Megan Killion breaks down MKC's OutboundOS onboarding for MSPs, which costs $4,500 or $1,000 depending on how much work MKC handles versus the client. The framework covers reverse-engineering wins, building an ICP scorecard, creating a Dream-100 list, writing cold emails, and setting SDR activity targets based on sales math.
Hey guys, as OutboundOS has evolved and become a part of our onboarding for a couple of different plans, as well as a standalone that we offer, I wanted to go through it and kind of go over what MKC's responsibilities are under each plan and what the client's responsibilities are under each plan for some clarity. Super open to feedback on this and any questions anybody has. So on page 1, we have the first step of our targeting, which is going to be to reverse engineer wins. In almost every plan, this should live with the client. At the very least, we need this data from the client. How much of this we handle versus how much you handle is sort of what's going to define the pricing of the program for Outbound OS as a standalone. Or if you're doing it as part of onboarding, your onboarding cost is going to depend on how much you can do versus how much we can do. So in like a $4,500 onboarding, this page should be in done entirely by the client, the MSP. So you're supposed to list out your recent wins and then evaluate those to analyze the patterns. Next is the ICP scorecard. This is usually something we do together, um, but in order for us to do it properly, the client needs to bring their current customers or have pre-analyzed them for the 80/20 rule. Whether we analyze or they analyze, again, is going to just be based on the pricing of the onboarding. But essentially, um, you can give us your list of clients and we can apply the 80/20 rule to it. Obviously, we need to know what revenue there is. There's a whole scorecard we can do around this, or you can come prepared knowing who your top clients are, and then we can just do this together. After that's done, we're going to build buyer personas together. This is a really bad example because I used it in a peer group, So just pay attention to the stuff on the left, not what's said in the middle, because that was just, um, something that I was exercising with a peer group that was very strange and niche. But to the left, you can see kind of all the things that we're trying to define for each buyer persona. The Dream 100, um, if we're doing this for you, it's $1,000 as a standalone. Otherwise, we expect you to bring it to us. This is the 100 companies that you want to work with. What you have to give us is the company name, The industry that they're in, and then their website, which is further down. We don't need you to give us the company overview. It's very helpful if you can tell us who you think the decision maker is. The more of this data you can give us, the better. But what we really need is the company name and the industry so we can properly find them. Then we kind of show you how to use LinkedIn for targeting. We show you how to use Apollo for targeting. Case studies and re-engaging. These are just like plays for low-hanging fruit, ways to get people like re-engaged. They're pretty standard. Then we use the buyer personas to build a messaging matrix. As you can see, this example, structural engineering owners. This is work that typically sits with MKC, either myself, your SDR, or one of our sales managers. So like, you have to give us the ICP, or we have to do that together. The buyer personas is best if you do it or we work collaboratively, but we can do it for you. Just know that we don't have access to your clients. So we're going to be basing this on like the broader width of our knowledge and not be hyper niche into what you're seeing for your business. The more custom we can make things to your business, the more successful it's going to be. But it is time consuming. So So either you have the time to do it or you can pay us to do it either way. Then just more messaging for each of the buyer personas we develop. We figure out what the triggers are for your business. For most MSPs, it's going to be something like they hired IT, they fired IT, they moved locations. The more info you can give us on this, the better. Then there's a whole bunch of pages on like phone mastery. How to leave a voicemail, getting past a gatekeeper, the talk tracks that we build. If you have done the ICP, helped us with the buyer personas, and helped us with the messaging matrix and confirmed all of that, then we can do this talk track pretty easily. But you have to do your half in order for it to work out well. Objection handling. We go through how to handle objections. We work through email mastery, how to write a good cold email. This exercise is for you and for your SDR. So I'm going to ask you, the MSP owner, MSP salesperson, the person that we have the relationship with inside your company to do this, as well as your SDR to do it. It is a thought exercise that's going to support How we do cold email. So then we give you a grader, and your SDR gets empowered with a grader for how they're going to grade cold email. This is essentially what Lavender does, and if you can afford the tool, I recommend just investing in the tool. This is a manual way of doing it. We map out how to do sequencing for your account. We show what a sample calendar should look like for an SDR and AE, and we give you the ability to reverse engineer your sales math. Essentially, in order to get to the end goal, we have to know how much volume and what conversion rates are at each step. Once we know that, we know how much you need, how much activity you need to do to actually get to your goal. Same thing for SDRs. We've got a list of performance KPIs we recommend you track every day. I hope that gives a little bit more clarity into kind of what our onboarding looks like and everything that goes into it. This takes many, many days for us to do if we're doing it independently. It goes a lot faster if we're working collaboratively on the project.
