Deal Conversion

If improving bottom-of-funnel conversion is part of your strategy, guides can help with:
  • Identifying higher-converting markets and segments to target
  • Proactively prioritizing ideal customer profiles
  • Developing sales enablement strategies
  • Dialing in sales tools and tracking
  • Optimizing trial conversion

Establishing a Competitive Intelligence Program

Andrew McCotter-Bicknell is the Head of Competitive Intelligence at ClickUp and was previously the Head of Competitive Intelligence at ZoomInfo. In this guide, he explains how to research your competitive landscape and arm sales and marketing teams with powerful competitive intelligence.
Andrew McCotter-Bicknell
Andrew McCotter-Bicknell

Andrew McCotter-Bicknell is the Head of Competitive Intelligence at ClickUp. He was previously the Head of Competitive Intelligence at ZoomInfo.

Scaling a Marketplace Product

Paul Zeckser led product ad HomeAdvisor from 2011-2020 and is now the Founder of Fresh Product Design, a full-service product strategy and development consultancy. In this guide he lays out how product, sales and marketing and operations should coordinate to scale marketplaces. He covers metrics to track, how to think about matching, and guidelines for monetizing marketplace transactions.
Paul Zeckser
Paul Zeckser

Paul Zeckser is currently the Founder of Fresh Product Design, a full-service product strategy and development consultancy. He previously led product at HomeAdvisor, the two-sided home services marketplace, where he was responsible for setting the direction for product management, product design, and product analytics teams. He grew with the company from ~$200M valuation to $6B valuation.

Implementing Salesforce

Jen Flanagan is the Director of Sales Operations at Ordergroove, and has built or advised on dozens of Salesforce instances. In this guide, she explains what Salesforce can do natively, with integrations, and with customization and outlines, how Salesforce objects work and how to think about the right setup for your business.
Jen Flanagan
Jen Flanagan

Jen Flanagan is Director of Sales Operations at Ordergroove, a relationship commerce software company. She previously managed Salesforce for Bank of America Merchant Services as a VP of Business Information and at Yodle, an online marketing platform, where she was Operations Director. Jen has experience building Salesforce instances around sales, marketing, and service team processes, from first-time build-outs to high-complexity instrumentations.

Designing a Product-led Go-to-Market Strategy

Myk Pono is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor. In this guide, he explains what a product growth team is, and how to operationalize a product-led go-to-market strategy.
Myk Pono
Myk Pono

Myk is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. 

For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor (read more MykPono.com). He previously held product and marketing growth roles at Google, Barracuda, Aptrinsic, and Appodeal.

Building a Lead to Revenue Operating Model

Michael Madden is the VP of Demand Generation at AlphaSense and was previously Director of Demand Generation at Marketo. In this guide, he lays out how to define lead-to-revenue stages and marketing to sales handoffs, how to think about attribution, and how marketing should own revenue goals (vs. lead-based vanity metrics).
Michael Madden
Michael Madden

Michael Madden is the VP of Demand Generation at AlphaSense and was previously Director of Demand Generation at Marketo, leading through both the Vista and Adobe acquisitions.  He’s a firm advocate of tight sales and marketing alignment, building end-to-end lead to revenue models, and has built out marketing functions at B2B software companies and financial services firms with 300-20,000+ employees.

Driving Sales Velocity in Complex Enterprise Deals

Mark Vashon has led sales at major enterprise software providers including AgilOne, SuccessFactors and ServiceMax. In this guide, he describes how startups should navigate the varied stakeholders, established processes, and long sales cycle that comes with enterprise selling.
Mark Vashon
Mark Vashon

Mark is an enterprise sales expert, currently advising startups via MNBM Inc. SaaS consulting. He previously led sales at major enterprise software providers including AgilOne, SuccessFactors and ServiceMax over the course of 20+ in SaaS sales management. Mark has experience guiding sales teams from pre-revenue startups to $250M+ in ARR.

Planning for Predictable Growth and Accurate Forecasting

Anthony Cessario is VP of Industries and GTM Solutions at Clari, the revenue operations and forecasting platform. In this guide, he explains how good forecasts are a part of a bigger predictable growth strategy, and lays out how to design and instrument a repeatable revenue process with strong processes and accurate data.
Anthony Cessario
Anthony Cessario

Anthony is VP of Industries and GTM Solutions at Clari, the revenue operations and forecasting platform, where he works cross-functionally to direct the company’s go-to-market strategy. He spends his time thinking about increasing predictability as companies grow from seeking product-market fit, to building a team, to building true repeatability. Anthony previously led Enterprise Revenue at Clari (including Sales & Account Mgmt) and, prior to that. he spent 7 years helping Oracle grow and scale their cloud HCM business.

