Why Sales Leaders Get Fired: A Sales Metrics Masterclass | Lead Playbook

Forget endless product certifications. Kyle Asay shows you how to get reps talking to buyers (and generating pipeline) in two weeks — so you can crush quota with a team that stands on its own. 🎙 ACTIONABLE TAKEAWAYS: Know your territory: Teach reps to tier accounts simply (A, B, C) so they focus only on the right targets first. Know your personas: Use real personas (e.g., actual engineers or CFOs) to train reps directly, not just persona cards. Know your stories: Equip reps with customer stories that match problem, size, and industry — start with problem first if you can’t get all three. One thing to do: Update your win announcements (Slack, email, etc.) to include how the win happened (language used, objections handled, insights), not just celebrate it. KYLE’S PATH TO PRESIDENT’S CLUB: VP of Sales @ LaunchDarkly Sales Leader @ LaunchDarkly Global VP @ LaunchDarkly RESOURCES DISCUSSED Kyle’s LinkedIn Kyle Asay’s Sales Coaching Competencies Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST” Free Sales Templates, Scripts and Guides

Most orgs spend weeks training reps on the product… but months later, you’re still stuck with an empty pipeline. What if the key to ramping AEs faster was skipping product training (at first)? Kyle Asay (VP Global Growth Sales @ LaunchDarkly) shares how his team cut time to first deal by 49% by rethinking onboarding. Instead of starting with feature dumps, they focused on: ✅ Account prioritization ✅ Customer problems & personas ✅ Story-based selling If you lead a team or are ramping yourself, don’t miss this one. RESOURCES DISCUSSED: ⁠⁠Join our weekly newsletter⁠⁠ ⁠⁠Things you can steal⁠⁠ ⁠⁠Save $50 on any 30MPC course⁠⁠ with code “PODCAST” ⁠⁠Free Sales Templates, Scripts and Guides

Steal Sean’s Secret to Using AI For Your Cold Emails Sean O’Brien breaks down how to leverage AI to rapidly research prospects and write personalized cold emails that cut your outreach time drastically, so you can send smarter, more effective messages that get real replies. 🎙 ACTIONABLE TAKEAWAYS: Use insights from sales calls and transcripts to train AI on key buying triggers and improve your outbound outreach. Focus your outreach within the same department, get explicit opt-in, and use “off the record” questions to uncover sensitive, valuable info about the buying process. Parrot your prospect’s exact words in email subject lines and messaging for higher engagement and authenticity. Don’t hesitate to have different team members send the same message to a prospect—sometimes a new voice gets the response you didn’t. SEAN’S PATH TO PRESIDENT’S CLUB: Enterprise AE @ Harvey Regional Sales Director @ Diligent Enterprise AE @ Mosaic.tech RESOURCES DISCUSSED Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST” Free Sales Templates, Scripts and Guides

Tired of AI-generated cold emails that sound robotic? Here’s how Sean O’Brien (Enterprise AE @ Harvey) actually uses AI tools like Perplexity and ChatGPT to make outbound emails more personal and more effective. His 3-step process for using AI to write relevant, high-converting emails that boost reply rates without sacrificing quality: ✅ Identify the right decision-makers ✅ Find personalized intel and real-time insights ✅ Use AI to improve, not replace, your message

Most sales leaders don’t get fired for missing the number, they get fired for not knowing why. In this episode, Armand and Mark walk through the exact metrics framework you need to diagnose problems, report up, and actually run your revenue org. 🎙 ACTIONABLE TAKEAWAYS: Sales leaders fail when they guess instead of use data. Without clear metrics, leaders launch ineffective initiatives, lose team trust, and risk being replaced. Use the RROM framework to map metrics to the customer journey. Track key metrics across six stages: Awareness, Education, Selection, Onboard, Use, and Expand. RESOURCES DISCUSSED: R-ROM Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST” Free Sales Templates, Scripts and Guides

Struggling to connect your sales, marketing, and customer success teams? You’re probably missing a clear customer journey framework. In this video, we break down the Recurring Revenue Operating Model (RROM)—a framework for tracking key metrics across the customer journey, based on Jocko van der Kooi's model from Winning by Design. It outlines six critical stages of the journey, each with specific owners and metrics: Learn how to map your customer journey and track the right metrics at every stage: Awareness – Prospects become aware of your company or the problem you solve. (Owned by marketing) Education – Prospects show signs of interest and need to be converted into qualified pipeline. (Owned by SDRs) Selection – The formal sales process where qualified prospects decide on a vendor. (Owned by AEs) Onboarding – New customers are onboarded and driven to fast time-to-value. (Owned by the implementation team) Value Creation – Customer Success ensures ongoing, proactive value delivery, deepening product usage. (Owned by CS) Expansion – Growing the account by introducing new products or services, increasing revenue. (Owned by Account Managers) Each stage should have a clear leader responsible for stewarding customers through that phase and ensuring smooth transitions to the next stage. Without understanding this journey, companies can’t properly define or track meaningful metrics. RESOURCES DISCUSSED: ⁠⁠Join our weekly newsletter⁠⁠ ⁠⁠Things you can steal⁠⁠ ⁠⁠Save $50 on any 30MPC course⁠⁠ with code “PODCAST” ⁠⁠Free Sales Templates, Scripts and Guides

