Improving Efficiency

Building a Data Analytics Function

Building a Data Analytics Function
Tim Jenkins currently leads Strategy and Analytics at Lucid, where he was the first data hire and has grown the function to a team of 16. In this guide, he outlines the key responsibilities of data and analytics teams, the different pieces of technology they need to do their work, and how to structure a growing data function.

Building a Lead to Revenue Operating Model

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).

Building a Sales Enablement Function

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.

Building a Sales Ops Function

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.

Building a Solutions Engineering Function

Building a Solutions Engineering Function
Zach Lawryk is the VP 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.

Codifying Your Company’s Customer Success Playbooks

Codifying Your Company’s Customer Success Playbooks
Kristi Faltorusso is currently the VP of Customer Success at ClientSuccess and has previously led the function at IntelliShift, BetterCloud, and Sisense. Her specialty is scaling customer success at hyper-growth companies on their way to $100M in ARR. In this playbook, she explains how CS teams can craft repeatable playbooks to handle common scenarios. She lays out four families of CS playbooks: risk, expansion, lifecycle, and objectives.

Collecting Voice of the Customer Insights to Prevent Churn

Collecting Voice of the Customer Insights to Prevent Churn
Anita Toth is a Customer Success expert specializing in Voice of the Customer customer feedback. In this guide, she covers qualitative Voice of the Customer research techniques, including surveys, interviews, focus groups, listening tours, customer advisory boards, and testimonials.

Crafting a Go-to-Market Story

Crafting a Go-to-Market Story
Ken Rutsky helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough and achieve and grow market leadership in new and existing markets. Before he launched his consulting practice, he spent 20+ years in B2B marketing operational roles. In this guide, he explains why a “hero’s journey” type story is a powerful tool for tech companies to create urgency and gain market share, and how to create one.

Defining an Ideal Customer Profile

Defining an Ideal Customer Profile
Kirby is the Chief Marketing Officer at Elevate Security, and has served as CMO at enterprise software and networking companies including Ionir, 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.

Designing a Category

Designing a Category
John is the VP of Marketing at BlockSpaces, a B2B integration platform, and the Founder and Category Design Consultant for B2B Tech at Flag and Frontier.  He also co-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.

Designing a Product-led Go-to-Market Strategy

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.

Designing a Sales Org for a High-velocity Sale

Designing a Sales Org for a High-velocity Sale
Lori is currently the Global Head of Business Development at Cloudflare. 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.

Designing Trainings for Go-to-Market Team Members

Designing Trainings for Go-to-Market Team Members
Roz Greenfield has led sales enablement at Optimizely and Oracle and is now the Chief Enablement Officer at Level213, a boutique sales enablement consultancy. In this guide, she explains how to design trainings for sales and other go-to-market teams that zero on the content that sellers actually need to do their jobs, without wasting time on non-useful information.

Developing a Customer Onboarding Process

Developing a Customer Onboarding Process
Donna Weber is a recognized Customer Success thought leader and strategist. She’s currently a consultant specializing in customer onboarding, implementation, enablement, and education for high-growth companies. She previously built out customer success and customer enablement organizations at SugarCRM and Jaspersoft. In this guide, she dispels the notion that onboarding is just implementation and shows how education, enablement, and support should be woven into onboarding to help new customers see value and succeed quickly.

Developing a Strong Demo Practice

Developing a Strong Demo Practice
Amyra Rand is the Senior Vice President of Sales at Zipline, and has previously held sales leadership roles at Zipflow, 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.

Driving Sales Velocity in Complex Enterprise Deals

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.

Email Marketing Strategy

Email Marketing Strategy
Jeanne Jennings is a recognized industry expert and an email marketing consultant and trainer with 25+ years of experience working with both B2B and B2C clients ranging from early-stage startups to major corporations like Capital One and Verizon. In this guide she outlines relevant email regulations, best practices for segmentation and campaign management, and tips for driving conversion rates.

Establishing a Competitive Intelligence Program

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.

Hiring a Product Marketer

Hiring a Product Marketer
Ryan Goldman is the Global VP of Marketing at Moloco, and has led marketing or product marketing at Soundcloud, Pendo, Sentry, SignalFx, and Cloudera, and over the course of his career, he's managed or hired 15+ B2B product marketers. In this guide, he explains how to find a product marketer who can serve as a bridge between the product, the sales org, and the market.

Hiring Customer Success Managers

Hiring Customer Success Managers
Maranda Dziekonski is currently Chief Customer Officer at Swiftly, and has previously led customer success and support teams at Lending Club and HelloSign. In this guide, she describes the CSM role, where to look for candidates, and how to screen for judgement, proactive mindset and communication skills in interviews.

Identifying and Multiplying Your Best Customers with Customer Segmentation

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.

Implementing Salesforce

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.

