Hunters and Unicorns

6. Hunters and Unicorns - 202020 Mastery Mission - Bernd Maehrlein

Welcome to Hunters and Unicorns, 20/20/20 Mastery Mission. 

20 topics, 20 guests for 20 minutes. 

We're here to unlock tribal wisdom from tech sales legends to help you get one step closer to mastery. 

Today we are joined by Bernd Mahrlein, Vice President Central & Eastern Europe at Lacework, the data-driven security platform for the cloud. 

In episode 6, Bernd shares his wisdom with us on what it really takes to be the ‘first man on the ground’ in a new territory and offers his strategic advice to individuals who are about to take this career defining step for the first time. 

“Things change constantly. You need to realize the things you can change and the things that you cannot. If you cannot change it, simply put a check mark behind it, leave it to the side and make sure it doesn't emotionally get a hold of you in any way and focus on the things you can influence.” 

As an experienced SaaS leader, Bernd knows how to build a unicorn from the ground up and carry the burden of success or failure on his shoulders. With in-depth insight into the reality of a ‘first man on the ground’ role, Bernd discusses how to lead with transparency and shares his tactics for validating new opportunities, managing extreme pressure, and adapting to unforeseen challenges and constantly evolving success measures.  

Listen to our story session to discover more on how to apply Bernd’s strategies to real life business scenarios, and learn preparation tactics, research tips, and practices to best prepare for a ‘first man on the ground’ role.   

 

 

5. Hunters and Unicorns - 202020 Mastery Mission - Bart van de Burgt

Welcome to Hunters and Unicorns, 20/20/20 Mastery Mission. 

20 topics, 20 guests for 20 minutes. 

We're here to unlock tribal wisdom from tech sales legends to help you get one step closer to mastery. 

Today we are joined by Bart Van De Burgt, Regional Vice President, Benelux & Nordics at Zscaler, the leading cloud security company.  

In episode 5, Bart shares his wisdom on how to perfect the discovery stage of the sales process. We discuss best practices and practical tips to ensure the discovery process helps you and your prospective customer realise pain, opportunity and a reason to work together.  

“Transformational deals start with change, but change is hard - people don't want to change. If you want to force a change, you first need to help people understand why change needs to happen. What's wrong with the situation that you're in and why is it broken? What are the negative consequences that arise from where you are today?” 

Everyone in SaaS understands discovery to be the first part of their sales process but in terms of mindset, Bart explains how discovery should continue throughout the entire sales cycle. He provides three fundamental stages and methodologies to help you navigate your sale and align your business outcomes with your customer’s pain points to cultivate better sales conversations and improved win rates.  

“Deals are won and lost in Discovery.”  

Sharing personal experiences and tips on the art of great discovery, Bart teaches us how to slow down the sales cycle, trust in the process and “sell change” in order to build prospect interest, move opportunities forward and open doors to high-level business stakeholders. 

Listen to our story session to discover real life case studies and more on how to apply Bart’s methodologies to everyday business scenarios and learn preparation tactics, research tips, and best practices to prepare for your next discovery meeting. 

 

 

4. Hunters and Unicorns - 202020 Mastery Mission - Lauren Ball

Welcome to Hunters and Unicorns, 20/20/20 Mastery Mission.   

  

20 topics, 20 guests for 20 minutes.   

  

We're here to unlock tribal wisdom from tech sales legends to help you get one step closer to mastery.   

  

Today we are joined by Lauren Ball, VP Commercial Sales at Auditboard, the leading cloud-based platform transforming audit, risk, and compliance management. 

  

In episode 4, we chat with Lauren about how to navigate your career as a female in the technology industry and the importance of finding your “Why?” in order to progress in both your personal and professional life.  

 

“You have to believe in yourself, you have to be authentic and know you because if you don't know you, you're not going to be able to be successful in whatever it is you're trying to accomplish and just like we learned with the playbook, you’ve got to ask, why?” 

 

Describing the playbook as a “guardrail” and “the biggest gift I’ve been given in my career”, Lauren explains how adopting playbook structures and processes transformed her career and enabled her to adapt to ever-evolving customer needs and succeed in a fast-developing technology landscape. She identifies some of the typical challenges that female workers run into in male-dominated industries and offers her advice on how to find your voice, overcome imposter syndrome and stay true to your authentic self, whilst adhering to playbook methodologies.  

