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Growing Sales on the Go: How David Ellis is Driving Revenue While on Holiday

Growing Sales on the Go: How David Ellis is Driving Revenue While on Holiday

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 Episode Summary

In this episode of Building in Public, David Ellis and Stacey Cruickshanks discuss the latest updates on their ambitious Q1 goal: securing 30 new sales.

Joining from the French Alps while on a two-week snowboarding trip, David shares how he balances work and time off, the marketing experiments driving growth, and why his sales process is delivering a 6X return on ad spend.

Guest Profile: David Ellis

David Ellis is a B2B growth strategist and founder with a strong track record of scaling businesses through demand generation and high-converting marketing funnels.

His expertise lies in helping companies build predictable revenue streams through strategic marketing investments.

Key TakeawaysHow David Balances Work and Snowboarding
  • Works remotely while maintaining productivity
  • Stresses the importance of setting clear boundaries for work and personal time

Scaling Sales: The Q1 Challenge
  • Goal: 30 new sales in Q1 2025, doubling the usual target
  • Marketing spend has increased proportionally to drive results
  • Early success: £9,000 spend generated £63,000 in revenue (~6X return)

The Importance of Infrastructure Before Scaling
  • Scaling too soon without the right infrastructure can damage client relationships
  • Took 18-24 months to refine service delivery before ramping up sales
  • Recent hires and process improvements now allow for expansion

Sales Metrics and Conversion Insights
  • 31 sales calls booked in January
  • 7 new sales closed, with additional prospects still in the pipeline
  • High show-up rate (90-95%) due to effective lead qualification
  • 40-50% close rate, which suggests pricing may even be too low

Marketing Experiment: Skipping the Website
  • Switched LinkedIn profile CTA from Visit Website to Book a Call
  • Early results show a lower cost per demo and increased call bookings
  • Could signal a shift in B2B marketing where direct call booking outperforms traditional website lead nurturing

The Role of Data in Decision-Making
  • Primary KPI is cost per demo to track efficiency of marketing spend
  • Sales calls are structured as consultations rather than hard sells
  • Data-driven approach ensures continued optimization of marketing efforts

Chapters and Time Stamps[00:00] – Introduction and Episode Overview[00:43] – David’s Remote Work Setup and Snowboarding Routine[01:52] – How David Manages Work and Snowboarding[02:33] – The 30 Sales Q1 Goal and Why Now[04:31] – Building the Right Infrastructure Before Scaling[06:34] – January Sales Performance Recap[08:19] – Understanding Sales Call Quality and Lead Conversion[11:04] – Why David’s Show-Up and Close Rates Are So High[13:16] – The Future of Sales Calls: Will David Step Back?[16:23] – Biggest Lessons Learned from Scaling[18:53] – The LinkedIn CTA Experiment: Skipping the Website[20:05] – The Role of Data in Marketing Decision-Making[21:46] – Should Pricing Increase Given the High Close Rate?About Building in Public

Building in Public is a podcast that takes you behind the scenes of scaling a B2B business, sharing real-time insights, experiments, and lessons from the trenches. If you're a founder or marketer looking to grow sustainably, this show is for you.

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