Liz Cain, Partner, Openview Partners presents at The Sales Development Conference 2018 in San Francisco, CA

1. BRACE YOURSELF:
THE FUTURE OF SALES
DEV IS PRODUCT LED
L I Z C A I N
@ E L I Z A B E T H J C A I N
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

2. DISCLAIMER:
I STILL THE PHONE!
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

3. OPENVIEW
Based in Boston, we invest in software
companies around the world aimed at improving
people’s working lives.
Learn more at ov.vc.
T H E E X P A N S I O N S T A G E V C
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

4. 1980s
FIELD SALES
THE HISTORY OF
MODERN SALES
A T I M E L I N E
1998
TELESALES
2000s
ADOPTION OF OUTBOUND
2000s
CONTENT MARKETING
2010s
SOCIAL SELLING & AUTOMATION
EARLY
LATE
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

5. 5
GrowthRate(Annual)
Source: 2018 OpenView SaaS Metrics Survey, N=420.
ARR Scale
BIGGER COMPANIES GROW SLOWER

6. PRODUCT LED GROWTH.
INSTANCES WHEN PRODUCT
USAGE SERVES AS THE PRIMARY
DRIVER OF USER ACQUISITION,
EXPANSION AND RETENTION.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

7. Company Enterprise Value CY2018E Revenue CY2018E Revenue Growth Rate
Dropbox (NASDAQ:DBX) $12,305 $1,357 60.7%
LogMeIn (NASDAQ:LOGM) $5,391 $1,191 20.3%
Shopify (NYSE:SHOP) $13,706 $1,032 53.3%
Atlassian (NASDAQ:TEAM) $13,717 $864 39.3%
DocuSign (NASDAQ:DOCU) $8,570 $656 26.5%
Wix (NASDAQ:WIX) $4,602 $599 40.6%
Twilio (NYSE:TWLO) $5,057 $588 47.5%
New Relic (NYSE:NEWR) $5,697 $585 36.0%
HubSpot (NYSE:HUBS) $4,575 $498 32.7%
Zendesk (NASDAQ:ZEN) $5,435 $463 30.3%
Pluralsight (NASDAQ:PS) $3,146 $224 34.2%
MongoDB (NASDAQ:MDB) $2,242 $220 42.2%
Smartsheet (NYSE:SMAR) $2,524 $161 44.9%
SendGrid (NYSE:SEND) $1,007 $144 28.4%
PLG Index Median $5,224 $587 37.6%
SaaS Index Median $2,304 $257 25.3%
BUT PRODUCT LED COMPANIES BREAK THE MOLD
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

8. HOW DOES THIS
REALLY PLAY OUT?
R E A L W O R L D I M P A C T
Founded: 2005
NYSE: BOX
2018 Fiscal Revenue: $506M
Market cap: $3.49B
BOX
Founded: 2007
NASDAQ: DBX
2017 Revenue: $1.1B
Market cap: $10.6B
DROPBOX
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

9. THE NEXT EVOLUTION OF
GO-TO-MARKET IS
PRODUCT LED GROWTH.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

10. APPLYING
WHAT’S
WORKED
BEFORE TO
PRODUCT LED
3 K E Y W A Y S T O E N S U R E
Y O U ’ R E E F F E C T I V E L Y
E N G A G I N G Y O U R L E A D S
SEGMENT PQLS > MQLS ALIGNMENT
Segment the
heck out of your
prospects and
customer base
Understand user
behavior and
what it means
for your funnel(s)
Align your entire
team around the
(assisted) self-
service model

11. SEGMENT
A GROUP OF CUSTOMERS USERS
THAT CAN BE ADDRESSED WITH
THE SAME PRODUCT AND THE
SAME GO-TO-MARKET STRATEGY
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

12. GTM
RESOURCES
CUSTOMERS
LEVEL 1
LEVEL 2
LEVEL 3

14. PQL
A PROSPECT THAT SIGNED UP
AND DEMONSTRATED BUYING
INTENT BASED ON PRODUCT
INTEREST, USAGE, AND FITS YOUR
TARGET CUSTOMER CRITERIA
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

15. 15
User stats and sales
numbers will always be key
metrics. But every day,
your users are sharing a
huge amount of
qualitative data, too - and
a lot of companies either
don't know how or forget to
act on it.
S T E W A R T B U T T E R F I E L D
C O - F O U N D E R & C E O
S L A C K
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

16. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 16
Awareness Consideration PurchaseValue

18. ALIGNMENT
COMPLETE AND UTTER
AGREEMENT THAT THE
CUSTOMER COMES FIRST
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

19. LIZ, I AM FULLY
FOCUSED AROUND
IMPROVING OUR
CONVERSION RATES.

20. AND AS I DUG DEEP INTO
WHY, EVEN AFTER HAVING
30+ SALESPEOPLE, OUR
CONVERSION RATE
WASN’T IMPROVING…

21. WHAT I FOUND WAS
LOTS OF #WTF

22. FOR A WEEK, I WORKED
IN THE SALES TEAM AS
AN AE, GOT ONBOARDED,
ACCESSED TOOLS, AND
REALIZE THAT…

23. WE HAD OPTIMIZED FOR
SELLING, BUT NOT FOR
USER EXPERIENCE /
JOURNEY!

24. 16 TOUCHES. 7 CHANNELS. 11 DAYS.
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.
1/9 1/11 1/12 1/15 1/16 1/18 1/18 1/22
SALES
PRODUCT
MARKETING
PROSPECT HAND RAISE

25. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 25
Awareness Consideration PurchaseValue

27. THE FUTURE IS
PRODUCT LED.
ARE YOU READY?
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.

28. THANK YOU!
O P E N V I E W P A R T N E R S . C O M / N E W S L E T T E R
Proprietary and Confidential ©2018 OpenView Advisors, LLC. All Rights Reserved.