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04.2018 Berkeley Haas School of Business

Tae Hea Nahm had the opportunity to speak to our future founders and CxOs at Berkeley's School of Business.

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04.2018 Berkeley Haas School of Business

  1. 1. Building an enterprise startup www.SurvivalToThrival.com linkedin.com/in/SurvivalToThrival/facebook.com/S2Thrival/ @S2Thrival
  2. 2. © 2017, Bob Tinker & Tae Hea Nahm Bob Tinker MobileIron Founder/CEO Punchline Guy Three-time entrepreneur $0 -> not much $0 -> 80M / yr $0 ->160M / yr Tae Hea Nahm Storm Ventures Founder/VC Model Guy Enterprise investor
  3. 3. VC CEO’s
  4. 4. © 2017, Bob Tinker & Tae Hea Nahm Help enterprise entrepreneurs succeed now & anticipate what’s next
  5. 5. © 2017, Bob Tinker & Tae Hea Nahm Why spend 2+ years writing? So many helped us Silicon Valley Ethos Entrepreneurs Helping Entrepreneurs
  6. 6. © 2017, Bob Tinker & Tae Hea Nahm Why can’t enterprise startups unlock growth, despite having product market fit? Question #1:
  7. 7. © 2017, Bob Tinker & Tae Hea Nahm Why is growing a startup so hard on the people? Question #2:
  8. 8. © 2017, Bob Tinker & Tae Hea Nahm 1. Unlocking company growth requires Go To Market Fit (Product-Market-Fit is not sufficient) 2. Unlocking personal growth requires Unlearning Punchlines Both require anticipating what’s next
  9. 9. From zero to $1 billion Simplify the enterprise startup journey into five stages Each stage requires a mindset change Anticipate change due to new stage Understand the entire enterprise startup journey
  10. 10. From zero to $1 billion Simplify the enterprise startup journey into five stages Each stage requires a mindset change Anticipate change due to new stage Understand the entire enterprise startup journey Picking the right cofounder
  11. 11. From zero to $1 billion Simplify the enterprise startup journey into five stages Each stage requires a mindset change Anticipate change due to new stage Understand the entire enterprise startup journey Overcoming founder bias
  12. 12. From zero to $1 billion Simplify the enterprise startup journey into five stages Each stage requires a mindset change Anticipate change due to new stage Understand the entire enterprise startup journey Finding GTM F
  13. 13. From zero to $1 billion Simplify the enterprise startup journey into five stages Each stage requires a mindset change Anticipate change due to new stage Understand the entire enterprise startup journey Changing mindset
  14. 14. From zero to $1 billion Simplify the enterprise startup journey into five stages Each stage requires a mindset change Anticipate change due to new stage Understand the entire enterprise startup journey Escaping the category
  15. 15. © 2017, Bob Tinker & Tae Hea Nahm Go-To-Market Fit The Missing Link for Enterprise Growth
  16. 16. © 2017, Bob Tinker & Tae Hea Nahm Achieving PMF is a huge milestone
  17. 17. © 2017, Bob Tinker & Tae Hea Nahm But PMF is not enough to unlock growth There is a Missing Link!
  18. 18. © 2017, Bob Tinker & Tae Hea Nahm The Missing Link to growth: GTM Fit
  19. 19. © 2017, Bob Tinker & Tae Hea Nahm What is Go-To-Market Fit? Predictable, Repeatable, Scalable Growth
  20. 20. GTM Model Direct, Channel, Web, Freemium, Trial & Upsell Marketing-led, Sales-led Go-To-Market Fit: 3 parts
  21. 21. GTM Model: pick one Product-LedSales-Led Marketing-Led Full touch Low-touch Zero-touch No right or wrong answer Depends on your product & market
  22. 22. GTM Model Direct, Channel, Web, Freemium, Trial & Upsell Marketing-led, Sales-led GTM Playbook Find & Win Same Customers What’s The Wow? Go-To-Market Fit: 3 parts
  23. 23. Lay out customer journey1 Automated Manual Product-led (self service) Website Free trial Drive usage Self-serve to paid Expand with usage NurtureQuality Digital Marketing Marketing- generated lead Sales-led 1st meeting 2nd meeting Evaluate Exec meeting Win Quality Marketing-led with inside sales (recurring)
  24. 24. 1 Lay out customer journey Marketing- generated lead 1st meeting 2nd meeting Eval Exec meeting Win Quality Have mobile devices and apps? Users want to pick own device or BYOD? Are you worried about security of your data? Explore needs and motivation We solve security for apps and devices Innovative mobile security platform for BYOD or corporate while protecting privacy Peer references and product deep dive Why beat competition Future proof platform Get eval approval Get boss to table Present test plan results and customer success plan Initial pricing and executive references Turn up live instance Customer execute test plan and document results Find challenges Initial order Convert eval to live Introduce customer success team What to ‘Do & Say’ at each stage? What are the ‘wow’s? 2
  25. 25. 1 Lay out customer journey Marketing- generated lead 1st meeting 2nd meeting Eval Exec meeting Win Quality Have mobile devices and apps? Users want to pick own device or BYOD? Are you worried about security of your data? Explore needs and motivation We solve security for apps and devices Innovative mobile security platform for BYOD or corporate while protecting privacy Peer references and product deep dive Why beat competition Future proof platform Get eval approval Get boss to table Present test plan results and customer success plan Initial pricing and executive references Turn up live instance Customer execute test plan and document results Find challenges Initial order Convert eval to live Introduce customer success team What to ‘Do & Say’ at each stage? What are the ‘wow’s? 2 SEO/M programs and website landing SDR outbound email and calls Channels and ecosystem referrals 1st meeting presentation Supporting videos and product information WOW #1 2nd meeting presentation with deep dive and competitive Key features for differentiation WOW #2 Exec summary talking points and exec references Eval results in nice dynamic dashboard Executive calls Easy eval turn-on and tutorial Eval checklist Competitive traps Engineer hotline for issues Quick quoting tool Click thru legal agreements Welcome kits and training video What’s the rest of Company do to support the playbook?3
