Christina Kopka: Technical-ish: How to Build Successful Revenue Teams at Highly Technical Organisation

"Product-led growth is the holy grail of customer acquisition and expansion for most technical companies but often falls short of generating the revenue turnover needed to truly scale.

This talk explores ways that product-led companies can build credible revenue teams for technical buyers and covers practical strategies for introducing a human touch to revenue growth. This will be presented through the lens of consumption/usage growth and is mostly designed for Customer Success and Sales leaders with an eye towards founders in this space as well. "

Transcript

1. Technical-ish: Ideas for building successful revenue teams at product-led organisations
2. About me: Born in New Jersey - it’s actually a nice place Built my career from Series D through post-IPO at Twilio, now at Watershed Held roles across almost every function in go-to- market orgs (except marketing)
3. Lead with documentation & quickstarts 1 Customers tend to build rather than buy 2 4 Technical target audience 3 5 Technical, product -led organisations: B2B Product/Engineering led culture
4. What I hope you’ll take away from our time together today: 1 2 3 Ideas for building a whole-company revenue culture Ideas for how to build a revenue model How to find the right revenue people
7. Doing good product looks like doing great sales/customer discovery
8. There’s no such thing as “the revenue team”
9. Finding the right people
10. Business buyers buy from people
11. Let your product lead the way Systems for signal Everybody Blend, baby, blend Revenue team acts on signal Seek and ye shall find Revenue team creates signal Midmarket Enterprise
12. Let your product lead the way Systems for signal Blend, baby, blend Revenue team acts on signal Seek and ye shall find Revenue team creates signal Product + Engineering Everybody Midmarket Enterprise
13. Finding the right people
14. SDRs, Inbound BDRs, Outbound Commercial AEs Whale hunters/Enterprise AEs Product Support Account Managers Revenue Acquisition Revenue Expansion Outbound Mid-market AEs Sales Engineers/Solution Architects Customer Success Managers Technical Account Managers Professional Services
15. Curiosity
16. Problem Solving
17. Technical Aptitude
18. For startups... For midsize... For the enterprise...
19. Ideas for building a revenue culture
20. Become part of each other’s worlds
21. Shared post-mortem exercises 1 Product team deal sponsorship 2 Customer advisory boards 4 Technical team embeds 3 Shared quarterly reviews 5 Structural Practices
22. Own the Ticket days 1 Shared hackathons 2 All Hands meetings 4 Earn your “track jacket” 3 “Show and Tell” 5 Cultural Practices
23. For startups... For midsize... For the enterprise...
24. There’s no such thing as “the revenue team”
25. In Summary 1 2 3 Cultural practices are the glue that holds this together - commit to them with consistency Revenue is everyone’s responsibility - build your model on this principle Hiring the right kind of GTM folks is the key to success at each stage of growth
26. Thank you!