Survival to Thrival at KIC Silicon Valley Meet Up

1. WWW.SURVIVALTOTHRIVAL.COM Linkedin.com/in/SurvivalToThrival/Facebook.com/S2Thrival/ @S2Thrival The enterprise startup guide Bob Tinker & Tae Hea Nahm

2. WWW.SURVIVALTOTHRIVAL.COM © 2018, Bob Tinker & Tae Hea Nahm WWW.SURVIVALTOTHRIVAL.COM Bob Tinker MobileIron Founder/CEO Punchline Guy Three-time entrepreneur $0 -> not much $0 -> 80M / yr $0 ->160M / yr Tae Hea Nahm Storm Ventures VC/Board Model Guy Enterprise investor

3. WWW.SURVIVALTOTHRIVAL.COM VC CEO’s

4. WWW.SURVIVALTOTHRIVAL.COM © 2018, Bob Tinker & Tae Hea Nahm WWW.SURVIVALTOTHRIVAL.COM And then others pitched in… Aaron Levie CEO & Co-Founder - Box Tien Tzuo CEO & Co-Founder - Zuora Phil Fernandez Founding CEO - Marketo Jon Miller CEO & Co-founder - Engagio Mark Leslie Former CEO - Veritas Mark Templeton Former CEO - Citrix Sameer Dhoklia CEO - SendGrid Huan Ho CTO - Rally Team

5. WWW.SURVIVALTOTHRIVAL.COM Help entrepreneurs succeed now & anticipate what’s next www.SurvivalToThrival.com Wrote it down

6. WWW.SURVIVALTOTHRIVAL.COM From a VC: Hi Tae Hea, Thanks again for giving me your book. Great job! Well written, easy to read, good real life examples. I agree with 99% of the insights. Some chapters (like GTM Fit), provided me with great new insights on stuff we have been doing for a while. I would love to purchase the book for our entrepreneurs (~ 20 copies). Early Feedback

8. WWW.SURVIVALTOTHRIVAL.COM Why do so many enterprise startups get to PMF, but never unlock growth? Observation #2:

10. WWW.SURVIVALTOTHRIVAL.COM The missing link for growth: GTM Fit Unlearn your old role Successful startups re-invent themselves Punchlines

12. WWW.SURVIVALTOTHRIVAL.COM Successful startups reinvent themselves 4x

13. WWW.SURVIVALTOTHRIVAL.COM Everything changes Strategy, Execution, Mindset

14. WWW.SURVIVALTOTHRIVAL.COM Picking right cofounder Overcoming founder bias Finding Go-To- Market Fit Calculated Recklessness Escaping the Category Even good startups fail What are the tripwires?

15. WWW.SURVIVALTOTHRIVAL.COM Why do so many enterprise startups get to PMF, but never unlock growth? Observation #2:

16. WWW.SURVIVALTOTHRIVAL.COM • Missed expectations • High frustration • Right people? Right skills? • High cash burn • Running out of time and $ Feel stuck at PMF

17. WWW.SURVIVALTOTHRIVAL.COM Feel stuck at PMF Named it “GTM Fit” How unlock growth?

20. WWW.SURVIVALTOTHRIVAL.COM Product-Market When? During PMF Easy to miss the forest… …while focused on chopping down trees… …and surviving

21. WWW.SURVIVALTOTHRIVAL.COM Product-Market When? During PMF LEARN Go-To-Market Find the patterns Why Win? / Why Lose? Why go fast? / Go Slow?

22. WWW.SURVIVALTOTHRIVAL.COM Happy Customers and won deals Churned Customers and lost deals Who is the buyer? (Company, industry, title) Why now? (Urgency) Why win? Lose? (Pain, use case, factors) Deal summary? (Competitor, price, days) How sell? (Lead source, sales rep profile) Who? (ICP) Why? (Urgency) How? (decide) How? (find them) Take 20 deals Learn: Find the GTM patterns

23. WWW.SURVIVALTOTHRIVAL.COM Once you start to see the patterns… you’re on the path to GTM Fit Who? (ICP) Why? (Urgency) How? (decide) How? (find them)

24. WWW.SURVIVALTOTHRIVAL.COM Go-To-Market Fit: Part 1 Urgent Wave Why buy now? Part of larger wave?

25. WWW.SURVIVALTOTHRIVAL.COM Finding urgency Founder hyper-focus is a strength and weakness “Ruthlessly focus on founding idea” “We are 100% focused. All the wood behind the arrow” “I won 5 customers, that must mean we’ve found urgency” What if you’re wrong? You’re dead.