  26. 26. Marketing- generated lead 1st meeting 2nd meeting Eval Exec meeting Win Quality Have mobile devices and apps? Users want to pick own device or BYOD? Are you worried about security of your data? Explore needs and motivation We solve security for apps and devices Innovative mobile security platform for BYOD or corporate while protecting privacy Peer references and product deep dive Why beat competition Future proof platform Get eval approval Get boss to table Present test plan results and customer success plan Initial pricing and executive references Turn up live instance Customer execute test plan and document results Find challenges Initial order Convert eval to live Introduce customer success team What to ‘Do & Say’ at each stage? What are the ‘wow’s? 2 SEO/M programs and website landing SDR outbound email and calls Channels and ecosystem referrals 1st meeting presentation Supporting videos and product information WOW #1 2nd meeting presentation with deep dive and competitive Key features for differentiation WOW #2 Exec summary talking points and exec references Eval results in nice dynamic dashboard Executive calls Easy eval turn-on and tutorial Eval checklist Competitive traps Engineer hotline for issues Quick quoting tool Click thru legal agreements Welcome kits and training video What’s the rest of Company do to support the playbook?3 Metrics “come for free” 4
  27. 27. GTM Model Direct, Channel, Web, Freemium, Trial & Upsell Marketing-led, Sales-led GTM Playbook Find & Win Same Customers What’s The Wow? Urgent Wave Why buy now? Part of larger wave? Go-To-Market Fit: 3 parts
  28. 28. © 2017, Bob Tinker & Tae Hea Nahm What does GTM-Fit feel like? Momentum
  29. 29. GTM Fit Moments… Tien Tzuo. CEO Zuora No longer an evangelical sale Aaron Levie, CEO, Co-Founder Box “Holy Crap, Every Vertical Has the Same Problem” Bob Tinker, CEO, Co-Founder MobileIron VP Sales Making a Big Bet
  30. 30. Welcome to Thrival ! Don’t die (while finding our path) How do we win?
  31. 31. Accelerate to category leader Breakout with virtuous cycleGTM Fit attracts competition Category Leader gets most of the prize GTMF Competition # 1 Competition # 2 Competition # 3
  32. 32. © 2017, Bob Tinker Thrival profoundly changes the company …and the people
  33. 33. © 2017, Bob Tinker & Tae Hea Nahm Company Δ Role Δ The People Journey with no Δ in title
  34. 34. © 2017, Bob Tinker & Tae Hea Nahm Company Δ Role Δ People Δ …or Δ the people The People Journey with no Δ in title
  35. 35. Painful challenge & spectacular learning A B The very things that made you successful B C can hold you back or kill you © 2017, Bob Tinker
  36. 36. © 2017, Bob Tinker & Tae Hea Nahm Really Hard It’s hard
  37. 37. Captain America One of the Troops Avengers Band of Superheroes Professor Xavier Dean of University Three very different CEO jobs
  38. 38. Captain America One of the Troops Avengers Band of Superheroes The first CEO transition Unlearn Relinquish control… ….while maintain control Change execution: Organic to organized
  39. 39. Davy Crocket Path through woods Braveheart Lead great warriors! Dwight Eisenhower Architect & execute Applies to VP Sales
  40. 40. Captain America One of the Troops Avengers Band of Superheroes Unlearn Moment for VP Sales Unlearn Being a warrior Change execution: ___________
  41. 41. Davy Crocket Path through woods Braveheart Lead great warriors! Dwight Eisenhower Architect & execute And every other position
  42. 42. © 2017, Bob Tinker & Tae Hea Nahm
  43. 43. © 2017, Bob Tinker & Tae Hea Nahm What is required to unlearn? Soul of the CEO Self-awareness Schizophrenia Passion for Mission © 2017, Bob Tinker
  44. 44. © 2017, Bob Tinker & Tae Hea Nahm It’s about the Mission…
  45. 45. © 2017, Bob Tinker & Tae Hea Nahm It’s about the Mission… I recognize that very few things can screw up a company more than founder drama. If the company is fortunate enough to grow beyond me, I will step aside gracefully for the good of the Mission. …not me, or my ego. I promise to do my best to separate my ego from the business We work for the company & the team
  46. 46. © 2017, Bob Tinker & Tae Hea Nahm Passion for Mission is the core Ego is the enemy Becomes the company culture
  47. 47. © 2017, Bob Tinker & Tae Hea Nahm Advice for early enterprise startups Find GTM-Fit (with no relationship) Unlearn (to integrate superheroes) Company culture (Mission > Ego)
  48. 48. …and most importantly Anticipate what’s next Know that you are not alone
  49. 49. © 2017, Bob Tinker & Tae Hea Nahm Pay it forward Silicon Valley Ethos Entrepreneurs Helping Entrepreneurs
  50. 50. THANK YOU! linkedin.com/in/survivaltothrival/ www.survivaltothrival.com facebook.com/S2Thrival/ @S2THRIVAL Join the community. For exclusive content (like this presentation!) and access into the GTM Fit Summit this May
  51. 51. And to every leader… Superstar Superhero Mere Mortal Unlearn

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