Revenue Summit 2018 San Francisco Architecture of Expansion Revenue: How to Re-Align Sales and Customer Success for Growth Speakers: Lisa Haubenstock - VP of Customer Success, EverFi Katherine Bajjaliya - VP of Sales, EverFi Check out SalesHacker.com for the most up to date sales strategies, tactics, and hacks.

1. Katherine Bajjaliya, Vice President of Sales - EVERFI
Lisa Haubenstock, Vice President of Customer Success - EVERFI
Architecture of Expansion Revenue:
How to Realign Sales and CS for Growth

2. Revenue Summit 2018
20,000+
K-12 Schools
K-12 Education Higher Education
Corporate Compliance & Culture Adult Education
1,700
Colleges & Universities
2,000
Corporations
750+
Financial Institutions

3. Revenue Summit 2018
Vice President of Sales
kbajjaliya@everfi.com
KATHERINE BAJJALIYA
Vice President of Customer Success
lisa@everfi.com
LISA HAUBENSTOCK

4. Early Market Characteristics
Revenue Summit 2018
The Problem:
● Small addressable market
● Low average ACV
● No history of expansion
revenue
Opportunities:
● Maximize product adoption
● Own majority of market logos
● Complimentary product
offerings

5. Understanding the opportunity in front of us with our existing install base,
aligning Sales & CS was more important than ever to capitalize on the moment
Realigning Sales & CS for Growth
Alignment was achieved through constant focus on
Revenue Summit 2018
Vision Strategy Money

6. Vision
● Right size Average Contract Value
○ New product bundles
● Enterprise-only sales model
○ Population level adoption
○ Penetrate new buying centers
● Establish EVERFI as industry thought leader
KPIs
VISION & KPIs
Revenue Summit 2018
● Net new revenue
● Reduction in sales cycle
● Increase in average ACV
● Gross revenue retention
● Increased product adoption
● Relationship building across
key personas/buying centers
● Platform migration
SALES
CUSTOMER
SUCCESS

7. Job Specialization
● Defined Roles & Responsibilities
● Internal SLAs
● Renewal/Expansion Sales Framework & Forecasting
Sales Kick Off
● “The Plan” [Bundles,Pricing, Decks]
● Unified Goals [Sales, Customer Success, Demand Gen]
● Tools & Technology for scale
Performance Transparency
● Bi-weekly cross-functional team meetings
● Weekly newsletter with team and individual performance metrics
● Consistent management engagement: How are we tracking to goals?
● Customer first mentality
EXECUTING THE STRATEGY
Revenue Summit 2018

8. Sales
● Incentivized multi-year deals
● Discipline on minimum
contract value
● Hyper focus on revenue
growth per unit
renewed/expanded (CDV)
INCENTIVIZING THE RIGHT BEHAVIOR
Revenue Summit 2018
Customer Success
● Bonuses aligned to KPIs
○ Gross Revenue Retention
○ Customer Health
○ Platform migration & TTV
● Commission on expansion
[Upsell & Cross Sell]

9. 2017 Recap By the Numbers
Revenue Summit 2018
● 76% of Net New Revenue from Existing Customers
● 100% Increase in Average ACV (YoY)
● First 10 $100K+ accounts
● 124% Net retention

10. ● Compensation is king
● Find ways to educate the market early and often
● Make it easy for teams to communicate
● Keep management aligned
● Create escalation tracks for customer friction
● Continuously focus on professional development
Key Takeaways
Revenue Summit 2018

11. Vice President of Sales
kbajjaliya@everfi.com
Katherine Bajjaliya