This week we were joined on the podcast by our friend David Appel to talk Increasing Leads Through Customer Segmentation. David is a regular on our show and came on in 2018 to talk through SaaS dashboards and how to build correct metrics for success. This time around, we took the conversation in a different direction and focused on how founders and sales teams can really increase lead volume by doing the basics around customer segmentation. David is currently the Head of the SaaS vertical at Sage Intacct, the No. 1 Cloud Subscription Revenue Management System for growing SaaS companies, and spends his days assisting product, marketing, sales and implementation for the largest vertical in the company. He coaches the concept of increasing leads through micro-vertical customer segmentation and has helped a number of founders through this challenge.
We started the podcast with some foundations and how founders should really think about the podcast. Specifically what they want to get out of customer segmentation. From there, we moved on to when founders need to think about customer segmentation in the company journey. We covered setting the blueprint but David also gave the listeners some great perspective on culture, values systems, and the vision as it relates to increasing leads through customer segmentation. We then discussed set up and implementation of your customer segmentation flows, deliverables, and KPIs to track throughout the journey. Finally, we pulled the lever of how this effort actually increases leads and builds better inbound for any company. David rounded out the discussion talking about what challenges he sees come up when considering customer segmentation.
David Appel is Head of the SaaS vertical at Sage Intacct, where he oversees Product, Marketing, Sales, and Implementation for the Company’s largest vertical. Prior to Sage Intacct, David served as the Head of Direct Sales at Bill.com, where he grew business by 85% and tripled the team over his 18-month tenure. Previously, he held various sales leadership roles at leading software companies including NetSuite, IBM and Oracle. Having spent over 10 years as a startup sales advisor, David has helped many founders think about their own SaaS dashboards directly.
This week, we shifted gears on the Bowery Capital Startup Sales Podcast and discussed transforming your QBR process with our friend Karen Rhorer. Karen is the Customer Success & Sales Strategy Lead at Atrium, a software business building smart analytics to help teams make better-informed work decisions. Prior to Atrium, Karen did tours of duty at LinkedIn Learning and DoubleDutch in sales operations. In short, she knows a thing or two about QBRs. Most listeners are well aware of the quarterly business review in the sales context and we have covered it to some extent on our blog. However, Karen joined us to talk about how to take your QBR from something that is probably pretty good today to something that could be great tomorrow.
We started with a QBR template that she uses with her team and with founders she coaches. Listeners should take a look at that as we use it as a guide in the podcast. It is based on a lot of trial and error about what's worked and not worked doing these for each segment at her prior companies. We jumped in to first principles and how to think about the basics of the QBR. What founders get right and what they get wrong as it relates to the "what?" and the "why?" of a QBR. We then moved in to a discussion around how to augment your existing QBR to really map to Karen's template and flow. Here we covered some basic sales math as well as some undiscovered things like how culture and team plays into transforming your QBR process. We closed on the future and once adopted what founders need to consider as they grow and expand. We talked a bit about delivery models, leaders and followers in these meetings, and finally closed on some tips and tricks that she has learned from years of work in this area. For any founder interested in transforming your QBR process, this podcast was a must listen.
Karen Rhorer is an expert in sales operations and analytics and seasoned SaaS manager and executive. Karen currently manages the Customer Success and Sales Strategy functions at Atrium, where she and her team work with Atrium’s customers to develop data-driven insights about and create strategies to manage to their individual sales motions. Prior to working at Atrium, Karen oversaw sales operations for North America and EMEA for LinkedIn’s Learning Solutions (Lynda) business unit, helping to integrate the Lynda acquisition into LinkedIn and develop the required sales operations structure and process in the new business unit after the acquisition. Before that, she created the sales operations function at event marketing software company DoubleDutch.