Designing a Sales Org for a High-velocity Sale

Lori Harmon is currently Vice President of Global Cloud Digital Sales & Customer Success at NetApp. She has built high-velocity sales teams at companies across the growth spectrum, from joining early startups as the first sales hire to helping public companies achieve revenue targets of $1B. In this guide she outlines how high-velocity sales teams should design their sales org, set up their processes and leverage tech tools to drive efficiency and productivity.
Lori Harmon
Lori Harmon

Lori is currently Vice President of Global Digital & Virtual Sales at NetApp, where she leads a team of 140 and a $20M P&L. She has previously built sales teams at companies including VeriSign, BlackBerry, and Contrast Security. Lori has been the first sales hire at early startups, and helped teams at public companies achieve revenue targets of up to $1B. She is the author of the book “42 Rules for Building a High-Velocity Inside Sales Team.”

Building a Solutions Engineering Function

Zach Lawryk is a Senior Director of Solutions Engineering at Slack, and has previously led solutions engineering at Optimizely and Box. In this guide he explains the role of solutions engineering in the presale process, and outlines how to manage key SE responsibilities from demoing to technical discovery to running pilots.
Zach Lawryk
Zach Lawryk

Zach is currently a Senior Director of Solutions Engineering at Slack, and has previously led solutions engineering at Optimizely and Box. He started his SE career as a sales engineer at Salesforce, and has experience across the scaling spectrum, from being the first and only SE, to working in organizations with 100’s of sales engineers. Zach is also a leadership member of the PreSales Collective, a solutions and value engineering community.

Developing a Strong Demo Practice

Amyra Rand is the Vice President of Sales at Ziflow, and has previously held sales leadership roles at Criteria Corp, Kareo, HireRight, and Sage. In this guide, she discusses how she’s seen close rates improve 30% with a demo certification process, and lays out how teams can build strong demo practices at any deal size.
Amyra Rand
Amyra Rand

Amyra is the Vice President of Sales at Ziflow, an online content proofing provider. She previously led teams of 5-50+ salespeople at Criteria Corp, Kareo, HireRight, and Sage. Across roles, she’s emphasized talent development (tripling or quadrupling sales headcount) and process improvement (increasing win rates 30-50%). Amyra is also Vice President of her chapter of the American Association of Inside Sales Professionals.

Identifying and Multiplying Your Best Customers with Customer Segmentation

Tamara Grominsky is the Chief Strategy Officer at Unbounce, and has previously led product marketing at other SMB-focused companies including FreshBooks and Yellow Pages. In this guide, she explains why customer segmentation is a powerful tool for improving conversion, acquisition cost, churn, and lifetime value. She outlines how to take on a segmentation project - from analysis to product packaging.
Tamara Grominsky
Tamara Grominsky

Tamara is the Chief Strategy Officer at Unbounce, where she led the company’s conversion intelligence strategy, including an overhaul of customer segmentation and pricing. Her expertise is in driving go-to-market strategy and revenue acceleration at SMB-focused SaaS companies. She previously led product marketing at FreshBooks and Yellow Pages, and is an Expert in Residence with the Product Marketing Alliance. Across her marketing roles, Tamara has built 3 departments from the ground up, scaling teams from 0 to 30+ employees and shepherding products from launch to $17M+ in ARR.

Managing Scalable ABM Campaigns

Heidi Vandermeer has led account-based marketing at Security Compass and Uberflip, and has won an ABMie award for best ABM campaign at scale. In this guide, she shares how to select an ABM account list, and how marketing and sales should work together to execute ABM campaigns.
Heidi Vandermeer
Heidi Vandermeer

Heidi currently leads the team for account-based marketing (ABM), campaigns, and events at Security Compass, a SaaS cybersecurity company. She previously built the ABM function at Uberflip, a content experience platform. Heidi has run strategic, one-to-one “bespoke” ABM programs on lists as small as 5 accounts, and one-to-many “programmatic” ABM campaigns on lists as large as 10,000 accounts. Heidi is the managing director of ABM Toronto, an account-based marketing meetup, has won an ABMie award for best ABM campaign at scale, and spoken about ABM at multiple conferences including the SiriusDecisions Summit (Forrester).

Optimizing Signup or Trial Conversion

Marc McDougall is a UI/UX designer specializing in helping SaaS companies book more demos and trials by optimizing their sites for conversions. In this guide, he outlines best practices for high-conversion flows and the steps for iterative A/B testing.
Marc McDougall
Marc McDougall

Mark is a designer specializing in helping SaaS companies book more demos & trials by optimizing their site for conversions. He started his career as a UI/UX generalist, but gravitated toward conversion as one of the most valuable focus areas for design, and on SaaS as a field where high conversion rates yield the greatest reward.  He’s since helped optimize conversion on dozens of SaaS marketing websites.

