Marching Orders, Operation: Colder Than Winter, Week 2

November 26, 2019
min to read
Francis Pedraza

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Hit the reset button on your willpower. Even a Mighty Will gets exhausted after many long battles over many long months. Finds ways to reset. To pretend you entered the battle fresh. Forget what you know. A fresh warrior might outdo an exhausted veteran, even though the veteran knows more, is more wily. The veteran is bogged down by complexity and sees impasses more clearly and is a bit overwhelmed and lethargic. The fresh warrior might be a fool who sees possibilities and hopes easily, but she might rightly question assumptions, and for vigor surpass and defy. The Will to Win, The Vision of the After State… the best veterans know how to be reborn and recover these. The last stage in Nietzsche’s after the camel and the lion… is the child.

The target was $110K this month. I don’t see a path there in the next six days. I do think we should keep pushing. There is a $5K churn that hasn’t hit the books yet. So I would be happy with $100K Revenue (not MRR). I would still like to get north of $120K Revenue by EOY. But just as important to me is a pipeline, growing the sales team, and improving the performance of the existing team. I am building pipeline steadily, but I’d like to build it faster, and I’d like to empower the sales team to build its own pipeline. And I want to hire more ADs: our team of three is making progress but spread thin across account management and fielding the pipeline I send their way: so my bet is that more ADs will allow them to divide and conquer the book while going on the offense with new sales and pipeline development. Lastly, all the investments we’ve made in training and building a sales playbook in the last six weeks, I’m hoping to turn into steady performance gains. We are still below our quota of $10K/m revenue added per AD. I’m confident that we’ll get there by the end of Q1, so we’re doubling down.

On Margins, the Quotes feature was a fundamental improvement, but we’re learning that we don’t know how to benchmark. So hopefully a combination of Product guardrails and Ops getting better at benchmarking and Sales getting better at negotiating will yield the expected gains, instead of creating more drag. Meanwhile, I’m hoping the elimination of G-Suite costs allows us to be at least Margin-neutral this month if not pick up a few points. By EOY I’d like to be at 45%. Q1'20 at 50%. Q2'20 at 55%. Q3'20 at 57.5%. Q4'20 at 60%. Setting ourselves up for an EOY’2021 of 70% and hopefully, that trend continues. I’m erring on the side of conservatism for short-term targets, but I’m long-term very bullish. The things that are really going to drive margins in 2020 are Process Builder, Dynamic Agent Pay, Annual RBP Contracts and new Pricing.

On CSAT and NPS, I’m still dissatisfied with visibility. We’re making systems improvements to gather this, but we still don’t have the pulse on client reactions, delegation by delegation.


The new website continues to impress.
I am extremely excited by the DAL UI screens I’m seeing, esp. the Agent Profiles and Process Builder views.
I am eager to see a new Use Cases page and a new Taxonomy both on the website and in the DAL.

I am really frustrated/eager for The Client App to take the next leap forward with Team Management V1.1.

Having Joe run point on the BOD deck has greatly alleviated my stress.

Hayley Darden Marketing Invisible Technologies
Francis Pedraza
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