In this session, Arsenio Otero will advise on advice and learnings for how to scale a global SaaS company and what to be aware of, drawing from his extensive experience at a variety of companies – from his previous role as Salesforce International COO to his current role as Celonis COO. Get ready for some best practices and lessons learned!
2. One of the fastest growing …
… enterprise software companies
+100%
ARR Growth
Year-over-Year
+3000
Employees
Headquartered in
Munich and New York
+2000
Enterprise Customers
Deployments globally
+80%
Market Share
in Process Mining
$11.1Bn
Valuation
USD $1Bn funding to date
Analyst
Endorsement
“Celonis is the clear
market leader” – Gartner
Celonis:
From Process X-Ray to Execution Management System
3. How to build a hyper-growth GTM
Design
the GTM model
Define the GTM
segmentation
01
Establish the GTM
coverage model
02
Maximize the
resource allocation
03
Build
the GTM organization
Hire talent strategically and be two
steps ahead with sales capacity
04
Hire talent strategically
for every growth phase
05
Onboard and reduce
ramp up time
06
Execute
flawlessly
Execute holistically across the
customer journey
07
Run an operational
governance model
08
Have tools and processes to
enable and support business
growth efficiently and sustainably
09
4. How to build a hyper-growth GTM
Design
the GTM model
Define the GTM
segmentation
01
Establish the GTM
coverage model
02
Maximize the
resource allocation
03
Build
the GTM organization
Hire talent strategically and be two
steps ahead with sales capacity
04
Hire talent strategically
for every growth phase
05
Onboard and reduce
ramp up time
06
Execute
flawlessly
Execute holistically across the
customer journey
07
Run an operational
governance model
08
Have tools and processes to
enable and support business
growth efficiently and sustainably
09
5. 01 | Define the market segmentation
Prioritize accounts where you
can deliver against high impact
Adapt your GTM motion
according to key dimensions
Potential
Impact
Ability to Capture
Assess whether P&E and/or GTM
investments would increase impact
High Impact,
Low Ability to Capture
Don’t invest in accounts
Low Impact,
Low Ability to Capture
Double down on sweet
spot with GTM focus
High Impact,
High Ability to Capture
Assess if current ability can be better
used in larger impact accounts
Low Impact,
High Ability to Capture
Geography
01
Company size
02
Industry
03
Solution
04
6. 02 | Design the GTM coverage model
GTM coverage model focuses on the customer life cycle and requires a holistic approach
Customer life cycle
Marketing
(PR, Digital,
Events)
BDR
(1 BDR: 3 AEs)
Inside Sales
(1 MGR: 9 AEs)
AE
(1 MGR: 7 AEs)
SE
(1 SE: 2.5 AEs)
Professional
services
Customer
Value
Architect
Customer
Value
Managers
SAA
(1 SAA: MARKET)
Support
DemGen Sales Post-Sales
Ecosystem
GSIs/Regional SIs | Strat Consultants | BPO | Tech Partners & ISVs
Sales
Specialist
(1 MGR: 7 AEs)
7. 03 | Maximize the resource allocation
Different accounts have different resources – from sales to CVM
Strat
Key
Small Business
(SMB)
Employee
#
Customer Need
Complexity
Companies
per AE
Resources
per Company
Size of
the prize
8. How to build a hyper-growth GTM
Design
the GTM model
Define the GTM
segmentation
01
Establish the GTM
coverage model
02
Maximize the
resource allocation
03
Build
the GTM organization
Hire talent strategically and be two
steps ahead with sales capacity
04
Hire talent strategically
for every growth phase
05
Onboard and reduce
ramp up time
06
Execute
flawlessly
Execute holistically across the
customer journey
07
Run an operational
governance model
08
Have tools and processes to
enable and support business
growth efficiently and sustainably
09
9. 04 | Hire strategically for every growth phase …
… and be two steps ahead with sales capacity
Plan for future growth and execute
on hiring about 18 months in advance …
… ensuring that future employees
meet our hiring criteria
ARR
Sales
Capacity
Where we are
$1Bn
$100M
$10Bn
Brains
The ability to solve complex problems and reason a solution
Commitment
Loyalty and resilience with previous employers
Success
Imperative to only hire the proven best
Relevance
Specific industry, solution or functional expertise
Culture
Hiring talent aligned to Celonis Values
10. 05 | Optimize the hiring process …
… to keep up with the growth
We use our own technology, Celonis, to analyze all the data
from the hiring systems and continuously optimize the process