LinkedIn Advertising and Prospecting

LinkedIn Advertising and Prospecting
Anthony Blatner is the founder and Chief Advertising Officer of Speedwork Social, an agency specializing in B2B LinkedIn advertising. In this guide, he advises on when to use LinkedIn advertising, when to use Sales Navigator prospecting, and how to make marketing dollars go the furthest given the expense of LinkedIn as a channel.

Managing a Customer Success Team

Managing a Customer Success Team
Boaz Maor currently serves as Chief Customer Officer at Talech and has previously led customer success at OpenGov, Mashery, newScale, and FreeMarkets. In this guide, he discusses the role of Customer Success, how to structure a CS team as a company grows, and what metrics to track to measure success.

Managing B2B Product Launches and Releases

Managing B2B Product Launches and Releases
Mary Sheehan has help product marketing leadership roles at Adobe and SocialChorus. In this guide, she describes how to prepare for, coordinate, and measure product launches of all types, from routine releases to major new offerings.

Managing Scalable ABM Campaigns

Managing Scalable ABM Campaigns
Heidi Vandermeer is the Director of Demand Generation at Resolver and 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.

Onboarding Salespeople

Onboarding Salespeople
Maggie Callahan has led revenue enablement at OneTrust, 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.

Optimizing Paid Search Advertising

Optimizing Paid Search Advertising
Greg is CMO and a Partner at Cypress North, a digital marketing agency, where he specializes in B2B marketing. In this guide, he highlights how to optimize paid search advertising, including picking the right keywords and match types, matching up good landing pages and tracking, and configuring ads that make the most of Google’s settings.

Optimizing Signup or Trial Conversion

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.

Outcome-based Product Roadmapping

Outcome-based Product Roadmapping
Rajesh Nerlikar is a Co-Founder and Product Coach at Prodify, and co-author of the best selling product book, Build What Matters. In this guide he explains how to build a roadmap centered on customer outcomes instead of features shipped. He outlines how to balance new functionality with maintenance and tech debt, and how to run a cross-functional roadmapping process.

Planning and Managing Outbound Prospecting

Planning and Managing Outbound Prospecting
Jason Bay is the Founder and Chief Prospecting Officer of Blissful Prospecting, a company that provides training and coaching for outbound sales teams. In this guide, he lays out how cold-calling teams can zero in on the right prospects to target, develop repeatable outreach sequences, and consistently generate meetings with a “prospect first, me second” mentality.

Planning for Predictable Growth and Accurate Forecasting

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.

Scaling a Marketplace Product

Scaling a Marketplace Product
Paul Zeckser led product ad HomeAdvisor from 2011-2020 as well as founded Fresh Product Design, a full-service product strategy and development consultancy. He is now the VP of Product Development at Sealed. 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.

Scaling Onboarding with Self-guided Pathways

Scaling Onboarding with Self-guided Pathways
Shareil Nariman is the Head of Customer Success at Arrows. Previously, he led customer lifecycle management, including onboarding, at Sprout Social and previously led operations teams at Booking.com. In this guide, he explains how companies that offer lower-priced SaaS products can leverage cross-functional collaboration and automation tools to design high quality self-guided customer onboarding experiences.

Setting a Blog Content Strategy

Setting a Blog Content Strategy
Maria Waida is a SaaS blog expert and the founder of SaaSy Copywriting, where she specializes in content to help companies develop thought leadership positions in their industries and propel inbound sales. In this guide, she describes the types of content that B2B companies should write for their blogs, how to align blogs with overall strategy, and how to tune content for maximum SEO impact.

Setting SEO Strategy

Setting SEO Strategy
Tory Gray is the Founder of The Gray Dot Company, a consultancy that helps businesses grow ROI through digital strategy, with a focus on strategic and technical SEO. In this guide, she outlines how to plan SEO, from identifying the right keywords, to building a sound keyword matrix, to creating ideal content and optimizing page structure.

Setting Up a Demand Generation Function

Setting Up a Demand Generation Function
Anna Furmanov is the founder of Fumanov Marketing Consulting, through which brings strategy, content, and demand gen expertise to B2B startups. In this guide, she explains what demand gen means in early-stage startups, and how to set a marketing strategy foundation.

Structuring and Scaling a Post-Sales Org

Structuring and Scaling a Post-Sales Org
Rod Cherkas is the CEO of HelloCCO, a consulting firm that partners with Chief Customer Officers and their leaders to develop, execute and scale their post-sale functions. He previously led post-sale organizations at Gainsight, Marketo, RingCentral and Narvar. In this guide, he outlines the responsibilities and typical growth paths of post-sales functions including services, customer success, support, customer education, customer operations, and partner success.

Search for more expertise

Many authors have areas of expertise that have not (yet) been written into full guides.

Scroll to Top

Request Access