Building the Fastest Growing Private
Company in the US
Tim Bertrand
SVP, WW Sales
Acquia
Who is Acquia?
•Fastest growing private company
in the US – via Deloitte Fast 500
•#1 Software Co on the Inc 500 –
2012
•4...
Drupal: The Platform Driving Integrated Digital
Experiences for Content, Community &
Commerce
Market Presence 2,000,000+ s...
($ millions bookings)
4
Our Journey
• 2009: 100% inbound marketing/inside sales
• Our assumption: With a very large installed base of
Drupal users...
Our Journey
• 2010/2011
• Our assumptions: Our content engine and inbound
marketing engine was cranking – we assumed we co...
Our Journey
• 2012/2013
• Our assumptions: We were entering a mature enough
phase of the market that we could simply hire ...
2014: Where we landed
Acquia by the Numbers
• 2014 bookings plan - $120MM ($75MM net new)
• 60 quota carrying sales reps
• 20 pre-sales solution...
Sales Team:
Lead Generation:
Account Management:
UpsellOpportunities
2014: Where we landed – Demand Generation
Creating a Machine
•
ISR Responsibilities
-Pipeline Generation
-High % of Qualified
Opportunities
-Assist with deal
closur...
Tools we use
• Lead generation
- Inside View
- Connect & Sell*
- LinkedIn
- Acquia Crawler
• Marketing Automation
- Market...
What’s “under the hood”?
High performance
culture of accountability
A sales process with multiple validation points
14
Validation: Pursuit Drill Validation: Vision to CloseValidation: Discov...
We Think About Our Model Every Day…..
• How we make decisions on our model
- 18 month time horizon
- Constantly examine ma...
Guiding Principles
• For sales model decisions…
• What is the impact? (Short and long term)
• Does it scale?
• How hard to...
Summary
• Don’t underestimate the power of of content
• Invest in a balanced (inbound/outbound), predictable
revenue model...
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Tim Bertrand (VP of Worldwide Sales, Acquia) - Building a Formula One Sales Model, while Driving at 200 mph

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Building a Formula One Sales Model, while Driving at 200 mph

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  • CAGR = Compound Annual Growth Rate
  • 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're on a tear, we'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

    1. 1. Building the Fastest Growing Private Company in the US Tim Bertrand SVP, WW Sales Acquia
    2. 2. Who is Acquia? •Fastest growing private company in the US – via Deloitte Fast 500 •#1 Software Co on the Inc 500 – 2012 •4000+ customers •470 employees •Global: •Boston, Portland, Washington DC, UK, France, Netherlands, Australia •$68.5M raised capital: •North Bridge Venture Partners, Sigma Partners, Tenaya Capital, Investor Growth Capital, Accolade Partners P a r t n e r s C u s t o m e r s A w a r d s
    3. 3. Drupal: The Platform Driving Integrated Digital Experiences for Content, Community & Commerce Market Presence 2,000,000+ sites Global Adoption 230 countries Extensive Capabilities 25,000+ modules Broad Community 1,000,000+ members Active Development 31,000+ developers 2X the size of Linux developer community
    4. 4. ($ millions bookings) 4
    5. 5. Our Journey • 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. 5
    6. 6. Our Journey • 2010/2011 • 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… 6
    7. 7. Our Journey • 2012/2013 • 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. 7
    8. 8. 2014: Where we landed
    9. 9. Acquia by the Numbers • 2014 bookings plan - $120MM ($75MM net new) • 60 quota carrying sales reps • 20 pre-sales solution architects (1/3 ratio) • 20 SDR resources (outbound) (1/3 ratio) • 15 ISR resources (inbound) (1/4 ratio) • 20 Account Managers (1/3 ratio) • 8 Channel overlay resources • 5 Sales Ops/Deal Desk • 15 Management (SVP/VP/AVP/Director/Manager) ~10% 9
    10. 10. Sales Team: Lead Generation: Account Management: UpsellOpportunities 2014: Where we landed – Demand Generation
    11. 11. Creating a Machine • ISR Responsibilities -Pipeline Generation -High % of Qualified Opportunities -Assist with deal closure within territory -Prepare to move into quota carrying role SDR Responsibilities -Pipeline Generation -Qualify Opportunities -Territory Focused Territory Rep Responsibilities Qualify Opportunity -Salesforce.com Opportunity creation and stage management -Manage deal to closure 15
    12. 12. Tools we use • Lead generation - Inside View - Connect & Sell* - LinkedIn - Acquia Crawler • Marketing Automation - Marketo • CRM - Salesforce.com • E-mail productivity - Yesware 12
    13. 13. What’s “under the hood”? High performance culture of accountability
    14. 14. A sales process with multiple validation points 14 Validation: Pursuit Drill Validation: Vision to CloseValidation: Discovery Letter
    15. 15. 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 15
    16. 16. Guiding Principles • 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? 16
    17. 17. Summary • 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 17

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