Sales processes over sales playbooks with Gerald Zankl @Kickscale

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #7, Anna Nadeina talks with Gerald, CEO and Co-founder of Kickscale, AI 𝗦𝗔𝗟𝗘𝗦 Coaching Platform, on a mission to help sales teams get better with every sales meeting.

Gerald discusses how AI changes the sales industry, the way playbooks are overrated without establishing processes, why he thinks sales cycles are becoming longer, and how to address the sales challenges in SaaS companies.

Gerald’s Background and the Birth of Kick Scale

Gerald’s journey to founding Kickscale started early on in his life. After studying economics and business administration, Gerald had the opportunity to join a successful B2B tech company called Bit Moving. During his time at Bitmovin, he gained valuable experience in building and scaling a business. This experience, combined with the challenges he encountered in sales meetings led to the founding of Kick Scale.

Kickscale: The Power of AI in Sales Meetings

Kickscale is on a mission to revolutionize sales meetings using AI. Gerald believes that AI can provide valuable insights, improve coaching, and increase overall productivity in sales teams. He breaks down the benefits of AI in sales into three key areas:

Insights

Kickscale allows sales teams to gain objective insights from their sales conversations. By analyzing the content and data from these meetings, sales leaders can identify common needs and objections, understand customer preferences, and extract valuable information to improve their sales strategies.

Coaching

One of the biggest challenges for sales leaders is finding the time to coach their sales reps effectively. Kickscale’s AI-powered platform offers a solution by analyzing sales meetings and providing feedback to the reps. This helps sales leaders identify areas for improvement, track performance, and provide targeted coaching to help reps succeed.

Productivity

Kickscale also offers automation features that enhance sales productivity. The platform automates tasks such as summarizing meetings, generating follow-up emails, and synchronizing data with CRM systems. By reducing administrative work, sales reps can focus on building relationships and closing deals.

In-house vs. Outsourcing and Remote vs. In-office

Gerald believes that the choice between in-house and outsourcing sales teams depends on the resources and capabilities of the company. While having an in-house sales team allows for better control and understanding of the product, outsourcing certain tactics like demand generation can be beneficial. Similarly, the decision to work remotely or in an office depends on the desired rhythms, cadences, and structure of the sales process. Remote work offers flexibility but requires strong self-discipline while working in an office provides peer pressure and collaboration.

The Relationship Between Marketing and Sales

Gerald acknowledges that there can be tension between marketing and sales teams. The key to resolving this tension is aligning goals and expectations. Rather than focusing solely on the quantity of leads generated, both teams should focus on the quality of leads and how they align with the company’s ideal customer profile. Gerald suggests that having a common responsibility, ideally under a Chief Revenue Officer, can help bridge the gap between marketing and sales and ensure effective collaboration.

The Importance of Playbooks in Sales

Gerald emphasizes the importance of playbooks in the sales process. Playbooks provide a framework for sales reps to follow and ensure consistency and efficiency. However, he also highlights the need for flexibility and adaptation. Playbooks should be evaluated regularly to ensure they are effective and aligned with the evolving needs of the market. By analyzing sales conversations and comparing them to the playbooks, sales leaders can identify areas for improvement and make necessary adjustments.

The Role of Founder in Sales

As a founder, Gerald understands the importance of staying connected with customers. He personally engages with every customer and values their feedback. By maintaining a close relationship with customers, founders can gain valuable insights into their needs, preferences, and challenges. Gerald believes that being in the field, whether physically or virtually, is crucial for understanding the market and making informed decisions.

The Future of AI in Sales

Gerald sees immense potential for AI in the sales industry. He believes that we are only scratching the surface of what AI can do to improve sales processes. With the ability to provide insights, enhance coaching, and increase productivity, AI has the power to transform the way sales teams operate. Gerald encourages sales leaders to embrace AI and explore its possibilities to stay competitive in an evolving market.