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SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Today’s Macro Environment with Salesforce Ventures

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SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Today’s Macro Environment with Salesforce Ventures Speaker: Nowi Kallen, Managing Director at Salesforce Ventures

SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Today’s Macro Environment with Salesforce Ventures

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Nowi Kallen
Managing Director,
Salesforce Ventures
Moving Upmarket
in Today's Macro Environment
GOING UPMARKET – FRAMING
TAM expansion
Financial Profile &
Valuation…
Category Leadership
The Why The When The Warning
Push vs pull
Founder-led → AE-led
Product Enterprise
readiness
Patience
The Software Valley of
Death
SHARING LESSONS FROM THE BEST IN SAAS
GTM
Udi Ledergor
Chief Evangelist
Adam Carr
Head of Global Sales
Nir Goldstein
VP Sales EMEA & APAC
Colin Jones
CRO
Ryan Carlson
Former CMO
CHALLENGE #1: TENSION BETWEEN SELF-
SERVICE / PLG VS ENTERPRISE
“The self-serve
product suits us just
fine, plenty of
features, thanks for
asking”
“I don’t want to pay
more on a per seat
basis for the
enterprise agreement”
SOLUTION: SHOW AND DELIVER BUSINESS
VALUE UPFRONT
Show Value Upfront Address Enterprise Needs
Make it Strategic to the C-Suite
Business Value Assessments pre-RfP
or POC
Scope, Engage and Nurture all
Stakeholders
Security
Role Based Access Controls
Org Visibility
Compliance & Governance
Reporting & More…
CHALLENGE #2: FOCUSING YOUR
ENTERPRISE SALES ORGANIZATION
Moving From Transactional to
Proper Enterprise Sales
“Are we just collecting sign ups and credit
cards?”
Product-qualified Users/Opps vs.
Sales-qualified Opps
“Which product-qualified users should we target?”
Ad

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SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Today’s Macro Environment with Salesforce Ventures

  • 1. Nowi Kallen Managing Director, Salesforce Ventures Moving Upmarket in Today's Macro Environment
  • 2. GOING UPMARKET – FRAMING TAM expansion Financial Profile & Valuation… Category Leadership The Why The When The Warning Push vs pull Founder-led → AE-led Product Enterprise readiness Patience The Software Valley of Death
  • 3. SHARING LESSONS FROM THE BEST IN SAAS GTM Udi Ledergor Chief Evangelist Adam Carr Head of Global Sales Nir Goldstein VP Sales EMEA & APAC Colin Jones CRO Ryan Carlson Former CMO
  • 4. CHALLENGE #1: TENSION BETWEEN SELF- SERVICE / PLG VS ENTERPRISE “The self-serve product suits us just fine, plenty of features, thanks for asking” “I don’t want to pay more on a per seat basis for the enterprise agreement”
  • 5. SOLUTION: SHOW AND DELIVER BUSINESS VALUE UPFRONT Show Value Upfront Address Enterprise Needs Make it Strategic to the C-Suite Business Value Assessments pre-RfP or POC Scope, Engage and Nurture all Stakeholders Security Role Based Access Controls Org Visibility Compliance & Governance Reporting & More…
  • 6. CHALLENGE #2: FOCUSING YOUR ENTERPRISE SALES ORGANIZATION Moving From Transactional to Proper Enterprise Sales “Are we just collecting sign ups and credit cards?” Product-qualified Users/Opps vs. Sales-qualified Opps “Which product-qualified users should we target?”
  • 7. LESSON LEARNED: CULTURE SHIFT TO EMBRACE ENTERPRISE • Resolve tension between product-led growth mindset and enterprise sales mindset • Culture shift comes from CEO level • Teams working together cross-functionally
  • 8. LESSON LEARNED: ENGAGE AND NURTURE OPPORTUNITIES + STAKEHOLDERS
  • 9. CHALLENGE #3: MAKING YOUR PRODUCT, SALES & MARKETING ORGANIZATIONAL STRUCTURES ENTERPRISE READY “Why can’t I just copy-paste my SMB approach to enterprise? It’s already selling, so isn’t that what the clients want?” “Enterprises are so complex and demanding. My product will never fit them”
  • 10. LESSON LEARNED: SEGMENT THE ENTIRE ORGANIZATION - NOT JUST GTM CEO Sales Customer Success Marketing Product Legal / Finance Midmarket Enterprise SMB
  • 11. LESSON LEARNED: INCREASE SPECIALIZATION AS YOU GO ENTERPRISE: MATCH TEAM EXPERTISE TO SCOPE & INCENTIVIZE APPROPRIATELY Island End-to-end with one team/AE from prospect to convert to close and activate with Assembly Line SDRs / PLQs 🡪Land 🡪 Expand 🡪 Customer Success Specialized Strategic Accounts with E2E coverage Commercial, Mid-Market, Enterprise Geographic divisons Dedicated Product & Marketing counterparties
  • 12. CHALLENGE #4: MARKETING TO ENTERPRISE Buyer Messaging & Brand Image “It’s not just about innovation & cool features anymore, how can we build a trusted brand?” Processes & KPIs “How do we link all these processes to outcomes, ie. customer love and $$$?”
  • 13. LESSON LEARNED #1: BRAND NEEDS TO TALK ENTERPRISE
  • 14. LESSON LEARNED #2: MARKETING SUCCESS INFORMED BY SALES SUCCESS Pipeline Opportunities Leads Generated $41.1M Mktg Generated New Opp Created +20% QoQ 97% of Q Plan 249 # Sales Qualified Opps +8% QoQ 86% of Q Plan 10.7K MQLs Generated -13% QoQ
  • 15. CHALLENGE #5: SELLING IN TODAY’S MACRO ENVIRONMENT Tool Rationalization & Budget Cuts “The customer only wants to cut tools and cut spend” Stakeholders Involved Has Multiplied.. Longer Sales Cycles “The technical team and IT sourcing are signed off, but the deal is stuck somewhere”
  • 16. LESSON LEARNED: CFO IS NOW THE BUYER C-level exec in the target buying group is the economic buyer CFO has become the economic buyer Help technical teams for CFO buy-in Play the long game Before Now CMO Marketing CISO Security CTO/Eng. DevOps Marketing products Security products DevOps / Infra products
  • 17. It will take longer than you’d like and cost more… Buckle in for that journey, the future is bright.