Scaling Operations

Setting HR Policies

Linda Fang is the Principal Attorney at Banyan Legal Counsel, a law firm that supports businesses with employment law and business startup and expansion. In this guide she lays out what policies you should have in place for your employees in general, and how to to think about your processes around hiring, onboarding and offboarding employees, managing remote workers, protecting your company’s intellectual property, and more.
Linda Fang
Linda Fang

Linda Fang is the Principal Attorney at Banyan Legal Counsel, a law firm that supports businesses with employment law and business startup and expansion. She’s been practicing law for 16 years, covering all aspects of employment law, HR advice, entity formation and governance, and business contracts. Linda has been admitted to the bar in California and Washington.

Designing an Outcome-based Hiring Process

Anthony Louis is Recruitment Lead at Beacon, a talent consultancy that helps growing organizations level up their internal hiring programs. In this guide he lays out a roadmap for an outcome-based hiring process, from writing a spec to identifying candidates to running an interview process to making the hire, all with better targeting and less bias.
Anthony Louis
Anthony Louis

Anthony Louis is Recruitment Lead at Beacon, a talent consultancy that helps growing organizations level up their internal hiring programs. As a recruiter himself and leader of recruiting teams, he’s served over 100 companies from Seed Stage to Series C+, and interviewed thousands of candidates across dozens of functions.

Navigating Immigration Law

Sophie Alcorn is the Founding Partner at Alcorn Immigration Law and is a Certified Specialist Attorney in Immigration and Nationality Law by the State Bar of California, Board of Legal Specialization. In this guide she lays out different employment-based visa and green card options available to companies seeking to hire international talent, and when to use them. Please keep in mind that this article is educational only and does not replace individual legal advice. Sophie recommends that you speak with an expert attorney for any legal advice to assess your options if you think you’re ready to move forward. Immigration is not a one-size-fits-all process, and putting your best foot forward requires individualized attention!
Sophie Alcorn
Sophie Alcorn

Sophie Alcorn is a top 10 California immigration attorney, entrepreneur, and thought leader. She founded Alcorn Immigration Law, lauded the Top Immigration Law Firm For Startups In California. Sophie authors TechCrunch’s advice column “Dear Sophie”, serves on AILA’s Innovation & Technology Committee, and hosts the podcast Immigration Law for Tech Startups. Her mission is to help people harness their strengths, follow their hearts, find direction in their goals, and live their dreams in the U.S.

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.

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.
Jeanne Jennings
Jeanne Jennings

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. She blogs about email marketing on the Email Optimization Shop website, is general manager of Only Influencers, the original community of email industry professionals, and programming chair of the annual Email Innovations Summit conference. She also teaches Digital Marketing as an adjunct professor in the graduate program at Georgetown University.

Optimizing Your Support Function

Maranda Dziekonski is currently the Vice President of Chief Customer Officer at Swiftly, and has previously led customer success and support teams at Lending Club, HelloSign, Castlight Health, and Pared. In this guide, she outlines how to set up and tier a customer support function, including how to divert support queries to self-serve channels, and how to work with product and tech teams on bug management.
Maranda Dziekonski
Maranda Dziekonski

Maranda is currently Chief Customer Officer at Swiftly, a provider of enterprise software for transit agencies. She’s previously built customer success from scratch four times, growing teams of up to 15-20 CSMs. Maranda has worked at companies like Lending Club, HelloSign, Castlight Health, and Pared. Maranda is also a customer success advisor for organizations including CSM Practice and the University of San Francisco School of Management.

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.

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.
Anna Furmanov
Anna Furmanov

Anna Furmanov is the founder of Fumanov Marketing Consulting, through which brings strategy, content, and demand gen expertise to B2B startups. She’s also the host of the host of the Modern Startup Marketing podcast. Anna has previously led growth marketing teams at Elevate K-12, Groupon, and Fooda.

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.

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.

