Dext is a cloud accounting platform that provides companies with real-time and accurate insights.
For more than a decade, they’ve empowered accountants and bookkeepers with solutions needed to make their business better with automation, insights, quality control, admin management, and more.
John McCann is Head of Practice New Business in the UK, essentially leading all things new business.
Before working with Cosmic Growth John states that Dext, ‘’had no real understanding of what our messaging should be… and how many times do we contact a prospect before we cross them off the list.’’
They were hitting their numbers but ‘’not really understanding what the success was behind those numbers.’’
Also Dext didn’t differentiate how they approached different customer tiers and sizes which when John thinks about it now is ‘’ridiculous’’ but ‘’it was something we always needed to address. We just needed someone to support us in how we’d go about doing that.’’
When beginning, John talks about how Cosmic Growth came in and spent a lot of time talking with all key stakeholders to fully understand their needs, goals and challenges, which gave him a lot of confidence that Cosmic Growth had the foundation to produce great work.
They also analysed all Dext’s existing sales and training content to get a better idea of existing practices.
With this information – along with their internal processes and expertise – Cosmic Growth created a custom sales playbook, sales cadences, and a sales rep training program to provide central and consolidated sales content and information, focused on the different personas and company tiers Dext target, to help most effectively position their product to the market.
All this work was then supported with regular sales training and coaching sessions with Dext’s reps, on a weekly basis, with both one-to-one and group training sessions.
On demand messaging support was provided throughout the program when reps required it.
From the training, John states, ‘’if I thought about the difference in the reps over that time from the first session to towards the end, it’s polar opposites.’’
The utilisation of LinkedIn was also a new thing for many reps and there was some push back when this began that ‘’took a while and a lot of trial and error’’ but now the reps are fully behind it and seeing good success.
When it comes to results, John states during and after working with Cosmic Growth ‘’we generated 43% more opportunities across the entire new business funnels’’ and ‘’the revenue that we saw off the back of that was also up 53%.’’
So considering that’s ‘’the entire new business channel, that’s a pretty significant number.’’
From the key account side, ‘’the quality of opportunities that we saw coming through and converting was also up, and the revenue generated from that was 40% higher.’’
For John, he always says he has a lot of scepticism before engaging in a training provider but with Cosmic Growth, he felt ‘’the length of the implementation and learning behind our product, and then contextualising it in those training sessions gave me a lot of confidence that I could start stepping away from a lot of those sessions’’ because ‘’that trust was there.’’
This enabled him to focus on other priorities.
The team ‘’loved it.’’
‘’It was so comprehensive that it was fairly obvious to the team that not only was there quite a lot of thought behind us putting this thing together for them. But also it was that investment in their career.’’
‘’It’s not just okay, do this and you’re going to generate X amount of numbers.’’ ‘’Certainly on the SDR side, the things they would have picked up will be applicable for the jobs they want to do when they get promoted and the further along they go in their career.’’
Many of the SDRs will actually look at this training as ‘’the making of their… the start of their sales career.’’
This enabled him to focus on other priorities.
Dext is a cloud accounting platform that provides companies with real-time and accurate insights. For more than a decade, they’ve empowered accountants and bookkeepers with solutions needed to make their business better with automation, insights, quality control, admin management, and more.
Cosmic Growth is a B2B sales training consultancy that enables companies to increase the number of outbound sales meetings they book through custom sales playbooks, sales cadence development, and sales coaching.
Including templates for ideal customer profiles, buyer persona goals and challenges, probing questions, outreach guidelines, customer stories and objections
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