CROs: Run this outbound play to break into massive accounts
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Most CROs don't engage in deals. Or help reps break into ent/strat accounts.
I've never been a CRO before—so I can't tell you whether that's good or bad. You have a lot of responsibilities as a CRO.
But, I recently met a CRO who lands meetings with the C-Suite in MASSIVE accounts. The biggest companies you can think of in every category.
The key principle: Power is more willing to engage with power. Leverage the C-suite title.
Here's how it works:
✅ Pick 10 accounts to get started
Choose the top 10 accounts that can make the quarter/year if you win them. The best accounts are ones that reps have worked but not been successful in breaking through.
We'll assume you're already going after low-hanging fruit accounts where execs have existing relationships. So we won't count those as part of this exercise.
✅ Work in tandem with a great SDR
Pick one of the top SDRs to help. Ideally, this is someone with great leadership potential that you want to promote at some point.
✅ Optional: Give the SDR access to your LinkedIn account
This one will make you uncomfortable. You also have the option of creating a separate LinkedIn account as well.
But give the SDR autonomy to send approved messages.
✅ Execute the outreach
The SDR should do basic account research to find existing initiatives where your solution can add value.
Then they need to research the individuals in the C-suite to find podcasts interviews, features, etc. if available.
Pick 1-2 similar customers to mention in the message.
This should be mentioned in the outreach, along with how you can add value.
CTA: Ask for 10 minutes.
Send via email and LinkedIn message or InMail.
Here's what an example message could look like.
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Eric,
Solid Q1, and congrats on the success of Nordy Club sales.
Looks like membership growth is a key growth lever. I imagine member retention is a big focus.
Our team has had tremendous success helping CVS, BestBuy, and Kohl's run world-class membership programs.
Opposed to a quick 10-minute chat to learn more?
Jason
✅ Run intro call
These will likely go longer than 10 minutes. And the CEO will send you over to someone else in the C-suite.
Run a solid intro call and make an offer to introduce key team members on your side.
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The email/LI message should have all of the components of a great cold email: research, problem, social proof, and CTA.
But the big difference is leveraging a c-suite title to get a meeting in the c-suite.
I wish more CROs and execs in companies would leverage this approach.