26. WWW.SURVIVALTOTHRIVAL.COM Instead Cast a slightly wider net for urgent hotpots Be open to----and test----adjacencies Hotspot may not be the founding idea Founding Idea Urgent pain More ICPs

27. WWW.SURVIVALTOTHRIVAL.COM GTM Model Direct, Channel, Web, Freemium, Trial & Upsell Marketing-led, Sales-led Go-To-Market Fit: Part 2 Urgent Wave Why buy now? Part of larger wave?

28. WWW.SURVIVALTOTHRIVAL.COM Pick one GTM Model Product-LedSales-Led Marketing-Led Full touch Low-touch Zero-touch Match how the ideal customer DECIDES TO BUY your product Pick right model for you. Watch out for fad models

29. WWW.SURVIVALTOTHRIVAL.COM 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: Part 3 Urgent Wave Why buy now? Part of larger wave? The Key

30. WWW.SURVIVALTOTHRIVAL.COM What is the GTM Playbook? Misconception #1 Isn’t the GTM playbook = Pitch deck + Good sales tactics OS for the entire GTM motion And incredibly powerful tool to align the entire company

31. WWW.SURVIVALTOTHRIVAL.COM What is the GTM Playbook? Misconception #2 Not a 30 page document Fits on 1 page Maybe 2

33. WWW.SURVIVALTOTHRIVAL.COM 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)

34. WWW.SURVIVALTOTHRIVAL.COM 1 Lay out customer journey Marketing- generated lead 1st meeting 2nd meeting Eval Exec meeting Win Quality Represent the physics of the customer journey Everyone must have same view Don’t use the salesforce forecasting stages

35. WWW.SURVIVALTOTHRIVAL.COM 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

36. WWW.SURVIVALTOTHRIVAL.COM 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/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 Requires sacrifice & distillation Harder than it seems What does Marketing & Sales “Say & Do”

37. WWW.SURVIVALTOTHRIVAL.COM 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/corporate while protecting privacy WOW #1: Sel Wipe Peer references and product deep dive Why beat competition Future proof platform Get eval approval WOW #2: Enterprise AppStore 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 Product team doesn’t decide…customers do Wow’s can change over time Finding the WOW

38. WWW.SURVIVALTOTHRIVAL.COM 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/corporate while protecting privacy WOW #1: Sel Wipe Peer references and product deep dive Why beat competition Future proof platform Get eval approval WOW #2: Enterprise AppStore 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 Be crisp about the ask Ask for 2nd mtg Ask for Eval Boss to table Ask for Order The goal of each stage

39. WWW.SURVIVALTOTHRIVAL.COM Marketing-led with inside sales (recurring) Important note: For ARR, Win not the “end” Playbook extended to Customer Success: Onboard, Production, Upsell, & Renew

40. WWW.SURVIVALTOTHRIVAL.COM 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

41. WWW.SURVIVALTOTHRIVAL.COM 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 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 Often drives product changes

42. WWW.SURVIVALTOTHRIVAL.COM 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

43. WWW.SURVIVALTOTHRIVAL.COM Marketing- generated lead 1st meeting 2nd meeting Eval Exec meeting Win Quality 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 Final Result: GTM PLAYBOOK 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/corporate while protecting privacy WOW #1: Sel Wipe Peer references and product deep dive Why beat competition Future proof platform Get eval approval WOW #2: Enterprise AppStore 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 Ask for 2nd mtg Ask for Eval Boss to table Ask for Order

44. WWW.SURVIVALTOTHRIVAL.COM GTM Model Direct, Channel, Web, Freemium, Trial & Upsell Marketing-led, Sales-led GTM Playbook Find & Win Same Customers What’s The Wow? GTM Fit: 3 parts working together Urgent Wave Why buy now? Part of larger wave?

