceted skillset in early-stage is important. Hiring for sales development reps, sales enablement teams won’t come into play until you move closer to Series C and beyond.
  6. Moving From Founder Sales To Hiring Your First Sales Leader. Did you prove the model and hire a couple of sales reps in 2020, now to find yourself ready to hire your first sales leader? Many early-stage Founders have grown revenue to $2M+ million finding their niche market and now need to move from working in the business to on the business. You’re ready to hire once you have reps to manage or hire a leader. If you’re not ready to hire a full-time sales leader which most Seed, Series A & B companies are not then you may consider a fractional sales leader. This is a growing trend that quite popular on the East Coast, making its way West. Early-stage companies are able to partner with fractional sales leaders that bring deep expertise in growing revenue, leading sales teams, and acting as that cross-functional translator between sales, marketing, and the product team to provide sales enablement. They may support your team 10, 20+ hours per week depending on your needs and are flexible to grow with your organization as you collectively grow the business.

Subscribe to Relativity Consulting’s Blog in January as we take a more in-depth look at growth tactics per startup stage.

Amy Looper, Founder of Relativity Consulting works with innovative technology startups nationwide by providing fractional sales leadership and sales enablement services. She consistently produces award-winning results in highly competitive markets bringing past leadership experience working from a Vista Equity company, working with Fortune 500 companies with global cybersecurity company Palo Alto Networks. At Relativity, we are passionate about creating long-term revenue for our clients and operate under a customer-first mentality that elevates sales performance.

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How 2020 Was My Best Year Ever! Fri, 11 Dec 2020 20:42:46 +0000 The post How 2020 Was My Best Year Ever! appeared first on Relativity Consulting.


The year 2020…. Who’s tired of talking about the trials and tribulations of this year? I AM!

I’d like to thank 2020 for being perhaps one of the best years of my life. My heart needed this year to re-focus, open up again, and take a breath as a working parent so I put my bets on a big challenge, entrepreneurship. Life hit us all hard this year on so many levels but what if behind the curtain were gifts of stronger leadership, courage, freedom, joy, connectedness that we hadn’t felt in years after going through the motions of the “grind”.

Ryan Buckley, whom I have the great pleasure of interviewing next Wednesday at Skyrocket My Startup wrote The Parallel Entrepreneur in which he describes how you can successfully build a B2B business without capital and gain the control over your destiny that you may be seeking. Just the inspiration I needed this year to shift my mindset as a new entrepreneur. I knew this challenge would bring so much opportunity for growth in all areas of my life.

The Grind

Climbing the career ladder, having kids, losing close family members, learning to juggle personal and professional lives with small kids, etc. It’s exhausting! I reached a point in late 2019 where I didn’t have anymore steam to continue the work pattern I was in. My personal life was suffering from the constant running, schedule coordination with my spouse, constantly high fiving in the hallway, and not truly connecting and enjoying life. I knew I was facing what many of my former corporate colleagues had faced – the point where you choose door #1 or door #2. Do I choose to retain my family unit, take a moment to figure out the right balance, or do I continue down the same path? This would save the high-paying corporate sales income and the career ego but ultimately sacrifice the family unit in our personal scenario.

Superwoman powers, while I’d like to think they exist, I learned this year simply do not. Don’t get me wrong I’m all for women empowerment and encouraging women to flourish in their careers even with a family. I also encourage being true to your heart and giving yourself a moment to breathe, something a lot of us women don’t make room for.

Lessons From Above

My late father in law Jim Looper (Former IT leader at MCI/ Worldcomm) always said, “Amy, we are in the memory-making business”. Jim was completely right and I spent the first few years of my kid’s baby/ toddlerhood in the complete rat race of trying to keep up with it all. In 2020, I’ve been to more parks this year with my kids while juggling consulting work, more dates with my husband, and am proud to say successfully created the balance we were seeking while putting consulting income back into growing my business. The path wasn’t easy as I had to get out of my own way, spend a lot of time learning how to read my own heart, and put down the ego. There is no dollar figure you can put to that except the feeling of living in pure gratitude and freedom.

2020 The Best Year Of My Life!

I dedicate 2020 to being the most pivotal, positive year yet, shedding light on what is truly important. If you’re a working parent reading this that may be feeling completely burned out from juggling changing school schedules, work priorities, etc. I want you to know that in your heart you can find the peace you’ll looking for. Take the walk to unwind, take yourself to breakfast (Moms) to find a moment of peace and clarity without the little people asking for “Mommy, Mommy, Mommy”. We are all in this together!

Let’s continue to help one another out, connect with authenticity, and share experiences. If you’re contemplating starting a side hustle, your own business I’m happy to share some of my 1st-year lessons learned and recommend Ryan’s book, The Parallel Entrepreneur. Join us fireside next week at Skyrocket Your Startup. His insight into entrepreneurship as a side hustle while keeping your day job is invaluable.


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How To Add Confidence In Your Startup’s Sales Forecasting Mon, 09 Nov 2020 21:00:36 +0000 The post How To Add Confidence In Your Startup’s Sales Forecasting appeared first on Relativity Consulting.


