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In this solo episode of The RevOps Corner, host Eddie Reynolds, founder and CEO of Union Square Consulting, shares a recent experience where an AE missed an opportunity to grow him as a customer. Eddie illustrates the mistakes that were made and how you can learn from them to increase your own expansion pipeline.
The process that Eddie highlights is the same one he learned from his time at Salesforce, where he doubled customer spending in the first 12 months.
Emphasizing the importance of fundamentals like ICP, buyer personas, and a strong onboarding process, Eddie discusses identifying healthy customers, segmenting them by industry and role, and drilling down on specific tactics to expand accounts. He underscores the significance of forming a point of view and doing in-depth research to open up expansion opportunities, particularly when approaching various stakeholders such as CFOs and CROs.
00:00 Introduction to RevOps Corner
00:29 Generating Expansion Opportunities
01:12 Missed Opportunities in Account Management
03:27 Fundamentals of Expansion Pipeline
06:08 Identifying Healthy Customers
07:01 Segmenting Customers for Success
09:19 Research and Forming a Point of View
11:48 Setting Up for Success
13:15 Conclusion and Next Steps
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In this episode of RevOps Corner, host Eddie Reynolds interviews Adam Robinson, founder and CEO of RB2B and Retention.com. They discuss the abysmally low prospect response rates in today's market and the significance of leveraging thought leadership on platforms like LinkedIn to enhance outbound sales strategies.
Eddie and Adam share insights from their own experiences building recognizable brands on LinkedIn and discuss practical steps for optimizing sales and marketing efforts in the B2B SaaS space -- with Adam providing some brilliant on-the-spot Inbound-led Outbound coaching and strategies. You won't want to miss this one!Want to learn more about Adam's solution for identifying anonymous website visitors? Click here!
00:00 Introduction
00:22 Guest Introduction: Adam Robinson
00:43 Adam's Career Journey
03:13 Eddie's Career Journey
05:52 The Problem with Outbound Response Rates
09:45 The Evolution of Sales Strategies
12:39 Leveraging LinkedIn for Sales
14:34 Content Creation and Personal Branding
22:42 Demand Creation vs. Demand Capture
26:12 Warm Outreach Campaign Strategies
27:13 Personalization vs. Relevance in Email Campaigns
29:05 Freemium Model and Conversion Rates
30:36 Leveraging LinkedIn for Outreach
32:02 Content as a Sales and Discovery Tool
37:54 Optimizing LinkedIn Connections
43:47 Balancing Automation and Personalization
49:51 Final Thoughts
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In this episode of RevOps Corner, our host Mallory Lee chats with Andrew Nadeau, founder of Align.ly, to explore different ways of qualifying leads other than the "dead" MQL.
They discuss whether MQLs are still relevant, the problems associated with traditional lead scoring, and the importance of intent signals. The conversation highlights how companies can improve lead routing, the nuances of automating lead to account matching, and how AI can assist in these processes. Both agree that while MQLs serve a purpose, a refined approach leveraging Salesforce campaigns and intent signals can streamline revenue operations.
Check out Andrew's playbook for implementing a contacts-only strategy in Salesforce without skipping the lead -> Click here!
00:00 Introduction
00:33 Meet Andrew Nadeau: Founder of Alignly
01:41 Alignly's Solutions and Philosophy
03:55 The Debate: Is the MQL Dead?
08:06 Challenges with MQLs and Lead Scoring
12:02 Improving MQL Strategies
16:12 The Importance of Nurturing Leads and Contacts
21:44 Best Practices for Lead and Contact Management
22:59 Understanding the Sales Handoff Process
23:39 The Importance of Lead to Account Matching
25:25 Challenges with Contact and Account Management
29:41 The Role of Salesforce Campaigns in Marketing
31:35 Measuring Marketing Campaign Effectiveness
42:00 Leveraging AI for Sales and Marketing Alignment
43:58 Final Thoughts and Key Takeaways
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In this episode of The RevOps Corner, host Eddie Reynolds speaks with Jim Wilson, partner at Costanoa Ventures, about blending inbound and outbound strategies to build an effective pipeline for B2B SaaS companies. They discuss definitions of inbound and outbound, account-based marketing (ABM), the importance of prioritizing quality over quantity, and how to balance experimentation with established practices.
