Grindery DAO Sales Process - GTM

Last updated by Christian Geissendoerfer a month ago
Grindery DAO Sales Process 
 
 
 
Strategy 
 
 
 
In previous conversations with the team, leveraging the grant program to incentivize DAOS to engage with Grindery would be the first potential point of entry. Below I will detail my suggested Sales Sequence: 
 
Prospecting:  
Twitter  
Community/Discord Boards  
Join a DAO?  
Research DAO tools?  
 
Engagement:  
Intro Call–Zoom and/or TG  
Discovery– Qualification of opportunity  
Identify specific needs (automations/integrations/marketing asset creation)  
Likely will require a Technical resource to assist in scoping opportunity.   
Proposal–need to create an asset  
Closed-Won–what defines this property?   
 
Service Delivery: 
Hand-off Process  
Client Onboarding  
Invoicing  
Account Management  
Project Management + Execution  
Opportunity Capture + Documentation– What did we do, How did we do it, OKR’s & KPI’s  
Client Success– These would be used to further prospect.   
Process/Experience Improvements  
Referrals  
Co-Marketing Initiatives to further promote this project and each respective brand.   
 
People and Functions 
 
Michael Emory –initial point of contact, ultimately accountable and responsible for pipeline maintenance ,  client follow up, reporting, etc.  
Tim Delhaes –will serve as the technical resource to help qualify opportunities from an integration, automation standpoint.  
Christian Geissendoerfer –in a supporting role that will help guide and reinforce prospecting and overall sales approach.   
Marc Dangeard – in a Business Development role & regular collaborator in a supporting role from a prospecting standpoint.  
Thinh/Avi– Grant Proposal outreach 
TBD –Sales Enablement Specialist–sales supporting function to help connect the dots. Tasks would include: SOW development, internal asset creation, process documentation, spearheading sales-to-delivery process, potential account management, etc. 
Sales Development Representative –TBD once we move to scale  
Business Development Representative –TBD once we move to scale.  
 
 
Key Results (#’s and Dates) 
 
By the end of  August , the goal would be to have  one  DAO fully onboarded with a project. (Hemp DAO).  
By the end of  September , the goal would be to have  five  new   DAOs engaged in the pipeline and potentially  one  onboarded with a project.  
By the end of  October , the goal would be to have  ten  new DAOs engaged in the pipeline and potentially  three  onboarded in a project.  
By the end of  November , the goal would be to have  twenty  new DAOs engaged in the pipeline and potentially  five  onboarded in a project.  
By the end of  December , the goal would be to have  fourty  new DAOs engaged in the pipeline and potentially  ten  onboarded in a project. 
 
Supporting Metrics 
 
Prospecting (traditional) 
Like any Sales function, the outputs will determine if this effort is successful. Simply put, assuming that I would be the ONLY dedicated resource operating in this capacity: 
Daily outreach– 10 DAO’s  need to be researched, and engaged.  
Weekly– 50-60    
Monthly– 120  
 
There will be organic opportunities that arise as a result of Marc attending Community Calls, activity generated from Tim’s podcast, Christian’s efforts, etc. However, I will assume the  worst case scenario  that zero leads will have been generated from these organic sources in order to ensure that standard sales prospecting funnel is met.  
 
Won-Closed 
The ultimate goal would be to get to  20+  DAO’s on the Grindery roster by 12/31/2022. Assuming the above mentioned activities are met, (and not taking into account responsiveness of a DAO), it is reasonable to expect that this goal can be attained. 
 
2023 Goal:  100+  DAO’s on Grindery roster by 12/31/2023 
 
 
Measure/Tools to be used 
 
HubSpot to track Sales pipeline activity, reporting, contact records, Closed-Won, etc.   
Air Table to build contact record data, layout strategic focus, assignments, and map growth architecture. (Need login access)  
LinkedIN Sales Navigator for prospecting  
Loom-prospecting clients + internal coms  
Zoom–meetings  
Discord–prospecting 24/7  
Twitter  
Forum–DAO’s specific  
Sales Enablement Asset creation–SOW’s, Proposals, Hand-off on-sheet, Client Onboarding docs, Sales Process onboarding doc (internal)  
(all tools are currently available and I have access) 
 
Budget 
 
 

Item

Amount

Michael

Salary (monthly draw)

Milestone Bonus (5 DAO’s onboarded)

$5,000

Milestone Bonus (10 DAO’s onboarded)

$10,000

Milestone Bonus (15 DAO’s onboarded)

$15,000

Milestone Bonus (20 DAO’s onboarded)

$20,000

Technical Specialist (when not Tim)

$5,000 (Monthly)

Graphic Designer

$5000 (total)

Sales Enablement Specialist (tbd)

$4,000 (monthly)

SDR (tbd)

$3,500 (monthly)

BDR (tbd)

$3,000 (monthly)

Events

$5,000

 
 
 
 
 
Dependencies 
 
This outreach method is based on a traditional sales approach and being applied to the decentralized web3 community with an inherently different structure.  
 