Discussing her hands-on, team-oriented management style, Lauren provides guidance to the next generation on the importance of self-belief and how to accelerate your career in technology by understanding your “Why?” and setting attainable goals for the present that directly relate to your future aspirations.  

Sharing key insights and experiences from her own career, Lauren embodies transparency and openly shares her story to help others "find a way".  

 

Listen to our story session to discover more on Lauren’s extraordinary career trajectory, how to apply her strategies to real business scenarios and learn tactics, tips, and best practices for navigating your future career in technology.  

 

3. Hunters and Unicorns - 202020 Mastery Mission - Rob Watson

Welcome to Hunters and Unicorns, 20/20/20 Mastery Mission. 

20 topics, 20 guests for 20 minutes. 

We're here to unlock tribal wisdom from tech sales legends to help you get one step closer to mastery. 

Today we are joined by Rob Watson, VP Sales at Sutter Hill’s next rocket ship, Observe Inc. 

In episode 3, Rob talks about how to set up a framework for win-win buyer and seller relationships and how to navigate the sales process and beyond with this at the forefront of your mind. 

“Technology companies sell by leading with the solutions, but truly transformational deals can only be secured when you find a win for your client and a win for your company.” 

Rob discusses the importance of the discovery process and the need for salespeople to adopt a win-win philosophy so that they can leapfrog beyond a traditional, resistant, or guarded interaction, break down trust barriers and truly connect as business partners. 

In order to move away from transactional selling and create a value-based relationship with customers that continues to evolve and grow, it is vital to find the intersection between the win for your company and the win for your client. It is not enough to simply sell your solution, you need to connect the dots and solve problems by offering measurable, tangible value that your customers can continue to invest in. If you want to make transformational deals happen, you need to listen and use empathy as your fuel for success. 

Sharing key insights and experiences from his own career, Rob explains the science behind the success of his win-win approach and how to use it to yield deeper client relationships, lead successful negotiations and achieve great results in sales. 

Listen to our story session to discover more on how to apply Rob’s strategies to real business scenarios and learn tactics, tips, and best practices for creating win-win situations in your business. 

 

2. Hunters and Unicorns - 202020 Mastery Mission - Keith Butler

Hunters and Unicorns - 202020 Mastery Mission - Keith Butler

 

Welcome to Hunters and Unicorns, 20/20/20 Mastery Mission. 

 

20 topics, 20 guests for 20 minutes. 

 

We're here to unlock tribal wisdom from tech sales legends to help you get one step closer to mastery. 

Today we are joined by Keith Butler, Chief Revenue Officer at Sutter Hill Venture’s next rocket ship enterprise, Observe Inc.  

In episode 2, Keith shares his wisdom with us on the subject of Economic Buyers and why, despite the rise in product-led sales, it is still mission-critical to meet with the ultimate decision maker early on in your sales process. 

“Consider yourself a problem solver versus a flogger of technology. Your job is to help your customer and your champion win and solve problems. If you're going to solve a problem effectively, you’ve got to get to the person that owns the problem. So, if you want to be efficient with your time, if you want to understand where you can win and where you're going to lose, get to the economic buyer as fast as possible.” 

In recent years, there has been a radical shift in the way people use and buy software and there is no doubt that product-led growth is here to stay. However, when it comes to SaaS companies, Keith believes that ignoring more traditional acquisition tactics could lead to disaster. His experience has shown him that to differentiate and get deals over the line, the best sellers in the world are still the ones that connect real business pain to technology and focus on aligning with the Economic Buyer’s criteria through “hard dollar savings”. 

Helping you navigate this pivotal aspect of the sales cycle, Keith uncovers his “4 essential questions” to structure your Economic Buyer meeting around and reveals the strategies used by his sales teams to validate deals, improve efficiency, and increase close rates. 

Listen to our story session to discover more on how to apply Keith’s methodologies to real life scenarios and learn preparation tactics, research tips, and best practices to prepare for your next  Economic Buyer meeting. 

 

1. Hunters and Unicorns - 202020 - Part 2 - The Stories - John Kaplan

In this story session we cover: 

  

• An example of John Kaplan nailing a first customer meeting 

• An example of John Kaplan “crashing and burning” in a first customer meeting  
• Why preparation is key and how to use John’s Principles to execute first customer meetings effectively 

Today we are joined by John Kaplan, President, Co-founder, & Managing Partner at Force Management. Revealing "real world" techniques, tales and insights from his 20+year career in sales, John breaks down his fundamental sales strategies to help prepare you for your next sales call and ensure you stand out from the competition. 

