Industry:
Youth sports organizations, recreational leagues, school athletics departments, and semi-professional sports teams.
Clubs or organizations with teams that need help managing schedules, communication, registration, and payment processing.
Size of Organization:
Small to mid-sized organizations (SMBs) with 10–100+ teams.
Large organizations managing multiple sports or locations.
Geographic Focus:
United States, Canada, and select international markets with growing sports participation.
Decision Makers (Titles):
Directors of Athletics, League Commissioners, Team Managers, Coaches, Registrars, and Club Presidents.
Technology Stack/Existing Tools:
Organizations currently using manual processes (e.g., spreadsheets, email) or basic team management tools looking for an upgrade.
Competitors' users (e.g., SportsEngine, SportEasy, LeagueApps) who may experience pain points with current solutions.
Pain Points TeamSnap Solves:
Manual communication and scheduling.
Inefficient registration and payment processing.
Lack of streamlined team management tools and administrative support.
To ensure a consistent pipeline of new opportunities, the prospecting cadence should be broken into pre-quarter, during the quarter, and post-quarter activities.
Pre-Quarter Cadence (Planning & Preparation)
Goal: Build a strategy and develop a targeted list of prospects to engage during the quarter.
Timing: 2 weeks before the quarter starts
ICP List Building:
Utilize the CRM (Salesforce, etc.) and sales tools (ZoomInfo, LinkedIn Sales Navigator) to refresh ICP target lists.
Focus on organizations that meet the ICP and have a high likelihood of converting based on past performance.
Content Preparation:
Work with marketing to ensure sales has the latest collateral and assets to support outreach (e.g., case studies, white papers, product demos).
Personalize templates for outbound email cadences, tailoring messaging to specific ICP pain points.
Goal Setting & KPIs:
Set quarterly prospecting goals such as:
Number of outreach touches per day/week.
Number of new opportunities created by the team.
Pipeline growth targets.
During the Quarter Cadence (Execution & Outreach)
Goal: Engage prospects consistently throughout the quarter with a balanced cadence of outreach methods (calls, emails, LinkedIn, etc.).
Timing: Full quarter (3 months).
Outbound Prospecting Cadence (Cold Outreach):
Use a multi-channel approach to engage with new prospects.
Week 1–2:
Day 1: Initial email introduction (value-focused, highlighting pain points).
Day 2: LinkedIn connection request with personalized message.
Day 3: First phone call (reference email and provide additional context).
Day 7: Follow-up email with content (e.g., case study or customer success story).
Week 3–4:
Day 15: Second phone call (check-in and ask for feedback on previous content).
Day 17: Follow-up email (focus on urgency or timing of upcoming seasons).
Week 5+:
Monthly follow-ups with updated content and relevant messaging.
Engage with social media posts or comments to stay on the prospect’s radar.
Follow-Up on Nurtured Leads:
Continue engaging prospects that responded but have not yet converted. Use tailored messaging based on previous interactions or objections raised.
Weekly Review & Adjustment:
Conduct weekly team meetings to review outreach progress, share best practices, and adjust messaging if necessary.
Adjust target list as needed based on responses or market conditions.
Post-Quarter Cadence (Analysis & Refinement)
Goal: Evaluate performance and refine prospecting strategies based on quarterly results.
Timing: Immediately after the quarter ends.
Review Prospecting Results:
Analyze the effectiveness of prospecting efforts (touchpoints, messaging, conversion rates).
Assess pipeline health and whether the goals were met for new opportunities created.
Win/Loss Analysis:
Review deals that were won or lost to understand what prospecting methods worked best.
Identify common themes in successful deals and apply them to future outreach strategies.
Plan for the Next Quarter:
Refine ICP lists based on successful deals.
Identify new industries or markets to target in the upcoming quarter.
Goal: Respond quickly to inbound leads and provide value based on their specific inquiry.
Lead Assignment:
Inbound leads are routed directly to the appropriate sales rep via CRM, based on territory or product specialization.
Lead Qualification:
Within 24 hours, the sales rep should reach out to qualify the lead.
Ask key qualifying questions such as:
What specific challenges are they trying to solve?
How large is their organization (number of teams, players)?
What are their timelines and decision-making process?
Follow-Up Cadence:
Day 1: Immediate response to the lead with a personalized email or call.
Day 2: Follow-up email with additional content or a request for a discovery call.
Day 5: Another phone call if no response.
Weekly follow-ups until the lead either converts into an opportunity or is disqualified.
Content Delivery:
Provide tailored resources (e.g., product overview, relevant case studies) based on their initial inquiry.
Goal: Maximize conversion from leads gathered at in-person or virtual events (e.g., sports industry conferences, webinars).
Pre-Event Preparation:
Ensure all reps have updated materials and pitch decks for the event.
Research attendees beforehand to identify key prospects who will be at the event.
Lead Capture at Event:
Capture leads using a digital system (CRM integration or lead capture app).
Qualify leads as they come in by asking key questions about their organization, current pain points, and decision-making process.
Post-Event Follow-Up Cadence:
Day 1–2: Send personalized follow-up emails thanking them for attending and offering to schedule a demo.
Day 5: Phone call to further qualify the lead and discuss their needs.
Weekly follow-ups using the same multi-touch process (emails, calls, LinkedIn) to nurture the relationship.
Goal: Convert leads generated from virtual assets (e.g., white papers, webinars) into sales opportunities.
Lead Qualification:
Leads from virtual assets should be scored based on engagement (e.g., how much content they consumed, pages visited).
Qualify the lead by reaching out to understand their interest in the downloaded asset and their current challenges.
Follow-Up Cadence:
Day 1–2: Email thanking them for downloading the resource, offering more information, or scheduling a call.
Day 5: Phone call to further qualify and discuss their specific needs based on the asset they consumed.
Ongoing cadence similar to other outbound efforts, with follow-ups and personalized content (e.g., additional resources, case studies).