Defining an Ideal Customer Profile

Kirby Wadsworth is the CMO of Ionir, and has served as CMO at enterprise software and networking companies including Illusive Networks, Bayshore Networks, and Limelight Networks. In this guide, he explains how to identify prospect characteristics that predict strong fit, to help sales and marketing automate prioritization.
Kirby Wadsworth
Kirby Wadsworth

Kirby is the Chief Marketing Officer at Ionir, a container-native storage and data management platform. He’s previously served as CMO at enterprise software and networking companies including Illusive Networks, a cybersecurity provider, Bayshore Networks, an ICS security platform, and Limelight Networks, a digital content delivery provider. Kirby has been named one of Forbes Top 10 Most Influential CMOs, a Top 50 Marketing Thought Leader, and a B2B Killer Content Award Winner.

Building a Sales Ops Function

Sean Lane has led revenue operations at Drift and Upserve, and hosts Drift's Operations Podcast. In this guide, he explains the different roles sales ops plays, and how to build both the org and processes that make up the function.
Sean Lane
Sean Lane

Sean is currently the Director of Operations at Drift, the revenue acceleration platform, where he’s helped grow the Sales organization from 20 to 80+ sellers. He also hosts the company’s Operations podcast. Sean has led Go-to-Market Ops teams across the customer journey, ranging from Marketing, Sales and Customer Success Ops. Prior to Drift, Sean led Revenue Operations at Upserve, a restaurant technology company, where he joined as the 25th employee and grew with the company to 250+ employees, working in Customer Success, Sales Development, and building a new centralized operations function along the way.

Designing a Category

John Rougeux is VP of Marketing Strategy at BombBomb and hosts the #CategoryCreation series on the B2B Growth Show podcast. In this guide, he explains how to use category design to capitalize on unclaimed market territory and to help prospects evaluate your product using advantageous criteria.
John Rougeux
John Rougeux

John is currently VP of Marketing Strategy at BombBomb, a video email marketing platform, where he leads category design and messaging, positioning and content strategy. He also co-hosts the #CategoryCreation series on the B2B Growth Show podcast, through which he’s drawn insights from category designers at Hubspot, Salesforce, and Drift. John was previously a VP Marketing at Skyfii, a publicly-traded SaaS company that helps physical venues measure, predict, and influence visitor behavior.

Designing a Sales Org for a Technical Product

Navid Zolflaghari is the VP of Sales at Branch, and has previously been a sales leader for technical products at Boomerang Commerce and Google. In this guide, he lays out how to hire, train, and resource a sales team that needs a deep understanding of a complex product.
Navid Zolfaghari
Navid Zolfaghari

Navid is the Vice President of Sales at Branch, a cross-platform linking and attribution solution company and was previously the head of strategic accounts at Boomerang Commerce, an omni-channel pricing and assortment management software provider. Navid has worked in sales orgs as small as PinPoint Mobile, the ad attribution app he founded, and as large as Google.

Onboarding Salespeople

Maggie Callahan has led revenue enablement at Convercent and Four Winds Interactive, overseeing training and onboarding for 80+ AEs and SDRs. In this guide, she explains the key components of sales onboarding and how to design a repeatable process.
Maggie Callahan
Maggie Callahan

Maggie is the Senior Director of Revenue Enablement at Convercent, an ethics and compliance software provider, where she owns sales training, onboarding, and methodology implementation. Since joining, she’s re-trained the entire sales team to help the company increase conversion rates to almost 10% at every sales stage. Maggie previously grew through the BDR and AE ranks to run sales enablement at Four Winds Interactive, a digital signage software provider.

Building a Sales Enablement Function

Christi Wall is currently the Head of Revenue Enablement & Operations at SecZetta Inc. Previously, she was the Director of Strategic initiatives at Chainalysis, a blockchain analysis company, where she previously served as Director of Revenue Enablement. She has supported 250+ sellers across her sales enablement roles and has led Training and Enablement at Ping Identity.
Christi Wall
Christi Wall

Christi is currently the Head of Revenue Enablement & Operations at SecZetta Inc. Previously, she was the Director of Strategic initiatives at Chainalysis, a blockchain analysis company, where she previously served as Director of Revenue Enablement. She has supported 250+ sellers across her sales enablement roles and has led Training and Enablement at Ping Identity.

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