Jim emphasizes the value of salespeople owning their prospecting methods and integrating automated tools and content strategies. They share insights on engaging potential customers and refining lead assessment techniques, highlighting the art of selling alongside digital tools and processes.
Jim is always happy to take calls or inbounds from great salespeople. You can reach him on LinkedIn or by email at [email protected]
00:00 Introduction
01:22 The Role of ABM in Outbound Marketing
03:49 How Early-Stage Companies Should Experiment
06:23 Content Creation and Lead Qualification
09:01 How to Define Inbound Qualified Leads
14:37 The Importance of Sales Prospecting
20:19 Strategies for Combining Inbound and Outbound
27:24 Combining Different Types of Buying Signals
28:06 The Role of Salespeople in Targeting Accounts
29:13 Automation and Human Touch in Sales
30:46 Scoring and Prioritizing Accounts
32:55 Integrated Sales Strategies
33:08 Using a Pod Model
35:01 Leveraging LinkedIn and Social Media
42:19 The Power of Referrals and Warm Intros
45:02 The Art of Selling in a Tech-Driven World
48:13 Conclusion and Final Thoughts
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Every lead you have, whether they've shown interest or not, is a lead that you've paid for. Whether you spent money on an ad to generate them, or you paid reps to find and research them, or you bought tickets to an event to meet them. Optimizing your lead qualification and routing is a practice that not only helps increase ROI on these leads going forward, but it can be applied to all of those contacts you've already spent money on.
In this episode of The RevOps Corner, our host Eddie Reynolds is joined by Mallory Lee, SVP of RevOps Strategy at Union Square Consulting, to discuss lead qualification and routing strategies that help B2B SaaS companies get more out of every lead they earn – even the ones who seem like a bad fit.
They explore common issues with the existing MQL process and share insights from their popular newsletter on how to improve lead qualification, reduce acquisition costs, and enhance sales and marketing alignment.
The conversation touches on account-based scoring, the importance of high-intent leads, and methods to separate and prioritize leads effectively. Mallory and Eddie also highlight the significance of defining and refining ICPs and buyer personas and the need for continuous iteration in lead management processes.
Near the end of the podcast, Eddie gives you an exercise you can do today to get you on the path to optimizing your lead scoring process faster than you think.
00:00 Introduction
00:51 Today's Focus: Lead Qualification and Routing
01:25 The Problem with MQLs
02:16 Marketing vs. Sales Perspective
03:26 Effective Lead Conversion Strategies
05:58 Inbound vs. Outbound: A Balancing Act
11:19 The Purpose of Your ICP Definition
11:15 Prioritizing High Intent Leads
22:49 Optimizing Sales and Marketing Alignment
24:07 Incentivizing Marketing: A Different Approach
24:35 The Importance of Revenue Focus in Marketing
25:44 Defining ICP and Personas: Going Beyond Basics
27:46 Challenges in Targeting and Resource Allocation
31:10 The Role of RevOps and Sales in Account Research
34:16 Lead and Account Scoring: A Holistic Approach
37:55 How Lead Scoring Allows Strategic Planning
40:18 Lead Qualification Exercise
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You have no control over revenue growth if you can't see what's happening in your business.
In this recording of our Revenue Factory Webinar hosted by Union Square Consulting and Growblocks, Mallory Lee (SVP of RevOps Strategy at USC) and Tony Holhbein (CEO at Growblocks) discuss how B2B SaaS companies can optimize their go-to-market strategies using the revenue factory model.
They explore the complexities of creating a streamlined revenue operation, including the importance of understanding supply and demand dynamics and managing multiple customer journey lanes. They also examine the dangers of a blended funnel (Simpson's Paradox) and emphasize the need for clear, segmented funnels to improve efficiency and revenue outcomes.