Specific to the DAO’s: 
 
Sourcing the appropriate key decision maker(s) will be a challenge.   
Once sourced, how long is the consideration stage?  
How responsive is the POC?  
How long is the approval process?  
 
Specific to Grindery: 
 
How quickly can we ramp up production of internal assets?  
Process Documentation  
Proposals  
Lead Data enrichment, upload and segmentation  
Availability of Technical Resource for Sales calls.  
 
Tasks 
Follow up with Hemp DAO–Michael 
Build proposal + SOW templates–Michael/Christian 
Populate existing prospect data into HubSpot–Michael/Christian 
Build Sales pipeline stages within HubSpot–Michael 
Research/Target DAO prospects with Outreach–Michael 
Air Table architecture–Christian 
 
**Build an active feedback loop to Product Team–identify DAO blockers, pain points, etc.  
 
Ownership Transfer 
N/A 
 
Blockers 
N/A 
 
 
Phase 2 
Prospecting (nontraditional)** 
Inbound leads will be hard to come by. As such, generating “buzz” will be an essential component to accelerating this model. It is my hypothesis that proactively engaging the community with a nonlinear marketing approach (Mural Education Program) will stimulate warm Inbound lead generation as well as act as another tool aside from the grant program to engage DAO’s.  
 
**This program can work in tandem or in addition to traditional outreach methods based on budget availability.   
 
Hypothesis 
Use high profile art murals to break through the noise and stimulate DAO engagement.  
Strategy 
Initially, we would hire two mural icons (and supporting staff) to deliver a curated public learning path that would engage DAO’s, Web3 Community, and General Audiences alike. These completed murals would be circulated across traditional and social media to create buzz to the Grindery brand. Once we execute the first two murals, we can then establish a regular monthly bounty across the web3 Community to create a global viral campaign.  
 
People & Functions  
 
Michael Emory– project lead; will both project manage and creatively collaborate with Grindery marketing team to create the creative brief & market the completed content as well as the artist teams to execute said murals.  
Lital Barkan– will help create the project narrative taking into account the existing marketing efforts underway.  
Misty Faucheux  leads our social media efforts, spreading our reach and leveraging our enthusiasts    
Kelly Tigera  will be reviewing marketing content for web3 expertise. 
Shepard Fairey + Team –Mural Icon; first artist that we would hire 
Tristan Eaton + Team –Mural Icon; second artist that we would hire  
Eddie Donaldson–Mural Handler  + Producer  
Kim Waltrip –Award-Winning Film Producer that will capture high quality content of the mural creation.   
 
Key Results 
 
Two murals created–before 12/31/2022 
2 Major articles in traditional media outlets 
1000’s of impressions spread across social media 
5 DAO’s that are inspired to work with Grindery as a result of the campaign. 
 
Measure/ Tools  
 
Twitter/Instagram/LinkedIn 
 
 
Budget 
 
 

Item

Amount

Michael

10% of Budget

Shepard Fairey

$60,000

Tristan Eaton

$50,000

Additional Artists (non marquee)

$60,000

Insurance

$10,000

Permits

$2,000

Film Crew + Editor

$5,000

Scissor Lifts/ Scaffolds

$2000 (total)

Monthly Bounty

$5,000

TOTAL

$230,000

 
Dependencies 
 
Availability of Artists 
Availability of Budget 
Permit submission and approval process 
 
 
Tasks 
 
Creative Brief–Michael/Lital 
Deposit for Artists–Grindery 
Permit Submission–Michael 
 
 
 
 
 
 
 
Grindery XXL DAO/Dapp Sales Process 
 
Hypothesis  
 
Beginning Monday August 22nd, I will begin the Grindery XXL DAO Sales Process with the initial intent on bringing 10 DAO’s onboard as clients. As with any sales process, there are a host of unknowns–chief among them being–the length of the sales cycle, followed next by average deal size, and lastly, the lifetime value of a DAO. My goal will be to create + document the entire experience so as to optimize and produce a repeatable process that can then scale.    
 