Recruiting and Hiring Account Executives

Lianne is a sales recruiter with experience hiring hundreds of sellers for companies like Gong, Pluralsight, Zscaler, Anaplan, and SuccessFactors. In this guide, she outlines what to look for when hiring SMB, Mid-market, and Enterprise AE’s, how to apply outreach and sequencing best practices to recruiting, and how to close great candidates.
Lianne Gong
Lianne Gong

Lianne specializes in sales and executive recruiting, and she’s currently a Sr. Recruiter at Gong. She previously served as a Sr. Sales Recruiter at B2B tech companies including Pluralsight, Zscaler, Anaplan, and SuccessFactors. In a decade of sales recruiting across companies, Lianne has hired hundreds of sellers (and reviewed thousands of candidates).

Enabling Service / Consulting Partnerships

Zak Pines is VP of Partnerships at Formstack, a workplace productivity platform, where he’s built a team that manages hundreds of consulting and integration partners, responsible for 30% of the company’s new business. In this guide, he lays out the key components of partner enablement, and outlines how to create power-users and advocates at partner agencies and consultancies.
Zak Pines
Zak Pines

Zak is VP of Partnerships at Formstack, a workplace productivity platform, where he’s built a team that manages hundreds of consulting and integration partners, responsible for 30% of the company’s new business and growing. For the past two decades he’s led high growth teams thriving in the top MarTech & CRM ecosystems – including Salesforce, Marketo, HubSpot and many others. Zak takes a cross-functional approach to growth, and is a firm believer that partnerships should be seen as a community, not a channel.

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.
Greg Finn
Greg Finn

Greg is CMO and a Partner at Cypress North, a digital marketing agency, where he specializes in B2B marketing, including paid search, organic search and content, and social media marketing. He’s a contributor to Search Engine Journal, former contributing editor for Search Engine Land, and has been a featured speaker at some of the largest search engine conferences like Search Marketing Expo, SocialPro & Pubcon.

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.

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.
Jason Bay
Jason Bay

Jason is the Founder and Chief Prospecting Officer of Blissful Prospecting, an agency that provides systems and coaching for outbound sales teams. He’s worked with B2B companies with 12 to 5,000+ employees, and specializes in helping SDRs and AEs breakthrough to decision-makers, nail messaging, and build a consistent scalable pipeline. Jason has previously held sales and marketing roles, building and training a team of 20+ outbound sellers.

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.
Maria Waida
Maria Waida

Maria is the founder of SaaSy Copywriting, where she specializes in B2B blog content to help companies develop thought leadership positions in their industries and propel inbound sales. She’s helped shape the content strategies of SaaS companies like Bizzabo and Wrike, generating more than 700K+ unpromoted blog views across companies, including helping single blog posts get seen over 170K times.

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.
Tory Gray
Tory Gray

Tory is the Founder of The Gray Dot Company, a consultancy that helps businesses grow ROI through SEO and digital strategy. She’s been working in digital marketing for over a decade, across multiple industries and thousands of websites, with a focus on strategic and technical SEO. Tory has a product management background, and her approach to SEO strategy is cross-functional, coordinating with product, marketing, and engineering teams.

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.
Anthony Blatner
Anthony Blatner

Anthony is the founder and Chief Advertising Officer of Speedwork Social, an agency specializing in LinkedIn advertising. Over 5 years focused on LinkedIn, he’s worked with B2B companies from brand new startups to established companies with $250K+ per month in advertising spend. Anthony started his career as a software developer at IBM, and previously founded a company that built and marketed mobile apps.

Scaling Onboarding with Self-guided Pathways

Shareil Nariman is the Head of Customer Experience 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.
Shareil Nariman
Shareil Nariman

Shareil is currently the Head of Customer Experience at Arrows. Previously, he led customer lifecycle management, including onboarding, at Sprout Social, a tool that enables brands to engage with their social audiences. He pioneered and facilitated the company’s “onboarding guild”, a cross-functional group of leaders who gather to optimize and learn from the customer onboarding process. Shareil previously led operations teams as large as 18 employees at Booking.com, and spearheaded an upsell adoption effort for the company’s BookingSuite division, a portfolio of SaaS advertising and property management solutions.

