10/10 GTM
Growth, Discipline & Effective GTM with Jacco Van der Kooij, Founder, Winning by Design
Jul 2, 2024
Jacco Van der Kooij, Founder of Winning by Design, boasts over 20 years of sales experience. In this conversation, he emphasizes the importance of understanding growth dynamics, particularly the shift from customer acquisition to retention in SaaS. He discusses how AI is transforming B2B sales, making it essential for sellers to adapt to new buyer expectations. Jacco also highlights the rising value of genuine sales skills and the need for creating memorable, customer-centric sales experiences as the landscape evolves.
45:26
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Quick takeaways
- Understanding the shift from customer acquisition to retention is crucial for scaling revenue, especially for companies surpassing $10 million.
- The role of sales professionals is evolving due to AI, requiring a deeper understanding of customer needs beyond traditional deal-closing tactics.
Deep dives
Understanding Growth in B2B Revenue
Revenue leaders often misinterpret where growth originates in their businesses, leading to misguided strategies. For companies under $10 million in revenue, most growth comes from gaining new customers, while for those over $10 million, retention becomes the primary driver. Retention not only has a higher win rate but also influences future sales, suggesting organizations should allocate resources more evenly between acquisition and retention efforts. Businesses frequently remain in acquisition mode, missing opportunities to effectively leverage their existing customer base.
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