Mastering the Art of Customer-Focused Sales with Klaviyo's VP of Sales, EMEA Pia Heilmann, VP of Sales, EMEA @ Klaviyo

SaaStr Europa 2024

1. Mastering the Art of Customer-
Focused Sales with VP of
Sales, EMEA
Pia Heilmann
VP of Sales, EMEA
Klaviyo

2. The name of the game -
first mentality

3. 80%
of consumers now consider
availability and convenience as
crucial as price when making
purchasing decisions
80%
of US consumers point to speed,
convenience, knowledgeable
help and friendly service as the
most important elements of a
positive customer experience
Source: Deloitte Source: PWC

4. Now more than ever, every single interaction matters
evaluate, engage, and experience at
their convenience, moving through
each stream at the same time
According to McKinsey, less than
50% of B2B companies grow market
share selling through just one
channel

5. How to activate customer-focused sales

6. 1. Align internally
77%
purchase without
personalised content
Understand your value alignment to an ICP &
massage a value prop that's applicable to that ICP, as
well as the various stakeholders that may be involved
in the evaluation process
The ideal state is no matter when and how the
customer engages with your company, it feels like a
differentiated experience whether that is blog
content, to a partner, in product experience, to
pricing, and billing
Every customer interaction is an opportunity to set
yourself apart from others in the market
Source: BusinessDIT

8. Questions to ask yourself:
How do you listen to feedback from various touchpoints? How often are you
doing this?
From top of funnel to bottom, what topics are most engaging? What are the
website hotspots? Who is attending their events? What is the content at those
events? What feedback can you gather from their partnerships?
Do you have an image or screenshot of how you mapped the customer
journey? What details should it entail? How often should you revisit? How do
How do you ensure your sales folks are product experts? Do your sales
employees have OKRs aligned with product?
How do you personalise everything? How does this work at scale?

9. 2. Understand the customer through data
Ensure you have a single (and consumable)
view of your customer
Lean on technology to analyse and segment
data from your CRM based on:
○Demographic Insights
○Behavioural Insights
○Market Insights
○Value alignment to Stakeholders
○Product interest and adoption
○Maturity of organisation
Use this data to tell a story about your
customer

10. 3. Maintain agility and adaptation
-it-
and-forget-it plan, rather than a dynamic
framework that needs to be adjusted based
on market feedback and changing
conditions
Put in place mechanisms to listen and
gather feedback from the deals you won,
but also those you lost

11. strategy centered on launching your
product effectively but this often means
your customer segment is singular
As you grow, your customers may get
more diverse with more use cases for your
product, and therefore your GTM strategy
moves from a one-size-fits-all strategy to a
more tailored, segmented strategy

12. Sales skills + competency matrix
Competencies
Own your Book of
Business
Deliver Customer
Value
Operate with
Excellence
Build Your Plan Influence Your
Buyers
Execute Efficiently
Skills
Strategic PlanningConsultative Selling
Collaborative
Selling
Analytical Mindset
Effective
Communication
Pipeline
Management
Multi-Threading
Executive Presence Time Management
Negotiation Growth Mindset

13. Sale extends beyond the sale
The art of customer focused sales does
not just stop at leveraging data from
customers to be more successful
salespeople it is also incumbent upon
us to ensure we deliver incredible
customer experiences and understand
where customers derive value, why they
continue to increase their spend or
renew year after year.

14. Key Takeaways

15. Key Takeaways
1.Internal Alignment is required -across all functions -to enable a customer-focussed
sale
2.Leverage the rich data available to craft the right narrative around your customer to
empower smarter digital relationships
3.Agility is key constantly adapt your plan, leveraging data to focus evolution of
everything from GTM strategy to product
4.Build out skills frameworks/competencies based on the customer
segments/products you're selling to hold team accountable
5.Personalise outreach and interactions based on the data you've collected -mirror
your prospects

16. Thank You!