250+ partners Acquia has beaten their plan every quarter since we incubated them in our office. They did $3m last year, CLICK will do $13m this year, significantly ahead of their $8m plan CLICK and are exiting this year on a $20m run rate, planning for $25m next year. And given we&apos;re on a tear, we&apos;re investing aggressively to win in this market by expanding our team, our products and services, and into new geographies. Pause – with Acquia as an example of our Open Source focus, let’s now turn to SaaS and look at Demandware
Differentiate between selling open source and Drupal. They may already be using Linux, Jboss etc. Just not familiar with Drupal or OSS WCMS? Prep- I don’t think the sales team is going to research a lead. You’ve got to convince them it’s worthwhile. Sell open source/Commons - Commons and Drupal are very diffferent types of sales. Third Call – there’s often a lot research and follow-up. Potentially references. Perhaps a demo, or technical meeting to gain credibility.
Tim Bertrand (VP of Worldwide Sales, Acquia) - Building a Formula One Sales Model, while Driving at 200 mph
Building the Fastest Growing Private
Company in the US
SVP, WW Sales
Who is Acquia?
•Fastest growing private company
in the US – via Deloitte Fast 500
•#1 Software Co on the Inc 500 –
•Boston, Portland, Washington
DC, UK, France, Netherlands,
•$68.5M raised capital:
•North Bridge Venture Partners,
Sigma Partners, Tenaya Capital,
Investor Growth Capital, Accolade
Drupal: The Platform Driving Integrated Digital
Experiences for Content, Community &
Market Presence 2,000,000+ sites
Global Adoption 230 countries
Extensive Capabilities 25,000+ modules
Broad Community 1,000,000+ members
Active Development 31,000+ developers
2X the size of Linux developer community
• 2009: 100% inbound marketing/inside sales
• Our assumption: With a very large installed base of
Drupal users, we should be able to develop a very
targeted set of assets and “they will come”
• Lesson learned: You need a massive content engine to
drive inbound leads. We should have concentrated much
more up front on our content engine.
• Our assumptions: Our content engine and inbound
marketing engine was cranking – we assumed we could
scale until (infinity?). Until we couldn’t…
• Lesson learned: We relied too heavily on inbound
marketing in a market that was mature enough to support
a traditional Enterprise/outbound function. In early 2012
– enter Aaron Ross & Predictable revenue…
• Our assumptions: We were entering a mature enough
phase of the market that we could simply hire lots of
Enterprise sales people in the field and scale similarly to
how we scaled the inside sales model.
• Lesson learned: Remote/Enterprise sales people require
lots of support, extremely intense onboarding, and we
created a culture that lacked accountability between the
field & inside teams.
What’s “under the hood”?
culture of accountability
A sales process with multiple validation points
Validation: Pursuit Drill Validation: Vision to CloseValidation: Discovery Letter
We Think About Our Model Every Day…..
• How we make decisions on our model
- 18 month time horizon
- Constantly examine market opportunity – are we investing for growth based upon what we see in the market?
- Build plan around BOTH the market and the targets
- Start with board plan revenue targets & bottom’s up model
• Based upon key learning’s, market events, internal initiatives, we predict where growth will come from
• Assign revenue target to regions
- Annual then adjust quarterly
- Identify ways to create leverage
- Each quarter, we identify strategic milestones we need to accomplish
• Key hires
• Geographic expansion
• Internal initiatives
• Channel initiatives
• Product enhancements / go to market programs
• Key deals / relationships
- The output of this process is an evolving sales model
• For sales model decisions…
• What is the impact? (Short and long term)
• Does it scale?
• How hard to implement, measure & sustain?
• Does it fit the constraints of our business?
• Don’t underestimate the power of of content
• Invest in a balanced (inbound/outbound), predictable
revenue model early
• Understand the complexity and onboarding process for
hiring field resources outside of your corporate office
• Be ruthless about collecting/analyzing your metrics and
implement a validated sales process
• Run your business with the rigor and scrutiny of a public
company from Day 1