 

“We closed with revised required capabilities because we wanted them to be more specific, which would be valuable for them, and valuable for us. The economic buyer stopped us in the middle and said, "Hey, one question." I said, "Sure, go ahead." They said, "Are you going to teach our people how to sell like this?" And I said, "Absolutely." And that was it.” 

 

Whether you're at the top of your game or just starting, listen to discover how to apply John’s 3 “Ps” mantra to real business scenarios and learn key steps for warming up cold sales conversations and turning prospects into active opportunities your business.   

 

New to the 202020 Mastery Mission – Check out this blog for more information – https://www.somuchsoap.com/the-202020-mastery-mission/

 

  

“Are you on the mission?” 

1. Hunters and Unicorns - 202020 Mastery Mission - John Kaplan

Welcome to Hunters and Unicorns, 20/20/20 Mastery Mission.   

  

20 topics, 20 guests for 20 minutes.   

 

We're here to unlock tribal wisdom from tech sales legends to help you get one step closer to mastery.   

  

Today we are joined by John Kaplan, President, Co-founder, & Managing Partner at Force Management. John has over 20 years of executive experience in sales, leadership, and execution, specializing in corporate sales strategy and performance management. Before co-founding Force, he was SVP of International Sales Operations for PTC, a leading software developer for content, product life cycle management. 

In episode 1, John runs through best practices for conducting effective first meetings in today’s vastly altered SaaS landscape. From warming up cold calls and overcoming “Seller Deficit Disorder” to accessing pain and using his highly effective “Three P’s” mantra to prepare for every interaction, John Kaplan covers it all. 

“When I reach out to them, they're going to go, “Why is this person calling me?” Purpose. Second, “What do they want from me?” Process. Third is, “What's in it for me? What's the benefit? What's the payoff?” I find that the people that are prepared minimally with just that, have a much better way to stand in the moment of truth and consider what the other person's reaction's going to be.” 

Preparing for a deal is critical but preparing others for your sales call can also have equal impacts on your success. Highlighting some of the most common mistakes he sees with salespeople and the discovery process, John educates us on how not to approach initial conversations and offers our listeners advice on how to use great discovery questions during execution to understand positive business outcomes, access real pain and then articulate what you’ve learned back to the customer to demonstrate the value and differentiation of your solution. 

“The more I tell them they have a problem, the more they're going to resist me, but the more I ask them discovery questions that make them stand in their moment of pain, they're going to convince themselves they have a problem.” 

Whether you're at the top of your game or just starting, we break down the best tips to prepare and practice for your next sales call. John Kaplan shares the preparation tactics he uses and teaches to accomplish critical meeting goals and achieve success in his deals.  

 

Listen to our story session to discover more advice from John on the topic of first meetings and first impressions as he delves deeper into his personal experiences with cold calling during his early days of selling and “real world" examples and insights from his 20+ year career in SaaS. 

Hunters + Unicorns: The 33 CxOs - Andy Byron #017

“I go to work every day with the purpose of having a positive impact on people's lives and careers. I want to look back after Lacework and say I had a positive impact on the employees at the company, I had a positive impact on the outcomes of our customers and what they wanted and we had a positive impact in the market, and I could have a positive impact in creating a legacy of the best cloud security company in the world - that's what we're trying to build here.”  - Andy Byron

