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Panel: Why the World’s Top-Performing Companies Are Product-Led

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Hilary Headlee
Head of Sales Operations at Zoom
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Panel: Why the World’s Top-Performing Companies Are Product-Led
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About speakers

Hilary Headlee
Head of Sales Operations at Zoom
Jeffrey Serlin
VP Sales Operations at Intercom
Andrea Gerlach
Senior Director, Global Sales Strategy at FICO®
Jaleh Rezaei
CEO & Co-Founder at Mutiny
Liz Cain
Partner at OpenView

Hilary Headlee currently leads global sales operations and enablement at Zoom Video. Previous to that, she held ops and enablement roles at MINDBODY, Alteryx, and Lynda.com. Hilary is passionate about creating and developing successful sales reps and support teams.

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Jeff runs Global Sales and Support Operations at Intercom, where he leads a team of 25 professionals that drive GTM strategy, productivity and customer growth. He previously built and lead sales operations teams at Campaign Monitor, Marketo and Emptoris and is an advisor for Outreach, Channel Portal and Akoonu.

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Andrea Gerlach guides global sales strategy and productivity for FICO, managing sales planning, processes, systems, analytics and support. Prior to joining FICO, she built and led the Sales Operations function at SendGrid (now Twilio SendGrid), helping the Sales and Customer Success teams scale from start-up through the company's successful IPO. Before her time at SendGrid, Andrea served on Sales Operations teams at RightNow Technologies, Oracle and NetSuite.

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Jaleh is the Co-founder and CEO of Mutiny, a YC-backed company focused on helping SaaS companies personalize their website for each visitor. Prior to Mutiny, Jaleh was employee 12 and head of marketing and business development at Gusto, and grew the company from 500 to 50,000 customers over 4 years. She was the Director of Product Marketing at VMware prior to Gusto. She hold a B.S. in mechanical engineering from UC Berkeley and an M.B.A. from Stanford.

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Liz Cain is a Partner at OpenView where she leads the firm’s Expansion Platform and sits on the Investment Committee. The Expansion Platform is designed to help portfolio companies acquire, retain and grow the right customers and talent. Prior to joining OpenView, Liz was the AVP of Worldwide Business Development at NetSuite, the leading provider of cloud-based financials / ERP. Liz’s experience spans technical support, sales operations, account management, and marketing. Most recently she launched NetSuite’s Business Development Representative (BDR) and Solution Consulting Associate (SCA) teams, which she successfully scaled to a 170-person global organization. Liz was responsible for inbound lead qualification, outbound prospecting, the development and administration of the product, sales, business and industry training, and campaign execution across these teams.

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About the talk

Track: Product Track

It’s no surprise that more and more companies are transitioning to a product-led model. From deploying self-service and free trial strategies to offering freemium options to move more prospects through their funnels faster, product-led organizations simply work. That said, with great growth also comes great challenges - and your revenue operations team is going to bear the brunt of them - so it pays to have a few aces up your sleeve to make sure that everything scales smoothly. Tune into this session for practical, right-from-the-trenches tips on how to pick the right tech stack, what key metrics you should be watching, best practices for aligning your freemium and paid funnels, and hard-learned advice on how to effectively organize your team.

00:06 What is a Product-led growth?

01:26 Introduction of topics

02:12 Balancing the need for self-service and mid-market enterprise sales team

04:12 Introduction of Speakers

05:00 How to organize your teams to effectively provide the support

07:52 Mapping out teams responsibilities

10:08 How to make The 4 A's work?

11:07 How do you align self-service and mid-market enterprise?

14:05 Who gets the lead?

16:23 Personal Experiences

20:50 Reactive vs Proactive conversations in big and small companies

25:46 Customer success

30:36 How to design the “right behavior” of customers?

38:58 How to acknowledge an exceptionally good manager?

40:30 Transitioning from mid-market enterprise to a self-service funnel

45:51 Final thoughts on a personal transition from different businesses

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Panel we started having a conversation about this idea of product LED growth which we realized is the Super amorphous term that has come to mean a lot of different things 00:05 to different people over the last couple of years really. 00:14 I don't think it's a new phenomenon company have been leading with their product for a long time. 00:17 But I think it's becoming way more popular and if I look at and what I do in the venture. 00:22

The percent of our pipeline where companies are putting their product out 1st as a primary function of their go-to market motion, 00:27 it is. 00:34 Exponentially, growing probably 3 years ago, 00:34 it was less than 10% 00:37 of what we saw and now it's at least 60% 00:38 which is a really crazy trend to watch so I was thinking about what share with you guys today. 00:41 It's a broad audience. 00:46

You guys are across a number of different functions different stages, 00:46 but we wanted to do is actually think about the. 00:51 Like back end of how you support product LED growth so let's start with this product growth what it means to me. 00:54 This concept of self-service bottoms up user LED sales your audience is an end-user likely somebody in a freemium or free trial model who can purchase the product online. 01:01 But that's just the start. 01:11

There are also the pieces of actually allowing product usage data to drive growth within accounts and then ultimately to build a great business. 01:13 You are going to need to layer in sales. 01:21 So I don't think this is a binary thing we have representatives from some awesome companies experience is really broad on stage here from. 01:24

Zoom and send grid and intercom and gusto really awesome company experience in their backgrounds and just a really amazingly 01:32 down 01:40 diverse 01:40 this morning 01:41 set 01:41 at 01:41 as 01:41 breakfast 01:41 we sat and we're sharing ideas that we really wanted to cover today. 01:41 I think there were a few themes that emerged, 01:46 but I think primarily what I wanted you guys to take away is this function of sales operations are revenue operations. 01:48

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