📧 Preview the Cold Email Course: www.30mpc.com/blog/preview-the-cold-email-course This episode will completely reframe how you think about cold outreach. Jason Bay breaks down the three types of irresistible offers that get prospects to say yes, without pitching your product. 🎙 ACTIONABLE TAKEAWAYS: Pitch three types of offers starting with a blind date meeting, followed by one-to-many insights like benchmarks, and finishing with one-to-one custom value like workshops or audits. When using a one-to-many offer, lead with a visual that highlights the problem and ask the prospect how it matches their experience to open the conversation. Deliver a strong audit offer by analyzing the biggest pain point you solve, whether it's outbound performance, website optimization, or compensation benchmarking. When offering a pilot or free product, make sure a decision-maker is involved and they understand the cost of the full solution upfront. JASON’S PATH TO PRESIDENTS CLUB: CEO @ Outbound Squad Sales Influencer | ‘Top 27’ Sales Influencer to Follow @ Salesforce RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST”

There are three types of offers sellers can use to increase meeting conversion rates. Jason Bay (CEO 2 Outbound Squad, Sales Influencer @ Salesforce) breaks them down: ✅ The Blind Date — Hype up your AE or SE like you’d hype a friend before a first date. Build instant credibility. ✅ The One-to-Many — Share valuable industry insights, competitor gaps, or research-backed reports to spark curiosity. ✅ The One-to-One — Create personalized audits, resources, or benchmarks tailored to your prospect’s world. No weak CTAs. No generic meeting pitches. Just offers your prospects actually care about. Learn how to weave these into your cold calls, emails, and discovery process—plus how AI tools like ChatGPT make building custom resources faster than ever. RESOURCES DISCUSSED: ⁠⁠Join our weekly newsletter⁠⁠ ⁠⁠Things you can steal⁠⁠ ⁠⁠Save $50 on any 30MPC course⁠⁠ with code “PODCAST” ⁠⁠Free Sales Templates, Scripts and Guides

Once per quarter, we share our content Roadmap with you → updates about the biggest content drops, new resources, and tactical sessions to help you on your sales journey. And folks, Q3 is absolutely stacked. Here’s what to expect: Cold Email Course: The Reply Method for Double Digit Replies: https://www.30mpc.com/course/cold-email-course (+ get the 2025 Cold Email Data Report when you join the course waitlist) Jason Bay’s Outbound Sequence Template: https://www.30mpc.com/blog/jason-bays-outbound-sequence-template 30MPC’s Cold Email Course Template Pack: https://www.30mpc.com/blog/30mpcs-cold-email-course-template-pack Jason Bay’s Cold Email ChatGPT Prompts: https://www.30mpc.com/blog/jason-bay-s-cold-email-chatgpt-prompts Cold Email Clinic: 10 Data-Backed Tactics That Double Replies: https://www.30mpc.com/episodes/cold-email-clinic-10-data-backed-tactics-that-double-replies We Break Down 3 Real Cold Calls (And One Is Mine): https://www.30mpc.com/episodes/we-break-down-3-real-cold-calls-and-one-is-mine The Cold Call Operating System for Sales Leaders: https://www.30mpc.com/episodes/the-cold-call-operating-system-for-sales-leaders Watch This One-Call Close (Live Discovery Tape Teardown): https://www.30mpc.com/episodes/watch-this-one-call-close-live-discovery-tape-teardown Work for 30MPC: https://jobs.ashbyhq.com/30mpc More News: • Welcome to our newest Club Host, Alex Murphy • Native YouTube-Style 30MPC content is coming

Nathan Broome brings a masterclass in building and operationalizing high-performing sales processes. He shares how great leaders drive clarity, prep their teams for success, and coach reps to consistent wins by simplifying execution at every stage of the deal cycle. 🎙 ACTIONABLE TAKEAWAYS: Map out your sales process step-by-step by defining what reps should do before, during, and after each call. Define the “big win” (W) for each call and give reps 3–5 different ways to achieve it—without over-prescribing. Run one-hour workshops per stage to break down the big win and key actions with your team before rolling it out. Action step: Pick one underperforming stage, define the single “win,” and have managers audit every call in that stage for two weeks to see if the win is being achieved. NATHAN’S PATH TO PRESIDENTS CLUB: Key Architect @ Outreach – Scaled SDR and SMB teams, eventually led Global Commercial Sales (150+ reps, 60% of revenue). Most Promoted Leader @ Outreach – Rose from SDR Leader to Head of Global Commercial Org with 5 promotions in 6 years. Enterprise Pioneer @ CaptivateIQ – Led shift from SMB focus to enterprise, landing marquee clients like Spotify and Netflix. RESOURCES DISCUSSED: The Ultimate 30MPC 5-Stage Sales Process Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST” Free Sales Templates, Scripts and Guides