Hunters and Unicorns shares the playbooks from leaders, founders, executives and investors from high growth technology companies. In this special edition series The 33 CXOs we investigate the greatest success story in the history of software sales. Discover how thirty-three sales execs from one organisation, BladeLogic, became CXOs in the world’s 100 fastest growing technology companies. We uncover the stories and playbooks of the most prolific sales leaders in the industry. Episode 17 features Andy Byron, President at Lacework. Byron originally had his sights set on a career as a professional baseballer before he entered into SaaS sales. His competitive nature and innate drive to “aim for the top and execute against a plan” enabled him to excel in the sporting world, but his ability to recognise his own strengths and weaknesses led him to follow a different path and adapt his skills to software sales. Since making the transition to tech in 2004, Andy has developed a reputation as an outstanding leader with a track record of go-to-market success with innovative, fast growth start-up companies, building and managing successful sales teams for organizations including VeriCenter, BladeLogic, BMC Software, Aveksa, Fuse, Cybereason and CRV. He is now leading the sales and marketing teams for Lacework, driving their mission to be the global standard in cloud security with a personal objective to enable talent and create a legacy for himself. “Early on in my career it was about making money, then it became about, how can I show that I can lead people? At this point in my career it's about, how can I create a legacy where when I look back, a lot of people can say, "Hey, Byron was a fair leader, maybe not the easiest person to work for, but he was fair, and he enabled me to do things that I never thought I could do in my career." Accustomed to instant success in his sporting career, it took Andy a while to master the subtleties of selling technology and adapt to a new level of endurance and persistence in the SaaS arena. When he joined BladeLogic, he was surrounded by people that “pushed each other every day to be the best that they could be” and with John McMahon as his mentor, Andy became a student of the game, relentlessly focussed on four key areas that were to become the pillars of his playbook - recruiting and retainment, training and enablement, pipeline and territory management and accurate forecasting. The implementation of these playbook elements along with his unique leadership style centred around purposeful interaction and an open mindset propelled Andy’s career forward and paved the way for his remarkable success in this industry. “I have to make sure that everything aligns to one strategy and one goal. I also make sure all those things align to product and engineering and what our goals are financially. It's more than just making sure we hit the number every quarter, it's making sure we hit the number, but all the other pieces are aligned to the company hitting the number as well.” In this vodcast you will discover: The parallels between sports and sales – how Andy’s professional baseball career laid the foundations for his sales career. The importance of knowledge and an open mindset - why Andy chose to work for people over companies in the early days of his career. Change Management – what it is and how it is used to transform companies. The evolvement of Andy’s playbook – how strategy and experience has enabled Andy to keep breaking the glass ceiling. Andy Byron understands exactly how to build a first-class sales and marketing team. We discuss his extraordinary career journey from Individual Contributor to President and how his focus has changed over the years. Offering advice for next generation sales leaders, we delve into playbooks, legendary leadership, and ask Andy what key ingredients he thinks are needed for a company to reach unicorn status. This wide-ranging discussion is essential listening for those with an interest in sales strategy, as well as anyone with a passion for the technology space. 

Hunters + Unicorns: The 33 CxOs - Cedric Pech #023

You 100% join a leader; you join a person. If you join an average company with an amazing leader, you're going to have a great experience. If you join a great company with a bad leader, that's not going to work. Often, younger generations think in terms of market share and market potential which are still very important factors, but they forget the most basic things - who is the person on the other side?”  - Cedric Pech  

 

Hunters and Unicorns shares the playbooks from leaders, founders, executives and investors from high growth technology companies.  

In this special edition series The 33 CXOs we investigate the greatest success story in the history of software sales. Discover how thirty-three sales execs from one organisation, BladeLogic, became CXOs in the world’s 100 fastest growing technology companies. We uncover the stories and playbooks of the most prolific sales leaders in the industry. 

 

Episode 23 features Cedric Pech, CRO of MongoDB. With over 20 years of sales leadership experience, Cedric has a track record of building high-performance sales organizations that deliver strong and consistent results. Prior to MongoDB, he led worldwide sales at Fuze, an enterprise global cloud communications and collaboration software platform. He has also held senior sales leadership roles for four different software companies, including three publicly traded companies - BladeLogic, BMC, and BazaarVoice. 

 

Cedric first joined MongoDB in 2017 to lead Europe, Middle East and Africa (EMEA) sales and was promoted to CRO in 2019. Since then, he has continued to drive exceptional growth for the company, expanding into new markets, implementing new processes, and scaling formidable sales teams that have generated billions of dollars in revenue.  

 

“There is no greatness without pain but there is fairness and attention to the people – I don’t treat them like cash machines who are just there to produce software. I'm not in the software business, I'm 100% in the people business. My job is to help people fulfil their dreams.” 

 

Cedric is committed to the development of his people and dedicated to creating a nurturing environment for employees so that they can develop their skillset and thrive both as part of the teams at MongoDB and throughout their careers. His aim is to build confidence in a new generation of sales leaders by offering well-defined paths for career growth, open feedback and a culture of learning and development. In terms of how to succeed in building a great sales organization in the software business, Cedric believes in the importance of being consistent, disciplined, following the sales process, and, above all, creating a sense of purpose.  

 

“Keep reminding people why we are building the ship in the first place - keep reminding them that one day we are going to be sailing on the ocean and it's going to be fun. Remind them of the vision that you embarked on together and reinforce it - a sense of mission in the team is really, really important.” 

 

In this vodcast you will discover: 

·         An insight into the continuing growth and exciting future for MongoDB.  

·         What motivates Cedric to succeed and how Carlo Carpenelli shaped him as a leader.  