The conversation is filled with practical advice, including implementing effective tech stacks and ensuring strategic alignment. Real-life examples and best practices are shared, offering insights on how to avoid common pitfalls and achieve better pipeline management.
Watch the full webinar on YouTube here!
01:06 Introducing the Revenue Factory Model
02:25 Visualizing the Revenue Factory
05:18 Complexities of the Revenue Factory
08:35 Multiple Production Lines in Revenue Operations
11:36 Efficiency in Production Lines
16:56 The Danger of Averages and Unblending the Funnel
24:38 Understanding Supply in Revenue Operations
26:15 Balancing Supply and Demand in Sales
27:16 Optimizing AE Utilization
20:20 Challenges of Scaling Sales Teams
31:16 Strategic Capacity Planning
33:02 Defining the Factory's Purpose
34:40 Steps to Achieve Product-Market Fit
36:17 Adapting Processes for Growth
41:01 Case Study: Nylas
45:34 Supporting CEOs with Flexible Strategies
48:52 Q&A and Final Thoughts
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In this episode of The RevOps Corner, host Eddie Reynolds interviews Collin Cadmus, revenue growth coach and podcaster, to explore the evolution of modern outbound sales strategies. Collin recounts his career journey and the vital lessons he learned moving through ranks and across companies, the significance of market dynamics, and the shift in B2B buyer behaviors among younger generations. They examine the impact of technology on outbound processes and the need to adapt sales playbooks to new environments.
Additionally, the discussion highlights strategies for defining Lifetime Value (LTV) and optimizing Sales Development Representatives (SDRs) and Account Executives (AEs) roles in early-stage companies. Practical insights include aligning with marketing, detailed account-based marketing strategies, and running targeted campaigns.
00:00 Introduction
00:20 Meet Collin Cadmus: From Retail to Revenue Growth Coach
02:13 The Startup Journey: From Single Platform to Doctor.com
05:47 Lessons Learned and Humbling Experiences
09:00 Building Outbound at Aircall: Challenges and Strategies
13:38 When Prospects are Locked in With a Competitor
22:45 Navigating Leadership and Team Dynamics
37:41 Balancing Outbound and Inbound Sales Strategies
39:01 Challenges of Cold Calling for AEs
40:48 Inbound Marketing and Demand Generation
43:35 Account-Based Marketing (ABM) Strategies
45:30 Aligning Sales and Marketing Teams
56:02 Evaluating Sales Metrics and Strategies
01:01:19 Complexities of Outbound Sales
01:10:45 Final Thoughts and Reflections
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In this episode of The RevOps Corner, our host Eddie Reynolds chats with Mallory Lee, the new SVP of RevOps Strategy at Union Square Consulting. The discussion centers on the concept of Pipeline Councils and their role in maintaining an accurate, predictable pipeline in B2B SaaS companies.
Mallory provides a deep dive into what a Pipeline Council is, how to set one up, the importance of cross-functional alignment, and the tactical steps involved in running an effective meeting. The conversation also explores the critical differences between pipeline reviews and forecasting, and how to determine when a Pipeline Council is yielding positive results.
00:00 Introduction to RevOps Corner
00:28 Meet Mallory Lee: New SVP of RevOps Strategy
01:18 Diving into The Pipeline Council
02:48 Running an Effective Pipeline Council
04:47 Importance of Pipeline Council Meetings
06:18 Challenges and Insights from The Pipeline Council
08:48 Role of CRO and Other Executives in The Pipeline Council
17:01 Integrating Customer Success into The Pipeline Council
23:16 Maximizing Customer Value
24:08 The Renewal Strategy
26:10 When to Invest in a Pipeline Council
28:06 Challenges of Small Teams
31:05 Pipeline Review vs. Pipeline Council
34:24 Ensuring Effective Pipeline Management
38:37 Forecasting and The Pipeline Council
39:34 Measuring Success and Continuous Improvement
43:59 Resources and Further Learning
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In this episode of The RevOps Corner, our host Eddie Reynolds chats with Ben Murray, The SaaS CFO, about the relationship between the CFO and Revenue Operations. They discuss Ben's journey becoming The SaaS CFO and explore critical topics such as forecasting, pipeline review processes, and what the CFO needs from RevOps.