Pre-Assessment Phase Interview & Assessment Phase Offer Phase
Hiring
Process
Application
Review
Offer
Reference
Check
Upline Interview &
Bar Raiser (Culture)
Candidate
Assessment
HM Interview
(Skill & Capability)
Hiring Manager
Review
Recruiter
Phone Screen
Analytics Celonis connects to all hiring systems
and analyzes/visualizes talent
acquisition process holistically to
connect all the dots
Data from all hiring systems
Analytics Outcome:
• Unique insights on program success
• Monitor and improve hiring process
• Illustrative KPIs tracked:
• Process frictions
• Time and efficiency
• Interview conversion rate
• Cognitive behavioral metrics
11. 06 | Onboard and reduce ramp up time
60 days
Leveraging the Ecosystem
30 days
HR & IT
Onboarding
Sales
Founda-
tions
Role-Based
Tracks
90 days
Executive
Alignment
Proving
Value
120 days
Negotia-
tion
Handover
Team support & on-the-job learning
Manager 1:1, team meetings, buddy program, internal & external partner, BDR collaboration, outreach
12. How to build a hyper-growth GTM
Design
the GTM model
Define the GTM
segmentation
01
Establish the GTM
coverage model
02
Maximize the
resource allocation
03
Build
the GTM organization
Hire talent strategically and be two
steps ahead with sales capacity
04
Hire talent strategically
for every growth phase
05
Onboard and reduce
ramp up time
06
Execute
flawlessly
Execute holistically across the
customer journey
07
Run an operational
governance model
08
Have tools and processes to
enable and support business
growth efficiently and sustainably
09
13. 07 | Execute holistically along the customer journey
Generate demand
High volume production and efficient
mass-distribution of content that sparks
interest top of funnel.
Strong digital capabilities for optimized
and easy to navigate customer journeys.
Develop scalable and repeatable
plays that GTM teams align to.
Land the account
Governance, KPI (metrics and goals) and
cadence to drive business execution.
Have a strong qualification methodology.
Compensation structure
to drive desired behavior.
Ignite your ecosystem.
Show value & expand
Obsess about delivering value.
Heavy focus on adoption
and advocacy metrics.
Impact the product roadmap & customer
experience through continuous feedback
from customers and our internal team.
Sophisticated analytics along the customer journey & high-quality data
14. 08 | Run a tight governance model
Bi-weekly Monthly Quarterly Bi-annually
Weekly
Execu-
tion
Plan-
ning
Leader-
ship
Comms
Forecast and
pipeline calls,
account reviews
FY roadmap
update
Budget control,
Investor updates
Strategy
meeting
Leadership
alignment
MPUs Strategy
meeting
Performance
reviews
Company All
Hands, update
emails
Annually
Large company &
marketing events
(Celosphere, World
Tour, Ecosystem Event)
C4G (GTM, Budget,
HCs, Org Modelling)
Executive
summit
Kickoffs (Company,
GTM, P&E)
15. 09 | Have processes & tools to enable …
… and support growth efficiently and sustainably
• Profile
• Pain discovery & confirmed
• Executive alignment
• Proof
Lead Mgmt. Opportunity Management Customer Journey
Professional Services & Support
Processes
Tools
CRM
Experience Cloud
Engagement Tool Support
PnE Issue Project & Tracking
PSA
• MQL
CPQ
Negotiation
• Negotiation
• Closed won
• Implementation
• Value realization & adoption
• Expansion
Customer & Partner Portals
• Implementation services
• 24/7 customer support
→ Customer-centric processes will result in the highest level of customer satisfaction
→ Leverage intelligent automations for efficient execution of day-to-day responsibilities
16. 09 | Meet the Celonis Execution Mgmt. System
Reveal hidden inefficiencies - fast
Get a 360° view
of your business execution
Give a brain to
your processes
Empower your people to reach
new levels of performance
17. How to build a hyper-growth GTM
Design
the GTM model
Define the GTM
segmentation
01
Establish the GTM
coverage model
02
Maximize the
resource allocation
03
Build
the GTM organization
Hire talent strategically and be two
steps ahead with sales capacity
04
Hire talent strategically
for every growth phase
05
Onboard and reduce
ramp up time
06
10 | Have fun!
Execute
flawlessly
Execute holistically along
the customer journey
07
Run an operational
governance model
08
Have tools and processes to
enable and support business
growth efficiently and sustainably
09
18. Enjoy every moment of the journey
and remember; the only constant is change
Happy customers
pay our salaries
01 Think “scalability”
02 It’s a team effort
03