On the mind.

Welcome to my first newsletter! For years, I’ve followed a handful of leaders' newsletters and have wanted to start my own for a while. So here we are. 🥳 

I’m really excited to have you here and share what’s on my mind each week. For the first On the mind segment, I’m going to break down the newsletter that will be dropping in your inbox every week.

Each week, I’m going to follow a simple structure:

(1) On the mind

This section is for items that are on my mind in any given week. Topics for this section could be business-related, health and fitness, quotes, UI/UX design, personal experiences, or maybe just a song that I’m really feeling that week... It could be anything!

(2) Business.

This section is for sharing what’s happening within the rabbit hole itself. My focus for this section is geared toward the people working at White Rabbit Group but it will also give some deep insight to other readers on how we’re operating the business. This area will be related to White Rabbit Group or The Labs, including areas such as why we started the company, our mission as a company, fun facts, an employee shoutout, or a learning lesson that I want to share.

(3) One pic.

This one is simple: share one pic from the week and write a short description. If you know me, you know I love capturing moments and sharing them with people. That being said, I definitely stole this section from my buddy Ben Sampson and his newsletter. If you like following CEOs or just want to follow one of my best friends, then check him out at: Ben Sampson.

So, that’s what I’ll be dropping each week! Feel free to reply to these emails and let me know what you think. I want these newsletters to be as collaborative as possible!

Business

The Relentless Campaign 🚀 

Introduction

Our new sales (customers we have never worked with before) have been okay this year.

Our team is having a ton of meetings with potential new partners who love what we offer, but something is not sticking as much as we would like. Our close cycle can also take a while, requiring the right project to kick things off.

White Rabbit Group has a lot of potential growth ahead, and there are endless agencies/studios that we can help. I know there are countless agency owners right now pulling their hair out over a web project, wishing they knew about us.

To be clear, we’re not losing business, but we feel that new business sales should be bigger for 2024, and we want more growth.

Staying stagnant is not our style.

Because of this, last week we launched what we’re calling the: Relentless Campaign.

Summary

The goal is to get in front of and close an actual project with some of the top agency "targets" (potential partners) we have identified as a company. The twist with the Relentless Campaign is that we're assigning "targets" to specific team members to own the entire sales cycle. These team members have no rules on how they close the deal, there is a budget set per person, and there is a small cash bonus if a deal is closed.

What's also fun is that, along with the sales team: myself, Abhilash (my co-founder), and even Mukesh (Director of Engineering) have targets.

Our current sales team has structure in what they do each day. However, the structure for this campaign is loose, and each person is in charge of taking the sale all the way to the end. This allows our Account Executives to test initial outreach again and our Outreach Reps to bring a deal all the way to the end.

Targets 

I wanted to share examples of actual targets on our list. These are agencies we have not had an opportunity to work with… yet.

Accenture

Instrument

Red Antler

I'm sharing with you because (1) I want to provide clear examples of who we partner with, I think it helps paint the picture of our campaign and (2) If you are reading this and know someone who works at one of these companies, tell them we want to work with them!

Campaign Rules

• We have seven people participating who have targets. I am personally owning five of those targets. (Fun fact: I haven't stepped into sales at this level for years, so it should be a good time!)

• Total target list: 47 agencies and creative studios.

• Our team members can only go after the list assigned to them.

• USD $1,000 budget per team member. They can spend it however they like.

• No rules on how you do it. Buy a plane ticket, send a gift, knock on their door, send a small gold-plated rabbit statue... Go get 'em!

• 3-month time frame. This campaign will go on for three months.

• Small cash bonus for anyone on the team who closes a target with a $10k minimum project size.

• Each person still has to take on their normal day-to-day tasks. This is a side project to stir things up.

Goals

• Drive new business.

• To stir up the pot. Complacency is the silent killer of success.

• To drive the teams feeling that we are all in the same boat. That we’re doing this together, even my co-founder and I are doing this.

• One of my personal favorites: Give complete freedom to team members, empower them come up with their own creative ideas to gain a certain potential customer. There are no rules, the only rule is to capture business! Increase ownership of ones role.

• New strategies may arise from this. When you give people more unstructured freedom, it empowers them and new strategies may arise for our sales team.

• It’s fun. It changes up our teams day-to-day… and at the end of the day, what are we doing if we’re not having fun and enjoying what we do?

So that’s what we’re working on. I’ll update you in a month or two on how it’s going. Stay tuned!

One pic.

That’s it for this week, thanks for joining.

The Weekly is a newsletter that goes out each week written by Greg Bellinger, founder of White Rabbit Group and The Labs. If you liked what you read, share this link with your people.