Strategy 
 
In previous conversations with the team, the process will start by researching key people within the DAO, investment history, grants issued, and communication channels leveraged by DAOs. The goal will be to identify low-hanging fruit within the community that will allow Grindery to create the opportunity of pursuing the possibility of 4 potential apps to service the DAO. Once an app is created for the user(s) in the permissionless environment, Grindery can then promote its usage.  
 
Below I will detail my suggested Sales Sequence: 
 
Prospecting:  
Messari  
Twitter 
Community Calls/Discord Boards 
Leverage existing internal research 
 
 
Engagement:  
Intro Call–Zoom and/or TG 
Discovery– Qualification of opportunity  
Identify specific needs (automations/integrations/marketing asset creation) 
Likely will require a Technical resource to assist in scoping opportunity.  
Proposal–need to create an asset 
Closed-Won–what defines this property?  
 
Service Delivery: 
Hand-off Process 
Client Onboarding 
Invoicing 
Account Management 
Project Management + Execution 
Opportunity Capture + Documentation– What did we do, How did we do it, OKR’s & KPI’s  
Client Success– These would be used to further prospect.   
Process/Experience Improvements 
Referrals 
Co-Marketing Initiatives to further promote this project and each respective brand.  
 
People and Functions 
 
Michael Emory –initial point of contact, ultimately accountable and responsible for pipeline maintenance ,  client follow up, reporting, etc.  
Tim Delhaes –will serve as the technical resource to help qualify opportunities from an integration, automation standpoint. 
Christian Geissendoerfer –in a supporting role that will help guide and reinforce prospecting and overall sales approach.  
Marc Dangeard – in a Business Development role & regular collaborator in a supporting role from a prospecting standpoint. 
Avi Kagani– research grants and investment ops 
TBD –Sales Enablement Specialist–sales supporting function to help connect the dots. Tasks would include: SOW development, internal asset creation, process documentation, spearheading sales-to-delivery process, potential account management, etc. 
Sales Development Representative –TBD once we move to scale 
Business Development Representative –TBD once we move to scale. 
 
 
Key Results (#’s and Dates) 
 
By the end of  August , the goal would be to fully up to speed on BitDAO 
By the end of  September , the goal would be to have  five  new   DAOs engaged in the pipeline and potentially  one  onboarded with a project. 
By the end of  October , the goal would be to have  ten  new DAOs engaged in the pipeline and potentially  three  onboarded in a project. 
By the end of  November , the goal would be to have  twenty  new DAOs engaged in the pipeline and potentially  five  onboarded in a project. 
By the end of  December , the goal would be to have  fourty  new DAOs engaged in the pipeline and potentially  ten  onboarded in a project. 
 
Supporting Metrics 
 
Prospecting (traditional) 
Like any Sales function, the outputs will determine if this effort is successful. Simply put, assuming that I would be the ONLY dedicated resource operating in this capacity: 
Daily research– 2 DAO’s  need to be researched, and engaged. 
 
 
There will be organic opportunities that arise as a result of Marc attending Community Calls, activity generated from Tim’s podcast, Christian’s efforts, etc. However, I will assume the  worst case scenario  that zero leads will have been generated from these organic sources in order to ensure that standard sales prospecting funnel is met.  
 
Won-Closed 
The ultimate goal would be to produce 3 Apps for these XXL DAOs by 12/31/2022   
 
Measure/Tools to be used 
 
HubSpot to track Sales pipeline activity, reporting, contact records, Closed-Won, etc.  
Air Table to build contact record data, layout strategic focus, assignments, and map growth architecture. (Need login access) 
LinkedIN Sales Navigator for prospecting 
Loom-prospecting clients + internal coms 
Zoom–meetings 
Sales Enablement Asset creation–SOW’s, Proposals, Hand-off on-sheet, Client Onboarding docs, Sales Process onboarding doc (internal) 
(all tools are currently available and I have access) 
 
Budget 
TBD 
 
Dependencies 
 
Identifying the key POC within each XXL DAO.  
Responsiveness of key stakeholders. 
 
Tasks 
Review prospecting materials–Michael 
Regular strategy meetings–Michael/Marc/Christian/Avi/Tim 
 
Ownership/Transfer 
Michael to take ownership of engagement once sufficient mental onboarding criteria is met.  
Refreshed On: Sep 28, 2022 13:33:36 UTC+00:00