Key takeaways
- Know that building an outbound sales muscle takes time. Inbound and self-serve sales can only get you so far. For example, inbound traffic tends to be smaller companies. If you have ambitions to move up market, you're going to have to invest in learning how to do outbound.
- Figure out how to and who to sell your product. Even for an established product-led company at that time, Stripe had to learn how to sell their product to a larger customer beyond Series A startups. During her first 60 days, Jeanne literally sold the product herself to deeply understand what would work for sales at Stripe. ****
- Build a truly cross-functional go-to-market team and close the loop. Key to Stripe's sales machine is a tight-knit relationship between the sales, marketing, and data-science team. They work together closely to polish the process and build effective content. Furthermore, feedback loops exist across the groups to ensure the go-to-market approach is perfected. For example, the data science team looks over the sales to to see how the data is used and the sales team provides insights and patterns they observe in the field.
Personalities in the episode
Jeanne DeWitt, Head of North America revenue and Growth at Stripe
Summary
Jeanne explains how Stripe approached building an outbound sales team to serve larger customers.
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