CROs: Run this outbound play to break into massive accounts

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.

~~~

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.