·         How to scale your career in SAAS and the importance of great leadership, especially in the early days.  

·         How use the playbook as a tool to motivate high performing teams and build a healthy culture of development.  

·         How to build solid foundations for a successful career in SAAS.  

 

 

Cedric Pech knows how to build a legendary sales organization. His incredible success in this industry is a testament to his values and unique approach to developing people. To him, MongoDB is more than just a job, it is a call of vocation, a playground for innovators and an opportunity to mould exceptional leaders who will lead the disruption of the database market, empower developers and transform the industry. In this discussion we cover all of this and more as we delve into Cedric’s past and his experiences in the software sales arena. For anyone with a passion for the technology space or an interest in sales strategy, this interview is essential listening and offers an invaluable insight into how to succeed in this industry. 

 

Hunters and Unicorns: Playbook Universe - Luke Rogers #001

“I want to codify every element of selling into a formula that is so flawless that any intelligent, coachable individual regardless of their experience can thrive. I want to dispel this art into such a science that I can create an elite sales force without having to hire lions - just brilliant, determined people that can learn.”  - Luke Rogers

Hunters and Unicorns shares the playbooks from leaders, founders, executives and investors from high growth technology companies. In this special edition series The 33 CXOs we investigate the greatest success story in the history of software sales. Discover how thirty-three sales execs from one organisation, BladeLogic, became CXOs in the world’s 100 fastest growing technology companies. We uncover the stories and playbooks of the most prolific sales leaders in the industry. Episode 1 features Luke Rogers, VP of Sales at Instabase. Luke founded his first company at the age of 15. Selling computers online, Luke grew the business from zero to a quarter of a million turnover annually before he had even finished high school and experienced such explosive growth that he was able to leave home and fund his own university education. His degree in artificial intelligence and cybernetics combined with over a decade of enterprise sales experience has equipped Luke with a rich technical and business skill set. He believes that experience is the least important quality when building an elite go to market team and has dedicated his career to teaching sales as a science and diversifying the tech landscape through empowering and recruiting new voices into sales. Prior to joining Instabase, Luke was part of the team that helped take AppDynamics from $100M to a $3.7bn sale to Cisco in just four years. His current role at Instabase not only unlocks the next phase of growth for Luke, but also provides an opportunity for him to pay it forward and help change the lives of his teams and customers. “If you make it simple and merit based then people will thrive and if you give them the right training and the right mentoring, people can achieve things that they didn't think were possible. That's what happened to me.” After university, Luke worked for two of the largest tech companies on the planet, Cisco and IBM, but his hunger for growth, continuous learning, and making an impact led him to seek new opportunities in an environment that would challenge him to do better every day. He knew what he was looking for and when he met Jeremy Duggan, VP of Silicon Valley’s newest “unicorn”, AppDynamics, he knew had found it. Although Luke had never sold software before, his confidence, determination and “do whatever it takes” mentality shone through and secured him a role that would transform his career. With an industry veteran as his mentor and in an environment where “everyone was running as fast as they possibly could”, Luke “left his bags at the door” and became a disciple of Jeremy’s playbook, following the process exactly, learning it and living it better than anyone else. He received the training and enablement he needed to develop and become a master of his craft and learnt lessons in entrepreneurship that changed his life. Luke developed into the inspirational leader he is today, committed to supporting and progressing his teams whilst maintaining and developing a culture of respect, excellence, and diversity. “If we keep fishing in the same ponds, we're going to keep hiring the same people and end up with the same types of teams, and the same types of leaders, but it's new leaders that come from those different backgrounds that are diverse - they're the ones that are going to change things because they'll hire different people and then everything will change. That's what we need to do and that is important to me.” In this vodcast you will discover: The framework that enabled Luke to transition from having zero software sales experience to leading and managing teams and closing $10 million deals. What motivates Luke to succeed and how Jeremy’s belief in him has shaped him as a leader. How Luke has maintained high performance throughout his career – his personal drive and future mission. Luke’s role as VP of Sales at Instabase and what he looks for when hiring. Luke Rogers is dedicated to creating and developing a new generation of sales legends and adding meaningful value to people and organizations in a methodical and disciplined way. As his incredible career journey continues to reshape and take new turns, we cannot wait to see the next phase of his growth. We discuss all of this and more in this insightful and inspiring discussion – a special opportunity for those with an interest in sales strategy, as well as anyone with a passion for the technology space to gain valuable insight into this industry.