The conversation also covers the complexities of calculating customer acquisition costs, revenue efficiency, and the importance of high-quality data in financial decision-making.
You can find Ben at TheSaaSCFO.com or reach out to [email protected].
00:00 Introduction
00:54 Meet Ben Murray, The SaaS CFO
04:10 The Pipeline Review Process
05:55 Challenges in Pipeline Data Quality
09:48 When Should Companies Start Forecasting
12:17 The Importance of Accurate Forecasting
15:27 How Ben Does a Forecast
18:31 Annual Budgeting Process with Lead Flow
23:55 Analyzing Revenue Growth and Financial Metrics
25:32 Measuring Revenue Efficiency
29:06 The Costs of Customer Retention
35:56 Calculating Go-to-Market Efficiency
43:43 Importance of Lead Attribution in Marketing
48:54 Concluding Thoughts and Contact Information
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In this episode of RepOps Corner, host Eddie Reynolds discusses the intricacies of building a repeatable sales motion with Liam Mulcahy from Kleiner Perkins. They cover various aspects of establishing a sales process, including the importance of your first sales hires, team building in mature companies, tracking metrics early, and the significance of outbound sales. They also touch on the potential pitfalls of over-automating the sales process.
Liam offers insight into hiring decisions, emphasizing the need for data-driven approaches and the value of experience in sales leadership. The episode provides valuable takeaways for both early-stage companies and scale-ups aiming to refine their sales strategies and processes.
00:00 Introduction
00:27 Meet Liam Mulcahy: From SDR to VC
01:18 Early Stage Sales: Who to Hire First?
01:53 Hiring Sales Reps vs. SDRs vs. Sales Leaders
04:08 The Role of Head of Sales
06:56 Managing Sales Reps and Building Processes
14:17 VPs Becoming SEs
14:51 Importance of Sales Process in Early Stage
19:31 Optimizing Sales Efficiency and Time Management
25:26 Positive Pessimism in Sales Management
27:17 The Importance of a Sales Process
27:48 Polite Indifference in Sales
30:07 Understanding the Customer's Pain Points
33:23 The Role of Sales Engineers (SEs)
34:25 Implementing a Sales Process in Early-Stage Companies
37:33 Leveraging Data and Technology in Sales
39:21 The Easiest Way to Go Handoffs
43:17 Challenges in Scaling Sales Teams
47:38 Optimizing Sales Territories with Data
50:25 Conclusion and Contact Information
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In this guest episode of No Nonsense Sales with Tom Boston, CEO of USC Eddie Reynolds discusses the best way to harness data in order to drive revenue and retain customers.
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In this episode of The RevOps Corner, our host Eddie Reynolds explores the relationship between the CRO and Revenue Operations with guests Tim Strickland and Scott Sutton. Tim, former CRO at ZoomInfo and now an advisory partner at Summit Partners, and Scott, former VP of RevOps at Zoominfo and now CEO at Later, discuss their collaborative experience at ZoomInfo. They discuss the structure and roles within their teams, detailing the split between strategic analytics and operational execution.
The discussion extends to the importance of data-driven decision-making, holding sales teams accountable, and the role of RevOps in creating an efficient revenue-generating "machine." They also touch on the challenges and strategies of scaling these operations in smaller companies.
00:00 Introduction
00:17 Meet the Guests: Tim Strickland and Scott Sutton
00:52 How Zoominfo Restructured RevOps
02:32 The Importance of Analytics and Strategy
05:40 RevOps as the Engine of Revenue Efficiency
17:03 Testing and Validating Hypotheses
27:45 Scaling RevOps in Smaller Organizations
32:33 Who Should RevOps Report To?