45. WWW.SURVIVALTOTHRIVAL.COM © 2018, Bob Tinker & Tae Hea Nahm WWW.SURVIVALTOTHRIVAL.COM Post PMF sales bump along, even with more GTM investment Closing deals requires “Founder Hero” selling Every deal is different New sales reps struggle to learn Without GTM Fit: Pain

47. WWW.SURVIVALTOTHRIVAL.COM © 2018, Bob Tinker & Tae Hea Nahm WWW.SURVIVALTOTHRIVAL.COM Leads & pipeline growth Deals close predictably Additional sales & marketing investment grows pipeline New reps quickly learn to win Company knows what to do With GTM Fit Growth Unlocks

48. WWW.SURVIVALTOTHRIVAL.COM 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

49. WWW.SURVIVALTOTHRIVAL.COM - 100 200 300 400 500 600 Q109 Q209 Q309 Q409 Q110 Q210 Q310 Q410 Q111 Q211 Q311 Q411 Q112 Q212 Q312 Q412 # New Customers PER Qtr GTM Fit GTM Fit in action

52. WWW.SURVIVALTOTHRIVAL.COM Company Changes Don’t die … How do we win? Careful execution … Calculated recklessness Product-led culture … GTM-led culture Find PM & GTM-Fit … Drive growth & prove unit economics Work in obscurity … Obsess about awareness Stingy hiring … Rapid hiring & onboarding

56. WWW.SURVIVALTOTHRIVAL.COM Davy Crocket Path through woods VP Sales Evolution Joan of Arc Braveheart Lead great warriors!

57. WWW.SURVIVALTOTHRIVAL.COM Davy Crocket Pioneer Unlearn Moment: VP Sales Unlearn Pioneer  Warrior Leader Change execution Find deals  Win deals (explore) (playbook) Joan of Arc & Braveheart Warrior Leader

58. WWW.SURVIVALTOTHRIVAL.COM Davy Crocket Path through woods VP Sales Evolution Dwight Eisenhower Architect & execute Joan of Arc Braveheart Lead great warriors!

59. WWW.SURVIVALTOTHRIVAL.COM Joan of Arc & Braveheart Warrior Leader Dwight Eisenhower Sales Architect Unlearn Moment: VP Sales Unlearn Warrior  War Room Change execution Win deals  Win war (playbook) (machine)

60. WWW.SURVIVALTOTHRIVAL.COM Captain America One of the Troops Avengers Band of Superheroes Professor Xavier Dean of University Applies to the CEO too

61. WWW.SURVIVALTOTHRIVAL.COM Survival Role PMF/GTMF Growth Role Category Leader Scale Role Industry Leader And every other position …

63. WWW.SURVIVALTOTHRIVAL.COM Spectacular Learning and Unlearning for you and the team

65. WWW.SURVIVALTOTHRIVAL.COM How Korean b2b startups GTM in Korea? Answer: Relationship

66. WWW.SURVIVALTOTHRIVAL.COM What is modern GTM in US? Answer: No Relationship

67. WWW.SURVIVALTOTHRIVAL.COM Build new relationship over internet What is modern GTM in US? Answer: No Relationship

68. WWW.SURVIVALTOTHRIVAL.COM Advice for Korean B2B startups selling to US Think from the US customer perspective How find you? Over the internet Why select you? Solve urgent pain Why IT approves you? On US public cloud Once solved, pls call me

69. WWW.SURVIVALTOTHRIVAL.COM WRAP UP

70. WWW.SURVIVALTOTHRIVAL.COM The missing link for growth: GTM Fit Unlearning is the key Successful startups re-invent themselves Wrap up GTM Model GTM PlaybookUrgent Wave

71. WWW.SURVIVALTOTHRIVAL.COM © 2018, Bob Tinker & Tae Hea Nahm WWW.SURVIVALTOTHRIVAL.COM Advice for early enterprise startups Successful startups: Re-invent 4x PM Fit is not enough: Find GTM-Fit The CEO & Leaders: Add Unlearn into your culture

72. WWW.SURVIVALTOTHRIVAL.COM …and most importantly Know that you are not alone

73. WWW.SURVIVALTOTHRIVAL.COM THANK YOU! www.survivaltothrival.com linkedin.com/in/survivaltothrival/facebook.com/S2Thrival/ @S2THRIVAL Join the community Review on AMZN

74. WWW.SURVIVALTOTHRIVAL.COM Survive well Thrive well Good luck!