SaaStock East Coast 2019 - Germain Brion, VP Sales, Chargebee
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This document outlines the scaling journey of a SaaS company from $1M in annual recurring revenue (ARR) to a goal of $100M ARR. It discusses strategies for different revenue stages including hiring sales operations, removing founders from pricing, defining sales funnels, specializing roles, implementing CRM, focusing on high-value segments, and establishing sales enablement processes. The final stages focus on improving sales cycles, stages of the funnel each quarter, and building a leadership team to scale the sales organization significantly beyond $75M ARR.
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SaaStock East Coast 2019 - Germain Brion, VP Sales, Chargebee
- 1. Scaling Sales Industrializing the Tribe
- 2. My Journey
- 3. Your Journey - SaaS - Product - Market Fit - $1M ARR +/- 200 self-service +/- 20 direct sales - Road to $100M
- 5. It’s All About ARPA
- 6. From $1K to $12K …
- 7. … to $100K
- 8. Sell More?
- 9. Sell Bigger?
- 10. Ch-ch-Changes
- 11. K.I.S.S.
- 12. From PMF …
- 13. … to GTM
- 14. From 4 …
- 15. … to 75
- 16. 0 - 5 Artisan
- 17. 1. Hire Sales Ops 2. Remove founders from pricing negotiations 3. Define the basic funnel MQL > Contact > SQL > SAL > Win 0 - 5 Actionable
- 18. Bonus : Some Plan > No Plan
- 19. 6 - 15 Workshop
- 20. 1. CRM becomes important 2. Start to specialize ( SEs, SDRs ) 3. Hiring engine 6 - 15 Actionable
- 21. Bonus : Zebra
- 22. 16 - 30 Assembly Line
- 23. 1. Segments 2. Entry/Exit criteria 3. Sales Enablement 16 - 30 Actionable
- 24. Bonus : 130% x 300%
- 25. 31 - 75 Factory
- 26. 1. Sales cycle by ARPA 2. Pick a stage and improve, every quarter 3. Leadership team 31 - 75 Actionable
- 27. 75+ Vacation?
- 28. Sell things ...
- 29. … to people
Editor's Notes
- Am I able to frame this as : artisan, industrial, automation Blogpost – linked’in : actionables and more details Are they sharing the slides or talks/video
- 1st Lesson Founder Lesson : there is world after start-up death…. Job from Uber Pool Serendipity - had not run sales before, 3 AEs, first non Indian hire Founder app - ToysRus - Platform There is life after shutdown Hard period -> Better after Serendipity : Uber Pool [PHOTO]
- Self service : < $5K ACV You are already doing everything we will talk about : qualification, discovery, demo, technical validation, negotiation, implementation ) (Krish used to flag leads coming in), this is a journey of specialization
- https://docs.google.com/spreadsheets/d/10WNZabymaHG08q9QqcJDgAXytsKcS9nZkQCjZHGGgXU
- https://docs.google.com/spreadsheets/d/10WNZabymaHG08q9QqcJDgAXytsKcS9nZkQCjZHGGgXU
- Change pricing – often. Inelasticity of price
- Everything changes, every 6-9 months. Don’t get comfortable.
- Keep it simple CRM simplicity and spring cleaning Go for 80% No points for creativity, only for dollars One of the best documented functions Nothing you break can’t be fixed : don’t let fear of making a mistake keep you from acting
- $1M you have product market fit, need to navigate the turn from product, customer discovery company; to a sales, customer driven organization. What you think you need a VP of Sales
- What you really need. 3 Monte Carlo Rallies 60s Nimble, easily repaired, agile, resistant, does not require too much TLC
- When I was hired, I was the first non Indian; I guess that’s the first time a 30 year old white man is the face of diversity. Glorified support, transactional model
- 3 years later : 75 people across 4 continents Consultative Generalist to specialist From checkout clerks, we have become doctors
- Good news is you’re doing it all already Do things that don’t scale; remember ch-ch0changes
- Hire Ops - someone who has seen $10M’ish probably not $50M 3 things Sales Ops : reports, tools, and process Negotiate away the value
- Dart board – walked in and said “we’ll hit $1m by the end of the the quarter, $5M in 5 quarters” “How?” “Belief.” Planning gets better over time
- Multiple people working on tasks in parallel You know about how long it takes to make an oak desk, but they all look a little different
- Log basic data; things will change; KISS; not everything, what really matters : feature requests, why you lose, where they are located and what industry they are in Transactional to sales driven, = complex product like chargebee, need product specialists and sales specialists.
- Hire Ops - someone who has seen $10M’ish probably not $50M Actionables + Bonus / Tweet 3 things Sales Ops : reports, tools, and process
- Specialization, still some spreadsheets Can start making forecasts, though they may not be reliable.
- Buyers buy differently Simple for scale – your team needs to understand what piece each stage requires Onboarding team
- 130% Capacity to Plan, 3-4x Pipeline to Quota Don’t forget ramp time.
- training on-boarding leadership territory
- Get Gif https://media.giphy.com/media/eexxV3Q2N485XZO0VS/giphy.gihttps://media.giphy.com/media/eexxV3Q2N485XZO0VS/giphy.gi https://media.giphy.com/media/eexxV3Q2N485XZO0VS/giphy.gi Automation : https://www.youtube.com/watch?v=5iV_hB08Uns
- Though a process can be industrialized, sales is art more than science, the output remains human. How you sell is just as important as what you sell. Because as my nephew reminds us, ultimately we are selling things…
- To people
- Blogpost coming