37:22 Leadership and Accountability in RevOps
42:41 Conclusion and How to Reach Tim and Scott
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In this episode of The RevOps Corner, our host Eddie Reynolds interviews Jeremy Donovan, EVP of RevOps and Strategy at Insight Partners. The conversation revolves the recent study from Insight Partners titled "Needles and Haystacks: Which Go-To-Market Practices Are Actually Best Practices".
Eddie and Jeremy go through the top 4 best practices in the study that correlated with the highest performing companies, including a very surprising 5th result. You'll learn about the significance of managing channel partner conflicts, the importance of setting revenue targets by lead source, the need for equitable sales territories, and the critical nature of sales and marketing alignment.
00:00 Introduction and Guest Introduction
01:04 Defining RevOps and Its Scope
04:50 Forecasting and Strategy in RevOps
08:52 The Study: Needles and Haystacks
12:30 Key Findings from the Study
13:40 The #1 GTM Practice Correlated with Top Performers
28:04 The Debate on Equitable Territories
29:02 Challenges with Account Distribution
30:56 Optimizing Territory Planning
34:00 #1 Sales Process, Mapping Stakeholders and Influencers
39:08 #2-4 Best Practices: Sales and Marketing Alignment
43:10 An Unexpected Result
49:31 Concluding Thoughts and Resources
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In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Megan Bowen, CEO at Refine Labs – one of the top marketing agencies for B2B SaaS scale ups.
You'll learn about: Hybrid marketing attribution (blending the attribution between software and self-reporting) Measuring the effectiveness of marketing all the way through to revenue And breaking it down by each channel within marketing that contributes to that revenue As well as the most common mistakes made in B2B SaaS marketing and how to fix themRefine Labs has some exciting content updates coming soon with their product, The Vault, where you can get access to everything you need to know to implement their strategies at your own company. Be sure to check it out!
00:00 Introduction
01:03 Megan Bowen's Journey to CEO at Refine Labs
06:47 The Power of Hybrid Attribution in Marketing
17:49 Challenges and Insights on MQL Targets
22:45 Multi-Channel Attribution and Pipeline Sources
25:48 Exploring Marketing Attribution Models
26:41 Challenges in Measuring Marketing Impact
27:15 Sophisticated Attribution and Pipeline Models
29:03 Gathering Qualitative Feedback from Sales
31:31 Setting Effective Measurement Frameworks
38:59 Optimizing Response Times and Lead Quality
39:25 Strategies for Handling High-Volume Inbound Leads
41:00 Qualifying Leads and Enhancing Sales Processes
44:39 Evaluating and Adjusting Marketing Strategies
48:50 Closing Thoughts
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In this episode of the RevOps Corner, our host Eddie Reynolds interviews Andrej Zinkevich, co-founder of Fullfunnel.io, on defining ABM, launching it efficiently with minimal resources, and avoiding common pitfalls. The discussion covers the importance of understanding the buying process, focusing on accounts likely to convert, and the role of marketing and sales collaboration in identifying and engaging target accounts.
You'll learn about detailed strategies for building and prioritizing an account list, conducting market research, and executing targeted marketing efforts. Additionally, the conversation highlights the feasibility of running ABM with lean teams, underscoring the necessity of a cohesive, holistic approach towards sales and marketing efforts.
00:00 Introduction
00:48 Defining ABM in 2024
04:47 Building Effective ABM Lists
12:57 Integrating ABM with Sales and Marketing
17:58 Pilot Programs: Starting Small with ABM
21:37 Creating Awareness Without Big Budgets
28:10 The Power of Account Research in Sales
29:55 The Art of Cold Calling
30:48 Inbound vs. Outbound
34:49 Account Selection and Prioritization Strategies
46:03 Executing Targeted Marketing with Limited Resources
50:30 The Dynamic Nature of Account-Based Marketing
53:04 Concluding Thoughts and How to Connect
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In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Renee Cohen, Vice President of Marketing and Operating Partner at Norwest Venture Partners, to discuss the evolution of lead generation strategies in B2B SaaS companies and the death of the MQL.
