In today’s episode, Meghan begins by defining an internal growth ladder and emphasizes the importance of being able to promote from within as your company scales. She explains that as a manager, it’s your responsibility to develop your team to make them successful in their next role. She notes that checking in with your reps about their career goals in 1-1s creates consistency and that it is never too early to start thinking about building a ladder. She mentions the concept of building in mini-promotions or tiers for your team by adding title bumps such as “senior” to roles to show growth. She also explains that growth doesn’t always have to be vertical and that reps should be able to grow laterally into different parts of the organization such as Customer Success or Marketing if that’s what they become passionate about. She then dives into how she determines when a rep is ready for a promotion and explains how Zendesk has created a methodical approach to career pathing, by outlining a concrete “Career Template” and SWOT analysis that reps fill out and go over with their manager. We end the podcast by talking about pitfalls or red flags that early founders or managers should be cautious of as they hire and begin to build internal growth ladders for their teams. Meghan LaTorre is passionate about building teams, mentoring future sales stars, and streamlining processes. She is currently the Manager of Velocity Sales (North America) at Zendesk, a company that builds software for better customer relationships and empowers organizations to improve customer engagement. Prior to that, she has over 10 years experience in SaaS revenue generation at some of the most notable companies in the industry, holding various sales roles at companies such as Salesforce, Facebook, and Betts Recruiting.
This week, the Bowery Capital team hosted Morgane Palomares, Marketing Manager, East Coast at Github, to discuss "Industry Marketing Programs and How to Build Them at Every Stage.” GitHub is how people build software. With a community of more than 24 million people, developers can discover, use, and contribute to over 67+ million projects using a powerful collaborative development workflow. Whether using GitHub.com or your own instance of GitHub Enterprise, you can integrate GitHub with third party tools, from project management to continuous deployment, to build software in the way that works best for you. Morgane begins the show by defining industry marketing programs as taking your horizontal audience and slicing it vertically so that everything you’re doing from a marketing perspective is vertically specific to a certain buyer. Next, she dives into when companies should begin to think about building industry marketing programs. Morgane explains that every company where she has built these programs out, has been at a very different stage of their growth, and that it ultimately depends on the capabilities of the sales team and needs of current and future customers. To that end, she discusses how earlier stage companies should focus on prioritizing their top industries while larger companies can deploy multiple resources and robust teams to focus on various sectors. Next, we chat about the time and resources that a company should plan to deploy when creating industry marketing programs and the steps necessary to making sure that the program is set up properly. One of the key things that she recommends is making sure that sales is completely aligned with the idea of segmenting by industry and notes that this is typically most successful when companies are already on a territory based system. We end with a few tactical takeaways for our listeners where she mentions her top 3 tips and tricks for making sure that your industry marketing program is set up for success.
This week, the Bowery Capital team hosted Omar Divina, VP of Sales and Customer Success at HyperScience, to discuss "How To Differentiate Your Product When Selling Into A Crowded Space." HyperScience is an artificial intelligence company specializing in the automation of office work for Global 2000 companies and government organizations. Their machine learning software takes over menial work that people are doing today and frees employees to focus on more complex tasks. In today’s episode, Omar starts off by walking us through the importance of cutting through the noise in a crowded space. He explains that the best way to learn product market fit is to have as many prospect calls as possible to properly position the solution. He then explains that as the market becomes better educated, buyers focus more on use cases and the business pains that vendors can solve. He notes that it’s imperative that companies remember to focus on what they are trying to solve with their business rather than getting too caught up in the technology. In a space like AI, it’s important to be able to articulate how the tool is utilizing AI and machine learning techniques to continue to explain the value. When it comes to marketing, Omar notes that in a space like enterprise AI with a broad spectrum of vendors, the impulse might be to cast a wide net. However, as the business continues to refine its goals and strategy, it’s important to market to the right decision makers within an organization. He also explains the importance of sales reps being able to say “no” as to allow the organization to align around a core set of products. As the session closes, Omar walks us through the need to make sure that all parts of the business are aligned with the services needed by customers and the importance of Customer Success being involved in the sales process, even before the deal is closed to ensure consistency and alignment going into deployment.