Positioning and Launching a New Product

Dan Murphy has led product marketing at Privy and Drift, where he’s overseen over 70 product launches and more than a dozen large, new product launches. In this guide, he walks through how to position and launch major new offerings, including new products, products introduced to new verticals, acquired products, and important partnerships.
Daniel Murphy
Daniel Murphy

Dan currently leads brand and product marketing at Privy, the #1 reviewed sales app in the Shopify App Store. He started his marketing career at HubSpot and was previously Director of Product Marketing at Drift, a conversational marketing platform, where he grew with the company from 45 to 400 employees. Across companies, he’s managed 70+ product launches, including a dozen major launches. Dan has developed a Product Launch Masterclass video course and co-authored the book “This Won’t Scale” with Drift CMO Dave Gerhardt, on the company’s marketing plays.

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).

Capacity Planning

Rachel Haley has run capacity planning while in sales ops leadership roles at Snowflake, Sumo Logic, and Salesforce. In this guide, she details the steps of a good sales capacity planning process and the major deliverables that come out of one.
Rachel Haley
Rachel Haley

Rachel was a Senior Director of Sales Operations at Snowflake; she joined as an individual contributor when Snowflake had 30 quota-carrying AEs and grew with the company to 400+ AEs to become a leader in the 30+ person sales ops organization. She previously held sales operations roles at Sumo Logic and Salesforce, and is now the CEO of Clarus Designs, a consulting firm focused on sales and marketing operational efficiency. 

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.
Maranda Dziekonski
Maranda Dziekonski

Maranda is currently Chief Customer Officer at Swiftly, a provider of enterprise software for transit agencies. She’s previously built customer success from scratch four times, growing teams of up to 15-20 CSMs. Maranda has worked at companies like Lending Club, HelloSign, Castlight Health, and Pared. Maranda is also a customer success advisor for organizations including CSM Practice and the University of San Francisco School of Management.

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.

Hiring a Product Marketer

Ryan Goldman is the Vice President of Product Marketing at SoundCloud and has led marketing or product marketing at 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.
Ryan Goldman
Ryan Goldman

Ryan is the Vice President of Product Marketing at SoundCloud, and has previously held product marketing leadership roles at SoundCloud, Pendo, Sentry, Signal FX, and Cloudera.  He has particularly deep experience with developer products, and serves as a Marketing Advisor for the Heavybit Industries Accelerator

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.

Building a Sales Development (SDR) Function

Chris Flores leads sales development at Bennie, and was previously head of sales development at Namely as the company grew from 4 to 600 employees and $0 to $65M in ARR. In this guide, he describes best practices for designing the SDR role, establishing processes, and building the team.
Chris Flores
Chris Flores

Chris is currently a Director of Marketing who leads the sales development function at Bennie, an employee benefits tool software company. Previously, he was Namely’s first SDR, going on to lead the team and support the growth of the company from 4 to 600 employees and $0 to $65M in ARR.

Building a Developer Relations Function

Mary Thengvall leads developer relations at Camunda, and has long been a thought leader in the guide, authoring the book, "The Business Value of Developer Relations" and publishing DevRel Weekly. In this guide, she describes what DevRel is, and how to stand up a function to drive developer awareness, enablement, and engagement.
Mary Thengvall
Mary Thengvall

Mary is the Director of Developer relations at Camunda, an open source automation platform. She’s previously led developer community programs at SparkPost, Chef, and O’Reilly Media. She is also the author of the book “The Business Value of Developer Relations”, and the founder of Persea, a developer relations consultancy, and DevRel Weekly, a newsletter on the function.

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