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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
+ 4 speakers
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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 the talk

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

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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Channel. We started having a conversation about this idea of product like gross, which we realized is the super amorphous term that has come to mean, a lot of different things to different people over the last couple years. Really, I don't think it's a new phenomenon companies have been leading with their product for a long time but I think it's becoming a way more popular and if I look at and what I do and Venture the percent of our pipeline where companies are putting their product out first, as a primary function of our go-to-market motion. It is exponentially growing probably 3 years

ago. It was less than 10% of what we saw and now it's at least 60%, which is a really crazy trying to watch. So we think about the Play back-end of how you support product like growth. So what's up with the concept of cell service? Bottoms Up user LED sails. Your audience is an end-user likely somebody in a freemium a free trial model, who can purchase the product online. But that's just the start of actually, allowing product to drive growth with an account. And then ultimately to build a great business, you are going to need to

Laren sale. So I don't think this is a binary thing. We have representatives from some awesome company has experience has really brought on stage here from zoom and spend grid and intercom and Gus go really awesome company experienced their backgrounds and Riches are really amazingly diverse that. As we sat down this morning at breakfast, and we're sharing ideas what we really wanted to cover today. I think it was a few scenes that emerged, but I think primarily when I wanted you guys to take away, is this function of sales operations of Revenue,

operations, touches everything in a business and is really core to how companies grow. And so we're going to try to dig in a bit, will try to touch on

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Hilary Headlee
Jeffrey Serlin
Andrea Gerlach
Jaleh Rezaei
Liz Cain