 It was the night before Christmas when all through the house not a creature was stirring except for me, a frustrated new sales leader pouring through ambiguous sales forecasts. The first year of sales management in 2013 felt like Santa gave me the games of Chance, Yahtzee and Clue to forecast with. I was building a new region with 2 out of 6 reps hired and running with my pants on fire that year playing both rep and leader as we built the team. That is until I discovered a better way to trust opportunities in the pipeline through Completion Metric Forecasting. What’s the point of sales forecasting without accuracy anyway?

“Completion Metric Forecasting gave me freedom to trust the process and focus on enabling my sales reps to reach their highest levels of performance vs. task management.”

If you’re feeling the same roller coaster in your business that I was, watch this video to learn how I implemented  Completion Metric Forecasting within the Hubspot CRM. There is a tested, methodical approach that generates more consistent revenue vs. leaving the forecast to a chance percentage!




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8 Startup Marketing Strategies You Can’t Miss Tue, 13 Oct 2020 14:08:49 +0000 Client experience starts from the moment a consumer engages with your brand. This is why establishing your start up’s brand identity early on is important to effectively compete within the high tech industry. So how can you create a marketing plan that doesn’t break the bank within the first 5 years of your company’s existence?  […]

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Client experience starts from the moment a consumer engages with your brand. This is why establishing your start up’s brand identity early on is important to effectively compete within the high tech industry. So how can you create a marketing plan that doesn’t break the bank within the first 5 years of your company’s existence? 

I recommend the following 8 Easy Startup Marketing Strategies You Can’t Miss if you want to defeat your competition.

1. Align Marketing Strategy To Business Goals

The easiest way to start to define your startup marketing strategy is to work backward from your specific business goals. Aligning to S.M.A.R.T. goals in your marketing plan enables you to ensure your efforts are being prioritized correctly.  It is easy to get caught up in the excitement of marketing and promoting your business as most owners and founders hold such passion to what they are bringing to market.  Take your time to get this one right early on to avoid future missteps.

If you haven’t identified specific, measurable and attainable goals, use our S.M.A.R.T. Goals worksheet (download here).  

Example: Increase our organic search ranking from #12 to #1 using keywords,  Kubernetes Security by the end of the quarter optimizing content.

2. Use Buyer Personas To Identify Your Target Audience

These help you identify what your potential customers are experiencing within their current roles and markets. In return, a buyer persona helps you identify how you’ll help solve your customer’s problems to minimize the risk of marketing our services vs. marketing how we are helping our target buyer. 

Download our easy to use template within our FREE Toolkit here to identify your ideal buyer’s background, demographics, identifiers, goals, challenges and how your tech startup’s solutions can help them.

3. Solidify Your Brand Message

Do you have a consistent elevator pitch, tag line that speaks to how you are solving problems within your marketplace?  If not, this is a perfect time to identify these important aspects of your brand.  In some start up environments, the executive team struggles with coming together to a common vision.  This can be detrimental to partnerships so to avoid this I recommend having a third party host a Branding Workshop to help your organization work through some of these potential identity issues. 

4. Leverage Social Media For Both Sales & Marketing

This is an inexpensive way to connect and share relevant content through your startup marketing program.  The key to social media is to follow the 80/20 rule to ensure you are posting a variety of content consistently and only spend time on platforms that make sense for your business.  For example, it may not make sense for you to market on Facebook if you’re selling a highly technical solution in a B2B environment.  It does, however, make sense to regularly post and contribute on LinkedIn. Here is a quick outline of various levels of social media content you can use to share thought leadership and grow your brand.

80% posts should be educational content to your audience. Only 20% of your social media content should promote your business.

80/20 Rule

5. Host Virtual Events

Online events have become the marketing test of 2020!  From virtual coffees, happy hour events to exclusive virtual cooking demonstrations and celebrity concert events, this year has proven that the human need for connection is very much alive.  As our world post-pandemic continues to favor remote-based activity, we’ll need to continue to connect with our customers and buyers on various platforms.  Creative ways to build community through virtual yoga sessions, exclusive executive peering events have never been easier through the power of teleconferencing!

Some low-cost options:

Consider starting a virtual meetup around your technology area of focus

Virtual coffee or industry book club meetings

Offering an online workout to promote health & wellness

Free tech bootcamp class to your professional community to help prepare guests for a specific technology certification

6. Content Is King

Content comes in many forms from blog posts to downloadable whitepapers, social media posts and video.  You can create content as a company. If it makes sense for your business, leverage the power of user generated content.  

Example – If you are a SAAS company that offers endpoint detection, hold a capture the flag event or bug bounty content to get users to engage with your team.  This can be wildly successful and depending on the nature of your company’s focus may create viral brand awareness and lead generation.

If I’m suffering from writer’s block I like to use Hubspot’s free Content Idea Generator.

7. Optimize Your Content For Search Engines

Content takes time to publish so ensuring you are optimizing SEO within articles, adding alt tags to images and other ways to maximize your search rankings will result in a positive ROI.  Make sure you start this early within your marketing program as it is not an overnight process. 

8. Don’t Be Shy, Ask For Referrals!

Implementing a marketing and sales process that asks for referrals along the buyer journey is critical. Automating this around various touchpoints such as a renewal, post sale or after a particular project milestone will help you gain referrals from many different customers.

If you’d like brainstorm go to market strategy ideas please reach out for a free consultation or sign up for our weekly sales tips at

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