The conversation covers topics such as the integration of inbound and outbound strategies, the importance of account-based marketing, and the role of intent data in identifying potential clients.
Key insights include the critical analysis of current lead scoring practices, the debate on routing high-intent leads, and strategies for creating effective target account lists for cold calling.
00:00 Introduction
02:50 The Importance of Benchmarking
03:49 Investment Trends Post-B2B SaaS Industry Shift
06:45 Redefining MQLs
10:53 The Challenge of Efficient Lead Scoring
15:30 Rethinking Lead Generation Strategies
21:31 Optimizing Lead Management and Routing
22:52 Strategic Approach to MQLs and Outbound
28:02 Exploring Growth Strategies and Benchmarks
28:31 The Cost of Customer Acquisition
32:15 Leveraging Owned Intent Data
41:05 The Art of Routing Inbound Leads Effectively
44:19 The Importance of AE and SDR Collaboration
50:26 Closing Thoughts and Resources
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In this episode of The RevOps Corner, our host Eddie Reynolds sits down with none other than John Barrows, CEO of JB Sales and professional sales trainer to some of the biggest B2B brands in the world. John shares his methods for successful outbound, focusing on how to operationalize the outbound process for B2B SaaS companies in 2024.
This episode is filled with practical advice for sales operations professionals on building a process that targets the right prospects, at the right time, with well-structured messaging and personalization.
00:00 Introduction
00:56 How Outbound is Changing
07:08 Importance of the Learning Process
10:50 It Starts with the ICP
17:07 Segmenting Your Prospects
25:17 The Holy Grail of Prospecting
29:55 What Are Sales Triggers
38:27 The Optimal Outbound Process
41:43 Tailored,Targeted, and Templated Messaging
47:44 RevOps Role in Optimizing Outbound
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In this crossover episode with RevOps Lab, hosts Philip and Janis interview USC Founder Eddie Reynolds on the intricacies of executing a successful customer success motion. You'll learn about the importance of customer success and how RevOps can assist this key department – from implementing processes for onboarding to expansion and renewal.
00:00 Introduction
02:39 How do you define RevOps and what strategy does this mean for you?
04:46 What are the problems in customer success right now?
08:37 What are best practices in the onboarding-process?
14:18 What were the biggest changes in customer success in the last 12-18 months?
18:13 Is there a playbook to stay on track the whole year in the usage-process?
23:35 How do you do pipeline management for expansion of renewal-opportunities?
28:13 What else is important when thinking about customer success?
31:57 What does growth look like in the next couple of years?
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In this crossover episode with The RevOps Review, host Jeff Ignacio interviews Union Square Consulting founder and CEO, Eddie Reynolds, about his journey from starting his first business at a young age to finding his passion in revenue operations. Eddie discusses his unique approach to B2B SaaS sales and highlights the importance of building a repeatable process. Eddie also shines a light on the current issues faced by companies that haven't yet developed a solid RevOps strategy.
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In this episode of The RevOps Corner, our host Eddie Reynolds welcomes Tony Rodoni, Operating Partner at Bessemer Venture Partners and former Executive Vice President at Salesforce, to lay bare the nuances of building a sales team from when you're $10M in revenue to $100M.
Tony discusses what he looks for when recruiting top-tier sales leaders and crafting revenue operations primed for explosive expansion, drawing from his tenure at Salesforce to the dynamic realm of Venture Capital.
00:00 Introduction and Today's Topic03:38 How Sales Leaders Can Be Successful on Day One
13:00 Tony's Hope for Sales Managers
14:40 Operational Planning and Infrastructure
19:27 When Sales has Ineffective Leadership
24:48 Balancing Sales Skills and Operational Acumen
33:58 Adapting Strategies from Large Corps to Startups
50:49 The Kind of Sales Leadership Scale-Ups Need to Hire
53:59 Closing Thoughts
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