Laura Menicucci from Cloudera joined us this week on the podcast to chat specifically about hiring effective sales engineers. We've talked a bit before aboutsales hiringin general but never specifically about the sales engineer role and hiring effective sales engineers. Laura brings a wealth of knowledge and experience to the discussion around hiring effective sales engineers having formerly built out the worldwide sales engineering organization at ArcSight and Rapt before joining Cloudera as their first VP of Sales Engineering. She's made that critical first sales engineer hire, built a team of 100+ sales engineers on several occasions, and has seen the ins and outs of hiring effective sales engineers from all angles. We start the discussion on when to consider the sales engineer hiring question. Specifically there are a number of key items to think about and things to avoid when thinking about hiring that first sales engineer. In addition we talk about the profile of the company needed to ponder this question. We then move on to actually embarking on the hire and exactly how as a young SaaS founder you should be outbound trying to find this person. We walk through the ideal profile of the sales engineer and then move on to closing that person and how to effectively put forth the correct compensation package. Beyond this we walk through how to specifically incentivize sales engineers and what metrics you should put in place from day one. We close with a walk through of how to grow the organization from one to many and Laura gives some tips and tricks from her experiences over the years. All in it was a great topic on hiring effective sales engineers that we hope the listeners enjoy.
Tien Tzuo ofZuorajoined us on to our podcast this week to discuss "The Three Rooms Concept." Tien has been a good friend of Bowery Capital for some time and introduced this topic to us at our 2013 CMO Summit. He is one of the best SaaS marketers in the business having served as Salesforce's first CMO and CSO before founding Zuora in 2007. Today the business is a growing powerhouse in thesubscription experiencespace with over 400 employees, 1000 customers, and $200MM+ in VC funding. Most SaaS founders think long and hard about what their website is going to look like from the outset of the company's life. But before diving in and then testing and iterating like crazy how do you know what to do? Tien's Three Rooms concept really gives a great starting point for any emerging SaaS founder.
Ryan Denehy from Groupon joined us in the studio this week to discuss strategies around "Perfecting Your Sales Script." A company's sales pitch is going to evolve as its product and company grows, but it is one of the first things you should put in place before you start to scale your sales team. Without a defined sales pitch it will be incredibly hard to debug where your losing opportunities or coach underperforming members of your sales team.In our podcast this week, we get into the weeds on how to take your initial pitch and turn it into a defined sales script. If you think you have a script but you don't have it written down anywhere then nows the time to put the pen to paper. Perfecting the pitch is a science and each word should be carefully selected for maximum effect.Ryan, currently at Groupon, perfected the art of the sales script while founding Swarm Mobile, a retail analytics startup that helps small businesses better understand their customers and their actions. He's refined his approach while working on operations and strategy at Groupon. If you're an early sales hire figuring out the most effective way to sell your product, this podcast is for you. Give it a listen below.
Daniel Barber from ToutApp joined us in the studio this week to discuss strategies around "Finding Your Ideal Customer Profile." An Ideal Customer Profile (ICP), on a high level, is the set of attributes that defines those prospects that your business or product line sells into most effectively. Without it, your lead generation and qualification efforts are flying blind. It's a fairly straightforward concept, and if you're a salesperson or founder you likely think about your ICP or some form of it every day.